The New Business Road Test: What Entrepreneurs and Executives Should Do before Writing a Business Plan / Edition 1

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Overview

Whether you're an entrepreneur starting your own business or an executive developing a new product or service for your company, before you even think about writing a business plan, make sure you've checked out the fundamentals. Give your new business a fighting chance.
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Product Details

  • ISBN-13: 9780273663560
  • Publisher: FT Press
  • Publication date: 9/28/2004
  • Series: Financial Times Series
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 6.14 (w) x 9.18 (h) x 0.57 (d)

Meet 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 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.

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Table of Contents

Why read this book?
Acknowledgments
1 My opportunity: why will or won't this work? 1
2 Will the fish bite? 25
3 Is this a good market? 49
4 Is this a good industry? 73
5 How long will your advantage last? 97
6 What drives your entrepreneurial dream? 121
7 Can you and your team execute? 139
8 Your connections matter: which matter most? 163
9 Putting the seven domains to work 179
10 What to do before you write your business plan 197
App. 1 Research methodology 215
App. 2 Market analysis worksheet 217
App. 3 Industry analysis checklist 220
App. 4 Do-it-yourself marketing research for your new business road test 228
App. 5 Evidence-based forecasting 240
Notes 251
Index 263
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