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Opportunities and Threats Doing a SWOT Analysis Creating a Plan for Change Chapter 6: Creating a Business Plan Getting Started with Your Plan Charting a True Course Assessing the Environment Declaring Your Battle Plan Outlining Your Marketing Plan Describing Your Dream Team Presenting Financials Chapter 7: Getting the Legals Right Picking a Business Structure Matching the Name to the Game Protecting Your Brand Registering with the Powers That Be Working with Contracts Negotiating Lease Contracts

      7  Part 3: Planning for Profit Chapter 8: Figuring Out Prices and Predicting Sales Choosing a Pricing Strategy Building a Hybrid-Pricing Plan Forming Your Final Plan of Attack Monitoring and Changing Your Price Building Your Sales Forecast Creating Your Month-by-Month Forecast Chapter 9: Building Profit Projections Understanding the Cost of Your Sales Forecasting Expenses Building Profit Projections Understanding the Whole Deal Factoring Personal Expenses into the Equation Chapter 10: Calculating Your Break-Even Point Identifying Your Tipping Point Changing Your Break-Even Point Looking at Things from a Cash Perspective Chapter 11: Creating Your Marketing Plan Laying Down the Elements of Your Plan Defining Who Your Customers Are Analysing Your Competitors Setting Sales Targets Building Sales Strategies Expanding Your Reach Offline Keeping Yourself Honest

      8  Part 4: People Power Chapter 12: Making Service Your Business Creating a customer service culture Going the Extra Mile Evaluating Your Performance Showing That You Care Dealing with Complaints Chapter 13: Becoming an Employer Becoming an Employer: The First Steps Meeting Minimum Pay and Conditions Playing Safe and Playing Fair Chapter 14: The Art of Management Drawing Up a Position Description Playing the Recruitment Game Picking the Best Offering Someone a Job Learning to Lead Don’t Worry, Be Happy Managing Difficult Employees

      9  Part 5: High Finance Chapter 15: Financing Your Business Budgeting Enough for Start-Up Separating Start-up Expenses from Operating Expenses Sizing Up Your Finance Options Choosing Your Lender Chapter 16: Cooking the Books Figuring How Often to Do the Deed Choosing Software that Fits Creating Recordkeeping Systems Keeping Track of How Much You’re Owed Meeting Bookkeeping Deadlines Chapter 17: Understanding Financial Statements Discovering What Reports You Need (and

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