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Full Description
For courses in Entrepreneurship, Small Business Management, and Starting a Business.
A Comprehensive, Practical Approach to Starting a Business
For fledgling entrepreneurs and business students, Entrepreneurship: Starting and Operating A Small Business untangles the complex economic, financial, and professional considerations surrounding business ownership and operations.
In its 4th Edition, Entrepreneurship takes a critical look at contemporary entrepreneurial successes, allowing students with a range of business interests to engage with and draw insight from the text. Balancing real-world case studies with thoughtful instruction, Entrepreneurship leads students to develop their business plans step by step, at the end of each chapter. This approach allows students to internalise different aspects of business ownership at a self-guided pace. The authors' combined business acumen and educational expertise make for a fluid transfer of business concepts between text, instructor, and student. Students will relish the opportunity to start drawing up a business plan right away, enhancing their experience both in and out of classroom.
Contents
UNIT 1: Entrepreneurial Pathways
1. Entrepreneurs Recognize Opportunities
2. The Business Plan: Road Map to Success
Honest Tea Business Plan
3. Creating Business from Opportunity
Case Study:Spanx
UNIT 2: Integrated Marketing
4. Exploring Your Market
5. Developing the Right Marketing Mix and Plan
6. Smart Selling and Effective Customer Service
Case Study:Kitchen Arts & Letters, Inc.
UNIT 3: Show Me the Money: Finding, Securing, and Managing It
7. Understanding and Managing Start-Up, Fixed, and Variable Costs
8. Using Financial Statements to Guide a Business
9. Cash Flow and Taxes
10. Financing Strategy & Tactics
Case Study: Lee's Ice Cream
UNIT 4: Operating a Small Business Effectively
11. Addressing Legal Issues and Managing Risk
12. Operating for Success
13. Management, Leadership, & Ethical Practices
Case Study: ONLC Training Centers
UNIT 5: Cashing in the Brand
14. Franchising, Licensing, and Harvesting: Cashing in Your Brand
Case Study: Honest Tea
Appendix 1: Sample Student Business Plan
Appendix 2: BizBuilder Business Plan
Appendix 3: Resources for Entrepreneurs
Appendix 4: Useful Formulas and Equations
