Start Your Own Business, Fifth Edition: The Only Start-Up Book You’ll Ever Need

chapter 1
Introduction – – – – – – – – – – – – – – – – – – – – – – – – – 5
chapter 2
Taking the Plunge:
Get Ready to Be an Entrepreneur – – – – – – – – – – – – 9
chapter 3
Good Idea!: How To Get an
Idea for Your Business- – – – – – – – – – – – – – – – – – – 19
chapter 4
Good Timing: Should You Launch
Your Business Part or Full Time? – – – – – – – – – – – – 31
chapter 5
Build It Or Buy It?: Starting a Business vs. Buying One – – – – – – – – 39
part 2
PLAN
chapter 6
Choose Your Target: Defining Your Market- – – – – – – – – – – – – – – 73
chapter 7
If You Build It, Will They Come?:
Conducting Market Research – – – – – – – – – – – – – – – – – – – – – – – – – 89
chapter 8
The Name Game: Naming Your Business – – – – – – – – – – – – – – – – 115
chapter 9
Make It Legal: Choosing a Business Structure – – – – – – – – – – – – – – 125
chapter 10
Plan of Attack: Creating a Winning Business Plan – – – – – – – – – – – 143
chapter 11
Call in the Pros: Hiring a Lawyer and an Accountant- – – – – – – – – 155
part 3
FUND
chapter 12
All in the Family: Financing Starts with
Yourself and Friends and Relatives – – – – – – – – – – – – – – – – – – – – – 177
chapter 13
Nothing Ventured, Nothing Gained:
How To Find and Attract Investors – – – – – – – – – – – – – – – – – – – – 193
chapter 14
Looking for Loans: The Ins and Outs of Debt Financing – – – – – – – 203
chapter 15
Fed Funds: How To Get Government Loans – – – – – – – – – – – – – – – 221
VI START YOUR OWN BUSINESS
START YOUR OWN BUSINESS VII
part 4
PREPARE
chapter 16
What’s Your Deal?: Negotiating Successfully
by Cliff Ennico – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – 239
chapter 17
Site Seeking: Choosing a Location for Your Business- – – – – – – – – – – 249
chapter 18
Looking Good: Creating a Professional Image- – – – – – – – – – – – – – 271
chapter 19
Stock Answers: The Lowdown on Inventory – – – – – – – – – – – – – – – 283
chapter 20
It’s in the Mail: Setting Up Mailing Systems – – – – – – – – – – – – – – 303
chapter 21
Charging Ahead: Offering Your Customers Credit – – – – – – – – – – – 315
chapter 22
Cover Your Assets: Getting Business Insurance- – – – – – – – – – – – – 335
chapter 23
Staff Smarts: Hiring Employees- – – – – – – – – – – – – – – – – – – – – – – 353
chapter 24
Perk Up: Setting Employee Policies and Benefits – – – – – – – – – – – – – 385
part 5
BUY
chapter 25
Buyer’s Guide: Business Equipment Basics – – – – – – – – – – – – – – – – 415
Lituz.com
chapter 26
Business 24/7: Using Technology to Boost Your Productivity – – – – – – 429
chapter 27
Net Works: Building Your Company Website- – – – – – – – – – – – – – – 447
chapter 28
Keep In Touch: Using Technology to Stay Connected – – – – – – – – – – 463
Go!
part 6
MARKET
chapter 29
Brand Aid: Building a Brand – – – – – – – – – – – – – – – – – – – – – – – – 485
chapter 30
Marketing Genius: Advertising and Marketing Your Business – – – – 495
chapter 31
Talking Points: How To Promote Your Business – – – – – – – – – – – – – 549
chapter 32
Sell It!: Effective Selling Techniques- – – – – – – – – – – – – – – – – – – – – 569
chapter 33
Now Serving: Offering Superior Customer Service – – – – – – – – – – – 591
part 7
ENGAGE
chapter 34
Net Sales: Online Advertising and Marketing – – – – – – – – – – – – – – 603
chapter 35
Social Studies: Social Media Marketing – – – – – – – – – – – – – – – – – 619
VIII START YOUR OWN BUSINESS
START YOUR OWN BUSINESS IX
chapter 36
Can You Relate?: Social Media Networking – – – – – – – – – – – – – – – 629
part 8
PROFIT
chapter 37
Keeping Score: The Basics of Bookkeeping
by J. Tol Broome Jr. – – – – – – – – – – – – – – – – – – – – – – – – – – – – 641
chapter 38
Making a Statement: How To Create Financial Statements
by J. Tol Broome Jr. – – – – – – – – – – – – – – – – – – – – – – – – – – – – 659
chapter 39
On the Money: Effectively Managing Your Finances
by J. Tol Broome Jr. – – – – – – – – – – – – – – – – – – – – – – – – – – – – 675
chapter 40
Pay Day: How To Pay Yourself- – – – – – – – – – – – – – – – – – – – – – – – 705
chapter 41
Tax Talk: What You Need to Know About Your Taxes
by Joan Szabo – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – 713
appendix
Business and Government Resources- – – – – – – – – – – – – – – – – 731
Glossary – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – 743
Index – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – 767