So You Want to Start a Business?

作者:Hess, Edward D./ Goetz, Charles F.

页数:224

出版时间:2008-8

价格:$ 24.85

isbn号码:9780137126675

具体描述

"Hess and Goetz present a roadmap for how to avoid the things that can cause you to stumble and how to build a business the right way." --JEFF ZEIGLER, CEO, TechTurn.com, Austin, TX "When I started my graphic design business, I knew I had enough talent to impress and keep my clients, but I struggled with the day to day running of the business. So, You Want To Start A Business? is the blueprint I needed to get organized and put all the right things in place." --KORY BAILEY, Owner, Creative Counterpart Build the Successful Company You've Always Wanted to Own! * Avoid the 8 disastrous operational mistakes that kill new businesses * Walk step-by-step through the entire process of building a winning business * Master 55 amazingly simple rules of business success * For every entrepreneur and potential entrepreneur...no previous business experience necessary! *Launch the winning business you've always wanted!or make more money in the business you've already started! More than 5,000,000 new businesses are started each year!but 70% of them will fail. Now, two renowned experts on entrepreneurship identify the 8 "killer mistakes" that cause most business failures--and give you the knowledge, tools, and hands-on advice to avoid them, so you can build a business that thrives. Unlike other books on entrepreneurship, this book focuses on the crucial operational issues associated with consistent profitability. You'll learn how to identify the right opportunities and customers; design winning products and services; set the right prices; overcome customer inertia; avoid common day-to-day management mistakes; find and keep good employees; and finally, smoothly manage growth. Throughout, the authors draw on real life entrepreneurial experiences, case studies, and leading-edge research. There's nothing theoretical here: This is fast-paced, 100% practical advice you can use to make your business dreams and goals come true--starting right now. What really makes a successful entrepreneur? What they do, how they act...and how to find your best path to business success Get the 3 "Ws" right from the start What will you sell, who will buy it--and why will they buy it? 55 simple, indispensable rules for success What you must know about customers, competitors, and your employees The art and science of managing people, operations, and growth Create processes, set priorities, maximize quality, measure people--and improve every day

用户评价

作为一个在传统行业摸爬滚打多年的管理者，我对任何试图颠覆现有模式的理论都有着天然的好奇心，所以我特别期待这本书能在“创新”和“颠覆”这两个时髦词汇上提供一些深刻的见解，比如如何在新旧产业的交界处找到突破口，或者如何有效管理颠覆性技术带来的内部阻力。然而，这本书对“颠覆”的理解，仅限于“做别人没做过的事”。它完全没有触及到如何在新商业模式与现有监管环境、既有合作伙伴关系之间取得平衡的复杂性。举个例子，如果我要进入一个高度管制的行业，这本书里提供的解决方案竟然是“游说政府”，这听起来像是漫画里的情节，而非现实世界中需要数年合规和资本积累的过程。它对风险的评估轻描淡写得令人发指，似乎所有的潜在障碍都可以通过“积极的心态”来克服。这本书缺乏对商业世界中那些“丑陋”但真实存在的摩擦力的认识，使得它的所有建议都悬浮在半空中，与残酷的市场现实相距甚远。

这本书的排版和设计也极大地影响了阅读体验，简直像是上个世纪的出版物。大量的粗体字和感叹号被滥用于强调那些根本不值得强调的句子，使得文本看起来极其嘈杂和廉价。更糟糕的是，它竟然没有提供任何有价值的案例研究或数据支持。我希望看到的是详细的财务报表分析，或是某家成功公司的初期用户获取成本（CAC）与客户终身价值（LTV）的对比图表，哪怕是一个经过充分论证的行业趋势分析图也好。但这本书里充斥的“案例”要么是匿名的、模糊不清的故事，要么就是作者自己那些微不足道的成功经验，无法从中提炼出任何可以被复制到其他业务场景中的模式。当我需要参考一些外部权威研究或引文时，却发现书中几乎没有规范的引用列表，这让我对作者论断的专业性和客观性产生了深深的怀疑。这根本不是一本指导商业实践的书，更像是一本个人自传的加长版附录。

我必须得说，这本书的叙事节奏处理得极其糟糕，像是把十个毫不相关的讲座拼凑到了一起。开头部分花了将近三分之一的篇幅来描述作者“灵光乍现”的时刻，详尽地描述了他在海边散步时如何“顿悟”了他的商业点子，但对于这个点子本身的商业可行性、目标客户群体画像以及初步的市场测试过程，却只是轻描淡写地提了一笔。接着，画风突变，中间部分突然插入了几章关于“团队建设的心理学”，内容冗长且充满了心理学术语，但这些理论与实际招聘和管理中的冲突与权衡，这本书里完全没有提及，读起来非常割裂。更令人抓狂的是，最后几章突然转向了个人品牌和社交媒体营销的肤浅介绍，仿佛作者在写完核心内容后，突然想起来必须凑够页数，随便拉了一些时髦的概念进来充数。这种东拉西扯、缺乏逻辑主线的写作方式，让读者在阅读过程中很难形成一个连贯的认知框架，每次翻页都像是在期待下一个完全不同的主题出现，非常令人沮丧，完全没有一本严肃商业书籍应有的结构感和严谨性。

这本所谓的“创业指南”简直让人啼笑皆非，感觉作者完全生活在另一个平行宇宙里。我原本满怀期待，希望能在里面找到一些切实的、可操作的商业策略，比如如何进行有效的市场调研，或者在新兴技术领域如何找到真正的蓝海。结果呢？充斥着大量空泛的“正能量”口号，什么“相信你的直觉”、“把你的热情变成金钱”之类的话术，读起来就像是廉价励志卡片上的标语，缺乏任何可以被量化或执行的步骤。我尝试着寻找一些关于财务规划的深度分析——比如如何构建一个可行的现金流预测模型，或者在不同融资阶段应该采取何种估值策略——但通篇下来，唯一的“财务建议”就是“要节俭”，这对于一个打算创建高科技初创公司的人来说，简直是废话。书中对供应链管理、知识产权保护，乃至基本的合同法常识，都避而不谈，仿佛创业只是一场精神胜利法就能成功的游戏。我更倾向于相信，这本书的受众可能只是那些连商业计划书的A/B面都分不清的完全新手，而对于任何已经对商业世界有基本认知的人来说，它提供的价值几乎为零，浪费了宝贵的时间去翻阅这些毫无营养的文字堆砌。

我特别留意了关于“退出策略”和“长期可持续性”的部分，因为这通常是一个成熟创业者必须考虑的关键环节。令人失望的是，这本书对“退出”的讨论只停留在“被大公司收购”这一种单一的、戏剧性的结局上，对IPO的流程、并购谈判中的关键条款，或者即便是公司失败后的平稳清算机制，都完全没有涉及。对于如何构建一个即使创始人离开后仍能持续运转的组织结构，书中给出的建议也极其幼稚，无非就是“雇佣比你更聪明的人”，而没有提供任何关于治理结构（Governance Structure）和关键人才激励机制的实际框架。整本书似乎只聚焦于“启动”和“爆发”这两个瞬间，完全忽略了创业旅程中最漫长、最考验韧性的“运营”和“维持”阶段。对于一个寻求构建百年企业的读者来说，这本书提供的视野实在太短浅了，它更像是一部关于如何点燃火柴的说明书，却对如何维持火堆的燃烧毫无概念。

This book is very well-written in the academic form, but it's really ironic, as entrepreneurial ship doesn't follow the rule. It's a systematic writing, but not inspiring or stimulating by any means. If you are already starting to work on your own enterprise, feel free to use this book to check against you task list.

This book is very well-written in the academic form, but it's really ironic, as entrepreneurial ship doesn't follow the rule. It's a systematic writing, but not inspiring or stimulating by any means. If you are already starting to work on your own enterprise, feel free to use this book to check against you task list.

This book is very well-written in the academic form, but it's really ironic, as entrepreneurial ship doesn't follow the rule. It's a systematic writing, but not inspiring or stimulating by any means. If you are already starting to work on your own enterprise, feel free to use this book to check against you task list.

This book is very well-written in the academic form, but it's really ironic, as entrepreneurial ship doesn't follow the rule. It's a systematic writing, but not inspiring or stimulating by any means. If you are already starting to work on your own enterprise, feel free to use this book to check against you task list.

This book is very well-written in the academic form, but it's really ironic, as entrepreneurial ship doesn't follow the rule. It's a systematic writing, but not inspiring or stimulating by any means. If you are already starting to work on your own enterprise, feel free to use this book to check against you task list.