If You Build It Will They Come?: Three Steps to Test and Validate Any Market Opportunity
- 2h 55m
- Rob Adams
- John Wiley & Sons (US)
- 2010
Why do 65 percent of new products fail? In today's hyper-competitive market, companies too often misjudge demand. They either perform too little of the necessary market research, misuse the data they do collect, or neglect to integrate their research into product development. Amazingly, many companies get their market insights during or after their product's failure. It doesn't have to be this way!
If You Build It Will They Come lays out a complete system for objectively assessing a market before you develop a product or any business idea. Whether you're in a tiny startup or a major corporation, venture capitalist and business professor Rob Adams's proven Market Validation process enables you to maximize your investment dollars while minimizing your risks.
If You Build It Will They Come helps you execute the essential actions for any new product offering. Using this book's "Ready, Aim, Fire" framework, you'll:
- Evaluate product ideas
- Gather the right information on competitors
- Find and understand your target audience
- Match product features to market demand
- Determine pricing
- Utilize experts and data
- Prepare the market for your product
- Bring your product to market
Successful product launches often look easy in retrospect when they actually require a phenomenal amount of effort and planning—and you usually don't read about the many failures. Filled with real-life examples, case studies, and practical tips, If You Build It Will They Come gives you tested tools to ensure that your work ends in a successful launch. So before you build it, get this book—and watch customers come running!
About the Author
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 drrobadams.com.
In this Book
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Ready
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Domain Knowledge
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The Market
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Lifecycles and Trends
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Your Competitors
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The Experts
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The Ready Checklist
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Aim
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Research
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Interviews
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Who Are You After?
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Turning Data into Results
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Outside Help
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Countdown
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The Aim Checklist
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Fire
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Sales and Marketing
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The Details
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Fast to Market
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Early Customers
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Showtime
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The Fire Checklist
