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So, You Want to Start a Business?

  • Couverture cartonnée
  • 224 Nombre de pages
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Edward D. Hess, JD, LLM, has spent most of his business life advising entrepreneurs and financing their business ventures. He is c... Lire la suite
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Edward D. Hess, JD, LLM, has spent most of his business life advising entrepreneurs and financing their business ventures. He is currently Professor of Business Administration and Batten Executive-in-Residence at the Darden School of Business, University of Virginia. He founded and led the Center for Entrepreneurship and Corporate Growth and the Values-Based Leadership Institute at the Goizueta Business School, Emory University. His books include The Successful Family Business, The Search For Organic Growth, and The Road To Organic Growth. He has personally built three successful service businesses. His website is


Charles F. Goetz, MBA, Distinguished Lecturer in Entrepreneurship at Emory's Goizueta Business School, has built nine successful businesses in six industries. He serves on the boards of several entrepreneurial ventures and not-for-profits. He recently published The Great Entrepreneurial Divide. His specialties are marketing, customer acquisition, and product development.

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More than 60% of American adults say they want to own their own business, and more than 5,000,000 new businesses are started every year. Unfortunately, 50-70% of new businesses fail. In this book, two of the world's leading experts on entrepreneurship identify the 8 'killer mistakes' that cause most of these business failures and give entrepreneurs all the knowledge, tools, templates, strategies, and hands-on how-to advice they need to avoid these errors. Unlike other books that focus on topics like writing business plans and finding investors, this book focuses on the crucial operational issues that make the difference between consistent profitability and costly failure. You'll learn how to identify the right opportunities and customers; effectively design your products and services; set the right price; overcome customer inertia; avoid common day-to-day management mistakes; find and keep good employees; and finally, smoothly manage growth. Throughout, the authors draw on real life entrepreneurial experiences, case studies, and leading-edge research. But there's nothing theoretical here: from start to finish, this book delivers fast-paced, 100% practical advice you can begin using right this minute!


Acknowledgments  xvii

About the Authors  xix

Introduction  xx

Chapter 1 Can You Be a Successful Entrepreneur? 1

What Do Successful Entrepreneurs Do? 2

Who Are Successful Entrepreneurs? 3

Two Common Paths to Entrepreneurial Success 5

Chapter One: Lessons Learned 6

Chapter 2 Basic Rules of Business Success 9

The 8 Common Start-Up Mistakes 10

Basic Rules of Business Success 18

Chapter Two: Lessons Learned 19

Chapter 3 What Is a Good Business Opportunity? 21

Pencil It 23

Example 1: The Best Sandwich Shop 24

Example 2: Children's Clothing Shop 30

Two Different Types of Businesses 32

Estimating Your Costs 35

Chapter Three: Lessons Learned 38

Chapter 4 How Do You Choose the Right Customers? 41

The Right Customers 42

The Competition 52

Chapter Four: Lessons Learned 58

Chapter 5 How Do You Design Your Product or Service? 59

Give Customers Only What They Truly Need 60

Features or Benefits 60

What Is Value? 61

Example: Enhancing Your Product/Service Value 62

Your “Reason for Being” 66

Low Innovation 68

It's Now Time to Build Your Product/Service 69

Can You Build or Produce It? 70

The Prototype-The Test 70

Chapter Five: Lessons Learned 74

Chapter 6 What Is the Right Price for Your Product or Service? 77

Competitive Pricing 80

Break-even Formula 81

Additional Pricing Factors 82

Chapter Six: Lessons Learned 84

Chapter 7 How Can You Overcome Customer Inertia? 97

Obstacles to a Sale 88

The Risks of Buying from You 89

Making Sales Takes Practice 92

Chapter Seven: Lessons Learned 95

Chapter 8 How to Manage Your Business 97

Start-Up Overload 98

Your Value Chain 99

Your Supply Chain 100

Your Manufacturing (Assembling) Chain 101

Why Do You Flow Chart Your Business? 102

Management by Objectives 103

Management by Exceptions 106

The Power of Simplicity 108

Measurements and Rewards 110

Stay on the Front Lines 114

Iteration 114

Make Work Fun 115

Chapter Eight: Lessons Learned 116

Chapter 9 How Do You Find and Keep Good Employees? 119

This People Stuff Is Hard 120

What Do Employees Want? 121

Why Is High Employee Turnover Bad? 121

Hire for Fit 121

Hiring Tools 122

Buy-In 123

The Rules of the Game 124

Best Practices of Managing Employees 124

Mental Rehearsal 127

Mental Replay 127

Chapter Nine: Lessons Learned 128

Chapter 10 How Do You Manage Growth? 131

Growth Can Be Good or Bad 132

The Two Absolutes 134

Process 135

Financing Growth 136

Financial Controls 137

Managing the Unexpected 137

People 138

Small Business Services 139

Check-Off 140

Legal 140

Legal Structure 140

Small Business Networks 141

Upgrading People 142

Customer Diversification 142

Growth Changes Your Job 142

Chapter Ten: Lessons Learned 145

Conclusion 147

Business Rules 148

Lessons Learned 160

Bibliography and Resources 169

Books 169

Articles 181

Information Portals 183

Author's Commentaries 184

Index  187

Informations sur le produit

Titre: So, You Want to Start a Business?
Code EAN: 9780137126675
ISBN: 978-0-13-712667-5
Format: Couverture cartonnée
Editeur: Pearson Academic
Genre: Branches
nombre de pages: 224
Année: 2008