If You Build It Will They Come : Three Steps to Test and Validate Any Market Opportunity.
Title:
If You Build It Will They Come : Three Steps to Test and Validate Any Market Opportunity.
Author:
Adams, Rob.
ISBN:
9780470610565
Personal Author:
Edition:
1st ed.
Physical Description:
1 online resource (226 pages)
Contents:
If You Build It Will They Come? Three Steps to Test and Validate Any Market Opportunity -- Contents -- Introduction: Market Validation -- WHY YOU NEED TO READ THIS -- WHY MARKET VALIDATION MATTERS NOW, MORE THAN EVER -- THE IRIDIUM EXAMPLE -- OTHER EXAMPLES OF THE NEED FOR MARKET VALIDATION -- WHAT ARE THE BENEFITS OF MARKET VALIDATION? -- WHAT KIND OF COMPANY BENEFITS? -- LEVEL OF EFFORT-HOW LONG DOES IT TAKE, AND HOW MUCH DOES IT COST? -- THE "OF COURSE I WOULD DO THAT" FACTOR -- WHAT'S SO HARD? -- SALES AND MARKETING AS A FACT OF LIFE IN TODAY'S WORLD -- APPROACH AND LAYOUT OF THIS BOOK -- TERMINOLOGY -- STEP I: Ready-Could This Idea Fly? -- Chapter One: Ready: The Overview -- Chapter Two: Domain Knowledge: Where Did You Get Your Idea? -- EVALUATING YOUR IDEA: WHERE DID IT COME FROM? -- JOB EXPERIENCE -- EXPERIENCE AS A CONSUMER -- THE LAW OF LARGE NUMBERS -- Chapter Three: The Market: How Big Is It and How Fast Is It Growing? -- SIZE: IS THE MARKET BIG ENOUGH FOR YOUR AMBITIONS? -- GROWTH RATE: IS IT HAPPENING IN THIS MARKET? -- WHAT TO MEASURE YOUR GROWTH RATE AGAINST -- EVALUATING MARKET SEGMENTS -- Chapter Four: Lifecycles and Trends: How Are These Affecting Your Market? -- MARKET LIFECYCLES: WHERE'S YOUR ENTRY POINT? -- MARKET LIFECYCLES: A SUMMARY -- BROAD MARKET TRENDS: HOWDOES YOUR IDEA PLAY? -- CONSUMER SECTOR -- MANUFACTURING -- LIFE SCIENCES -- TECHNOLOGY -- SERVICES -- BUYING PATTERNS -- SOURCES OF CAPITAL -- POPULATION TRENDS -- TECHNOLOGY TRENDS -- Chapter Five: Your Competitors: What Are They Doing? -- ANALYZING YOUR COMPETITORS: YOUR MOST VALUABLE TOOL -- COMPETITIVE ANALYSIS -- SUBSTITUTE ANALYSIS -- ECONOMIC ANALYSIS -- Chapter Six: The Experts: What Do They Say? -- OTHER PEOPLE'S DATA: A TOOL FOR SIZING UP YOUR OPPORTUNITY -- SECONDARY MARKET RESEARCH -- WHAT IF THERE'S NO DATA? -- REPORTS: GET YOUR HANDS ON ONE.
ACCESSING THE ANALYSTS -- Chapter Seven: The Ready Checklist -- 1. DOMAIN KNOWLEDGE: WHERE DID YOU GET YOUR IDEA? -- 2. THE MARKET: HOWBIG IS IT AND HOWFAST IS IT GROWING? -- 3. LIFECYCLES AND TRENDS: HOWARE THESE AFFECTING YOUR MARKET? -- 4. YOUR COMPETITORS: WHAT ARE THEY DOING? -- 5. THE EXPERTS: WHAT DO THEY SAY? -- Step 2: Aim-What Do Your Future Customers Think? -- Chapter Eight: Aim: The Overview -- HOW AIM WORKS -- THE RESULT OF AIM: A ROBUST OFFERING -- Chapter Nine: Research: Learning What You Really Need to Know -- PRIMARY MARKET RESEARCH: YOUR #1 TOOL -- TYPES OF PRIMARY MARKET RESEARCH -- FACE-TO-FACE INTERVIEWS -- PHONE SURVEYS -- INTERNET SURVEYS -- OTHER TECHNIQUES -- DIRECT INTERVIEWS: A REAL-WORLD EXAMPLE -- Chapter Ten: Interviews: Getting to the Market Pain -- THE FUNDAMENTALS -- THE STARTING INTERVIEWS: BROADLY ASSESSING THE MARKET -- THE MID-POINT INTERVIEWS: ANALYZING THE GAP AND NARROWING YOUR CONCEPTS -- THE FINISHING INTERVIEWS: FINALIZING AND TESTING CONCEPTS -- Chapter Eleven: Who Are You After? Finding Your Target Audience -- TARGET AUDIENCE FUNDAMENTALS -- SOURCING NAMES -- MAGAZINES AND LIST BROKERS -- TRADE GROUPS -- TRADE SHOWS -- BROADER SOURCES -- SOCIAL MEDIA -- COMMERCIAL DATABASES -- Chapter Twelve: Turning Data into Results: How to Practically Apply All That You've Learned -- CONDUCTING INTERVIEWS -- ANALYZING THE DATA -- INTERPRETING THE RESULTS -- USING THE DATA TO TARGET YOUR MARKET -- USING THE DATA TO DESIGN YOUR PRODUCT -- Chapter Thirteen: Outside Help: Using Research Professionals -- Chapter Fourteen: Countdown: Preparing the Market for Your Product -- Chapter Fifteen: The Aim Checklist -- 1. RESEARCH: LEARNING WHAT YOU REALLY NEED TO KNOW -- 2. INTERVIEWS: GETTING TO THE MARKET PAIN -- 3. WHO ARE YOU AFTER? FINDING YOUR TARGET AUDIENCE.
4. TURNING DATA INTO RESULTS: HOWTO PRACTICALLY APPLY ALL THAT YOU'VE LEARNED -- 5. OUTSIDE HELP: USING RESEARCH PROFESSIONALS -- 6. COUNTDOWN: PREPARING THE MARKET FOR YOUR PRODUCT -- Step 3: Fire-Blasting into the Market -- Chapter Sixteen: Fire: The Overview -- Chapter Seventeen: Sales and Marketing: Budget for It -- Chapter Eighteen: The Details: Write Product Specs and Schedules -- PRODUCT SPECIFICATIONS -- PRODUCT SCHEDULES -- THE PRODUCT MANAGER -- Chapter Nineteen: Fast to Market: Get a Market-Oriented Product Out Quickly -- MINIMALLY ACCEPTABLE FEATURE SETS -- FAST PRODUCT ITERATIONS -- QUALITY DOESN'T ALWAYS MATTER -- KILLING FEATURES EARLY IN THE DEVELOPMENT PROCESS -- Chapter Twenty: Early Customers: Recruit Design Partners and Advisory Boards -- HELP TO DESIGN THE PRODUCT -- RECRUIT PARTNERS ALL ALONG THE WAY -- PARTNERS AS EARLY CUSTOMERS AND TESTERS -- EARLY PIPELINE -- SOURCES OF PUBLIC RELATIONS CASE STUDIES AND MEDIA REFERENCES -- KEEPING THEM UP TO SPEED EFFICIENTLY -- BOARDS OF ADVISORS -- Chapter Twenty-One: Showtime: Launch, Market, and Sell the Product -- LAUNCH -- EXTENSIVE KNOWLEDGE BASED ON EFFORTS -- EARLY CUSTOMERS, SUCCESS STORIES -- CYCLE BACK TO INFLUENCERS FROM EARLIER CHAPTERS -- SUSTAINED SALES AND MARKETING EFFORTS -- MARKET VALIDATION AS A CULTURAL ATTRIBUTE -- Chapter Twenty-Two: The Fire Checklist -- 1. SALES AND MARKETING: BUDGET FOR IT -- 2. THE DETAILS: WRITE PRODUCT SPECS AND SCHEDULES -- 3. FAST TO MARKET: GET A MARKET-ORIENTED PRODUCT OUT QUICKLY -- 4. EARLY CUSTOMERS: RECRUIT DESIGN PARTNERS AND ADVISORY BOARDS -- 5. SHOWTIME: LAUNCH, MARKET, AND SELL THE PRODUCT -- About the Author -- Index.
Abstract:
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.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
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