The New Business Road Test - John Mullins
By Josh Kaufman
So you have a business idea. How do you ensure it’s a good one before you commit your savings and the next few years of your life to making it happen?
Never fear: Professor John Mullins of the London Business School is here to help. The New Business Road Test is a systematic method of determining the viability of any business before you invest time, effort, and resources in a new venture.
Fundamental flaws in your business model virtually guarantee that your venture will fail. In The New Business Road Test, Mullins teaches you how to evaluate the strength of your prospective market, analyze your competition, identify your advantages, and forecast your results.
Make no mistake: building a successful business requires dedication and effort, and many ultimately fail. However, if you take the time to evaluate the opportunity before you act, you’ll dramatically increase the odds that your venture will be sustainable and profitable.
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