Table of Contents
Page
Chapter / Section
0.1 - Foreword To Grandma's Secret Recipe
1 - 1 Make Your Company Special and Unique
1.1 - I wrote this book for you
1.2 - The perils of over-similarity
2.1 - What is the reason for the title "Grandma's Secret Recipe"?
2.2 - High-value features and true uniqueness make the difference
2.2.1 - A good product alone is not enough - no matter how unique and feature-rich
2.2.2 - Why uniqueness gives you BIG advantages
2.2.3 - What investors want to know
2.3 - The six parts of a unique idea
2.3.1 - Factors that can wipe out even the most unique and brilliant idea
2.3.2 - Remind yourself to keep your idea's uniqueness fresh
2.4 - Case studies: Learning from brilliantly unique companies
2.4.1 - Nespresso - the luxurious coffee machine
2.4.2 - Apple - the computer made functional and beautiful
2.5 - Case Studies: "Free" is powerful, and can be unique
2.5.1 - Skype - call free, world wide
2.5.2 - Google - free is good, fast and for everyone
3.1 - The Brilliant Idea in 60 Seconds
3.2 - Second movers versus first movers
3.2.1 - How your competitors get customers
3.2.2 - Brilliant ideas have a breakthrough within six months
3.2.3 - How to measure an idea's brilliance
3.3 - How to begin developing your brilliant idea
3.3.1 - How to sort your ideas
3.3.3 - Destroy existing thought-frames
3.3.4 - Early entry is better than too late
3.4 - Differentiation and uniqueness
3.4.1 - Ten points of differentiation for a winning company
4 - competitors, market and pricing
4.1 - How to cope with competitors
4.1.1 - Who is who and how many?
4.1.2 - Seven-step guide to mapping competitors
4.1.3 - Competitor attack: To the bone!
4.3 - ...And the size of the market is?
4.3.1 - Where do you go to make the most money?
4.4 - How do you know the time is right to enter a market?
4.5 - Your target group is important, but make it narrow
4.5.1 - Different customers. Different needs. Different money.
4.6 - How to Get Your Prices Right the First Time
4.6.1 - How to price for optimum gains
4.6.2 - More on building good price packages
4.7 - Know the differences between rational and emotional choices
4.7.1 - Value over price, don't forget that
4.7.2 - Free stuff and high value for your customers works
4.7.3 - Before giving something away, be sure you'll be getting something in return
4.8 - How to make attractive special offers
5 - Business Model, Money and Humans
5.1 - A business model that doesn't include profits is s**t!
5.1.1 - How to develop a brilliant business model
5.2 - The secret to many entrepreneurs and investors
5.3 - Basic economics from an investor's perspective
5.3.1 - This is how your business should look
5.4 - How to analyze and optimize conversion rate
5.4.1 - Why is optimizing so important? Why not just push for more traffic?
5.5 - Taking your brilliant idea to the next level; the importance of people
5.5.1 - Your company, and implementing your idea in daily work life
5.5.2 - How can you test your idea?
6 - How to continually optimize your idea and team
6.1 - Workshop: Checklist for generating a brilliant idea
6.2 - Examples: Facebook and freeware, just to get started
7 - How to build and hire the right team without failures
7.1 - Rules for hiring and firing
7.1.2 - How qualified is the person?
7.1.3 - How to get the best applicants
7.1.5 - Ending the job interview
7.1.6 - How to make sure you make the right hire
7.1.7 - The first day on the job
7.1.8 - Questions for your job interview
7.3 - The power of spreading the word and raising awareness
7.3.1 - Reviews from users are the new power
7.3.2 - PR is another power tool
7.3.3 - Ten-step guide to improving your website
7.4 - Are you still hungry for more?
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.
Grandma's Secret Recipe is a must read for all entrepreneurs. My advice: Start reading this awesome book on entrepreneurship today!
About the Author
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.