Introduction 1 Part 1: Getting Started in Entrepreneurship 5 Chapter 1: Understanding Entrepreneurship 7 Chapter 2: Entrepreneurship in the 21st Century 25 Chapter 3: Preparing to Seek Opportunity 45 Chapter 4: Testing an Opportunity Before You Leap 61 Part 2: Testing the Feasibility of Your Business Concept 77 Chapter 5: Understanding Your Industry 79 Chapter 6: What Your Customers Can Tell You 95 Chapter 7: Designing Solutions for a New Marketplace 117 Chapter 8: Protecting Your Products and Services 137 Chapter 9: Putting Together Your Founding Team 161 Chapter 10: Getting Solutions to Customers: The Supply Chain 181 Chapter 11: Developing and Testing Your Business Model 193 Chapter 12: Assessing Your Initial Financial Needs 209 Part 3: Designing a Company 231 Chapter 13: Preparing a Business Plan 233 Chapter 14: Finding Money to Start and Grow Your Venture 257 Chapter 15: Starting with the Right Legal Structure 279 Part 4: Growing a Company 297 Chapter 16: Planning for Growth 299 Chapter 17: Developing a Marketing Strategy 333 Chapter 18: Making and Using Money Wisely: The Financial Plan 357 Chapter 19: Planning for Things That Go Bump in the Night 381 Part 5: The Part of Tens 397 Chapter 20: Ten Reasons Not to Start a Business 399 Chapter 21: Ten Ways to Spark Your Innovative Spirit 405 Index 411.