Average Reviews:
(More customer reviews)As I write this, the Nasdaq has fallen below 2200. This would be a horrible time to come out with one of those arrogant, jargon-filled, air-headed books celebrating Internet mania.
Fortunately, Tim Burns instead takes a back-to-basics approach to Internet entrepreneurship. He correctly identifies the genuine characteristics of the New Economy, e.g., "The new organizational wealth no longer centers around physical capital but around intellectual capital." (p. 22) But he advocates traditional business discipline rather than throwing the rulebook out the window.
In theory, a book about starting an Internet business might have to cover economic theory, business strategy, accounting, law, and finance, as well as describe the technical features and business implications of the Internet. In practice, an author has to pick and choose.
Burns puts emphasis on
--analysis of business opportunities (particularly in chapter 2, where he contrasts ten fallacies of Internet entrepreneurship with he calls the "reality-based Internet business model.")
--advice about creating a business plan
--principles of accounting (Burns' background is particularly strong here)
On the other hand, the discussions of Internet marketing tactics tend to be few and far between. Someone seeking advice on designing and promoting a web site or on email marketing would have to look elsewhere.
I think that this book best serves someone who never went to business school and who wants to fill in some knowledge gaps before launching a new enterprise. It's a lot less expensive than going back for your MBA.
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