If You Build It Will They Come? (Three Steps to Test and Validate Any Market Opportunity)

Know if you'll hit your targets before pulling the trigger onany marketing plan

More than sixty five percent of new products are commercialfailures, and if you compound this with a recession, now more thanever you can't afford to be wrong. In If You Build It Will TheyCome, business professor and strategy consultant Rob Adamsshows you how to make sure you hit your target market beforeyou spend a lot of money. He shows you the fast, systematic andproven approach of performing Market Validation in advance ofmaking a large product investment.

Adams outlines a simple and effective market validation andtesting strategy that is proven, giving entrepreneurs and managersthe ability to dramatically improve the prospect of productsuccess. He explains how to quickly gather information oncompetitors, directly interview members of your target market, andfigure out what the market really wants to buy, versus whatcustomers say they want.

• The steps to quickly understanding the viability of yourmarket
• Where to go to gather the information needed to hit the marketrequirements
• How to follow through with the right product launched in theright way
• Adams cuts through the fancy terms and expensive marketresearch that gives lots of data but no real product orientedinformation about usage, pricing, features and competitive forces.In the end you'll produce results on your first release of a farmore mature product, shipped in a faster timeframe with featurescustomers will actually use.
• This book is for anyone involved with designing, developing andlaunching new products. Its examples and advice cover everythingfrom the fledgling start-up that needs their first product to workjust to survive to the successful Fortune Class companyestablishing new worldwide markets. Examples cut across all majorindustrial sectors including consumer, retail, manufacturing,technology, life sciences and services. This book offers thestep-based guidance you need to make sure failure is not anoption.

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