I fully recommend this book to anyone serious about investing time and/or money in a new business. It lays out a method for developing a thorough understanding of any concept, its market and its industry... but more than that... "The New Business Road Test" helps gauge how to give a new business the very best chance of success. I first met John Mullins a year ago on the Entrepreneurship Summer School at London Business School. As the course's architect and lead tutor, he helped me bring to bear the "7-Domains" framework on what I thought was a winning concept. Were it not for his teaching, I may well have made a huge mistake. As it was, he helped me understand in advance the difficulties I would likely be faced with, and more importantly, his coaching helped me identify a far more achievable opportunity. The book is thorough but at the same time an easy read. That's not to say answering the questions raised about a new venture is easy. It isn't. But John's messages are always thoughtful and resoundingly practical. He has a great ability to present complex interrelated issues in a logical way, which speaks to his many years of hands-on entrepreneurial experience. Buy the book- it's great. I use it all the time.