There are lots of books that offer advice on how to start a company -- but the vast majority are wrong. As Enterprise Editor for the Financial Times, Jonathan Moules has profiled hundreds of companies and their owners. Here, he uses this knowledge to explain why, in many cases, the received wisdom on entrepreneurship isn't necessarily the best way of achieving success. Packed with examples of high-flying entrepreneurs who have done things differently -- including the New York-based GILT Groupe and Silicon Valley advertising company Criteo -- Moules demonstrates why you don't need a business…mehr
There are lots of books that offer advice on how to start a company -- but the vast majority are wrong. As Enterprise Editor for the Financial Times, Jonathan Moules has profiled hundreds of companies and their owners. Here, he uses this knowledge to explain why, in many cases, the received wisdom on entrepreneurship isn't necessarily the best way of achieving success. Packed with examples of high-flying entrepreneurs who have done things differently -- including the New York-based GILT Groupe and Silicon Valley advertising company Criteo -- Moules demonstrates why you don't need a business plan, why there's nothing wrong with copying someone else's idea, why you should put your prices up when things get tough, and why cutting costs can kill your business.
Jonathan Moules is the Enterprise Editor for The Financial Times, where he has profiled hundreds of companies and their owners. He has written extensively on successful entrepreneurs. Moules spent 5 years in the FT's New York office, where he held numerous positions, including technology, media and telecoms news editor. He wrote specifically about the US mobile phone industry and new media businesses, and he covered the dotcom bubble and its aftermath.
Inhaltsangabe
Prologue: The importance of being a rebel 01 Funding is for fools The case for bootstrapping Small is beautiful, at least to begin with The value of having no money Have you tried the alternatives to the bank? Pull yourself up by your bootstraps If you can't get a loan, get a grant Timing can be everything We are all dotcoms now, thank goodness No man is an island when it comes to funding The conclusion 02 Don't innovate, imitate An imitator in action The original Every action has a legal reaction You can't keep a good idea down First movers do not necessarily have the advantage Copying is as old as the hills It is all about execution Attack of the clones Imitation can be the salvation of a company Timing is everything You do not have to settle for second best The conclusion 03 Don't be a hero The problem of letting go Most people find good leadership hard Size is everything Take a trip from the good parenting guide Confessions of a meddler An exception to the rule When do you step back? External factors are important too The conclusion 04 The high price of success Less can be more Do the mathematics What your prices say about the value of your offering Why you need to keep prices up The difficult relationship between price and value In a recession, the need to raise prices only increases The art of maintaining a high price How do you get people to pay more? Price is a matter of economics To cut, or not to cut Cutting your costs is not the same as raising your prices What about cross-border trade? How do you maintain high prices? Warning: you can raise prices too much Being low cost does not mean you cannot raise your prices Being the best is always better than being cheapest The conclusion 05 Don't get hung up on the business plan The only constant in (business) life is change Ryanair as an example of a company that changed Imitate, don't innovate (reprised) There is no shame in starting all over again Testing, testing Once the business plan works, write it down The concept of the pivot Pivoting once is never enough Pivoting and foreign markets The conclusion 06 You cannot cut your way to success How do you react to the bad times? Do you really need to make those cuts? Sell on the savings your company can provide Spend some money on yourself Be confident Do not rush to cut jobs Find the opportunities to grow Remember to pivot as well as invest The conclusion 07 Do not waste your time selling Tips for accelerating the sales process Teamwork is key to sales Good customer service can be a sales strategy A few sales tips Beware of overtrading Squeezing the lemon Opportunity is never far away The conclusion 08 Failure is not failure if you learn Why the fear of failure can be so damaging Failure can be your own stupid fault Common mistake 1: treating the bank like a cashpoint Common mistake 2: putting your eggs in one basket Life can be cruel so you have to deal with it The random nature of entrepreneurial success Remember, it may be second time unlucky Remember, the darkest moment is before the dawn Insolvency is often not the end The conclusion Index
Prologue: The importance of being a rebel 01 Funding is for fools The case for bootstrapping Small is beautiful, at least to begin with The value of having no money Have you tried the alternatives to the bank? Pull yourself up by your bootstraps If you can't get a loan, get a grant Timing can be everything We are all dotcoms now, thank goodness No man is an island when it comes to funding The conclusion 02 Don't innovate, imitate An imitator in action The original Every action has a legal reaction You can't keep a good idea down First movers do not necessarily have the advantage Copying is as old as the hills It is all about execution Attack of the clones Imitation can be the salvation of a company Timing is everything You do not have to settle for second best The conclusion 03 Don't be a hero The problem of letting go Most people find good leadership hard Size is everything Take a trip from the good parenting guide Confessions of a meddler An exception to the rule When do you step back? External factors are important too The conclusion 04 The high price of success Less can be more Do the mathematics What your prices say about the value of your offering Why you need to keep prices up The difficult relationship between price and value In a recession, the need to raise prices only increases The art of maintaining a high price How do you get people to pay more? Price is a matter of economics To cut, or not to cut Cutting your costs is not the same as raising your prices What about cross-border trade? How do you maintain high prices? Warning: you can raise prices too much Being low cost does not mean you cannot raise your prices Being the best is always better than being cheapest The conclusion 05 Don't get hung up on the business plan The only constant in (business) life is change Ryanair as an example of a company that changed Imitate, don't innovate (reprised) There is no shame in starting all over again Testing, testing Once the business plan works, write it down The concept of the pivot Pivoting once is never enough Pivoting and foreign markets The conclusion 06 You cannot cut your way to success How do you react to the bad times? Do you really need to make those cuts? Sell on the savings your company can provide Spend some money on yourself Be confident Do not rush to cut jobs Find the opportunities to grow Remember to pivot as well as invest The conclusion 07 Do not waste your time selling Tips for accelerating the sales process Teamwork is key to sales Good customer service can be a sales strategy A few sales tips Beware of overtrading Squeezing the lemon Opportunity is never far away The conclusion 08 Failure is not failure if you learn Why the fear of failure can be so damaging Failure can be your own stupid fault Common mistake 1: treating the bank like a cashpoint Common mistake 2: putting your eggs in one basket Life can be cruel so you have to deal with it The random nature of entrepreneurial success Remember, it may be second time unlucky Remember, the darkest moment is before the dawn Insolvency is often not the end The conclusion Index
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