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This comprehensive step-by-step guide takes you through the critical business planning issues of company strategy: What's your Identity? Marketing issues: Who are the buyers? Product/Service issues: What are you selling? Sales and promotion issues: How do you sell? and financial issues: How are you doing?

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Library Journal Review

Gumpert, a senior editor of Inc. magazine, has prepared a valuable guide ``designed to take the mystery out of business plans and guide executives of smaller growing companies step-by-step toward writing a successful business plan.'' The author describes the business plan as a ``selling document,'' designed to sell the business and its executives to potential backers including investors, bankers, and partners. Gumpert describes the plan's components, using examples, and offers practical advice on its preparation. Of added benefit is the inclusion of examples of business plans from Pizza Hut, Celestial Seasonings, People's Express, Software Publishing, and Ben & Jerry's Ice Cream. This work is an important addition to the literature of entrepreneurship, and its business plans and case studies will also be of interest to college students.-- Lucy Heckman, St. John's Univ. Lib., Jamaica, New York (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.