This engaging, if optimistic, primer insists that you don’t need much capital, or much risk-taking, to start a business. Indeed, according to Yale School of Management professor Judson, author of Netmarketing and himself the founder of several allegedly successful small firms, the time has never been better for startups. With the Internet now offering every business service under the sun through online companies, solo entrepreneurs can—and must—outsource almost every aspect of their business and concentrate on leveraging their "unique skills." Judson lays out a number of useful rules of thumb (chief among them: don’t give up your day job until your business is profitable) illustrated by case studies of successful businesses, from which readers can glean enlightening tips on marketing, fee structures and customer management. Less helpful are his recommendations for figuring out what an entrepreneur’s unique skills actually are, as he relies on fuzzy introspective koans like "Find Your Source of Personal Energy." Interspersed is much motivational material on taking the first step, finding a way around obstacles, following your passion and facing down your fear. The book is not a step-by-step how-to, and its assurance that readers can beat the daunting odds against small business start-up success by avoiding typical mistakes is rather rose-colored, but those determined to take the plunge will find a good deal of easily digestible food for thought.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Hardcover edition.
From Booklist
Using the success of his own two start-up companies as formulas for success, Judson offers sound, cogent advice for budding entrepreneurs. A well-known marketer himself, Judson explains how "going it alone" is different from being a typical small-business owner, the key being that the former is able to garner bigger profits despite a lack of resources, whereas the latter's revenue is tied to her own billed hours. So much potential exists, Judson argues, because in today's economy so many aspects of running a business can be outsourced, leaving the business owner to concentrate exclusively on what she does best. No great idea at the ready? Not to worry, Judson says, as he offers tips for finding a niche in an area where a person might prosper. Rounding out this handy, readable how-to are case studies that examine both successes and failures of go-it-aloners nationwide. An added bonus is a Web site that will feature discussions with the author, other resources, and updated case studies. Highly recommended for general business collections. Mary Frances Wilkens
Copyright © American Library Association. All rights reserved --This text refers to the Hardcover edition.
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