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

The Business Plan

The business plan
Robert B.Mellor


The business plan combines many of the topics discussed up to now (e.g. idea, novelty, strategy, judging how attractive a market is and market penetration) into one easily understood document. This chapter details the use and format of that document – the business plan.

Sources of Capital Investment

All start-ups need money. If the time to market is short, then the amount of money will be largely that figuring in the marketing plan (Chapter 5) and the amount will be small. In this case members of the family and social circle (often referred to as Friends, Fools and Family; ‘FFF’) will suffice if backed up by a bank loan. Banks are getting more flexible and improving their performance in supporting SMEs, ...

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