ESCP Europe

"Got an idea for a new business? Take it for a road test to make sure it works before you invest valuable time and money in it. Most new businesses fail. Why? Because 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 lousy business a fundamentally flawed opportunity youre on the fast-track to failure. The new edition of this best-selling book will help you to road test your idea, making sure that the business you build is based on a winning concept. It will enable you to invest your time and money wisely and pitch to investors and customers with confidence." - from back cover.

1. My opportunity: why will or won't this work? --- 2. Will the fish bite? --- 3. Is this a good market? --- 4. Is this a good industry? --- 5. How long will your advantage last? --- 6. What drives your entrepreneurial dream? --- 7. Can you and your team execute? --- 8. Your connections matter: which matter most? --- 9. Putting the seven domains to work to develop your opportunity --- 10. What to do before you write your business plan --- 11. How to learn what you don't know you don't know --- 12. Market analysis worksheet --- 13. Industry analysis checklist --- 14. Do-it-yourself marketing research for your new business road test --- 15. Evidence-based forecasting --- 16. Getting help with your road test..