CHAPTER 1
THE IDEA
WHAT IT’S ALL ABOUT 
- What you want to do
- Researching your market thoroughly
- Potential customers
- Whether it will make money
- Plans and execution
Starting a business is a matter of choice – no one can be forced into it. That’s a very interesting thought, because so many people working in corporations don’t have a great deal of choice. Suddenly then, you do. What would you like to do? It’s a simple enough question, and yet can be extraordinarily hard to answer. It is a truly unique moment when you can decide something entirely by yourself. So it is worth taking proper care to get it right.
Copying something else is unlikely to be very ...
