Description
Book SynopsisTable of ContentsUNIT 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
