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Your Block 1 for your Business Plan will require that you develop the following objectives which will be an integral part o

Your Block 1 for your Business Plan will require that you develop the following objectives which will be an integral part o

Your Block 1 for your Business Plan will require that you develop the following objectives which will be an integral part of the first five sections of the business plan. As a model and guide use the “table of contents” for “The Daily Perc” Business Plan on pages 490-522 for Edition 3 & for Edition 2 pages 50-73. DO NOT USE DAILY PERC AS YOUR BUSINESS. Your grade will be dismissed.

(The Chapters related to this Block 1 are 1,2 and 3)

1.0 Executive Summary

      1.2 Keys to Success

2.0 Mission, Vision, and Culture

      2.1 Mission

       2.2 Vision

      2.3 Culture

3.0 Company Summary

      3.1 Company Ownership

4.0 Market Analysis Summary

       4.3.1 Competition and Buying Patterns

5.0 Strategy and Implementation Summary

       5.2 Competitive edge

Business Plan Template

U.S. Small Business Administration Small Business Training Network

Five Important Tips Before You Start!

1. The business plan should tell a compelling

story about your business, explaining who, what, when, where, how and why.

2. Your plan should be focused and clear. It’s not about the number of pages or style of the cover.

3. The plan should define specific business objectives and goals with general parameters to guide the organization.

4. Writing a business plan should force logic and discipline into a business.

5. A good business plan is a living document. It should be updated regularly.


Title Page

Your Company Name

Street Address City, State & Zip Code

Phone Number E-Mail Address Web Address

Business Plan Date


Table of Contents

1. Table of Contents…………………………………

2. Executive Summary………………………………

3. Business Description & Vision………………….

4. Definition of the Market………………………….

5. Description of Products and Services…………….

6. Organization & Management…………………….

7. Marketing and Sales Strategy…………………….

8. Financial Management……………………………

9. Appendices……………………………………….


Executive Summary

This section should:

• Be written last • Provide an enthusiastic snapshot of your company,

explaining who you are, what you do and why • Be less than 2 pages

After reviewing this section the reader should:

• Want to learn more about your business • Have a basic understanding about your company

Start here…


Business Description & Vision

This section should include:

• Mission statement (business purpose) • Company vision (statement about company growth) • Business goals and objectives • Brief history of the business • List of key company principals

After reviewing this section the reader should know:

• Who the business is and what it stands for • Your perception of the company’s growth & potential • Specific goals and objectives of the business • Background information about the company

Start here…..


Definition of the Market

This section should:

• Describe your business industry and outlook • Define the critical needs of your perceived or existing

market • Identify your target market • Provide a general profile of your targeted clients • Describe what share of the market you currently have

and/or anticipate

After reviewing this section the reader should know:

• Basic information about the industry you operate in and the customer needs you are fulfilling

• The scope and share of your business market, as well as who your target customers are

Start here…..


Description of Products and Services

This section should:

• Specifically describe all of your products and services • Explain how your products and services are

competitive • If applicable, reference a picture or brochure of your

products, which would be included in the plan’s appendix

After reviewing this section the reader should know:

• Why you are in business • What your products and services are and how much

they sell for • How and why your products & services are


Start here…..


Organization & Management

This section should:

• Provide a description of how your company is organized as well as an organization chart, if available

• Describe the legal structure of your business (proprietorship, partnership, corporation, etc.)

• Identify necessary or special licenses and/or permits your business operates with

• Provide a brief bio description of key managers within the company

After reviewing this section the reader should know:

• The legal form of ownership for your business • Who the leaders are in your business as well as their

roles • The general flow of operations within the firm

Start here…..


Marketing and Sales Strategy

This section should:

• Identify and describe your market – who your customers are and what the demand is for your products & services

• Describe your channels of distribution • Explain your sales strategy, specific to pricing,

promotion, products and place (4Ps) After reviewing this section the reader should:

• Who your market is and how you will reach it • How your company will apply pricing, promotion,

product diversification and channel distribution to sell your products and services competitively

Start here…..


Financial Management This section should include: Click here: for automated Balance Sheet template Click here: for automated Income Statement template Click here: for automated Cash Flow Statement template

New Business • Estimate of start-up costs • Projected balance sheet (1 year forward) • Projected income statement (1 year forward) • Projected cash flow statement (12 months forward)

Existing Business

• Balance sheets (last 3 years) • Income statements (last 3 years) • Cash flow statement (12 months)

If Applying for a Loan

• Current personal financial statement on each principal • Federal tax return for prior year

After reviewing this section the reader should:

• Have a good understanding regarding the financial capacity and/or projections for your company

Start here…..



This section should include as attachments:

• Company brochures • Resumes of key employees • List of business equipment • Copies of press articles and advertisements (if

available) • Pictures of your business location and products

(optional) • Information supporting the growth of your industry

and/or products (optional) • Key business agreements, such as lease, contracts, etc.

(optional) Start here…..


Video Exercises are available for select chapter topics to help engage students and hold them accountable for their learning.

Dynamic Study Modules help students study chapter topics on their own by continuously assessing their knowledge application and performance in real time.

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Pearson eText enhances student learning with engaging and interactive lecture and example videos that bring learning to life.

The Gradebook offers an easy way for you and your students to see their performance in your course.

of students would tell their instructor to keep using MyLab Entrepreneurship


MyLab Entrepreneurship helped me get a higher grade in my course because quizzes and videos help to refresh the mind and made me feel confident that I retained the information that was given throughout course.”

— Marie DeJesus, Eastern Florida State College

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Fifth Edition

Steve Mariotti • Caroline Glackin

Vice President, Business, Economics, and UK Courseware: Donna Battista

Director of Portfolio Management: Stephanie Wall Director, Courseware Portfolio Management: Ashley Dodge Senior Sponsoring Editor: Neeraj Bhalla Editorial Assistant: Linda Albelli Vice President, Product Marketing: Roxanne McCarley Product Marketing Assistant: Marianela Silvestri Manager of Field Marketing, Business Publishing: Adam

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Microsoft® and Windows® are registered trademarks of the Microsoft Corporation in the U.S.A. and other countries. This book is not sponsored or endorsed by or affiliated with the Microsoft Corporation.

Copyright © 2020, 2016, 2013 by Pearson Education, Inc. or its affiliates. All Rights Reserved. Manufactured in the United States of America. This publication is protected by copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise. For information regarding permissions, request forms, and the appropriate contacts within the Pearson Education Global Rights and Permissions department, please visit

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PEARSON, ALWAYS LEARNING, and MYLAB are exclusive trademarks owned by Pearson Education, Inc. or its affiliates in the U.S. and/or other countries.

Unless otherwise indicated herein, any third-party trademarks, logos, or icons that may appear in this work are the property of their respective owners, and any references to third-party trademarks, logos, icons, or other trade dress are for demonstrative or descriptive purposes only. Such references are not intended to imply any sponsorship, endorsement, authorization, or promotion of Pearson’s products by the owners of such marks, or any relationship between the owner and Pearson Education, Inc., or its affili- ates, authors, licensees, or distributors.

Library of Congress Cataloging-in-Publication Data Names: Mariotti, Steve, author. | Glackin, Caroline, author. Title: Entrepreneurship: starting & operating a small business / Steve Mariotti, Caroline Glackin. Description: Fifth Edition. | New York: Pearson Education, [2020] | Revised edition of the authors’ Entrepreneurship, 2016. | Includes index. Identifiers: LCCN 2018028031 | ISBN 9780135210529 (softcover) Subjects: LCSH: New business enterprises—Management. | Entrepreneurship. Classification: LCC HD62.5 .M3567 2019 | DDC 658.1/1—dc23 LC record available at 1 18

ISBN 10: 0-13-5210526 ISBN 13: 978-0-13-5210529

Special thanks to Kathryn Davis, Shelby M. C. Davis, Kimberly La Manna, Abby Moffat, and Diana Davis Spencer.

Also to my mother, Nancy Mason Mariotti, who taught me that a great teacher can affect eternity.

—Steve Mariotti

To my children, Elise and Spencer, whose support and love are essential parts of this book.

To my parents, Howard and Maria Wiedenman, who truly understood the importance of education, my love and gratitude.

—Caroline Glackin

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Brief Contents

UNIT 1 Entrepreneurial Pathways 1 Chapter 1 Entrepreneurs and

Entrepreneurship 2 Chapter 2 Pathways to Success: Processes

and Instruments 36 Chapter 3 Creating Business

from  Opportunity 98 Unit 1 Entrepreneurial Pathways:

SPANX—Idea to Entrepreneurial Opportunity 131

UNIT 2 Integrated Marketing 135 Chapter 4 Exploring Your Market 136 Chapter 5 Developing the Marketing

Mix and Plan 164 Chapter 6 Smart Selling and Effective

Customer Service 204 Unit 2 Integrated Marketing:

Kitchen Arts & Letters, Inc.—An Independent Bookstore Defies Industry Odds 229

UNIT 3 Show Me the Money: Finding, Securing, and Managing It 233

Chapter 7 Understanding and Managing Start- Up, Fixed, and Variable Costs 234

Chapter 8 Using Financial Statements to Guide a Business 260

Chapter 9 Cash Flow and Taxes 296

Chapter 10 Financing Strategy and Tactics 328 Unit 3 Show Me the Money: Finding,

Securing, and Managing It—Liu’s Sweet Treats 361

UNIT 4 Operating a Small Business Effectively 365

Chapter 11 Addressing Legal Issues and Managing Risk 366

Chapter 12 Operating for Success 398 Chapter 13 Management, Leadership, and

Ethical Practices 430 Unit 4 Operating a Small Business

Effectively: ONLC Training Centers—Virtual IT Training in a Classroom 467

UNIT 5 Cashing in the Brand 471 Chapter 14 Franchising, Licensing,

and Harvesting: Cashing in Your Brand 472

Unit 5 Cashing in the Brand: Honest Tea— From Start-Up to Harvest 491

Appendix 1 BizBuilder Business Plan 497 Appendix 2 Resources for Entrepreneurs 505 Appendix 3 Useful Formulas and Equations 511 Glossary 513 Index 519

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UNIT 1 Entrepreneurial Pathways 1

Chapter 1 Entrepreneurs and Entrepreneurship 2 Understanding Entrepreneurs and Entrepreneurship 3

What Is an Entrepreneur? 3

The Free-Enterprise System 5 Voluntary Exchange 5

Benefits and Challenges of Free Enterprise 5

What Is a Small Business? 6 Definitions of Success—Monetary and Other 6

Taking the Long View 7

Benefits and Costs of Becoming an Entrepreneur 8

Potential Benefits of Entrepreneurship 8

Potential Costs of Entrepreneurship 10

Cost/Benefit Analysis 11

Opportunity Cost 11

Seeking Advice and Information to Succeed 12

Entrepreneurial Options 14 The Many Faces of Entrepreneurship 16

Unicorns 17

How Do Entrepreneurs Find Opportunities to  Start New Businesses? 17

Entrepreneurs Creatively Exploit Changes in Our World 18

Where Others See Problems, Entrepreneurs Recognize Opportunities 18

Train Your Mind to Recognize Business Opportunities 19

Entrepreneurs Use Their Imaginations 19

An Idea Is Not Necessarily an Opportunity 19

Opportunity Is Situational 20

The Five Roots of Opportunity in the Marketplace 21

Paths to Enterprise Ownership 22 Secure Franchise Rights 22

Buy an Existing Business 22

License Technology 23

Making the Business Work Personally and Professionally 23

A Business Must Make a Profit to Stay in Business 23

Profit Is the Sign That the Entrepreneur Is Adding Value 24

Profit Results from the Entrepreneur’s Choices 24

The Team Approach 24

Developing Skills for Your Career— Entrepreneurship or Employment 25

Chapter 2 Pathways to Success: Processes and Instruments 36 Feasibility Analysis: Does My Idea Work? 38

Analyzing Product and/or Service Feasibility 38

Analyzing Market and Industry Feasibility 39

Analyzing Financial Feasibility 41

Using the Lean Startup Methodology 42 Creating a Business Model Canvas 43 What Is a Business Plan? 46 Do You Need a Business Plan? 47

Your Business Plan Is the Key to Raising Capital 48

The Business Plan Is an Operations/ Execution Guide 48

Business Plan Components 49 Cover Page and Table of Contents 49

Executive Summary: A Snapshot of Your Business 50

Mission, Vision, and Culture: Your Dreams for the Organization 50

Company Description: Background and Track Record 50

Opportunity Analysis and Research: Testing Ideas 51

Marketing Strategy and Plan: Reaching Customers 52

Management and Operations: Making the Plan Happen 53

Financial Analysis and Projections: Translating Action into Money 54



Funding Request and Exit Strategy: The Ask and the Return 58

Appendices: Making the Case in Greater Detail 59

Business Plan Suggestions 59 Presenting Your Business Plan 60

Business Plan, Venture, Business Model, and Pitch Competitions 61

Honest Tea Business Plan 69

Chapter 3 Creating Business from Opportunity 98 What Defines a Business? 99 Use Effectual Reasoning to Your Advantage 100 What Sort of Organization Do You Want? 101

Your Company’s Core Values 101

Your Company’s Mission Is to Satisfy Customers 102

Your Company’s Vision Is the Broader Perspective 102

Your Company’s Culture Defines the Work Environment 102

The Business Opportunity Decision Process 103 Your Competitive Advantage 105

Find Your Competitive Advantage by Determining What Consumers Need and Want 105

You Have Unique Knowledge of Your Market 106

Factors of Competitive Advantage 106

Is Your Competitive Advantage Strong Enough? 107

Checking Out the Competition 108

Example: The Most Chocolate Cake Company 108

Competitive Strategy: Business Definition and Competitive Advantage 111

Feasibility Revisited: The Economics of One Unit as a Litmus Test 112

Defining the Unit of Sale 113

Cost of Goods Sold and Gross Profit 113

Your Business and the Economics of One Unit 114

The Cost of Direct Labor in the EOU—An Example 115

Hiring Others to Make the Unit of Sale 116

Going for Volume 117

Determining the Value of a Business 118 Asset Valuation Method 118

Earnings Valuation Method 119

Cash Flow Valuation Method 119

Unit 1 Entrepreneurial Pathways: SPANX—Idea to Entrepreneurial Opportunity 131

UNIT 2 Integrated Marketing 135

Chapter 4 Exploring Your Market 136 Markets and Marketing Defined 137 Research Prepares You for Success 138

Research Your Market Before You Open Your Business 138

Types and Methods of Research 139

Getting Information Directly from the Source: Primary Research 139

Getting Information Indirectly: Secondary Research 141

Segment and Industry Research Help You Make Decisions 143

Customer Research 144

Industry Research: The 50,000-Foot Perspective 145

Make Research an Integral Part of Your Business 146

Owning a Perception in the Customer’s Mind 148

Features Create Benefits 148

Home Depot: Teaching Customers So They Will Return 148

Which Segment of the Market Will You Target? 149

Successful Segmenting: The Body Shop 149

Applying Market Segmentation Methods 150

The Product Life Cycle 152

Is Your Market Saturated? 154

Market Positioning: Drive Home Your Competitive Advantage 154

Chapter 5 Developing the Marketing Mix and Plan 164 The Marketing Mix 165 Product: What Are You Selling? 167

Focus Your Brand 167

Ford’s Costly Failure: The Edsel 168

Ford’s Focus on Success: The Mustang 168

How to Build Your Brand 169


Price: What It Says about Your Product 170 Strategies and Tactics for Effective Pricing 170

Place: Location, Location, Location! 172 Key Factors in Deciding on a Location 173

Promotion: Advertising and Publicity 173 Use Integrated Marketing Communications for Success 173

Promotional Planning and Budgeting 174

Delving into the Advertising Advantage and Sales Promotion 177

Types of Advertising 178

Media Planning and Buying: Focus on Your Customer 178

Marketing Materials Should Reinforce Your Competitive Advantage 178

Sales Promotion Solutions 179

Additional Marketing Options 181

Electronic and Social Media Marketing 183

Publicity Potential 186 Telling the Story 187

Sample Press Release 188

Follow Up a Press Release 188

Public Relations 188

The Additional P: Philanthropy 190 Cause-Related Marketing 190

Gaining Goodwill 190

Not-for-Profit Organizations 191

What Entrepreneurs Have Built 191

You Have Something to Contribute 192

Developing a Marketing Plan 192 Marketing Analysis 192

Marketing as a Fixed Cost 193

Calculate Your Breakeven Point 193

Chapter 6 Smart Selling and Effective Customer Service 204 Selling Skills Are Essential to Business Success 205

Selling Is a Great Source of Market Research 206

The Essence of Selling Is Teaching 206

The Principles of Selling 206

The Sales Call 208 Email, Blogs, and Social Networks 208

Prequalify Your Sales Calls 209

Focus on the Customer 209

The Eight-Part Sales Call 210

Three Call Behaviors of Successful Salespeople 211

Analyze Your Sales Calls to Become a Star Salesperson 212

Turning Objections into Advantages 212

Use Technology to Sell 213

Creating a Sales Force 213 Company Sales Team—Selling Directly 213

Independent Sales Representative Firms 214

Outsourced Customer Service Representatives 214

Successful Businesses Need Customers Who Return 214

Customer Service Is Keeping Customers Happy 215

The Costs of Losing a Customer 215

Customer Complaints Are Valuable 216

Customer Relationship Management Systems 217

Why Does CRM Matter? 218

Components of CRM for the Small Business 219

How Technology Supports CRM 220

Unit 2 Integrated Marketing: Kitchen Arts & Letters, Inc.— An Independent Bookstore Defies Industry Odds 229

UNIT 3 Show Me the Money: Finding, Securing, and Managing It 233

Chapter 7 Understanding and Managing Start-Up, Fixed, and Variable Costs 234 Start-Up Investment 236

Brainstorm to Avoid Start-Up Surprises 236

Keep a Reserve Equal to One-Half the Start-Up Investment 237

Predict the Payback Period 239

Estimate Value 239

Fixed and Variable Costs: Essential Building Blocks 240

Calculating Critical Costs 240

Fixed Operating Costs Do Change over Time 244

Allocate Fixed Operating Costs Where Possible 244

The Dangers of Fixed Costs 246


Using Accounting Records to Track Fixed and Variable Costs 246

Three Reasons to Keep Good Records Every Day 247

Cash versus Accrual Accounting Methods 249

Recognizing Categories of Costs 249

Chapter 8 Using Financial Statements to Guide a Business 260 Scorecards for the Entrepreneur: What Do Financial Statements Show? 261 Income Statements: Showing Profit and Loss Over Time 262

Parts of an Income Statement 262

A Basic Income Statement 263

The Double Bottom Line 264

An Income Statement for a More Complex Business 264

The Balance Sheet: A Snapshot of Assets, Liabilities, and Equity at a Point in Time 266

Short- and Long-Term Assets and Liabilities 267

The Balance Sheet Equation 268

The Balance Sheet Shows Assets and Liabilities Obtained through Financing 268

The Balance Sheet Shows How a Business Is Financed 269

Analyzing a Balance Sheet 270

Depreciation 272

Financial Ratio Analysis: What Is It, and What Does It Mean to You? 272

Income Statement Ratios 273

Balance Sheet Analysis 275

Chapter 9 Cash Flow and Taxes 296 Cash Flow: The Lifeblood of a Business 297

The Income Statement Does Not Show Available Cash 298

Rules to Keep Cash Flowing 299

Noncash Expenses Can Distort the Financial Picture 299

The Working Capital Cycle 299 The Cyclical and Seasonal Nature of Cash Flow 300

Using a Cash Flow Statement 302 The Cash Flow Equation 302

Forecasting Cash Flow: The Cash Budget 304

Creating a Healthy Cash Flow 305

Managing Inventory to Manage Cash 306

Managing Receivables to Manage Cash 307

The Cash Effects of Accounts Receivable 308

The Life Cycle of Accounts Receivable 308

The Financing of Accounts Receivable 309

Managing Accounts Payable to Manage Cash 309

Negotiating Payment 309

Timing Payables 310

Capital Budgeting and Cash Flow 310 The Burn Rate 311

The Value of Money Changes over Time 312

The Future Value of Money 312

The Present Value of Money 313

Taxes 314 Cash Flow and Taxes 314

Filing Tax Returns 315

Collecting Sales Tax 315

Tax Issues for Different Legal Structures 315

Make Tax Time Easier by Keeping Good Records 316

Chapter 10 Financing Strategy and Tactics 328 Going It Alone Versus Securing Financing 329

How Often Do Small Businesses Really Fail? 330

What Is the Best Type of Financing for You and Your Business? 331 Gifts and Grants 331 Debt Financing 332

Debt Financing: Pros and Cons 334

Debt Advantages 334

Debt Disadvantages 335

Equity Financing 335 Equity Financing: Pros and Cons 335

Where and How to Find Capital That Works for You 336

Having an Excellent Business Plan Goes a Long Way 336

Family and Friends 339

Peer-to-Peer Lending 339


Financial Institutions and Dimensions of Credit 339

Community Development Financial Institutions 341

Venture Capitalists 342

Angel Investors 343

Insurance Companies 344

Vendor Financing 344

Federally Supported Investment Companies 345

Financing for Rural/Agricultural Businesses 345

Self-Funding: Bootstrap Financing 345

Accessing Sources Through Online Networking 346

Investors Want Their Money to Grow: Can You Make It Happen? 346

How Stocks Work 347

How Bonds Work 348

Unit 3 Show Me the Money: Finding, Securing, and Managing It—Liu’s Sweet Treats 361

UNIT 4 Operating a Small Business Effectively 365

Chapter 11 Addressing Legal Issues and Managing Risk 366 Business Legal Structures 367

Sole Proprietorship 367

Partnership 368

Corporation 369

Tips for Entrepreneurs Who Want to Start a Nonprofit Organization 372

Contracts: The Building Blocks of Business 374

Working with an Attorney 374

Drafting a Contract 375

Letter of Agreement 376

Breach of Contract 376

Small Claims Court 376

Arbitration 376

A Contract Is No Substitute for Trust 376

Commercial Law and the Entrepreneur 377 The Uniform Commercial Code (UCC) 377

The Law of Agency 378

Bankruptcy 378

Protecting Intangible Assets: Intellectual Property 380

Trademarks and Service Marks 380

Copyright 381

Electronic Rights 382

Patents 384

Protecting Tangible Assets: Risk Management 384

Insurance Protects Your Business from Disaster 384

Basic Coverage for Small Business 385

How Insurance Companies Make Money 386

Protect Your Computer and Data 387

Disaster Recovery Plans 387

Licenses, Permits, and Certificates 388

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