Chapter Outline

Introduction

Chapter 1—Getting into the Game
This chapter introduces the reader to the goals and trials of entrepreneurship, provides information on how to execute the start-up phase of a new business, and outlines entrepreneurial alternatives to self-production

• Put Your Dream into Action
• Start-up Phase
• Sell Your Innovative Product
• Other Alternative: Sell the Manufacturer’s Product

Chapter 2—The Wake-Up Call: Market Research
This chapter outlines several different ways to conduct market research for a product and explains the purpose and meaning of the gathered data.

• Competition
• Marketability
• Profit Potential
• Target Market
• An Approach to Conducting Exceptional Marketing Research
• Tools for Conducting Exceptional Market Research
• Interactive Web Tools
• People to People

Chapter 3—Create Your Protective Shield
Patents are vital for protecting intellectual property, but not every idea needs, or is even applicable for, a patent. Chapter 3 gives the process for obtaining a patent and the reasons why a patent isn’t right for every product.

• The Value of Intellectual Property
• Types of Protective Shields
• Patentability? Will Your Invention Pass the “Scissors” of the USPTO Examiner?

Chapter 4—Idea to Product
A prototype is vital for gathering data on a product’s public reception or testing for flaws before production. This chapter discusses various ways of obtaining a product as well as packaging options for optimum protection and aesthetic design.

• Design Drawing
• Prototyping
• Who needs a prototype?
• Methods of Product Prototyping
• Homemade Prototype
• Presentation Prototype
• Pre-production Prototype
• What to do when you receive your prototype
• Packaging
• Designing Your Packaging
• Use a Professional
• Go It Alone
• Fair Packaging and Labeling Act
• The Importance of Protective Packaging
• The Magic of Color
• Color Psychology
• The Pantone® Color System and PMS colors

Chapter 5—Finding Your Manufacturing Partner Overseas
Chapter 5 gives a process for searching overseas manufacturers, including tips for attending foreign trade shows and successfully working with translators.

• Why China?
• Beginning Your Search
• During the Search

Chapter 6—Identify the Right Players
Chapter 6 is the “screening test,” ways to assure that an manufacturer is a valid business while avoiding the time and expense of flying overseas to visit their factories. These tests are applicable to US businesses as well as overseas businesses.

• Narrowing the Playing Field
• Getting Serious with Your Finalists

Chapter 7—The Art of Doing Business in China
Dealing with another culture can be a trying experience. In this chapter, I give tips for Americans interacting with Chinese businessmen, including but not limited to etiquette of greeting, dining customs, and presenting company gifts.

Chapter 8—Your Product Distribution Channels
Once a product is manufactured, the retailer hierarchy system limits the range of stores it can successfully be sold in. A high-end department store will not carry a product if it is also sold at dollar stores. This chapter discusses sales, pricing, and how to pick retailers for a product.

• Distribution Channels
• Sales Representatives
• Distributors
• Retailers
• Pricing

Chapter 9—Get the Word Out
Proper advertising goes a long way in boosting product sales. Chapter 9 discusses outlets for marketing in various types of media.

• Marketing Campaigns

Chapter 10—Boot Camp
Sometimes entrepreneurs must prepare their businesses like a general prepares for battle. This chapter gives a “boot camp” with terminology, strategies, and expectations for importing products.

• The Marketplace is a Battlefield

Chapter 11—Become a Bootstrap Winner
With the idea covered from conception to marketing, Chapter 11 gives some final advice and encouragement for the avid entrepreneur.