Checklist, empresarialismo

1. From generating ideas and managing
time, to recruiting the right people
and motivating your team, The
Entrepreneur’s Book of Checklists
provides you with countless tips
to start and grow a business.
Everything you’ll read is based on
real experiences – so you can learn
how others did it and avoid making
mistakes first time around. Everyone
who contributed to this book wants you
to succeed as they have done and some
have even added their contact details
so you can ask them questions yourself.
“A fantastic confidence giver.”
Greg and Clare Hoar,
Charlies Smoothie Bars
“Having been in business for the
past 25 years I am still learning
and have picked up lots of
useful tips from your book.”
John Kelly, H.E.L.P Group, Eire
About the author
Robert Ashton has started three small
businesses and sold two. He has also been
instrumental in starting a charity and recently
established a social enterprise. He has
experienced the highs and lows of running
his own company and knows how lonely
life can be when you’re your own boss.
Robert works with entrepreneurs of all kinds,
advising growing businesses, evolving
charities and social enterprises. He is a
popular business speaker with a reputation
for plain speaking and practical tips.
A prolific author, Robert also writes
regularly for a number of business and
consumer magazines. He is increasingly
becoming a social activist, challenging
convention and encouraging innovation.
Robert would love to hear from you if you think
he can help you become more successful. You
can contact him at robert@robertashton.co.uk
www.robertashton.co.uk
BOOKS
THAT MAKE
YOU BETTER
So you’ve started a business or you’re planning to do it now or
in the future. As an entrepreneur you’ll be busier than ever. With
so many things to consider it’s a real challenge to stay on top of
things, let alone one step ahead.
The Entrepreneur’s Book of Checklists is your answer. It’s
everything you need to know and more - it shows you what to do,
even if you don’t know what needs to be done yet!
The unique checklist format has been specifically designed for
busy people just like you to help you access tips and advice as
quickly as possible. And to help you cut even more corners, this
new edition now includes key business templates for you to adapt
and use as your own as well as a brand new chapter covering online
opportunities.
“This book is full of the stuff the ‘experts’ never tell you – use it as
your shortcut to success.”
Rowan Gormley, recruited by Richard Branson to set up Virgin Direct
and now CEO of Virgin Wines
“At last a book that actually does what it says on the tin!”
Tanya Higson, Galvanise Communications
“It is great to come across a book that tells you exactly what you
need to know without ploughing through endless pages that are
of no relevance.”
Trish Binks, www.essentialtalentbank.com
The Entrepreneur’s
Book of Checklists
1000 tips to help you start and grow your business
S M A L L B U S I N E S S B E S T S E L L E R
Whatever your motivation or goal, this bestselling
book is your ultimate guide to business success.
£12.99
BUSINESS
ISBN 978-0-273-71290-9
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2. The
Entrepreneur’s
Book of Checklists
ENTR_A01.QXP 29/6/07 11:12 Page i

3. Books that make you better
Books that make you better. That make you be better, do better,
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Prentice Hall Business is leading the field with a new breed of
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ENTR_A01.QXP 29/6/07 11:12 Page ii

4. The
Entrepreneur’s
Book of
Checklists
1000 tips to help you start and
grow your business
2nd Edition
Robert Ashton
ENTR_A01.QXP 29/6/07 11:12 Page iii

5. PEARSON EDUCATION LIMITED
Edinburgh Gate
Harlow CM20 2JE
Tel: ϩ44 (0)1279 623623
Fax: ϩ44 (0)1279 431059
Website: www.pearsoned.co.uk
First published 2004
Second edition published in Great Britain 2007
© Pearson Education Limited 2004, 2007
The right of Robert Ashton to be identified as Author
of this Work has been asserted by him in accordance
with the Copyright, Designs and Patents Act 1988.
ISBN 978-0-273-71290-9
British Library Cataloguing in Publication Data
A CIP catalogue record for this book can be obtained from the British Library.
All rights reserved; no part of this publication may be reproduced, stored
in a retrieval system, or transmitted in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise without either the prior
written permission of the Publishers or a licence permitting restricted copying
in the United Kingdom issued by the Copyright Licensing Agency Ltd,
Saffron House, 6–10 Kirby Street, London, EC1N 8TS. This book may not be lent,
resold, hired out or otherwise disposed of by way of trade in any form
of binding or cover other than that in which it is published, without the
prior consent of the Publishers.
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Printed and bound in Great Britain by Ashford Colour Press Ltd., Gosport
The Publisher’s policy is to use paper manufactured from sustainable forests.
ENTR_A01.QXP 29/6/07 11:12 Page iv

6. This book is dedicated to my wife Belinda, my son Tom and my
daughter Ruth. Entrepreneurship is exciting, stimulating and
rewarding, but almost impossible without the support of a
loving family. However hard you work at starting and growing
your enterprise, always make time for your family.
ENTR_A01.QXP 29/6/07 11:12 Page v

7. ENTR_A01.QXP 29/6/07 11:12 Page vi

8. Introduction xi
Endorsements from two leading business support organisations xiii
1 Inspiration: generating your winning idea 1
10 ways to find time to plan 2
10 characteristics successful entrepreneurs often share 4
10 steps to generating your big idea 6
10 things to check before chucking your job 8
2 Goals: matching the idea to your personal aspiration 11
10 questions to ask yourself as you start to plan 12
10 ways to involve your family in your dream 14
10 common worries and how to overcome them 16
10 ways that every entrepreneur is different 18
3 Knowledge: researching your idea/reality checking 21
10 ways to research on the internet 22
10 good questions to ask yourself and others 24
10 people who might do your research for free 26
10 steps to convincing yourself your idea will work 28
4 Business plan: convincing yourself and others 31
10 things every business plan should contain 32
10 things bank managers look for 34
10 figures you need to work out 36
10 pertinent points about business structure 38
10 things to include in a cash-flow forecast 40
5 Investment: how to fund start-up and growth 43
10 people who might invest in your business 44
10 steps to heaven – finding a business angel 46
10 ways to do it anyway – without the investment 48
10 things to avoid at all costs 50
CONTENTS vii
Contents
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9. 6 Branding: choosing business and product names 53
10 reasons why people will buy from you 54
10 tips when choosing a name 56
10 ways to test your new idea 58
10 design tips to bring your idea to life 60
7 Sales: how to help more people say yes! 63
10 ways that people could buy from you 64
10 ways to close more sales 66
10 ways that distributors can add value 68
10 good things about selling direct 70
10 ways to sell even more 72
10 ways to network 74
8 Profits: estimating and recording costs, especially your time 77
10 ways to find more time 78
10 ways to work out your true costs 80
10 expensive surprises you face as you grow 82
10 profitable extras to put on the bill 84
9 Online: how to succeed in the virtual world 87
10 ways to make your website more successful 88
10 ways to network online 90
10 top e-commerce tips 92
10 ways to avoid your e-mails becoming spam 94
10 Cash flow: keeping the ship afloat 97
10 things bank managers like to hear 98
10 things your trading terms should include 100
10 things about overdrafts you need to know 102
10 ways to finance your business 104
10 ways to avoid running out of cash 106
11 Costs: how to avoid bad debts and pay suppliers 109
10 things all good customers have in common 110
10 things all good suppliers have in common 112
10 taxes you need to know about 114
10 ways to collect an overdue payment 116
CONTENTSviii
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10. 12 Premises: where to work and how to make it work 119
10 good reasons to work from home 120
10 ways to look bigger than you are 122
10 premises traps and how to avoid them 124
13 People: how to hire and manage good people 127
10 questions to ask when recruiting 128
10 positive ways to keep your employees happy 130
10 things that will make you a better boss 132
10 ways to delegate and know the job will get done 134
14 Motivation: adding momentum and magic 137
10 ways to motivate yourself 138
10 ways to motivate employees 140
10 training opportunities you might overlook 142
10 common people-problems and how to solve them 144
15 Surprises: predict and overcome those unexpected hurdles 147
10 surprises employees spring and how to overcome them 148
10 surprises customers spring and how to overcome them 150
10 surprises suppliers spring and how to overcome them 152
10 sleepless nights you can probably avoid 154
16 Helpers: people who might help you and how to encourage them 157
10 people eager to help you succeed 158
10 things consultants do well 160
10 things to share because you don’t need to buy 162
10 things to look for when finding a mentor 164
17 Balance: when to work and when to play 167
10 signs that you are getting stressed and how to cope 168
10 ways to enjoy your work 170
10 holiday ideas for when you can’t afford to take time off 172
18 Social responsibility: how to help yourself by helping others 175
10 ways to build your business by helping others 176
10 ways to entertain your customers for free 178
CONTENTS ix
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11. 10 special things about social enterprises 180
10 benefits of making a philanthropic gesture 182
19 Exit: selling your successful business 185
10 ways to decide it’s time to sell 186
10 things that add value to your business 188
10 ways to find a buyer 190
10 reasons to merge your business with another 192
10 things you’ll do differently the second time around 194
20 Useful document templates: shortcuts for you to copy,
adapt and use 197
Sales letters 198
Follow-up letters 200
Getting-paid letters 202
The business plan 204
Confidentiality and intellectual property 206
CONTENTSx
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12. This book provides practical tips and advice for anybody who wants to start or
grow a business. First published in 2004, thousands of enterprising people
have already found it a valuable, easy to read guide. However, since 2004 the
business world has changed. We are doing more business online, social enter-
prise is becoming increasingly important and we are even more acutely
environmentally aware.
In this second edition you will find a greater emphasis on the role of the
internet, case studies from the social, as well as the ‘for profit’, sector and some
useful document templates that you can adapt and use. Here are ten good
reasons for reading further.
1. Ideas – sometimes the desire to start or grow a business is there but the
killer idea is not. This book shows you how to generate and test your busi-
ness ideas.
2. Wealth – your own business may sound appealing but should you give up
the security of employment? Read how to make the decision: full-time,
part-time or not at all!
3. Goals – what do you really want from your business? See how setting
lifestyle goals will help you focus your business vision.
4. Capital – finding the money is never simple, but this book lists places to
look that you’ve probably never thought of. The bank is not your only
option!
5. More customers – if your business is not growing, it’s probably shrinking!
Find out how to manage the flow of new business and keep control of your
sales and your profits.
6. Visibility – the easier your product or service is to find, the more fre-
quently people will contact you. Discover how marketing needn’t cost
much money at all.
7. Time – you’re running so fast you can’t stop. Learn how to manage your
time and how to recruit people to help you and to manage them effectively.
INTRODUCTION xi
Introduction
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13. 8. Payment – do people keep you waiting? Cash flow is the lifeblood of any
growing business. This book gives you new ways to make sure you always
get paid.
9. Internet – a website alone will not deliver the business you are seeking.
Find out how to use the internet wisely and successfully.
10. Exit – at some point you’ll want to cash in and sell up. This book tells you
how.
This book is a practical guide to the many challenges you may face when you
plan, start, grow and sell your business. Each checklist gives you ten key points
to consider or tips to try. Some will seem obvious and others obscure. All,
however, can help you succeed.
This book is written for busy people who want a shortcut to inspiration and
ideas. It is perfect for you if you:
● want to start your own business;
● have a small business and want it to grow;
● are studying business and want a practical book that says how it’s done;
● manage a charity or social enterprise and want to become more sustain-
able;
● advise small business owners and want a handy, no nonsense guide;
● teach people about enterprise in all its forms;
● find business books hard to read – this book is very accessible and easy to
read;
● live with someone growing a business who needs help;
● sell to small businesses and want to understand what’s important to them;
● are smart enough to buy books that deliver value for money straight away!
There are many case studies throughout the book. All are based on real people,
although some have asked for their names to be changed.
INTRODUCTIONxii
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14. It should come as no surprise to discover that people who receive help and
advice as they establish and grow their business are more successful than those
who don’t. Studies by Barclays show that small business start-ups are 20%
more likely to succeed if they seek help from an Enterprise Agency. Reading
books like this one can also improve your chances of success. It’s all about
finding out about the things that can trip you up and then avoiding them.
There are more than 120 Enterprise Agencies, so at least one will be close to
where you live and work. They are independent, bringing together public and
private sector money to fund what is often free of charge business advice.
Between them, Enterprise Agencies help some 20,000 business start-ups and
45,000 established businesses every year. If you are starting or growing a busi-
ness, I would encourage you to do two things. First, visit www.nfea.com and
make contact with your local Enterprise Agency. Second, buy this book, take
it home and use it as an aide-memoire to success. Good luck!
Kevin Horne, Chairman, National Federation of Enterprise Agencies
www.nfea.com
NATIONAL FEDERATION OF ENTERPRISE AGENCIES xiii
Why you should also seek
business advice
national federation of
enterprise agencies
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