PART ONE: ENTREPRENEURS, IDEAS AND PLANS: THE BASIS OF SMALL BUSINESS -- Small Business: Its Opportunities and Rewards -- Small Business Ethics: A Key to Long-Term Success -- Small Business Entrepreneurs: Characteristics and Competencies -- Small Business Ideas: Creativity, Opportunity, and Feasibility -- Appendix: A Sample Feasibility Study: Pet Élan -- Small Business Entry: Paths to Part-Time Entrepreneurship -- Small Business Entry: Paths to Full-Time Entrepreneurship -- Small Business Strategies: Imitation with a Twist -- Appendix: 5 Steps to an Industry Analysis: Retail Shoe Store -- Business Plans: Seeing Audiences and Your Business Clearly -- Appendix: Example Cover Letter and Re;sume; -- PART TWO: MARKETING IN THE SMALL BUSINESS -- Small Business Marketing: Product and Pricing Strategies -- Small Business Promotion: Capturing the Eyes of Your Market -- Small Business Distribution and Location -- Marketing Plans: Saying How You'll Get Sales -- Appendix: A Marketing Plan: PizzMo.

PART 3: CASH, ACCOUNTING, AND FINANCE IN THE SMALL BUSINESS -- Small Business Accounting: Projecting and Evaluating Performance -- Cash: Lifeblood of the Business -- Appendix: Completing a Bank Reconciliation -- Small Business Finance: Using Equity, Debt, and Gifts -- Assets: Inventory and Operations Management -- Small Business Protection: Risk Management and Insurance -- Appendix: Economic Order Quantity -- Appendix: Time Value of Money and Discounted Cash Flow Analysis.

PART 4: MANAGEMENT AND ORGANIZATION IN THE SMALL BUSINESS -- Legal Issues: Recognizing Your Small Business Needs -- Human Resource Management: Small Business Considerations -- Achieving Success in the Small Business -- Cases -- 1 Brothers Going Separate Ways or Not? -- 2 G & R Garden Center: Lawn Care Services Division -- 3 Real Estate Millionaires of Memphis -- 4 Big Business in a Small Rural City -- 5 The Ambitious College Kid Who Just Can't Wait -- 6 The Grande General Store, Est. 1948: It's Time to Sell -- 7 The Computer Guru: A One-Man Show or an Empire? -- 8 The Old Timer's Woodstove Shop -- 9 The House of Wine: Grand Opening -- 10 Saunders and Company, Inc., An International Entrepreneurial Enterprise -- 11 S & Z East Coast Importers -- 12 The Wallingford Bowling Center -- 13 Parker Mountain Products, Inc. -- 14 Nate Mower & Son, Residential Plumber(s) -- 15 The Landlords: Investments in Commercial Real Estate -- 16 Richard Harris and Harris Homes -- 17 The House of Wine (revisited) -- 18 Eli Associates: Professional Writers, Speakers, Consultants -- 19 Wayne Manor Comix -- 20 The Daughter of the Immigrant.