John Mullins is a two-time entrepreneur and Associate Professor of Management Practice in Entrepreneurship and Marketing at the London Business School.
He brings over 20 years of executive experience in high-growth retailing firms to his award-winning teaching and research, which has, in turn, yielded four books as well as articles in esteemed outlets like the Harvard Business Review and the MIT Sloan Management Review.
His first trade book, The New Business Road Test: What Entrepreneurs and Investors Should Do Before Writing a Business Plan, is considered the definitive work on the assessment and shaping of market opportunities, and his 2009 book Getting to Plan B: Breaking Through to a Better Business Model was named among the year’s book books by BusinessWeek and Inc. magazine.
His latest book, The Customer-Funded Business, expounds on the five business models successful companies use to leverage customer funding and how to apply these strategies to your business.
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