| Description |
1 online resource (189 p.) |
| Contents |
Intro -- Introduction -- PART A Unlocking an idea -- 1 Turning ideas into opportunities -- Pandemic legacy -- Health and safety -- Going digital -- Buying locally -- Spotting ideas -- Product ideas -- Service ideas -- Market ideas -- Radical ideas -- Assessing commercial potential -- Potential risks -- Capturing the market -- Operating constraints -- Financial projections -- Creating a blueprint -- Summary -- 2 Start-up essentials -- Legal structure -- Sole proprietorship -- Partnership -- Proprietary company -- Trust -- Australian Business Number -- Registering a name -- Choosing a name |
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Company name -- Business name -- Domain name -- Trademark -- Tax File Number -- Australian Business Licence Information Service -- Premises -- Working from home -- Serviced office -- Business incubator -- Setting up commercial premises -- Insurance -- Public risk insurance -- Fire and property insurance -- Business continuation insurance -- Insuring a home-based business -- Employing staff -- Fair work system -- Occupational health and safety -- Workers' compensation insurance -- Summary -- 3 Getting help -- Professional advisers -- Legal advice -- Financial advice -- Specialist advice |
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Local support -- Business mentor -- Business enterprise centre -- Trade association -- State and territory support -- Commonwealth support -- Summary -- PART A Reality check: What are the risks? -- External risks -- Compliance risk -- Technology risk -- Economic risk -- Political risk -- Dependence risk -- Internal risks -- Planning risk -- Marketing risk -- Deliverable's risk -- Liquidity risk -- Personal risk -- Feedback -- PART B Unlocking a marketing strategy -- 4 Marketing strategy -- Understanding customers -- Finding a market niche -- Positioning a business -- Products and services |
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Promotion -- Pricing -- Distribution -- Marketing mix -- Summary -- 5 Traditional marketing -- In-house communications -- Publicity -- Sponsorship -- Traditional advertising -- Yellow pages -- Newspaper -- Classified ads -- Display ads -- Magazines -- Radio -- Television -- Outdoor advertising -- Personal selling -- Summary -- 6 Digital marketing -- Importance of digital marketing -- Email marketing -- Social media marketing -- Types of platforms -- Popular platforms -- Marketplaces and directories -- Your own website -- Online advertising -- Mobile marketing -- Summary |
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PART B Reality check: Can the target market be captured? -- Anticipated demand -- Market size -- Market growth -- Market stability -- Commercial lifespan -- Spinoffs -- Market acceptance -- Need -- Recognition -- Compatibility -- Complexity -- Distribution -- Market strength -- Differentiation -- Value -- Customers -- Suppliers -- Competitors -- Feedback -- PART C Unlocking an operating strategy -- 7 Service operations -- Diversity and growth in services -- Promoting services -- Unique challenges -- Competition -- Pricing -- Hospitality services -- Food and beverage operations |
| Notes |
Description based upon print version of record |
|
Food and beverage management |
| Subject |
Small business -- Australia -- Management
|
|
Small business -- Management.
|
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Australia.
|
| Form |
Electronic book
|
| ISBN |
9781000889987 |
|
100088998X |
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