FAIL FAST OR WIN BIG: THE START-UP PLAN FOR STARTING NOW

Book ID/图书代码： 00431015B77895

English Summary/英文概要： Entrepreneurs have long been taught that to be successful, they need to spend months perfecting a business plan and finding investors before they can finally launch their business. But with the marketplace changing at lightning speed, this notion is not only outdated - it’s costly. There’s no point to building a business in a bubble. Today’s entrepreneurs must embrace the idea of "failing fast." They need to connect with real customers and determine quickly whether their idea is worth pursuing, needs new direction, or should be abandoned altogether. Fail Fast or Win Big shows entrepreneurs how to: create a rapid prototype of their product or service; develop a business model instead of a business plan; test it repeatedly with customers so they can spot failure early; continue to refine the model based on customer interactions; leverage their network and resources in order to run lean. The longer it takes to launch a company, the more changes there will have been in the market place. Featuring real-life examples of entrepreneurs who set out to fail fast and ended up winning big, this ground breaking guide reveals how the right kind of risk can really pay off.

Chinese Summary/中文概要： 企业家们长久以来都认为要想成功地开一家新公司，他们必须花数月的时间完善企业计划，找到投资者。但是如今的市场形势瞬息万变，以往的做法不仅是过时的，而且是非常浪费资源的。没必要花费金钱精力在一个泡沫计划中。现今的企业家必须学会“快速失败”这个概念。他们需要和真实的客户沟通，快速决定自己的计划是否值得继续推进，还是需要一个新的方向，亦或是完全放弃。《快速失败，回报丰厚》教导企业家们为他们的产品或服务建立快速产销的模式，发展企业模型而不是企业计划，与消费者反复试验，及早发现失策的地方，并不断地完善，利用网络和资源精益求精。公司启动前花的时间越长，在市场中的变数也就越多。书中还列举了企业家采取“快速失败”模式，最终获得丰厚回报的真实案例，这一全新的指导方法也将告诉企业家们有些风险该冒还是要冒的。（XAT）

Awards/获奖情况：..".offers an inspirational guide designed for a world in which nothing is too fast -- and failure is a positive sign of action." "--Soundview"

About the Author/作者介绍： 伯恩哈德•施罗德是圣地亚哥大学，拉文创业中心的负责人。他此前曾是过世界最大整合营销传播机构——中正合伙人的高级合伙人，同时还为亚马逊，雅虎，以及诸多财富100强集团，例如苹果，耐克，凯洛格，通用及美国运通在起步阶段担任过市场和品牌咨询工作。详情请见：http://www.amacombooks.org/book.cfm?isbn=9780814434789#sthash.w3bCebTA.dpuf

BERNHARD SCHROEDER is a director at the prestigious Lavin Entrepreneurship Center at San Diego State University. Previously a senior partner at CKS Partners, the world’s largest integrated marketing communications agency, he has served as a marketing and brand expert for successful start-ups such as Amazon and Yahoo as well as Fortune 100 firms such as Apple, Nike, Kellogg’s, GM, and American Express. - See more at: http://www.amacombooks.org/book.cfm?isbn=9780814434789#sthash.w3bCebTA.dpuf

Format:HARDCOVER

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)

Complex/Traditional Chinese/繁体中文：AVAILABLE

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