Founded After Forty
Glenda Shawley
Founded After Forty by small business expert Glenda Shawley takes you step by step from discovering your 'why' and vision to launching your business and keeping the momentum going. It covers finding the right business model and business fundamentals as well as practical considerations such as making the time for running a business.
Part 2 looks at the mechanics of starting up: legal considerations, identifying the target market, choosing the right route to market, developing the brand, making a profit, and mapping the customer journey.
Part 3 gets you started with marketing, staffing, managing the business and the launch and beyond.
The guidance in the book is supplemented with examples from existing business owners who didn’t always get it right first time. Each chapter finished with topics to think about as well as key actions that need to be taken.
There is an accompanying downloadable workbook which builds on the key activities in the book to help you create your own unique business plan.
Table of contents
Introduction
How will this book help?
Being realistic
How to use this book
Part 1: Before you start
Chapter 1: What’s your ‘why’?
Why is it important to understand your ‘why’?
Getting to your why
You have a ‘why’ but do you have a business?
What would success look like to you?
Connecting to your vision of success
Start with the end in mind
Chapter 2: Choosing a business model that is right for you
Franchising
Network marketing
Buying an existing business
Starting from scratch
Is running a business right for you?
Deciding what’s right for you
Chapter 3: Some fundamentals of business
Basic principles
Business planning
What problems should you be prepared for?
Chapter 4: Finding time for your business
Avoiding bright shiny objects
Establishing priorities
Managing your priorities
Avoid procrastination and perfectionism
The Power Hour
Automating tasks
Getting help
Creating work-life balance
Part 2: Developing the plan
Chapter 5: Legal considerations
Your trading status
Registrations and licences
Protecting your assets
Health and safety
Employment law
Trading regulations
Managing data and communications
Taxation
Insurance
Chapter 6: Understanding your target market
What is a narrow and deep niche?
Profiling your ideal customer
Why will your ideal customer need you?
Time for some research
Conducting research
Avoiding common research mistakes
What competition do you have for customers?
Finding your position in the marketplace
Chapter 7: Your route to market
Taking on premises
Working from home
Running a mobile business
Flexible solutions
Online
Chapter 8: Developing your brand
What is a brand?
How are our perceptions of a brand formed?
Developing your brand
Pulling your brand together
Designing your brand’s identity
Finalising your branding
Applying your visual branding
Implementing your branding strategy
Staying on brand
Chapter 9: Making a profit
Demystifying the jargon
Establishing your costs
Setting your prices
Know your worth
Planning finance
Budgeting
Producing your cash flow forecast
Dealing with cash flow problems
Working out your break-even point
Raising finance
Taxation
Tracking progress
Chapter 10: Putting your customer at the heart of your business
Mapping the customer journey
Awareness
Interest
Evaluation
Purchase
Reflection and relationship building
Making the journey work for you
Part 3: Getting started
Chapter 11: Promoting your business
Understanding your prospect
Crafting your message
Choosing your voice
Testing
Choosing your tactics
Marketing regularly
Chapter 12: Getting help
What kind of help could be useful?
Outsourcing tasks
Are you the right person for the job?
Employing staff
Interns and work experience
Finding a sounding board
Chapter 13: Managing the business
Passwords
Organisation
Data protection
Your business environment
Managing business performance
Getting over your excuses!
Specialist advice
Chapter 14: Launching the business
How will you launch?
The soft launch
Deciding upon your guest list
Going for the big razzmatazz
Bring in the professionals
Invitations and publicity
Make it memorable
How will you promote your business at the event?
Dealing with the media
Maximising your return on investment
Chapter 15: What next?
Dealing with slow growth
Building on success
Tweaking the business plan
Good luck
Appendices
Meet the contributors
Informations :
Editeur :
Auteur(s) :
Glenda Shawley
Nombre de pages :
140