Оглавление
Ken Colwell PhD MBA. Starting a Business QuickStart Guide
Contents
BEFORE YOU START READING, DOWNLOAD YOUR FREE DIGITAL ASSETS!
Introduction
How This Book Is Organized
Chapter by Chapter
| 1 | Your Big Idea. Chapter Overview
How Are Opportunities Cultivated?
Opportunities Come from Active Search
Opportunities Come from Information
Opportunities Come from Change
Opportunities Come from the Process of Effectuation
What’s in a Thumbprint?
What Makes a Great Opportunity?
It Solves Problems for Customers
It Exists in a Strategic Space That Isn’t Too Crowded
It Maintains a Competitive Advantage
It Has a Reasonable Potential to Help You Achieve Your Goals
It Is Not Obvious to Others
It Doesn’t Exist Independently of the Entrepreneur
Some Considerations About Opportunities
The Nature of Competitive Advantage
Chapter Recap
| 2 | What Are You Afraid Of? Chapter Overview
Self-Limiting Beliefs
Entrepreneurs Are Born, Not Made
I Don’t Have Any Business Skills
I Don’t Have Enough Money to Start a Business
Now Is Not the Right Time
What If I Fail?
Risk and the Entrepreneurial Mindset
The Role of Luck
Do I Need a Business Plan?
Chapter Recap
| 3 | Reaching Success. What You Really Need to Succeed as an Entrepreneur. Chapter Overview
Mindfulness
Passion
Resiliency
Vision
Calculated Risk-Taking
Hard Work
Flow
Work-Life Balance and Working for Yourself
Living a Self-Actualized Life
Creativity
Authenticity
Continuous Improvement
Chapter Recap
| 4 | Your Company. The First Steps. Chapter Overview
A Note on Strategic Planning
Visualization Exercise
What Do I Do First?
What’s Your Name?
Decide on a Legal Form
Where Will You Incorporate?
Register with the State and Get Appropriate Licenses
Other Business Essentials
Digital and Physical Brand Collateral
Phone Number
Social Media
Chapter Recap
| 5 | What Are You Selling? Chapter Overview
Thinking of Your Product as a Solution
Don’t Become a Solution in Search of a Problem
How Do I Price My Product?
Strategically Establishing Your Prices
Positioning and the Price/Quality Matrix
Skimming – High Price, Low Quality
Premium – High Price, High Quality
Penetration – Low Price, High Quality
Economy – Low Price, Low Quality
Chapter Recap
| 6 | Markets and Customers. Chapter Overview
Who Should You Be Targeting?
A Note on Competition
Building Your Customer Avatar
Demographics
Psychographics
Behaviors
Product-Related Characteristics
Learning About Your Customers
Researching Your Target Market Online
Researching Your Target Market on Social Media
Researching Your Target Market in Person
Segmenting Your Market
Deep Dive: Market Segmentation
B2C Customer Segmentation
Behavioral Segmentation
Demographic Segmentation
Psychographic Segmentation
Geographic Segmentation
Which Method Works Best?
B2B Customer Segmentation
Firmographic Segmentation
Tiering
Needs-Based Segmentation
Which Method Works Best?
Chapter Recap
| 7 | Industries and Competitors. Chapter Overview
Which Industry Are You In?
Direct and Indirect Competitors – The Difference
A Note on Differentiation
Deep Dive: Porter’s Five Forces Model
Rivalry Among Competitors
Potential of New Entrants into the Industry
Power of Suppliers
Power of Customers
Threat of Substitute Products
Chapter Recap
| 8 | Your Value Proposition. Chapter Overview
Strategic Positioning
Cost Leadership
Differentiation
Focused Differentiation
Focused Cost Leadership
Exploring the Fifth Quadrant
What Is the Value of Your Value Proposition?
Chapter Recap
| 9 | Operations. Chapter Overview
The Value Chain
Evaluating Your Value Chain
Primary and Secondary Activities
What to Look For
Outsourcing as a Strategy
The Outsourcing Decision Matrix
Chapter Recap
| 10 | Marketing. Chapter Overview
The 4 Ps of Marketing
Promotion
Getting the Most Out of the Promotional Mix
Use Advertising
Use Public Relations
Use Personal Selling
Use Sales Promotions
Place
Distribution Channels and Strategy
Sales Channels
Direct Sales
Channel Sales
Your Sales Plan and the Sales Cycle
The Traditional Sales Cycle
Building Your Sales Cycle
Chapter Recap
| 11 | Planning for Growth and Change. Chapter Overview
Growing Your Venture
The Environment
Your Industry
Your Market
Your Venture
Planning for Change
Practice Sound Risk Management
Outsource
Carry Insurance
Don’t Cut Corners
Stay Proactive
Play Chess, Not Checkers
Chapter Recap
| 12 | Building Your Team. Management, Staffing, and the Founding Team. Chapter Overview
The Founding Team
Formalize These Aspects
Roles and Responsibilities
Decision-Making and Operating Procedures
How Big Should My Founding Team Be?
The Ownership Structure of New Ventures
Equity Distribution
Key Questions Regarding Owner Equity
Chapter Recap
| 13 | Where Does the Money Come From? Chapter Overview
How Much Do I Actually Need?
Understanding Burn
The Big Picture
Where Does the Money Come From?
Bootstrapping
Friends, Family, and Fools (FFF)
Debt Financing
Equity Funding
Angel Equity Financing
Corporate Partner Equity Financing
Venture Capital Equity Funding
Crowdfunding
Government Loans
Think of Funding in Stages
Chapter Recap
| 14 | Do You Really Need a Business Plan? Chapter Overview
Misconceptions About Business Plans
Before Writing Your Plan
Chapter Recap
| 15 | Introducing Your Venture. Chapter Overview
The Executive Summary
What to Include
What Not to Include
Your Elevator Pitch
Your Pitch Deck
Company Overview
Product/Service Description
What to Include
Chapter Recap
| 16 | Writing Your Value Proposition. Chapter Overview
Market Analysis
Defining Your Market
Defining Your Customer
Where to Find Customer Information
Industry Analysis
Competitor Analysis
What Not to Include
Other Competitive Forces
Constructing Your Value Proposition
Introduction
Market Definition
Competitor Differentiation
The Complete Value Proposition
Chapter Recap
| 17 | Your Business Model. Chapter Overview
Operations Overview
Internal Operations Strategy
External Operations Strategy
Marketing Overview
Distribution Strategy
Sales Strategy
Promotion, Advertising, and Public Relations Strategy
Growth Plan
Development Strategy
Growth Vision
Management and Staffing Plan
Organization and Staffing
Management Team
Financial Summary
Finances
Business Risks
Sources and Uses of Funds
The Appendixes
Key Assumptions
Pro Forma Financial Statements
A Note on the Due Diligence Process
Chapter Recap
Conclusion
Glossary
References. CHAPTER 1:
CHAPTER 2:
CHAPTER 3:
CHAPTER 4:
CHAPTER 6:
CHAPTER 7:
CHAPTER 8:
CHAPTER 13:
AboutThe Author
KEN COLWELL, PhD, MBA
AboutClydeBankMedia
REMEMBER TO DOWNLOAD. YOUR FREE DIGITAL ASSETS!
Explore the World of. BUSINESS
Get titles like this absolutely free:
ClydeBank Media is a Proud Sponsor of