Instant entrepreneur : the faster way to start-up success

215 Pages·2009·15.958 MB·English

by  Robert Ashton

Robert Ashton has started shoRtcut the leARnIng Instant Entrepreneur provides
three small businesses and sold shortcuts for every possible
two. He works with all kinds of cuRve And speed youR challenge you need to overcome to
entrepreneurs, advising growing run a first rate business. Inside find
wAy to success!
businesses and evolving charities shortcuts to:
I
and social enterprises. n
s
• generating ideas and raising cash
t
He is a popular business speaker, is A
Thousands of businesses start and fail each year. Gone are InstAnt
the author of The Entrepreneur’s Book n • making the most of marketing,
the days of learning from mistakes – to win, you need to learn
t
of Checklists (Prentice Hall Business) sales channels and the Internet
fast. Instant Entrepreneur shows you how.
e
and writes regularly for a number of
n
business and consumer magazines. • managing your money, your staff
Robert Ashton shares his and other entrepreneurs’ experiences t
R and your suppliers
to ensure you hit the ground running. From hatching your
e
Robert would love to hear from you
business idea right through to moving on to your next venture, p
entRepReneuR
if you think he can help you become R • surviving recession and still
you’ll discover proven shortcuts refined over the years by
more successful. You can contact him e coming out on top.
successful entrepreneurs. n
at [email protected]
e
u Get ready to speed your way
There’s no substitute for experience, but who said it had to be
the FAsteR wAy to stARt-up success
R to success!
yours! Instant Entrepreneur really is your shortcut to success.
‘Robert Ashton has the experience of being a successful entrepreneur,
‘Do you have a dream of starting a
and the great gift of being able to explain complex concepts in
world-class enterprise, but feel
simple terms. Highly recommended.’
unqualified? This book shows you the
George Derbyshire, Chief Executive,
easiest way to make it happen.’
National Federation of Enterprise Agencies
Gbenga Uriel Ogunjimi, Founder/
CEO Landmark Internship
‘This easy-to-read book will help you get it right first time,
International, Nigeria
every time. Succeed sooner with Instant Entrepreneur.’
Thomas Power, Chairman, Ecademy ‘Instant Entrepreneur is easy to digest ...
use it as your recipe for success.’
Alan Ritson, Proprietor,
The Old Bakery Restaurant With Rooms
DESIGNED BY
£12.99
BUSINESS
RobeRt Ashton
Visit us on the web
www.robertashton.co.uk www.pearson-books.com
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Booksthatmakeyoubetter
Booksthatmakeyoubetter.Thatmakeyoubebetter,
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PrenticeHallBusinessisleadingthefieldwithanewbreedof
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the faster way
to start-up success
Robert Ashton
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PEARSONEDUCATIONLIMITED
EdinburghGate
HarlowCM202JE
Tel:[phone]
Fax:[phone]
Website:www.pearsoned.co.uk
FirstpublishedinGreatBritainin2009
©PearsonEducation2009
TherightofRobertAshtontobeidentifiedasauthorofthisworkhasbeenasserted
byhiminaccordancewiththeCopyright,DesignsandPatents Act1988.
ISBN:978-0-273-72061-4
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AcataloguerecordforthisbookisavailablefromtheBritishLibrary
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EC1N8TS.Thisbookmaynotbelent,resold,hiredoutorotherwisedisposedofby
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contents
Introduction vii
Preparation 1
1 Getting ready
Shortcutstopreparingyourself 3
2 Getting started
Shortcutstosuccessfulbusinessideas 15
3 Getting funded
Shortcutstoraisingcashforyourbusiness 29
Building the business 41
4 Being different
Shortcutstobrandandimage 43
5 Getting customers
Shortcutstomarketingsuccess 53
6 Getting sales
Shortcutstoclosingdeals 67
7 Getting online
Bypassthehypeandprofitfromtheinternet 79
8 Get networking
Shortcutstospendingmoretimewiththerightpeople 89
9 Get profitable
Shortcutstomakingmorefromeachsale 101
10 Being popular
Shortcutstosocialresponsibility 113
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vi
Managing the business 123
11 Managing money
Shortcutstoahealthycashflow 125
12 Get legal
Protectyourselffromrisk 135
13 Get a team
Shortcutstorecruitmentandstaffmanagement 147
14 Get a life
Shortcutstowork/lifebalance 157
15 Buying better
Shortcutstogettingthebestdealsfromsuppliers 167
16 Surviving a downturn
Shortcutstocopingwithrecession 177
17 Selling your business
Shortcutstomakingitworthlots 187
Index 197
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introduction
Since I first started my own business in 1990 I’ve
made countless mistakes. It was how I learned to be an entrepre-
neur. Many of those lessons were tough, some were costly and
there were plenty of sleepless nights. Of course there were plenty
of successes too. But not all were recognised at the time. With
hindsight, I’d have spotted and exploited some of those opportu-
nitiessooner.ButthenIdidn’thaveabooklikethistohelpme.
I’venotbuiltamulti-millionpoundempire,norhaveIlostmoney.
I’vemadeaverygoodlivingandsetmyselfupforacomfortableold
age. I’ve put two children through private education and univer-
sity.I’vealwayshadanicecar,goodholidaysandnobosstotellme
what to do. I am totally debt free and live in a delightful barn
conversionsurroundedbyopenfields.
Looking back there are countless decisions I would have made
differently.TherearethingsI’dnothavedone,peopleI’dnothave
hired and work I’d have turned away. There were times when I
made stupid investment decisions without a proper plan. There
were also times when I got it wonderfully right; often by chance!
Thisbookwillhelpyousucceedfaster.
Formostofthepast15yearsIhaveworkedwithbusinesssupport
agencies. I’ve also owned and run marketing companies, helping
other entrepreneurs build their businesses.
This book is based as much on what I have thisbookwillhelp
observed as on what I have done myself. yousucceedfaster
Everyone makes mistakes in business but I
wantyoutoavoidasmanyasyoupossiblycan.Thisbookwillhelp
youtodojustthat.Itcan’tmakeyouaninstantsuccessbutitcan
stopyoubeinganinstantfailure!
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viii
Inmyview,plagiarismisavastlyunderratedbusinessprocess.You
simply don’t have to re-invent the wheel every time. It’s far
simplertolearnfromdecisionsothershavemadeandthenintime
come either to applaud or to regret. Clearly you mustn’t rip off
intellectual property, patents and the like; that can land you in
veryhotwater.Butthere’salotyoucanlearnfromothers.Ihope
you find ideas in this book that help you get where you’re going
quicker,withmuchlesspainandrapidgain.
ThereisonefinalpointI’dliketomakebeforelettingyouexplore
this book further. It’s a phenomenon that has puzzled me for
years, and only recently have I been
peopleoftentalkbefore able to find proof to support it. That is
theycanwalk the fact that people often talk before
they can walk. In other words, they
make bold claims, promises and offers, long before they have the
capacity or experience to deliver. It was one of those online
businessnetworkingwebsitesthatfinallybroughtthetruthhome
tome.Peopledescribedtheirbusinessastheywantedittobe,not
asitactuallyisrightnow.
It’s important to realise that the people who seem to be doing
better than you in reality are often doing far worse. Together we
will have your business growing quickly, safely and profitably.
Yoursuccesswillbearealityandnotanillusion.
Goodluck.
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preparation