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From behind home plate, Jason Klein and Casey White look proudly at the Reading Phillies' flamethrower Phillippe Aumont. It's not his high-priced arm they're admiring, It's what he's wearing. "They're the only team with pink on their uniforms," White says.
Two years ago I had an idea for a website. I decided to leave a well paying job, invest all of the money I made post college, and began to start the terrifying journey of building a company. Today, I want to share the ten most powerful things I learned about turning that idea into a business at a time when the economy was at its worst, and capital was scarce. Many of the tips I'm sharing with you were passed down from others who were kind enough to share their experiences and insight with me.
Making customers happy is the key to an entrepreneur's single most important job--identifying, finding, and keeping customers, says the founder of one of the country's premier direct-mail businesses. Company owners must devise a system for maintaining rapport with buyers even as the business grows, the author advises. Included are suggestions for doing so, such as selecting the right products for the right customers and offering money-back guarantees.
At a time when branding is more important than ever for entrepreneurs, Lillian Vernon, the doyenne of direct-mail retailing, talks about branding herself to reach her customers. In the past half century, the strategy has enabled her company to get valuable publicity, as well as more easily extend its product line and weather times of crisis, the author writes.
Marketing creatively will enable entrepreneurial retailers to prosper in difficult or changing times, writes the founder of a venerable direct marketing company. The author offers examples of creative marketing from the company's half century in business.
When you run the biggest golf resort in the world and you bring a weak game, you play. Early and often, night and day. That's what Ken Chu did when he became vice-chairman of Mission Hills Group. The company opened the first course on what is now a sprawling 12-course club in Shenzhen, China, in 1994, and is building a 10-course venue in Hainan, the southern Chinese island Beijing is backing a tourism hub.
The founders of a provider of outsourced information technology services advise that entrepreneurial companies maximize trust with vendors.
The author, a distinguished global expert on negotiations, argues the Knowledge Revolution makes it especially easier for both sides of a negotiation to gain. With this Revolution comes a revolution in decision making and dispute resolution, leading to networks of negotiation.
Market research results can help an entrepreneur change company behavior. To that end, this author recommends a ten-step plan for tapping the power of focus groups to conduct research that is immediately actionable.
What a difference a month makes. Roughly four weeks ago, the Dow was at an 18-month high, Wall Street's fear gauge, the VIX , was at a three-year low
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