New Business Road Test
What entrepreneurs and executives should do before writing a business plan

By John W. Mullins.
Prentice Hall
Distributed by Trans-Atlantic Publications Inc.
November 2006
ISBN: 0273708058
305 Pages, 6¼ x 9¼"
$67.50 paper original

No matter how talented you are, no matter how much capital you have, no matter how good your business plan is, if you’re pursuing a ‘lousy business’ – i.e. a fundamentally flawed opportunity – you’re on the fast-track to failure.

The New Business Road Test shows you how to avoid the obvious mistakes that everyone else makes. It shows you how to assess market opportunities. It also shows entrepreneurs and entrepreneurial teams how to assess honestly the capabilities they themselves bring to the table. The new edition of this best-selling book will help you to road test your idea, making sure that the business you build is based on a winning concept. It will enable you to invest your time wisely and pitch to investors and customers with confidence. 

Building on lessons learned by real entrepreneurs – some in start-ups, others in established firms, some who got it right and others who got it wrong, Mullins addresses the seven domains that characterize attractive, compelling opportunities. Mullins presents a  model that helps you answer the live-or-die questions in assessing any new business opportunity. Road test your business idea first and get ahead of the game.


Chapter 1. My opportunity: why will or won't this work?
Chapter 2. Will the fish bite?
Chapter 3. Is this a good market?
Chapter 4. Is this a good industry?
Chapter 5. How long will your advantage last?
Chapter 6. What drives your entrepreneurial dream?
Chapter 7. Can you and your team execute?
Chapter 8. Your connections matter: which matter most?
Chapter 9. Putting the seven domains to work to develop your opportunity
Chapter 10. What to do before you write your business plan
Chapter 11. How to learn what you don't know you don't know
Chapter 12. Market analysis worksheet
Chapter 13. Industry analysis checklist
Chapter 14. Do-it-yourself marketing research for your new business road test
Chapter 15. Evidence-based forecasting
Chapter 16. Getting help with your road test
Appendix 1: Research methodology

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