Founded After Forty
How to start a business when you haven't got time to waste
Founded After Forty by small business expert Glenda Shawley takes you step by step from discovering your ‘why’ and vision to launching your business and keeping the momentum going. It covers finding the right business model and business fundamentals as well as practical considerations such as making the time for running a business.
Part 2 looks at the mechanics of starting up: legal considerations, identifying the target market, choosing the right route to market, developing the brand, making a profit, and mapping the customer journey.
Part 3 gets you started with marketing, staffing, managing the business and the launch and beyond.
The guidance in the book is supplemented with examples from existing business owners who didn’t always get it right first time. Each chapter finished with topics to think about as well as key actions that need to be taken.
There is an accompanying downloadable workbook which builds on the key activities in the book to help you create your own unique business plan.
“Fantastic guide to starting a business if you’re over 40, or even under 40! Everything you could possibly need to know, thoroughly researched and the workbook that accompanies the book means that you can work through your plans slowly stage by stage. Loved it!”
“I wish I had had this book when I started my first business! It takes you from the first moment when you start contemplating setting up your own business, through to managing it successfully when it’s up and running. It starts brilliantly by making you consider why you are setting up a business in the first place, covers all that you need to consider when choosing your business model (that’s the bit I most needed), then takes you step by step through developing your plan, understanding your target market, developing your brand and on to managing and launching your business, with every aspect of your journey covered in depth on the way.”
‘I wish I had had this book when I started my first business! It takes you from the first moment when you start contemplating setting up your own business, through to managing it successfully when it’s up and running. It starts brilliantly by making you consider why you are setting up a business in the first place, covers all that you need to consider when choosing your business model (that’s the bit I most needed), then takes you step by step through developing your plan, understanding your target market, developing your brand and on to managing and launching your business, with every aspect of your journey covered in depth on the way. There is an online workbook to download, which links to key points in the book.
The author includes real-life case studies and great quotes and tips from small business owners. The book is is aimed at people starting a business later in life, but would be equally valuable to younger would-be business owners. And although I have now been running my current business successfully for three years, I have found loads of useful advice and action tips which will help me manage it even more effectively in the future.’
‘I have found this book so useful as I set about launching my new business. It is written in a really informative but concise and simple way that makes it easy to read and to pick up and read in short chunks. Essential for the busy new business owner who doesn’t have time to sit around reading for hours. The workbook that goes with it really makes you think properly about how you are approaching things. It’s all easy to just ‘fall into’ ways of doing things and this book keeps you along the right lines. Highly recommended!’
‘Fantastic guide to starting a business if you’re over 40, or even under 40! Everything you could possibly need to know, thoroughly researched and the workbook that accompanies the book means that you can work through your plans slowly stage by stage. Loved it!’
‘Superbly written book, full of fantastic advice for ANYONE running or thinking of starting their own business! Lots of examples, suggestions, best practices etc. Highly recommend this book!’
‘One of those excellent books that has so much useful information in it. Highly recommend grabbing a copy and changing your life. Although 40 isn’t old ;)’
Table of contents Introduction How will this book help? Being realistic How to use this book Part 1: Before you start Chapter 1: What’s your ‘why’? Why is it important to understand your ‘why’? Getting to your why You have a ‘why’ but do you have a business? What would success look like to you? Connecting to your vision of success Start with the end in mind
Chapter 2: Choosing a business model that is right for you Franchising Network marketing Buying an existing business Starting from scratch Is running a business right for you? Deciding what’s right for you
Chapter 3: Some fundamentals of business Basic principles Business planning What problems should you be prepared for?
Chapter 4: Finding time for your business Avoiding bright shiny objects Establishing priorities Managing your priorities Avoid procrastination and perfectionism The Power Hour Automating tasks Getting help Creating work-life balance
Part 2: Developing the plan Chapter 5: Legal considerations Your trading status Registrations and licences Protecting your assets Health and safety Employment law Trading regulations Managing data and communications Taxation Insurance
Chapter 6: Understanding your target market What is a narrow and deep niche? Profiling your ideal customer Why will your ideal customer need you? Time for some research Conducting research Avoiding common research mistakes What competition do you have for customers? Finding your position in the marketplace
Chapter 7: Your route to market Taking on premises Working from home Running a mobile business Flexible solutions Online
Chapter 8: Developing your brand What is a brand? How are our perceptions of a brand formed? Developing your brand Pulling your brand together Designing your brand’s identity Finalising your branding Applying your visual branding Implementing your branding strategy Staying on brand
Chapter 9: Making a profit Demystifying the jargon Establishing your costs Setting your prices Know your worth Planning finance Budgeting Producing your cash flow forecast Dealing with cash flow problems Working out your break-even point Raising finance Taxation Tracking progress
Chapter 10: Putting your customer at the heart of your business Mapping the customer journey Awareness Interest Evaluation Purchase Reflection and relationship building Making the journey work for you
Part 3: Getting started Chapter 11: Promoting your business Understanding your prospect Crafting your message Choosing your voice Testing Choosing your tactics Marketing regularly
Chapter 12: Getting help What kind of help could be useful? Outsourcing tasks Are you the right person for the job? Employing staff Interns and work experience Finding a sounding board
Chapter 13: Managing the business Passwords Organisation Data protection Your business environment Managing business performance Getting over your excuses! Specialist advice
Chapter 14: Launching the business How will you launch? The soft launch Deciding upon your guest list Going for the big razzmatazz Bring in the professionals Invitations and publicity Make it memorable How will you promote your business at the event? Dealing with the media Maximising your return on investment
Chapter 15: What next? Dealing with slow growth Building on success Tweaking the business plan
Good luck Appendices Meet the contributors
FORMAT / ISBN / PUBLICATION DATE / RRP
Paperback / 9781910056462 / January 11, 2017 / £14.99
Ebook / 9781910056820 / January 10, 2017 / £9.99
Paperback and eBook Bundle / £17.49
Glenda Shawley has spent more than 40 years in business, 24 of them running her own small business. Specialising in business start-ups and marketing, she has worked with a wide range of locally based businesses from acupuncture to web design. Her clients include home-based solopreneurs, established companies with several outlets and individuals with only the vaguest idea of the type of business they want to run. An accredited business adviser and qualified teacher of adults, Glenda specialises in practical advice and guidance developed over years of experience and study.