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Cover of Entrepreneurship

Entrepreneurship

by Michael Laverty and Chris Littel

Published by OpenStax

BusinessCollege

This textbook is intended for use in introductory Entrepreneurship classes at the undergraduate level. Due to the wide range of audiences and course approaches, the book is designed to be as flexible as possible. Theoretical and practical aspects are presented in a balanced manner, and specific components such as the business plan are provided in multiple formats. Entrepreneurship aims to drive students toward active participation in entrepreneurial roles, and exposes them to a wide range of companies and scenarios.

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Attribution

Adapted from Entrepreneurship by Michael Laverty and Chris Littel, published by OpenStax (Rice University) under CC BY-NC-SA 4.0 (https://creativecommons.org/licenses/by-nc-sa/4.0/). Access the original for free at https://openstax.org/details/books/entrepreneurship. Changes: converted to CuraCourse lessons, with interactive practice added.

Table of contents

94 pages in 17 modules. Sign up to read and adopt them.

  1. Preface1 page
    1. Preface
  2. 1The Entrepreneurial Perspective5 pages
    1. Introduction
    2. 1.1Entrepreneurship Today
    3. 1.2Entrepreneurial Vision and Goals
    4. 1.3The Entrepreneurial Mindset
    5. Practice
  3. 2The Entrepreneurial Journey and Pathways6 pages
    1. Introduction
    2. 2.1Overview of the Entrepreneurial Journey
    3. 2.2The Process of Becoming an Entrepreneur
    4. 2.3Entrepreneurial Pathways
    5. 2.4Frameworks to Inform Your Entrepreneurial Path
    6. Practice
  4. 3The Ethical and Social Responsibilities of Entrepreneurs5 pages
    1. Introduction
    2. 3.1Ethical and Legal Issues in Entrepreneurship
    3. 3.2Corporate Social Responsibility and Social Entrepreneurship
    4. 3.3Developing a Workplace Culture of Ethical Excellence and Accountability
    5. Practice
  5. 4Creativity, Innovation, and Invention5 pages
    1. Introduction
    2. 4.1Tools for Creativity and Innovation
    3. 4.2Creativity, Innovation, and Invention: How They Differ
    4. 4.3Developing Ideas, Innovations, and Inventions
    5. Practice
  6. 5Identifying Entrepreneurial Opportunity5 pages
    1. Introduction
    2. 5.1Entrepreneurial Opportunity
    3. 5.2Researching Potential Business Opportunities
    4. 5.3Competitive Analysis
    5. Practice
  7. 6Problem Solving and Need Recognition Techniques6 pages
    1. Introduction
    2. 6.1Problem Solving to Find Entrepreneurial Solutions
    3. 6.2Creative Problem-Solving Process
    4. 6.3Design Thinking
    5. 6.4Lean Processes
    6. Practice
  8. 7Telling Your Entrepreneurial Story and Pitching the Idea7 pages
    1. Introduction
    2. 7.1Clarifying Your Vision, Mission, and Goals
    3. 7.2Sharing Your Entrepreneurial Story
    4. 7.3Developing Pitches for Various Audiences and Goals
    5. 7.4Protecting Your Idea and Polishing the Pitch through Feedback
    6. 7.5Reality Check: Contests and Competitions
    7. Practice
  9. 8Entrepreneurial Marketing and Sales8 pages
    1. Introduction
    2. 8.1Entrepreneurial Marketing and the Marketing Mix
    3. 8.2Market Research, Market Opportunity Recognition, and Target Market
    4. 8.3Marketing Techniques and Tools for Entrepreneurs
    5. 8.4Entrepreneurial Branding
    6. 8.5Marketing Strategy and the Marketing Plan
    7. 8.6Sales and Customer Service
    8. Practice
  10. 9Entrepreneurial Finance and Accounting6 pages
    1. Introduction
    2. 9.1Overview of Entrepreneurial Finance and Accounting Strategies
    3. 9.2Special Funding Strategies
    4. 9.3Accounting Basics for Entrepreneurs
    5. 9.4Developing Startup Financial Statements and Projections
    6. Practice
  11. 10Launch for Growth to Success7 pages
    1. Introduction
    2. 10.1Launching the Imperfect Business: Lean Startup
    3. 10.2Why Early Failure Can Lead to Success Later
    4. 10.3The Challenging Truth about Business Ownership
    5. 10.4Managing, Following, and Adjusting the Initial Plan
    6. 10.5Growth: Signs, Pains, and Cautions
    7. Practice
  12. 11Business Model and Plan6 pages
    1. Introduction
    2. 11.1Avoiding the “Field of Dreams” Approach
    3. 11.2Designing the Business Model
    4. 11.3Conducting a Feasibility Analysis
    5. 11.4The Business Plan
    6. Practice
  13. 12Building Networks and Foundations5 pages
    1. Introduction
    2. 12.1Building and Connecting to Networks
    3. 12.2Building the Entrepreneurial Dream Team
    4. 12.3Designing a Startup Operational Plan
    5. Practice
  14. 13Business Structure Options: Legal, Tax, and Risk Issues9 pages
    1. Introduction
    2. 13.1Business Structures: Overview of Legal and Tax Considerations
    3. 13.2Corporations
    4. 13.3Partnerships and Joint Ventures
    5. 13.4Limited Liability Companies
    6. 13.5Sole Proprietorships
    7. 13.6Additional Considerations: Capital Acquisition, Business Domicile, and Technology
    8. 13.7Mitigating and Managing Risks
    9. Practice
  15. 14Fundamentals of Resource Planning5 pages
    1. Introduction
    2. 14.1Types of Resources
    3. 14.2Using the PEST Framework to Assess Resource Needs
    4. 14.3Managing Resources over the Venture Life Cycle
    5. Practice
  16. 15Next Steps7 pages
    1. Introduction
    2. 15.1Launching Your Venture
    3. 15.2Making Difficult Business Decisions in Response to Challenges
    4. 15.3Seeking Help or Support
    5. 15.4Now What? Serving as a Mentor, Consultant, or Champion
    6. 15.5Reflections: Documenting the Journey
    7. Practice
  17. Appendices1 page
    1. ASuggested Resources