On your mark -- Think -- Introduction -- Taking the plunge : get ready to be an entrepreneur -- Good idea! how to get an idea for your business -- Good timing : should you launch your business full or part time? -- Build it or buy it? starting a business vs. buying one -- Plan -- Choose your target : defining your market -- If you build it, will they come? conducting market research -- The name game : naming your business -- Make it legal : choosing a business structure -- Plan of attack : creating a winning business plan -- It's official : don't forget licenses and permits -- New chapter 12 : protect yourself : understanding patents, trademarks and copyrights -- Call in the pros : hiring a lawyer and an accountant -- Fund -- All in the family : financing starts with your friends and relatives -- Nothing ventured, nothing gained : how to find and attract investors -- Looking for loans : the ins and outs of debt financing -- Fed funds : how to get government loans -- Get set -- Prepare -- What's your deal? negotiating successfully -- Site seeking : choosing a location for your business -- Bring it home : starting a homebased business -- Looking good : creating a professional image -- Stock answers : the lowdown on inventory -- It's in the mail : setting up mailing systems and shipping accounts -- Charging ahead : offering your customers credit -- Cover your assets : getting business insurance -- Staff smarts : hiring employees -- Perk up : developing an employee benefits plan -- Buy -- Buyer's guide : business equipment basics -- Play it safe : tech security and privacy -- Business 24/7 : using technology to boost your productivity -- Net works : building your company website -- Keep in touch : using technology to stay connected -- Drive time : the inside scoop on buying or leasing a car -- Go -- Market -- Brand aid : building a brand -- Marketing genius : advertising and marketing your business -- Net sales : online advertising and marketing -- Talking points : how to promote your business -- Sell it! : effective selling techniques -- Now serving : offering superior customer service -- Profit -- Keeping score : the basics of bookkeeping -- Making a statement : how to create financial statements -- On the money : effectively managing your finances -- Pay day : how to pay yourself -- Tax talk : what you need to k now about your taxes -- Succeed -- It's about time : time management -- Second wind : learning from your failures -- Appendix A: business resources -- Appendix B: government listings -- Appendix B: small-business-friendly banks.