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If You Build It Will They Come?. Three Steps to Test and Validate Any Market Opportunity. Edition No. 1

  • ID: 2325683
  • Book
  • April 2010
  • 224 Pages
  • John Wiley and Sons Ltd

Know if you'll hit your targets before pulling the trigger on any marketing plan

More than sixty five percent of new products are commercial failures, and if you compound this with a recession, now more than ever you can't afford to be wrong. In If You Build It Will They Come, business professor and strategy consultant Rob Adams shows you how to make sure you hit your target market before you spend a lot of money. He shows you the fast, systematic and proven approach of performing Market Validation in advance of making a large product investment.

Adams outlines a simple and effective market validation and testing strategy that is proven, giving entrepreneurs and managers the ability to dramatically improve the prospect of product success. He explains how to quickly gather information on competitors, directly interview members of your target market, and figure out what the market really wants to buy, versus what customers say they want.

  • The steps to quickly understanding the viability of your market
  • Where to go to gather the information needed to hit the market requirements
  • How to follow through with the right product launched in the right way
  • Adams cuts through the fancy terms and expensive market research that gives lots of data but no real product oriented information about usage, pricing, features and competitive forces. In the end you'll produce results on your first release of a far more mature product, shipped in a faster timeframe with features customers will actually use.
  • This book is for anyone involved with designing, developing and launching new products. Its examples and advice cover everything from the fledgling start-up that needs their first product to work just to survive to the successful Fortune Class company establishing new worldwide markets. Examples cut across all major industrial sectors including consumer, retail, manufacturing, technology, life sciences and services. This book offers the step-based guidance you need to make sure failure is not an option.
Note: Product cover images may vary from those shown

Introduction Market Validation: Why Ready, Aim, Fire Beats Ready, Fire, Fire, Fire, Aim 1

Step 1 Ready - Could This Idea Fly?

Chapter One Ready: The Overview 35

Chapter Two Domain Knowledge: Where Did You Get Your Idea? 39

Chapter Three The Market: How Big is It, and How Fast is It Growing? 45

Chapter Four Lifecycles and Trends: How are These Affecting Your Market? 51

Chapter Five Your Competitors: What are They Doing? 71

Chapter Six The Experts: What Do They Say? 81

Chapter Seven The Ready Checklist 89

Step 2 Aim - What Do Your Future Customers Think?

Chapter Eight Aim: The Overview 95

Chapter Nine Research: Learning What You Really Need to Know 99

Chapter Ten Interviews: Getting to the Market Pain 113

Chapter Eleven Who are You After? Finding Your Target Audience 127

Chapter Twelve Turning Data into Results: How to Practically Apply All That You’ve Learned 137

Chapter Thirteen Outside Help: Using Research Professionals 143

Chapter Fourteen Countdown: Preparing the Market for Your Product 145

Chapter Fifteen The Aim Checklist 147

Step 3 Fire - Blasting into the Market

Chapter Sixteen Fire: The Overview 153

Chapter Seventeen Sales and Marketing: Budget for It 159

Chapter Eighteen The Details: Write Product Specs and Schedules 163

Chapter Nineteen Fast to Market: Get a Market-Oriented Product Out Quickly 171

Chapter Twenty Early Customers: Recruit Design Partners and Advisory Boards 179

Chapter Twenty-One Showtime: Launch, Market, and Sell the Product 189

Chapter Twenty-Two The Fire Checklist 195

About the Author 199

Index 201

Note: Product cover images may vary from those shown
Rob Adams
Note: Product cover images may vary from those shown