Preface Acknowledgements About the Authors Part 1. Entrepreneurship is a Life Skill Chapter 1. Practicing Entreprenuership 1.1 Entrepreneurship Requires Action and Practice 1.2 Entrepreneurship May Be Different From What You Think 1.3 Types of Entrepreneurship 1.4 Entrepreneurship Is A Method Not a Process 1.5 The Method Involves Creating the Future - Not Predicting It 1.6 The Key Components of the Entrepreneurship Method 1.7 Entrepreneurship Requires Deliberate Practice 1.8 How This Book Will Help You Practice Entrepreneurship Chapter 2. Activating an Entrepreneurial Mindset 2.1 The Power of Mindset 2.2 What is Mindset? 2.3 The Self-Leadership Habit 2.4 The Creativity Habit 2.5 The Improvisation Habit 2.6 The Mindset As The Pathway to Action Part II. Creating and Finding Opportunities Chapter 3. Creating and Recognizing New Opportunities 3.1 The Entrepreneurial Mindset and Opportunity Recognition 3.2 Opportunities Start With Thousands of Ideas 3.3 Four Pathways To Opportunity Identification 3.4 Opportunities Through Alertness, Prior Knowledge and Pattern Recognition 3.5 From Idea Generation To Opportunity Recognition Chapter 4: Using Design Thinking 4.1 What is Design Thinking? 4.2 Design Thinking As A Human-Centered Process 4.3 Design Thinking Requires Empathy 4.4 The Design-Thinking Process: Inspiration, Ideation, Implementation 4.5 Needs Discovery Technique #1: Observation 4.6 Needs Discovery Technique #2: Interviewing 4.7 Variations Of The Design-Thinking Process Chapter 5. Building Business Models 5.1 What is A Business Model? 5.2 The Four Parts of A Business Model 5.3 The Customer Value Proposition (CVP) 5.4 Different Types Of CVPs And Customer Segments 5.5 The Business Model Canvas (BMC) Chapter 6. Developing your Customers 6.1 Customers and Markets 6.2 Types of Customers 6.3 Customer Segmentation 6.4 Target Customer Group 6.5 Customer Personas 6.6 Customer Journey Mapping Process 6.7 Market Sizing Chapter 7. Testing and Experimenting New Ideas 7.1 Experiments: What They Are and Why We Do Them 7.2 Types of Experiments 7.3 A Deeper Look at Prototypes 7.4 Hypothesis Testing & the Scientific Method Applied to Entrepreneurship 7.5 The Experimentation Template 7.6 Interviewing for Customer Feedback Chapter 8. Developing Networks and Building Teams 8.1 The Power of Networks 8.2 The Value of Networks 8.3 Building Networks 8.4 Virtual Networking 8.5 Networking to Build the Founding Team Part III. Evaluating and Acting on Opportunities Chapter 9. Creating Revenue Models 9.1 What is A Revenue Model? 9.2 Different Types of Revenue Models 9.3 Generating Revenue From "Free" 9.4 Revenue and Cost Drivers 9.5 Pricing Strategies 9.6 Calculating Prices Chapter 10. Planning for Entrepreneurs 10.1 What is Planning? 10.2 Planning Starts with a Vision 10.3 Plans Take Many Forms 10.4 Questions to Ask During Planning 10.5 The Business Plan Debate 10.6 Tips for Writing Any Type of Plan Chapter 11. Learning From Failure 11.1 Failure and Entrepreneurship 11.2 The Failure Spectrum 11.3 Fear of Failure 11.4 Learning From Failure 11.5 Getting Gritty: Building a Tolerance for Failure Part IV. Resourcing New Opportunities Chapter 12. Bootstrapping and Crowdfunding for Resources 12.1 What is Bootstrapping? 12.2 Bootstrapping Strategies 12.3 Crowdfunding Versus Crowdsourcing 12.4 Crowdfunding Startups and Entrepreneurships 12.5 The Four Contexts for Crowdfunding 12.6 A Quick Guide to Successful Crowdfunding Chapter 13. Financing for Startups 13.1 What is Equity Financing? 13.2 The Basics of Valuation 13.3 Angel Investors 13.4 Venture Capitalists (VCS) 13.5 Due Diligence Chapter 14. Navigating Legal and IP Issues 14.1 Legal Considerations 14.2 Types of Legal Structures 14.3 Legal Mistakes Made by Startups 14.4 Intellectual Property (IP) 14.5 Global IP Theft 14.6 Common IP Traps 14.7 Hiring Employees Chapter 15. Engaging Customers Through Marketing 15.1 What is Entrepreneurial Marketing 15.2 The Basic Principles of Marketing 15.3 Building a Brand 15.4 Marketing Tools for Entrepreneurs 15.5 Creating Your Personal Brand Chapter 16. Supporting Social Entrepreneurship 16.1 The Role of Social Entprenreneurship 16.2 Social Entrepreneurship and Wicked Problems 16.3 Types of Social Entrepreneurship 16.4 Capital Markets for Social Entrepreneurs 16.5 Social Entrepreneurs and Their Stakeholders 16.6 Differences Between Social Entrepreneurship and Corporate Social Responsibility 16.7 Social Entrepreneurship and Audacious Ideas 16.8 Global Entrepreneurship Glossary Supplement A - Financial Statements and Projections for Startups Supplement B - The Pitch
Heidi Neck, PhD, is a Babson College professor and the Jeffry A. Timmons Professor of Entrepreneurial Studies. She is the academic director of the Babson Academy, a dedicated unit within Babson that inspires change in the way universities, specifically their faculty and students, teach and learn entrepreneurship. The Babson Academy builds on Neck's work starting the Babson Collaborative, a global institutional membership organization for colleges and universities seeking to increase their capability and capacity in entrepreneurship education, and leading Babson's Symposia for Entrepreneurship Educators (SEE), programs designed to further develop faculty from around the world in the art and craft of teaching entrepreneurship and building entrepreneurship programs. Neck has directly trained more than 3,000 faculty around the world in the art and craft of teaching entrepreneurship. She has taught entrepreneurship at the undergraduate, MBA, and executive levels. Neck is a past president of the United States Association of Small Business and Entrepreneurship (USASBE), an academic organization dedicated to the advancement of entrepreneurship education. Her research interests include entrepreneurship education, the entrepreneurial mindset, and entrepreneurship inside organizations. An award-winning educator and author, her textbook Entrepreneurship: The Practice and Mindset (2017) was awarded Breakthrough Book of 2017 by SAGE and the 2018 Most Promising New Textbook award by the Textbook & Academic Authors Association. Neck is the lead author of Teaching Entrepreneurship: A Practice-Based Approach (Elgar), a book written to help educators teach entrepreneurship in more experiential and engaging ways. Additionally, she has published 45+ book chapters, research monographs, and refereed articles. Neck has been recognized for teaching excellence at Babson for undergraduate, graduate, and executive education. She has also been recognized by international organizations the Academy of Management and USASBE for excellence in pedagogy and course design. For pushing the frontiers of entrepreneurship education in higher education, The Schulze Foundation and the Entrepreneur and Innovation Exchange awarded her Entrepreneurship Educator of the Year in 2016. Dr. Christopher P. Neck is an associate professor of management at Arizona State University, where he held the title "University Master Teacher." From 1994 to 2009, he was part of the Pamplin College of Business faculty at Virginia Tech. He received his PhD in management from Arizona State University and his MBA from Louisiana State University. Neck is author or coauthor of 22 books, including Self-Leadership: The Definitive Guide to Personal Excellence (2017, Sage; 2nd ed., 2019); Get a Kick Out of Life: Expect the Best of Your Body, Mind, and Soul at Any Age (2017, Clovercroft); Fit to Lead: The Proven 8-Week Solution for Shaping Up Your Body, Your Mind, and Your Career (2004, St. Martin's Press; 2012, Carpenter's Sons); Mastering Self-Leadership: Empowering Yourself for Personal Excellence (6th ed., 2013, Pearson); The Wisdom of Solomon at Work (2001, Berrett-Koehler); For Team Members Only: Making Your Workplace Team Productive and Hassle-Free (1997, Amacom Books); and Medicine for the Mind: Healing Words to Help You Soar (4th ed., Wiley, 2012). Neck is also the coauthor of an introductory entrepreneurship textbook, Entrepreneurship (Sage, 2017; 2nd ed., 2020), and an introductory organizational behavior textbook, Organizational Behavior (Sage, 2017; 2nd ed., Sage, 2019). Dr. Neck's research specialties include employee/executive fitness, self-leadership, leadership, group decision-making processes, and self-managing teams. He has submitted over 100 publications in the form of books, chapters, and articles in various journals. Some of the outlets in which Neck's work has appeared include Organizational Behavior and Human Decision Processes, Journal of Organizational Behavior, Academy of Management Executive, Journal of Applied Behavioral Science, Journal of Managerial Psychology, Executive Excellence, Human Relations, Human Resource Development Quarterly, Journal of Leadership Studies, Educational Leadership, and The Commercial Law Journal. Neck is the deputy editor of the Journal of Leadership and Management. Due to Neck's expertise in management, he has been cited in numerous national publications, including the Washington Post, the Wall Street Journal, the Los Angeles Times, the Houston Chronicle, and the Chicago Tribune. Dr. Neck was recently voted a semifinalist (out of 140 nominations) for the prestigious international 2020 Baylor University Cherry Award for Great Teaching. Neck was also the recipient of the 2007 Business Week Favorite Professor Award. Dr. Neck has taught over 60,000 students during his career in higher education. Neck currently teaches a mega section of Management Principles to approximately 900 students at Arizona State University. Neck was the recipient of the 2020 John W. Teets Outstanding Undergraduate Teaching Award (voted by W. P. Carey students). Neck also received the Order of Omega Outstanding Teaching Award for 2012 awarded to one professor at Arizona State University by the Alpha Lamda chapter of this leadership fraternity. His class sizes at Virginia Tech reached 2,500 students. He received numerous teaching awards during his tenure at Virginia Tech, including the 2002 Wine Award for Teaching Excellence. Also, Neck was the 10-time winner (1996, 1998, 2000, 2002, 2004, 2005, 2006, 2007, 2008, and 2009) of the "Students' Choice Teacher of the Year Award" (voted by the students for the best teacher of the year within the entire university). Some of the organizations who have participated in Neck's management development training include GE/Toshiba, Busch Gardens, Clark Construction, the United States Army, Crestar, American Family Insurance, Sales and Marketing Executives International, American Airlines, American Electric Power, W. L. Gore & Associates, Dillard's Department Stores, and Prudential Life Insurance. Neck is also an avid runner. He has completed 12 marathons, including the Boston Marathon, New York City Marathon, and the San Diego Marathon. In fact, his personal record for a single long-distance run is 48 miles. Emma L. Murray completed a bachelor of arts degree in English and Spanish at University College Dublin (UCD) in County Dublin, Ireland. This was followed by a higher diploma (Hdip) in business studies and information technology at the Michael Smurfit Graduate School of Business in County Dublin, Ireland. Following her studies, Emma spent nearly a decade in investment banking before becoming a full-time writer and author. As a writer, Emma has worked on numerous texts, including business and economics, self-help, and psychology. Within the field of higher education, Emma worked with Dr. Christopher P. Neck and Dr. Jeffery D. Houghton on Management (Wiley, 2013); an introductory entrepreneurship textbook, Entrepreneurship (Sage, 2017; 2nd ed., 2020); and an introductory organizational behavior textbook, Organizational Behavior (2017; 2nd ed., Sage, 2019). She is the author of The Unauthorized Guide to Doing Business the Alan Sugar Way (2010, Wiley-Capstone) and the lead author of How to Succeed as a Freelancer in Publishing (2010, How To Books). She lives in London.