Small Business Start-Up Workbook : A Step-by-Step Guide to Starting the Business You've Dreamed Of

by Rickman, Cheryl

• ISBN13: 9781845280383
• ISBN10: 1845280385
• Format: Paperback
• Copyright: 2006-02-01
• Publisher: How to Books

Summary

In this practical and comprehensive workbook, Rickman offers a modern approach to self-employment and business start-up. This edition is packed with real-life case studies and practical exercises, checklists, and worksheets.

Author Biography

Cheryl D Rickman runs her own group of businesses with her partner James. The first company she started, WebCritique, a web copywriting and marketing consultancy, helps other businesses to improve their online presence and Cheryl provides workshops to local businesses on these issues. Her clients include AnitaRoddick.com, Business Link Wessex, Microsoft and Motorola.

Table of Contents

About the Author	xi
Foreword	xiii
Dame Anita Roddick
Introduction	xv
Why a business of your own?	xv
How the guide can help you	xvii
Where to Begin -- What's the Big Idea?	1	(20)
Step 1: Having a design for life	1	(1)
It's not rocket science	1	(6)
Pros and cons of starting a business	7	(3)
The inspiration game	10	(3)
Step 2: Practise self-belief	13	(1)
Believe and you will achieve	13	(1)
The idea and you	14	(4)
Don't fear failure	18	(3)
What to Do and Sell -- Opportunities, Products and Services	21	(23)
Step 3: Decision-making -- stick to what you know or explore new avenues?	22	(1)
Skills pay the bills	22	(6)
Opportunity knocks	28	(1)
Unfinished business	29	(1)
Step 4: Analyse yourself and your ideas	30	(1)
Your personal ACE analysis	30	(4)
Step 5: Find the right idea for you	34	(3)
The lightbulb moment	37	(1)
What makes a good product or service?	38	(3)
Step 6: View the bigger picture	41	(1)
Look for opportunities	41	(1)
The internet option	42	(2)
Who and Where? Researching Your Market, Target Audience and Opportunity	44	(23)
Identifying customer and market potential	44	(1)
Step 7: Give yourself the best chance -- investigate and research	45	(3)
Step 8: Understand the market and what's already out there	48	(1)
Studying the competition	48	(6)
Go with your gut instinct	54	(1)
Step 9: Understand your customers	55	(1)
Demographics/psychographics	55	(1)
Why do customers buy?	56	(3)
Step 10: Find your niche -- narrow the search	59	(1)
The importance of targeting: define your audience segments	59	(2)
Types of survey	61	(4)
Step 11: Assess viability	65	(1)
So will it work?	65	(2)
Who Are You? Defining Your Brand	67	(19)
What do you stand for?	68	(1)
Step 12: Define and develop your character	68	(1)
Have a cause	69	(2)
Step 13: Personifying your brand	71	(1)
The you factor	71	(1)
What elements make up your brand?	72	(1)
Step 14: Deciding on a name	73	(1)
Playing the name game	73	(1)
Hitting the target	74	(2)
Step 15: Write your strapline	76	(1)
So what is your USP?	76	(1)
The elevator pitch	77	(2)
Step 16: Emblemise your brand	79	(1)
Think pink! or red or blue or ...	79	(1)
The good, the bad and the ugly	80	(2)
Step 17: Putting together your dream team	82	(1)
Who you are: your partners and team	82	(1)
Step 18: Deciding on business status	83	(1)
Choosing the business structure	83	(2)
Keeping it legal	85	(1)
How to Plot Your Findings and Map Out Your Future	86	(9)
Creating your living, breathing, organic business plan	86	(1)
Step 19: Crafting your business plan	87	(1)
What to include in your business plan	87	(6)
How much time will you need?	93	(1)
Getting credible	94	(1)
How Much? Figuring Out the Finance: Costs, Funding, Grants and Loans	95	(24)
The biggest obstacle -- money, money, money	95	(1)
Step 20: Know how much you need to launch	96	(1)
Step 21: Know how much you need to earn	97	(1)
Step 22: Get to grips with cashflow	97	(1)
How many sales/customers will you need to break even/stay afloat?	97	(3)
What is profit and loss?	100	(2)
Step 23: Know where you intend to operate from	102	(1)
Location, location, location	102	(2)
Step 24: Know if you need to raise funds, when and how	104	(1)
How to finance the business	104	(5)
To risk or not to risk	109	(1)
Step 25: Look at the possibilities for growth	110	(1)
Manic growth	110	(1)
Organic growth	111	(2)
Embracing growth	113	(1)
Running the business finances	114	(1)
Step 26: Understanding book-keeping	115	(1)
Book-keeping essentials	115	(1)
Tax	116	(1)
Step 27: Understand VAT, payroll and banking	117	(1)
VAT	117	(1)
What is payroll?	117	(1)
Opening a bank account	118	(1)
How to Sell -- Marketing and Selling Your Products and Services	119	(21)
The marketing pie	120	(1)
Step 28: Figure out which slice of the marketing pie you need	120	(2)
Step 29: Pick and mix your marketing strategies	122	(1)
Marketing strategies	122	(6)
Step 30: Craft your marketing plan	128	(1)
The marketing plan	128	(1)
Step 31: Select the materials you'll need	129	(1)
Marketing materials	129	(1)
Step 32: Craft your marketing messages	130	(1)
Crafting your message	130	(3)
The feel good factor	133	(1)
Other marketing ideas from the top	134	(4)
Keep a record of publicity	138	(2)
How to Sell -- The Importance of Good Customer Service	140	(7)
The customer is king	141	(2)
Step 33: Create a customer service policy	143	(1)
Customer service checklist	143	(2)
Customer relationship management	145	(2)
How to Behave -- The Case for Ethical Business and Social Responsibility	147	(16)
What is corporate social responsibility (CSR)?	147	(5)
Waste management	152	(1)
Globalisation: how it affects you and your suppliers	153	(2)
Following the lead of ethical companies	155	(5)
Step 34: Get ethical: consider your local and global communities and planet	160	(1)
Social responsibility checklist	160	(3)
Your Website -- Planning and Creating a Website that Works	163	(21)
Why web?	163	(4)
Getting your website right	167	(2)
Step 35: Plan your reasons/objectives for having a website	169	(1)
Selling online	169	(1)
Plan your website	170	(2)
Step 36: Write your website brief	172	(2)
What will you put on your site?	174	(3)
Navigation	177	(2)
Search engine readiness	179	(1)
Web copy	180	(1)
Accessibility	181	(1)
Step 37: Have your website designed and developed	182	(1)
Step 38: Have your website hosted	182	(1)
Step 39: Measure your website results	183	(1)
Your Website -- Launching and Promoting	184	(18)
Step 40: Pick and mix your online marketing strategies	185	(1)
How do people find websites?	185	(14)
Step 41: Launch your website	199	(1)
What works? Tips from the top	199	(3)
How To Manage And Grow -- Tips from the Top	202	(18)
Effective management, leadership, time management and coping with stress	202	(1)
Britain's best bosses	202	(8)
Stay focused	210	(6)
Step 42: Hire staff	216	(1)
Getting the right team	216	(3)
Don't fear change	219	(1)
Lessons from Leaders in Business	220	(13)
Success stories, mistakes and top tips	220	(1)
How we made it	220	(2)
Believe in yourself	222	(3)
If only I'd known ... mistakes	225	(6)
The final word	231	(1)
Step 43: We have lift off!	232	(1)
The Ultimate Business Start-Up Checklist	233	(6)
Useful Resources for Small Business Start-Ups	239	(26)
Local Enterprise Agencies (LEAs)	239	(1)
Small business advice and resources	239	(4)
Company formation	243	(1)
Forums and networks	243	(1)
Government business information resource sites	244	(1)
Your goals	244	(1)
Researching resources	245	(2)
Learning resources to fill in the gaps	247	(1)
Finances	248	(3)
Legal resources	251	(1)
Recommended website designers, domain name registration and hosting	251	(1)
Recommended logo and graphic designers	252	(1)
Managing and making the most of your website	252	(2)
Marketing and web promotion	254	(2)
Outsourcing for skills you need/posting projects for freelancers	256	(1)
Work-life balance	257	(2)
Importing and exporting	259	(1)
Customer services and relationship management	259	(2)
Ethical business and social responsibility	261	(2)
Websites of case studies in this book	263	(1)
Recommended reading	264	(1)
Index	265