Amazon: “This is an extensive handbook of small-business basics for those who already have the desire and drive mandatory for launching an individual commercial enterprise–but it does not include all of the specific day-to-day skills that significantly increase its chances for survival. The book begins with plainspoken advice on matters such as choosing a business, setting goals, and initiating the plan that makes it all happen. This is followed by material on sales and marketing and developing business structures, which is bolstered at appropriate intervals with useful definitions, additional resources, and warnings about potential pitfalls. The next two sections on finances and growth, however, may ultimately prove most valuable. The best information here includes sections about evaluating competition and defending against potential incursions; why business bankers reject loan applications and how to make them your allies; and why production plans are critical. This book also looks at the ’secrets of success,’ suggesting ways to cope with the ups and downs that any entrepreneur will inevitably encounter.”
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