Preface
Thank you for using Portolese, Bonner, & Krause’s Entrepreneurship v2.0. We think you will enjoy its conversational style, multimedia content, and wealth of information.
Whether you are an instructor or a student, by using this book, you are becoming a part of the low-cost textbook revolution! Instructors can customize this book by rearranging, adding, deleting, or editing its content. We are using technology to make textbooks less expensive and more relevant for our students.
The goal of this book is to provide accessible and practical content for students hoping to start their own businesses at some point in their careers. Even if this isn’t your goal as a student, this text will provide you with a basis for innovative thinking that can be applied to any field you find yourself working in.
Other unique features of this book include . . .
A focus on service-oriented businesses
Small-business examples that make concepts engaging and relatable
Multimedia content in every chapter to engage visual learners
Captivating opening cases focused on smaller businesses and start-ups
“What Would You Do?” callout boxes that pose real-life challenges and questions to readers
“Leveraging” callout boxes that explain how to leverage outside resources to make business decisions
Interactive end-of-chapter activities
These pedagogical components and features make the book easy to read and understand, while still maintaining an academic focus.
Organization
The organization of this book is intuitive and follows the process entrepreneurs go through to start a new business.
The first part of the book, called “The Idea,” addresses the basics of entrepreneurship in Chapter 1 “What Is Entrepreneurship?”. Chapter 2 “Understanding the Basics of Business” focuses on the basics of business, presenting baseline information that will be important to understanding the next steps of developing a business. Chapter 3 “How Do I Determine a Good Idea and Opportunity?” presents methods for generating business ideas, as well as strategies for narrowing those ideas and focusing on the one with the most potential.
The second part of the book, called “Entrepreneurship Planning,” teaches readers how to develop the business plan they’ll need to obtain funding for a new business venture. Chapter 4 “How Do I Write a Marketing Plan?” focuses on marketing analysis, Chapter 5 “How Do I Perform Financial Analysis?” on understanding the financials of a business, and Chapter 6 “How Do I Write an Operational Plan?” on the operational aspects of a business. Chapter 7 “How to Write a Management Plan” addresses the management aspects of a business, and Chapter 8 “How to Put Together a Business Plan” discusses how to assemble the business plan and market the business idea.
The third part of the book, which includes Chapter 9 “How Do I Manage Change?” and Chapter 10 “Handling Human Resources”, addresses “Entrepreneurship Execution.” This section covers planning, managing change, and dealing with various internal and external factors involved in starting a business.
The fourth and final section of the book, “Growing and Sustaining Your Business,” addresses how to grow a business in Chapter 11 “How Do I Grow My Business?” and how to plan for the future of a business in Chapter 12 “Planning for the Future”.
Features
Each chapter contains a number of innovative features to engage students:
Opening cases: The opening case at the beginning of each chapter introduces the content of the chapter by presenting a specific small business case. Insight from these cases will provide useful baseline knowledge for the rest of the chapter.
Learning objectives by section: Instead of presenting a long list of learning objectives at the beginning of each chapter, we divide learning objectives by section and define key terms for every section in the book.
“How Would You Handle It?”: These scenarios will help students develop the critical thinking skills necessary for solving entrepreneurial problems.
Multimedia: Use of multimedia content in each chapter allows readers to identify visually with specific concepts presented in the chapter.
Figures: Clear and focused visuals in each chapter illustrate key strategic concepts in entrepreneurship.
Interactive activities: Every chapter includes interactive activities. These activities guide readers through the development of a business plan, while teaching the critical thinking and teamwork skills necessary for a successful business venture.
What’s New in Version 2.0
Any revision of a book since 2020 has to address the impact of the global pandemic of COVID-19. The pandemic that spread worldwide impacted all organizations and employees and has had profound effects on the business world. In entrepreneurship, the pandemic shows that entrepreneurs cannot predict the changes that may come along in the business world. Yet, every entrepreneur has to be creative and think on their feet. Therefore, every chapter of the book is updated with considerations introduced by COVID-19 to the workplace. While COVID-19 is still impacting businesses large and small, and the effects of the pandemic are ever-evolving, the additions to the book give you some ideas about how to handle structural shifts in the entrepreneur’s world.
In addition, while COVID-19 has had an enormous influence on everyone, including small business owners, the following changes have also been introduced in version 2.0:
Appendix A “Start Your Business Resources ”: A new mini-chapter that provides students with resources and tools to help them start their businesses. This appendix addresses the business model canvas and business plan templates and provides self-assessments to help students identify skills and abilities to make their business plan a success.
Appendix B “Social Media Marketing”: A new mini-chapter on Social Media Marketing is included where students are guided through the process of leveraging the power of social media for their new business venture.
COVID-19 is addressed in each chapter to help students think about the impacts of major external events and how to respond effectively to these challenges and plan for contingencies.
Every chapter has been revised for new and updated research, data, and statistics.
End-of-chapter cases have been added to aid students in applying practical skills learned to real scenarios.
Supplements
Entrepreneurship v2.0 is accompanied by a robust supplements program that augments and enriches both the teaching and student learning experiences. The authors personally prepared all of the supplements to ensure accuracy and to ensure full alignment with the book’s narrative. Faculty should contact their FlatWorld sales representative or FlatWorld support at support@flatworld.com for more information or to obtain access to the supplements upon adoption.
Sample Syllabi
Sample syllabi based on either 16-week or 10-week terms provide useful templates that help new adopters transition from their current course textbook to Human Resource Management. Faculty can download the syllabi from the FlatWorld website or they can be obtained by contacting your local FlatWorld representative or FlatWorld support (support@flatworld.com).
Instructor’s Manual
The Instructor’s Manual (IM) includes Learning Objectives and an outline for each chapter. The IM also features possible responses to case discussion questions which encourage students to more deeply engage with course material.
PowerPoint Slides
PowerPoint Slides organized by chapter include a concise and thorough outline, a list of Learning Objectives, and figures and tables contained in the text. These slides work well for both face-to-face and online learning environments, enliven lectures, and stimulate class discussions. Adopters can use the slides as composed to support lectures or customize and build upon them to suit their particular teaching goals.
Test Item File
The Test Item File (TIF) includes more than fifty questions per chapter in multiple-choice, fill-in-the-blank, and essay-question formats. All answers are provided, including possible responses to the essay questions. The items have been written specifically to reinforce the major topics covered in each chapter and to align with FlatWorld Homework and in-text quiz items. The Test Item File questions are also available in pre-formatted form for easy export into popular learning management systems such as Canvas or Blackboard.
Test Generator—Powered by Cognero
FlatWorld is pleased to provide a computer-generated test program powered by the leading assessment provider Cognero to assist instructors with selecting, randomizing, formatting, loading online, or printing exams. Please contact your local FlatWorld representative or FlatWorld support (support@flatworld.com) for more information or to request the program.
FlatWorld Homework
FlatWorld Homework is provided in an easy-to-use interface. Multiple choice, fill-in-the-blank, matching, and other question types are available for use and are all auto-gradable. Students who utilize the homework questions should see their performance improve on examinations that are given using the Test Item File questions that accompany this book.
Online Quizzes and Flashcards
Autograded Quiz questions and Flashcards for student self-evaluation are organized by chapter and section and embedded in the online version of the book. Students can use the Quizzes and Flashcards to test their comprehension by section as they read and learn, once they have completed a chapter, or for test review.
We are confident that you will enjoy reading this book as much as we enjoyed writing it for you, the instructors, professors, and students. Please feel free to send us a personal email if you have questions or comments about the text. Best wishes for a great semester or quarter!
Laura, Ellensburg, WA, laura.portolese@cwu.edu
Julie, Seattle, WA, julie.bonner@cwu.edu
Jackie, Ellensburg, WA, jaclyn.krause@cwu.edu