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| Acknowledgments | |
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| Foreword | |
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| Preface | |
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| The Power Of A Bankable Business Plan | |
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| What A Bankable Business Plan Is And How It Can Help You Start A Successful Enterprise | |
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| Bankable Business Plans Serve A Specific Purpose | |
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| Your Business Plan Is An Extension Of You | |
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| Entrepreneurship Is A Team Sport | |
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| The Ten Essential Action Steps | |
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| Define Your Company: What Will You Accomplish For Others...And Yourself? | |
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| What Will Your Business Accomplish For... | |
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| Your Customers? | |
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| Your Investors? | |
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| Your Lenders? | |
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| Your Suppliers? | |
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| Your Employees? | |
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| You? | |
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| Identify Your Company's Initial Needs: What Will You Require To Get Started? | |
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| The Major Expenses | |
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| Real Estate | |
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| Employees and Employee Benefits | |
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| Startup and Capital Costs | |
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| Advertising and Promotion | |
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| Choose A Winning Strategy: What Will Distinguish Your Product Or Service From Your Competition? | |
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| Create A Powerful Competitive Advantage | |
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| Use a SWOT Analysis To Determine The Competitive Advantage Of An Existing Business | |
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| Plan Ahead: Anticipate An Exit Strategy | |
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| Match Your Strategy To Any Type Of Industry | |
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| Emerging | |
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| Maturing | |
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| Stagnant and Declining | |
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| Fragmented | |
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| Industries with Dominant Leaders | |
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| Analyze Your Market: Who Will Want Your Product Or Service? | |
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| Research Your Potential Market Thoroughly | |
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| Target Your Market Like A Bull's-Eye | |
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| Test Before You Launch | |
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| Develop A Strong Marketing Campaign: How Will You Reach Your Customers And What Will You Say To Them? | |
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| The Four Ps | |
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| Product | |
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| Price | |
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| Place | |
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| Promotion | |
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| Build A Dynamic Sales Effort: How Will You Attract Customers? | |
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| Get An Order Today-Or Yesterday | |
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| Make Sales A Priority For Everyone | |
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| Never Delegate Yourself Completely Out Of Sales | |
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| Create The Right Ethical Environment | |
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| Be Highly Organized | |
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| Compensate Based On Long-Term Performance | |
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| Your Sales Force Can Be Your Competitive Advantage | |
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| Design Your Company: How Will You Hire And Organize Your Workforce? | |
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| Structuring Your Company | |
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| Product Organization | |
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| Geographical Organization | |
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| Functional Organization | |
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| Matrix Organization | |
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| Hybrid Organization | |
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| Means Of Control | |
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| Human Resource Management | |
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| Legal Structures | |
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| Matching The Legal Structure With Your Investors | |
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| Franchises | |
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| Target Your Funding Sources: Where Will You Find Your Financing? | |
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| Potential Sources Of Financing | |
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| How Banks Decide On Loans | |
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| Explain Your Financial Data: How Will You Convince Others To Invest In Your Endeavor? | |
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| The Essential Financial Statements | |
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| The Six Key Financial Assumptions | |
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| How To Create Statements | |
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| Financial Statements For Lightning Larry's, Inc. | |
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| Use The RMA Data: Check Your Answers Against The Answer Key | |
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| Working With The RMA Data | |
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| The Answer Key Revealed | |
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| It Really Is That Simple | |
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| RMA Data Pages-Retail Florists | |
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| Putting It Into Action | |
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| What A Business Plan Should look Like | |
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| The Physical Qualities | |
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| The Actual Layout | |
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| Have Outsiders Read It | |
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| How Long Should It Take Me? | |
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| How To Create A Time Line | |
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| The Primary Components | |
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| Examples Of Time Lines | |
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| Demonstrate That You Can Manage Contradictions | |
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| Keep It Simple...Yet Detailed | |
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| Focus On Growth...Even In Mature Industries | |
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| Reassure Investors...Even With Competition All Around | |
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| Commit To Your Plan...But Be Willing To Pursue Other Good Opportunities | |
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| Present Yourself In The Best Light | |
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| The Text Of Your Business Plan | |
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| Your Resume | |
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| Make A Great In-Person Presentation | |
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| Context | |
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| Content | |
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| Code | |
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| Outlines And A Sample Business Plan | |
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| Outline For A Simple Business Plan | |
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| Outline For A Complex Business Plan | |
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| S & J Advertising Business Plan | |
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| RMA Data - Advertising Agencies | |
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| Resources | |
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| Index | |