John Mullins - Böcker

You have a new venture in mind. And you've crafted a business plan so detailed it's a work of art. Don't get too attached to it. As John Mullins and Randy Komisar explain in Getting to Plan B, new businesses are fraught with uncertainty. To succeed, you must change the plan in real time as the inevitable challenges arise. In fact, studies show that entrepreneurs who stick slavishly to their Plan A stand a greater chance of failing-and that many successful businesses barely resemble their founders' original idea. The authors provide a rigorous process for stress testing your Plan A and determining how to alter it so your business makes money, solves customers' needs, and endures. You'll discover strategies for: -Identifying the leap-of-faith assumptions hidden in your plan -Testing those assumptions and unearthing why the plan might not work -Reconfiguring the five components of your business model-revenue model, gross margin model, operating model, working capital model, and investment model-to create a sounder Plan B. Filled with success stories and cautionary tales, this book offers real cases illustrating the authors' unique process.Whether your idea is for a start-up or a new business unit within your organization, Getting to Plan B contains the road map you need to reach success.

The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small. Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions – both good and not-so-good – from around the world in companies ranging from entrepreneurial start-ups to multi-national giants.This edition continues to be the most current and internet-savvy book available, injecting the latest developments in internet-based communication and distribution technology into every chapter.

The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small. Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions – both good and not-so-good – from around the world in companies ranging from entrepreneurial start-ups to multi-national giants.This edition continues to be the most current and internet-savvy book available, injecting the latest developments in internet-based communication and distribution technology into every chapter.

Marketing Strategy, 8e is a focused, succinct text which can be used on its own or packaged with a case book. It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing’s cross/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The eighth edition helps students integrate what they have learned about analytical tools and the 4P’s of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.

Who needs investors? More than two generations ago, the venture capital community – VCs, business angels, incubators and others – convinced the entrepreneurial world that writing business plans and raising venture capital constituted the twin centerpieces of entrepreneurial endeavor. They did so for good reasons: the sometimes astonishing returns they've delivered to their investors and the astonishingly large companies that their ecosystem has created.But the vast majority of fast-growing companies never take any venture capital. So where does the money come from to start and grow their companies? From a much more agreeable and hospitable source, their customers. That's exactly what Michael Dell, Bill Gates and Banana Republic's Mel and Patricia Ziegler did to get their companies up and running and turn them into iconic brands.In The Customer Funded Business, best-selling author John Mullins uncovers five novel approaches that scrappy and innovative 21st century entrepreneurs working in companies large and small have ingeniously adapted from their predecessors like Dell, Gates, and the Zieglers: Matchmaker models (Airbnb)Pay-in-advance models (Threadless)Subscription models (TutorVista)Scarcity models (Vente Privee)Service-to-product models (GoViral)Through the captivating stories of these and other inspiring companies from around the world, Mullins brings to life the five models and identifies the questions that angel or other investors will – and should! – ask of entrepreneurs or corporate innovators seeking to apply them. Drawing on in-depth interviews with entrepreneurs and investors who have actually put these models to use, Mullins goes on to address the key implementation issues that characterize each of the models: when to apply them, how best to apply them, and the pitfalls to watch out for.Whether you're an aspiring entrepreneur lacking the start-up capital you need, an early-stage entrepreneur trying to get your cash-starved venture into take-off mode, an intrapreneur seeking funding within an established company, or an angel investor or mentor who supports high-potential ventures, this book offers the most sure-footed path to starting, financing, or growing your venture.John Mullins is the author of The New Business Road Test and, with Randy Komisar, the widely acclaimed Getting to Plan B.

Marketing Strategy, 8e is a focused, succinct text which can be used on its own or packaged with a case book. It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing’s cross/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The eighth edition helps students integrate what they have learned about analytical tools and the 4P’s of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.

ROAD TEST YOUR IDEA BEFORE YOU LAUNCH YOUR LEAN START-UP

 

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 fourth 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. www.newbusinessroadtest.com

Discover the six counter-conventional mindsets to be a changemaker In Break the Rules!: The Six Counter-Conventional Mindsets of Entrepreneurs That Can Help Anyone Change the World, celebrated London Business School entrepreneurship professor, keynote speaker, and best-selling author Dr. John Mullins delivers an eye-opening and insightful exploration of what sets successful entrepreneurs apart from other business people and from those who fail to reach their goals. You’ll discover a compelling argument that successful entrepreneurs exhibit one or more of the six break-the-rules mindsets revealed in this book. Each of these six mindsets can be learned, practiced, and built upon—by anyone, in any business setting large or small, old or new—, to create thriving businesses that grow and prosper. Mullins draws on over two decades of research to show you how to do exactly that. You’ll also find: Explanations of why the six break-the-rules mindsets fly in the face of conventional business and business school wisdomStrategies for dealing with, skating around, or otherwise overcoming the daunting obstacles that stand in every innovator’s wayWays to challenge assumptions and mitigate risk in order to take advantage of opportunities that present themselves along your entrepreneurial pathSteps you can take now to make one or more of these mindsets your own.An essential new take on entrepreneurship and on what it takes to be or become more “entrepreneurial,” Break the Rules! sheds new light on an oft-discussed—but rarely understood—area of business.

Joe, a violent sadistic offender since his teens, has received a life sentence for multiple murder. But is it enough? Most traditional life sentences have a fixed ‘minimum term’ which means most rapists and killers will eventually be freed. It’s only a matter of time. But their victims cannot be brought back from the dead, or from psychic mutilation they have suffered. Their families endure a true ‘life sentence’ of suffering from which there is no possibility of parole or early prison release.A clique of retired judges, called ‘The Project’, have formed a secret supreme court to covertly review all the traditional life sentences, and, in cases of the worst injustices, intervene. They employ a network of ghosts to secretly whisk away the selected prisoner, Joe in this case, to the invisible supermax, a futuristic prison. There, Joe is forced to undergo a radical treatment of self-discovery called The Born Again, conducted by four mysterious doctors and an android robot. Few inmates can endure. They either commit suicide or go mad. Joe must find a way to survive The Born Again.“The story has a gripping plot which offers great originality. It is a pleasure to read such a profound, intelligent piece of writing. It’s certainly opened my eyes to a more spiritual understanding of life, and has given me hope.” Abby Davis, author and editor at Jericho Writers