1. Mullin’s Seven Domains Model Template
The Seven Domains Model was developed by professor and entrepreneur John Mullins and outlined in his book The New Business Road Test. It was created for entrepreneurs interested in starting their own business as well as being a helpful guide for companies working to decide whether to pursue new product opportunities.
Mullin’s Seven Domains Model divides the proposed new product or venture into seven “domains”, four that look at the small (micro) and large (macro) aspects of the market and industry, as well as three that focus on internal issues within a company. As one begins to analyze each of the domains and ask key questions, a clearer picture will emerge as to the viability of the business or product being considered. During this process, potential challenges will be uncovered which can be addressed while writing the business plan. The seven domains include:
Market Attractiveness
Sector Market Benefits and Attractiveness
Industry Attractiveness
Sustainable Advantage
Mission, Aspirations and Risk Tolerance
Ability to Execute
Connectedness Up, Down, Across Value Chain
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2. Mullin’s Seven Domain Model
Market Domain
Industry Domain
Market Attractiveness
Industry Attractiveness
Connect-ness Across Value Chain
Macro Level
Mission, Aspirations, Risk Tolerance
Ability to Execute
Sector Market Benefits & Attractiveness
Cost
Micro Level
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