Introduction Part A Unlocking an Idea 1. Turning Ideas into Opportunities 2. Start-up Essentials 3. Getting Help Part B Unlocking a Marketing Strategy 4. Marketing Strategy 5. Traditional Marketing 6. Digital Marketing Part C Unlocking an Operating Strategy 7. Service Operations 8. Online Operations 9. Retail Operations 10. Manufacturing Operations Part D Unlocking a Financial Strategy 11. Money Management 12. Financing and Taxation. Appendix: Commercial Feasibility Rating
Biography
John W. English brings together a lifetime of business insight as an academic, entrepreneur, and author. As Associate Professor in Entrepreneurship and Deputy Director in the Australian Innovation Research Centre at the University of Tasmania, he introduced undergraduate and postgraduate programmes in entrepreneurship and commercialisation. As a consultant to government agencies in Australia, New Zealand, and the United States, he conducted start-up workshops on how to assess new ideas for their commercial potential. He is the author of the bestselling book How to Organise and Operate a Small Business in Australia, now in its 11th edition.
