Brash, frequently assertive counsel for aspiring proprietors from the founder of David's Cookies and other once-small businesses. Not too surprisingly, Liederman focuses on retailing in general and food-related ventures in particular. Nor is he at all shy about drawing on his own experiences in the store-front cookie trade or extolling the putative joys of franchise operations. For the most part, however, the author's cocksure caveats and canons are applicable to a broad range of start-up possibilities. Liederman covers familiar ground, albeit in refreshingly contrary fashion. While reviewing pre-plunge preparations, for example, he concedes the necessity of a business plan (mainly for prospective backers), but discounts its value on the grounds that anyone with access to a personal computer and spreadsheet can knock out a spuriously specific document. In like vein, the author enjoins would-be entrepreneurs to think small at the outset and to pay attention to details. Against-the-grain advisories on raising capital, dealing with landlords, mounting promotion campaigns, exploiting market opportunities, personnel practice, and related subjects will also serve most beginners well. An assured, down-to-earth briefing on the risks as well as rewards of enterprise--and a generally sound choice for collections not already overstocked with similar guides.