Entrepreneurship For Dummies

ISBN-13: 9781119912637 / Angielski / Miękka / 2023 / 416 str.

Kathleen Allen

Spis treści

Introduction 1Part 1: Getting Started in Entrepreneurship 5Chapter 1: Understanding Entrepreneurship 7Chapter 2: Entrepreneurship in the 21st Century 25Chapter 3: Preparing to Seek Opportunity 45Chapter 4: Testing an Opportunity Before You Leap 61Part 2: Testing the Feasibility of Your Business Concept 77Chapter 5: Understanding Your Industry 79Chapter 6: What Your Customers Can Tell You 95Chapter 7: Designing Solutions for a New Marketplace 117Chapter 8: Protecting Your Products and Services 137Chapter 9: Putting Together Your Founding Team 161Chapter 10: Getting Solutions to Customers: The Supply Chain 181Chapter 11: Developing and Testing Your Business Model 193Chapter 12: Assessing Your Initial Financial Needs 209Part 3: Designing a Company 231Chapter 13: Preparing a Business Plan 233Chapter 14: Finding Money to Start and Grow Your Venture 257Chapter 15: Starting with the Right Legal Structure 279Part 4: Growing a Company 297Chapter 16: Planning for Growth 299Chapter 17: Developing a Marketing Strategy 333Chapter 18: Making and Using Money Wisely: The Financial Plan 357Chapter 19: Planning for Things That Go Bump in the Night 381Part 5: The Part of Tens 397Chapter 20: Ten Reasons Not to Start a Business 399Chapter 21: Ten Ways to Spark Your Innovative Spirit 405Index 411

O autorze

Kathleen Allen, Ph.D., is Professor Emerita of Entrepreneurship at the USC Marshall School of Business, where she founded and led the USC Marshall Center for Technology Commercialization, a collaboration of science, engineering, medicine, and business. She has written more than 15 books, including the first edition of Entrepreneurship For Dummies and The Complete MBA For Dummies.