- Paperback: 288 pages
- Publisher: FT Press; 1 edition (September 23, 2004)
- Language: English
- ISBN-10: 0273663569
- ISBN-13: 978-0273663560
- Product Dimensions: 6.1 x 0.6 x 9.2 inches
- Shipping Weight: 15.2 ounces
- Average Customer Review: 38 customer reviews
- Amazon Best Sellers Rank: #2,041,213 in Books (See Top 100 in Books)
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The New Business Road Test: What entrepreneurs and executives should do before writing a business plan 1st Edition
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"...shows how to road test ideas and opportunities before writing a business plan and improve the chances of winning both customers and capital" Business Monthly, July 03
"...does provide a reality check for anyone poised to jump into a new venture without thinking. Readers will enjoy discovering the nuggets of wisdom embedded in the case studies." Financial Times, July 03
"The New Business Road Test is a great read: thought-provoking, and not 'business-lite' like so much entrepreneurial advice. It's also digestible for a manager in the thick of things, something many books overlook. The questions John Mullins asks are relevant to new ventures and existing businesses looking to move forward, and this book will help you do just that. " Max Aitken Chief Executive, Ratio One
From the Back Cover
Got an idea for a new business? Take it for a road test to make sure it works.
Most new businesses fail. Why? Because all businesses are not created equal.
No matter how talented you are, no matter how hard you work, no matter how much capital you have, if you haven't given your idea a rigorous, critical examination before starting out you could be on the fast-track to disaster.
Wether 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 the fundamentals. Give your new business a fighting chance.
If you don't want to be a contributor to the business failure statistics, read this book. It will jump-start your business planning and improve your odds.
"This is the book you should read before you even think of starting a new business"
Richard Stutely, author of the Definitive Business Plan
"Less risk = More chance of success. If you want to increase your chance of success, READ THIS BOOK!"
Sinclair Beecham, Co-founder, Pret a manger
If more of the business plans we see were driven by the compelling fundamentals in Jon Mullins' book, there would be many more smiles on both sudes of our table."
Peter Englander, Director, Apax Partners
"Most business plans should have been abandoned before they were written... The good news in all this is that opportunities are not static. They can be shaped in many ways. Potentially fatal flaws are there to be fixed" the new business road test, p.21
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He basically states that if you are not in an industry where the trend is going to be high profit and there is little to no competitors (so say goodbye to your dream of making the next Facebook, SnapChat, WhatsApp, etc) quit and don't be an entrepreneur. The irony, as you can see by all the apps and large growth companies is that what he says is simply not true. If they were true and Mark Zuckerberg followed his advice, Facebook wouldn't be here.
Most entrepreneurs are IDEA first, they think of the need and solve the need before looking at the market. And the market does not have to be super highly favorable with absolutely no competition in order for the entrepreneur to make money. Unlike what Mullins said, the entrepreneur just need to have a product that is an improvement over previous products/solves a need for a good amount of people to become highly profitable.
The author doesn't realize that not all entrepreneurs can solve a need in a industry/market where everything is favorable. Yet he believes that if the industry/market is unfavorable IE: Restaurant business(highly competitive and other people can easily copy your idea) you should never start it. Instead he says to look in a industry/market that is absolutely perfect. For example, it suggest that you should start a Pharma company because it is highly profitable and you won't have many competitors. He doesn't realize that most of us cannot just start a Pharma company...
If you are an entrepreneurs I would suggest you read Lean Startup Method by Eric Reis or any of the other startup books out their. This one will just discourage you from ever starting your own business.
Book arrived quickly and as advertised.
The only thing I would complain about is that, for the one that I received, there are some pages misplaced and it took me awhile that those pages dont belong to where they are. But that's not the author's fault. The content is so great that i still rate this 5 stars.