List of Figures | p. xiv |
List of Tables | p. xv |
Acknowledgements | p. xvi |
Introduction | p. 1 |
From Concept to Starting | p. 7 |
Identifying the Opportunity | p. 9 |
Where you are now | p. 9 |
The small business start-up scene in the UK 11 Timing | p. 13 |
Profiling business start-up entrepreneurs | p. 15 |
Defining your business | p. 18 |
What sort of business structure do you want? | p. 22 |
Analysing your business needs | p. 23 |
How others started | p. 25 |
Your first SWOT analysis | p. 26 |
Inherent weaknesses and threats | p. 27 |
Facing up to entrepreneurship | p. 28 |
Checklist | p. 29 |
Researching the Market | p. 31 |
Different types of research | p. 31 |
Research objectives | p. 32 |
Carrying out desk research | p. 33 |
Engaging in field research | p. 34 |
Using your market research findings | p. 37 |
Checklist | p. 38 |
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