The New Business Road Test: What Entrepreneurs and Investors Should Do Before Launching a Lean Start-Up

By John Mullins


Thinking about starting a new business? Stop! Is there a genuine market for your idea? Do you really want to compete in that industry? Are you the right person to pursue it? No matter how talented you are or how much capital you have, if you're pursuing a fundamentally flawed opportunity then you're heading for failure. So before you launch your lean start-up, take your idea for a test drive and make sure it has a fighting chance of working.

Now in its fifth edition, The New Business Road Test is the essential handbook for anyone wanting to launch a start-up. The new and fully updated case studies - Ella's Kitchen, Whole Foods, eBay and more - and 'seven domains' framework will help you avoid impending disaster and enhance your chances of achieving your entrepreneurial dreams.

This book will help you answer the live-or-die questions:

- Are the market and industry attractive?

- Does the opportunity offer both customer benefits as well as competitive and economic sustainability?

- Can you deliver the results you seek?

The accompanying app (available on iTunes and Android) makes it easy to assemble all the evidence you need for your road test, wherever you are.

"A must-read for all entrepreneurs thinking about a lean start-up." - Steve Blank, father of the lean start-up movement and author, The Start-up Owner's Manual

"Mullins has hit the nail on the head. I wish this book had been given to every entrepreneur who appeared before me on Dragons' Den." - Doug Richard, entrepreneur, angel investor and founder, School for Startups.

"Teaches entrepreneurs and business owners how to avoid mistakes that many make." - Start Your Business magazine

"A reality check for anyone poised to jump into a new venture without thinking. Readers will enjoy discovering the nuggets of wisdom embedded in the case studies." -- Financial Times

"A great framework to distinguish between nutcase ideas and solid possibilities, and in some cases to turn the mad ideas into something that could work." - Max Aitken, serial entrepreneur

"John Mullins is a distinguished figure in the global entrepreneurial community." - David Giampaolo, Chief Executive, Pi Capital


  Choose a format

Price: $29.20/ea
LIST PRICE: $36.50

Bulk Paperback Non-returnable Discounts
Quantity Price Discount
1 - 24 $29.20 20%
25 - 99 $25.55 30%
100 - 499 $23.73 35%
500 - 999 $23.00 37%
ISBN: 9781292208398

About the Paperback

Publisher FT Press
Publish date 01/01/2018
Pages 360
ISBN-13 9781292208398
ISBN-10 1292208392
Language English

Need 1000 or more?

Additional discounts may be available for print books. We also offer pricing for RETURNABLE orders. Please call 1-800-236-7323 or email us to request a quote.