vii Copyright Goodheart-Willcox Co., Inc. Unit 1 Entrepreneurship . . . 2 Chapter 1 Entrepreneurial Careers . . . . 4 Section 1.1 Your Career. . . . . . . . . . 6 Section 1.2 Becoming an Entrepreneur . . . . . . . . . . . . . . . . .15 Review and Assessment. . . . . . . . . . . .24 Event Prep: Student Organizations . . . .26 Building Your Business Plan: Entrepreneurial Careers . . . . . . . . . . . .27 Chapter 2 Business Plan . . . . . . . . . 28 Section 2.1 Business Ideas . . . . . . .30 Section 2.2 Business Plan Puzzle . . .44 Review and Assessment. . . . . . . . . . . .57 Event Prep: Written Business Plan . . . .60 Building Your Business Plan: Business Plan . . . . . . . . . . . . . . . . . . . .61 Chapter 3 Ethics and Social Responsibility . . . . . . . . . 62 Section 3.1 Ethics . . . . . . . . . . . . . .64 Section 3.2 Social Responsibility. . . .72 Review and Assessment. . . . . . . . . . . .78 Event Prep: Ethics. . . . . . . . . . . . . . . . .80 Building Your Business Plan: Ethics and Social Responsibility . . . . . .81 Unit 2 Explore the Opportunities . . . 82 Chapter 4 Local and Global Opportunities . . . . . . . . . . 84 Section 4.1 Local Opportunities. . . .86 Section 4.2 Go Global . . . . . . . . . . .91 Review and Assessment. . . . . . . . . . .101 Event Prep: International Business Plan. . . . . . . . . . . . . . . . . . . . . . . . . . .104 Building Your Business Plan: Local and Global Opportunities. . . . . .105 Chapter 5 Market Research . . . . . . 106 Section 5.1 Target Market . . . . . . .108 Section 5.2 Do the Research. . . . .118 Section 5.3 Research the Competition . . . . . . . . . . . . . .130 Review and Assessment. . . . . . . . . . .135 Event Prep: Case Study Presentation . . . . . . . . . . . . . . . . . . . .138 Building Your Business Plan: Research the Market. . . . . . . . . . . . . .139 Expanded Table of Contents