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Written in a lively and engaging style, this text provides a personal road map to success in entrepreneurship, guiding the reader through the marketplace – through trends, target customers, promotion, spreadsheets, and franchise opportunities – all the way to owning and operating a small business. Upon completion of the steps, the students will have a complete business plan that clearly evaluates and illuminates the opportunity for entrepreneurial success. The focus continues to be small business start-up and success, and the text is supported by pedagogy that encourages student enthusiasm.
