MAKING IT BIG ON YOUR OWN: How to Start, Finance, and Manage a New Business in the '80s by John J. Tarrant

MAKING IT BIG ON YOUR OWN: How to Start, Finance, and Manage a New Business in the '80s

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A paean to the joys of entrepreneurship, aimed at young adults putatively engaged ""in a constructive rebellion against bigness in industry."" At the outset, Tarrant lauds the psychic, financial, and related rewards of going it alone in the world of commerce. He identifies fields where business opportunity should continue to knock during the current decade--offbeat apparel, computer software, alternative energy sources, food, health care, leisure, etc.--and provides a ration of self-testing material that's supposed to help individuals determine their proprietary aptitudes. (At least one pair-preference quiz is reminiscent of the corporate qualification exams pilloried by William Whyte in The Organization Man.) Also covered are such germane topics as the pros and cons of incorporation versus partnerships or sole proprietorships--and, more sketchily: tax advantages, preparation of business plans (for prospective backers as well as personal use), the conduct of public relations campaigns, personnel policy, budgeting, capital sources, and the like. What's missing, though, is an examination of the inherently risky aspects of actually being engaged in enterprise, from unresponsive vendors to computer frauds (or failures)--not to mention double-digit interest rates, unemployment-affected markets, uninsured casualty losses, and changes in demand patterns. See instead McVicar and Craig, above, or the earlier works cited there.

Pub Date: May 11th, 1981
Publisher: Playboy--dist. by Harper & Row