Table of Contents

Page

Chapter / Section

1

0.1 - Foreword To Grandma's Secret Recipe

2

0.2 - Author's Introduction

3

1 - 1 Make Your Company Special and Unique

4

1.1 - I wrote this book for you

5

1.2 - The perils of over-similarity

6

2 - It's All About Uniqueness

7

2.1 - What is the reason for the title "Grandma's Secret Recipe"?

8

2.2 - High-value features and true uniqueness make the difference

9

2.2.1 - A good product alone is not enough - no matter how unique and feature-rich

10

2.2.2 - Why uniqueness gives you BIG advantages

11

2.2.3 - What investors want to know

12

2.3 - The six parts of a unique idea

13

2.3.1 - Factors that can wipe out even the most unique and brilliant idea

14

2.3.2 - Remind yourself to keep your idea's uniqueness fresh

15

2.4 - Case studies: Learning from brilliantly unique companies

16

2.4.1 - Nespresso - the luxurious coffee machine

17

2.4.2 - Apple - the computer made functional and beautiful

18

2.5 - Case Studies: "Free" is powerful, and can be unique

19

2.5.1 - Skype - call free, world wide

20

2.5.2 - Google - free is good, fast and for everyone

21

3 - THE BRILLIANT IDEA

22

3.1 - The Brilliant Idea in 60 Seconds

23

3.2 - Second movers versus first movers

24

3.2.1 - How your competitors get customers

25

3.2.2 - Brilliant ideas have a breakthrough within six months

26

3.2.3 - How to measure an idea's brilliance

27

3.3 - How to begin developing your brilliant idea

28

3.3.1 - How to sort your ideas

29

3.3.2 - Disrupt everyday life

30

3.3.3 - Destroy existing thought-frames

31

3.3.4 - Early entry is better than too late

32

3.4 - Differentiation and uniqueness

33

3.4.1 - Ten points of differentiation for a winning company

34

4 - competitors, market and pricing

35

4.1 - How to cope with competitors

36

4.1.1 - Who is who and how many?

37

4.1.2 - Seven-step guide to mapping competitors

38

4.1.3 - Competitor attack: To the bone!

39

4.2 - Your USPs

40

4.3 - ...And the size of the market is?

41

4.3.1 - Where do you go to make the most money?

42

4.4 - How do you know the time is right to enter a market?

43

4.5 - Your target group is important, but make it narrow

44

4.5.1 - Different customers. Different needs. Different money.

45

4.6 - How to Get Your Prices Right the First Time

46

4.6.1 - How to price for optimum gains

47

4.6.2 - More on building good price packages

48

4.7 - Know the differences between rational and emotional choices

49

4.7.1 - Value over price, don't forget that

50

4.7.2 - Free stuff and high value for your customers works

51

4.7.3 - Before giving something away, be sure you'll be getting something in return

52

4.8 - How to make attractive special offers

53

5 - Business Model, Money and Humans

54

5.1 - A business model that doesn't include profits is s**t!

55

5.1.1 - How to develop a brilliant business model

56

5.2 - The secret to many entrepreneurs and investors

57

5.3 - Basic economics from an investor's perspective

58

5.3.1 - This is how your business should look

59

5.4 - How to analyze and optimize conversion rate

60

5.4.1 - Why is optimizing so important? Why not just push for more traffic?

61

5.5 - Taking your brilliant idea to the next level; the importance of people

62

5.5.1 - Your company, and implementing your idea in daily work life

63

5.5.2 - How can you test your idea?

64

6 - How to continually optimize your idea and team

65

6.1 - Workshop: Checklist for generating a brilliant idea

66

6.2 - Examples: Facebook and freeware, just to get started

67

7 - How to build and hire the right team without failures

68

7.1 - Rules for hiring and firing

69

7.1.2 - How qualified is the person?

70

7.1.3 - How to get the best applicants

71

7.1.4 - The job interview

72

7.1.5 - Ending the job interview

73

7.1.6 - How to make sure you make the right hire

74

7.1.7 - The first day on the job

75

7.1.8 - Questions for your job interview

76

7.2 - Bonuses and extras

77

7.3 - The power of spreading the word and raising awareness

78

7.3.1 - Reviews from users are the new power

79

7.3.2 - PR is another power tool

80

7.3.3 - Ten-step guide to improving your website

81

7.4 - Are you still hungry for more?

82

7.5 - How to make Grandma's Danish meatballs

83

7.6 - Would you help me share this book?

Testimonials

Toke Kruse is introducing everyone to the basics of how to develop an idea and run it as an online business. I have known and worked with Toke for many years, and he is actually practicing what he is writing about. That makes this book even more relevant, both to newcomers, and to oldies in online business who need a fast brush-up on what it is all about. Read it, learn from it and implement what fits into your business. This will surely help you stay on top of your online business.

-Denis Lewinsky, Entrepreneur, former CEO of E*trade Denmark

Grandma's Secret Recipe is a must read for all entrepreneurs. My advice: Start reading this awesome book on entrepreneurship today!

-Torbjørn Flensted, SEO.dk, Entrepreneur

About the Author

Toke Kruse
Photo: Mark Knudsen

Toke Kruse is 29 years old, has been an entrepreneur for over 10 years, has established more than 10 different companies, written three books, has clients all over the world and is co- founder of Billy’s Billing.