Entrepreneurship and Small Business Management, 2nd edition

UNIT 1 Entrepreneurial Pathways

• Chapter 1 Entrepreneurs Recognize Opportunities
• Chapter 2 Franchising
• Chapter 3 Finding Opportunity in an Existing Business
• Chapter 4 The Business Plan: Road Map to Success
• Honest Tea Business Plan

• Unit 1 Case Study: Spanx

UNIT 2 Who Are Your Customers?

• Chapter 5 Creating Business from Opportunity
• Chapter 6 Exploring Your Market

• Unit 2 Case Study: Kitchen Arts & Letters, Inc.

UNIT 3 Integrated Marketing

• Chapter 7 Developing the Right Marketing Mix and Plan
• Chapter 8 Pricing and Credit Strategies
• Chapter 9 Integrated Marketing Communications
• Chapter 10 Marketing Globally
• Chapter 11 Smart Selling and Effective Customer Service

• Unit 3 Case Study: Empact

UNIT 4 Show Me the Money: Finding, Securing, and Managing It

• Chapter 12 Understanding and Managing Start-Up, Fixed, and Variable Costs
• Chapter 13 Using Financial Statements to Guide a Business
• Chapter 14 Cash Flow and Taxes
• Chapter 15 Financing Strategy: Debt, Equity, or Both?

• Unit 4 Case Study: Lee’s Ice Cream

UNIT 5 Operating a Small Business Effectively

• Chapter 16 Addressing Legal Issues and Managing Risk
• Chapter 17 Operating for Success
• Chapter 18 Location, Facilities, and Layout
• Chapter 19 Human Resources and Management

• Unit 5 Case Study: ONLC

UNIT 6 Leadership, Ethics, and Exits

• Chapter 20 Leadership and Ethical Practices
• Chapter 21 Franchising, Licensing, and Harvesting: Cashing in Your Brand

• Unit 6 Case Study: Honest Tea

Appendix 1 Sample Student Business Plan: University Parent, Inc.

Appendix 2 BizBuilder Business Plan

Appendix 3 Resources for Entrepreneurs

Appendix 4 Useful Formulas and Equations

Glossary

Index