Section One ^ Getting Started 1
Chapter 1 ^ Setting the scene 3
Game plan 3
The business environment in the new millennium 3
The Shamrock Organization 4
The new self-employed market 5
Defining consulting 6
Working for a consulting firm 9
Case studies 11
Checklist 13
Scorecard 13
Chapter 2 ^ Evaluating your ¢t 14
Game plan 14
Being realistic about consulting 14
Advantages and disadvantages of consulting 15
Characteristics of successful consultants 17
Consulting and the four temperaments 26
So do people enjoy being self-employed? 33
Checklist 34
Scorecard 35
Chapter 3 ^ What type of consulting business are you running? 36
Game plan 36
Why define your business before jumping in? 36
Defining your vision 37
Defining strengths and weaknesses 41
Identifying your unique selling proposition 44
SWOT analysis 46
Establishing key result areas 49
Checklist 57
Scorecard 57
Chapter 4 ^ Establishing your business direction 59
Game plan 59
Writing a business plan 59
Deciding your legal structure 66
Setting objectives 70
Establishing milestones 75
Organizing systems 77
Checklist 78
Scorecard 78
SectionTwo ^ Getting clients 79
Chapter 5 ^ Marketing your business 81
Game plan 81
Creating your marketing plan 81
Conducting market research 83
Establishing marketing objectives 86
Segmenting the market 87
Defining your product or service: the first ‘P’ 89
Deciding your promotional plan: the second ‘P’ 94
Selecting distribution channels: the third ‘P’ 102
Pricing your product: the fourth ‘P’ 107
Creating a marketing schedule 107
Checklist 109
Scorecard 109
Chapter 6 ^ Selling your service 110
Game plan 110
Overcoming your fear of selling 110
Understanding the sales process 112
Establishing sales objectives 115
Evaluating sales communication channels 117
Preparing your 30-second commercial 119
Using the telephone in selling 121
Managing the sales meeting 129
Adjusting your style to maximize sales 134
Writing successful proposals 137
What if the client says no? 141
What if the client says yes? 141
Sample questions to ask 142
Checklist 145
Scorecard 145
Section 3 ^ Gettingmoney 147
Chapter 7 ^ Financing your business 149
Game plan 149
Estimating your start-up and ongoing costs 149
Funding your business in the start-up phase 152
Establishing financial objectives 156
Creating revenue statements 157
Creating cash flow statements 159
Setting your billing rate 161
Using different fee arrangements 166
Collecting fees 172
Limit your exposure to bad debts 172
Charging for sub-contracting 173
Checklist 177
Scorecard 177
Section 4 ^ Getting organized 179
Chapter 8 ^ Organizing your business 181
Game plan 181
Setting up your office space 181
Selecting equipment and support tools 184
Identifying administrative resources 190
Prioritizing between multiple projects 192
Planning your activities 196
Organizing your office work space 201
Establishing organization/administration objectives 205
Checklist 206
Scorecard 206
Chapter 9 ^ Running your business: doing thework! 207
Game plan 207
Formalizing contracts 207
Structure of consulting assignments 209
Consulting project stages 213
Establishing project objectives 220
Checklist 221
Scorecard 221
Chapter 10 ^ Moving intoAction 222
So what will you do now? 222
The Myers Briggs Type Indicator (MBTI) 229
Further reading 235
Index 237
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