The book
Pre-Mortem Analysis
What Will Kill Your Business in 3 Years?
A practical guide to discovering why your business could fail - before it does.
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Why this book
A practical guide, not a theory book
Most business books explain how to succeed. This book starts from the opposite question: what could make your business fail?
It offers a structured, practical way to uncover hidden vulnerabilities, test the assumptions underneath your business model and translate the findings into preventive action. It is written as a working guide, not an academic treatise.
Placeholder text - to be replaced with the author's description.
Who it is for
- Entrepreneurs and small business owners
- Startup founders and their teams
- Business and entrepreneurship students
- Consultants, business coaches and educators
What you will learn
- Run a structured pre-mortem on your own business model
- Recognise the assumptions your plans quietly depend on
- Assess and compare risks without false precision
- Turn vulnerabilities into practical preventive actions
- Build a habit of reviewing risks as your business evolves
About the author
Joeri van den Hoek
Joeri van den Hoek is a Dutch entrepreneur, innovation project manager, and lecturer in entrepreneurship with extensive hands-on experience in developing and managing businesses. He teaches entrepreneurship at a university of applied sciences, helping students develop, test, and strengthen their business ideas. As founder and co-owner of several companies operating in international e-commerce, sports merchandising, and licensing, he combines entrepreneurial experience with a strong interest in business model innovation and strategic decision-making.
Throughout his career, he has developed a practical approach to entrepreneurship based on lean principles, experimentation, and managing uncertainty. He believes that successful entrepreneurship is not just about recognizing opportunities, but also about anticipating what could go wrong.
With Pre-Mortem Analysis, Joeri brings together practical business experience, established management frameworks, and a structured approach to identifying risks before they become problems. His aim is to make strategic thinking and risk analysis accessible and actionable for entrepreneurs, students, and business professionals.
Publication details
- Format
- To be confirmed
- Pages
- To be confirmed
- ISBN
- To be confirmed
- Publication date
- To be confirmed
- Language
- English
Get the book
Purchase options
Purchase options will be listed here once the book is available.
Included with the book: the digital workbook
Every copy of the book includes a personal activation code. Create a free account and enter the code to unlock the digital workbook, all analysis tools, templates and PDF reports.
Put it into practice
Digital tools that go with the book
Quick Scan
Ten questions, five minutes, free.
Pre-Mortem Analysis
The guided, step-by-step workspace.
Workbook & templates
Worksheets, checklists and cases.
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