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In this practical and comprehensive workbook Cheryl Rickman offers a modern approach to self-employment and business start-up. Packed with real-life case studies and practical exercises, checklists and worksheets, it provides a step-by-step guide to researching and formulating your business idea, planning the right marketing strategies, and managing a team that will drive your vision forward.

You’ll discover what, with hindsight, well-known entreprenuers would have done differently, what their biggest mistakes have been and what they’ve learnt. You’ll also learn how to develop, research and plan your ‘idea’; design and create the right products and services; define and understand your customers and target audience; secure finance and manage cash flow and accounts; create a winning brand and marketing message; gain and retain customers; achieve competitive advantage; plan, create and launch your website; and manage your business and time.

This fresh approach to small business start-up also includes information and recommendations on making your business ethical and socially responsible, along wth exercises to help build self-confidence and visualise success.

‘I would urge every business adviser in the land to read this incredibly useful, well written and informative book ... Full of invaluable advice.’ The Daily Telegraph