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Index
Introduction Why You Need This Book How to Use This Book How This Book Is Organised Part I: Getting Started Part II: Making and Funding Your Plan Part III: Staying in Business Part IV: Making the Business Grow Part V: The Part of Tens Icons Used in This Book Where to Go From Here Chapter 1: Preparing for Business Understanding the Enduring Rules of Business Strategy Focus, focus, focus Appreciating the forces at work in your sector Recognising the first-to-market fallacy Getting in Shape to Start Up Assessing your abilities Discovering a real need Checking the fit of the business Confirming Viability Researching the market Doing the numbers Raising the money Writing up the business plan Going for Growth Gaining economies of scale Securing a competitive advantage Retaining key staff Gaining critical business mass Chapter 2: Doing the Groundwork Understanding the Small Business Environment Defining Small Business Looking at the Types of People Who Start Businesses Making your age an asset Considering location Winning with women Being educated about education Coming Up with a Winning Idea Ranking popular start-up ideas Going with fast growth Spotting a gap in the market Revamping an old idea Using the Internet Solving customer problems Creating inventions and innovations Marketing other people’s ideas Being better or different Banning Bad Reasons to Start a Business Steering clear of bad assumptions
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