Book I
From Idea to Reality
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Contents at a Glance
Chapter 1: Your Business in Context
An Overview of Feasibility Analysis
Understanding Your Industry
Researching an Industry
Defining Your Market Niche
Zeroing-in on a Brand New Product
Chapter 2: Refining and Defining Your Business Idea
Recognizing the Power of a Good Idea
Brainstorming New Business Ideas
Identifying Business Opportunities
Doing Your First Reality Check
Chapter 3: Creating a Business Model
Evolution of Business Models
Business Models Are a Hot Topic
Who Needs a Business Model?
Common Aspects of All Business Models
Business Models in Their Simplest Form
Examples of Business Models
Finding Success with a Business Model
Chapter 4: Finding Your Target Market
Gauging the Target Market
Determining Industry Attractiveness
Looking for Niche Attractiveness
Checking Out Customer Attractiveness
Finding Your Place on the Industry Value Chain
Chapter 5: Considering a Franchise
So What Is a Franchise, Anyway?
What's the Deal with Brands in Franchising?
The Two Types of Franchises
The Roles and Goals of Franchisors and Franchisees
Franchise Relationships
Pros and Cons of Franchising
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