Table of Contents

CONTENTS

Foreword by Edie Weiner

Introduction

PART I: So You Want to Own a Business: The Real Truth Behind What It Takes to Succeed

1 Starting a Business Is Personal

2 Make Smart Choices: Consider Your Options

3 Beat the Odds: Get It Right from the Beginning

4 Build a Powerful Business Strategy

PART II: Open for Business: The Strategic and Tactical Keys to Business Success

5 Purpose, Promise, and Principles: The Cornerstones of Your Business

6 Marketing and Sales Strategy

7 People Matter

8 Protecting Your Business, Your Ideas, and Yourself

9 Where Will You Locate Your Business?

10 From Humble Beginnings to Great Enterprises

11 Pricing and Process

12 Words of Wisdom from the Trenches

Appendix: Resources for Start-Ups and Expanding Businesses

Index

About the Authors