Freight Brokerage Business. The Staff of Entrepreneur Media, Inc.

Short and long term. Short-term goals are attainable in a period of weeks to a year. Long-term goals can be for five, ten, or even 20 years; they should be substantially greater than short-term goals but should still be realistic.

      There are several factors to consider when setting goals:

       Income. Many entrepreneurs go into business to achieve financial security. Consider how much money you want to make during your first year of operation and each year thereafter, up to five years.

       Lifestyle. This includes areas such as travel, hours of work, investment of personal assets, and geographic location. Are you willing to travel extensively or to move? How many hours are you willing to work? Which assets are you willing to risk?

       Type of work. When setting goals for type of work, you need to determine whether you like working outdoors, in an office, with computers, on the phone, with lots of people, with children, and so on.

       Ego gratification. Face it: Many people go into business to satisfy their egos. Owning a business can be very ego-gratifying, especially if you’re in a business that’s considered glamorous or exciting. You need to decide how important ego gratification is to you and what business best fills that need.

      e-fyi

      The Online Women’s Business Center has a lot to offer women—and men, too—from answering questions about financing businesses or becoming an international company to finding a mentor. Check it out at www.onlinewbc.gov, which is part of sba.gov.

      The most important rule of self-evaluation and goal-setting is honesty. Going into business with your eyes wide open about your strengths and weaknesses, your likes and dislikes, and your ultimate goals lets you confront the decisions you’ll face with greater confidence and a greater chance of success.

      Figure 2.1. Personal Goals and Objectives Worksheet

      Contents

      ON YOUR MARK . . .

      PART 1

      THINK

      CHAPTER 1

       Introduction

      CHAPTER 2

       Taking the Plunge: Get Ready to Be an Entrepreneur

      CHAPTER 3

       Good Idea!: How to Get an Idea for Your Business

      CHAPTER 4

       Good Timing: Should You Launch Your Business Part or Full Time?

      CHAPTER 5

       Build It or Buy It?: Starting a Business vs. Buying One

      PART 2

      PLAN

      CHAPTER 6

       Choose Your Target: Defining Your Market

      CHAPTER 7

       If You Build It, Will They Come?: Conducting Market Research

      CHAPTER 8

       The Name Game: Naming Your Business

      CHAPTER 9

       Make It Legal: Choosing a Business Structure

      CHAPTER 10

       Plan of Attack: Creating a Winning Business Plan

      CHAPTER 11

       Call in the Pros: Hiring a Lawyer and an Accountant

      PART 3

      FUND

      CHAPTER 12

       All in the Family: Financing Starts with Yourself and Friends and Relatives

      CHAPTER 13

       Nothing Ventured, Nothing Gained: How to Find and Attract Investors

      CHAPTER 14

       Looking for Loans: The Ins and Outs of Debt Financing

      CHAPTER 15

       Fed Funds: How to Get Government Loans

      GET SET . . .

      PART 4

      PREPARE

      CHAPTER 16

      What’s Your Deal?: Negotiating Successfully by Cliff Ennico

      CHAPTER 17

      Site Seeking: Choosing a Location for Your Business

      CHAPTER 18

      Looking Good: Creating a Professional Image

      CHAPTER 19

      Stock Answers: The Lowdown on Inventory

      CHAPTER 20

      It’s in the Mail: Setting Up Mailing Systems

      CHAPTER 21

      Charging Ahead: Offering Your Customers Credit

      CHAPTER 22

      Cover Your Assets: Getting Business Insurance

      CHAPTER 23

      Staff Smarts: Hiring Employees

      CHAPTER 24

      Perk Up: Setting Employee Policies and Benefits

      PART 5

      BUY

      CHAPTER 25

      Buyer’s Guide: Business Equipment Basics

      CHAPTER 26

      Business 24/7: Using Technology to Boost Your Productivity

      CHAPTER 27

      Net Works: Building Your Company Website

      CHAPTER 28

      Keep in Touch: Using Technology to Stay Connected

      GO!

      PART 6

      MARKET

      CHAPTER 29

      Brand Aid: Building a Brand

      CHAPTER 30

      Marketing Genius: Advertising and