The New Business Road Test: What entrepreneurs and investors should do before launching a lean start-up John Mullins is an English-language printed study book aimed at professionals in entrepreneurship. This handbook helps assess new business opportunities through a structured business road test.
With an emphasis on a thorough analysis of market, competition, and viability, this book provides insight into crucial questions such as:
- Is there an attractive market and industry?
- Does the opportunity provide customer advantages and competitive advantages with economic sustainability?
- Are you able to deliver the desired results?
The revised fourth edition includes up-to-date case studies including Ella’s Kitchen, Whole Foods, and eBay. In addition, Mullins introduces the 'seven domains' framework, which helps entrepreneurs avoid risks and improve their start-up’s chances of success. The book is supported by a practical app for collecting evidence for the road test.
The New Business Road Test is indispensable for anyone who wants to seriously pursue launching a new business.