Table of Contents

Cover

Series page

Title page

Copyright page

Dedication

INTRODUCTION

CHAPTER 1 THE IDEA

IGNORE EVERYONE ELSE, WHAT DO YOU WANT TO DO?

WHAT PRECISELY IS THE IDEA?

WHAT EXACTLY WILL YOUR BUSINESS BE?

RESEARCH YOUR MARKET THOROUGHLY

DO CUSTOMERS REALLY NEED YOU?

WILL YOUR BUSINESS MAKE MONEY?

GREAT PLANS ARE NOTHING WITH POOR EXECUTION

THE BEGINNINGS OF SELF-BELIEF

TEST-DRIVING YOUR IDEA

CHAPTER 2 THE BUSINESS PLAN

WHAT’S THE PROPOSITION?

THE ONE-PAGE BUSINESS PLAN

HOW MUCH MONEY DO YOU NEED?

GET YOUR WORKING ENVIRONMENT RIGHT

PROGRESS NOT PERFECTION

INVEST IN A DISTINCTIVE NAME AND IDENTITY

GET THE HELP YOU NEED

CHAPTER 3 LAWS AND SYSTEMS

LEGAL REQUIREMENTS

GETTING THE ACCOUNTS RIGHT

SETTING UP SYSTEMS AND TECHNOLOGY

INSURANCE

CHAPTER 4 THE MONEY BIT

CONCENTRATE ON THE MONEY

DEALING WITH YOUR BANK

SECURING FINANCE

TAX AND PAY

HOW TO HAVE A DECENT MARGIN

COPING IN A DOWNTURN

LOOKING AHEAD TO AVOID A CRISIS

CHAPTER 5 SALES AND MARKETING

MARKETING MATTERS

CRUCIAL SALES AND MARKETING INSIGHTS

THE VALUE OF PRE-MARKETING

DESIGNING A CONTACT STRATEGY

REVIEWING YOUR MARKETING

DESCRIBING WHAT YOU DO

SUCCESSFUL ONLINE MARKETING

EFFECTIVE SALES MEETINGS AND NETWORKING

CHAPTER 6 PEOPLE

CREATING A TEAM SHAPE

RECRUITING THE RIGHT PEOPLE AND KEEPING THEM MOTIVATED

HOW TO DEAL WITH PROBLEMS

SUSTAINING RELATIONSHIPS

STAYING IN TOUCH

CHAPTER 7 GROWTH AND DURABILITY

THE PROS AND CONS OF GROWTH

ANALYZE YOUR PRODUCTS AND SERVICES

KEEPING THINGS VARIED

DEALING WITH SETBACKS

CHAPTER 8 LIFESTYLE MATTERS

YOU ARE THE COMPANY CULTURE

GETTING YOUR ATTITUDE RIGHT

REWARDING YOURSELF

LIFESTYLE AND BUILD-TO-SELL QUESTIONS

WHY PLAN B IS OFTEN BETTER THAN PLAN A

TAKE THE ISSUES SERIOUSLY, BUT NOT YOURSELF

Index