Table of contents Introduction How will this book help? Being
realistic How to use this book Part 1: Before you start
Chapter 1: What’s your ‘why’? Why is it important to understand
your ‘why’? Getting to your why You have a ‘why’ but do you have a
business? What would success look like to you? Connecting to your
vision of success Start with the end in mind
Chapter 2: Choosing a business model that is right for you
Franchising Network marketing Buying an existing business Starting
from scratch Is running a business right for you? Deciding what’s
right for you
Chapter 3: Some fundamentals of business Basic principles Business
planning What problems should you be prepared for?
Chapter 4: Finding time for your business Avoiding bright shiny
objects Establishing priorities Managing your priorities Avoid
procrastination and perfectionism The Power Hour Automating tasks
Getting help Creating work-life balance
Part 2: Developing the plan Chapter 5: Legal considerations
Your trading status Registrations and licences Protecting your
assets Health and safety Employment law Trading regulations
Managing data and communications Taxation Insurance
Chapter 6: Understanding your target market What is a narrow and
deep niche? Profiling your ideal customer Why will your ideal
customer need you? Time for some research Conducting research
Avoiding common research mistakes What competition do you have for
customers? Finding your position in the marketplace
Chapter 7: Your route to market Taking on premises Working from
home Running a mobile business Flexible solutions Online
Chapter 8: Developing your brand What is a brand? How are our
perceptions of a brand formed? Developing your brand Pulling your
brand together Designing your brand’s identity Finalising your
branding Applying your visual branding Implementing your branding
strategy Staying on brand
Chapter 9: Making a profit Demystifying the jargon Establishing
your costs Setting your prices Know your worth Planning finance
Budgeting Producing your cash flow forecast Dealing with cash flow
problems Working out your break-even point Raising finance Taxation
Tracking progress
Chapter 10: Putting your customer at the heart of your business
Mapping the customer journey Awareness Interest Evaluation Purchase
Reflection and relationship building Making the journey work for
you
Part 3: Getting started Chapter 11: Promoting your business
Understanding your prospect Crafting your message Choosing your
voice Testing Choosing your tactics Marketing regularly
Chapter 12: Getting help What kind of help could be useful?
Outsourcing tasks Are you the right person for the job? Employing
staff Interns and work experience Finding a sounding board
Chapter 13: Managing the business Passwords Organisation Data
protection Your business environment Managing business performance
Getting over your excuses! Specialist advice
Chapter 14: Launching the business How will you launch? The soft
launch Deciding upon your guest list Going for the big razzmatazz
Bring in the professionals Invitations and publicity Make it
memorable How will you promote your business at the event? Dealing
with the media Maximising your return on investment
Chapter 15: What next? Dealing with slow growth Building on success
Tweaking the business plan
Good luck Appendices Meet the contributors
Glenda Shawley has spent more than 40 years in business, 24 of them running her own small business. Specialising in business start-ups and marketing, she has worked with a wide range of locally based businesses from acupuncture to web design. Her clients include home-based solopreneurs, established companies with several outlets and individuals with only the vaguest idea of the type of business they want to run. An accredited business adviser and qualified teacher of adults, Glenda specialises in practical advice and guidance developed over years of experience and study.
Amazon reviews:
'I wish I had had this book when I started my first business! It
takes you from the first moment when you start contemplating
setting up your own business, through to managing it successfully
when it's up and running. It starts brilliantly by making you
consider why you are setting up a business in the first place,
covers all that you need to consider when choosing your business
model (that's the bit I most needed), then takes you step by step
through developing your plan, understanding your target market,
developing your brand and on to managing and launching your
business, with every aspect of your journey covered in depth on the
way. There is an online workbook to download, which links to key
points in the book.
The author includes real-life case studies and great quotes and
tips from small business owners. The book is is aimed at people
starting a business later in life, but would be equally valuable to
younger would-be business owners. And although I have now been
running my current business successfully for three years, I have
found loads of useful advice and action tips which will help me
manage it even more effectively in the future.'
'I have found this book so useful as I set about launching my new
business. It is written in a really informative but concise and
simple way that makes it easy to read and to pick up and read in
short chunks. Essential for the busy new business owner who doesn't
have time to sit around reading for hours. The workbook that goes
with it really makes you think properly about how you are
approaching things. It's all easy to just 'fall into' ways of doing
things and this book keeps you along the right lines. Highly
recommended!'
'Fantastic guide to starting a business if you're over 40, or even
under 40! Everything you could possibly need to know, thoroughly
researched and the workbook that accompanies the book means that
you can work through your plans slowly stage by stage. Loved
it!'
'Superbly written book, full of fantastic advice for ANYONE running
or thinking of starting their own business! Lots of examples,
suggestions, best practices etc. Highly recommend this book!'
'One of those excellent books that has so much useful information
in it. Highly recommend grabbing a copy and changing your life.
Although 40 isn't old ;)'
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