by JohnMullins (Author)
Starting your own business is a daunting task. 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 fundamentally flawed opportunity you're heading for failure. So before spending time and money on a new enterprise it's vital to know if your idea is actually going to work in practice. The New Business Road Test shows you how to avoid the obvious mistakes that everyone else makes.
The new edition of this best-selling book features:
A new version of the 7 domains model.
Updated case studies that reflect the changes that have happened in the last four years.
Chapter 13 has been rewritten to make the Industry Analysis Checklist more understandable.
A new author run companion website for readers to access extra information.
Format: Paperback
Pages: 336
Edition: 3
Publisher: Financial Times/ Prentice Hall
Published: 10 Jun 2010
ISBN 10: 027373279X
ISBN 13: 9780273732792
Ideal for those who want to test the longevity of a business plan. The Entrepreneur, June 2010
...offers a smart way to quickly assess what might and might not work. The distinction between markets and industries (the former is a collection of buyers, the latter of sellers) is typical of the quality of approach here . Director Magazine, July/August 2010
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).
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