College Cash / Edition 1

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Entrepreneurship on campus, virtually unheard of five years ago, is fast becoming a megatrend. There are nearly a million people collegeage or younger who now run their own businesses. Van R. Hutchinson, the author of this highly entertaining, readable guide to starting and managing a profitable business during college, is an authority on the subject. His enterprises have run the gamut from lemonade sales at age six to founding schools in Third World countries to writing his first book, Excelling: High School Superstars and How to Become One, originally a high school project.

College Cash offers detailed discussions of a wide variety of student-operated businesses, explaining how they are organized and run effectively. It introduces each chapter with success stories such as that of Dan Bienenfeld of the University of California, whose calendar business topped one million dollars in sales last year. Hutchinson's infectious enthusiasm for the rewards of individual initiative will cajole even the most reluctant coed through the practicalities of business. Ample worksheets, an abundant list of resources, and original ideas for starting new businesses supplement this detailed handbook. College Cash also features imaginative, clever illustrations by John Callahan


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Product Details

  • ISBN-13: 9780156191500
  • Publisher: Houghton Mifflin Harcourt
  • Publication date: 9/19/1988
  • Edition description: 1st Harvest/HBJ ed
  • Edition number: 1
  • Pages: 260
  • Product dimensions: 5.50 (w) x 8.50 (h) x 0.59 (d)

Table of Contents

Chapter Page
Foreword: Verne Harnish, Co-founder, Association of Collegiate Entrepreneurs ix
Launching a Megatrend: The Student Entrepreneur Movement in America
California Dreamin' Featuring Dan Bienenfeld of Design Look, Inc.
Are You an Entrepreneur? (A Quiz)
Rewards of Entrepreneurship

Follow Your Heart—Using Your Head: Choosing the Right Business for You
Free and Clear Featuring Marc Magor of High Adventure Sports
Take Your Passion
Make It Happen
Testing the Market
Entrepreneur Apprenticeship
Making the Decision
50 Proven Business Ideas for Students

Plan Your Work, Work Your Plan: Creating and Using a Business Plan
Cooking Up Cash Featuring Ken Carter of T. C. Catering
Researching Your Idea
Choosing a Name
The Business Plan
Putting Your Business Plan to Work

Capitalizing on a Shoestring: How to Find Those Hidden Resources
Becoming an EntrepRENOIR Featuring Beth Whiting of All Beth's Creations
Your Initial Operating Budget
Finding Startup Money
Obtaining a Loan
Buying Equipment, Services, and Supplies
Surviving Startup

Use a Rifle, Not a Shotgun: Finding All the Customers You Can Handle
Getting Rich Featuring Kim Merritt of Kim's Khocolate, Inc.
Defining Your Market
Co-Evolving with Your Competitors
Pricing and Packaging
Test Marketing
Alternative Marketing Strategies

When It Pays to Be Off the Wall: Advertising, Promotions, and Publicity
Clowning Around Featuring Jim Hall, Professional Entertainer
Printed Sales Tools
Paid Advertising
Publicity (Free Advertising!)
Word-of-Mouth Advertising Networks
30 Creative Advertising Ideas

From "Thanks, But—" to "Yes, Please!": How to Open and Close a Sale
Pondering Profits Featuring Don Carruthers of Food For Thought
New Age Principles for Sales Success
The Psychology of Selling
Overcoming Objections
A Few Final Sales Tips

Laughing All the Way to the Bank: Bookkeeping and Cash Management
Playing Anti-Monopoly Featuring Ken Appel of KB Books
Bookkeeping Systems
Receipts and Other Paper Records
Am I Really Making Money?
Break-Even Point
Getting Advice
Selling Your Business
Sam's Your Uncle, Not Your Big Brother: A Demystification of Legal and Tax
Taking It to the Street Featuring Dave and Stephen Goldman of MacProducts USA
Legal Paperwork: The Basics
Facts about Taxes
Deductions for Student Entrepreneurs
Filling Out the Forms

Managing the Win/Win Way: New Styles of Entrepreneurial Leadership
Summing Up the Parts Featuring Karl Edelmann of Edelkinder GMBH
Sole Proprietorship
The Entrepreneurial Team
Evaluating Your Needs
The New Management School
Creating the Team

The Business Physician's Desk Reference: What to Do When Your Business Gets a Cold
On-Line Adventure Featuring David Fogel of Hotline Software
Nine Diseases Common to Student Businesses
Preventive Medicine

Time Flies—Fly with It!: Time Management and Motivation
Speaking from the Heart Featuring Laurie Stewart of L. A. Stewart Productions
The Sequence for Success
Managing Blocks of Time
Balancing School and Business Activities
Staying Motivated
Empowering Habits for High Achievement

Readin' Writin' and Retail: How to Integrate School and Entrepreneurship
Hot-Wiring Reality Featuring Brett Kingstone, Author
Academic Credit
Entrepreneurship Programs
Other Training Programs
Ace—The Association of Collegiate Entrepreneurs
Entrepreneurial Education in Perspective
Start an Entrepreneurs' Club

Spaceship Earth/Destination: Enterprise: Entrepreneurship in the New Age
New Age Networking Featuring Scott Mize of Mize Technology Development
Social Transformation through Business
What Wealth Really Is
A Vision for the Future ... and Where We Are Now

Entrepreneurial Ideas 228
Business Plan and Budget 236
Acknowledgments 239
About the Author 240
About the Illustrator 241

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