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Introduction 1
1 Find a niche 5
Profile: Giles Henschel, founder of Olives Et Al
2 Choose a good name 13
Profile: Ross Lee, founder of The Barcode Warehouse
3 Be clear what you are trying to achieve 21
Profile: Thea Green, founder of Nails Inc
4 Get a mentor 29
Profile: Sanjay Bhandari, founder of Farmacia Urban Healing
5 Do proper research 37
Profile: Adam Pritchard, founder of Pomegreat
6 Find a business that can be scaled up 45
Profile: Oliver Brendon, founder of ATD Travel Services
7 Protect your idea 53
Profile: Laura Tenison, founder of JoJo Maman Bebe
8 Make sure the numbers add up 61
Profile: Loyd Hitchmough, founder of Cheshire Cookers
9 Get your timing right 69
Profile: Jan Smith, founder of EOL IT Services
10 Test your commitment 77
Profile: Annabel Karmel, founder of Annabel Karmel group
11 Learn to love technology 85
Profile: Richard Downs, founder of Iglu.com
12 Think twice before parting with equity 93
Profile: Justine Cather, founder of Burnt Sugar
13 Don't assume your customers will find you 101
Profile: James Murray Wells, founder of Glasses Direct
14 Think big 109
Profile: Hilary Devey, founder of Pall-Ex
15 Make it easy for luck to strike 117
Profile: James Hibbert, founder of Dress2Kill
16 Learn how to sell 125
Profile: Robyn Jones, founder of Charlton House
17 Start networking 133
Profile: Neil Duttson, founder of Duttson Rocks
18 Build a strong team around you 141
Profile: Sean Phelan, founder of Multimap
19 Learn from your mistakes 149
Profile: David Speakman, founder of Travel Counsellors
20 Accept that it willalways take longer than you think 157
Profile: Edward Perry, founder of Cook
Appendix: Useful websites 165
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