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211009s2021 xx o ||| 0 eng d |
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|a EBLCP
|b eng
|c EBLCP
|d DST
|d OCLCQ
|d REDDC
|d OCLCO
|d OCLCL
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| 019 |
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|a 1272994838
|a 1276858369
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|a 9781119802655
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|a 1119802652
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|a (OCoLC)1273979268
|z (OCoLC)1272994838
|z (OCoLC)1276858369
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|a HD62.7
|b .M333 2022
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|a 658.022
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| 049 |
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|a UAMI
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|a McCarthy, Barry C.
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|a Small Business Revolution
|h [electronic resource] :
|b How Owners and Entrepreneurs Can Succeed.
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| 260 |
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|a Newark :
|b John Wiley & Sons, Incorporated,
|c 2021.
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| 300 |
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|a 1 online resource (253 p.)
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| 500 |
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|a Description based upon print version of record.
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|a Cover -- Title Page -- Copyright Page -- Contents -- Introduction -- Chapter 1 The Small Business: You Are a Very Big Part of America -- We're in Your Corner -- Seismic Events -- The Small Business Revolution -- Leader to Leader -- You May Be Thinking This -- Companion Site -- You Are Part of a Worthy Tradition -- This Guide Can Also Help You to Start a Business -- How SBR Analyzed Businesses, and How This Book Is Organized -- Chapter 2 Why? Tough Questions, Tough Decisions -- When a Hobby Becomes a Business -- When It's Right to Be Brutal -- Course Corrections -- Seeing the World as It Really Is -- Four Crucial Decisions -- Decision 1: Change Nothing or Decide to Change Something -- Decision 2: Make All the Mistakes Yourself or Learn from Others -- Decision 3: Follow the Recipe, or Strike Out on Your Own -- Decision 4: Bag It Early, or Push on Through -- Be Like a Duck -- Work-Life Integration -- Put Your Mask on First -- Chapter 3 Crucial Numbers -- Back-Pocket Accounting -- One-Sheet Accounting -- Revenue -- Expenses -- Income -- Cash Flow -- 100-Foot Level -- Hobby Hell -- The Balance Sheet -- Lengthen the Time Span -- Let's Do Some Basic Analysis -- Cost of Goods Sold -- What's Your Capacity and True Market Demand? -- Golden Ratios -- SCORE Mentoring Program -- Chapter 4 Concentric Circles -- About You -- About Your Co-Workers -- Have a Sandwich -- Testing, Testing -- Your Brand -- You Have One, Whether You Know It or Not -- What Your Brand Is Not -- What Is Your Brand, Then? -- What It's Like to Work with a Good Brand Specialist -- Logos -- Mood Boards -- Your Brand as a Choice -- Reduce Risk by Testing -- Chapter 5 Getting Visible -- 16 Common Mistakes Business Owners Make with Their Online Presence -- Mistake #1: Not Having a Website to Begin With -- Mistake #2: Having a Site That Doesn't Even Do the Minimum.
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|a Mistake #3: Not Arranging Things So That Updates Are a Breeze -- Mistake #4: Having an Awful Domain Name -- Mistake #5: Paying Too Much for a Website -- Mistake #6: Paying Too Little for a Website -- Mistake #7: Your Site Is Broken, as Far as Many Visitors AreConcerned -- Mistake #8: Your Site Looks Awful on Mobile Devices -- Mistake #9: Your Site Looks Okay, But It Takes Forever to Appear After Someone Types in Your Address -- Mistake #10: You Have Typical Stock Images on Your Site -- Mistake #11: You Don't Get to the Point Quickly -- Mistake #12: Your Site Does Not Include Links to "Terms of Service" and "Privacy Policy" Pages -- Mistake #13: You Don't Have Your Site Backed Up -- Mistake #14: You Have Ineffective Passwords and Proceduresfor Them -- Mistake #15: You Do Not Keep Your Website or Computer Updated -- Mistake #16: You Don't Have an Online Form on Your Site, But Instead Rely on People Contacting You Through Your Email Address -- Two Big Visibility Boosters -- Visibility Booster #1: Organic Search -- Visibility Booster #2: Paid Search -- Chapter 6 Bringing in Business -- A Chiropractor's Secret -- Community-Based Business-Building Methods -- Other Physical Business-Building Methods -- Online Methods -- The Most Dangerous Number in Business -- Chapter 7 The Craft of Persuasion -- 11 Principles of Business Persuasion -- Principle #1: Speak to One Person -- Principle #2: Get to Know Your Customer More Than You Do Today -- Principle #3: Know Your Competition and Find a Way to Outclass Them -- Principle #4: Write Like You Talk, and Talk Like a Friend -- Principle #5: Own a Phrase in Your Customers' Heads -- Principle #6: Talk about the Benefits of Benefits -- Principle #7: Prove Every Assertion -- Principle #8: Explain Who Is Not Right for Your Product or Service -- Principle #9: Reverse the Risk -- Principle #10: Remove Speed Bumps to the Sale.
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|a Principle #11: Don't Be Boring -- Chapter 8 Relationships -- The Contact -- The Thread -- Name Capture -- Turning a Lead into a Prospect -- When Prospects Become Customers -- Lifetime Value of Customers -- Where You Keep Customer Data -- Testimonials -- Awards and Other Recognition -- Chapter 9 Vulnerabilities -- Your Physical Locations -- Business Risks -- Your Competition -- Chapter 10 The Power of Email -- What Are You Sitting On? -- "Email is spammy." -- "Email marketing is so yesterday. The world has moved on." -- "I can write, but I'm not a writer." -- "My customers are on social media." -- Yet Another Key Reason for You to Take Email Marketing Seriously -- When to Use Email Marketing for Maximum Effect -- Major Use #1 for Email: Name Capture -- Major Use #2 for Email: Segmentation -- Another Way to Segment -- Major Use #3 for Email: Automatic Relationship Building -- The Mechanics of Good Email Marketing -- "I don't want to give out my personal email to anyone -- that's a prescription for even more spam." -- You Need an ESP -- Chapter 11 The Right Way to Use Social Media -- Social Media Myths and Realities -- "My customers are not on social media." -- "Social media is not a serious media channel. After all, we have people posting what they ate for lunch, and doing pouty-lip selfies." -- "I hate social media, and it's painful for me to use it." -- So Many Platforms, So Little Time -- The Thing About Twitter -- How Do I Determine Which Social-Media Platforms I Should Start With? -- How Often Should My Business Be Posting? -- What Tools Exist That Can Help Me with This Whole Area? -- Be Careful About Photography -- How Do I Know If I've Found the Right Person toDo Social Media for Me? -- How Do I Measure Success with Social Media? -- Chapter 12 Power Tools -- A Robust Payment System -- Targeted Promotional Merchandise.
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|a Tools for Competitive Intelligence -- Tools for Intelligence on Your Own Site -- This One Will Blow You Away -- Low-Cost Insights -- Using Video Effectively -- Chapter 13 Your Team -- The Question Before the Question -- Your Hiring Process -- Traits We Look for in New Hires -- References -- Alternatives to Hiring -- Chapter 14 Eyes Wide Open -- Small Hinges Swing Big Doors -- When Circumstances Change, Take Time to Think -- Count Yourself In -- Execute on the Fundamentals, Even When They Are Tiresome to You -- Don't Suffer in Silence -- Beware of Shiny Objects -- Epilogue: When to Abandon the Dream? -- Common Causes of Business Failure -- Determining If You Should Abandon the Dream -- If You Decide to Stop -- Notes -- Chapter 1 -- Chapter 3 -- Chapter 4 -- Chapter 5 -- Chapter 6 -- Chapter 7 -- Chapter 8 -- Chapter 10 -- Chapter 11 -- Chapter 12 -- Chapter 13 -- Chapter 14 -- Epilogue -- Acknowledgments -- About the Author -- Index -- EULA.
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| 590 |
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|a ProQuest Ebook Central
|b Ebook Central Academic Complete
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| 650 |
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0 |
|a Small business
|x Finance.
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| 650 |
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0 |
|a Small business
|x Growth.
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| 650 |
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0 |
|a Small business
|x Management.
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| 650 |
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6 |
|a Petites et moyennes entreprises
|x Finances.
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| 650 |
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6 |
|a Petites et moyennes entreprises
|x Croissance.
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| 650 |
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6 |
|a Petites et moyennes entreprises
|x Gestion.
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| 758 |
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|i has work:
|a SMALL BUSINESS REVOLUTION (Text)
|1 https://id.oclc.org/worldcat/entity/E39PCXDQycT3WKvmWkBGxKFT3P
|4 https://id.oclc.org/worldcat/ontology/hasWork
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| 776 |
0 |
8 |
|i Print version:
|a McCarthy, Barry C.
|t Small Business Revolution
|d Newark : John Wiley & Sons, Incorporated,c2021
|z 9781119802648
|
| 856 |
4 |
0 |
|u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=6730598
|z Texto completo
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|b EBLB
|n EBL6730598
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| 994 |
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|a 92
|b IZTAP
|
