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- Full title: Launching New Ventures: An Entrepreneurial Approach, 8th Edition
- Edition: 8th
- Copyright year: 2020
- Publisher: Cengage Learning
- Author: Kathleen R. Allen
- ISBN: 9781337919715, 9781337919715
- Format: PDF
Description of Launching New Ventures: An Entrepreneurial Approach, 8th Edition:
LAUNCHING NEW VENTURES, 8e provides tomorrow’s entrepreneurs with the tools to launch a successful new business in a global marketplace today. When you have completed this book and its activities, you will not be able to make a wise decision about whether entrepreneurship is for you, you will have learned and practiced the skills and tools needed for success. Even if you decide that entrepreneurship is not for you, the skills and tools you will have acquired will be valuable in any career you choose because every career is associated with business. You will find that the book has a journalistic style, so it’s very readable. And with the new inline digital activities, you’ll be able to break up your reading with a learning activity to reinforce what you’ve read. Part One introduces the foundations of entrepreneurship and helps you understand the entrepreneur’s journey including the kinds of decisions that entrepreneurs make. It also explains the opportunity creation process and the tasks that you must undertake before starting a business. Part Two addresses the heart of entrepreneurial activity — the development and testing of a new business model through feasibility analysis. Here you will learn the tools and skills needed to validate an opportunity, build a founding team, and estimate startup requirements. Part Three focuses on the planning that goes into designing an effective, scalable startup organization including a marketing plan. It also addresses the key topics of ethics, social responsibility, and the legal form of organization. Part Four looks at planning for growth and change in your new organization and includes growth funding, growth strategies, accessing the public markets, and planning for harvest and exit.Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Table of Contents of Launching New Ventures: An Entrepreneurial Approach, 8th Edition PDF ebook:
ContentsPrefaceAbout the AuthorPart I Entrepreneurship and OpportunityChapter 1 Understanding EntrepreneurshipChapter Objectives1.1 The Role of Entrepreneurship in the Economy1.1a Entrepreneurs Spur Economic Growth1.1b Entrepreneurs Create New Industries1.1c Entrepreneurs Create Jobs1.2 The Nature of Entrepreneurial Startups1.2a Risk and the Entrepreneurial Venture1.2b New Business Failure1.3 Why Entrepreneurship Is What It Is: A Brief History That You Need to Understand1.3a The Decades of Entrepreneurship1.4 Current Entrepreneurial Trends1.4a Intelligent Technology1.4b Digital1.4c Disruption1.5 Looking Ahead: The Organization of the Book1.5a Part One1.5b Part Two1.5c Part Three1.5d Part FourChapter 2 Preparing for the Entrepreneurial JourneyChapter Objectives2.1 Saying Goodbye to Stereotypes2.1a Myth 1: It Takes a Lot of Money to Start a Business2.1b Myth 2: It Takes a Great Idea2.1c Myth 3: The Bigger the Risk, the Bigger the Reward2.1d Myth 4: A Business Plan Is Required for Success2.1e Myth 5: Entrepreneurship Is for the Young and Reckless2.1f Myth 6: Entrepreneurship Cannot Be Taught2.2 Paths to Entrepreneurship2.2a The Home-Based Entrepreneur2.2b The Serial or Portfolio Entrepreneur2.2c The Nonprofit Entrepreneur2.2d The Corporate Entrepreneur2.3 The Challenges and Opportunities of Entrepreneurship2.4 Preparing to Become an Entrepreneur2.4a Find a Mentor2.4b Build a Professional Network2.4c Learn About Entrepreneurs2.4d Understand Personality and Business Preferences2.4e Improve or Acquire Critical Skills2.4f Study an IndustryChapter 3 Creating OpportunityChapter Objectives3.1 Creativity and Inspiration3.1a Challenges to Creativity3.1b Tools for Creativity and Inspiration3.2 Opportunity/Ideation3.3 Find and Frame the Problem3.3a Restate the Problem3.3b Identify Attributes3.3c Force Fitting3.4 Develop Solutions3.5 Innovation and Commercialization3.5a Commercialization3.5b Incremental versus Disruptive InnovationPart II FEASIBILITY ANALYSISChapter 4 Analyzing the Industry and MarketChapter Objectives4.1 An Overview of Industry Analysis4.1a Gathering Secondary Sources of Industry Information4.1b The Importance of Primary Industry Data4.1c Understanding Industry Life Cycles4.2 Analyzing an Industry4.2a Porter’s Five Forces4.3 Market Research for Customer Discovery4.3a Gathering Secondary Customer Data4.3b Customer Discovery Up Close4.3c Segmenting the Market with a Customer Matrix4.3d Drawing Conclusions from Market Research4.4 Gathering Competitive Intelligence4.4a Identifying the Competition4.4b Finding Information about CompetitorsChapter 5 Developing and Testing a Business ModelChapter Objectives5.1 Understanding the Business Model5.1a Value Proposition5.1b Customer Segments5.1c Distribution Channels5.1d Strategic Partners5.1e Business Activities and Resource Requirements5.1f Revenue Sources5.1g Cost Drivers5.1h Business Models Change5.2 Testing and Validating Business Model Feasibility5.2a Developing and Testing Hypotheses5.2b Considering the Impact of the Macro Environment5.3 Innovating with Business Models5.3a When the Customer Doesn’t Want to Pay5.3b Facing Dominant Players5.4 Drawing Conclusions from Feasibility AnalysisChapter 6 Prototyping and Validating a SolutionChapter Objectives6.1 Entrepreneurs and New Product Design and Development6.1a New Product Failure6.2 Overview of the Product Development Cycle6.2a Customer Identification or Discovery6.2b Customer Validation and Design6.2c Business Creation and Launch6.2d Product Development Trade-offs6.3 Building a Minimum Viable Product6.3a Outsourcing Product DevelopmentChapter 7 Protecting Startup AssetsChapter Objectives7.1 The Nature of Intellectual Property Rights7.2 Trade Secrets7.3 Trademarks7.4 Copyrights7.4a The Digital Millennium Copyright Act7.4b Obtaining Copyright Protection7.5 Patents7.5a Is the Invention Patentable?7.5b Patent Types7.5c The Patent Process7.5d Patent Infringement7.5e Intellectual Property StrategyChapter 8 Building the Founding TeamChapter Objectives8.1 The Science of Founding Teams8.1a Why Startup Teams Fail8.2 Building the Founding Team8.2a Who Should Be on the Team?8.2b Who Does What: Deciding on Roles and Responsibilities8.2c What’s in It for Me: Rewarding Co-Founders8.3 When Entrepreneurs Don’t Scale8.4 Expanding the Team8.4a Seeking Professional Advisors8.5 Seeking Personal Advisors8.5a Building a Board of Directors8.5b Advisory Board8.5c The Mentor Board8.5d Outsourcing with Independent ContractorsChapter 9 Calculating Startup Capital RequirementsChapter Objectives9.1 Identifying Startup Resource Requirements9.1a Construct a Business Process Map9.1b Position the Venture in the Value Chain9.1c Create a Timeline and Milestones for Resource Requirements9.1d Define Your Launch Strategy to Reduce Risk9.2 Startup Financial Metrics9.3 Develop Financial Assumptions9.3a Estimate New Product/Service Demand9.3b Pricing Assumptions9.3c Estimate Revenues, Expenses, and Startup Costs9.4 Calculating a Startup’s Cash Requirements9.4a Assessing RiskPart III Business DesignChapter 10 Preparing a Business PlanChapter Objectives10.1 Preparing to Write the Business Plan10.1a Identify Stakeholder Interests10.1b Proof of Concept Demonstration10.2 Starting with a Compelling Story10.2a How Will You Grab My Attention?10.2b What Pain Is Being Addressed and Who Has It?10.2c How Is Your Venture Solving the Problem?10.2d What Is Your Venture’s Competitive Advantage?10.2e Can Your Venture Make Money?10.2f Can the Founding Team Execute the Plan?10.2g Why Is Now the Right Time to Launch This Venture?10.2h What Is the Team Seeking from Investors?10.2i Guidelines for Executive Summaries10.3 Preparing the Full Business Plan: Strategy and Structure10.3a Components of the Business Plan10.4 Successfully Pitching the Business10.4a Answering Questions10.5 Final Thoughts on Business PlansChapter 11 Designing an Entrepreneurial CompanyChapter Objectives11.1 Design: Understanding the Way the Business Works11.1a Identifying Business Processes11.1b Making Decisions: Doing It All or Outsourcing11.2 Location Strategy: Finding the Appropriate Business Site11.2a Choosing the Region, State, and Community11.2b Economic Base and Population Demographics11.2c Choosing an Offline Retail Site11.2d Choosing a Service/Wholesale Site11.2e Choosing the Manufacturing Site11.2f Alternatives to Conventional Facilities11.3 People Strategy: Organizing Human Resources11.3a Creating the Company Culture11.3b Hiring the Right People11.3c Planning for Ownership and Compensation11.3d Stock and Dilution11.3e Alternatives to Equity IncentivesChapter 12 Planning Startup OperationsChapter Objectives12.1 Producing Products and Services12.2 Supply Chain Management12.2a Purchasing12.2b Inventory Management12.3 Production and Manufacturing12.3a Quality12.3b Logistics12.3c Warranting the Product12.4 Outsourcing to Reduce Costs12.4a Manufacturing Overseas12.4b Lessons from Outsourcing OverseasChapter 13 Choosing the Legal Form of OrganizationChapter Objectives13.1 Making the Decision About Legal Form13.2 Simple Forms: Sole Proprietorships and Partnerships13.2a Sole Proprietorship13.2b Partnership13.3 Corporate Forms13.3a C-corporation13.3b S-Corporation13.3c The B-Corporation13.3d The Nonprofit Corporation13.4 Limited Liability Company13.4a Advantages of an LLC13.4b Disadvantages of the LLC13.5 Choosing the Right Legal Form at Each MilestoneChapter 14 Developing a Startup Marketing PlanChapter Objectives14.1 Product Adoption and the Customer Journey14.2 The Marketing Plan14.2a Creating Customer Value14.2b Setting Marketing Goals14.2c Brand Strategy14.2d Assessing Effectiveness14.2e Advertising and Promotion14.3 Entrepreneurial Marketing Tactics14.3a Traditional Advertising14.3b Publicity and Referrals14.3c When It Makes Sense to Give It Away14.3d Internet Marketing and Social Media14.4 Personal Selling14.4a Selling at Trade Shows and Exhibits14.5 Managing Customer Relationships14.5a Identifying and Rewarding Lifetime Customer Value14.5b Complaint MarketingChapter 15 Incorporating Ethics and Social Responsibility into the BusinessChapter Objectives15.1 Ethics15.1a Conflicts of Interest15.1b Survival Tactics15.1c Responding to Incentives15.1d Stakeholder Pressure15.1e Pushing the Legal Limit15.1f Learning from Real-Life Dilemmas15.1g The Importance of Developing a Code of Ethics15.2 Social Responsibility15.2a Effective Ways to Become Socially Responsible15.3 Vision and Values15.3a Core Values15.3b Purpose15.3c Mission15.3d Strategies and Tactics15.4 Core Values and Success15.4a Constants of SuccessPart IV Planning for Growth and ChangeChapter 16 Funding Startup and GrowthChapter Objectives16.1 The Financial Plan16.1a The Cost and Process of Raising Capital16.1b It Takes Money to Make Money16.1c Growth Stage Identification16.1d The Unique Funding Issues of High-Tech Ventures16.2 Funding Startups Through Bootstrapping16.3 Funding with Equity16.3a Friends and Family16.3b Private InvestorsAngels16.3c Venture Capital16.4 Financing with Debt16.4a Commercial Banks16.4b Commercial Finance Companies16.4c Small Business Administration Loan16.5 Other Non-Dilutive Funding Sources16.5a Crowdfunding16.5b Strategic Alliances16.5c Grants16.6 Valuing a Pre-Revenue or Very Early-Stage Company16.6a Two Venture Capital Models16.6b Divergence and Dilution16.7 Accessing the Public Markets16.7a Advantages and Disadvantages of Going Public16.7b The Public Offering ProcessChapter 17 Planning for Growth and ChangeChapter Objectives17.1 Stages of Growth in a New Venture17.1a Startup Success17.1b Initial Growth17.1c Rapid Growth17.1d Stable Growth and Maintenance17.1e Factors That Affect Growth17.2 Growing the Market17.2a Market Exploitation17.2b Market Exploration17.3 Growing within the Industry17.3a Vertical Integration Strategies17.3b Horizontal Integration Strategies17.3c Alliance Strategies17.4 Growing by Going Global17.4a Finding the Best Global Market17.4b Export Financing17.4c Foreign Agents, Distributors, and Trading Companies17.4d Choosing an Intermediary17.5 Preparing for Change17.5a Identifying Potential Risks17.5b Calculating Risk Probability and the Cost to the Business17.6 Leadership Succession17.6a Change of Ownership in Small Enterprises17.6b Succession Planning in Family-Owned Businesses17.7 Planning for Harvest and Exit17.7a Selling the Business17.7b Cashing Out but Staying In17.7c Being Acquired17.7d Dealing with Failure: Bankruptcy17.8 Some Final ThoughtsCase StudiesCase 1 AdRoll: A Case Study of Entrepreneurial GrowthCase 2 Raising a CleanBeeBabyCase 3 Andrew Mason & Groupon, Inc.Case 4 Realizing the Vision of Vision to LearnAppendixAppendix: ¢urrency13: Enabling Bank Trusted Peer-to-Peer PaymentsNotesIndex