About the AuthorsIntroductionWho Should Buy This Book?Why Is This Book Important?What Topics Are Covered?Why Are We Qualified to Write This Book?How to Use This BookChapter One. Can You Be a Successful Entrepreneur?What Do Successful Entrepreneurs Do?Who Are Successful Entrepreneurs?Two Common Paths to Entrepreneurial SuccessChapter One: Lessons LearnedChapter Two. Basic Rules of Business SuccessThe 8 Common Start–Up MistakesBasic Rules of Business SuccessChapter Two: Lessons LearnedChapter Three. What Is a Good Business Opportunity?Pencil ItExample 1: The Best Sandwich ShopExample 2: Children’s Clothing ShopTwo Different Types of BusinessesEstimating Your CostsChapter Three: Lessons LearnedChapter Four. How Do You Choose the Right Customers?The Right CustomersThe CompetitionChapter Four: Lessons LearnedChapter Five. How Do You Design Your Product or Service?Give Customers Only What They Truly NeedFeatures or BenefitsWhat Is Value?Example: Enhancing Your Product/Service ValueYour "Reason for Being"Low InnovationIt’s Now Time to Build Your Product/ServiceCan You Build or Produce It?The Prototype—The TestChapter Five: Lessons LearnedChapter Six. What Is the Right Price for Your Product or Service?Competitive PricingBreak-even FormulaAdditional Pricing FactorsChapter Six: Lessons LearnedChapter Seven. How Can You Overcome Customer Inertia?Obstacles to a SaleThe Risks of Buying from YouMaking Sales Takes PracticeChapter Seven: Lessons LearnedChapter Eight. How to Manage Your BusinessStart-Up OverloadYour Value ChainYour Supply ChainYour Manufacturing (Assembling) ChainWhy Do You Flow Chart Your Business?Management by ObjectivesManagement by ExceptionsThe Power of SimplicityMeasurements and RewardsStay on the Front LinesIterationMake Work FunChapter Eight: Lessons LearnedChapter Nine. How Do You Find and Keep Good Employees?This People Stuff Is HardWhat Do Employees Want?Why Is High Employee Turnover Bad?Hire for FitHiring ToolsBuy-InThe Rules of the GameBest Practices of Managing EmployeesMental RehearsalMental ReplayChapter Nine: Lessons LearnedChapter Ten. How Do You Manage Growth?Growth Can Be Good or BadThe Two AbsolutesProcessFinancing GrowthFinancial ControlsManaging the UnexpectedPeopleSmall Business ServicesCheck-OffLegalLegal StructureSmall Business NetworksUpgrading PeopleCustomer DiversificationGrowth Changes Your JobChapter Ten: Lessons Learned