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Entrepreneurship: A Real-World Approach, 1st Edition

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• Entrepreneurship: A Real-World Approach
• Printed page number: iiCopyright
• Printed page number: iiiPraise for Books from PlanningShop
• Printed page number: viiAbout the Author
• Printed page number: viiiTable of Contents
• Printed page number: xBuild-Your-Business Worksheets
• ExpandPrinted page number: 1Chapter 1: What Is Entrepreneurship?
  • Printed page number: 2Learning Objectives
  • Printed page number: 2Understanding Entrepreneurship
  • Printed page number: 7Thinking like an Entrepreneur
  • Printed page number: 11The Advantages and Challenges of Entrepreneurship
  • Printed page number: 15Your Goals, Ideas, and Vision
  • Printed page number: 24Entrepreneurs Make a Difference
• ExpandPrinted page number: 25Chapter 2: Opportunity Identification and Feasibility Analysis
  • Printed page number: 26Learning Objectives
  • Printed page number: 26The Successful Business Concept
  • Printed page number: 31Recognizing Business Opportunities
  • Printed page number: 35What Is Your Business Model?
  • Printed page number: 40Feasibility Analysis
  • Printed page number: 42Creating a Product Prototype
  • Printed page number: 46Real-World Case: Entering a Mature Industry: How Zipcar Created a New Business Model
  • Printed page number: 48Critical Thinking Exercise: Wouldn't It Be Nice If...?
• ExpandPrinted page number: 49Chapter 3: Basic Business Research
  • Printed page number: 50Learning Objectives
  • Printed page number: 50Why Research Is Important
  • Printed page number: 51Types of Business Research
  • Printed page number: 53Critical Areas to Research
  • Printed page number: 63Evaluate Your Data
  • Printed page number: 68Organize your data and avoid plagiarism
  • Printed page number: 70Real-World Case: Luxury Doesn't Just Happen: The Ritz-Carlton Hotel Company
  • Printed page number: 72Critical Thinking Exercise: What Do You Need to Know?
• ExpandPrinted page number: 73Chapter 4: Business Planning
  • Printed page number: 74Learning Objectives
  • Printed page number: 74Why You Need a Business Plan
  • Printed page number: 77What Goes into Your Plan?
  • Printed page number: 78Preparing Your Financials
  • Printed page number: 83Preparing Your Plan
  • Printed page number: 86Distributing and Presenting Your Plan
  • Printed page number: 91Classes and Competitions
  • Printed page number: 94Real-World Case: Business Planner Plans for Survival
  • Printed page number: 96Critical Thinking Exercise: How to Spend $100,000
• ExpandPrinted page number: 97Chapter 5: Your Customers and Target Market
  • Printed page number: 98Learning Objectives
  • Printed page number: 98Your Customers: Who Are They?
  • Printed page number: 104Know Your Customers: Understanding Market Characteristics
  • Printed page number: 107Target Market Size and Trends
  • Printed page number: 110Identifying Market Segments and Niches
  • Printed page number: 114Real-World Case: Know Thy Customer: The Secret of Trader Joe's Success
  • Printed page number: 116Critical Thinking Exercise: What Size Will Your Loaf of Bread Be?
• ExpandPrinted page number: 117Chapter 6: Competitive Analysis, Strategic Positioning, and Risk Assessment
  • Printed page number: 118Learning Objectives
  • Printed page number: 118What Makes Your Business Special?
  • Printed page number: 119Know What You're Up Against—Your Competition
  • Printed page number: 126What Kinds of Strategic Positions Are There?
  • Printed page number: 133Competitive Analysis
  • Printed page number: 133Risk
  • Printed page number: 138Real-World Case: Social Status: The Rise and Fall of MySpace
  • Printed page number: 140Critical Thinking Exercise: Help Google Survive
• ExpandPrinted page number: 141Chapter 7: Money Management
  • Printed page number: 142Learning Objectives
  • Printed page number: 142General Financial Terms
  • Printed page number: 145How to Read and Understand Basic Financial Statements
  • Printed page number: 156Financial Projections: "Bottom Up" vs. "Top Down"
  • Printed page number: 160Measuring Success
  • Printed page number: 163Working with an Accountant
  • Printed page number: 163Money-Management Tips
  • Printed page number: 164How to Get Paid
  • Printed page number: 166Real-World Case: Heavy Baggage: Debt at Luxury Luggage Maker J. W. Hulme
  • Printed page number: 168Critical Thinking Exercise: Running on Empty
• ExpandPrinted page number: 169Chapter 8: Financing Your Business
  • Printed page number: 170Learning Objectives
  • Printed page number: 170Looking for Money
  • Printed page number: 171Debt Versus Equity
  • Printed page number: 173Sources of Money for Entrepreneurial Ventures
  • Printed page number: 179The Process of Securing Investors
  • Printed page number: 187The Process of Securing Lenders
  • Printed page number: 191The Best Source of All: Raising Money through Revenue
  • Printed page number: 192Start-up Costs
  • Printed page number: 194Real-World Case: Tactus Tackles Fund-Raising
  • Printed page number: 196Critical Thinking Exercise: Building a Financing Strategy for Your Building Business
• ExpandPrinted page number: 197Chapter 9: Marketing Fundamentals
  • Printed page number: 198Learning Objectives
  • Printed page number: 198The Importance of a Marketing Plan
  • Printed page number: 200Why People Buy
  • Printed page number: 202Acquire and Retain Customers
  • Printed page number: 209Brand Identity
  • Printed page number: 216Core Messaging
  • Printed page number: 218Your Marketing Budget
  • Printed page number: 221Price Your Products and Services
  • Printed page number: 224Real-World Case: True Branding Comes from Within: Dove Beauty
  • Printed page number: 226Critical Thinking Exercise: Brush Up Your Marketing
• ExpandPrinted page number: 227Chapter 10: Marketing Tactics
  • Printed page number: 228Learning Objectives
  • Printed page number: 228Which Marketing Vehicles?
  • Printed page number: 229Print, TV, and Radio Advertising
  • Printed page number: 233Online Marketing
  • Printed page number: 242Marketing Collateral
  • Printed page number: 243Networking
  • Printed page number: 251Customer Loyalty Programs
  • Printed page number: 252Other Marketing Techniques
  • Printed page number: 256Real-World Case: If You Blend It, Will They Come? Blendtec's Viral Videos
  • Printed page number: 258Critical Thinking Exercise: Cleaning Up, Big Time
• ExpandPrinted page number: 259Chapter 11: Sales and Distribution
  • Printed page number: 260Learning Objectives
  • Printed page number: 260Sales Are the Heart of Business
  • Printed page number: 261Sales Staff
  • Printed page number: 264Sales Channels
  • Printed page number: 271Sales Operations and Procedures
  • Printed page number: 276Sales Contact Methods
  • Printed page number: 278Making the Sale
  • Printed page number: 284Real-World Case: Runaway Success: Rent the Runway
  • Printed page number: 286Critical Thinking Exercise: Making a List—Naughty or Nice?
• ExpandPrinted page number: 287Chapter 12: Management and Leadership
  • Printed page number: 288Learning Objectives
  • Printed page number: 288Your People Determine Your Success
  • Printed page number: 289Your Management Team
  • Printed page number: 295Management Structure
  • Printed page number: 296Leadership
  • Printed page number: 299Your Corporate Culture: What Do You Stand For?
  • Printed page number: 302Real-World Case: The Art of Corporate Culture: The Sky Factory's Five Principles
  • Printed page number: 304Critical Thinking Exercise: Growing Up Without Falling A part
• ExpandPrinted page number: 305Chapter 13: Human Resources Issues
  • Printed page number: 306Learning Objectives
  • Printed page number: 306Bringing Others on Board
  • Printed page number: 306Employee Status
  • Printed page number: 310Basic U.S. Labor and Human Resource Laws
  • Printed page number: 312Employee Compensation and Incentives
  • Printed page number: 315Finding Excellent Employees
  • Printed page number: 324Retaining Employees
  • Printed page number: 327Letting Employees Go
  • Printed page number: 328Real-World Case: Hiring During Rapid Growth: Microsoft and the Lure of "Permatemps"
  • Printed page number: 330Critical Thinking Exercise: And the Job Goes to...
• ExpandPrinted page number: 331Chapter 14: OPERATIONS
  • Printed page number: 332Learning Objectives
  • Printed page number: 332How Will You Run Your Business?
  • Printed page number: 333Facilities
  • Printed page number: 335Manufacturing a Product
  • Printed page number: 340Producing a Service
  • Printed page number: 341Research and Development
  • Printed page number: 342Supply Chain Management
  • Printed page number: 347Order Fulfillment and Customer Service
  • Printed page number: 348Insurance
  • Printed page number: 349Emergency Preparedness and Disaster Recovery
  • Printed page number: 350"Green" Your Operations
  • Printed page number: 351Other Operational Issues
  • Printed page number: 352Real-World Case: If the Shoe Fits (and Even if It Doesn't): Customer Service at Zappos
  • Printed page number: 354Critical Thinking Exercise: Turn the Tables on Costs
• ExpandPrinted page number: 355Chapter 15: TECHNOLOGY
  • Printed page number: 356Learning Objectives
  • Printed page number: 356Technology Is the Backbone of Your Business
  • Printed page number: 359Choose the Right Technology
  • Printed page number: 364On-Premise or in the Cloud?
  • Printed page number: 367Security and Privacy: You Need Both
  • Printed page number: 370Manage Data Effectively
  • Printed page number: 370Technology for Technology Companies
  • Printed page number: 371Change is Constant
  • Printed page number: 372Real-World Case: Prescription for Success: Cloud-Based Nurse Management
  • Printed page number: 374Critical Thinking Exercise: High Tech, High Touch
• ExpandPrinted page number: 375Chapter 16: LEGAL ISSUES
  • Printed page number: 376Learning Objectives
  • Printed page number: 376Company Legal Structure
  • Printed page number: 381Dealing with Partners
  • Printed page number: 383Protecting Your Intellectual Property (IP)
  • Printed page number: 389Contracts
  • Printed page number: 391Licenses, Permits, and More
  • Printed page number: 393Taxes
  • Printed page number: 398Real-World Case: Giving Away Facebook
  • Printed page number: 400Critical Thinking Exercise: Get It in Writing
• ExpandPrinted page number: 401Chapter 17: Social Entrepreneurship and Social Responsibility
  • Printed page number: 402Learning Objectives
  • Printed page number: 402Doing Well by Doing Good
  • Printed page number: 404Social Responsibility Is for All Businesses
  • Printed page number: 406The Triple Bottom Line
  • Printed page number: 410Social Entrepreneurship
  • Printed page number: 419Your Company's Mission
  • Printed page number: 420Real-World Case: Go Green, Make Green: New Leaf Paper
  • Printed page number: 422Critical Thinking Exercise: Help Society, Help Yourself
• ExpandPrinted page number: 423Chapter 18: Globalization
  • Printed page number: 424Learning Objectives
  • Printed page number: 424Go Global, Grow Global
  • Printed page number: 425Culture and Norms
  • Printed page number: 427International Partners
  • Printed page number: 428Target Markets and Customers
  • Printed page number: 429Money
  • Printed page number: 430Marketing and Sales
  • Printed page number: 435Management and Labor
  • Printed page number: 436Global Operations Options
  • Printed page number: 437Legal Issues
  • Printed page number: 438Social Responsibility
  • Printed page number: 440Real-World Case: Would You Like Dim Sum with That? The Global Expansion of Yum! Brands
  • Printed page number: 442Critical Thinking Exercise: The World Is Your Clinic
• ExpandPrinted page number: 443Chapter 19: Growing the Venture
  • Printed page number: 444Learning Objectives
  • Printed page number: 444Why Grow, and When?
  • Printed page number: 447Your Vision of Growth
  • Printed page number: 448Growth Strategies
  • Printed page number: 452Planning for Growth
  • Printed page number: 456Managing Fast Growth
  • Printed page number: 457Exit Strategies
  • Printed page number: 460Real-World Case: Recipe for Growth: Zingerman's Deli
  • Printed page number: 462Critical Thinking Exercise: Growing Big without Selling Out
• ExpandPrinted page number: 463Chapter 20: Resources
  • Printed page number: 464Online U.S. Government Resources
  • Printed page number: 466Canadian Resources
  • Printed page number: 467International Resources
  • Printed page number: 467General Business and Industry Resources: Online
  • Printed page number: 469General Business and Industry Resources: Offline
  • Printed page number: 471Credit and Other Information on Specific Companies
  • Printed page number: 471Human Resources/Personnel Issues
  • Printed page number: 472Manufacturing
  • Printed page number: 472Marketing
  • Printed page number: 472Social Responsibility Resources
  • Printed page number: 473Entrepreneurs' Sources
  • Printed page number: 475Funding Sources
  • Printed page number: 478Global Business Resources
• Printed page number: 481Index

Chapter 9: Marketing Fundamentals

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Chapter 9: Marketing Fundamentals

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