Entrepreneurship: Starting and Operating a Small Business, Global Edition

For courses in Entrepreneurship, Small Business Management, and Starting a Business. A Comprehensive, Practical Approach to Starting a Business For fledgling entrepreneurs and business students, Entrepreneurship: Starting and Operating A Small Business untangles the complex economic, financial, and professional considerations surrounding business ownership and operations. In its Fourth Edition, Entrepreneurship takes a critical look at contemporary entrepreneurial successes, allowing students with a range of business interests to engage with and draw insight from the text. Balancing real-world case studies with thoughtful instruction, Entrepreneurship leads students to develop their business plans step by step, at the end of each chapter. This approach allows students to internalize different aspects of business ownership at a self-guided pace. The authors' combined business acumen and educational expertise make for a fluid transfer of business concepts between text, instructor, and student. Students will relish the opportunity to start drawing up a business plan right away, enhancing their experience both in and out of classroom.UNIT 1: Entrepreneurial Pathways 1. Entrepreneurs Recognize Opportunities 2. The Business Plan: Road Map to Success Honest Tea Business Plan 3. Creating Business from Opportunity Case Study:Spanx UNIT 2: Integrated Marketing 4. Exploring Your Market 5. Developing the Right Marketing Mix and Plan 6. Smart Selling and Effective Customer Service Case Study:Kitchen Arts & Letters, Inc. UNIT 3: Show Me the Money: Finding, Securing, and Managing It 7. Understanding and Managing Start-Up, Fixed, and Variable Costs 8. Using Financial Statements to Guide a Business 9. Cash Flow and Taxes 10. Financing Strategy & Tactics Case Study: Lee's Ice Cream UNIT 4: Operating a Small Business Effectively 11. Addressing Legal Issues and Managing Risk 12. Operating for Success 13. Management, Leadership, & Ethical Practices Case Study: ONLC Training Centers UNIT 5: Cashing in the Brand 14. Franchising, Licensing, and Harvesting: Cashing in Your Brand Case Study: Honest Tea Appendix 1: Sample Student Business Plan Appendix 2: BizBuilder Business Plan Appendix 3: Resources for Entrepreneurs Appendix 4: Useful Formulas and Equations