Starting a business is personal -- Make smart choices: consider your options -- Beating the odds: getting it right from the beginning -- Building a powerful business strategy -- Purpose, promise, and principles: the cornerstones of your business -- Marketing and sales strategy -- People matter -- Protecting your business, your ideas, and yourself -- Where will you locate your business? -- From humble beginnings to great enterprises -- Pricing and process -- More practical advice -- A bundle of resources

Presents tips and advice for creating a new business, utilizing the author's experience in creating her own successful business to guide readers in planning, funding, promotion, pricing, and self-evaluation