Hire Yourself, the Startup Alternative

Possibly the best available entrepreneurial guide for the man or woman who wants to start his or her own business, and doesn't know where to start. Heavy on civilized marketing methods. Covers how to find or create a profitable product; how to position it; and how to create customers, and influence them to buy.

Later chapters show how to reduce the cost of acquiring or producing the product by selecting the most economic manufacturing methods and materials. Also covered are patents, and how to attain market exclusivity without one; how to design the essential sell-sheet, and how to create effective publicity and advertising.

The author, a seasoned entrepreneur, has founded 15 small businesses. He offers this advice: Never trust a success author who has not suffered at least one or two significant business failures.