Entrepreneurship For Dummies

The perfect resource for your journey to start a business

Entrepreneurship For Dummies is the essential guide to becoming your own boss and a successful entrepreneur. We make it simple to learn every step of the process. Identify an opportunity, learn your customers’ needs, test your product, protect your intellectual property, secure funding, and get ready for that all-important launch. In classic Dummies style, this book is packed with practical information and useful advice, all in a fun and easy-to-follow format. Take fear out of the entrepreneurship equation and build the confidence you need to make your fantastic business idea take flight. Get up to date on the latest lingo, new ideas for raising money, and the latest ways to do business in the digital age.

• Understand the process of starting a business, from beginning to end
• Complete the necessary planning and meet legal requirements, without the headache
• Get expert tips and tricks on funding your idea and bringing your product or service to market
• Build the foundation you need to keep your business thriving and growing

Entrepreneurship For Dummies supports you as you travel along the road to success.

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.

Introduction 1

Part 1: Getting Started in Entrepreneurship 5

Chapter 1: Understanding Entrepreneurship 7

Chapter 2: Entrepreneurship in the 21st Century 25

Chapter 3: Preparing to Seek Opportunity 45

Chapter 4: Testing an Opportunity Before You Leap 61

Part 2: Testing the Feasibility of Your Business Concept 77

Chapter 5: Understanding Your Industry 79

Chapter 6: What Your Customers Can Tell You 95

Chapter 7: Designing Solutions for a New Marketplace 117

Chapter 8: Protecting Your Products and Services 137

Chapter 9: Putting Together Your Founding Team 161

Chapter 10: Getting Solutions to Customers: The Supply Chain 181

Chapter 11: Developing and Testing Your Business Model 193

Chapter 12: Assessing Your Initial Financial Needs 209

Part 3: Designing a Company 231

Chapter 13: Preparing a Business Plan 233

Chapter 14: Finding Money to Start and Grow Your Venture 257

Chapter 15: Starting with the Right Legal Structure 279

Part 4: Growing a Company 297

Chapter 16: Planning for Growth 299

Chapter 17: Developing a Marketing Strategy 333

Chapter 18: Making and Using Money Wisely: The Financial Plan 357

Chapter 19: Planning for Things That Go Bump in the Night 381

Part 5: The Part of Tens 397

Chapter 20: Ten Reasons Not to Start a Business 399

Chapter 21: Ten Ways to Spark Your Innovative Spirit 405

Index 411

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