Adams If You Build It Will They Come?

Three Steps to Test and Validate Any Market Opportunity
1. Auflage 2010
ISBN: 978-0-470-61056-5
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 256 Seiten, E-Book

Know if you'll hit your targets before pulling the trigger onany marketing plan
More than sixty five percent of new products are commercialfailures, and if you compound this with a recession, now more thanever you can't afford to be wrong. In If You Build It Will TheyCome, business professor and strategy consultant Rob Adamsshows you how to make sure you hit your target market beforeyou spend a lot of money. He shows you the fast, systematic andproven approach of performing Market Validation in advance ofmaking a large product investment.
Adams outlines a simple and effective market validation andtesting strategy that is proven, giving entrepreneurs and managersthe ability to dramatically improve the prospect of productsuccess. He explains how to quickly gather information oncompetitors, directly interview members of your target market, andfigure out what the market really wants to buy, versus whatcustomers say they want.
* The steps to quickly understanding the viability of yourmarket
* Where to go to gather the information needed to hit the marketrequirements
* How to follow through with the right product launched in theright way
* Adams cuts through the fancy terms and expensive marketresearch that gives lots of data but no real product orientedinformation about usage, pricing, features and competitive forces.In the end you'll produce results on your first release of a farmore mature product, shipped in a faster timeframe with featurescustomers will actually use.
* This book is for anyone involved with designing, developing andlaunching new products. Its examples and advice cover everythingfrom the fledgling start-up that needs their first product to workjust to survive to the successful Fortune Class companyestablishing new worldwide markets. Examples cut across all majorindustrial sectors including consumer, retail, manufacturing,technology, life sciences and services. This book offers thestep-based guidance you need to make sure failure is not anoption.

Autoren/Hrsg.

Adams, Rob

Inhaltsverzeichnis

Introduction.
Chapter One Ready: The Overview.
Chapter Two Domain Knowledge: Where Did You Get YourIdea?
Chapter Three The Market: How Big Is It, and How Fast IsIt Growing?
Chapter Four Lifecycles and Trends: How Are TheseAffecting 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 toKnow.
Chapter Ten Interviews: Getting to the Market Pain.
Chapter Eleven Who Are You After? Finding Your TargetAudience.
Chapter Twelve Turning Data into Results: How toPractically Apply All That You've Learned.
Chapter Thirteen Outside Help: Using ResearchProfessionals.
Chapter Fourteen Countdown: Preparing the Market for YourProduct.
Chapter Fifteen The Aim Checklist.
Chapter Sixteen Fire: The Overview.
Chapter Seventeen Sales and Marketing: Budget forIt
Chapter Eighteen The Details: Write Product Specs andSchedules
Chapter Nineteen Fast to Market: Get a Market-OrientedProduct Out Quickly
Chapter Twenty Early Customers: Recruit Design Partnersand Advisory Boards
Chapter Twenty-One Showtime: Launch, Market, and Sell theProduct
Chapter Twenty-Two The Fire Checklist
About the Author
Index

Über Autor(innen)

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