I chose this book for the November competition because it gets across some key points about starting up a business in a succinct and fun way. It takes an irreverent perspective on concepts such as business planning but makes up for it in its enthusiasm for making prospective entrepreneurs think about customers, products and markets realistically.
Having met Mike Southon (one of the authors) at a Beermat Ecademy event in Birmingham I can vouch for the fact that he is a/ a nice guy b/ knows what he is talking about becuase he has started up companies and (very importantly) been successful at it.
I read this book perhaps once every 3-4 months: it isn't very long. To remind myself what I need to keep doing and to help me advise clients.
If you want a great read too send us an email with Beermat Entrepreneur in the subject line and tell us who you are and what you do - you'll be entered in a prize draw to win a copy of the book on December 1st.
Gareth Edwards
Arrowsmith Marketing
November 2006
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