Introduction xi1 A New Economic Reality Entrepreneurial Mothers 11. Motherhood: Reclaiming the Title and Living the Dream 42. Defining Success 52 Business Planning 71. Making the Business Profitable 82. Components of Your Business Plan 112.1 Executive summary 122.2 Mission, vision, and values statements 122.3 Corporate structure 142.4 Company history 152.5 Product pricing 152.6 Target market analysis 162.7 Competitor analysis 182.8 Industry analysis 192.9 Management plan 192.10 Strategic alliances 232.11 Marketing strategies 232.12 Production processes 232.13 Distribution strategies 242.14 SWOT analysis 252.15 Operations plan 252.16 Financial plan 253. Review Your Business Plan 29iv The Entrepreneurial Mom's Guide to Running Your Own Business3 Intellectual Property 311. Patent 322. Copyright 333. Trade Secret 334. Trademark 345. Monitoring Your Intellectual Property 364 Building Your Dream Team 381. Childcare Network 382. Computer Expert 393. Banker 394. Graphic Designer 405. Virtual Assistant 406. Vendors 407. Media Connections 408. Your Community 419. Bookkeeper and Accountant 4110. Commercial Lease Agent 4111. Lawyers 4111.1 Finding a lawyer to help you set up your business 435 Hiring and Managing Your Team 441. Finding Good Employees 452. Interviewing Potential Employees 463. References 484. Evaluations 495. Motivating Employees 516. Using Virtual Staff 537. When Trouble Arises 548. Termination 556 Research 571. Sourcing Raw Materials 592. Sourcing Manufacturers 593. Reducing Costs on Every Level 604. Learning to Automate Your Business 61Contents v7 Finding Money to Go Forward 671. Going to the Bank 672. Finding a Business Partner 692.1 Negotiating the partnership agreement 723. Factoring 754. Professional Investors 764.1 Negotiating a shareholder's agreement 805. Finding the Right Investor 856. Managing Your Money 876.1 Understand cash flow 876.2 Have a plan for when a cash crisis strikes 886.3 When tough times hit 897. Learn to Negotiate 918 Your Marketing Plan 961. Budget for Your Marketing 962. Build Your Brand 973. Tools for Planning Your Marketing Initiatives 983.1 Website 983.2 Search engine optimization 993.3 Social media 1003.4 Blogs 1023.5 Celebrity gifting suites 1033.6 Trade shows 1033.7 YouTube 1043.8 Podcasts 1053.9 Email marketing 1053.10 Online reviews 1063.11 Awards 1063.12 In-person networking 1074. Building Your Own Public Relations Campaign 1084.1 Media kit 1104.2 Press pages 1129 Preparing a Sales Plan 1161. Forecasting Sales 116vi The Entrepreneurial Mom's Guide to Running Your Own Business2. Cold Calling 1193. Terms of Sale 1194. Credit Policy 11910 Managing Your Relationships 1211. Remember Your Spouse's Place in Your Life 1212. Keeping Things Good between You and Your Business Partner 1253. Customer Relations 1284. Setting Boundaries 12911 Strategizing Your Time 1321. Delegate Responsibility 1342. Get Organized! 1352.1 Little black book 1372.2 Action folder 1372.3 Prevention is key 1373. The Importance of Balancing Your Life and Work 1383.1 Tuning into Your Body 14312 Your Exit Strategy 1461. Selling Your Business 1472. The Power of Choice Going Forward 149Appendix I: Your Toolkit 151Appendix II: Resources 155Case Studies1 Case Study: Baby Gourmet Foods Inc. 622 Case Study: Using Professional Investors 933 Case Study: Disney's Marketing 1124 Case Study: The Brazilian Wax Specialist 130Samples1 Job Description 212 SWOT Analysis 263 First Year Cash-Flow Projection 304 Press Release 111
