The Reluctant Entrepreneur

Michael Masterson 지음

Wiley 2012년 06월 08일 출간

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Intelligent strategies for starting and growing a small business with minimal personal financial riskA comprehensive guide for entrepreneurs from one of the most successful business creators in recent years, The Reluctant Entrepreneur: Turning Dreams into Profits addresses the fears and misconceptions that many people have about starting their own businesses, walking prospective owners through the necessary decisions they need to make before even putting a business plan in place.Presenting solid, reliable strategies based on author Michael Masterson's own successful practices, and debunking some common illusions entrepreneurs have about their businesses, the book is a vital resource for anyone looking to avoid the pitfalls that threaten fledgling companies.Packed with insights from an entrepreneur who has launched and sold dozens of business, presented in a lively and conversational styleSome 600,000 new businesses are launched each year and with an uncertain economy, more and more people are looking for a stream of income separate from their 9 to 5 jobFilled with highly applicable advice that budding and professional entrepreneurs can start using immediatelyEssential reading for small business owners and both first time and established entrepreneurs, The Reluctant Entrepreneur presents the smart strategies on starting and growing a small business that can make launching your own company a cinch.

목차

Foreword xiiiAcknowledgments xixINTRODUCTION Entrepreneurship: What It Is . . . and Isn&'t 1The Reality of Calculated Risk 2The Reluctant Entrepreneur 3Launching a Successful Business Takes More Than Motivation 4It&'s Okay to Be Cautious 5Success Is Not a Roll of the Dice 6And One More Thing . . . 6CHAPTER 1 What, Exactly, Is a Reluctant Entrepreneur? 9Philip Knight&'s Story 10What We Can Learn From This . . . 11Hatching a Business While You Keep Your Day Job 12The Myth of the “Entrepreneurial Type” 16CHAPTER 2 The First Question You Must Be Able to Answer 21Rule Number One of Reluctant Entrepreneurship 23Your Initial Challenge: Generating Positive Cash Flow 24Educating Yourself About Business 25CHAPTER 3 What It Takes to Be a Successful Reluctant Entrepreneur 27The Reluctant Entrepreneur Is a Smart Entrepreneur 29The Foundation of Your Business: Six StrategicChoices You Have to Make at the Very Beginning 31It&'s Not Rocket Science 38CHAPTER 4 Hatching the New Business: Overcoming Fear and Taking Action 41Your First Three Action Steps 43How Do You Find a Mentor? 48Putting Fear on Your Side 49CHAPTER 5 The Magic Happens When You Hire Superstars 51Recognizing Superstar Potential 52Knowing What You&'re Looking For 53How Do You Find These People? 54The Care and Feeding of a Superstar 56How to Structure a Superstar Organization 59The Best Investment You Will Ever Make 61CHAPTER 6 Mastering the Art of Business Relationships 65The Reluctant Entrepreneur&'s Guide to Making Friends in High Places 6712 Ways to Get People to Want to Do Business With You 69A Simple Trick That Will Make Important People Want to Talk to You 72

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저자(글) Michael Masterson

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Michael Masterson is not your typical businessman. An ex#150;Peace Corps volunteer, he never took a class in business, doesn#39;t read the business press, and hates to talk business. He spends his spare time writing poetry, collecting fine art, and practicing Brazilian Jiu Jitsu. His neighbors call him a bohemian. But he#39;s also an entrepreneur. He started his first business when he was eleven years old, and in the forty#45;five years that have elapsed since then, he has started or co#45;started dozens of successful businesses. The author of numerous business books, several of them New York Times and Wall Street Journal bestsellers, Masterson consults for private clients and writes the Palm Beach Letter, a newsletter for individual investors.