Mullins, John W. <br/><br/>
The new business road test :  what entrepreneurs and executives should do before writing a business plan / 
John W. Mullins. 
 - 2nd edition. 
 - Harlow, England ;  New York :  Prentice Hall/Financial Times,  2006. 
 - xviii, 305 pages :  illustrations ;  24 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>My opportunity : why will or won't this work? -- Will the fish bite? -- Is this a good market? -- Is this a good industry? -- How long will your advantage last? -- What drives your entrepreneurial dream? -- Can you and your team execute? -- Your connections matter : which matter most? -- Putting the seven domains to work to develop your opportunity -- What to do before you write your business plan -- How to learn what you don't know you don't know -- Market analysis worksheet -- Industry analysis checklist -- Do-it-yourself marketing research for your new business road test -- Evidence-based forecasting -- Getting help with your road test -- Appendix: Research methodology. 
<br/><br/><label>ISBN: </label>9780273708056 0273708058 9780273706533 
<br/><br/><label>Subjects--Topical Terms: </label><br/>New business enterprises--Planning.<br/>Marketing research.