Now Published by SAGE! The Second Edition of "Venture Design" provides a step-by-step guide to help entrepreneurs navigate through the decision-making process and create a compelling business plan.
New to the Second Edition
Examines the qualities of entrepreneurs with a new chapter aimed at leveraging those personality traits to become a successful entrepreneur Explores the history of venture ideas with a new chapter devoted to helping readers discover and develop their own venture ideasIncludes a 6 month QuestionPro license for conducting conjoint surveys and provides readers with the data they need to choose the product attributes and price that maximize venture profits
QuestionPro's Online Conjoint Analysis
Conjoint analysis is the centerpiece of the venture design process, and QuestionPro is the premiere provider of online conjoint analysis. It allows entrepreneurs to know the demand curve (the amount that will sell at any given price) not just for the product as a whole, but for each of its features. So not only can you forecast demand, you can see how that forecast varies with the choices you make about product attributes and price.
Author Anne Marie Knott states: "When Venture Design 1/e was published QuestionPro didn't exist. You can find old editions to understand how enormously complex and time consuming do-it-yourself conjoint is. I remember describing the process to my students on the first day of class, and one of them asked, 'Why do we have to do all this? Do ALL entrepreneurs do this?' I answered, 'No, they don't, but 51percent of new firms fail by year four. Do you really want to be like ALL entrepreneurs? Don't you think that giving uptwo years income and $80,000 tuition should make you different?' QuestionPro allows you to be. Their software truly is turnkey. It allows you to enjoy the conjoint forest without having to get lost in the thicket of trees."
""This is the most useful and exciting text in the area of entrepreneurship that I have read to date.""- David AudretschAmeritech Chair of Economic DevelopmentUniversity of Indiana
""This is by far the best offering that I have seen in this field. Moreover, it is a first-rate management textbook with a solid theoretical underpinning, clear and precise definitions of concepts, and interesting and relevant examples.""- Michael LeibleinOhio State University
Venture Design is an innovative text that walks readers through each of the major decisions in venture design, and integrates the decisions into a cohesive whole. The most visible output of this process is an information intensive and analytically rigorous business plan. However the most valuable output is a spreadsheet "simulation" stretching from demand curves for each product feature to pro forma financial statements for the venture as a whole. This simulation encourages experimentation to produce a better design pre-launch and to facilitate more intelligent adaptation post-launch.
This second edition adds two new chapters: 1) the entrepreneur-what makes them different, and how you can utilize that information to increase your odds of becoming an entrepreneur?; 2) the venture idea-where have they come from historically and how to discover yours, plus updated information and examples throughout the remaining chapters.
The book is unique relative to other entrepreneurship texts in that it walks "would-be entrepreneurs" through each major decision. While it provides theoretical background for each decision, its real value is in the hands-on analytical tools. These tools and their implications are illuminated through a single case carried throughout the book.
