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Index
Cover Title Page Table of Contents Introduction
About This Book Foolish Assumptions Icons Used in This Book Beyond the Book Where to Go from Here
Book I: From Idea to Reality
Chapter 1: Your Business in Context
An Overview of Feasibility Analysis Understanding Your Industry Researching an Industry Defining Your Market Niche Zeroing-in on a Brand New Product
Chapter 2: Refining and Defining Your Business Idea
Recognizing the Power of a Good Idea Brainstorming New Business Ideas Identifying Business Opportunities Doing Your First Reality Check
Chapter 3: Creating a Business Model
Evolution of Business Models Business Models Are a Hot Topic Who Needs a Business Model? Common Aspects of All Business Models Business Models in Their Simplest Form Examples of Business Models Finding Success with a Business Model
Chapter 4: Finding Your Target Market
Gauging the Target Market Determining Industry Attractiveness Looking for Niche Attractiveness Checking Out Customer Attractiveness Finding Your Place on the Industry Value Chain
Chapter 5: Considering a Franchise
So What Is a Franchise, Anyway? What’s the Deal with Brands in Franchising? The Two Types of Franchises The Roles and Goals of Franchisors and Franchisees Franchise Relationships Pros and Cons of Franchising
Book II: Planning for Your Business
Chapter 1: Writing a Business Plan
Selling Yourself on the Importance of Planning The Anatomy of a Business Plan Understanding Your Starting Position Setting Out Your Planning Objectives Identifying Target Audiences and Key Messages Establishing Your Plan’s Time Frame Preparing for the Real World
Chapter 2: Finding the Funding
Starting with a Plan Tapping Friends, Family, and Lovers Finding an Angel Daring to Use Venture Capital Selling Stock to the Public: An IPO Finding Other Ways to Finance Growth Guarding Your Interests
Chapter 3: Setting Your Franchise’s Wheels in Motion
Surveying Your Options for Locale Setting Up Shop: Finding Your Franchise’s Habitat Avoiding Encroachment Securing Your Space After Finding Your Piece of Heaven Getting the Goods: Merchandise and Supplies Receiving Merchandise Maintaining Inventory Getting Good Training Before and After You Open Your Franchise
Chapter 4: Starting a Home-Based Business
Looking at the Basics of Home-Based Business Examining the Good News and the Bad Taking the Home-Based Business Quiz Starting Something from Scratch Transitioning into Your Home-Based Business
Chapter 5: Creating a Website for Your Business
Feng Shui-ing Your Website Creating Content That Attracts Customers Nip and Tuck: Establishing a Visual Identity Inviting Comments from Customers Moving from Website to Web Presence
Chapter 6: Starting with the Right Legal Structure
Deciding on the Best Legal Form for Your Business Going It Alone: The Sole Proprietorship Choosing a Partner: The Partnership Going for the Gold: The Corporation Looking for Flexibility: The S Corporation, the LLC, and the Nonprofit Corporation Benchmarking Your Best Choice
Book III: Managing Your Finances
Chapter 1: Setting Up the Books
Bookkeepers: The Record Keepers of the Business World Wading through Basic Bookkeeping Lingo Pedaling through the Accounting Cycle Tackling the Big Decision: Cash-Basis or Accrual Accounting Seeing Double with Double-Entry Bookkeeping Differentiating Debits and Credits Outlining Your Financial Roadmap with a Chart of Accounts Starting with the Balance Sheet Accounts Tracking the Income Statement Accounts Setting Up Your Chart of Accounts
Chapter 2: Understanding Your P&L
Getting Intimate with Your Profit and Loss Report Measuring and Reporting Profit and Loss Presenting the P&L Report for Your Business Breaking Through the Breakeven Barrier Improving Profit
Chapter 3: Working with Cash Flow and Staying Solvent
Sorting Out Your Sources of Cash Avoiding Confusion Between Profit and Its Cash Flow Deciding How to Have Cash Flow Information Reported to You Introducing the Statement of Cash Flows Summing Up the Critical Importance of Cash Flow from Profit Liquidity and Business Solvency Business Solvency Measurements Tools Liquidity Measurements Tools Liquidity Traps Untapped Sources of Liquidity Financial Leverage: The Good, the Bad, and the Ugly
Chapter 4: Controlling Costs and Budgeting
Getting in the Right Frame of Mind Getting Down to Business Looking into Cost of Goods Sold Expense Focusing on Profit Centers Reducing Your Costs Deciding Where the Budgeting Process Starts Honing In on Budgeting Tools Preparing an Actual Budget or Forecast Understanding Internal versus External Budgets Creating a Living Budget Using the Budget as a Business-Management Tool Using Budgets in Other Ways
Chapter 5: Satisfying the Tax Man
Tax Reporting for Sole Proprietors Filing Tax Forms for Partnerships Paying Corporate Taxes Taking Care of Sales Taxes Obligations
Book IV: Managing Your Business
Chapter 1: Tackling the Hiring Process
Starting with a Clear Job Description Defining the Characteristics of Desirable Candidates Finding Good People Becoming a Great Interviewer Evaluating Your Candidates Hiring the Best (and Leaving the Rest)
Chapter 2: Setting Goals
Knowing Where You’re Going Identifying SMART Goals Setting Goals: Less Is More Communicating Your Vision and Goals to Your Team Juggling Priorities: Keeping Your Eye on the Ball Using Your Power for Good: Making Your Goals Reality
Chapter 3: Embracing Corporate Social Responsibility
Understanding Socially Responsible Practices Doing the Right Thing: Ethics and You
Chapter 4: Managing with Technology
Weighing the Benefits and Drawbacks of Technology in the Workplace Using Technology to Your Advantage Getting the Most Out of Company Networks
Chapter 5: Developing Employees Through Coaching and Mentoring
Why Help Develop Your Employees? Getting Down to Employee Development Coaching Employees to Career Growth and Success Finding a Mentor, Being a Mentor
Chapter 6: Delegating to Get Things Done
Delegating: The Manager’s Best Tool Debunking Myths about Delegation Taking the Six Steps to Delegate Sorting Out What to Delegate and What to Do Yourself
Book V: Marketing and Promotion
Chapter 1: Optimizing Your Marketing Program
Know Yourself, Know Your Customer Finding Your Marketing Formula Controlling Your Marketing Program Refining Your Marketing Expectations Revealing More Ways to Maximize Your Marketing Impact
Chapter 2: Strengthening Your Marketing Strategy
Finding and Riding a Growth Wave Growing with a Market Expansion Strategy Specializing with a Market Segmentation Strategy Developing a Market Share Strategy Designing a Positioning Strategy Considering Other Core Strategies Selling Innovative Products Writing Down and Regularly Reviewing Your Strategy
Chapter 3: Taking Stock of Your Business Image
Making First Impressions Auditing the Impressions Your Business Makes
Chapter 4: Forging Your Brand
What Brands Are and What They Do Building a Powerful Brand Your Market Position: The Birthplace of Your Brand Conveying Your Position and Brand through Taglines Balancing Personal and Business Brands Maintaining and Protecting Your Brand
Chapter 5: Creating Marketing Communications That Work
Starting with Good Objectives Developing Effective Marketing Communications Making Media Selections The Making of a Mass Media Schedule Evaluating Your Efforts
Chapter 6: Social Marketing: Facebook, Pinterest, Twitter, and Blogs
Developing a Business Presence on Facebook Sharing Your Images with Pinterest Building a Fan Base with Twitter Using Your Blog for Profit … and Fun
About the Authors Cheat Sheet Advertisement Page Connect with Dummies End User License Agreement
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