In this groundbreaking textbook approach to the study of entrepreneurship, Robert Mellor brings to the non-specialist not only the crucial issues of the field that they will need to know, but also bridges the gap between business knowledge and expert knowledge from other disciplines. The textbook provides relevant and targeted specialist chapters aimed towards a variety of fields - from sustainable industries, information technology; healthcare, biotechnology, as well as the musical and creative industries. Key entrepreneurship concepts that are covered include:- the theories and tools of creative thinking- market research - intellectual property protection- relevant economics
Chapters 3–5 detailed some of the factors to be put into the business plan (Chapter 6), but the business plan is a written document and is thus rather static. In order to impress potential investors and others that you are to be taken seriously, verbal and other associated personal presentation skills are important. This chapter illustrates this – that the point of presentations is to effectively communicate the ideas in one persons head to one or several other people in such a way that they understand the idea – and can respond positively – as near to totally as possible.
Getting the Message Across
Various forms of communication can be used to get the message across. These almost always involve verbal techniques, but ...