Definitive Business Plan, Second Edition, The

For or against you?

The world seems to be packed with little spirits and gremlins that influence your business. Most of these are forces over which you appear to have little (or limited) control. Some are helpful. Many are waiting to catch you out. These include your competitors (actual and potential), customers (actual and prospective), business partners and a whole range of other influences.

It is important to understand the working of these external influences. You will find that you can control some of them quite well, and use many of them to your advantage.

You have the greatest ability to influence those things closest to you, your micro environment – your company itself, business partners (including suppliers and resellers), competitors, ...