BusinessWeek (November 21, 2005)

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You argue. ’ While you may be right, the chances actually are, based on the accumulated learning of generations of entrepreneurs who have gone before you, that you are either not quite right, or perhaps even dead wrong! And as most venture capital investors will tell you, more money gets made on plan B (or C or D or Z) than ever gets made on plan A. indd 27 04/05/2010 15:57 28 The New Business Road Test So, before you get too far into the book, turn to Chapter 11, where you’ll learn about a powerful interviewing technique that will show you how to find out what you don’t know you don’t know about your new venture idea.

Once all five forces have been assessed, the key outcome is to reach a clear conclusion about the attractiveness of one’s industry. This step is crucial to the overall assessment of your opportunity, and it is one issue that professional investors always examine. If necessary, admit that your industry just isn’t very attractive. Note, however, that all is most industries are not necessarily lost if the verdict is unfavourable. Other factors elsewhere in the seven domains not very attractive analysis may compensate for these concerns.

33 difficult. Despite promising partnerships with some of Europe’s leading mobile operators, such as KPN (Netherlands), O2 (UK and Ireland), Bouygues and Orange (France), and E-plus (Germany), iMode did not enjoy the growth it had experienced in Japan. 20 Though the newly updated 3G networks in Europe made iMode even easier to use, the iMode technology itself didn’t. iMode required handsets and content specifically designed for iMode, unlike the conventional Internet browsers provided on the majority of handsets in Europe.

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