About

I wrote Business Fits because after years as an entrepreneur, small businessman, consultant, and coach, I realized many entrepreneurs were not prepared for starting a business.  They often picked a business for the wrong reasons.  I knew of no other book that addressed this issue.

Most people select a business based on their perception of a product or service. They may have prior experience in the business. They may think the business would be fun, like turning a hobby into a business. They may have a perception of demand for the business based on their personal tastes. This is what I call an Outside-In approach, which can lead you down the wrong path.

I recommend an Inside-Out approach that matches your strengths, weaknesses and resources to a business model that can achieve your goals. Many new businesses fail because the owner was not properly prepared to market and operate the business. We don’t know what we don’t know.

Business Fits briefly addresses all aspects of running a business. I discuss how a business makes money, and why some businesses are destined to fail. I also discuss the advantages and disadvantages of new independent startups, buying an existing business, franchises, and other business opportunities.

In Business Fits I also address some common myths and mistakes about business like:

• Start small and grow.
• Banks make business loans.
• I need to find a business that can’t fail.
• I will know the right business when I see it.
• Do what you know and love and you will be a success.
• Starting a business is too risky. A good job is the only real security.
• Build a better mousetrap and the world will beat a path to your door.
• Why should I pay a franchise fee and continuing royalty for something I can do myself?

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