The New Business Road Test

About the Author

John Mullins, a veteran of three entrepreneurial ventures, teaches and studies entrepreneurship and the management and financing of rapidly growing businesses, as a professor, at the London Business School and the University of Denver. He holds an MBA from the Stanford Graduate School of Business and a PhD in Marketing from the University of Minnesota. He is co-author of Marketing Management: A strategic decision making approach (McGraw Hill/ Irwin 2002) and of Marketing Strategy' A decision focused approach (McGraw Hill/ Irwin 2002). http://www.dropshippers.co.za/

Table of Contents

• Why read this book?
• Author's acknowledgements
• Publisher's acknowledgements
• PART 1: ROAD TEST YOUR NEW BUSINESS IDEA
• My opportunity: why will or won't this work?
• Will the fish bite?
• Is this a good market?
• Is this a good industry?
• How long will your advantage last?
• What drives your entrepreneurial dream?
• Can you and your team execute?
• Your connections matter: which matter most?
• Putting the seven domains to work to develop your opportunity
• 10. What to do before you write your business plan
• PART 2: TOOLKITS FOR YOUR ROAD TEXT
• How to learn what you don't know you don't know
• Market analysis worksheet
• Industry analysis checklist
• Determining the viability of your business model
• Do-it-yourself marketing research for your new business road test
• Evidence-based forecasting
• Getting help with your road test
• Appendix - Research methodology
• Notes
• Index
http://www.dropshippers.co.za/