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HOW TO SPOT THE DIFFERENCE BETWEEN A HOT START-UP AND A FLAWED NON-STARTER

NEW BOOK: The New Business Road Test helps sort the investment opportunities to back from the ones to avoid

In many ways, 2018 is a great time for start-ups in the UK – the European economy is on a hot streak that shows no sign of abating. Fund flows into venture capital coffers are up sharply. Even better, there is a growing trend of individuals looking for angel investment opportunities.

However, the latest figures from the Entrepreneurship Research Centre1 show that little more than half of all UK start-ups survive beyond three years, and just 2% scale up to turnover more than £1million in the same period. So, what are the reasons for these failure rates, and how can investors spot the fundamentally flawed enterprises that are heading for disaster before it is too late?

The New Business Road Test is the essential handbook for anyone wanting to invest in or launch a start-up. Through a series practical exercises, accessible advice and insightful real-life case studies, the book helps investors make more informed investment decisions by answering three vital questions:

  • Are the market and industry really attractive?
  • Does the opportunity offer both customer benefits as well as competitive and economic sustainability?
  • Has the entrepreneur got what it takes?

The author, John Mullins, is Associate Professor of Management Practice in Entrepreneurship and Marketing at London Business School. As a veteran of three entrepreneurial ventures and one of the world’s most respected researchers and speakers on the topic, he is perfectly placed to combine academic research, real-life examples and practical advice in a way that is accessible to both entrepreneurs and those who back them.

Now in its fifth edition, The New Business Road Test, has been updated with brand new material specifically to help investors to identify the opportunities to back, and the ones to avoid. There is also a selection of new case studies, including practical advice focused around the entrepreneur, and the mindset and skillset required for success.

Exclusive articles and interviews available:

John Mullins is an experienced and engaging speaker on many business and entrepreneurship topics, and is available for expert comment, interview and guest articles on a number of subjects, including:

  • Why that start-up idea will – or won’t – work
  • Spot the entrepreneur: How to tell if they have what it takes
  • What’s the difference? How markets and industries vary, and why it matters
  • Why their business plan probably won’t deliver
  • Why 2018 could be the perfect time to back a start-up
  • The key attributes Angel Investors should be looking for

The New Business Road Test: What entrepreneurs and investors should do before launching a lean start-up (5th Edition) by John Mullins is out now, published by FT Publishing, priced £27.99