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Starting! is a bestselling business book for new start-ups and established SMEs. It shows you how to think like an investor, stress test the assumptions in your business case, avoid expensive pitfalls... and turn the money tap on full. Research shows that new business failures can be as high as 83% within the first 18 months. If you borrowed money to start that business... then that can be a financial disaster. Bank loan surveys show that 54% of business alone applications do NOT include a written business plan and ... 94% of those that do, have a FLAWED business case. Starting! teaches you to think like a seasoned investor. Specifically, you will learn ten questions that investors ask to quickly determine if they want to invest... or not. Its like an investment MOT for your business idea.These ten questions flush out the assumptions that can waste time, cost you a lot of money or even sink your business. If you are an established business... the SAME questions will enable you to perform a rapid SWOT test (strengths, weaknesses, opportunities, threats) on your EXISTING business case. Potentially, you could easily be leaving money on the table. This is a perfect book to read if you are thinking of starting up a new business... and essential if you already have a business. The book has several sections that cover: The Goal of Business Vs the Purpose of Business Three Valuable Lessons For Entrepreneurs The truth about ideas >? (Obviously, this book recommends a written business plan, but here's why) The ten questions >Plus: >Understand this book DOES NOT replace writing a formal business plan. What it does incredibly well is sharpen your business case... that would appear IN your written business plan. The central thesis is: You might have a good idea for a business... BUT have you got a business for the idea. "I promise if you read my book you will be able to identify the assumptions in your business case and make much better strategic decisions." Andrew Priestley *** Andrew Priestley is an award winning business coach and best selling author. He lectures in Leading Entrepreneurial Teams at University and he is ranked in the top 100 UK Business Mentors. He is on LinkedIn. Key words: start-ups; entrepreneurs; business start ups; business plans; business case; business failure; business failure rate; assets; marketing plans; business administration; SMEs; FMBs; micro business; MBA