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Contents

ON YOUR MARK . . .

PART 1

THINK

CHAPTER 1

Introduction

CHAPTER 2

Taking the Plunge: Get Ready to Be an Entrepreneur

CHAPTER 3

Good Idea!: How to Get an Idea for Your Business

CHAPTER 4

Good Timing: Should You Launch Your Business Part or Full Time?

CHAPTER 5

Build It or Buy It?: Starting a Business vs. Buying One

PART 2

PLAN

CHAPTER 6

Choose Your Target: Defining Your Market

CHAPTER 7

If You Build It, Will They Come?: Conducting Market Research

CHAPTER 8

The Name Game: Naming Your Business

CHAPTER 9

Make It Legal: Choosing a Business Structure

CHAPTER 10

Plan of Attack: Creating a Winning Business Plan

CHAPTER 11

Call in the Pros: Hiring a Lawyer and an Accountant

PART 3

FUND

CHAPTER 12

All in the Family: Financing Starts with Yourself and Friends and Relatives

CHAPTER 13

Nothing Ventured, Nothing Gained: How to Find and Attract Investors

CHAPTER 14

Looking for Loans: The Ins and Outs of Debt Financing

CHAPTER 15

Fed Funds: How to Get Government Loans

GET SET . . .

PART 4

PREPARE

CHAPTER 16

What’s Your Deal?: Negotiating Successfully by Cliff Ennico

CHAPTER 17

Site Seeking: Choosing a Location for Your Business

CHAPTER 18

Looking Good: Creating a Professional Image

CHAPTER 19

Stock Answers: The Lowdown on Inventory

CHAPTER 20

It’s in the Mail: Setting Up Mailing Systems

CHAPTER 21

Charging Ahead: Offering Your Customers Credit

CHAPTER 22

Cover Your Assets: Getting Business Insurance

CHAPTER 23

Staff Smarts: Hiring Employees

CHAPTER 24

Perk Up: Setting Employee Policies and Benefits

PART 5

BUY

CHAPTER 25

Buyer’s Guide: Business Equipment Basics

CHAPTER 26

Business 24/7: Using Technology to Boost Your Productivity

CHAPTER 27

Net Works: Building Your Company Website

CHAPTER 28

Keep in Touch: Using Technology to Stay Connected

GO!

PART 6

MARKET

CHAPTER 29

Brand Aid: Building a Brand

CHAPTER 30

Marketing Genius: Advertising and Marketing Your Business

CHAPTER 31

Talking Points: How to Promote Your Business

CHAPTER 32

Sell It!: Effective Selling Techniques

CHAPTER 33

Now Serving: Offering Superior Customer Service

PART 7

ENGAGE

CHAPTER 34

Net Sales: Online Advertising and Marketing

CHAPTER 35

Social Studies: Social Media Marketing

CHAPTER 36

Can You Relate?: Social Media Networking

PART 8

PROFIT

CHAPTER 37

Keeping Score: The Basics of Bookkeeping by J. Tol Broome Jr.

CHAPTER 38

Making a Statement: How to Create Financial Statements by J. Tol Broome Jr.

CHAPTER 39

On the Money: Effectively Managing Your Finances by J. Tol Broome Jr.

CHAPTER 40

Pay Day: How to Pay Yourself

CHAPTER 41

Tax Talk: What You Need to Know About Your Taxes by Joan Szabo

APPENDIX

Business and Government Resources

Glossary

Index