"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
From the Back Cover
A great read for entrepreneurs. If every participant on Dragons Den read this book, there would be far more handshakes at the end of each episode.
James Caan, Dragon on Dragons Den and author of The Real Deal: My Story from Brick Lane to Dragons Den
A reality check for anyone poised to jump into a new venture without thinking.
David Giampaolo, Chief Executive of Pi Capital, London
Mullins has hit the nail on the head. I wish this book had been given to every entrepreneur who appeared before me on Dragons Den.
Doug Richard, Former Dragon and founder of School for Startups
BEFORE YOU WRITE YOUR BUSINESS PLAN ROAD TEST THE IDEA
Thinking about starting a new business? Stop! Is there a genuine market opportunity for your idea? No matter how talented you are, no matter how much capital you have, no matter how good your business plan is, if youre pursuing a fundamentally flawed opportunity, youre heading for failure. So before you write your business plan, take your idea for a test drive and make sure it really works.