Entrepreneurship for dummies
The perfect resource for your journey to start a business Entrepreneurship For Dummies is the essential guide to becoming your own boss and a successful entrepreneur. We make it simple to learn every step of the process. Identify an opportunity, learn your customers' needs, test your product, p...
| Other Authors: | |
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| Format: | eBook |
| Language: | Inglés |
| Published: |
Hoboken, New Jersey :
John Wiley & Sons, Incorporated
[2023]
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| Edition: | Second edition |
| Series: | --For dummies.
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| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009720739306719 |
Table of Contents:
- Intro
- Title Page
- Copyright Page
- Table of Contents
- Introduction
- Entrepreneurship Has Changed
- About This Book
- Foolish Assumptions
- Icons Used in This Book
- How This Book Is Organized
- Where to Go from Here
- Part 1 Getting Started in Entrepreneurship
- Chapter 1 Understanding Entrepreneurship
- Anyone Can Become an Entrepreneur
- Recognizing an Entrepreneurial Venture
- Understanding the Entrepreneurial Ecosystem
- Distinguishing Entrepreneurial Ventures from Small Businesses and Why That Matters
- Considering the Many Ways to Be an Entrepreneur
- The home-based entrepreneur
- The Internet entrepreneur
- The serial entrepreneur
- The gig economy entrepreneur
- The traditional entrepreneur
- The corporate entrepreneur
- Considering Your Personal Goals
- Why do you want to start a business?
- How will starting a business affect your personal life?
- Are you in sufficient physical shape to start a business?
- What aspects of business make you very uncomfortable?
- How will your feelings about your business affect its potential growth?
- Clearing Up the Myths and Stereotypes about Entrepreneurs
- You need a lot of money
- You need a great idea
- You must take big risks
- You need to be young
- Looking Ahead
- Chapter 2 Entrepreneurship in the 21st Century
- Dealing with the Boom and Bust Economy of the 2020s
- Finding the good news
- Funding with venture capital is strong at all levels
- Startups are still going strong
- Dealing with the not-so-good news
- Competition for talent is tough
- Digital platforms are more accessible to startups (and to everyone else)
- Some startups are too big to fail
- The Global Entrepreneurship Picture
- A different kind of entrepreneurship
- The need for speed
- Scaling quickly for competitive advantage
- Harnessing technology for competitive advantage.
- Turning information into intelligence
- Managing the new work environment
- Breaking the link between information and things
- Cryptocurrency as an opportunity
- Everyone's value chain is shorter
- Making yourself obsolete (before someone does it for you)
- Facing technology disruption
- Technology enables and disrupts constantly
- Understanding the Latest Big Trends
- Easier access to entrepreneurship education
- Sustainable finance
- DIY coding
- Sharing what you have
- Personalized and direct to customers
- Using micro influencers for social media marketing
- Investing in climate tech is hot
- Chapter 3 Preparing to Seek Opportunity
- Understanding Ideas versus Opportunities, Creativity versus Innovation
- Starting with an Idea May Not Be the Best Idea
- Changing an existing business
- Solving a problem with creativity
- Spotting Obstacles in Your Path
- You think you're not innovative (think again!)
- You dislike criticism (don't we all?)
- You're a creature of habit (so is everyone)
- You lack confidence (you can do it!)
- You're overconfident (jumbo ego)
- Clearing Away the Obstacles
- Going back to familiar territory
- Tapping your personal network
- Designing an Environment that Inspires Creativity and Innovation
- Making time to be creative
- Find a favorite thinking space
- Play with toys, games, and kids
- Finding the right place for innovation
- Making your work environment friendly
- Growing Ideas with Outside Help: Incubators and Accelerators
- Spotting the Best Opportunities
- Finding opportunity in failure (yours and others)
- Finding opportunity for underrepresented communities
- Finding opportunity in things that don't go together
- Chapter 4 Testing an Opportunity Before You Leap
- Starting with Your First Risk: You!
- Turning Your Opportunity into a Business Concept.
- Benefits versus Features: What Do Customers Buy?
- Why isn't money part of the concept?
- Trying out your business concept skills
- Quick-Testing Your Concept: The Lean Method
- Getting Serious with Feasibility Analysis and the Lean Method
- Feasibility versus business plan: Double the work?
- Introducing the feasibility analysis framework
- Executive summary
- Business concept
- Industry analysis
- Market/customer analysis
- Founding team analysis
- Product/service development analysis
- Financial analysis
- Feasibility decision
- Timeline to launch
- Part 2 Testing the Feasibility of Your Business Concept
- Chapter 5 Understanding Your Industry
- Understanding Your Industry
- Using a Framework of Industry Structure
- Carrying capacity, uncertainty, and complexity
- Threats to new entrants
- Threats from substitute products/services
- Threats from buyers' bargaining power
- Threats from suppliers' bargaining power
- Rivalry among existing firms
- Understanding the Value Chain
- Deciding on an Entry Strategy
- Differentiation
- Niche
- Cost superiority
- Researching Your Industry
- Answering key questions about your industry
- Studying public companies
- Searching for data at government websites
- Going offline for more research
- Benchmarking Against the "Perfect" Industry
- Chapter 6 What Your Customers Can Tell You
- Conducting Customer Discovery
- Segmenting your market
- Defining your niche
- Discovering Your Customers
- Finding the data you need
- Looking at the total accessible market
- Conducting customer discovery in the field
- Observing customers in their natural habitats
- Survey by email and telephone
- Conduct interviews and focus groups
- Building an early customer profile
- Identifying more important people to interview
- Graphing a customer segmentation matrix.
- Competitive Intelligence: Checking Out the Competition
- Pounding the pavement
- Buying your competitors' products
- Revving up the search engines
- Forecasting Demand: Tough but Crucial
- Triangulating to demand
- Use substitute products and services to gauge demand
- Interview customers and intermediaries
- Go into limited production with a test market
- Forecasting new product demand
- Chapter 7 Designing Solutions for a New Marketplace
- Zeroing-in on a Product Solution
- Becoming an inventor
- Teaming with an inventor
- Licensing an invention
- Moving Rapidly to a Prototype: The Minimum Viable Product
- Bootstrapping Product Development
- Understanding the product life cycle
- Finding the money
- Seeking government grants
- Going after investor capital
- Crowdfunding
- Developing New Products: The Process
- Getting the feedback you need
- Overcoming scarce resources with a plan
- Developing in a digital world
- Moving Rapidly to the Prototype Stage
- Designing right the first time
- Sourcing your materials
- Making your minimum viable product
- The one-minute product solution plan
- Chapter 8 Protecting Your Products and Services
- Understanding Intellectual Property Rights
- Protecting Your Better Mousetrap with a Patent
- Timing is everything
- America Invents Act
- Is it patentable?
- Types of patents
- The patent process
- The provisional patent application
- Filing a provisional patent application
- Filing a nonprovisional patent application
- Protecting your rights in foreign countries
- Copyrighting Your Original Work of Authorship
- Claiming copyright
- Things you can't copyright
- Protecting Your Logo with a Trademark
- Protecting Your Trade Secrets
- Contracts
- Nondisclosure agreements
- Strategies for Protecting Your IP
- Offensive strategies
- IP acquisition.
- Licensing your own IP
- The license agreement
- Defensive strategies
- International strategies
- Chapter 9 Putting Together Your Founding Team
- A Little Science Behind Founding Teams
- Who's on First?
- The rules with family and friends
- Covering all the bases
- Putting everything in writing
- Benchmarking the perfect team
- Forming a Diverse Board of Advisors
- Yes, you need attorneys
- Accountants can help you survive
- Your banker can dispense advice, if not money
- Don't forget your insurance broker
- Forming a Board of Directors
- Getting people on your board
- Deciding when you need a formal board
- Creating a Personal Board: Your Mentors
- Pulling Yourself Up by the Bootstraps
- Outsourcing savvy
- Leasing your staff
- Chapter 10 Getting Solutions to Customers: The Supply Chain
- Understanding Supply Chains, Logistics, and Distribution Channels
- Looking at Logistics
- Distributing through Consumer and Industrial Market Channels
- Consumer channels
- Selling direct to customers
- Using retailers to reach customers
- Using wholesalers and distributors to reach customers
- Hiring manufacturer reps to find customers
- Industrial channels
- Using intermediaries
- Evaluating Your Channel
- The cost of the channel
- Channel coverage
- Distribution control
- When Your Supply Chain Is International
- Chapter 11 Developing and Testing Your Business Model
- Understanding Business Models
- The business model canvas approach
- A software company business model
- Your restaurant business model
- A retail business model
- Providing a service with an upside
- Producing multiple products and services
- Making money while you sleep
- Evolving Digital Business Models
- Using an advertising model
- Using a subscription-based model
- Growing a hybrid model
- Thinking micro
- Testing Your Business Model.
- Chapter 12 Assessing Your Initial Financial Needs.
