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New Venture Creation

New Venture Creation
An Innovator's Guide to Entrepreneurship

Second Edition

February 2013 | 440 pages | SAGE Publications, Inc

This book is structured around the idea that innovation is at the core of successful entrepreneurship, a necessary first step before writing a business plan or developing a financial model. The beginning of the book is devoted to helping students get the innovative concept down pat. Part I guides students through six elements that comprise a clearly focused venture: defining your target industry, defining your target customers, defining the needs and wants of your target customers, defining your solutions for customers, defining the business model and defining the positioning for your solutions and your business model. After walking students through the venture concept process, the book then dives into the mechanics of implementing the venture concept. Part II focuses on: creating realistic financial projections, creating a concise but powerful business plan, organizing your venture team and creating a compelling pitch. The book concludes with several compelling case studies from the real-world, illustrating the application of ideas presented in the text. The book includes a robust set of pedagogical features:

Learning Objectives help students navigate chapter material

Spotlight on Innovation boxes highlight engaging examples of successful entrepreneurs

Exercises allow students the opportunity to apply chapter material

Tips give students practical advice for succeeding in today's marketplace

Numerous examples, tables, and figures.

1. Defining Your Industry Focus and the Type of Business You Want to Start
2. Defining the Target Customer: Users and Buyers
3. Defining the Needs of Target Customers: Getting Into Their Hearts and Mind
4. Defining Solutions for Customers: Developing a Product Line and Services Strategy
5. Defining the Business Model for a Venture
6. Positioning and Branding a Venture in the Marketplace
7. A Reality Check on the Venture Concept and the Business Model
8. Financial Sources for Startups and Corporate Ventures
9. Projecting the Financial Performance and Requirements for the Venture
10. Organizing the Venture Team
11. Writing the Business Plan!
12. Making the Pitch

Just to be recommended!

Dr Katharina Fellnhofer
Entrepreneurship & Innovation, New Design University
July 6, 2015

This textbook contains a number of useful excercises (some of them can be mid-term assignments), however it does not have relatively short case studies (to be used in classroom) that illustrate individual topics. At the end of the text there is a number of bigger case studies, but these can be solved by students once the whole material is discussed. I would need more ideas on tasks that activate students in the classroom.

Dr Maciej Koczerga
Marketing Strategy, Uniwersytet Ekonomiczny w Poznaniu
May 31, 2015

Please make test bank mac friendly

Dr Carlos J Alsua
McGuire Center for Entrepreneurship, University Of Arizona
November 25, 2015

This is an invaluable text and a must read for all students.

Mr Paul Matthews
Business Administration , University College Birmingham
June 12, 2014


I have adopted and required Introduction to leadership by Northouse for ALL 5 of my courses for FALL 2013 and plan to do the same for ALL 7 of my courses in SPRING 2014. I trust that I am your leading professor for using this text. It is outstanding. Your courage to publish it is appreciated.

Also, I have adopted Introduction to Intercultural Communication ALL 3 of my Intercultural Communication courses this academic year.

I teach business (management & finance), philosophy, communication, and psychology at Foothill College, Evergreen Valley College and the University of Phoenix. I am in search for a philosophy text for one of my Introduction to Philosophy courses at EVC in SPRING 2014.

I am indeed a dedicated SAGE instructor!

Thank you,

prof. douglas threet

Dr Douglas Threet
Manegment Communication, Evergreen Valley College
October 26, 2013

Sample Materials & Chapters

Table of Contents

Chapter 1

Chapter 4

For instructors

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