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Table of Contents
UNIT 1 What Business Do You Want to Start?
1.Â Â Â Â Â Â Entrepreneurs Recognize Opportunities
2.Â Â Â Â Â Â Franchising
3.Â Â Â Â Â Â Finding Opportunity in an Existing Business
4.Â Â Â Â Â Â The Business Plan: Road Map to Success
Unit 1 Case Study: FastSigns
UNIT 2 Who Are Your Customers?
5.Â Â Â Â Â Creating Business from Opportunity
6.Â Â Â Â Â Exploring Your Market
Unit 2 Case Study: Nicole Miller Ltd.
UNIT 3 Integrated Marketing
7.Â Â Â Â Â Developing the Right Marketing Mix and Plan
8.Â Â Â Â Â Pricing and Credit Strategies
9.Â Â Â Â Â Integrated Marketing Communications
10.Â Marketing Globally
11.Â Smart Selling and Effective Customer Service
Unit 3 Case Study: Ken Done Galleries
UNIT 4 Finding, Securing, and Managing Financial Resources
12.Â Understanding and Managing Start-Up, Fixed, and VariTable Costs
13.Â Using Financial Statements to Guide a Business
14.Â Cash Flow and Taxes
15.Â Financing Strategy: Debt, Equity, or Both?
Unit 4 Case Study: Bridgecreek Development
UNIT 5 Operating a Small Business Effectively
16.Â Addressing Legal Issues and Managing Risk
17.Â Operating for Success
18.Â Â Location, Facilities and Layout
19.Â Human Resources and Management
Unit 5 Case Study: Moâ€™s Chowder
UNIT 6 Leadership, Ethics, and Exits
20.Â Leadership and Ethical Practices
21.Â Franchising, Licensing, and Harvesting: Cashing in the Brand
Unit 6 Case Study: Avocent