2 of 2 people found the following review helpful
5.0 out of 5 stars
Differentiate yourself and secure finance for your business, 1 Feb. 2012
I like the book: The evolving case study works, the writing style is refreshingly straightforward, and - above all - it provides wise, practical advice.
Gloomy economic times are a good time to be setting up a new business. If you can make it work in this environment then your business is likely to benefit from a competitive advantage when economic growth returns. However, you have to secure finance to set up your business. Whether this your own money or raised from a third-party you need a compelling business case for the investment.
When times are tough, investors will only finance those businesses that they can easily understand and which have a high chance of success. So you need to develop your business case with investors' needs in mind; What do they want to know rather what do you want to tell them?
Just as when you sell your product or service, you have to differentiate yourself AND your business in the minds of investors to raise finance. Simply having a great product or service is not sufficient. This insightful book - rare in its genre - walks you though how to do just this.
This is a book that's well worth reading and having on your shelf even if your business idea is an early dream at this stage.