The Essential Entrepreneur: What It Takes to Start, Scale, and Sell a Successful Business, 2nd Edition

Length: 208 pages
Edition: 2
Language: English
Publisher: Wiley
Publication Date: 2022-11-14
ISBN-10: 1119984556
ISBN-13: 9781119984559
Sales Rank: #3078640 (See Top 100 Books)

A toolkit for entrepreneurial success

In The Essential Entrepreneur, celebrated entrepreneur and business strategist Richard Turner delivers a practical, step-by-step approach to starting and growing a thriving enterprise. If you’re ready to take your fledgling business to the next level—and finally follow that brilliant big idea—this guide covers everything you’ll need to navigate the challenges ahead.

Richard shares straightforward advice and hands-on, real-world lessons outlining the key points you need to know to start and grow your venture. And his lessons are supported by the experience and wisdom of a panel of diverse experts: Tobi Pearce (co-founder of SWEAT), Flavia Tata Nardini (of Fleet Space), Simon Haigh (of Haigh’s Chocolates), and Kirsten Bernhardt (skilled investment manager).

You’ll discover how to:

Make a splash in your industry by taking advantage of market weaknesses, disrupting the status quo and creating new openings
Sort the good ideas from the bad: validate your business (whether it’s a product or a service) and maximise its value
Position your brand so that what you do is clear and instantly recognisable
Create a business plan that really works, factoring in timing, going to market, managing finance, managing growth and more
Understand the logistics of a successful and profitable operation, from sourcing suppliers to production, warehousing and distribution
Most small businesses struggle to get moving. This is the book that will help you get ahead in the race. A can’t-miss resource for start-up entrepreneurs and business owners, The Essential Entrepreneur outlines everything you need to know to hit the ground running.

COVER
TITLE PAGE
COPYRIGHT
DEDICATION
INTRODUCTION
    Introducing Tobi Pearce (Ex-CEO and Co-founder of SWEAT)
    Introducing Flavia Tata Nardini (CEO and Co-founder of Fleet Space Technologies)
    Introducing Simon Haigh (Joint Managing Director of Haigh's Chocolates)
    Introducing Kirsten Bernhardt (Investment Manager at Artesian Alternative Investments)
CHAPTER 1: Validating and testing your idea
CHAPTER 2: Developing a start-up business plan
    Market validation
    Revenue and profit
    Go-to-market plan and operations
    Cost validation
    Profitability
    Funding
    Creating a three-year forecast
    Setting yourself up
CHAPTER 3: Product or service?
CHAPTER 4: Timing is everything
CHAPTER 5: Passion, culture and values
    The business architecture stack
    Keeping the passion alive
CHAPTER 6: Brand positioning and marketing
    The brand
    Marketing
CHAPTER 7: Bringing in those sales
    Converting marketing enquiries into sales
    Pricing techniques
    Service response and exceptional experiences
CHAPTER 8: Sourcing suppliers and manufacturing
    Local sourcing
    International sourcing
CHAPTER 9: Innovation, re-invention and disruption
    Aligning to your customer
    Think laterally
    Be ahead of the game
CHAPTER 10: Defining a new market
CHAPTER 11: Getting investment ready
    Stage 1: Start-up
    Stage 2: Scale-up
CHAPTER 12: Ownership and equity
    Assigning shareholdings
    Shareholder agreements
CHAPTER 13: Trademarks and patents
    Trademarks (TM): protecting your brand
    Patents: novel innovations
CHAPTER 14: What business am I in?
    Staying focused
    Keeping it simple
CHAPTER 15: Tuning and restructuring
    Market adaptability
    Rapidly changing market conditions
    If you need to wind things up
    Managing externalities
CHAPTER 16: Managing growth and consistency
    Systemising your business for growth
    The ‘crystal ball’ plan for the future
    Mentors and peers
CHAPTER 17: Getting out of business
ARE ENTREPRENEURS BORN OR MADE?
ACKNOWLEDGEMENTS
INDEX
END USER LICENSE AGREEMENT