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Customer Review

on 30 November 2011
As far as business advice books go, this book seems to be aimed at the novice. I think anyone with any degree of business experience, beyond a couple of years, would find less than 20% of the book useful. The back of the book boasts that it is invaluable whether or not you're a sole trader or a bond trader in the city. I would suggest only a start-up sole trader would find the book 'invaluable'.

The book is clearly ghost written and has the feel of being hastily cobbled together to provide a vehicle for a number of Dragon's Den anecdotes. There are a couple of real world case studies related to 'proper' businesses however they actually seem out of place in a book of this type. What input Mr Bannatyne has had into the writing of the book I don't know but I would imagine it was brief. Advice within the book ranges from 'make a good first impression' to 'keep an eye on your costs'. There's even a reminder to manage your staff. This is not groundbreaking.

Interestingly in the section 'Mistake - being flattered by turnover' Mr Bannatyne states in bold letters 'if you don't know the difference between revenue and profit, the scale of your ignorance is enormous'. A few pages later however, when illustrating cash flow and comparing two companies each with revenues of £120K and profits of £36K he says 'Company A and Company B both produce an annual turnover of £36K'. Shouldn't that be profit? Like a wise man once said, if you don't know the difference between revenue and profit.......
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