You are here

Launching Successful Ventures

Launching Successful Ventures

November 2018 | 352 pages | SAGE Publications, Inc
“Finally a textbook about entrepreneurship written by those who have actually done it rather than just studied it.”

–W. Don Stull, Texas Tech University 

The majority of new businesses don’t survive their first year. Launching Successful Ventures teaches students the nuts and bolts of creating new ventures while helping them avoid the common pitfalls that often lead to failure. Entrepreneurial exercises, case studies, step-by-step guidelines, and in-depth coverage of important financial topics such as managing cash flow, equity capital, and debt and investment capital are designed to help students build sustainable, lucrative ventures. Authored by successful serial entrepreneurs and award-winning researchers Michael Fountain and Tom Zimmerer, this new text provides a concise, practical guide for students seeking to develop high-growth ventures.

About the Authors
Chapter 1. The Entrepreneurial Venture
Chapter Learning Objectives

The Entrepreneur

Types of Entrepreneurial Ventures

Where Are Today’s Entrepreneurs Coming From?

Your Challenge

Global Entrepreneurship and the Acceleration of Competition

Customer-Focused Business Models

Developing an Entrepreneurial Culture

The Need for Continuous Change

Social Entrepreneurship in Our Economy


Entrepreneurial Exercises

Chapter 2. Creativity and Market Viability
Chapter Learning Objectives

In Search of the Valuable Idea

The Power of Human Creativity

Screening and Evaluating Ideas

Market Evaluation Steps

Creating a Potential Adopter Profile

Building an Opportunity Evaluation Model

The Seven-Part Assessment Model

Assessing the Actual Market Potential: The Ugly Realities


Entrepreneurial Exercises

Chapter 3. Industry and Competitive Analysis
Chapter Learning Objectives

Assessing the Industry

The Macroenvironmental Analysis Process

Components of the Macroenvironment

Stages of Industry Development

Analyzing Industry Behavior

Competitive Analyses and Competitive Profile Matrices

Creating Your Business Model

Entrepreneurial Exercises

Chapter 4. New Venture Marketing
Chapter Learning Objectives

Customers and the Market

“Market Disruptors”

Switching Cost: A Barrier to Adoption

Market Research and Market Segmentation

Effective Marketing Strategies

Components of a Marketing Strategy

Product Strategies

Place Strategies

Pricing Strategies

Promotion Strategies


Entrepreneurial Exercises

Chapter 5. The Financial Plan
Chapter Learning Objectives

By the Numbers

Financial Analysis

Basic Financial Statements

Breakeven Analysis and the Pro Forma Financial Statement

Financial Ratio Analysis


Entrepreneurial Exercises

Chapter 6. Cash Flow Management
Chapter Learning Objectives

Cash and Profits Are Not the Same

Cash Flow Process

Cash Flow Management: Inventories

Cash Flow Management: Accounts Payable

Avoiding the Cash Crunch


Entrepreneurial Exercises

Chapter 7. The Founder and the New Venture Team
Chapter Learning Objectives

Founder’s Responsibility

The Founder as Leader

Leadership in Action

Team Member Success = Organizational Success

Team Member Selection

Creating an Ethical Environment


Entrepreneurial Exercises

Chapter 8. Forms of Ownership
Chapter Learning Objectives

Protecting Intellectual Property

Protecting Intellectual Property Rights

Selecting an Appropriate Form of Ownership

Business Licenses and Permits


Selecting an Attorney


Entrepreneurial Exercises

Chapter 9. The Business Plan
Chapter Learning Objectives

The Value of Writing a Business Plan

Road Map to Success

Challenges of the Business Plan

Structure of the Business Plan

Presenting the Business Plan

Entrepreneurial Exercises

Chapter 10. Equity Capital
Chapter Learning Objectives

Equity Capital

Sources of Equity Financing

Types of Equity Instruments

Raising Equity Capital

Entrepreneurial Exercises

Chapter 11. Debt and Alternative Forms of Investment Capital
Chapter Learning Objectives

Fundamentals of Non-Equity Financing

Government Sources of Capital

Entrepreneurial Exercises

Chapter 12. Structuring the Deal
Chapter Learning Objectives

Managing Investor Expectations

Valuing the Start-Up Company

Example of a Draft Private Placement Memorandum

Entrepreneurial Exercises

Chapter 13. Harvesting the Venture
Chapter Learning Objectives

Preparing For Your Exit

Selling the Venture


Public Liquidity Event


Entrepreneurial Exercises

Case 1: Never Underestimate the Power of Marketing

Case 2: A Little Bit of Science Never Hurts

Case 3: When Adversity Strikes

Case 4: Knowing When to Regroup

Case 5: When to Trust Your Gut

Case 6: Listen to Customers and Advance Incrementally

Case 7: Mitigate Risk

Case 8: Venture Capitalist Turned Entrepreneur

Case 9: Living an Entrepreneur’s Life

Case 10: To Sell or Not to Sell



Instructor Resource Site

Password-protected Instructor Resources include the following:

  • Test banks provide a diverse range of pre-written options as well as the opportunity to edit any question and/or insert your own personalized questions to effectively assess students’ progress and understanding.
  • Editable, chapter-specific PowerPoint® slides offer complete flexibility for creating a multimedia presentation for your course.
  • Teaching Notes includes sample answers to the end-of-chapter entrepreneurial exercises. 

“Finally a textbook about entrepreneurship written by those who have actually done it rather than just studied it.”

W. Don Stull
Texas Tech University

“This is a practical hands-on approach that is worth considering for your course–concise and full of meaningful exercises and examples.” 

Violet Z. Christopher
Antelope Valley College

“This book is a great resource for potential entrepreneurs and a good foundation for those brave enough to strike out on their own.” 

Kim L. Wangler
Appalachian State University

“Launching Successful Ventures is a decent resource for an introductory or mid-level course. It has the potential to be an excellent resource alongside writing a business plan. It also offers a detailed breakdown of the most vital concepts comprising entrepreneurship.” 

Adam Starks
Alderson-Broaddus University

“This book is well written with concepts that would engage students’ intellect in the Launching New Venture class.” 

Benjamin K. Ofili
Northeastern State University

“Practical with meaningful learning activities.” 

Ayisha E. Sereni
Montgomery County Community College

“This text attempts to offer the new entrepreneur a guide for success and focuses a good deal of attention on the analytical skills that many new entrepreneurs lack.”

Aaron M. Butler
Warner Pacific College

“This text is tuned for the high-growth venture founder who has a preconceived business concept.” 

Stephen E. Lanivich
Old Dominion University

“An excellent tool for entrepreneurship classes.” 

William J. Carner
Westminster College

“A great text for non-business majors, students without prior business knowledge, or nascent entrepreneurs to quickly gain an understanding of the process of entrepreneurship and access to some tools to quickly get them working on building their business.” 

April J. Spivack
Key features


  • Designed to provide step-by-step guidance through the entrepreneurial process and encourage students to apply key concepts to any potential real-world business venture.
  • Entrepreneurial exercises provide students with hands-on opportunities to apply chapter concepts. 
  • Real-world case studies introduce students to challenges and opportunities that entrepreneurs encounter.

Sage College Publishing

You can purchase or sample this product on our Sage College Publishing site:

Go To College Site

This title is also available on SAGE Knowledge, the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial.