Michael Masterson 
The Reluctant Entrepreneur 
Turning Dreams into Profits

Intelligent strategies for starting and growing a small business
with minimal personal financial risk

A comprehensive guide for entrepreneurs from one of the most
successful business creators in recent years, The Reluctant
Entrepreneur: Turning Dreams into Profits addresses the fears
and misconceptions that many people have about starting their own
businesses, walking prospective owners through the necessary
decisions they need to make before even putting a business plan in
place.

Presenting solid, reliable strategies based on author Michael
Masterson’s own successful practices, and debunking some common
illusions entrepreneurs have about their businesses, the book is a
vital resource for anyone looking to avoid the pitfalls that
threaten fledgling companies.

* Packed with insights from an entrepreneur who has launched and
sold dozens of business, presented in a lively and conversational
style

* Some 600, 000 new businesses are launched each year and with an
uncertain economy, more and more people are looking for a stream of
income separate from their 9 to 5 job

* Filled with highly applicable advice that budding and
professional entrepreneurs can start using immediately

Essential reading for small business owners and both first time
and established entrepreneurs, The Reluctant Entrepreneur
presents the smart strategies on starting and growing a small
business that can make launching your own company a cinch.

Inhaltsverzeichnis

Foreword

Acknowledgments

Introduction

Introduction

Chapter One: What, Exactly, Is a Reluctant Entrepreneur?

Chapter Two: The First Question You MUST Be Able to Answer

Chapter Three: What It Takes to Be a Successful Reluctant Entrepreneur

Chapter Four: Hatching the New Business: Overcoming Fear and Taking Action

Chapter Five: The Magic Happens When You Hire Superstars

Chapter Six: Mastering the Art of Business Relationships

Chapter Seven: How to Become a Marketing Genius

Chapter Eight: Maintaining Control of Your Growing Business

Chapter Nine: Leadership: Keeping Your Vision Alive

Chapter Ten: Build Your Business Like a Go-Cart

Appendix

About the Author

Index

Über den Autor

MICHAEL MASTERSON is not your typical businessman. An ex-Peace Corps volunteer, he never took a class in business, doesn’t read the business press, and hates to talk business. He spends his spare time writing poetry, collecting fine art, and practicing Brazilian Jiu Jitsu. His neighbors call him a bohemian. But he’s also an entrepreneur. He started his first business when he was eleven years old, and in the forty-five years that have elapsed since then, he has started or co-started dozens of successful businesses. The author of numerous business books, several of them New York Times and Wall Street Journal bestsellers, Masterson consults for private clients and writes the Palm Beach Letter, a newsletter for individual investors.