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The perfect resource for your journey to start a business
Entrepreneurship For Dummies is the essential guide to becoming your own boss and a successful entrepreneur. We make it simple to learn every step of the process. Identify an opportunity, learn your customers’ needs, test your product, protect your intellectual property, secure funding, and get ready for that all-important launch. In classic Dummies style, this book is packed with practical information and useful advice, all in a fun and easy-to-follow format. Take fear out of the entrepreneurship equation and build the confidence you need to make your fantastic business idea take flight. Get up to date on the latest lingo, new ideas for raising money, and the latest ways to do business in the digital age.
Entrepreneurship For Dummies supports you as you travel along the road to success.
Kathleen Allen, Ph.D., is Professor Emerita of Entrepreneurship at the USC Marshall School of Business, where she founded and led the USC Marshall Center for Technology Commercialization, a collaboration of science, engineering, medicine, and business. She has written more than 15 books, including the first edition of Entrepreneurship For Dummies and The Complete MBA For Dummies.
Introduction 1
Part 1: Getting Started in Entrepreneurship 5
Chapter 1: Understanding Entrepreneurship 7
Chapter 2: Entrepreneurship in the 21st Century 25
Chapter 3: Preparing to Seek Opportunity 45
Chapter 4: Testing an Opportunity Before You Leap 61
Part 2: Testing the Feasibility of Your Business Concept 77
Chapter 5: Understanding Your Industry 79
Chapter 6: What Your Customers Can Tell You 95
Chapter 7: Designing Solutions for a New Marketplace 117
Chapter 8: Protecting Your Products and Services 137
Chapter 9: Putting Together Your Founding Team 161
Chapter 10: Getting Solutions to Customers: The Supply Chain 181
Chapter 11: Developing and Testing Your Business Model 193
Chapter 12: Assessing Your Initial Financial Needs 209
Part 3: Designing a Company 231
Chapter 13: Preparing a Business Plan 233
Chapter 14: Finding Money to Start and Grow Your Venture 257
Chapter 15: Starting with the Right Legal Structure 279
Part 4: Growing a Company 297
Chapter 16: Planning for Growth 299
Chapter 17: Developing a Marketing Strategy 333
Chapter 18: Making and Using Money Wisely: The Financial Plan 357
Chapter 19: Planning for Things That Go Bump in the Night 381
Part 5: The Part of Tens 397
Chapter 20: Ten Reasons Not to Start a Business 399
Chapter 21: Ten Ways to Spark Your Innovative Spirit 405
Index 411
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