Cover image for What no one ever tells you about starting your own business
Title:
What no one ever tells you about starting your own business
Author:
Norman, Jan.
Personal Author:
Edition:
Second edition.
Publication Information:
Chicago : Dearborn Trade Pub., [2004]

©2004
Physical Description:
xiii, 221 pages ; 23 cm
Language:
English
ISBN:
9780793185962
Format :
Book

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Summary

Summary

Starting a business involves inevitable ups and downs, for first-time as well as experienced entrepreneurs. This updated, expanded edition by Jan Norman, one of the nation's foremost small business authorities, guides readers through every stage of business start-up, from planning to marketing. What No One Ever Tells You about Starting Your Own Business is designed for people who are launching a business, whether they be first-time entrepreneurs or people who have been tripped up by the start-up process before and want to do it right this time. Using the real-life experiences of 101 successful business owners, Norman combines practical, straightforward how-to advice with interesting and memorable narratives.


Table of Contents

Prefacep. xi
Acknowledgmentsp. xv
Part 1 Look Before You Leapp. 1
1. It All Starts with a Dreamp. 3
2. Honesty and Personal Commitmentp. 4
3. The Business Doesn't Define Youp. 6
4. Make a Planp. 8
5. Suddenly, You're Nobodyp. 10
6. Unknown Territory Is Dangerousp. 11
7. Overcome Ignorance with Desirep. 13
8. Investigate before Buying a Businessp. 14
9. Know the Rulesp. 16
10. Know Yourselfp. 18
11. Hobbies Aren't Businessesp. 20
12. Set Your Sitesp. 21
13. Harder than Hardp. 23
14. Plan for Failurep. 24
15. Get off the Dimep. 26
Part 2 Early Decisionsp. 29
16. Take the Business Seriouslyp. 31
17. Find Your Nichep. 32
18. The Support System Is Gonep. 34
19. The Value of a Good Namep. 35
20. The Value of Being Firstp. 37
21. Pay Attention to Youp. 39
22. Don't Take It Personallyp. 40
23. Leasing Issuesp. 42
24. A Damaging Associationp. 44
25. Balance Niche with Diversityp. 45
26. Investments That Differentiatep. 47
27. The Right Stuffp. 49
28. Seize Growth Opportunitiesp. 50
29. After This, What?p. 52
Part 3 The Money Chasep. 55
30. What Your Financials Tell Youp. 57
31. Be Realisticp. 59
32. Everything Costs More Than You Thinkp. 60
33. A Cushion to Startp. 62
34. Live within Your Meansp. 63
35. Cash Is Kingp. 65
36. Keep an Eye on the Moneyp. 66
37. Track Inventory for Profitabilityp. 68
38. Pricing a Productp. 70
39. Pricing a Servicep. 71
40. The Money Search Is Endlessp. 73
41. Equity, Not Debtp. 75
42. Give a Piece of the Actionp. 76
43. What's Wrong with a Million-Dollar Contract?p. 78
44. Digging Out of Early Holesp. 80
Part 4 Management Issuesp. 83
45. Investigate before Creating Relationshipsp. 85
46. Learn to Be a Resourcep. 86
47. Act like a Professionalp. 88
48. Prepare for Quick Responsep. 89
49. Count the Hot Dogs Toop. 91
50. Make a Success Yardstickp. 92
51. Never Stop Learningp. 94
52. Clients Know Bestp. 95
53. No Instant Successesp. 97
54. In Search of the Ideal Customerp. 99
55. Recovering from a Movep. 100
56. Customer Nightmaresp. 102
57. Get the Goods onto the Shelvesp. 103
58. Who's Next?p. 105
Part 5 Helping Handsp. 107
59. Reward Your Workersp. 109
60. Ask for Outside Helpp. 110
61. Delegate to Growp. 112
62. The Search for Good Workersp. 113
63. Hire the Bestp. 115
64. You Can't Ask That!p. 116
65. Complement Yourselfp. 118
66. It's Policyp. 119
67. Side One: Get a Partnerp. 121
68. Flip Side: Forget a Partnerp. 122
69. Trust but Verifyp. 124
70. Take Care of the Childp. 126
71. Link with Othersp. 127
72. Find Your Pioneersp. 129
73. Build with Boardsp. 131
Part 6 Marketingp. 133
74. The Myth of the Better Mousetrapp. 135
75. Marketing Needs a Plan Toop. 136
76. Marketing Is an Investmentp. 138
77. The World Is Not Your Marketp. 140
78. Relationship Marketingp. 141
79. The Right Networkp. 143
80. Talk to Your Customersp. 145
81. The Right Balance of Time Well Spentp. 146
82. Homemade Marketingp. 148
83. Customers by Mailp. 150
84. Sign of Your Timesp. 151
85. Speak Upp. 153
86. The Write Wayp. 154
Part 7 The Internetp. 157
87. Build the Business for the Customerp. 159
88. Get a Web Sitep. 160
89. It's Only a Toolp. 162
90. Business Basics Still Applyp. 163
91. Pricing for the Internetp. 165
92. Online Customer Researchp. 166
93. The Dilemma of New Technologyp. 168
94. The Best of Technology and Peoplep. 170
95. What's in a Domain Name?p. 171
96. Easy as E-zinep. 173
97. Opt-In E-mailp. 174
98. eBay Businessp. 176
99. No Boundariesp. 177
100. Be Flexiblep. 179
101. Reaching Online Denizensp. 181
Part 8 Start-Up Guidep. 183
Are You Cut Out to Be an Entrepreneur?p. 185
What Business Should I Start?p. 186
Money Sourcesp. 188
When Borrowing Is Your Choicep. 191
Forms of Business Ownershipp. 192
Where to Locate Your Businessp. 194
Write Your Business Planp. 195
Pricing a Product or Servicep. 198
Find Help to Make a Good Business Betterp. 199
Record Keepingp. 202
Start-Up Checklistp. 204
Appendix A Internet Resource Guidep. 207
Appendix B Web Sites of Businesses in This Bookp. 209
Indexp. 213