Book description
Know if you'll hit your targets before pulling the trigger on any
marketing plan
More than sixty five percent of new products are commercial failures,
and if you compound this with a recession, now more than ever you
can't afford to be wrong. In If You Build It Will They Come,
business professor and strategy consultant Rob Adams shows you how
to make sure you hit your target market before you spend a lot
of money. He shows you the fast, systematic and proven approach of
performing Market Validation in advance of making a large product investment.
Adams outlines a simple and effective market validation and testing
strategy that is proven, giving entrepreneurs and managers the ability
to dramatically improve the prospect of product success. He explains
how to quickly gather information on competitors, directly interview
members of your target market, and figure out what the market really
wants to buy, versus what customers say they want.
- The steps to quickly understanding the viability of your market
- Where to go to gather the information needed to hit the market requirements
- How to follow through with the right product launched in the
right way
- Adams cuts through the fancy terms and expensive market research
that gives lots of data but no real product oriented information
about usage, pricing, features and competitive forces. In the end
you'll produce results on your first release of a far more mature
product, shipped in a faster timeframe with features customers
will actually use.
- This book is for anyone involved with designing, developing and
launching new products. Its examples and advice cover everything
from the fledgling start-up that needs their first product to work
just to survive to the successful Fortune Class company
establishing new worldwide markets. Examples cut across all major
industrial sectors including consumer, retail, manufacturing,
technology, life sciences and services. This book offers the
step-based guidance you need to make sure failure is not an
option.
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
