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.