Product Overview
FromPublisher's Weekly:
Writing with business journalist Murphy, entrepreneurship expert andUC-Berkeley professor Burgstone offers a strong, comprehensivehandbook for aspiring entrepreneurs who are seized with the fire ofambition but unsure where to begin. The authors detail a step-by stepframework for readers to brainstorm a winning business idea, test itbefore they've committed too much time and money, and develop it intosomething great. Using examples of companies large and small (Zipcar,Parenting, Wal-Mart, Google), Burgstone and Murphy teachreaders to find and fill an unmet customer need, plan forprofitability, strive for sustainability, establish credibility,gather necessary resources, lead and manage effectively, and maintainbalance. Their enthusiasm and energy make even complex questions aboutidea generation, customer acquisition, and leadership accessible; andthe practical, easy to understand instruction will be invaluable tothe budding entrepreneur.
