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Index
Praise Title Page Epigraph CHAPTER 1 - The American Dream
Why the Entrepreneurial Spirit Is So Important Now Why These Sixteen Entrepreneurs’ Stories Are Worth Reading How This Book Can Help You in Your Business
CHAPTER 2
Starting a Business with $10,000 Learning from Past Mistakes Starting Over by Focusing on an Underserved Market Expanding the Business by Selling Franchises Keeping Prices Low—for Franchisees and Other Aspects of the Business Enormous and Rapid Growth A Different Type of Fitness Center Partnering with Like-Minded Companies
CHAPTER 3
Overcoming Prejudice and Financial Obstacles Loving Getting Her Hands Dirty Learning the Business and Thinking Big Going Out on Her Own Relocating Required Building a New Client Base—from Scratch Diversifying from Construction to Retail Development Putting Up Money for a Major League Baseball Team Dealing with Tragedy, Criticism, and Stress
CHAPTER 4
A Business Idea Spawned by an Opportunity Seen Firsthand Early Family Support and an Unconventional Approach to Business Expanding to New Locations An Open and Trusting Company Culture Expanding via More Locations and More Services to Meet New Customer Needs
CHAPTER 5
Finding a New Career, Unexpectedly Taking a Chance on a New Job—Even Without Pay Discovering a New Market from Customers Who Can’t Find What They Want Going Out on Her Own When Her Boss Nixed Her Ideas Do-It-Yourself Often Required Doing It All Aggressive Publicity and Celebrity Endorsements Help Sales Lack of Experience Brings on a Setback Expanding the Business: More Locations, Licensing Deals, New Product Lines
CHAPTER 6 - Robert Stephens
An Early Talent for Fixing Things Leads to a Great Business Idea Seeing an Opportunity to Meet an Untapped Market Need Creating a Quirky and Memorable Company Image Providing What Customers Wanted and Desperately Needed Unconventional Advertising: The Company Car Expanding to Keep Up with Increased Demand Pursuing a Partnership Continuing Growth and Expansion
CHAPTER 7
Dealing with Dyslexia Developed a Creative Imagination Starting Young with No Experience, Using an Apartment for an Office Recognizing the Need to Create a High-Profile Image Going Out on Her Own A Keen Eye for Market Trends—Ahead of the Competition Using Creative Sales and Advertising Techniques to Get Customers’ Attention Rewarding and Motivating Employees as Her Company Grew How to Get Noticed Without Advertising: Innovative Marketing Savvy Publicity: Getting Media Attention by Commenting on the Competition Taking a Risk on a New Way of Marketing Creating a Brand That Outlives the Company
CHAPTER 8
An African American Success Story Racial Segregation Influenced His Outlook on Life A Strong Family Work Ethic Leads to Persistence and Tenacity A Tough Job Hunt: Four Hundred Résumés in Three Years Leaving Corporate America and Buying a Business Expanding the Business by Finding New Niches Losing a Major Client Forced Him to Launch a New Business Going After Government Contracts A Belief in Giving Back
CHAPTER 9
Creating a Dream Come True for Kids Out of the Mouths of Babes . . . Can Come a Great Idea Working Hard to Design an Appealing Product Convincing Potential Investors by Putting Up Her Own Life Savings Handling Severe Setbacks—with Aplomb and Preparation Paying Attention to What Customers Want and What Employees Suggest
CHAPTER 10
Learning the Value of a Dollar from His Hardworking Mother Unemployed and Homeless but Determined to Turn His Life Around Building a Successful Sales Career Going Out on His Own, with a Partner Using His Sales Experience to Jump-Start His Business Starting a Completely Different Business—Selling Tequila Fiercely Independent and Protective of His Products
CHAPTER 11
Failing the LSAT Led to a New Career Path Seeing a Business Opportunity in a “Eureka!” Moment Ignoring Rejections and Plowing Ahead Perfecting the Product Design and Persuading Retailers Using Word-of-Mouth Marketing and Do-It-Yourself Publicity Efforts Expanding and Bringing in Experienced Help Taking a Risk on TV to Get More Exposure
CHAPTER 12
Discovering a Market Need—by Accident An Earlier Venture in Entrepreneurship A Family Business, Involving Anyone Available and Willing to Help Outsourcing Production of Their Recipes With No Alternative, Do-It-Yourself Production Hand-Selling Products and Trusting Customer Response New Product Development and (Old-Fashioned) Market Research Growing and Expanding Nationally and Internationally Continuing to Expand the Product Line
CHAPTER 13
Pioneering a New Technology Dropping Out of College to Develop a Revolutionary Product Trying to Find Money to Finance Their Work The Phone Call That Launched Their Business Creating an Incubator for New Ideas Restructuring the Company to Meet New Customer Needs
CHAPTER 14
Bored with Corporate America and Willing to Take a Chance Early Emphasis on Education, Competition, and Risk Taking Learning About Leadership in the Marines and Vietnam Ready to Run His Own Company, via an LBO Listening to Customers and Building a Stronger Sales Team Thriving on Competition and Outsmarting Rivals New Ideas for New Products Overcoming Setbacks Phenomenal Growth and Expansion Exploring Other Business Ventures and Giving Back
CHAPTER 15
A Unique American Success Story Making a 180-Degree Turn—from Modeling to Behind the Scenes Creating a New Product from a Special Ingredient Great Word-of-Mouth Marketing and Publicity Led to a Distribution Challenge Expanding the Product Line Realizing the Need for Greater Exposure and Deciding to Sell Directly on TV
CHAPTER 16
An Ordinary Kid Becomes an Accidental Entrepreneur A Life-Changing Personal Decision Leads to a New Career Trusting Her Gut About an Underserved Market Newfound Confidence and Word-of-Mouth Marketing Help Jump-Start Business Expanding the Business and Buying Additional Franchises Strong Customer Feedback Helped Business Dealing with Critics and Corporate Buyouts Ready for the Next Challenge and Opportunity
CHAPTER 17
Growing Up Poor and Often Hungry Moving Cross-Country to an Affordable College Finding a Job Close to Home—Because I Had No Transportation Starting My Own Business, with a Partner and a Special Focus Building the Company Finding Advisors to Help with My Fledgling Business Reinventing the Company Through Diversification Building Trust and Credibility It’s Never Easy Making Hiring and Staffing Innovations Continuing to Create New Products The Rewards of My Work to Grow My Business
CHAPTER 18 - Strategies for Success
1. Trust Your Gut 2. Buck the Conventional Wisdom 3. Never Let Adversity or Failure Defeat You 4. Go on a Treasure Hunt and Find an Underserved Niche 5. Spot a New Trend and Pounce 6. Hit ’Em Where They Ain’t 7. Just Start! 8. Save Your Bucks and Get Noticed Without Expensive Advertising 9. Exploit Your Competitor’s Weakness and Make It Your Strength 10. Never Stop Reinventing Your Company Create Your Own Strategy for Success
Acknowledgements Copyright Page
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