Acknowledgments and Dedication | p. ix |
The Plan | |
Introduction | p. 3 |
What Can This Book Do for You? | p. 4 |
Why You Need a Business Plan | p. 5 |
What's in This Book | p. 6 |
Speaking of a Dot-Com Directory... | p. 7 |
A Picture's Worth 1000 Words | p. 8 |
Now, a Word (or Two, or Three ...) About Venture Capital Firms | p. 8 |
Why CW Is Now WC--And How I Know | p. 9 |
Executive Summary | p. 13 |
Two Common Approaches--Plus Here's My Version | p. 14 |
I Cannot Tell a Lie | p. 15 |
Guidelines | p. 16 |
Your Mission, Should You Choose to Accept It, and Company Description | p. 17 |
The Management | p. 18 |
The Competition | p. 19 |
The Market and Your Customer | p. 19 |
Products and Services | p. 20 |
Marketing and Sales | p. 21 |
Operations | p. 22 |
Financial Projections and Plans | p. 22 |
Checklist | p. 23 |
Mission Statement and Company Description | p. 25 |
Crafting Your Mission Statement | p. 25 |
Try a Brainstorm Break | p. 26 |
Company Description | p. 27 |
Using Statistics in the Right Way | p. 30 |
Checklist | p. 31 |
The Management | p. 33 |
Name That Manager | p. 34 |
Do You Suffer from Organization Anxiety? | p. 36 |
Your Mileage May Vary, But... | p. 37 |
Recruiting | p. 38 |
Uncle Sam Has Advice, Too... | p. 40 |
Checklist | p. 41 |
The Competition | p. 43 |
Spell It Out--And Search It Out | p. 44 |
Adding Depth to Your Competitive Analysis | p. 45 |
Recognize the New Challenges in the Internet Era | p. 46 |
Sit in Your Potential Customer's Chair | p. 48 |
Achieving "Customer-Minded" Attitudes | p. 49 |
Visit the Enemy | p. 50 |
What's Up Ahead? | p. 52 |
Checklist | p. 53 |
Your Market and Customer | p. 55 |
Who Is Your Customer? | p. 55 |
Playing the Numbers | p. 57 |
A Meditative Moment, Please | p. 59 |
Customer Care | p. 61 |
Checklist | p. 62 |
Products and Services | p. 63 |
Have a Seat | p. 63 |
Developing the Product | p. 66 |
In Vendors We Trust? | p. 66 |
Standing Out in the Crowd--A.K.A. Outstanding | p. 66 |
Money, Money Everywhere | p. 68 |
Checklist | p. 68 |
Marketing and Sales | p. 71 |
Attraction Equals Promotion | p. 71 |
How Much Is That Doggie in the Window, and How Can I Buy It? | p. 73 |
Rites of Research | p. 74 |
Sales and Service | p. 75 |
Strategic Thinking for Those Baby Boomer Boxer Shorts | p. 76 |
Spec Out Those Specifics | p. 77 |
There's a Method to the Madness | p. 77 |
Checklist | p. 78 |
Operations | p. 85 |
Let's Begin the Operation | p. 88 |
Uncle Sam Has Some Suggestions | p. 88 |
Go with the Flow | p. 89 |
Day by Day | p. 90 |
Policies and Procedures (Yawn) | p. 91 |
Dotting the Dot-Com: Detailed Data | p. 93 |
Checklist | p. 93 |
Financial Projections and Financial Management Plan: Going for the Gold (and Green) | p. 97 |
Know Thy Numbers Tolerance | p. 98 |
Elementary, My Dear Watson | p. 99 |
The World Is My Village | p. 100 |
Consult the Internet Gurus | p. 101 |
What Really Counts for Financial Figures | p. 103 |
Checklist | p. 106 |
Final Flourishes | p. 109 |
Append That Appendix | p. 110 |
Give Yourself a Title | p. 111 |
Table Time | p. 111 |
Don't Judge a Book By Its Cover...and Other Final Notes and Nits | p. 112 |
Want More Tips, Including Tiptoeing Around Traps? | p. 114 |
Last, But Not Least... | p. 115 |
Checklist | p. 116 |
Sample Business Plans | p. 117 |
Introduction | p. 117 |
Turnip-Chips.com Business Plan | p. 118 |
The Directory | |
The Overview | p. 135 |
Best-Bet Web Sites | p. 135 |
Uncle Sam Can Solve Your Problems--Well, Some of Them... | p. 138 |
A Little Light Reading: Online and Print Publications | p. 142 |
And the Search Is On | p. 144 |
Does the "E" in E-Commerce Stand for Easy? | p. 146 |
Dancing the Management Minuet | p. 149 |
Naming, Registering, and Designing Do's and Don't's for Your Site | p. 152 |
Of Dollars, Incubators, and Garages | p. 156 |
Lexicon/Vocabulary/Argot/E-Biz Slang/A-Virtual-Rose-by-Any-Other-Name Glossary | p. 162 |
Marketing and Advertising: Show Me the Customers! | p. 166 |
Customer Service... Do It with a Smile | p. 169 |
No Lawyer Jokes, Please: You Never Know When You'll Need One | p. 171 |
Breaking Through the (Virtual) Glass Ceiling: Sites for Female Entrepreneurs | p. 174 |
Young at Heart--and Age: Web Sites for Young Entrepreneurs | p. 177 |
It's Back to School Time: Colleges and Universities with E-Biz Aids | p. 179 |
Bits and Bytes | p. 181 |
Index | p. 185 |
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