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The New Business Road Test: What entrepreneurs and executives should do before writing a business plan
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The New Business Road Test: What entrepreneurs and executives should do before writing a business plan (Paperback)

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Synopsis

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.

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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