Book description
“This book should be on the seasoned entrepreneur’s list of ‘what I should have read before I started my business.’”
JOE KEELEY, President & CEO, College Nannies & Tutors Development
“This is one of the best entrepreneurship books I’ve read...I wish I had this book when I first started out.”
RYAN O’DONNELL, Cofounder and CEO, BullEx Digital Safety
Your own business: Take the leap, make it happen, and make it succeed!
· The truth about choosing the right business for you and maintaining a healthy personal life
· The truth about planning, funding, hiring, and successful launches
· The truth about financial management, marketing, and growth
This book reveals 53 bite-size, easy-to-use techniques for choosing, planning, launching, and growing your winning business.
You’ll learn how to generate and test business ideas, and pick the one that’s best for you...select the right entry strategy...name and locate your business...raise capital...build your team and get expert advice...protect your business secrets and intellectual property...effectively brand your business and market its offerings...handle pricing, distribution, and sales...manage your finances to specific objectives...prepare for growth...and even maintain your work/life balance as an entrepreneur. This isn't “someone's opinion”: it's a definitive, evidence-based guide to building your own successful enterprise--a set of bedrock principles you can rely on whoever you are, wherever you are, and whatever business you choose to launch.
Table of contents
- Title Page
- Copyright Page
- Dedication
- Table of Contents
- Praise for The Truth About Starting a Business
- I. The Truth About What It Takes to Be a Business Owner
-
II. The Truth About Generating and Testing Business Ideas
- 6. The most common sources of new business ideas
- 7. Want several alternatives? Techniques for generating new business ideas
- 8. A make-it or break-it issue: Selecting an idea that can be sold into a niche market
- 9. Screening and testing business ideas
- 10. Writing a business plan: Still as important as ever
- III. The Truth About Entry Strategies
- IV. The Truth About Getting Up and Running
-
V. The Truth About Raising Money
- 21. How to think about money as it relates to starting a business
- 22. Calculating your initial start-up costs
- 23. Personal funds, loans from friends and family, and bootstrapping
- 24. Debt financing
- 25. Equity funding
- 26. Grants: It takes the right fit
- 27. Persistence pays off: Finding alternative sources of start-up funds
- VI. The Truth About Building a New Business Team
- VII. The Truth About Intellectual Property
-
VIII. The Truth About Marketing
- 38. How to approach marketing in a new business
- 39. Segmenting the market and selecting a target market
- 40. Establishing a brand
- 41. Selling benefits rather than features
- 42. Pricing: The most dicey element in the marketing mix
- 43. It’s okay to advertise, but think through your choices carefully
- 44. Public relations: More important than ever
- 45. Distribution and sales: More choices than ever
- IX. The Truth About Financial Management
- X. The Truth About Growing a Business
- XI. The Truth About Starting a Business and Maintaining a Healthy Personal Life
- Reference
- About the Author
Product information
- Title: The Truth About Starting a Business
- Author(s):
- Release date: December 2008
- Publisher(s): Pearson
- ISBN: 9780137005888
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