The new business road test : what entrepreneurs and investors should do before launching a lean start-up /

ROAD TEST YOUR IDEA BEFORE YOU LAUNCH YOUR LEAN START-UP Thinking about starting a new business? Stop! Is there a genuine market for your idea? Do you really want to compete in that industry? Are you the right person to pursue it? No matter how talented you are or how much capital you have, if you&#...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Mullins, John W. (John Walker) (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Harlow, England : Pearson, 2018.
Edición:Fifth edition.
Temas:
New business enterprises > Planning.
Marketing research.
Nouvelles entreprises > Planification.
Marketing > Recherche.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Marketing research
New business enterprises > Planning
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Part 1. Road test your new business idea
  • Our opportunity: why will or won't this work?
  • Will the fish bite?
  • Is this an attractive market?
  • Is this an attractive industry?
  • Competitive and economic sustainability: how long can we dance?
  • What drives your entrepreneurial or investment dream?
  • Can you and your team execute?
  • Your connections matter: which matter most?
  • Develop your opportunity: put the seven domains to work
  • What entrepreneurs and investors should do before pressing "Start"
  • Part 2. A toolkit for your road test
  • How to learn what you don't know
  • Who needs investors?
  • Market analysis worksheet
  • Industry analysis checklist
  • Do-it-yourself marketing research for your new business road test
  • Evidence-based forecasting
  • Have you got what it takes?
  • Getting help with your road test
  • Appendix: Research methodology.

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