Start Up!

by Jackson, Liz; Spain, Mick

• ISBN13: 9780273706021
• ISBN10: 0273706020
• Format: Paperback
• Copyright: 2006-01-30
• Publisher: Ft Pr

Summary

"This is the book for anyone who has a dream to start their own business. Especially if you don't have handy cash reserves, wealthy relatives or lots of business experience. It will help you avoid some of the mistakes others have made, and gives plenty of tips for success. But above all else, it shows that you can do it without any of the obvious advantages."--BOOK JACKET.

Table of Contents

Introduction	ix
1 Starting	1	(28)
Thinking of a business idea	6	(1)
Have a look at franchises	6	(2)
Get your plan together	8	(1)
Presentation is everything	8	(2)
Maintain a trusted sounding board	10	(1)
Maintain a network of supportive people	10	(2)
Check all sources of funding	12	(1)
Funding start-up and growth	12	(2)
Company names that work	14	(1)
Action overcomes fear	14	(6)
How to sell	20	(1)
Testimonials	21	(1)
Deciding how many people you need	22	(1)
Finding the right people	22	(2)
Keep your focus	24	(1)
Keep your uniqueness	24	(2)
Dealing with setbacks	26	(1)
Create a great image	26	(3)
2 Developing	29	(14)
Premises and contracts	32	(1)
Measuring up	32	(2)
Embrace the things most people fear	34	(4)
Get your accounts organized from Day One	38	(1)
Don't spend more than you need to	38	(2)
Don't juggle too many balls	40	(1)
Choosing suppliers and partners	40	(1)
Brochures, website, letters, e-mails, etc.	40	(1)
Moments of truth	41	(1)
Website marketing	42	(1)
3 Expanding	43	(12)
Read the poem 'If'	46	(1)
Keep the ball in your court	46	(1)
Keep your pipeline primed	46	(1)
Don't do anything until you get a signed order	47	(5)
Business Link	52	(1)
Don't be swayed by terminology or technical language	52	(1)
One for techies	52	(3)
4 Publicity (for free)	55	(20)
It's who you know	60	(1)
Build a PR network of journalist contacts	60	(1)
Create your own 'story'	60	(1)
Write an article on your subject	61	(1)
Finding awards to enter	61	(9)
Entering business awards	70	(1)
Do speaking events	71	(1)
Maximize your presentation skills	71	(4)
5 Customers	75	(12)
The customer is always right	78	(1)
The customer is the business	78	(2)
You don't have to be perfect to win	80	(1)
Believe your product is the best	80	(1)
Have confidence in your systems	80	(1)
Don't keep reducing the price	80	(1)
Setting a price for a proposal	81	(1)
Remember the subliminal messages	82	(2)
Remember that customers have plenty of choices	84	(3)
6 Money	87	(14)
Meet all your legal requirements	90	(1)
Know where you are at all times	90	(1)
Set a budget and measure success against it	90	(1)
Practical tips for managing cash flow	91	(5)
Don't spend anything you don't need to	96	(1)
Reducing costs	96	(1)
Least-cost routing	96	(1)
Rates reductions	97	(1)
Purchase price vs ongoing costs	97	(1)
Business results	97	(1)
Accountants, bankers and investors	98	(2)
Setting prices	100	(1)
Know your labour market	100	(1)
7 People	101	(18)
Know your own strengths and weaknesses	104	(1)
Know your staff's strengths and weaknesses	104	(1)
Part-time hours, big-time result	105	(1)
Deciding employee salaries and benefits	106	(4)
Recognize staff achievement	110	(1)
Do as you want them to do	110	(1)
Do little things for your people	110	(4)
Sit next to your people and do their job	114	(1)
Never stop learning	114	(1)
Get to know your people and their circumstances	115	(1)
Listen, listen, listen	115	(4)
8 You	119	(16)
Set huge goals - use your imagination	126	(1)
Don't believe in tuck	126	(1)
Keep positive	126	(1)
Enjoy everything you do	127	(1)
Keep mentally and physically fit	128	(1)
Get on with it	128	(4)
As you approach one goal, set the next	132	(1)
Keep enjoying what you do	132	(3)
Appendix	135