In this practical and comprehensive workbook, Cheryl Rickman, offers a
modern approach to self-employment and business start-up. Packed with
real-life case studies and practical exercises, checklists and
worksheets, it provides a step-by-step guide to researching and
formulating your business ideas, planning the right marketing
strategies, and managing a team that will drive your vision forward with
you. You'll discover what, with hindsight, well-known entrepreneurs
would have done differently, what their biggest mistakes have been and
what they've learnt: Dame Anita Roddick, Julie Meyer, Stelios
Haji-Ioannou, Simon Woodroffe and others reveal their best and worst
decisions and contribute their wisdom and tips for succeeding in
business. You'll learn how to: develop, research and plan the idea;
design and create the right products and services; define and understand
your customers and target audience; secure finance and manage cash flow
and accounts; create a winning brand and marketing message; gain and
retain customers; achieve competitive advantage; plan, create, launch
and promote your website; and manage your business and time.
recommendations on making your business ethical and socially
responsible, along with exercises to help build self-confidence and
visualize success.
