Entrepreneurship is a dynamic process constantly evolving through innovation, in that entrepreneurs devise profitable products and services that did not previously exist. This process requires entrepreneurs to have major skills in different business areas.

The second edition of this book is about entrepreneurship in the South African business environment, and about the entrepreneurial process. It highlights three main aspects, namely: the entrepreneurial part of starting and running a business; the marketing of products and services; and the financial aspects of a profitable and sustainable business.

In a practical and accessible way, this book describes how entrepreneurs should arrange resources and activities in order for the potential business to operate as profitably as possible. The two aspects of marketing and finance are the most important functions of business that every entrepreneur needs to know in order to be sustainable both as a start-up enterprise and for long-term sustainability.

PART 1: Entrepreneurship 

• CHAPTER 1: Entrepreneurship and small, medium and micro enterprises in perspective 
• CHAPTER 2: Basic business concepts and the business environment
• CHAPTER 3: The identification and development of business ideas
• CHAPTER 4: The viability of a business idea

PART 2: Marketing

• CHAPTER 5: Fundamentals of marketing management
• CHAPTER 6: The marketing environment of business
• CHAPTER 7: Market segmentation, targeting and positioning
• CHAPTER 8: Product decisions....
• CHAPTER 9: Pricing decisions
• CHAPTER 10: Promotion decisions
• CHAPTER 11: Distribution decisions (placement)
• CHAPTER 12: Marketing planning, implementation and evaluation 

PART 3: Financial Management

• CHAPTER 13: An introduction to financial management
• CHAPTER 14: Basic accounting and financial statements
• Self-evaluation questions
• CHAPTER 15: Analysing the annual financial statements
• CHAPTER 16: Budgets
• CHAPTER 17: The capital requirements of any enterprise or organisation

The book is aimed at students in undergraduate courses as well as anyone planning to enter the world of entrepreneurship.