If You Build It Will They Come? (ePub)

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.