THE ENTREPRENEUR'S GUIDE: How to Start and Suceed in Your Own Business

Agreeable jabber about going into business from the Yum Yum Donut chain king, with heavy emphasis on ""do you have what it takes"" and ""what you should do with it."" Holland presents the prospective entrepreneur with lots of questions--and suggests that some aspirants would be better off not trying. He offers wellworn advice on Choosing a Business that happens to be somewhat contradictory--fill a need (a soda-pop chain is too specialized), specialize (""At the time the Midas muffler concept was created, the idea of having a store that sold nothing but mufflers sounded crazy""). With reference to his experience and others', he points out details that must be mastered (leases, signs, location, production, scheduling, etc.) and pitfalls to be avoided (over-extending credit, problems of partnerships and franchises). All of this, however, comes under the category of general observations, not concrete guidance. On the subject of money problems, for example, Holland suggests sticking with the business and being honest with creditors; he says little about how to project needed cash or how to get it. He suggests hiring congenial employees and setting an example for them to follow; he doesn't discuss payroll taxes and other employer obligations. Some common sense, some instructive tales (e.g., the problems of competing donut stores that tried to diversify too fast), some harmless preaching. For implementation, see Dana Shilling's Be Your Own Boss (1983).