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Everyday Entrepreneurs

A Sugar-free, Dragon-slaying start-up guide for the simple small business

By Ken Horn

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About the Author

Ken Horn

Over the course of ten years, business advisor Ken Horn has helped thousands of people successfully run their own business. With his help they have turned interests and skills into long-term, flourishing businesses - not setting out to conquer the world like contestants on The Apprentice or Dragons' Den, but reaching freedom and financial security by delivering traditional services in existing ... Read more on Ken Horn

Contents Listing

INTRODUCTION

PART ONE: STUFF BEFORE YOU START
1. The most exciting thing about being self-employed
2. Targets, vision and values
3. The overnight business trial
4. Not just about world domination
5. What are you really selling?
6. A government health warning

PART TWO: THE NITTY GRITTY
7. Do you need a business plan?
8. How to create a business plan
9. What type of business do you want (or need)?
10. What makes for a successful business name?
11. Using protection
12. Home and headquarters

PART THREE: MONEY MUMBO JUMBO
13. Getting funding
14. Profit and loss
15. The man in the bowler hat
16. Money management

PART FOUR: HOW TO REALLY SELL
17. The non-coat-based approach
18. Clipboards, moustaches and more
19. Finding out who your customers are
20. The market vacuum
21. Constructing a powerful proposition
22. Benefits or features?
23. USP? Not for me!
24. Offer + value = price
25. The sales process
26. The value of bacon sarnies
27. Social media and SEO
28. Word of mouth
29. Posters, flyers and POS
30. Press and media
31. Launch events
32. Advertising

CONCLUSION: Repeatrepeatrepeat
INTRODUCTION

PART ONE: STUFF BEFORE YOU START
1. The most exciting thing about being self-employed
2. Targets, vision and values
3. The overnight business trial
4. Not just about world domination
5. What are you really selling?
6. A government health warning

PART TWO: THE NITTY GRITTY
7. Do you need a business plan?
8. How to create a business plan
9. What type of business do you want (or need)? ...

Jacket Text

If you want to start your own airline, this book isn't for you.

This is the business book for everyone tired of being told they have to have the next big thing in order to make a living running their own firm. It's the down-to-earth, insider's guide to starting a great business that thrives - without having to takeover the world. Or dance to Lord Sugar's tune. Or go cap-in-hand to the Dragons.

Author and business advisor Ken Horn has helped thousands of people to be a success running their own business, reaching freedom and financial security not by winning the Big Business Idea Lottery but simply through delivering traditional services in existing markets.

Bringing a master's knowledge of the ins and outs of starting and running a successful small business, Ken:

- strips away the mystery surrounding starting your own business
- packages up the common challenges of starting up and helps readers tackle them
- cuts through the information overload and provides only what you really need to know to launch a small business
- reveals in what order to best tackle things and what can be left till later or ignored entirely.

He also uncovers a whole host of secret shortcuts that are too easily missed - especially when it comes to sales and marketing.

Straight-talking, bursting with examples, packed with inspiration - and promising not to waste a minute of your time - this book is like having a top business mentor on hand throughout your start-up journey. Get going now!

Professional Reviews

"No Silicon Valley-style platitudes to be found here: Ken Horn is an ex-Business Link adviser who has seen hundreds of businesses start, thrive and fail, including his own. Horn is good on the detail you'll need in your early days and has some choice things to say about venture capitalists." - James Hurley, The Times, Entrepreneurs, Book of the Week

"It's a great book for small businesses and startups, full of excellent advice that is targeted to the SME...Horn provides lots of sensible recommendations on business plans for SMEs...A really great little book for anyone starting out in business." - Lucille Redmond, The Market, Enterprise Ireland

"...this book is a life changer for anyone serious about their business. I have read hundreds of entrepreneurial books and this one lands in my top picks." - Wade Danielson, The Entrepreneur's Library


Media Coverage

The Entrepreneur's Library

Q: Will you take a moment to introduce yourself and tell us a little bit about you personally? (0:36)

A: I am new to the book publishing business but have been in the startup community for a good ...

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The Market

Most business books are aimed at big companies. Ken Horn's Everyday Entrepreneurs is an exception. It?s a great book for small businesses and startups, full of excellent advice that is targeted to ...

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The Times: Entrepreneur

No Silicon Valley-style platitudes to be found here: Ken Horn is an ex-Business Link adviser who has seen hundreds of businesses start, thrive and fail, including his own. Horn is good on the detail ...

Read more

The Sun

Banish Ego to Win
By Tim Henning

Dragon's Den and Apprentice wannabes need to put a pin in their egos to be successful in business, says the author of a new book for entrepreneurs.

Ken Horn, 49, ...

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Liverpool Echo

LiverpooL?s Anfield stadium hosts a two-day event this week aimed at helping people start their own business.

Kick Off in Business was launched in 2012 by Ken Horn and has so far helped more than ...

Read more

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