'You may have capital and a talented management team, but if you are fundamentally in a lousy business, you won't get the kind of results you would in a good business. All businesses aren't created equal.' William P.Egan II, veteran US venture capitalist No matter how talented you are, no matter how much capital you have, no matter how good your business plan is, if you're pursuing a lousy business' i.e. a fundamentally flawed opportunity you're on the fast-track to failure. The New Business Road Test shows you how to avoid the obvious mistakes that everyone else makes. It shows you how to assess market opportunities. It also shows entrepreneurs and entrepreneurial teams how to assess honestly the capabilities they themselves bring to the table. The new edition of this best-selling book will help you to road test your idea, making sure that the business you build is based on a winning concept. It will enable you to invest your time wisely and pitch to investors and customers with confidence. Building on lessons learned by real entrepreneurs some in start-ups, others in established firms, some who got it right and others who got it wrong, Mullins addresses the seven domains that characterize attractive, compelling opportunities. Mullins presents a model that helps you answer the live-or-die questions in assessing any new business opportunity. Road test your business idea first and get ahead of the game.

约翰·马林斯（John Mullins）

伦敦商学院创业与营销管理实践方向的副教授。曾获得斯坦福大学商学院MBA学位，明尼苏达大学博士学位。拥有20年在高增长零售企业的管理经验，曾创办过两家公司，其中一家已经上市。

约翰在《哈佛商业评论》《斯隆管理评论》和《华尔街日报》等媒体上发表过众多案例和超过40篇文章。他的研究获得了来自美国营销科学院（Marketing Science Institute）、美国营销协会（the American Marketing Association,）和理查德·欧文基金会（Richard D. Irwin Foundation）等机构授予的奖项。他经常作为创业和风险投资方面的演讲嘉宾到世界各地演讲。

约翰曾出版过多部著作，《如何测试商业模式：创业者与管理者在启动精益创业前应该做什么》已经升级至第4版，成为创业评估和市场开拓方面的权威著作。他所著的第二本书籍——《制订B计划：突破到更好的商业模式》由哈佛商学院出版社出版，该书被美国《商业周刊》和《Inc》杂志评为“年度最佳书籍”。

约翰最新出版的书是《零成本创业：大众创业时代如何融资》由约翰·威立国际出版公司出版，该书被美国《财富》杂志评选为“年度不能被错过的书”之一。该书解决了创业者首要的和最重要的任务——募集投资资本环节的难题。

约翰还负责咨询和管理培训业务，其客户遍布五大洲，包括：Endeavor公司、肯尼亚航空公司（Kenya Airways）、默克雪兰诺公司（Merck-Serono）、时代华纳通信公司（Time Warner Communications）、欧洲和非洲的风险资本协会、Pumpkin公司、青年总裁组织、创业者组织、世界银行的国际金融公司等。他还曾在美国、英国、欧洲和亚洲的很多创业型公司的董事会中任职。