Table of Contents
Introduction 1
Book 1: Moving from Idea to Reality 5
Chapter 1: Your Business in Context 7
Chapter 2: Refining and Defining Your Business Idea 27
Chapter 3: Creating a Business Model 45
Chapter 4: Finding Your Target Market 63
Chapter 5: Considering a Franchise 79
Book 2: Planning for Your Business 101
Chapter 1: Writing a Business Plan 103
Chapter 2: Finding the Funding 115
Chapter 3: Setting Your Franchise’s Wheels in Motion 135
Chapter 4: Starting a Home-Based Business 167
Chapter 5: Creating an Online Presence for Your Business 193
Chapter 6: Starting with the Right Legal Structure 215
Book 3: Handling Your Finances 229
Chapter 1: Setting Up the Books 231
Chapter 2: Reporting Profit or Loss in the Income Statement 257
Chapter 3: Reporting Financial Condition in the Balance Sheet 281
Chapter 4: Reporting Cash Sources and Uses in the Statement of Cash Flows 305
Chapter 5: Controlling Costs and Budgeting 327
Chapter 6: Satisfying the Tax Man 363
Book 4: Managing Your Business 381
Chapter 1: Tackling the Hiring Process 383
Chapter 2: Setting Goals 401
Chapter 3: Embracing Corporate Social Responsibility 415
Chapter 4: Managing with Technology 425
Chapter 5: Delegating to Get Things Done 433
Book 5: Marketing and Promotion 445
Chapter 1: Optimizing Your Marketing Program 447
Chapter 2: Laying a Foundation for Growth 465
Chapter 3: Taking Stock of Your Business Image 485
Chapter 4: Forging Your Brand 499
Chapter 5: Creating Marketing Communications That Work 515
Chapter 6: Social Marketing: Facebook, Twitter, Instagram, LinkedIn, and Pinterest 533
Book 6: Staying in Business 545
Chapter 1: Developing Employees through Coaching and Mentoring 547
Chapter 2: Keeping Your Customers Loyal 563
Chapter 3: Cultivating a Growing Business 575
Index 593
