The essential step by step guide to starting or growing a new business. Starting with the essential of clarifying the business idea, progressing onto different types of markets, target audiences, the reasons why people buy, examining the product or service benefits and finding the right solutions. How to get the marketing mix right, what is your unique selling proposition and the importance of the service ingredients. Key hints and tips for effective social media marketing and exploiting internet marketing. Creating financial forecasting models through cash flow, profit and loss statements and the balance sheet. Finally bring it altogether to produce a business plan. The book is illustrated with personal examples of getting it right and clearly wrong. Avoid common mistakes to capitalise on this wealth of experience and knowledge to improve your chances of success. Benefit from my start up experience and mentoring of hundreds of early stage ventures and the thousands of graduate start ups. The book will equip you with everything to effectively get started or build a business. Essential reading for the entrepreneur. An ideal accompaniment for courses in enterprise. It is a perfect guide for the graduate entrepreneur, designing a new business, but equally will provide the foundations for school or college courses to explain the stages involved in structuring a new business. Jerry Allen has 25 years as an entrepreneur with 7 Start Ups, a host of consultancy projects supporting growing businesses. He now shares this knowledge and experience as Assistant Director at the Centre for Innovation Imagination and Inspiration at University of Greenwich, London, this book is perfect toolkit for early stage and growing entrepreneurs.