Entrepreneurship: Starting and Operating A Small Business, 4th edition

Published by Pearson (September 18, 2020) © 2021

  • Steve Mariotti Network for Teaching Entrepreneurship
  • Caroline Glackin University of North Carolina - Fayetteville State University
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Entrepreneurship: Starting and Operating A Small Business untangles the complex economic, financial and professional considerations surrounding business ownership and operations for fledgling entrepreneurs and business students alike.

In its 4th Edition Entrepreneurship balances real-world case studies with thoughtful instruction, leading you to develop your own business plans at your pace. The authors hope students like you will relish the opportunity to start drawing up a business plan right away, enhancing your 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

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