Starting and Running a Business All-in-One For Dummies

Starting and Running a Business All-in-One For Dummies

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Written by a team of business and finance experts, Starting & Running a Business All-In-One For Dummies is a complete guide to every aspect of setting up and growing a successful business. Featuring straight-talking advice on everything from business planning and marketing, managing staff and dealing with legal issues, to bookkeeping and taking care of tax obligations, this book is your one-stop guide to turning your business plans into profit. This amazing all-in-one guide brings together specialists in finance, bookkeeping,planning, marketing and sales, staffing, taxation and more, all of them eager to share their hard-won expertise with you. * Discusses ways to identify new business opportunities and how to put together a business plan * Get the scoop on securing the financing you need to get started * Includes tips on finding, managing, and retaining excellent staff * Offers information on marketing and selling your products or services
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Product details

  • Paperback | 694 pages
  • 188 x 235 x 38mm | 1,252g
  • New York, United States
  • English
  • 3rd UK Edition
  • 1119152151
  • 9781119152156
  • 25,076

Back cover copy

Build your business from the ground up

Starting and running a business is a rewarding endeavour - after all, it's the culmination of your blood, sweat and tears. You'll have fun along the way, but you'll also put in a lot of hard work - and this one-stop guide is here to make it easier. Get ready to make better business decisions and turn your simple idea into your very own empire.

9 Books Inside... Understanding Business Accounting For Dummies Starting a Business For Dummies Small Business Marketing For Dummies Social Media Marketing For Dummies Business Plans For Dummies Small Business Employment Law For Dummies Starting and Running an Online Business For Dummies Social Media Engagement For Dummies Business Funding for Dummies
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Table of contents

Introduction 1


About This Book 1


Foolish Assumptions 2


Icons Used in This Book 3


Beyond the Book 3


Where to Go from Here 3


Book 1: Laying the Groundwork 5


Chapter 1: Preparing for Business 7


Getting in Shape to Start Up 8


Confirming Viability 11


Going for Growth 15


Chapter 2: Structuring Your Business 19


Going into Business 20


Safeguarding Your Business Assets 30


Getting Help 35


Chapter 3: Can You Do the Business? 43


Deciding What You Want from a Business 44


Exploring Different Types of Business 46


Assessing Yourself 48


Chapter 4: Preparing the Business Plan 55


Finding a Reason to Write a Business Plan 56


Writing Up Your Business Plan 60


Using Business Planning Software 66


Presenting Your Plan 68


Chapter 5: Establishing Your Starting Position 73


Introducing SWOT Analysis 74


Identifying Strengths and Weaknesses 74


Analysing Your Situation in 3-D 81


Chapter 6: Researching Your Customers and Competitors 85


Anatomy of a Customer 86


Determining Which Customers Buy What 94


Seeing Your Product through Your Customers' Eyes 99


Sizing Up Competitors 104


Calculating Your Market Share 105


Introducing Market Research 108


Book 2: Sorting Out Your Finances 119


Chapter 1: Finding the Money 121


Assessing How Much Money You Need 122


Reviewing Your Financing Options 126


Determining the Best Source of Finance for You 130


Going for Debt 131


Sharing Out the Spoils 138


Chapter 2: Seeking (Nearly!) Free Money 143


Researching and Obtaining Grants 145


Applying for Awards 148


Raising Money from the Crowd 154


Comparing Accelerators and Incubators 157


Chapter 3: Keeping Track of Finances 161


Understanding Your Accounts 162


Balancing the Books 167


Analysing Performance 171


Accounting for Pricing 174


Chapter 4: Budgeting for Beginners 181


Constructing a Budget 182


Exploring Budgeting Alternatives 185


Capital Budgeting 188


Book 3: Finding and Managing Staff 193


Chapter 1: Staying on the Right Side of the Law 195


Cutting Through the Red Tape 196


Working Out What the Law Expects from You 197


Going the Extra Distance 198


Deciding Who Has Rights 199


Deciding What to Put in the Contract 204


Drawing Up Other Employment Policies 204


Managing Without an HR Department 205


Getting Help and Advice 206


Chapter 2: Finding Person Friday - Advertising and Interviewing 207


Filling the Gap 208


Getting It Right from the Start 209


Considering Diversity 215


Sorting the Wheat from the Chaff - CVs and Application Forms 216


Handling the Practicalities of Interviews 218


Planning the Interviews 220


Checking Up on Your Chosen One 222


Offering a Job to Your Dream Candidate 226


Chapter 3: Employing People Successfully 229


Motivating and Rewarding Employees 229


Managing the Admin 237


Chapter 4: Disciplining and Dismissing Staff 245


Resolving Disputes 246


Dismissing Staff - the Right Way 248


Dismissing Staff - the Wrong Way 253


Tying Up the Loose Ends 255


Facing Tribunals - Something to Be Avoided 258


Chapter 5: Inspiring Employees to Better Performance 259


Introducing the Greatest Management Principle in the World 260


Discovering What Employees Want 263


Deciding What to Reward 268


Starting with the Positive 269


Making a Big Deal about the Little Things 271


Considering Money and Motivation 272


Chapter 6: Coaching and Development 277


Playing a Coach's Role 278


Coaching: A Rough Guide 280


Coaching Metaphors for Success in Business 281


Tapping into the Coach's Expertise 282


Developing and Mentoring Employees 284


Explaining How Employee Development Helps 284


Personal Development Plans 286


Helping Employees to Develop 287


Chapter 7: Being an Expert at Performance Appraisal and Management 291


Taking the First Steps 292


Developing a System for Providing Immediate Performance Feedback 294


Reducing Shrinkage 297


Reading the Results 298


Appraising Performance: Why It Matters 299


Spelling Out the Performance Appraisal Process 301


Preparing for the No-Surprises Appraisal 304


Book 4: Keeping On Top of the Books 307


Chapter 1: Recording the Financial Facts 309


Keeping the Books 310


Keeping the Right Paperwork 314


Filing Your Accounts 317


Managing Your Accountant 318


Protecting Your Business Against Internal Fraud 319


Insuring Your Cash through Fidelity Bonds 323


Chapter 2: Managing Your Tax Position 325


Tackling Taxes for Different Types of Businesses 326


Paying Taxes 329


Handling Employment Taxes 334


Surviving a Tax Investigation 335


Chapter 3: How Investors Read a Financial Report 337


Analysing Financial Reports with Ratios 338


Finding Financial Facts 347


Introducing the Audit Report 349


Digging Deeper into the Audit Report 351


Frolicking through the Footnotes 353


Book 5: Marketing and Advertising Your Wares 355


Chapter 1: Taking a Closer Look at Customers 357


Checking Out Who Your Customers Are 358


Discovering Why Your Customers Buy 361


Finding Out How Your Customers Make Choices 364


Remembering the Big Picture 366


Dealing with Business Customers 367


Chapter 2: Considering Your Business Mission, Vision and Objectives 371


Developing Your Concept 372


Composing Your Mission Statement 372


Seeing the Vision Thing 374


Setting Objectives and Goals 374


Chapter 3: Marketing and Selling Your Wares 377


Making Up the Marketing Mix 378


Defining Your Product or Service Parameters 379


Using Advertising to Tell Your Story 379


Getting into the News 388


Using Blogs and Social Networks 390


Selling for Business Success 390


Settling on a Price 394


Pondering Place and Distribution 396


Considering the Newer 3Ps 399


Looking at Legal Issues in Marketing 402


Naming your business 403


Looking at logos 403


Protecting patents 403


Registering a trademark 404


Detailing your design 404


Controlling a copyright 405


Abiding by fair business rules 405


Setting terms of trade 406


Describing your goods 407


Dealing with payment problems 40


Chapter 4: Creating and Placing Ads 409


Deciding on Your Budget 410


Writing and Designing Your Ads 411


Making Sense of Print Media Rates 418


Placing Newspaper and Magazine Ads 420


Considering Yellow Pages, Directories and Their Digital Alternatives 426


Broadcasting Your Message on Radio, TV and Online 428


Snail-Mailing and Emailing Your Customers Directly 431


Using Billboards and Other Out-of-Home Ads 436


Chapter 5: Public Relations and Publicity 439


The Relationship between Public Relations and Publicity 440


Becoming a News Source 442


Spreading Your News 446


Crisis Communications: Dealing with Bad News 454


Chapter 6: Doing Business Online 457


Appreciating the Power of the Internet 458


Reviewing What You Can Do Online 461


Establishing an Internet Presence with a Website 463


Selling Goods and Services 469


Gaining and Monitoring Visibility 472


Practising Safe Online Business 477


Chapter 7: Social Media Engagement 483


Explaining the Why, Who and How of Social Media Engagement 484


Using Words and Pictures 495


Leveraging Audio and Video for Engagement 501


Considering Other Social Media Engagement Tools 506


Book 6: Growing and Improving Your Business 511


Chapter 1: Thinking Strategically 513


Making Strategy Make a Difference 514


Applying Off-the-Shelf Strategies 516


Checking Out Strategic Alternatives 528


Coming Up with Your Own Strategy 532


Chapter 2: Managing More than One Product 533


Facing the Product/Service Life Cycle 534


Finding Ways to Grow 539


Managing Your Product Portfolio 549


Extending Your E-Penetration 555


Buying Out Competitors 556


Chapter 3: Improving Performance 563


Checking Your Internal Systems 563


Retaining Customers 564


Improving Productivity 571


Chapter 4: Franchising for Growth 575


Defining a Franchise 575


Considering Your Franchise Options 577


Weighing the Advantages and Disadvantages 578


Doing the Pilot 579


Finding Franchisees 580


Rolling Out the Franchise 581


Chapter 5: Funding Expansion 583


Dealing with Financiers Post-Investment 584


Investing in Future Rounds 588


Considering a Public Listing 590


Recognising the Rise of Alternative Funding and Online Platform Funders 593


Looking at Differences in Digital Funding 604


Chapter 6: Becoming a Great Manager 607


Building a Team 608


Coaching and Training 610


Appraising Performance 613


Developing a Leadership Style 614


Measuring Morale 621


Index 625
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About Colin Barrow

Colin Barrow is a strategic advisor and the author of more than 30 books. He has held senior staff and line positions in business and was head of the Enterprise Group at Cranfield School of Management for ten years. He was also a non-executive director of a high-tech venture capital fund and has served on government task forces.
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58 ratings
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3 38% (22)
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