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John W. Mullins, PhD |
John W. Mullins' Key Accomplishments Include . . .
John Mullins is an Associate Professor of Management Practice in Entrepreneurship and Marketing at the London Business School. He earned his MBA at the Stanford Graduate School of Business and his Ph.D. at the University of Minnesota. An award-winning teacher and scholar, John brings to his teaching and research 20 years of executive experience in high-growth retailing firms including two ventures he founded and one he took public.
Since becoming a business school professor in 1992, John Mullins has published four books, numerous cases and more than 40 articles in a variety of outlets, including Harvard Business Review, the MIT Sloan Management Review, and The Wall Street Journal. His research has won national and international awards from the Marketing Science Institute, the American Marketing Association, and the Richard D. Irwin Foundation. He is a frequent speaker to audiences in entrepreneurship and venture capital, and was named to the prestigious Thinkers50 “Guru Radar” roster of business thought-leaders in 2011.
John’s trade book, The New Business Road Test: What Entrepreneurs and Executives Should Do Before Writing a Business Plan, is the definitive work on the assessment and shaping of market opportunities. His book, the critically acclaimed Getting to Plan B: Breaking Through to a Better Business Model co-authoredwith Randy Komisar, was named to “Best Books of 2009” lists by BusinessWeek and INC Magazine.
More About Speaker, John Mullins. . .
John Mullins has done consulting and executive education on five continents for a variety of organizations both large and small, including: Endeavor, Kenya Airways, Merck-Serono, Time Warner Communications, the European and African Venture Capital Associations, Pumpkin Ltd., the Young Presidents Organization (YPO), and the International Finance Corporation of The World Bank, among numerous others.
John has also served on the boards of fast-growing entrepreneurial companies in the United States, United Kingdom, Europe, and Asia. |
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| Suggested Keynote Programs |
- GETTING TO PLAN B: Breaking Through to a Better Business Model
If the founders of Google, PayPal, or Starbucks had stuck to their original business plans, we’d likely never have heard of them. Instead, they made radical changes to their initial models, became household names, and delivered huge returns for investors. How did they get from their Plan A to a business model that worked? Why did they succeed when most new ventures crash and burn?
John Mullins argues that the startup process, largely driven by poorly conceived business plans based on untested assumptions, is seriously flawed. But there is a better way to launch new ideas—without wasting years of your time and loads of investors’ money.
In Getting to Plan B, Mullins presents a field-tested process for rigorously stress-testing your initial business idea, and using the evidence you uncover to make swift corrections that tip the business equation in your favor. Focusing on five elements that determine any business model’s economic viability— its revenue, gross margin, operating, working capital, and investment models—the Plan B approach significantly reduces your risk of failure by:
- Comparing your idea with existing models to steal what works, avoid what doesn’t, and add improvements
- Identifying “leaps of faith”: the as-yet-untested questions you are banking your business on
- Conducting fast, inexpensive, data-driven experiments to support or refute those questions
- Using this data to make smart strategic changes and course correct before it’s too late
Through examples, first hand experience and research in businesses around the world, Mullins reveals how companies have used such systematic experimentation to transform their current business into a viable Plan B. Whether launching a new venture in the marketplace or inside your company, Getting to Plan B will help you replace assumptions with evidence—and vastly improve your odds of success.
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