Principles of Entrepreneurship

PA R T O N E CHAPTER Decision to
Decision to Become an Entrepreneur
introduction to
entrepreneurship
Currently in my iPod Norah Jones
Best advice Ive received Be persistent
My biggest worry as an entrepreneur Losing a customer
SARAH SCHUPP
niversity Parent:
The Classic Entrepreneurial Story
As a college student at the University of Colorado (CU), in Boulder, Colorado, Sarah Schupp invited her parents to visit her a couple times a year to see where she was living and see the campus and its various attractions. Although she enjoyed her parents visits, one challenge she always encountered was helping them plan their stay and make it enjoyable. My parents would visit me from Dallas and they wanted to know where to shop, eat, and stay in Boulder, Schupp remembers.1 She always felt hesitant to give her parents too much advice. After all, as a college student she wasnt familiar with the hotels and motels in Boulder, for example, and, as a dormitory resident, didnt know a lot about the restaurants in different parts of town. After muddling through helping her parents plan several visits, it occurred to Schupp that what CU needed was a magazine that would provide parents a directory of hotels, motels, restaurants, and shops to help them plan their trips to Boulder. At the same time that Schupp started thinking about this idea, she was enrolled in the entrepreneurship program at the Leeds School of Business at CU. Fortunately for her, as she was thinking about her idea, she was scheduled to take a business plan course taught by Frank Moyes. Reflecting back on her business idea, Schupp recalls, I knew what I wanted to do, but I didnt know how to do it.2 Schupp entered the class, which required the students to break up into teams, think of a business idea, and prepare a business plan to describe how the idea would be turned into a commercial reality. Schupp became part of a five-person team and persuaded her teammates to help her flesh out her parent magazine business idea. Schupp remembers that the class taught her to look at each step in the business plan carefully. The class culminated with a business plan competitionwhich Schupp and her teammates won. Reflecting back on the class, Schupp remarked, His class (Frank Moyes) is a lot of SARAH SCHUPP work. We won the competition and we didnt even get an A. Founder, University Parent But he really knows what hes doing.3 University of Colorado After the class concluded, Schupp became increasingly BS, Leeds School of Business, 2004 convinced that her idea for a parent-focused university magazine was viable. In talking with the staff of the Office of Parent Relations at CU, she learned that because it is a public entity, the university cant put out a guide that endorses specific businesses. However, university personnel told
Best part of being a student Support from faculty
First entrepreneurial experience Published coupon book for college students
What I do when Im not working Play tennis
PART 1 DECISION TO BECOME AN ENTREPRENEUR
1. Explain entrepreneurship
and discuss its importance.
2. Describe corporate
entrepreneurship and its use in established firms.
3. Discuss three main

reasons people decide to become entrepreneurs.
4. Identify four main

characteristics of successful entrepreneurs.
5. Explain the five common

myths regarding entrepreneurship.
6. Explain how
entrepreneurial firms differ from salarysubstitute and lifestyle firms.
7. Discuss the changing

demographics of entrepreneurs in the United States.
Schupp that if she put together a magazine or guide that was helpful to parents, CU would make it available to parents at university events. After kicking around the idea with her professors at CU and other people as well, she started a company, named University Parent, to produce an advertising-supported magazine for CU parents. To sell ads, she literally went door-to-door among the motels, hotels, restaurants, and shops in Boulder. Many businesses responded positively to her sales effort, largely because they knew the ads would be seen by parents who were from out-of-town and would be looking for a place to eat or stay. She was also able to sell some ads to national advertisers (such as Apple Computer and Marriott) who were interested in targeting college students and their parents. University Parents first issue was published in October of 2003 and was distributed during parents weekend. The issue contained a directory of local motels, hotels, restaurants, and shops, along with a calendar of events and articles of interest to college students and their parents. University Parents first issue was an immediate success, causing CU to invite Schupp to produce three magazines a yearone to be distributed during summer orientation, one during the fall semester, and the other during the spring semester. Through research that Schupp and her teammates conducted during the preparation of University Parents original business plan, they learned that approximately 95 percent of college parents want more information about both the college their child is attending and the community in which it is located. On most campuses there is no publication addressing this set of needs.4 As a result, following her initial success at CU, Schupp approached other universities about her business idea and is now publishing customized versions of University Parent at Colorado State University, Southern Methodist University, Miami University of Ohio, University of Denver, and Kansas State University. Arrangements with several other universities are in the works. At all locations other than CU, the universities mail the magazine to the parents rather than distributing them while the parents are on campus. This approach is particularly attractive to advertisers near those universities. As a rule, universities do not share their mailing lists of parents, so to be able to produce an ad that will be distributed to all the parents of incoming students is very attractive to hotels, motels, restaurants and other businesses in a university town. Schupp feels that her business fills a need and that University Parent is a win for everyone involved. As to her future, Schupp is expanding University Parent, and hopes to be established on 25 campuses in the near future. Ive always wanted to be an entrepreneur, she said. Im just trying to grow the business. Id like to see it be a success.
8. Discuss the impact of

entrepreneurial firms on economies and societies.
As you will see by reading this book, there is something unique about how each entrepreneurial venture is launched. However, there are some common features to all launches, including the fact that each venture is started by one or more entrepreneurs who have recognized an opportunity and who develop a plan for how to shape the opportunity into a viable business. The University Parent example is particularly instructive because Sarah Schupp managed this process very effectively and focused on start-up techniques that are emphasized throughout this book. After she recognized an opportunity, she went about the process of talking to a lot of people and developing a business plan before she won the trust of the people she needed to help her start her firm, started University Parent, launched it with minimal overhead, and executed her idea in an exemplary manner. She also created a business that provides value and benefits for all involved parties. In this first chapter of your book about the successful launching of an entrepreneurial firm, we define entrepreneurship and discuss why some people decide to become entrepreneurs.
9. Identify ways in
which large firms benefit from the presence of smaller entrepreneurial firms.
10. Explain the

entrepreneurial process.
CHAPTER 1 INTRODUCTION TO ENTREPRENEURSHIP
We then look at successful entrepreneurs characteristics, the common myths surrounding entrepreneurship, the different types of start-up firms, and the changing demographics of entrepreneurs in the United States and in other nations throughout the world. We then examine entrepreneurships importance, including the economic and social impact of new firms as well as the importance of entrepreneurial firms to larger businesses. To close this chapter, we introduce you to the entrepreneurial process. This process, which we believe is the foundation for successfully launching a start-up firm, is the framework we use to present the books materials to you.
Introduction to Entrepreneurship
There is tremendous interest in entrepreneurship around the world. Although this statement may seem bold, there is evidence supporting it, some of which is provided by the Global Entrepreneurship Monitor (GEM). GEM, which is a joint research effort by Babson College and the London Business School, tracks entrepreneurship in 35 countries, including the United States. According to the results of the GEM 2005 study, about 330 million, or roughly 14 percent, of adults in the countries surveyed are involved in forming new businesses.5Although many of these new businesses will be extremely small, approximately 3 percent to 17 percent (depending on the country) of new business owners expect to employ 20 or more people within 5 years. These percentages may seem small to you; however, the economic impact of firms this size is significant. In fact, research evidence shows that firms that grow to over 20 people are responsible for up to 80 percent of all new jobs created by entrepreneurs.6 The GEM report also identifies whether its respondents are starting new businesses to take advantage of attractive opportunities or out of necessity. In other words, it tracks whether people are becoming entrepreneurs because they have recognized what they believe is an attractive opportunity or because they believe that becoming an entrepreneur is the most attractive work-related option available to them. Overall, the vast majority of the individuals in the 35 countries surveyed reported they are starting a business to pursue an attractive opportunity. Unfortunately, in the United States, roughly one-third of all new firms fail within the first 2 years, while another 20 percent fail within 4 years.7 These statistics show that while many people are motivated to start new firms, motivation alone is not enough; it must be coupled with good information, a solid business idea, and effective execution to maximize chances for success. In this book, we will discuss many examples of entrepreneurial firms and the factors separating successful ventures from unsuccessful ventures. Many people see entrepreneurship as an attractive career path. Think about your friends and others you know. In all probability, you are acquainted with at least one or two people who want to become an entrepreneureither now or at some point in the future. The number of books dealing with starting ones own business is another indication entrepreneurship is growing in popularity. Amazon.com, for example, currently lists over 1,900 books dealing with entrepreneurship and over 17,000 books focusing on small business. It is also clear that many people are fascinated by entrepreneurship and related topics, as evidence by the success of ABCs American Inventor television show. The purpose of this book is to provide a thorough introduction to the entrepreneurial process as the foundation for successfully launching a new venture.
What Is Entrepreneurship?
The word entrepreneur derives from the French words entre, meaning between, and prendre, meaning to take. The word was originally used to describe people who take on the risk between buyers and sellers or who undertake a task such as starting a new venture.8 Inventors and entrepreneurs differ from each other. An inventor creates something new. An entrepreneur assembles and then integrates all the resources neededthe money, the people, the business model, the strategy, and the risk-bearing abilityto transform the invention into a viable business.9
1. Explain entrepreneurship and

discuss its importance.
2. Describe corporate
entrepreneurship and its use in established firms.
Entrepreneurship is the process by which individuals pursue opportunities without regard to resources they currently control.10 The essence of entrepreneurial behavior is identifying opportunities and putting useful ideas into practice.11 The tasks called for by this behavior can be accomplished by either an individual or a group and typically requires creativity, drive, and a willingness to take risks. Sarah Schupp, the founder of University Parent, exemplified all these qualities. Schupp saw an opportunity to create a magazine that would be attractive to parents, universities, and advertisers, she risked her career by passing up alternatives to work on University Parent full-time, and she worked hard to build a profitable company that delivers a creative and useful service to its customers. In this book, we focus on entrepreneurship in the context of an entrepreneur or team of entrepreneurs launching a new business. However, ongoing firms can also behave entrepreneurially. Typically, established firms with an entrepreneurial emphasis are proactive, innovative, and risk-taking. For example, Apple Computer (which celebrated its 30th birthday in 2006) is widely recognized as a firm in which entrepreneurial behaviors are clearly evident. Steve Jobs is at the heart of Apples entrepreneurial culture. With his ability to persuade and motivate others imaginations, Jobs continues to inspire Apples employees as they develop innovative product after innovative product. To consider the penetration Apple has with some of its innovations, think of how many of your friends own an iPod!12 Similarly, studying Cisco Systems ability to grow and succeed reveals a history of entrepreneurial behavior at multiple levels within the firm.13 In addition, many of the firms traded on the NASDAQ, such as Yahoo!, Intel, Starbucks, and Google, are commonly thought of as entrepreneurial firms. The NASDAQ is the largest U.S. electronic stock market and with over 3,200 companies listed on the exchange. We want to note here that established firms with an orientation to acting entrepreneurially practice corporate entrepreneurship.14 All firms fall along a conceptual continuum that ranges from highly conservative to highly entrepreneurial. The position of a firm on this continuum is referred to as its entrepreneurial intensity.15 As we mentioned previously, entrepreneurial firms are typically proactive innovators and are not averse to taking calculated risks. In contrast, conservative firms take a more wait and see posture, are less innovative, and are risk averse. One of the most persuasive indications of entrepreneurships importance to an individual or to a firm is the degree of effort undertaken to behave in an entrepreneurial manner. Firms with higher entrepreneurial intensity regularly look for ways to cut bureaucracy. For example, Virgin Group, the large British conglomerate, works hard to keep its units small and instill in them an entrepreneurial spirit. Virgin is the third most recognized brand in Britain and is involved in businesses as diverse as airlines and music. In the following quote, Sir Richard Branson, the founder and CEO of Virgin, describes how his company operates in an entrepreneurial manner: Convention . . . dictates that big is beautiful, but every time one of our ventures gets too big we divide it up into smaller units. I go to the deputy managing director, the deputy sales director, and the deputy marketing director and say, Congratulations. Youre now MD [managing director], sales director and marketing directorof a new company. Each time weve done this, the people involved havent had much more work to do, but necessarily they have a greater incentive to perform and a greater zeal for their work. The results for us have been terrific. By the time we sold Virgin Music, we had as many as 50 subsidiary record companies, and not one of them had more than 60 employees.16 Other large firms are increasingly looking for ways to jump-start their entrepreneurship and innovation-related initiatives. For example, several firms, including Citigroup, Humana, and Coca-Cola, now have executives with the titles Chief Innovation Officer or Vice President of Innovation. Appointing executives with titles such as these sends a clear message to the organization: Innovation is an urgent priority and someone should be held accountable for it.17
Steve Jobs is perhaps Americas best-known entrepreneur. He co-founded Apple Computer in 1976, and has since built the company into a premier entrepreneurial firm. Apples latest innovations include the widely popular Apple iTunes Music store and the Apple iPod.
Why Become an Entrepreneur?

The three primary reasons that people become entrepreneurs and start their own firms are to be their own boss, pursue their own ideas, and realize financial rewards.
3. Discuss three main reasons

Be Their Own Boss The first of these reasonsbeing ones own bossis given most
commonly. This doesnt mean, however, that entrepreneurs are difficult to work with or that they have trouble accepting authority. Instead, many entrepreneurs want to be their own boss because either they have had a long-time ambition to own their own firm or because they have become frustrated working in traditional jobs. The type of frustration that some entrepreneurs feel working in conventional jobs is exemplified by Wendy DeFeudis, the founder of VeryWendy, a company that makes customized social invitations. Commenting on how her experiences working for herself have been more satisfying than working for a large firm, DeFeudis remarked: I always wanted to be my own boss. I felt confined by the corporate structure. I found it frustrating and a complete waste of timea waste to have to sell my ideas to multiple people and attend all kinds of internal meetings before moving forward with a concept.18 T. J. Rogers, the founder and longtime CEO of Cypress Semiconductor, an international supplier of computer chips, enjoys being his own boss for a similar, yet slightly different reason. Prior to founding Cypress, Rogers was on the fast track for promotion at Advanced Micro Devices (AMD), one of the worlds largest semiconductor firms. When asked why he left AMD to start his own company, Rogers replied: Actually, my mother asked me that. Her basic question wasrephrasing it negatively from my perspectiveNow that youre in the rat race and can scramble up the political ladder at Advanced Micro Devices, why give up the sure opportunities and start your own company? I wanted to start a company since I graduated from college. It was one of my life goals, stated at age 21, that I would start a company by the age 35. Why do people start their own companies? The standard entrepreneurial answer is frustration. You see a company running poorly; you see that it could be a lot better. Like the freshman Congressman whos been around for six months, you realize that the other guys really arent that good. All of a sudden you understand that you could go build something bigger and more important than where you are. Thats a big deal.19
that people decide to become entrepreneurs.
Pursue Their Own Ideas The second reason people start their own firms is to pursue their own ideas.20 Some people are naturally alert, and when they recognize ideas for new products or services, they have a desire to see those ideas realized. Corporate entrepreneurs who innovate within the context of an existing firm typically have a mechanism for their ideas to become known. Established firms, however, often resist innovation. When this happens, employees are left with good ideas that go unfulfilled.21 Because of their passion and commitment, some employees choose to leave the firm employing them in order to start their own business as the means to develop their own ideas. This chain of events can take place in noncorporate settings, too. For example, some people, through a hobby, leisure activity, or just everyday life, recognize the need for a product or service that is not available in the marketplace. If the idea is viable enough to support a business, they commit tremendous time and energy to convert the idea into a part-time or full-time firm. In Chapters 2 and 3, we focus on how entrepreneurs spot ideas and determine if their ideas represent viable business opportunities. Pursue Financial Rewards Finally, people start their own firms to pursue financial
rewards. This motivation, however, is typically secondary to the first two and often fails to live up to its hype. The average entrepreneur does not make more money than someone with a similar amount of responsibility in a traditional job. For example, in 1997, only 13.1 percent of the owners of small businesses in the United States made more than $50,000 a year.22 The financial lure of entrepreneurship is its upside potential. People such as Michael Dell of Dell Inc., Jerry Yang of Yahoo!, and Larry Page and Sergei Brin of Google made hundreds of millions of dollars building their firms. But these people insist that money wasnt their primary motivation. Marc Andreessen, founder of Netscape, said, [Money] is not the motivator or even the measure of my success.23 Some entrepreneurs even report that the financial rewards associated with entrepreneurship can be bittersweet if they are accompanied by losing control of their firm. For example, Sir Richard Branson, after selling Virgin Records, wrote, I remember walking down the street [after the sale was completed]. I was crying. Tears . . . [were] streaming down my face. And there I was holding a check for a billion dollars. . . . If youd have seen me, you would have thought I was loony. A billion dollars.24 For Branson, it wasnt just the moneyit was the thrill of building the business and of seeing the success of his initial idea.
Characteristics of Successful Entrepreneurs

Although many behaviors have been ascribed to entrepreneurs, several are common to those who are successful. Those in new ventures and those who are already part of an entrepreneurial firm share these qualities, which are shown in Figure 1.1 and described in the following section.
Passion for the Business The number-one characteristic shared by successful
4. Identify four main

characteristics of successful entrepreneurs.
entrepreneurs is a passion for their business, whether it is in the context of a new firm or an existing business. This passion typically stems from the entrepreneurs belief that the business will positively influence peoples lives. Consider Benjamin Tregoe, cofounder of Kepner-Tregoe, a management consulting firm. In describing the purpose of his new venture, he said: Tremendously important to me was the feeling that we were doing something that had a significance far beyond building a company or what the financial rewards could be. I was convinced we were doing something that had tremendous importance in the world.25 This passion explains why people leave secure jobs to start their own firms and why billionaires such as Bill Gates of Microsoft, Michael Dell of Dell Inc., and Larry Page and Sergei Brin of Google continue working after they are financially secure. They strongly
FIGURE 1.1 Four Primary Characteristics of Successful Entrepreneurs
Passion for the business
Product/customer focus
Successful entrepreneur
Tenacity despite failure
Execution intelligence
believe that the product or service they are selling makes a difference in peoples lives and makes the world a better place to live in. Passion is particularly important for entrepreneurs because although rewarding, the process of starting and building a new firm is demanding. Entrepreneurship isnt for the person who is only partially committed. Investors watch like hawks to try to determine an entrepreneurs passion for his or her business idea. Michael Rovner, a partner in AV Labs, a venture capital firm in Austin, Texas, expresses this sentiment: Everyone has a different concept of what starting a business is like. We look for people who are highly motivatedpeople who are passionate about providing their solution to customers, people who really want to make a new company fly.26 Another reason that passion is important is that in many instances it motivates extraordinary behavior. This outcome is the case with Mary Kent Hearon, the founder of Dragonfly Wellness, a heath food and natural remedy start-up. Remarking on how her passion for her business has helped her become a better writer (she writes a regular newsletter on alternative medicines), Hearon said: It gives me so much joy to reach people through my Weekly Beet newsletter, which has about 1,500 subscribers and is growing every day. What Ive realized is Im a good writer. Once you choose the work you love, certain aspects of yourself start to come out that you never knew existed. I didnt do well in English class because I was writing about books that didnt interest me. Now Im able to better express myself through health.27 What this example illustrates, beyond the fact that passion motivates extraordinary behavior, is that entrepreneurs who are passionate about their venture will often invest huge amounts of effort to ensure its healthy functioning. Additional examples of how entrepreneurs view passion are shown in Table 1.1. In each instance, the presence of passion is depicted as an essential characteristic of successful entrepreneurs.
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TABLE 1.1 The Importance of Passion in Launching a Successful New Venture

Entrepreneur and Company Founded Jared Ross VENA-Fine Italian Takeout Toronto, Canada View on the Importance of Passion My MBA has been invaluable in so many ways. However, one thing business school doesnt teach is how to prepare for the less glamorous, humbling jobs like scrubbing the bathroom floors and driving around the city making deliveries. But its worth it because Im passionate about my business. For as long as I can remember, I dreamed of being an entrepreneur. Now my dream is a reality, and the risks are mitigated knowing that I reap all the rewards of my hard work. I love every grueling minute of it and cant wait to go to work tomorrow. First and foremost, you must be passionate about what youre doing whether youre leading a large group of people through a step class or massaging the kinks out of an individuals body. Out of passion develops a strong work ethic, and without it you wont succeed. Some people go into fitness careers thinking, Oh, it will be a nice thing to do and it will keep me fit. These people dont survive because they dont have enough dedication. Do something youre passionate about. There are a lot of people who start companies about stuff that doesnt personally interest them. . . . It makes all the difference in the world to be doing something youre passionate about. The only entrepreneurial trait that is universal, in my view, is passion. Ive met smart entrepreneurs, stupid entrepreneurs, compulsive entrepreneurs, laid-back entrepreneurs, but they all had passion. Some go into it for the fun, some to make money, some to prove a point, some because they dont want to work for anybody else, but the successful ones all have passion. You could build a business with anything, as long as you can find something that you can be passionate about. I could have been a minister; I bet I would have built a thriving congregation.
Judi Sheppard Missett Jazzercise Nationwide Fitness Franchise Carlsbad, California
Keith Schacht Creative Inventables Chicago, Illinois Laura Gasparis Vonfrolio Educational Enterprises Richmond, Virginia
Ross Levin Accredited Investors Edina, Minnesota
Sources: BusinessWeek Online (2006), The Recipe for Success, available at www.businessweek.com (accessed May 18, 2006); Brent Bowers, If at First You Dont Succeed (New York: Doubleday, 2006).
A note of caution is in order here: While entrepreneurs should have passion, they should not wear rose-colored glasses. It would be a mistake to believe that all one needs is passion and anything is possible. It is important to be enthusiastic about a business idea, but it is also important to understand its potential flaws and risks. In addition, entrepreneurs should understand that the most effective business ideas take hold when their passion is consistent with their skills and is in an area that represents a legitimate business opportunity. We examine these points in greater detail in Case 1.1 at the end of the chapter.
Product/Customer Focus A second defining characteristic of successful entrepreneurs is a product/customer focus. This quality is exemplified by Steven Jobs, the cofounder of Apple Computer, who wrote, The computer is the most remarkable tool weve ever built . . . but the most important thing is to get them in the hands of as many people as possible.28 This sentiment underscores an understanding of the two most important elements in any businessproducts and customers. While its important to think about management, marketing, finance, and the like, none of those functions makes any difference if a firm does not have good products with the capability to satisfy customers. An entrepreneurs keen focus on products and customers typically stems from the fact that most successful entrepreneurs are, at heart, craftspeople. They are obsessed with making products that can satisfy a customers need. This is an important point to remember, particularly in an era when it is tempting to envision new businesses resulting from every advance in technology. Michael Dell illustrated this point when he wrote, We introduce
11
technology that meets the needs of our customers, rather than introducing technology for its own sake.29 Watching entrepreneurs create products that meet unfilled needs is fascinating. The idea for the Apple Macintosh, for example, originated in the early 1980s when Steven Jobs and several other Apple employees took a tour of a Xerox research facility. They were astounded to see computers that displayed graphical icons and pull-down menus. The computers also allowed users to navigate desktops using a small, wheeled device called a mouse. Jobs decided to use these innovations to create the Macintosh, the first userfriendly computer. Throughout the two and a half years the Macintosh team developed this new product, it maintained an intense product/customer focus, creating a high-quality computer that is easy to learn, is fun to use, and meets the needs of a wide audience of potential users.30
Tenacity Despite Failure Because entrepreneurs are typically trying something new,
the failure rate associated with their efforts is naturally high. In addition, the process of developing a new business is somewhat similar to what a scientist experiences in the laboratory. A chemist, for example, typically has to try multiple combinations of chemicals before finding an optimal combination that can accomplish a certain objective. In a similar fashion, developing a new business idea may require a certain degree of experimentation before a success is attained. Setbacks and failures inevitably occur during this process. The litmus test for entrepreneurs is their ability to persevere through setbacks and failures. Ken Nickerson, the cofounder of iBinary, a wireless technology firm and a former Microsoft executive, exemplifies this quality. When asked in an interview What is the best thing you ever did? Nickerson responded by saying, Having high levels of tenacity. For example, bringing Hotmail to Microsoft Network took 18 months, and I just fought that deal through. It was arguably the best Internet thing Microsoft did.31 In some instances, tenacity is important because it shows a potential customer the degree of commitment that an entrepreneur has to a new product or service. For example, when his company was just getting started, J. Darius Bikoff, the founder of Gluceau, the company that makes vitaminwater, pounded the streets of New York City trying to drum up interest in his product. When he made a sale he would deliver the product himself, thinking that a personal touch would gain him the loyalty of shopkeepers. Ill never forget it, Joe Doria, a grocer in Bikoffs New York City neighborhood, recalls. Darius comes in and says, Hey Joe, will you sell this for me? He was just a customer of the store, but it impressed me that he was delivering the product himself and pushing it. Youve got to respect that. Today, Dorias grocery store devotes 12 linear feet of cooler space to vitaminwater, as well as fruitwater and smartwater, two other Gluceau brands. Mr. Doria says he wont sell any other brand of enhanced health watereven Pepsis Propel, the nations top seller. Darius was the first, and I have an allegiance to him. Bikoffs tenacity didnt wane as his company grew, and he continues to make personal deliveries of Gluceau products in select areas. Today, Gluceau bottled water is available in 50,000 outlets, including Albertsons, Safeway, Publix, and a large number of independent stores.32
Execution Intelligence The ability to fashion a solid idea into a viable business is a key
characteristic of successful entrepreneurs. Rob Adams, a senior partner in AV Labs, calls this ability execution intelligence.33 In many cases, execution intelligence is the factor that determines whether a start-up is successful or fails. An ancient Chinese saying warns, To open a business is very easy; to keep it open is very difficult. The ability to effectively execute a business idea means developing a business model, putting together a new venture team, raising money, establishing partnerships, managing finances, leading and motivating employees, and so on. It also demands the ability to translate thought, creativity, and imagination into action and measurable results. As Jeff Bezos, the founder of Amazon.com, once said, Ideas are easy. Its execution thats hard.34 For many entrepreneurs, the hardest time is shortly after they launch their firm. This reality was expressed by Jodi Gallaer, the founder of a lingerie company, who said, The most challenging part of my job is doing everything for the first time.35
12
You might describe an entrepreneur as an independent thinker, an innovator, or perhaps a risk taker. These entrepreneurial employees are passionate enough to work out of their garage if thats what it takes to get the company up and running. Consider Bill Gates, who was so enthusiastic about computers that he dropped out of Harvard University to pursue his vision.
To illustrate solid execution, lets look at Starbucks. Although huge today and still profitably growing, Starbucks story is that of a successfully launched and managed entrepreneurial venture. The business idea of Howard Schultz, the entrepreneur who purchased Starbucks in 1987, was his recognition of the fact that most Americans didnt have a place to enjoy coffee in a comfortable, quiet setting. Seeing a great opportunity to satisfy customers needs, Schultz attacked the marketplace aggressively to make Starbucks the industry leader and to establish a national brand. First, he hired a seasoned management team, constructed a world-class roasting facility to supply his outlets with premium coffee beans, and focused on building an effective organizational infrastructure. Then Schultz recruited a management information systems expert from McDonalds to design a point-of-sale system capable of tracking consumer purchases across 300 outlets. This decision was crucial to the firms ability to sustain rapid growth over the next several years. Starbucks succeeded because Howard Schultz knew how to execute a business idea.36 He built a seasoned management team, implemented an effective strategy, and used information technology wisely to make his business thrive.37 In contrast to what Schultz has accomplished at Starbucks, the cost of ignoring execution is high, as explained by Bob Young, the founder of several entrepreneurial firms. When asked What was your hardest lesson or biggest mistake? Young replied, In my first two businesses, my interest was always in the new thing, so I wasnt paying attention to details. As a result of my lack of interest in getting the repetitive stuff right, we never achieved the profitability we should have.38 To illustrate the importance of execution intelligence, as well as other factors that are critical in determining a firms success or failure, we include a boxed feature titled What Went Wrong? in each chapter. The feature for this chapter shows how Segway, a maker of light-mode transportation devices, has never reached its desired potential, leaving the firms survivability in question.
Common Myths About Entrepreneurs

There are many misconceptions about who entrepreneurs are and what motivates them to launch firms to develop their ideas. Some misconceptions are due to the media covering atypical entrepreneurs, such as a couple of college students who obtain venture capital to fund a small business that they grow into a multimillion-dollar company. Such articles rarely state that these entrepreneurs are the exception rather than the norm and that their success is a result of carefully executing an appropriate plan to commercialize what inherently is
5. Explain the five common myths

regarding entrepreneurship.
13
a solid business idea. Indeed, the success of many of the entrepreneurs we study in each chapters Opening Profile is a result of carefully executing the different aspects of the entrepreneurial process. Lets look at the most common myths and the realities about entrepreneurs. Myth 1: Entrepreneurs are born, not made. This myth is based on the mistaken belief that some people are genetically predisposed to be entrepreneurs. The consensus of many hundreds of studies on the psychological and sociological makeup of entrepreneurs is that entrepreneurs are not genetically different from other people. This evidence can be interpreted as meaning that no one is born to be an entrepreneur and that everyone has the potential to become one. Whether someone does or doesnt is a function of environment, life experiences, and personal choices.39 However, there are personality traits and characteristics commonly associated with entrepreneurs; these are listed in Table 1.2. These traits are developed over time and evolve from an individuals social context. For example, studies show that people with parents who were self-employed are more likely to become entrepreneurs.40 After witnessing a fathers or mothers independence in the workplace, an individual is more likely to find independence appealing.41 Similarly, people who personally know an entrepreneur are more than twice as likely to be involved in starting a new firm as those with no entrepreneur acquaintances or role models.42 Sarah Schupp, the former University of Colorado student featured at the beginning of the chapter, had a great-grandmother who was an entrepreneur and was a role model for her. The positive impact of knowing an entrepreneur is explained by the fact that direct observation of other entrepreneurs reduces the ambiguity and uncertainty associated with the entrepreneurial process. Myth 2: Entrepreneurs are gamblers. A second myth about entrepreneurs is that they are gamblers and take big risks. The truth is, entrepreneurs are usually moderate risk takers, as are most people.43 The idea that entrepreneurs are gamblers originates from two sources. First, entrepreneurs typically have jobs that are less structured, and so they face a more uncertain set of possibilities than managers or rank-and-file employees.44 For example, an entrepreneur who starts an e-business consulting service has a less stable job than one working for a state governmental agency. Second, many entrepreneurs have a strong need to achieve and often set challenging goals, a behavior that is sometimes equated with risk taking. Myth 3: Entrepreneurs are motivated primarily by money. It is naive to think that entrepreneurs dont seek financial rewards. As discussed previously, however, money is rarely the primary reason entrepreneurs start new firms. Considering what motivated him to start Siebel Systems, a successful Silicon Valley firm, Tom Siebel wrote:
Common Traits and Characteristics TABLE 1.2 of Entrepreneurs

Achievement motivated Alert to opportunities Creative Decisive Energetic Has a strong work ethic Is a moderate risk taker Is a networker Lengthy attention span Optimistic disposition Persuasive Promoter Resource assembler/leverager Self-confident Self-starter Tenacious Tolerant of ambiguity Visionary
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What Segway Has Learned the Hard Way

www.segway.com
The Segway HT is a two-wheeled, self-balancing transportation device that consists primarily of a set of tall handlebars on top of two disc-like wheels. There are no chains or visible mechanical workings. Riders lean forward to move forward and back to move backward. Turning is done mechanically via hand controls. The devices are driven by quiet, nonpolluting electric motors and can travel up to 10 miles per hour. The name Segway HT stands for Segway Human Transporter. The Segway was introduced to the marketplace in December 2001 by Dean Kaman, the entrepreneur who invented the product. There was considerable secrecy and hype leading up to the introduction. The initial reaction to the device was enthusiastic. Venture capitalist John Doerr predicted that sales of the Segway would reach $1 billion sooner than any other product in U.S. history. Apples CEO Steve Jobs forecast that cities would be built around this new form of transportation. To cope with the expected demand for the product, Segways factory in Bedford, New Hampshire, was designed to build up to 40,000 units per month. Initially sales were targeted at between 10,000 and 50,000 units during the first 12 months. But, after 21 months, only 6,000 units had sold. What went wrong? As it turned out, several things went wrong when it came to selling the Segway. First, the initial price of the product was $9,000, which put it out of reach for many consumers. Second, despite its technological prowess, it wasnt clear what need the Segway was filling. It was best suited for densely populated areas where people could ride their Segways to work. But other than places like San Francisco and Manhattan, most affluent people live in suburban areas, making riding a Segway to work impractical. In addition, it was unclear how riding a Segway to work, school, or shop would work. It takes both hands to operate a Segway safely. So, how would a businessperson carry a briefcase or a student carry books? Finally, Segways are sold on Amazon.com and through other direct channels. There are a few Segway dealers scattered across the United States, but not many. As a result, very few people can see or test-drive a Segway. The lack of a local dealer network also made people wonder where they would get their Segways serviced if they had trouble. Segway is still in business, but the company is only a shadow of what it hoped to become. Its price has come down to around $5,000, and there are now over 200 Segway dealers. There is a group of Segway enthusiasts that love the product, and Segways are used in some factories, tourist areas, and theme parks. The United States Postal Service, a large potential market for Segway, tested the device for use by mail carriers who still deliver mail by foot. The postal service abandoned the idea after mail carriers complained that they couldnt sort mail or hold an umbrella while operating a Segway.
Questions for Critical Thinking

1. As weve said in this chapter, execution intelligence
is critical to entrepreneurial success. How did execution fall short for Segway? What reasons, other than those already mentioned, led to poor sales of the Segway? 2. Why do you think that Dean Kamen and his team didnt do a better job of anticipating the problems that beset the Segway? What would you have done differently to anticipate, in advance, the publics reaction to the Segway? 3. Discuss Segways value proposition. Did Segway deliver sufficient value to justify its $9,000 sticker price? 4. Do you think the Segway will ever sell to mainstream markets? What niche markets, if any, do you think are the most promising for Segway?
Source: Segway home page, www.segway.com (accessed May 16, 2006); Wikipedia, Segway HT, (accessed May 16, 2006).
[It] was never about making money. It was never about going public; it was never about the creation of wealth. This was about an attempt to build an incredibly high-quality company. I suppose if I was a great musician that maybe I would play the guitar, if I was a great golfer maybe I would go out on tour, but I cant play the guitar and my golf game is pretty horrible. So what I think, frequently under those circumstances, what you do is do what you do best. And I think that maybe what I do best is start and operate information technology companies.45
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Some entrepreneurs warn that the pursuit of money can be distracting. Media mogul Ted Turner said, If you think money is a real big deal . . . youll be too scared of losing it to get it.46 Similarly, Debbie Fields, the founder of Mrs. Fields Cookies, said that if you chase money, youll never get it.47 And Sam Walton, commenting on all the media attention that surrounded him after he was named the richest man in America by Forbes magazine in 1985, said: Heres the thing: money never has meant that much to me, not even in the sense of keeping score. . . . Were not ashamed of having money, but I just dont believe a big showy lifestyle is appropriate for anywhere, least of all here in Bentonville where folks work hard for their money. We all know that everyone puts on their trousers one leg at a time. . . . I still cant believe it was news that I get my hair cut at the barbershop. Where else would I get it cut? Why do I drive a pickup truck? What am I supposed to haul my dogs around in, a Rolls-Royce?48 Myth 4: Entrepreneurs should be young and energetic. The most active age range for early stage entrepreneurial activity is 25 to 34 years old; established business ownership peaks among those 45 to 54 years old. Later in this chapter, well discuss the reality that today, an increasing number of both younger and older individuals are being attracted to the entrepreneurial process. Although it is important to be energetic, investors often cite the strength of the entrepreneur (or team of entrepreneurs) as their most important criterion in the decision to fund new ventures.49 In fact, a sentiment that venture capitalists often express is that they would rather fund a strong entrepreneur with a mediocre business idea than fund a strong business idea and a mediocre entrepreneur. What makes an entrepreneur strong in the eyes of an investor is experience in the area of the proposed business, skills and abilities that will help the business, a solid reputation, a track record of success, and passion about the business idea. The first four of these five qualities favor older rather than younger entrepreneurs. In addition, many people turn to entrepreneurship in lieu of retirement, as suggested by a researchers findings that 32 percent of early retirees who return to work start their own business.50 Before closing this chapter, well consider the essence of this finding by discussing the fact that a
Its moments like these that drive the entrepreneurial spirit. When things go right, all the hardwork, sacrifice, and risk seem suddenly worth it.
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growing number of seniors (people 55 years of age and older) are choosing to become entrepreneurs. Myth 5: Entrepreneurs love the spotlight. Indeed, some entrepreneurs are flamboyant; however, the vast majority of them do not attract public attention. In fact, many entrepreneurs, because they are working on proprietary products or services, avoid public notice. Consider that entrepreneurs are the source of the launch of many of the 3,200 companies listed on the NASDAQ; and, many of these entrepreneurs are still actively involved with their firms. But how many of these entrepreneurs can you name? Maybe a half dozen? Most of us could come up with Bill Gates of Microsoft, Steven Jobs of Apple, Michael Dell of Dell, Inc., and maybe Larry Page and Sergei Brin of Google. Whether or not they sought attention, these are the entrepreneurs who are often in the news. But few of us could name the founders of Nokia or GAP even though we frequently use these firms products and services. These entrepreneurs, like most, have either avoided attention or been passed over by the popular press. They defy the myth that entrepreneurs, more so than other groups in our society, love the spotlight.
Types of Start-Up Firms

As shown in Figure 1.2, there are three types of start-up firms: salary-substitute firms, lifestyle firms, and entrepreneurial firms. Salary-substitute firms are small firms that yield a level of income for their owner or owners that is similar to what they would earn when working for an employer. Dry cleaners, convenience stores, restaurants, accounting firms, retail stores, and hairstyling salons are examples of salary-substitute firms. The vast majority of small businesses fit into this category. Salary-substitute firms offer common, easily available products or services to customers that are not particularly innovative. Lifestyle firms provide their owner or owners the opportunity to pursue a particular lifestyle and earn a living while doing so. Lifestyle firms include ski instructors, golf pros, and tour guides. These firms are not innovative, nor do they grow quickly. Commonly, lifestyle companies promote a particular sport, hobby, or pastime and may employ only the owner or just a handful of people. Rocky Mountain River Tours, owned by Dave and Shelia Mills, is an example of a lifestyle firm. The company leads 17 raft trips annually on the Middle Fork tributary to the main Salmon River in Idaho. Buying and owning a raft company was always a dream of the Mills, because it would provide them the lifestyle they desired.51 Entrepreneurial firms bring new products and services to market. As we noted earlier in this chapter, the essence of entrepreneurship is creating value and then disseminating that value to customers. In this context, value refers to worth, importance, or utility. Entrepreneurial firms bring new products and services to market by creating and then seizing opportunities. Google, eBay, and Starbucks are well-known, highly successful examples of entrepreneurial firms. Having recognized an opportunity, companies of this type create products and services that have worth, that are important to their customers, and that provide a measure of usefulness to their customers that they wouldnt have otherwise. Next, we describe the newly emerging characteristics of todays entrepreneurs. You may be surprised to learn about the types of individuals who are choosing to become entrepreneurs!
6. Explain how entrepreneurial

firms differ from salarysubstitute and lifestyle firms.
FIGURE 1.2 Types of Start-Up Firms

Salary-Substitute Firms Firms that basically provide their owner or owners a similar level of income to what they would be able to earn in a conventional job Lifestyle Firms Firms that provide their owner or owners the opportunity to pursue a particular lifestyle, and make a living at it Entrepreneurial Firms Firms that bring new products and services to the market by creating and seizing opportunities regardless of the resources they currently control
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Changing Demographics of Entrepreneurs

Over the past 10 years, the demographic makeup of entrepreneurial firms has changed in the United States and around the world. Of the 23 million businesses in the United States, a growing number are owned by women, minorities, seniors, and young people. Although there are no solid numbers on how many of the 23 million businesses are entrepreneurial firms rather than salary-substitute or lifestyle firms, there is growing anecdotal evidence that an increasing number of women, minorities, seniors, and young people are becoming actively involved in the entrepreneurial process. This is an exciting development for the entrepreneurial sector of the U.S. economy.
Women Entrepreneurs There were 6.5 million women-owned businesses in 2002, the
7.
Discuss the changing demographics of entrepreneurs in the United States.
most recent year the U.S. Census Bureau collected business ownership data. That number is up 20 percent from 1997. Although historically women-owned firms have primarily been in health care and professional services, that emphasis is changing. Between 1997 and 2002, the fastest-growing areas of women-owned firms were construction (30 percent increase), agricultural services (24 percent increase), transportation (20 percent increase), communications (20 percent increase), and public utilities (20 percent increase). In addition, there were 117,069 women-owned firms in 2002 with total sales of $1 million or more. These statistics reflect the growing breadth and economic prowess of women-owned businesses in the United States.52
Minority Entrepreneurs There were 1.2 million African-Americanowned firms in 2002,
up 45 percent from 1997. Similarly, there were 1.6 million Hispanic-owned businesses in 2002, up 31 percent from 1997. There were 1.1 million Asian-owned businesses in 2002, up 24 percent from 1997. There were 206,125 Native-Americanowned businesses in 2002. While the majority of minority-owned businesses are in service industries, there are many examples of minority-owned firms in all sectors of the U.S. economy.
Senior Entrepreneurs Although the Census Bureau does not collect data on senior
entrepreneurs (people 55 years old and older), there is strong evidence to suggest that the number of older people choosing entrepreneurial careers is increasing rapidly. Unpublished government data obtained by Challenger, Gray & Christmas, an outplacement consulting firm, indicates that 2.1 million Americans 55 years of age and older owned their own businesses in 2005, an increase of 22 percent from 2000.53 The dramatic increase in the number of senior entrepreneurs is attributed to a number of factors, including corporate downsizing, an increasing desire among older workers for more personal fulfillment in their lives, and growing worries among seniors that they need to earn additional income to pay for future health care services and other expenses.54 A growing number of seniors may also see themselves as ideal candidates to start their own businesses. Many people in the 55+ age range have substantial business experience, financial resources that they can draw upon, and excellent vigor and health.
Young Entrepreneurs Although the total number of young entrepreneurs is far less than women, minority, or senior entrepreneurs, interest among young people (ages 21 years and younger) in entrepreneurship is growing. At the high school level, a Gallup study revealed that 7 out of 10 high school students want to start their own companies. More specifically, 6 in 10 females, 7 in 10 Hispanics, and 8 in 10 African-American high school students are interested in starting a business.55 According to the same study, 27 percent of high school students take an entrepreneurial business course and 35 percent take an economics course while in school. Interestingly, an emphasis on entrepreneurship education is starting to appear in some areas as early as grade school. Harper Arrington Publishing and Media now publishes a series of books titled The Little EntrepreneurTakes Flight. The series is designed to teach kids how to turn their hobbies into businesses and is suitable for children as young as 8. Interest in entrepreneurship is picking up at all levels in K12 public schools. As evidence
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of this, the New York City Council recently awarded a $550,000 grant to the National Foundation for Teaching Entrepreneurship to expand youth entrepreneurship education in New York City. The rationale the council gave for making the grant provides insight into the value that policymakers see in entrepreneurship education at an early age: The Councils goal is to give young people the skills and confidence to unlock their true potential so they can improve their lives and their communities, said Council Member Robert Jackson. Many of our neighborhoods are filled with creative and inspired young people who just needed help finding their talents. By exposing these students to entrepreneurship, we expand their capacity, unleash their creativity, increase their school and community leadership and encourage their individual growth.56 On college campuses, interest in entrepreneurship education is at an all time high, as will be described throughout this book. According to a survey by the Ewing Marion Kauffman Foundation, as of Spring 2006, 1,992 two- and four-year colleges and universities were offering at least one course in entrepreneurship, up from 300 in the 198485 school years. Although the bulk of entrepreneurship education takes place within business schools, many other colleges and departments are offering entrepreneurship courses as wellincluding engineering, agriculture, theater, dance, education, law, and nursing. The tide is also turning in regard to the attractiveness of an entrepreneurial career in almost every major. Commenting on this issue, Jerome Katz, a professor of management at St. Louis University who has studied this trend, said, Twenty years ago students who dared to say they wanted to start their own companies would be sent for counseling. Today, entrepreneurship is the fastest-growing course of study on campuses nationwide.57 Entrepreneurship is a particularly attractive option for college students for a number of reasons, including their understanding of the attractiveness of the youth market, their ability to find low-cost labor in the form of other students, their access to resources that are available to them at their colleges or universities, and their intuitive recognition of the reality that if they fail they can pick up where they left off and pursue another venture or a conventional career. In addition, if a students business was developed through an entrepreneurship program or was competitive in a business plan competition, the business may be seen as less risky than other start-ups. Sarah Schupp, the founder of University Parent featured at the beginning of the chapter, says she feels that the businesses she first approached about advertising in University Parent liked the idea that her business was developed through a college-sponsored entrepreneurship program. The fact that other people, including her professors, had looked at her business and had helped her fine-tune it gave the advertisers an extra measure of assurance that University Parent did indeed have potential.
Entrepreneurships Importance
8. Discuss the impact of
entrepreneurial firms on economics and societies.
Entrepreneurship has a tremendously positive impact on the economy and on society. In 2005, a report by the Global Entrepreneurship Monitor stated that Entrepreneurs are alert individuals who perceive and exploit profit opportunities. In addition to contributing toward market efficiency, entrepreneurs introduce innovations by offering new and unique products or services. As a result, innovative entrepreneurs are also one of the main links between entrepreneurship and economic growth.58 Consistent with this set of sentiments, one scholar, commenting on the importance of entrepreneurship at the local level, noted that entrepreneurship is still the best private vehicle we have to turn around and improve the economic health of a community.59 Entrepreneurships importance to an economy and the society in which it resides was first articulated in 1934 by Joseph Schumpeter, an Austrian economist who did the majority of his work at Harvard University. In his book The Theory of Economic Development, Schumpeter argued that entrepreneurs develop new products and technologies that over time make current products and technologies obsolete. Schumpeter called this process creative destruction. Because new products and technologies are typically better than
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those they replace and the availability of improved products and technologies increases consumer demand, creative destruction stimulates economic activity. The new products and technologies may also increase the productivity of all elements of a society.60 The creative destruction process is initiated most effectively by start-up ventures that improve on what is currently available. Small firms that practice this art are often called innovators or agents of change. The process of creative destruction is not limited to new products and technologies; it can include new pricing strategies (e.g., discount brokers such as E*Trade), new distribution channels (such as FedEx or Amazon.com), or new retail formats (such as IKEA in furniture). Now lets look more closely at entrepreneurships importance.
Economic Impact of Entrepreneurial Firms

For three reasons, entrepreneurial behavior has a strong impact on an economys strength and stability.
Innovation Innovation is the process of creating something new, which is central to the
entrepreneurial process.61 Small entrepreneurial firms are responsible for 55 percent of all innovation in the United States.62 The most impactful innovations either solve a problem or satisfy a need in a new and cost-effective way. Commenting on this aspect of innovation, Marlo Mazzola, Cisco Systems senior vice president and chief development offier, said, Innovation is more than just a new ideait is about taking a new idea and developing it into customer value and positive business impact. 63 Many innovations help individuals and businesses work more smoothly and efficiently. An example of how one innovative firm, uShip, is helping people cut the cost of shipping large or awkwardly shaped items from one point to another is provided in the boxed feature titled Savvy Entrepreneurial Firm. In each chapter, this feature will provide an illustration of the exemplary behavior of one or more entrepreneurial firms or will provide an example of a tool or technique that well-managed entrepreneurial firms use to improve their performance.
Job Creation In the past two decades, economic activity has moved increasingly in the
direction of smaller entrepreneurial firms, possibly because of their unique ability to innovate and focus on specialized tasks. In fact, over 550,000 new businesses are started in the United States every month.64 According to the 1997 report of the U.S. Census Bureau (which is the most recent data available), the nations 17 million small, nonfarm businesses constitute 99.7 percent of all employers, employ 52 percent of the workforce, and generate 51 percent of all sales revenue. A total of 67 percent of young people obtain their first job with a small firm. And between 1994 and 1998, fast-growth young companies, known as gazelles, created about two-thirds of all new jobs in the United States.65 Large firms are increasingly focusing on what they do best, which is usually manufacturing, sales, and service, and are outsourcing the majority of their other tasks to smaller firms.
Globalization Today, 97 percent of all U.S. exporters are small- and medium-sized businesses with fewer than 500 employees. Over two-thirds have fewer than 20 employees. Between 1992 and 2003, the number of small- and medium-sized exporters grew more than twice as fast as the number of large company exporters. Export markets are vital to the U.S. economy and provide outlets for the sale of U.S.-produced products and services.66
Entrepreneurial Firms Impact on Society

The innovations of entrepreneurial firms have a dramatic impact on a society. Think of all the new products and services that make our lives easier, enhance our productivity at work, improve our health, and entertain us. For example, Amgen, an entrepreneurial firm
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uShip: Helping Individuals and Shippers Move Items More Effectively

www.uship.com
Its easy to ship an envelope or a package, via the United States Postal Service, UPS, or FedEx. But what if you want to ship a larger item, like a piece of furniture, a car, or a boat? There are freight carriers available, but because they are designed to carry heavy and large loads, they are expensive. To ship an individual piece of furniture from North Carolina to California could easily cost as much as the furniture itself, making the idea impractical. Until now. uShip, which was launched in 2003 in Austin, Texas, is an online marketplace for shipping. It uses a reverse auction system where users can list large or awkward items, like furniture or cars, and shippers can bid on the shipping job. The company claims to have 10,000 registered service providers, most of whom are small movers, freight carriers, van lines, auto and boat haulers, and independent drivers. uShip was founded by Matt Chasen, who as a student developed the idea as part of a school project while enrolled at the University of Texas. Chasen likes to compare uShip to eBayWere just like eBay, he said. uShip is a venue where people get together. We give customers the tools they need to find the right mover for their stuff. We give them feedback ratings. On any given day, there are thousands of shipments listed on uShip representing millions of dollars in shipping jobs. Here is how the service works. An individual logs onto the uShip Web site and lists a shipping job that needs to be completed. For example, say that a person bought an antique table while vacationing in Virginia, and wants to have it shipped home to Indiana. Shippers would then bid on the job. The shippers are all rated, similar to the way sellers are rated on eBay, and individuals can post positive or negative feedback about a shipper. The shippers that bid typically anticipate having an empty load or excess capacity on a route that passes near the pickup and the delivery locations. The seller will normally accept the lowest bid, assuming that the shipper is satisfactorily rated. uShip makes money by collecting a 7.9 percent commission from the shipper who carries the load. uShip is building momentum as more people become aware of the service. Its patent-pending search technology connects users and shippers efficiently, and users are typically able to arrange a job for about 50 percent of what it would cost to have a traditional freight company carry the load. The companys feedback system holds drivers accountable for their service and rewards those that perform well. uShips service is particularly popular among those selling large items on eBay and other auction sites.

1. To what extent do you think uShips service will
make it easier for Internet retailers to sell large, costly items, such as appliances, big-screen televisions, and treadmills? In what ways, if any, does uShips service have the potential to make a positive impact on the economy, a positive impact on society, and a positive impact on larger firms? 2. Why do you think that a traditional shipping company, like UPS or Yellow Transportation, didnt launch a service similar to uShips service some time ago? Is it too late for these established firms to launch a service such as this? 3. What steps has uShip taken to excel in the area of execution intelligence? 4. Think of another service that could help make the buying and selling of products more effective. Describe how the service adds value for both buyers and sellers.
Sources: uShip, www.uship.com (accessed May 18, 2006); Matt Nauman, Web Facilitator Brings Together Movers, Shippers, San Jose Mercury News, April 21, 2006.
that helped launch the biotech industry, has produced a number of drugs that have dramatically improved peoples lives. An example is NEUPOGEN, a drug that decreases the incidence of infection in cancer patients who are undergoing chemotherapy treatment. Sensipar is another one of Amgens important products. Patients with chronic kidney disease and who are on dialysis take this drug as a secondary treatment of hyperparathyroidism.67 In addition to improved health care, consider cellular phones, personal
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computing, Internet shopping, overnight package delivery, digital photography, and microwave ovens. All these products are new to this generation, yet its hard to imagine our world without them. However, innovations do create moral and ethical issues with which societies are forced to grapple. For example, bar-code scanner technology and the Internet have made it easier for companies to track the purchasing behavior of their customers, but this raises privacy concerns. Similarly, bioengineering has made it easier to extend the shelf life of many food products, but some researchers and consumers question the long-term health implications of bioengineered foods. A particularly interesting example of a company that makes a product that is intended for good but some people oppose is VeriChip. VeriChip makes tiny, implantable microchips that hold medical records that can be implanted just beneath a persons skin. Emergency room physicians can scan the chips and gain immediate access to a persons medical records in the event of an emergency. The chips are controversial because they are actually implanted under a persons skin and because they raise privacy concerns. There is a perception in some quarters that the chips could be used to track people, steal their identities, or violate a patients privacy in other ways.68 As an individual, how do you react to this product? Would you be willing to use it? Why or why not?
Entrepreneurial Firms Impact on Larger Firms

In addition to the impact that entrepreneurial firms have on the economy and society, they also have a positive impact on the effectiveness of larger firms. For example, some entrepreneurial firms are original equipment manufacturers, producing parts that go into products that larger firms manufacture and sell. Thus, many exciting new products, such as DVD players, digital cameras, and improved prescription drugs, are not solely the result of the efforts of larger companies with strong brand names, such as Sony, Kodak, and Johnson & Johnson. They were produced with the cutting-edge component parts or research and development efforts provided by entrepreneurial firms. The evidence shows that many entrepreneurial firms have built their entire business models around producing products and services that help larger firms be more efficient or effective. For example, an increasing number of U.S. firms want to advertise on Spanish sites and purchase media exposure in Latin American companies. Latin Edge, a 2002 start-up, helps its larger clients achieve these objectives. Similarly, many large firms occasionally need temporary labor to facilitate short-term personnel needs. A small firm named IQNavigator has developed software to help Fortune 500 companies quickly hire reliable temporary labor through a network of sources. In many instances, entrepreneurial firms partner with larger companies to reach mutually beneficial goals. Participation in business partnerships accelerates a firms growth by giving it access to some of its partners resources, managerial talent, and intellectual capacities. We examine the idea of partnering throughout this book. In each chapter, look for the boxed feature titled Partnering for Success, which illustrates how entrepreneurial firms are using business partnerships to boost their chances for success. The feature in this chapter discusses how small, entrepreneurial biotech firms partner with large drug companies to bring their products to market. By working together rather than acting as adversaries, small biotech firms and large drug companies produce the best collective results.
9. Identify ways in which large

firms benefit from the presence of smaller entrepreneurial firms.
The Entrepreneurial Process

The entrepreneurial process consists of four steps: Step Step Step Step 1 2 3 4
Deciding to become an entrepreneur Developing successful business ideas Moving from an idea to an entrepreneurial firm Managing and growing the entrepreneurial firm
10. Explain the entrepreneurial

process.
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FIGURE 1.3 Basic Model of the Entrepreneurial Process

Decision to Become an Entrepreneur Introduction to entrepreneurship CHAPTER 1 Recognizing opportunities and generating ideas CHAPTER 2
Developing Successful Developing Business Ideas BusinessSuccessful Ideas
Feasibility analysis CHAPTER 3 Writing a business plan CHAPTER 4
Industry and competitor analysis CHAPTER 5

Developing an effective business model
CHAPTER 6
Figure 1.3 models the entrepreneurial process. This process is the guide or framework around which we develop this books contents. The double-headed arrow between the decision to become an entrepreneur and the development of successful business ideas indicates that sometimes the opportunity to develop an idea prompts a person to become an entrepreneur. Each section of Figure 1.3 is explained in the following sections.
Decision to Become an Entrepreneur (Chapter 1)

As discussed earlier, people become entrepreneurs to be their own boss, to pursue their own ideas, and to realize financial rewards. Usually, a triggering event prompts an individual to become an entrepreneur.69 For example, an individual may lose her job and decide that the time is right to start her own business. Or a person might receive an inheritance and for the first time in his life have the money to start his own company. Lifestyle issues may also trigger entrepreneurial careers. For example, a woman may wait until her youngest child is in school before she decides to launch her own entrepreneurial venture.
Developing Successful Business Ideas (Chapters 26)

Many new businesses fail not because the entrepreneur didnt work hard but because there was no real opportunity to begin with. Developing a successful business idea includes opportunity recognition, feasibility analysis, writing a business plan, industry analysis, and the development of an effective business model. Chapter 2 takes a scientific
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Moving from an Idea to an Entrepreneurial Firm
Managing and Growing an Entrepreneurial Firm
CHAPTER 11
Unique marketing issues
CHAPTER 12
The importance of intellectual property
CHAPTER 13
Preparing the proper ethical and legal foundation Preparing for and evaluating the challenges of growth Assessing a new ventures financial strength and viability
CHAPTER 7
CHAPTER 14
Strategies for firm growth Getting financing or funding
CHAPTER 8
Building a new venture team
CHAPTER 15
Franchising
CHAPTER 9
CHAPTER 10
look at how entrepreneurs recognize opportunities and describes how the opportunity recognition process typically unfolds. Chapter 3 focuses on feasibility analysis: the way to determine whether an idea represents a viable business opportunity. Chapter 4 describes how to write a business plan. A business plan is a written document that describes all the aspects of a business venture in a concise manner. It is usually necessary to have a written business plan to raise money and attract high-quality business partners. Some entrepreneurs are impatient and dont want to spend the time it takes to write a business plan. This approach is usually a mistake. Writing a business plan forces an entrepreneur to think carefully through all the aspects of a business venture. It also helps a new venture establish a set of milestones that can be used to guide the early phases of the business rollout. Industry and competitor analysis is our concern in Chapter 5. Knowing the industry in which a firm will choose to compete is crucial to an entrepreneurs success. Chapter 6 focuses on the important topic of developing an effective business model. A firms business model is its plan for how it competes, uses its resources, structures its relationships, interfaces with customers, and creates value to sustain itself on the basis of the profits it generates.
Moving from an Idea to an Entrepreneurial Firm (Chapters 710)

The first step in turning an idea into reality is to prepare a proper ethical and legal foundation for a firm, including selecting an appropriate form of business ownership. These
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Working Together: How Biotech Firms and Large Drug Companies Bring Pharmaceutical Products to Market
Large firms and smaller entrepreneurial firms play different roles in business and society and can often produce the best results by partnering with each other rather than acting as adversaries. The pharmaceutical industry is an excellent example of how this works. It is well known that barriers to entry in the pharmaceutical industry are high. The average new product takes about 7 years from discovery to market approval. The process of discovering, testing, obtaining approval, manufacturing, and marketing a new drug is long and expensive. How, then, do biotech start-ups make it? The answer is that few biotech firms actually take their products to market. Heres how it works. Biotech firms specialize in discovering and patenting new drugsits what theyre good at. In most cases, however, they have neither the money nor the knowhow to bring the products to market. In contrast, the large drug companies, such as Pfizer and Merck, specialize in developing and marketing drugs and providing information to doctors about them. Its what they are good at. But these companies typically dont have the depth of scientific talent and the entrepreneurial zeal that the small biotech firms do. These two types of firms need one another to be as successful as possible. Often, but not always, what happens is this. The biotech firms discover and patent new drugs, and the larger drug companies develop them and bring them to market. Biotech firms earn money through this arrangement by licensing or selling their patent-protected discoveries to the larger companies or by partnering with them in some revenue-sharing way. The large drug companies make money by selling the products to consumers. The most compelling partnership arrangements are those that help entrepreneurial firms focus on what they do best, which is typically innovation, and that allow them to tap into their partners complementary strengths and resources.

1. In your opinion, what factors in the business envi-
ronment encourage firms to partner to compete?

2. What risks do small firms face when partnering
with large, successful companies? What risks do large companies take when they rely on small firms as a source of innovation? 3. How might government policies affect partnering actions between small and large firms in the pharmaceutical industry? 4. If you worked for an entrepreneurial venture, what would you want to know about a large firm before recommending that your firm form a partnership with that large, established company?
issues are discussed in Chapter 7. Chapter 8 deals with the important topic of assessing a new ventures financial strength and viability. Important information is contained in this chapter about completing and analyzing both historical and pro forma financial statements. Chapter 9 focuses on building a new-venture team. Chapter 10 highlights the important task of getting financing or funding and identifies the options that a firm has for raising money.
Managing and Growing an Entrepreneurial Firm (Chapters 1115)

Given todays competitive environment, all firms must be managed and grown properly to ensure their ongoing success. This is the final stage of the entrepreneurial process. Chapter 11 focuses on the unique marketing issues facing entrepreneurial firms, including selecting an appropriate target market, building a brand, and the four Psproduct,
25
price, promotion, and place (or distribution)for new firms. Chapter 12 examines the important role of intellectual property in the growth of entrepreneurial firms. More and more, the value of know-how exceeds the value of a companys physical assets. In addition, we will talk about protecting business ideas through intellectual property statutes, such as patents, trademarks, copyrights, and trade secrets. Preparing for and evaluating the challenges of growth is the topic of Chapter 13. Well look at the characteristics and behaviors of successful growth firms. In Chapter 14, well study strategies for growth, ranging from new product development to mergers and acquisitions. We conclude with Chapter 15, which focuses on franchising. Not all franchise organizations are entrepreneurial firms, but franchising is a growing component of the entrepreneurial landscape. When you finish studying these 15 chapters, you will have been exposed to all components of the entrepreneurial processa process that is vital to entrepreneurial success.
Chapter Summary
1. Entrepreneurship is the process by which individuals pursue opportunities without regard to resources they currently control. 2. Corporate entrepreneurship is the conceptualization of entrepreneurship at the organizational level. Entrepreneurial firms are proactive, innovative, and risk taking. In contrast, conservative firms take a more wait and see posture, are less innovative, and are risk averse. 3. The three primary reasons that people decide to become entrepreneurs and start their own firms are as follows: to be their own boss, to pursue their own ideas, and to realize financial rewards. 4. Passion for the business, product/customer focus, tenacity despite failure, and execution intelligence are the four primary characteristics of successful entrepreneurs. 5. The five most common myths regarding entrepreneurship are that entrepreneurs are born, not made; that entrepreneurs are gamblers; that entrepreneurs are motivated primarily by money; that entrepreneurs should be young and energetic; and that entrepreneurs love the spotlight. 6. Entrepreneurial firms are the firms that bring new products and services to market by recognizing and seizing opportunities regardless of the resources they currently control. Entrepreneurial firms stress innovation, which is not the case for salary-substitute and lifestyle firms. 7. The demographic makeup of those launching entrepreneurial firms is changing in the United States and around the world. There is growing evidence that an increasing number of women, minorities, seniors, and young people are becoming actively involved in the entrepreneurial process. 8. There is strong evidence that entrepreneurial behavior has a significant impact on economic stability and strength. The areas in which entrepreneurial firms contribute the most are innovation, job creation, and globalization. Entrepreneurial behavior also has a dramatic impact on society. Its easy to think of new products and services that have helped make our lives easier, that have made us more productive at work, that have improved our health, and that have entertained us in new ways. 9. In addition to the impact that entrepreneurial firms have on an economy and society, entrepreneurial firms have a positive impact on the effectiveness of larger firms. There are many entrepreneurial firms that have built their entire business models around producing products and services that help larger firms increase their efficiency and effectiveness. 10. The four distinct elements of the entrepreneurial process, pictured in Figure 1.3, are deciding to become an entrepreneur, developing successful business ideas, moving from an idea to establishing an entrepreneurial firm, and managing and growing an entrepreneurial firm.
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Key Terms
Business model, 23 Business plan, 23 Corporate entrepreneurship, 6 Creative destruction, 18 Entrepreneurial firms, 16 Entrepreneurial intensity, 6 Entrepreneurship, 6 Execution intelligence, 11 Gazelles, 19 Innovation, 19 Lifestyle firms, 16 Moderate risk takers, 13 Passion for their business, 8 Product/customer focus, 10 Salary-substitute firms, 16 Triggering event, 22 Value, 16
Review Questions
1. Increasingly, entrepreneurship is being practiced in countries throughout the world. Why do you think this is the case? 2. Which type of new business is more entrepreneurial: a business that is being started to pursue a unique opportunity or a business that is being started out of necessity? Explain your answer. 3. What is entrepreneurship? How can one differentiate an entrepreneurial firm from any other type of firm? 4. What are the three main attributes of firms that pursue high levels of corporate entrepreneurship? Would these firms score high or low on an entrepreneurial intensity scale? 5. What are the three primary reasons people become entrepreneurs? 6. Why is it that people who start their own firms to be independent typically do not grow their firms beyond their immediate control? 7. Some people start their own firms to pursue financial rewards. However, these rewards are often far fewer than imagined. Why is this so? 8. What are the primary traits and characteristics of successful entrepreneurs? 9. Why is passion such an important characteristic of successful entrepreneurs? What is it about passion that makes it particularly compatible with the entrepreneurial process? 10. Why is a product/customer focus an important characteristic of successful entrepreneurs? 11. What is meant by execution intelligence? Why is execution intelligence an important characteristic for entrepreneurs? 12. What are the five common myths of entrepreneurship? 13. What are the major differences among salary-substitute firms, lifestyle firms, and entrepreneurial firms? 14. Are entrepreneurs born or made? Defend your answer. 15. In general, are entrepreneurs high risk takers, moderate risk takers, or low risk takers? 16. What role does money play in motivating people to become entrepreneurs? 17. What did Joseph Schumpeter mean by the term creative destruction? 18. In general, what effect does entrepreneurship have on economies around the world? 19. How is the demographic makeup of entrepreneurs changing in the United States? What do you believe is accounting for these changes? 20. Describe several examples of the impact that entrepreneurial firms have on a society.
Application Questions
1. Reread the opening case, then list all the smart or effective moves Sarah Schupp made in the early days of building University Parent. Which three moves were most instrumental in University Parents early success? Be prepared to justify your selections. 2. Assume that Boise Cascade, the large paper products firm, hired you to assess its level of entrepreneurial intensity. What three factors would you study to determine how entrepreneurial Boise Cascade is at this point in time? How would you determine if these factors were present? 3. Karen Jenkins has a good job working for the city of Charlotte, North Carolina, but is weary of 3 percent per year pay raises. Because she has read magazine articles about
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young entrepreneurs becoming extremely wealthy, she decides to start her own firm. Do you think Karen is starting a firm for the right reason? Do you think the money she likely will earn will disappoint her? Do you think Karens reason for starting a firm will contribute in a positive manner or a negative manner to the stick-to-itiveness that is required to successfully launch an entrepreneurial venture? Pamela, a friend of yours, has always had a nagging desire to be her own boss. She has a good job with AOL but has several ideas for new products that she cant get AOL interested in. Pamela just inherited $200,000 from an elderly relative and has the opportunity to start her own database software firm. She asks you, Am I crazy for wanting to start my own firm to be my own boss and pursue my own ideas? What would you tell her? People are sometimes puzzled by the fact that entrepreneurs who have made millions of dollars still put in 60- to 80-hour weeks helping their companies innovate and grow. After reading the chapter, why do you think millionaire and multimillionaire entrepreneurs still get up and go to work every day? If you were one of these entrepreneurs, do you think you would feel the same way? Why or why not? Think about an entrepreneur you know or have read about. Describe how the person either mirrors or contradicts the characteristics of successful entrepreneurs described in the chapter. In your judgment, what is the single most important characteristic that has made the person you are thinking about successful? The Savvy Entrepreneurial Firm boxed feature focuses on uShip, a company that helps people arrange for large or awkwardly shaped items to be shipped at a reduced cost. Is uShip a salary-substitute, a lifestyle, or an entrepreneurial firm? In what ways has uShip demonstrated a product/customer focus? On a scale of 1 to 5 (5 is high), how instrumental has the companys product/market focus been to its early success? You just made a trip home and are visiting with your dad. He is 59 years old and has been in a management position for a public utility for the past 12 years. Prior to that, he served 26 years in the U.S. Air Force. Your father told you that he has always wanted to start his own firm and has an idea about the type of firm to start. He wonders if he is too old to start a firm and if his management experience and his military background will be helpful in a new-venture context. If your dad asked you for your advice, what would you tell him? Shelia Patterson is 26 year old and is thinking about starting a digital media firm. She knows that an increasing number of women are starting their own firms, but doesnt know where to go to learn about the start-up process. She would also like to network with other women, who are approximately her own age, who have started their own firms. Do some Internet research to provide Shelia suggestions about where to go to accomplish her objectives. Jacob Lacy is an MBA student at a Big 12 school in the Midwest. He has an idea to start an Internet-based firm that will help high school students prepare for the SAT exam in an innovative manner. Jacob just talked to a trusted family friend, who told him that college is a poor time and place to launch a firm. The family friend told Jacob, Try to distance yourself from the college atmosphere before you start your firm. Do you think Jacob is getting good advice? Why or why not? Facebook is an enormously popular social networking site on college campuses. Facebook has been criticized for not doing enough to prevent some of the inappropriate activities that users engage in on its site. In general, do you think Facebook makes a positive or a negative contribution to society? If you were Mark Zuckerberg, the founder and CEO of Facebook, what steps would you take to ensure the sites legitimacy? Are you optimistic or pessimistic about Facebooks future? Why? A friend of yours just bought a Sony digital camera. While showing it to you, he said, You think entrepreneurial firms are so smart, look at what Sony has done. It has produced a sophisticated digital camera that allows me to take pictures, download them to my PC, and e-mail them to family members. Sonys a big company, not a small entrepreneurial firm. What do you have to say to that? If you were to defend the role of entrepreneurial firms in developing new technologies, how would you respond? The You Be the VC 2 feature focuses on Riya, a company that uses face and text search technology to allow people to automatically search digital photos for specific people,
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events, or places. What similarities, if any, do you see between Riya and Segway, the company featured in the What Went Wrong? boxed feature in the chapter? 14. Go to the Web site of Coldwater Creek, a womans apparel company that is located in Sandpoint, Idaho, which is on the shores of beautiful Lake Pend Oreille. Spend some time looking at the Web site and reading about Coldwater Creeks history and current offerings. Do you consider Coldwater Creek to be a firm that practices corporate entrepreneurship? If so, what unique value does Coldwater Creek offer to its customers? In what ways, if any, does Coldwater Creek contribute to the economy, to society, and to the success of larger firms? 15. When Jill graduated from college, she opened a small ski shop near Jackson Hole, Wyoming. Although the shop sells some ski equipment, its primary purpose is to give lessons to people who want to learn to ski. Jill likes to tell her friends that she is a true entrepreneur, just like her father, who started several technology businesses and patented more than 10 products. Do you consider Jill an entrepreneur? If not, what type of firm did she start? If someone bought Jills business, what steps could they take to make it an entrepreneurial venture?
1.1
Company: Cereality
www.cereality.com
Cereality stores are bright and pleasant and include a wide selection of cereal from which to make a selection. The company currently has three stores, with the flagship unit located in the Memorial Union Building at Arizona State University in Tempe, Arizona. The other stores are located near the Sears Tower in Chicago and near the University of Pennsylvania in Philadelphia. Along with selling bowls of cereal, Cereality sells boxes of cereal, which can be mixed any way a customer wants. For example, a box of cereal could include a mixture of Frosted Flakes, Cheerios, and Cocoa Puffs. The boxes can also be customized and include a personalized greeting or artwork on the cover. Smoothie type drinks, made from common cereal toppings like strawberries, bananas, and yogurt, are also available. Cereality is considering its options for expanding. The three stores it owns are company-owned stores. It has had over 5,000 inquiries for franchise locations. As a result, it is considering selective franchising as a potential growth strategy.
Q&A: Based on the material covered in this chapter, what questions would you ask the firms founders before making your funding decision? What answers would satisfy you? Decision: If you had to make your decision on just the information provided in the pitch and on the companys Web site, would you fund this firm? Why or why not?
Business Idea: Open a chain of small walk-in restaurants (similar to sub-shop restaurants) that serve only cereal. Make the process of buying cereal inviting enough that cereal becomes an alternative to fast food where Cereality stores are located.
Pitch: There are many different forms of fast food, many of which no longer hold much interest for a large group of consumers. In addition, most fast-food restaurants have similar formats and are not fun or appealing destinations. To address these shortcomings, and to breathe new life into the fast-food industry, Cereality will open small restaurants where customers will be able to walk up to counters to purchase their favorite brand of hot or cold cereal. A consumer can order up to two brands of cereal and a topping, which are mixed together by Cereality employees. The employees are clad in pajamas, to capture the nostalgia associated with cereal. A variety of milk products are available, including skim, 2 percent, whole, and soy. The cereal is placed in take-out-suitable containers, for patrons who want to eat on the run or at home. Several Cereality signature blends of cereal are available to show people that mixing different brands of cereal and toppings can make for a delicious meal. For example, the signature blend Burst O Berry is a mixture of Kelloggs Froot Loops, Quakers Capn Crunch Berries, and a dried mixed berry topping.
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1.2
Company: Riya
www.riya.com
has already taught Riya to recognize. In these instances, you can simply transfer Riyas prior learning to your account. Riya also can search for locations and for combinations of locations and people. For example, if you tell Riya to show you all the pictures of yourself in Aspen, Colorado, guess what happens? Amazingly, if youre standing next to a ski lift that says Aspen Riya will find the picture. Further, if you tell Riya to show you all the pictures of Sarah Ryan and yourself in Aspen, Colorado, you got it. If you and Sarah were photographed while standing next to that same ski lift, Riya will find the picture. Riya is still in beta mode and the founders like to say, Riya is like a two-year-old child in terms of its recognition ability, so its not perfect yet. But Riya is ready for you to give it a try. In terms of its business model, Riya has a number of possibilities for making money. The company is considering advertising, licensing its technology, and a possible acquisition by a larger company.
Q&A: Based on the material covered in this chapter, what questions would you ask the firms founders before making your funding decision? What answers would satisfy you? Decision: If you had to make your decision on just the information provided in the pitch and on the companys Web site, would you fund this firm? Why or why not?
Business Idea: Use face and text search technology to allow people to automatically search their digital photos for specific people, events, or places. Pitch: How many digital photos do you have 100, 1,000, or maybe even 10,000? If I asked you to find all of your photos of yourself, or of your best friend, or of your ski trip to Colorado, how long would it take you? Admit ityoure probably like most of us, meaning that this task would consume a fair amount of your time. But there is hope for you and me and others sharing our predicament. While there are lots of online services that help people print, organize, and share their photos, Riya is the first service that helps people automatically search them. Riya is a photo search service that uses face and text technology to look inside digital photos. Heres how it works. Once you have uploaded your photos to Riya, you click on the manual training tab to teach Riya what someone looks like. So, if you have several photos of your best friend Sarah Ryan, you select the photos and move them into a folder named Sarah Ryan. Riya then learns what Sarah looks like. You can then search for Sarah in your library of photos, and Riya will find every photo in which Sarah appears. Riya also has an auto training tab, which takes the service even further. If you click on the auto training tab, Riya will search your photos and will tell you the people in your photos that it already knows. These are the people that someone else
1.1
Bruce R. Barringer,
University of Central Florida
Dream Dinners: Creating a Business Concept to Help Busy Families at Meal Time
www.dreamdinners.com
The Birth of Dream Dinners
R. Duane Ireland,
Texas A&M University
Introduction
The best new businesses typically happen when three things converge: someone is passionate about an idea, a market opportunity for the idea exists, and the person with the idea has the skills to implement it. This is exactly what happened in the case of Dream Dinners.
A stay-at-home mother, Stephanie Firchau regularly prepared meals for her family ahead of time and froze them to use on hectic days. She was so good at doing this that she frequently invited friends over to prepare meals with her. Word spread about what she was doing. I started getting phone calls and e-mails from (family and friends) asking if they could come, she recalls. To accommodate the growing demand, she rented a commercial kitchen on several occasions, charging people only for the ingredients they used. For Stephanie, the whole idea of preparing meals ahead of time was to reduce
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Dream Dinners Recipe for Success: Passion, Market Opportunity, and the Skills to Make It Happen
Passion Both founders were passionate about helping families share evening meals together
Market Opportunity Feedback from customers willing to pay for the service indicated that a market opportunity existed
Skill Founder Stephanie Firchaus professional background in catering and the business side of cooking
stress for her family around mealtime, yet still feed her family a home-cooked meal. Sure, on particularly busy evenings she could order pizza or serve her family Stouffer frozen dinners. But her preference remained for serving home-cooked meals that she had prepared for her family. All the interest in what she was doing got Stephanie thinking that she might be onto a business idea. She had a background in catering so was familiar with the business side of cooking. To get help fleshing out her idea, she contacted Tina Kuna, a long-time friend and also a stay-athome mother. The two agreed to start a business around Stephanies idea, and Dream Dinners was born.
Foundations of Early Success
The structure of Dream Dinners quickly evolved. Like Stephanies early experiences in the commercial kitchens, each Dream Dinners store is a physical location that provides a setting for its customers to prepare meals. This is how it works. A person registers on the Dream Dinners Web site and picks a 2-hour session that works best for her or him. Customers then pick the meals that they would like to prepare from a list of entrees that Dream Dinners is featuring that month. Usually, about 12 entrees can be prepared in a 2-hour session. Each entree serves four to six people. The entrees vary on a month-tomonth basis and have included a wide variety of culinary delights, such as Stir-Fried Chicken with Shrimp, Moms Macaroni & Beef, Deep Dish Chicago-Style Pizza, French Country Chicken, and Apple-Braised Boneless Pork Chops. When customers arrive at the center, the ingredients for the entrees that they selected are ready to go. The ingredients are precut, and the appropriate measuring cups and spoons are available. The dinners can be customized on the spotso if a customers family is particularly fond of cheese, more cheese can be added. Instructions for preparing each dinner are provided and Dream Dinners employees are on hand to offer advice and answer questions. Once the dinners are prepared, they are placed in
freezer-suitable containers. Dream Dinners even cleans up the mess. The idea is to provide customers the joy and emotional satisfaction of preparing meals for their families without the hassles involved with starting from scratch. The cost of 12 entrees is about $200, or just $3.00 per serving. Dream Dinners also sets up private parties for groups of friends or for co-workers who want to come in at the same time. Once at home, the meals can be heated in an oven or run through the microwave and served in a matter of minutes. When Dream Dinners first started, the founders were surprised by the interest that people had in their concept. Recalling how intense the interest was, Tina Kuna, one of the cofounders, said, Weve had people e-mail us their FedEx numbers (apparently thinking that they could order premade meals to be shipped). We even had two women from Sacramento, California, fly up, cook over the weekend, and pack everything to ship on the plane home.70 Looking back, the early success of Dream Dinners can be attributed in part to the three factors mentioned at the beginning of the case converging at the same time: passion for an idea, a market opportunity, and an entrepreneur with the skills needed to implement it. All of these qualities were present in Dream Dinners rollout as a company. To illustrate this point, the figure titled Dream Dinners Recipe for Success: Passion, Market Opportunity, and the Skills to Make it Happen depicts how these three attributes converged in Dream Dinners case.
A New Position in the Marketplace
The position that Dream Dinners fills in the marketplace is another important reason for its success. The company basically wants to accomplish two things: (1) help families enjoy an evening meal together and (2) make those members of the family responsible for providing the meals feel good about themselves and their role in preparing the food. The position that Dream Dinners carved out for itself in the evening meal marketplace is shown in the grid titled Dream Dinners Positioning Strategy. Looking at the grid,
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Emotional Satisfaction Derived from Preparing Meals for Your Family
Dream Dinners Positioning Strategy

Combining the Advantages of Moderate Preparation Time and High Emotional Satisfaction Derived from Preparing Meals for Your Family
High Dream Dinners Unobtainable Position Emotional Satisfaction High Preparation Time Moderate Home-Cooked Meals
Restaurants
Pizza Delivery Frozen Dinners Deli Carry-Out
Undesirable Position
Low Low Eating Out Eating Prepared Food at Home Preparation Time Cooking at Home High
Dream Dinners is the only concept that helps people feel good about their role in preparing dinner for their families and still captures the advantage of relatively short preparation time. A particularly problematic position that Dream Dinners helps its customers avoid is the Undesirable Position shown in the lower right-hand portion of the graphic. This position represents incidences in which people take the time to prepare a home-cooked meal but receive little satisfaction from doing so because they feel rushed, they dont have all the ingredients they need, there is stress in the home, or for a variety of other reasons. People who fall into this category all too often are the ideal candidates for Dream Dinners value proposition.
Future of Dream Dinners
2. Look at the figure labeled Dream Dinners Recipe for
Success: Passion, Market Opportunity, and the Skills to Make it Happen. What would have happened if only two of the three attributes represented by the circles in the figure had been present when Dream Dinners was founded? If Stephanie Firchau hadnt had experience in the food business, is there any way that she and her cofounder could have overcome this limitation? 3. To what extent do you think Dream Dinners basic business idea adds value in the lives of its customers? Who is the ideal candidate to be a Dream Dinners customer? 4. What do you think? Do you think Dream Dinners concept is just a fad or do you think that Dream Dinners has real staying power? Explain your answer. Application Questions
1. Study Dream Dinners Web site and make note of the
Dream Dinners is now a rapidly growing franchise organization with over 130 franchise locations. Its concept was quickly copied, and there are now several similar companies selling franchises, including Super Suppers, Dinner by Design, and Meal Makers. A trade association has even been started, named the Easy Meal Prep Association, to help companies start meal preparation businesses. The real question for Dream Dinners and its competitors is whether the concept is just a fad or whether it has real staying power. The company also runs the risk of growing too quickly and finding that its difficult to provide proper support to all of its franchisees. Discussion Questions
1. Which of the characteristics of successful entrepre-
various ways in which the company supports the communities in which it is located. In your judgment, is the company doing enough in this area? In what ways are the companys initiatives in this area good business as well as philanthropic? 2. Do you have skills in the areas that you are the most passionate about? If so, how could you match your passion and your skills to use a process to pursue viable business opportunities? If your passions and your skills arent congruent, do you think this could limit your ability to become a successful entrepreneur? Is there anything you can do now to correct this lack of congruence?
Sources: Dream Dinners home page, www.dreamdinners.com (accessed May 7, 2006); A. Y. Pennington, Two Entrepreneurs Have Put This Question on Ice With Do-It-Yourself Frozen Entrees, Entrepreneur, August 2003.
neurs, discussed in this chapter, do you see in Stephanie Firchau and Tina Kuna? To what extent do you believe these characteristics have contributed do Dream Dinners success?
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1.2
Bruce R. Barringer,
University of Central Florida
Seattle Biodiesel: It Started with PassionIts Success Now Hinges on Execution Intelligence
www.seattlebiodiesel.com
A Fortunate Introduction
R. Duane Ireland,
Texas A&M University
Introduction
If you travel to Seattle and sense the smell of popcorn in the air, youll be disappointed if you think there is a movie theater or an amusement park nearby. Instead, youve probably just encountered a city bus. Seattles buses are fueled by biodiesel, a clean alternative to diesel fuel. And the fuel has an aroma very similar to popcorn. Environmentalists sing the praises of the biodiesel for being an environmentally friendly substitute for regular diesel fuel.
John Plazas Passion for Alternative Fuels
Shortly after he launched the company, John Plaza was introduced to Martin Tobias by a mutual friend. Tobias, a partner at Ignition Partners, a Seattle-area venture capital firm, was looking for investment opportunities on behalf of his firm. Through the process of investigating Seattle Biodiesel, Tobias became more and more excited about the company and its mission and started thinking that he might want to become personally involved. In late 2003, he left Ignition Partners to assume leadership of the firm, with Plazas enthusiastic blessing. Plaza remained on the management team, but recognized the value that Tobiass experience could bring to the firm. Commenting on what attracted him to Seattle Biodiesel, Tobias said: As a venture capitalist Ive reviewed over 1,200 plans and none have had the impact on me as what I saw from Seattle Biodiesel. I firmly believe the world has enough investors solving software problems, but there arent enough people solving this countrys energy dependency on foreign oil. John Plaza (the founder) and his management team have done an exceptional job bringing Seattle Biodiesel to life and now its time to take it to the next level. The way Tobias hopes to take Biodiesel to the next level is by growing the company and finding a way to make its economic model work. This effort will require sharp planning and execution. The biggest disadvantage of biodiesel is that it is more expensive than regular diesel fuel. As a result, the primary consumers of the fuel, to date, have been municipal governments, as part of their efforts to reduce pollution, and environmental enthusiasts. To move biodiesel into the mainstream market, Tobias believes that its price must be comparable to regular diesel.
Tobiass Three-Part Plan
The buses in Seattle get their fuel from Seattle Biodiesel, a company that was started in 2003 by John Plaza. Plaza, a former airline pilot, quit his job flying commercial airplanes to pursue an interest in alternative fuels. He points to a single flight that caused him to decide to make a career change. I was flying a 747 from Anchorage to Tokyo, and I started thinking about how much fuel that flight used, he said. I figured out that in a 6 1/2 hour flight, we used enough fuel to power my personal vehicle for 42 years. I had to make a change. The change that Plaza made was to start Seattle Biodiesel. Biodiesel is an alternative fuel for diesel engines and is refined from oils or fats, like the oils found in soybean, mustard, and canola seeds. To start the business, Plaza mortgaged his home, sold his boats and cars, and borrowed against his 401(k) plan. (Taking financial actions such as these are common for entrepreneurs who are passionate about their idea.) To get Seattle Biodiesels refining operations up and running, Plaza acquired the rights to use a 7,000-square-foot warehouse next to a cement plant near downtown Seattle, which included a set of huge tanks that were formally used by a brewery. Biodiesel works in any diesel engine with few or no modifications. It can be burned pure or in combination with regular diesel fuel. As noted, the use of biodiesel fuel yields significant environmental benefits. It is also attractive because it reduces Americas dependence on foreign sources of oil and provides another market for the sale of U.S.-grown crops.
To make biodiesel more price competitive, Tobias has a three-part plan. The plan is summarized in the table labeled Tobiass Three-Point Plan to Drive Down the Cost of Biodiesel. First, Tobias plans to increase the scale of Seattle Biodiesel and implement process efficiencies. To fund this effort, the company recently attracted $7.5 million in venture capital funding. Second, Tobias plans to shift the way his company sources its raw materials. Currently, the company buys soybean oil from Iowa, which is then shipped by rail to Seattle for refining. To eliminate this step, Tobias is actively involved in an effort to help Washington
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Tobiass Three-Part Plan to Drive Down the Cost of Biodiesel
Step 1
Increase the scale of Seattle Biodiesel and implement process efficiencies Encourage the production of oil-seed crops in Washington state to eliminate the need to source soybean oil from Iowa Support legislation that would require every gallon of diesel fuel sold in Washington state to contain some biodiesel
Step 2
Step 3
farmers learn how to integrate oil-seed crops into their crop rotations. If the raw material needed to refine biodiesel could come from local crops rather than from Iowa, a considerable cost savings could be realized. Finally, Seattle Biodiesel is actively involved in supporting legislation that would require every gallon of diesel fuel sold in the state to contain some biodiesel. Last year, the Minnesota legislature passed a law that requires gasoline there to be 20 percent ethanol by 2013. If the Washington legislature would follow suit in regard to diesel fuel, the demand for biodiesel fuel would increase dramatically. An increase in demand would allow Seattle Biodiesel to increase its scale even further, reducing per gallon refining and processing costs.
The Ultimate Importance of Execution Intelligence
advantages does Seattle Biodiesel have in its efforts to execute Tobiass plan and continue to grow? 2. To what extent did passion play a role in the founding of Seattle Biodiesel and its early success? Do you think that someone without passion for alternative fuels could have successfully founded the firm? Why or why not? 3. Which of the myths of entrepreneurs are dispelled by John Plaza and Martin Tobiass involvement in Seattle Biodiesel? 4. To what extent does Seattle Biodiesel have the potential to (1) make an economic impact on the Seattle area and the state of Washington, (2) make an impact on society, and (3) make an impact on larger firms? Application Questions
1. To what extent is Seattle Biodiesel creating a network
The future of Seattle Biodiesel hinges on Plazas and Tobiass ability to execute this carefully conceived plan. While passion is important, both entrepreneurs know that a process featuring sharp planning and execution must be in place and used to help a venture grow. Looking at the major businesses in Seattle, Tobias sees a bright future for Seattle Biodiesel. Considering that the U.S. diesel market is $160 billion a year, he said, Seattle Biodiesel could be bigger than Microsoft or Boeing. Discussion Questions
1. What degree of confidence do you have that Tobias
of stakeholders that have a vested interest in seeing the company succeed? Make a list of these people or groups. Comment on how each groups success is linked to Seattle Biodiesels ultimate success. 2. Make a list of 10 people you know who might help you if you decided to start a firm. Briefly comment on the ways that each individual could offer you assistance. In each case, make a note of what you are doing, or should be doing, to solidify and nurture these relationships.
Sources: W. Cornwall, Biodiesel Suffers Image Setback, The Seattle Times, April 19, 2006; Biodiesel Production Soars: 2005 Production Expected to Triple Last Years Figures, Environmental News Network, November 9, 2005; Seattle Biodiesel Closes $2 Million Financing: New CEO With Package, Green Car Congress, July 18, 2005.
will be able to execute his three-part plan? What factors have to come together for the plan to work? What
Endnotes
1. L. Franklin, Sarah Schupp Helps Parents Get Around In a College Town, Portfolio (Alumni Newsletter), Leeds School of Business, University of Colorado-Boulder, Winter, 2004. 2. Ibid. 3. K. Brown, CU Grads Magazine Targets Students Moms, Dads, The Boulder County Business Report, November 1124, 2005, 12. 4. I. M. Auggtums, A Campus Tour For Grownups, The Dallas Morning News, December 11, 2005.
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Principles of Entrepreneurship

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PA R T O N E CHAPTER Decision to

Decision to Become an Entrepreneur

Currently in my iPod Norah Jones

Best advice Ive received Be persistent

My biggest worry as an entrepreneur Losing a customer

Best part of being a student Support from faculty

First entrepreneurial experience Published coupon book for college students

What I do when Im not working Play tennis

PART 1 DECISION TO BECOME AN ENTREPRENEUR

3. Discuss three main

4. Identify four main

5. Explain the five common

7. Discuss the changing

8. Discuss the impact of

10. Explain the

CHAPTER 1 INTRODUCTION TO ENTREPRENEURSHIP

1. Explain entrepreneurship and

PART 1 DECISION TO BECOME AN ENTREPRENEUR

CHAPTER 1 INTRODUCTION TO ENTREPRENEURSHIP

Why Become an Entrepreneur?

3. Discuss three main reasons

that people decide to become entrepreneurs.

PART 1 DECISION TO BECOME AN ENTREPRENEUR

Characteristics of Successful Entrepreneurs

4. Identify four main

CHAPTER 1 INTRODUCTION TO ENTREPRENEURSHIP

FIGURE 1.1 Four Primary Characteristics of Successful Entrepreneurs

Passion for the business

Tenacity despite failure

PART 1 DECISION TO BECOME AN ENTREPRENEUR

TABLE 1.1 The Importance of Passion in Launching a Successful New Venture

Judi Sheppard Missett Jazzercise Nationwide Fitness Franchise Carlsbad, California

Ross Levin Accredited Investors Edina, Minnesota

CHAPTER 1 INTRODUCTION TO ENTREPRENEURSHIP

PART 1 DECISION TO BECOME AN ENTREPRENEUR

Common Myths About Entrepreneurs

5. Explain the five common myths

CHAPTER 1 INTRODUCTION TO ENTREPRENEURSHIP

Common Traits and Characteristics TABLE 1.2 of Entrepreneurs

PART 1 DECISION TO BECOME AN ENTREPRENEUR

What Segway Has Learned the Hard Way

Questions for Critical Thinking

CHAPTER 1 INTRODUCTION TO ENTREPRENEURSHIP

PART 1 DECISION TO BECOME AN ENTREPRENEUR

Types of Start-Up Firms

6. Explain how entrepreneurial

FIGURE 1.2 Types of Start-Up Firms

CHAPTER 1 INTRODUCTION TO ENTREPRENEURSHIP

Changing Demographics of Entrepreneurs

Discuss the changing demographics of entrepreneurs in the United States.

PART 1 DECISION TO BECOME AN ENTREPRENEUR

CHAPTER 1 INTRODUCTION TO ENTREPRENEURSHIP

Economic Impact of Entrepreneurial Firms

Entrepreneurial Firms Impact on Society

PART 1 DECISION TO BECOME AN ENTREPRENEUR

uShip: Helping Individuals and Shippers Move Items More Effectively

Questions for Critical Thinking

CHAPTER 1 INTRODUCTION TO ENTREPRENEURSHIP

Entrepreneurial Firms Impact on Larger Firms

9. Identify ways in which large

The Entrepreneurial Process

10. Explain the entrepreneurial

PART 1 DECISION TO BECOME AN ENTREPRENEUR