The new business road test
Subtitle: what entrepreneurs and executives should do before writing a business plan
By: John W. Mullins.
Edition: 2nd ed.
Publisher: Prentice Hall/Financial Times
Published: 2006
Place of publication: Harlow, England; New York
Language: eng
Number of pages: 305
ISBN-13: 9780273706533; 9780273708056
Subjects: New business enterprises -- Planning.; Marketing research.
Notes: Includes bibliographical references and index.
Table of contents: value: My opportunity : why will or won't this work?; value: Will the fish bite?; value: Is this a good market?; value: Is this a good industry?; value: How long will your advantage last?; value: What drives your entrepreneurial dream?; value: Can you and your team execute?; value: Your connections matter : which matter most?; value: Putting the seven domains to work to develop your opportunity; value: What to do before you write your business plan; value: How to learn what you don't know you don't know; value: Market analysis worksheet; value: Industry analysis checklist; value: Do-it-yourself marketing research for your new business road test; value: Evidence-based forecasting; value: Getting help with your road test; value: Appendix: Research methodology.