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Index
Title Page
Editor: Marla Markman
Foreword
ON YOUR MARK ...
part 1 - THINK
chapter 1 - INTRODUCTION
chapter 2 - TAKING THE PLUNGE
The Entrepreneurial Personality
Your Strengths and Weaknesses
Go For the Goal
chapter 3 - GOOD IDEA!
Just Do It!
chapter 4 - GOOD TIMING
Market Matters
Financial Plan
Family Affairs
Getting Personal
Decisions, Decisions
chapter 5 - BUILD IT OR BUY IT?
Buying an Existing Business
Buying a Franchise
Calling All Franchisees
Buying a Business Opportunity
part 2 - PLAN
chapter 6 - CHOOSE YOUR TARGET
Practicing Nichecraft
On a Mission
chapter 7 - IF YOU BUILD IT, WILL THEY COME?
What It Is, What It Does
Market Research Methods
Secondary Research
Primary Research
chapter 8 - THE NAM E GAME
Expert Assistance
What Does It Mean?
Making It Up
Namestorming
Testing, Testing
Final Analysis
Say It Loud
chapter 9 - MAKE IT LEGAL
Sole Proprietorship
Partnership
Corporation
Limited Liability Company
The Nonprofit Option
chapter 10 - PLAN OF ATTACK
Executive Summary
Business Description
Market Strategies
Competitive Analysis
Design and Development Plan
Operations and Management Plan
Financial Factors
A Living Document
chapter 11 - CALL IN THE PROS
Hiring a Lawyer
Hiring an Accountant
part 3 - FUND
chapter 12 - ALL IN THE FAMILY
Do It Yourself
Friends and Family
How Much Is Enough?
chapter 13 - NOTHING VENTURED, NOTHING GAINED
Equity Basics
Venture Capital
Earth Angels
chapter 14 - LOOKING FOR LOANS
Types of Loans
Sources of Financing
Applying for a Loan
chapter 15 - FED FUNDS
7(a) Guaranty Loan Program
Making the Most of the SBA
Granting Wishes
part 4 - PREPARE
chapter 16 - WHAT’S YOUR DEAL?
What Is Negotiation?
Preparing for Negotiation
What Do You Want?
The Negotiation Process
Everything Is Negotiable
chapter 17 - SITE SEEKING
Types of Locations
Issues to Consider
What Can You Expect To Pay?
Commercial Leases
chapter 18 - LOOKING GOOD
Office Space
Designing a Logo
Business Cards
Selecting Stationery
Designing Your Sign
chapter 19 - STOCK ANSWERS
Inventory Control
Inventory Accounting
Suppliers
chapter 20 - IT’S IN THE MAIL
Mailing Equipment
chapter 21 - CHARGING AHEAD
Establishing a Credit Policy
Accepting Checks
Accepting Credit Cards
Accepting Debit Cards
chapter 22 - COVER YOUR ASSETS
Basic Insurance Needs
Choosing an Insurance Agent
Insurance Costs
chapter 23 - STAFF SMARTS
How To Hire
Alternatives to Full-Time Employees
chapter 24 - PERK UP
Benefit Basics
Health Insurance
Retirement Plans
Low-Cost Benefits
Employee Policies
Workplace Safety
Discriminatory Treatment?
part 5 - BUY
chapter 25 - BUYER’S GUIDE
Cost Cutters
Wise Buys
chapter 26 - BUSINESS 24/7
Equipping Your Virtual Office
Being Well-Connected
Choosing Partners
Office Productivity Software
chapter 27 - NET WORKS
Sounds Like a Plan
The Name Game
Website Basics
chapter 28 - KEEP IN TOUCH
Do Your Homework
Just the Beginning
Talk Is Cheap
Which Smartphone Is the Smartest?
At Your Service
Wireless Wonders
I’m IMing
Web Calling
It’s Your Turn
part 6 - MARKET
chapter 29 - BRAND AID
What Is Branding, Exactly?
Building a Branding Strategy
Bringing It All Together
Read All About It
chapter 30 - MARKETING GENIUS
Creating a Marketing Plan
Where to Advertise
Print Advertising
Radio and TV Advertising
Direct Mail
Classified Ads
Co-Op Advertising
Measuring Advertising Effectiveness
chapter 31 - TALKING POINTS
Getting Publicity
Special Events
Networking
chapter 32 - SELL IT!
Understanding Your Unique Selling Proposition
Cold-Calling
Making Sales Presentations
Speaking Effectively
chapter 33 - NOW SERVING
Building Customer Relationships
Customer Service
part 7 - ENGAGE
chapter 34 - NET SALES
A Marketing Tool
Attracting Visitors to Your Site
Keeping Visitors at Your Site
chapter 35 - SOCIAL STUDIES
Engaging Online Tools
Video Marketing
Overview of Social Bookmarking Sites
Content Marketing Online
Social Marketing Automation
chapter 36 - CAN YOU RELATE?
High-Level Networking
Target Market Connections
Groups and Discussions
Fan Pages
Media Connections on Social Sites
Center of Influence List
part 8 - PROFIT
chapter 37 - KEEPING SCORE
The Bookkeeping Advantage
Basic Accounting Principles
Accounting System Components
Cost Accounting
Under Control
Financial Statements
chapter 38 - MAKING A STATEMENT
Creating Financial Statements
Cash-Flow Analysis
chapter 39 - ON THE MONEY
Gross Profit Margin and Markup
Break-Even Analysis
Working Capital Analysis
Building a Financial Budget
Sensitivity Analysis
chapter 40 - PAY DAY
What You Need
What You’re Worth
What Your Business Can Afford
chapter 41 - TAX TALK
First Things First
Ins and Outs of Payroll Taxes
Declaration of Independents
Selecting Your Tax Year
Filing Your Tax Return
Sales Taxes
Tax-Deductible Business Expenses
Tax Planning
appendix - BUSINESS AND GOVERNMENT RESOURCES
GLOSSARY
INDEX
Subscribe to Entrepreneur Magazine
Copyright Page
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