Start-Up Entrepreneur The book named Start-Up Entrepreneur was originally published in the 1986 and was written by a famous author James R Cook. Chapters in the book are written from a viewpoint to...

Grow Your Business, by Mark Henricks (Entrepreneur Media).
short papers (3-4 pages) summarizing the book






Start-Up Entrepreneur The book named Start-Up Entrepreneur was originally published in the 1986 and was written by a famous author James R Cook. Chapters in the book are written from a viewpoint to support individuals build their own companies into huge enterprises. The chapters in the book not only suggest ways to start and develop an enterprise but also define some of the success factors that can help entrepreneurs keep going and help them diversify their growing enterprises. The book provides its readers with expert advice on the initial moves of making or breaking into a profitable business. The author of the book discussed about various types of enterprisers and pays his respect to all kinds of enterprisers, who are already successful like manager of General Motors Alfred P. Solan, who was creative enough to turn the business into a successful enterprise. The major portion of the book highlights the concern of the author about the people who try to bring in the improved or innovative products into the market and focus on the perceiving market gaps or the unsatisfied or ever changing needs and wants of the customers, which is quite different from the existing services of products in the market. The author tries to encourage young people who either work for other small businesses or enterprises or have their own small businesses. To do so Mr. Cook, the author of the book represents an autobiographical thread. He highlights his own story to encourage others and provides them with practical experiences and instances that can help them succeed in whatever tasks the people who want to become entrepreneurs undertake. The author comes up with his own example stating that he was an insurance agent in a small town known as Minnesota, but he aspired to start his own servicing and manufacturing company. The author neither have much experience or knowledge of the field nor enough resources to start-up his own business. He without thinking much simply entered the business. He although did not enjoy much success. But he continued his efforts to succeed in the business. His experience here highlights persistence. Despite of several failed attempts he tried and tried until he reached his goals. The author also highlights the fact that it is important to come up with products and services that are different from what the competitors have to offer in the market. If one product does not sell enough in the market or is going through bad times, it is the responsibility of an entrepreneur to think of an alternative product that will help to keep the sales of the business. The people who have started their businesses must make wise investments to ensure that they are able to grab the potential the market has. Diversifying the business turns out to be a beneficial move for most of the business owners. The author provides some very useful piece of advice to the beginners such as the process of diversification must be handled with utmost care. The author also highlights that investments should be made carefully. Small enterprise owners must consider the fact that the investments they make should not depend on the interest rates. The book also sheds light on the other major aspect of successful businesses i.e. marketing. The author says that small businesses will remain small and will never be able to grow if they do not focus on their marketing strategies. The expert says that people having start-up businesses succeed or fail in their efforts depending upon the skills they have to market what they manufacture or what they provide as a service. It has been highlighted through the book that marketing is one of the most important aspects of a successful business and individuals must think on improving their marketing skills and should try to be better than the competitors in every possible way. Moreover, the author also tries to highlight the fact that entrepreneurs must be aware of the opportunities the market may bring to them as well as of the threats that other established players may pose for the growth and development of their business. It is suggested through the book that start-up entrepreneurs must closely watch out for what other established players have to offer. Also, focusing on the long-term objectives of the business is much more important than focusing on the short-term objectives of the business. The author clearly states in his book that it is not a piece of cake to set up an enterprise and be entrepreneurs. It takes a lot of hard work and persistence with skills like efficient marketing, wise investments and careful diversifications to succeed and to achieve what is desired. The book provides an insightful look at the hardships and highlights what all it takes to be an entrepreneur. The book also helps in the selection and starts up procedure of a new enterprise and identifies the keys that may be required for successful development of the business. Some common problems have been discussed here to help the beginners learn from practical experiences and include information about the hard times a business might face, information about the taxes and skills and techniques required to sell a business or the products and services owned by the business. The book has proved to be extremely beneficial for young and ambitious individuals who need to get started with their own businesses. Through this book they can easily understand the initial rules for success and survival. The book also highlights the 25 must haves that every individual must know to succeed. Author has made appreciable efforts to highlight the initial dos and don’ts that young and ambitious individuals who aspire to have their own businesses need to focus on to succeed and then enjoy that success for the rest of their lives. The initial rules of success and survival mentioned by the author in the book will turn out to be extremely beneficial for individuals who have the capability to turn their dreams into reality.