East Baton Rouge Parish Library

Startup, an insider's guide to launching and running a business, Kevin Ready

eng

index present

non fiction

Startup

handbooksdictionaries

1774411003

Kevin Ready

an insider's guide to launching and running a business

"This book is for anyone wishing to start a business, but especially IT workers toiling in the trenches who have dreamed of a starting a business. What's involved? What challenges can I expect? How do I survive common entrepreneurial mishaps? Once I get the business up and running, how do I keep the wheels turning profitably? How do I attract customers? How do I manage people? This book answers those questions and many more."--Safari books online

Title Page; Copyright; About the Author; Acknowledgments; Preface; So How Did I Become an Entrepreneur?; How to Read This Book; Come Fly with Me; Table of Contents; Chapter 1 Setting the Stage; Entrepreneurship and Resonance; Entrepreneurs Create Something New; It Is Compelling; You Can Scale It; You Can Control It; A Ticket to the Game; Nobody Cares About Your Business; What Is a Business?; The Boat; The Employee; The Entrepreneur; Launch Strategies; The Soft Launch; Jumping In; Joining Someone Else's Party; Different Kinds of Work; The Laborer: Shoveling DirtLike a Boss: Have Other People Shovel Dirt forYouThe Big Boss: Hire a Team of Managers toManage the Shovelers; The Impresario: Invent a New Shovel and SellIt to the Shovelers; The Impresario Grande: Invent a Shovel andSell It to the Big Bosses; Grains of Sand; Intrinsic Motivation; A Vision to Guide You; A Passion for Pizza; The Bootstrap Mentality; Impact to Your Personal Life; Financial Strings Attached; Life on Hold; Time; Impact to Your Health; Resources; Chapter 2 Core Lessons; Basics Win Ball Games; No Partial Credit; Diversify; Common Single Points of FailureA Single Distribution ChannelA Single Key Employee; A Single Channel; An Outsized Large Client; Specific Intention; A Waste of Cash, Time, and Energy; Backing Up the Truck; How to Determine the Demand of the Market; Make Yourself Obsolete; The Self-Regulating Business; The Self-Determining Business; You Will Need More Money Than YouThink; Active Iteration; Always Get a Contract; Watch Intellectual Property; Control the Money; Hope for the Best but Plan for the Worst; Changing Plans Is Easier When You Change Early; Value and Preserve Your Agility; Mistakes Are InevitableCustomer Complaints: Treat Them Like GoldThe Dollar Exercise; Chapter 3 Marketing; Choose Your Product Well; What You Have to Work With; What Are You Shooting For?; What Is the Opening in the Market?; What Separates a Hobby from a Business?; Will You Be a Whale or an Eskimo?; The Precious Slice; Why You?; The Internet Is Not Magic; Parity Products and the Bozo Factor; The Two Approaches to Differentiation; Positional Differentiation; Structural Differentiation; Know Your Customer; When You Have Multiple Customers; Image Counts; If You Build It, They Will Come; RadicalizeNever Ask Water to Climb a LadderA Marketer's Tale; The Problem; What She Should Have Done; Climbing the Mountain; Learn to Love Statistics; The Marketing Mix; Product Pricing; Case Study: Meridian World Data and Pricing; Oprah Is Not Your Marketing Plan; If You Can't Measure It, You Can'tControl It; Chapter 4 Building a Team; Your Network Will Determine YourSuccess; The Best Employees Would Do the WorkEven Without the Job; The Psychological Contract; A Contract for Your Team Members; My Commitment; Manage Different People In DifferentWays; Friends as Employees; Friends as Partners