If You Build It Will They Come?. Three Steps to Test and Validate Any Market Opportunity

  • ID: 2325683
  • Book
  • 256 Pages
  • John Wiley and Sons Ltd
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Praise for IF YOU BUILD IT WILL THEY COME?

"This book will force any entrepreneur or intrapreneur to take a brutally honest look at their planned product development and launch—before it′s too late."—Curt Jackson, Director, Global Technology & Capital Management, Toppan Photomasks, Inc.

"Taking an idea or product to market is expensive and prone to failure. When we had to reconstruct our business, we rigorously adhered to Rob Adams′s Market Validation process to test our new ideas. We avoided organization–killing mistakes and created products and services that our clients need, value, and are willing to pay for. The process outlined in this book will save you immeasurable amounts of time, money, and wasted effort."—Eliza Evans, President and CEO, InCenter

"Whether you′re sitting in your garage trying to be the next Google, or trying to extend your Fortune 1000 company′s product line, this book will show you how to develop products that customers actually want."—Mark McLain, CEO and cofounder, Sailpoint

"Lots of people launch new products; few earn meaningful revenues. What do those few have in common? The clear focus and discipline it takes to excel at something truly difficult. If You Build It Will They Come? lays out the not–so–obvious basics of market–focused product development and launches."—Bruce Roberson, retired director, McKinsey & Company

"I′ve been helping companies for twenty years with the kinds of Market Validation programs described in If You Build It, Will They Come? Adams understands the power of market guidance and the practical aspects of collecting market input. This book will give you a competitive advantage during the product design phase, when it has the most impact, while avoiding costly mistakes."—Peter Simon, President, Simon Management

"Adams has assembled the collective wisdom of countless product launches, executive interviews, and venture capital perspectives on how companies can efficiently deliver market–oriented products. His conclusions are compelling, but obvious; yet few companies actually do it." —John Sibley Butler, Director, The Herb Kelleher Center for Entrepreneurship and The Institute for Innovation, Creativity, and Capital, The University of Texas at Austin

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Introduction.

Chapter One Ready: The Overview.

Chapter Two Domain Knowledge: Where Did You Get Your Idea?

Chapter Three The Market: How Big Is It, and How Fast Is It Growing?

Chapter Four Lifecycles and Trends: How Are These Affecting Your Market?

Chapter Five Your Competitors: What Are They Doing?

Chapter Six The Experts: What Do They Say?

Chapter Seven The Ready Checklist.

Chapter Eight Aim: The Overview.

Chapter Nine Research: Learning What You Really Need to Know.

Chapter Ten Interviews: Getting to the Market Pain.

Chapter Eleven Who Are You After? Finding Your Target Audience.

Chapter Twelve Turning Data into Results: How to Practically Apply All That You’ve Learned.

Chapter Thirteen Outside Help: Using Research Professionals.

Chapter Fourteen Countdown: Preparing the Market for Your Product.

Chapter Fifteen The Aim Checklist.

Chapter Sixteen Fire: The Overview.

Chapter Seventeen Sales and Marketing: Budget for It

Chapter Eighteen The Details: Write Product Specs and Schedules

Chapter Nineteen Fast to Market: Get a Market–Oriented Product Out Quickly

Chapter Twenty Early Customers: Recruit Design Partners and Advisory Boards

Chapter Twenty–One Showtime: Launch, Market, and Sell the Product

Chapter Twenty–Two The Fire Checklist

About the Author

Index

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Rob Adams is a strategy consultant and venture capitalist, and on the faculty of The University of Texas at Austin′s McCombs School of Business. He has been a founder, founding investor, or involved with the IPO or merger and acquisition of more than forty companies, involving the launch of more than 100 new products, representing more than a billion dollars of investment. He is the author of A Good Hard Kick in the Ass: Basic Training for Entrepreneurs. He has been covered in BusinessWeek, Forbes, Fortune, Money, the New York Times, the Wall Street Journal, and the Washington Post, as well as on Bloomberg Radio, Public Television, and National Public Radio′s Marketplace program. For more information, please visit www.drrobadams.com

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