Passion to Profits. Alice LaPlante

Passion to Profits - Alice  LaPlante


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a Business

       CHAPTER 1 Profits from Your Passion

       CHAPTER 2 Your Vision

       CHAPTER 3 Your Business Opportunities

       CHAPTER 4 Your Business Concept

       CHAPTER 5 Your Customers

       CHAPTER 6 Your Competitors

       CHAPTER 7 Social Responsibility

       Part Two: Starting a Business

       CHAPTER 8 Identity

       CHAPTER 9 Making Your Product or Performing Your Service

       CHAPTER 10 Location

       CHAPTER 11 Channels

       CHAPTER 12 Legal Concerns

       CHAPTER 13 Taxes, Licenses, and Insurance

       CHAPTER 14 Financial Projections

       CHAPTER 15 Financing

       CHAPTER 16 Your Business Plan

       Part Three: Marketing, Pricing, and Sales

       CHAPTER 17 Marketing

       CHAPTER 18 Your Marketing Vehicles and Tactics

       CHAPTER 19 Your Marketing Plan

       CHAPTER 20 Pricing

       CHAPTER 21 Sales

       Part Four: Running Your Business

       CHAPTER 22 Operations

       CHAPTER 23 Managing People

       CHAPTER 24 Managing Finances

       Special Section: Independent Consultants/Solo Practitioners

       Index

       Part One:

       Choosing a Business

       CHAPTER 1 Profits from Your Passion

       CHAPTER 2 Your Vision

       CHAPTER 3 Your Business Opportunities

       CHAPTER 4 Your Business Concept

       CHAPTER 5 Your Customers

       CHAPTER 6 Your Competitors

       CHAPTER 7 Social Responsibility

chapter
1

       Profits from Your Passion

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      You have a dream. And that dream involves more than just following others, punching a time clock, or showing up at a cubicle on a schedule created by someone else. Even if you’re doing that now to earn a living, you know that your long-term goals involve satisfying a much more important need: following your passions, talents, skills, and desires. Your dream is to someday—maybe today—start and run your own business.

      You have a passion. Perhaps you’re a snowboarder and spend all spring, summer, and fall waiting for that glorious moment when you can buckle your board on your boots and really begin living. Or you’re a craftsperson devoted to designing and building custom cabinetry from recycled or sustainable sources. Or maybe you’re an avid fashion designer with an eye for predicting which styles are going to become the Next Big Thing. You want to make your avocation your vocation. But you’re not sure how to begin.

      You have training and talent. You’re a highly skilled pastry chef. Or you’ve just graduated from engineering school with top honors. You’re good at what you do, but that won’t be enough out there in the marketplace. Most professions require you to do more than simply practice your skill or craft well. You need business skills to back up your flair for design, your knack for software programming, or your talent as a musician. But how do you acquire those skills?

      You want more than what conventional employment options will provide. You may have—or be planning to start—a family, and a nine-to-five job isn’t compatible with your parenting ideals. Or you’re a free spirit who would feel hampered by a traditional employer-employee relationship. Or you want to earn the kind of money that just wouldn’t be possible on a salary, perhaps even become truly wealthy. Yet when you search the Internet job boards, all you see are ads for the usual. You want to take control of your own destiny. But how do you proceed?

      You want to move your business forward, but you’re being held back by your lack of business knowledge. Or you may have jumped feet first into a business before realizing you don’t quite have all the know-how you need to make a go of it. Whether you’re one of the scores of freelance technical writers struggling to differentiate and market themselves to potential clients, or a software engineer with a brilliant idea but no clue how to turn that into an actual business, you need to acquire the business skills to support your vision.

      In all these cases, you have a passion—and a talent—for something that would place you beyond the boundaries of most


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