创业成功：从创意到新企业的诞生与成长

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"《成功创业：新业务启动指南》是一本深度探讨创业全过程的实用手册，涵盖了从产生商业理念到建立并发展企业的关键步骤。该书首先强调了发展成功的商业想法的重要性，这包括识别市场机会、激发创新思维，并通过评估新创企业的财务稳定性和可行性来确保其潜在的成功。在第二章中，作者深入介绍了创业过程，阐述了创业者的激情和如何将其转化为实际行动。这一阶段涉及对个人兴趣与市场需求的结合，以及对新项目是否具备实现盈利潜力的初步评估。同时，寻找融资或资金支持也是创业者必经之路，书中会指导读者如何有效地进行资金管理。第三章至第五章进一步聚焦于商业模型构建，包括行业和竞争对手分析，这是制定战略决策的基础。撰写一份详尽的商业计划是接下来的挑战，它为创业项目的实施提供了蓝图，包括目标市场、产品或服务定位、营销策略等。第六章至第十章着重讲述如何管理和发展初创企业，包括应对独特营销问题、保护知识产权以及为成长阶段做好准备，包括评估可能遇到的挑战并制定相应策略。书中还讨论了通过特许经营的方式拓展业务的可能性。第十一章至第十四章关注团队建设，强调构建一个高效且互补的创业团队的重要性，以及确保企业在法律和伦理框架内的合规运营。而从创意到实际企业的转化，则是第十五章的主题，探讨如何将想法转化为具有生命力的企业实体。《成功创业：新业务启动指南》为有志于创业的人提供了一个全面的框架，涵盖了创业初期至关重要的各个方面，旨在帮助读者顺利启动并推动新业务的健康发展。无论是初次创业者还是寻求转型的企业家，这本书都能为其提供宝贵的知识和实践经验。"

Other Grant Programs 341
Strategic Partners 342
Chapter Summary 342 | Key Terms 343 | Review Questions 343
Application Questions 344 | You Be the VC 10.1 345 | You Be 
the VC 10.2 346 | CASE 10.1 347 | CASE 10.2 349
ENDNOTES 352
PART 4 Managing and Growing an 
Entrepreneurial Firm 355
CHAPTER 11 Unique Marketing Issues 357
Opening Profile—TRUE YOU COSMETICS: Creating a New Brand 
in the Cosmetics Industry 357
SELECTING A MARKET AND ESTABLISHING A POSITION 359
Segmenting the Market 359
Selecting a Target Market 360
Establishing a Unique Position 361
BRANDING 362
WHAT WENT WRONG? How Failing to Establish a Clear Position in the
Marketplace Forced an Adorable Robotic Dinosaur to Fall Silent 363
SAVVY ENTREPRENEURIAL FIRM: How Airbnb Used Blogs as a
Stepping-Stone to Generate Substantial Buzz About Its Service 366
THE 4PS OF MARKETING FOR NEW VENTURES 367
Product 367
Price 368
Promotion 370
PARTNERING FOR SUCCESS: How Landing a Partnership with an
Influential Web Site and Soliciting Feedback from Customers Can
Accelerate a Start-Up’s Visibility and Growth 376
Place (or Distribution) 377
SALES PROCESS AND RELATED ISSUES 378
Chapter Summary 381 | Key Terms 382 | Review Questions 382
Application Questions 382 | You Be the VC 11.1 384 | You Be 
the VC 11.2 384 | CASE 11.1 385 | CASE 11.2 388
ENDNOTES 390
CHAPTER 12
The Importance of Intellectual Property 393
Opening Profile—METROLEAP MEDIA, INC.: The Key Role of Intellectual
Property in Its Early and Ongoing Success 393
THE IMPORTANCE OF INTELLECTUAL PROPERTY 395
Determining What Intellectual Property to Legally Protect 396
WHAT WENT WRONG? Dippin’ Dots: Why the USPTO Invalidated Its
Patent and It Now Has Two New Competitors 398
The Four Key Forms of Intellectual Property 399
PATENTS 399
Types of Patents 401
Who Can Apply for a Patent? 402
The Process of Obtaining a Patent 403
SAVVY ENTREPRENEURIAL FIRM: Knowing the Ins and Outs of Filing 
a Provisional Patent Application 405
PARTNERING FOR SUCCESS: Individual Inventors and Large Firms:
Partnering to Bring New Products to Market 407
Patent Infringement 407
CONTENTS xiii

INTRODUCTION

We are truly excited about the fourth edition of our book and the promise it brings

to you. A key reason for this is that in many parts of the world, studying and

practicing entrepreneurship are very exciting and potentially highly rewarding

activities for entrepreneurs and the nations in which they launch their ventures

and conduct their operations. In this sense then, across the world, even during

what are challenging economic conditions on a global basis, entrepreneurial

ventures are creating and bringing to market new products and services that

make our lives easier, enhance our productivity at work, improve our health, and

entertain us in new and fascinating ways. As you will see from reading this book,

entrepreneurs are some of the most passionate and inspiring people you’ll ever

meet. This is why successful firms have been launched in a variety of unexpected

places such as garages and an array of coffeehouses with wireless hot spots.

Indeed, we never know the amount of success the person sitting next to us

drinking coffee might achieve after launching an entrepreneurial venture!

As you might anticipate, the passion an entrepreneur has about a business

idea, rather than fancy offices or other material things, is typically the number

one predictor of a new venture’s success. Conversely, a lack of passion often

leads to entrepreneurial failure.

The purpose of this book is to introduce you, our readers and students of

entrepreneurship, to the entrepreneurial process. We do this because evidence

suggests that the likelihood entrepreneurs will be successful increases when

they thoroughly understand the parts of the entrepreneurial process as well as

how to effectively use those parts. The fact that in the United States alone

roughly one-third of new firms fail within the first two years while another

20 percent fail within four years of their launching is the type of evidence we

have in mind. These failure rates show that while many people are motivated

to start new firms, motivation alone is not enough; indeed, motivation must

be coupled with accurate and timely information, a solid business idea, an effec-

tive business plan, and sound execution to maximize chances for success.

In this book, we discuss many examples of entrepreneurial ventures and the

actions separating successful firms from unsuccessful ones.

This book provides a thoughtful, practical guide to the process of successfully

launching and growing an entrepreneurial venture. To do this, we provide you

with a thorough analysis of the entrepreneurial process. We model this process

for you in the first chapter and then use the model’s components to frame the

book’s remaining parts. Because of its importance, we place a special emphasis

on the beginnings of the entrepreneurial process—particularly opportunity recog-

nition and feasibility analysis. We do this because history shows that many entre-

preneurial ventures struggle or fail not because the business owners weren’t

committed or didn’t work hard, but because the idea they were pushing to bring

to the marketplace wasn’t the foundation for a vibrant, successful business.

WHAT IS NEW TO THIS EDITION?

We are committed to presenting you with the most up-to-date and applicable

treatment of the entrepreneurial process available in the marketplace. While

serving your educational interests, we want to simultaneously increase the

likelihood that you will become excited by entrepreneurship’s promise as you

read and study current experiences of entrepreneurs and their ventures as well

as the findings springing from academic research.

PREFACE

xvii

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