in 111 Books in 2011

#57/111: The New Business Road Test

What is it about?

How can you increase your probably of success? John Mullins takes a scientific-like way to explore why startups fail and how it can be fixed. Each major point is illustrated by case studies and a short section “what investors want to know”.

What can I learn?

What are your goals? Before starting you should define your goals. Do you want to build a multi million dollars company or a lifestyle business? Do you want to work 80h/w or rather 25? This is the general framework to later decisions.

Market and Industry: Often these two things are not really understood. Your market exists of your customers. Your Industries are your competitors. Often there are great markets but the industry sucks. A example are restaurants. There are a mass of people who have to eat every day but the industry is gigantic and competitive. There are lots of restaurants or people could cook for themselves. That is, you market should be acceptable and your industry.

Obey the Critical Success Factors: If you have chosen your market and industry, you have to identify the industry’s Critical Success Factors (CSF). What is really important in your industry? For example, you can’t build a successful news site if you don’t have topical and good content.

Choose a great management team: Your management team should be complementary to you. Firstly, you have to know your strengths and weaknesses. If you suck at finance look for a smart CFO. If you suck at managing people, look for a smart COO/CEO. You don’t have to do anything for yourself and probably better don’t.


This is a pretty good book. The New Business Road Test is well structured and each chapter includes case studies which support Mullins’ assumptions about starting a successful business. The book is very practical and definitely worth reading if you want to start a business. Recommendation!

Write a Comment


This site uses Akismet to reduce spam. Learn how your comment data is processed.