Guide 1:

So You Want To Be
An Entrepreneur?
Guide 1: So You Want to Be an Entrepreneur?

n INTRODUCTION

Welcome to the Citibank Small Business information guide series. This is one of ten
guides that have been developed just for you, a person who is thinking about starting
a small business or who has made the commitment to start one. It is targeted to
people who are considering starting a small business as well as small business owners
who want to learn more about successful strategies and skills. Citibank worked with
a team of small business owners like you to develop, write, and produce this series.
All of us know how important it is to have clear, concise information to make smart It’s important to
business decisions. Our goal is to share experiences about the dynamic, exciting small have clear, concise
information to
business community.
make smart
business decisions.
n Overview

This first guide in the series provides an overview of the field of entrepreneurship
and how you potentially fit into this field. You will quickly find that becoming an
entrepreneur is all about decisions. As you look at yourself in the business mirror,
have you carefully considered the practical realities and responsibilities of having your
own business?

Entrepreneurship is open to all individuals without preference to class, sex, race, creed
or nationality. Men and women from all walks of life, all ages, and all countries have
created innovative, successful businesses! Where do you fit into this picture? There are
no barriers – careful thought and planning is required no matter who you are or what
you want to start.

How do you decide if an entrepreneurial experience is best for you? You’ve probably
begun to explore and learn more about the personal, economic, and legal parameters of
starting a new business. Along with that research, you should carefully review the pros
and cons of having a career as an employee in a corporation as opposed to a career as
the owner/manager of a new, small, and perhaps, struggling business. In today’s job
market, is there any such thing as a stable career?

Guide 1: So You Want To Be An Entrepreneur? page 

The U.S. entrepreneurial landscape exhibits some very strong positive characteristics:

• The culture of the United States is one of seeking opportunities and taking

risks.

• The age group most active in entrepreneurial activity in the United States

includes people between 25 and 34 years of age with a broad variety of ethnic

backgrounds. The U.S. diversity contributes positively and significantly to

continuing and expanding the country’s entrepreneurial tradition. (2003 Global

Entrepreneurial Monitor Report)

• One out of every nine people (about 11% of the U.S. population) is involved

in entrepreneurship - either currently involved in the start-up of such an There are about
25 million small
enterprise or has been within the preceding 47 months. (2003 Global
businesses across
Entrepreneurial Monitor Report) the United States.

The U.S. Small Business Administration looks at “small business as the engine of
economic growth.” Consider these recent statistics.

• There are approximately 25 million small businesses in the country. More than

10.5 million Americans are self-employed.

• Small businesses currently employ more than half of the country’s workforce

and account for more than half of the private sector economic output.

• Small businesses provide approximately 75 percent of the new jobs added to

the economy.

Nevertheless, small businesses are not guaranteed to survive. This Guide is designed to
help you do the “homework” that is essential to increase the odds that your business
will survive — and thrive!

So You Want to be an Entrepreneur? will guide you through many questions and
many ways to assess whether or not entrepreneurship is right for you. You will be
encouraged to weigh your motives, your talents, and your skills.

Guide 1: So You Want To Be An Entrepreneur? page 

In this Guide, we will address the following questions.

I. What is entrepreneurship?

II. Do I have what it takes to be an entrepreneur?

III. How can I get started?

I. What Is Entrepreneurship?
Entrepreneurship is the process of organizing, managing, and assuming the risks and
rewards of a business or enterprise. Most people see entrepreneurship as the opportunity
to pursue the dream of working for themselves. For many, it’s not always about the
money, but rather, about the passion and the challenge. Do you have that drive? Most people see
entrepreneurship
as the chance
Consider the following quotes about business success. What are these mentors trying to work for
to tell us? themselves.

n “The only place where success comes before work is in the dictionary.”
– Vidal Sassoon
n “The only things that evolve by themselves in an organization are
disorder, friction, and malperformance.” – Peter Drucker
n “I promoted myself. I had to make my own opportunity! But I made it!
Don’t sit down and wait for the opportunities to come.” – Sarah Breedlove
Walker
n “Business is never so healthy as when, like a chicken, it must do a
certain amount of scratching for what it gets.” – Henry Ford
n “Let all your things have their places; let each part of your business
have its time.” – Benjamin Franklin

Guide 1: So You Want To Be An Entrepreneur? page 

The concept of entrepreneurship is “big” and involves many detailed concepts. Let’s
look closer at the concept of entrepreneurship to be sure we understand its scale.
Consider the following characteristics of entrepreneurship. Place a checkmark (√) next
to the characteristic, if you agree.

√ Entrepreneurship

Is action-oriented, most often associated with the

start of a new business or venture

Involves calculated risks

Involves much planning Calculated risks

exist in every
Starts small and grows business venture;
the key is to
minimize risk.
Let’s review these characteristics.

Entrepreneurship:
√ Is action-oriented. The key word in this characteristic is “action”; something is
always moving. Owning a start-up most likely means managing it as well, at least
at the beginning. The management concept means many things: making sure your
business runs smoothly and efficiently; finding a market for your product; meeting
the changing demands of your product in the marketplace; having in place the
necessary operations to allow your business to operate successfully; and maintaining
a productive and efficient workforce.

√ Involves calculated risks. The key word in this characteristic is “calculated”.

There is risk involved in every business. You can do preparation to make sure you
minimize risk as much as possible but sometimes, you get surprises, both positive
and negative. However, someone must take responsibility for the decisions. That
person is you. The more planning you do, the more you can minimize risk and
increase the likelihood of success.

Guide 1: So You Want To Be An Entrepreneur? page 

 One of the challenges in starting a business is financing. It takes money to start
and maintain a business, whether it is a one-person operation or a larger operation.
It is not easy to have an accurate financial estimate in the beginning. That’s why
it is important to plan for the unexpected; consider the calculated financial risks
during the start-up time. This step is even more important if you have a family and
dependents.

Activity: What are some of the other risks in starting your own business?
List some of the other risks involved with starting a business and some ways
to minimize those risks. Which of these risks would apply to your personal
situation if you were to start a business? The flip side of
independence in
your business is
Potential Risk Ways to minimize risk responsibility for
every aspect of it.

√ Involves much planning. The key word in this characteristic is “planning.”

Operating a successful business involves knowing how to do many things and
having many skills and talents. A good piece of advice for any entrepreneur is
to “do your homework” and educate yourself in every aspect of the business
opportunity you want to pursue.

Having the power to set your own policies (such as working hours) and having the
power to keep all the profits provides a wonderful sense of independence. While the
prospect of independence is exciting, it also brings responsibilities and challenges.
In the long run, if your business does poorly, you are still responsible for your
business debts. It is critical to understand and accept the financial responsibilities

Guide 1: So You Want To Be An Entrepreneur? page 

 and legal ramifications of establishing a business before you make that final
decision.

√ Starts small and grows. The key word in this characteristic is “grows.” It takes
time for a business to grow. Success does not happen overnight. Hopefully, this
growth will be positive. What can you expect from the experience?

Activity: Starting your own business presents many challenges as well as

the potential for many rewards. Make a list of the challenges and rewards
that you see for yourself if you were to start your own business.
Ask yourself why
you want to be an
II. Do I Have What It Takes To Be An Entrepreneur? entrepreneur, and
be honest.
Some of the most important questions to ask about entrepreneurship are the kind
that make you take a close look at yourself—your personality, your skills, and your
willingness to commit to something that could demand your constant attention for
many years.

First, ask yourself why you want to become an entrepreneur. Clear, honest answers
to this question will help you determine whether your personal traits, skills, and
commitment match your goals.

Entrepreneurs often cite reasons like the following:

• I had an innovative idea for a new product or service.

• I had an innovative idea for improving an existing product or service.

• I saw a great opportunity and I grabbed it!

A classic innovator is Jeff Bezos, founder of Amazon, the online bookstore. Booksellers
have been around forever, but selling books online? Now, that’s an innovative delivery
system! Amazon.com has grown well beyond the book business and now sells a wide
array of consumer goods.

Guide 1: So You Want To Be An Entrepreneur? page 

One of the most famous opportunity spotters was Ray Kroc. In 1954, Ray Kroc
became the exclusive distributor of a five-spindled milk shake maker called the
Multimixer. Hearing about the McDonald’s hamburger stand in California running
eight Multimixers at a time, he packed up his car and headed West. He soon began to
franchise McDonald’s. He was 52 years old.

Innovative ideas and opportunities are only two reasons that lead people to
entrepreneurship. There are many others. Many people are determined to become their
own boss. Others want the satisfaction of using their skills to improve a product; make
the world a safer place; improve the human condition; or, provide a better future for
Your personal
their families and communities. Some start new businesses due to a lack of alternative traits, skills, and
job opportunities, sometimes referred to as “Necessity-Based Entrepreneurship.” commitment are
Consider these thoughts: important to your
business success.

n Debbie Fields, founder of Mrs. Fields Cookies (Opportunity-Based

Entrepreneurship)
“The important thing is not be afraid to take a chance. Remember,
the greatest failure is to not try. Once you find something you love
to do, be the best at doing it.”

n Madam C. J. Walker, creator of African-American hair care products

“I had to make my own living and my own opportunity! But I made
it! Don’t sit down and wait for the opportunities to come. Get up
and make them!”

Activity: Make your own list of reasons for becoming an entrepreneur.

Now it’s time to assess whether you have what it takes to move from dreams to reality:
an entrepreneur’s personal traits, commitment, and skill. Complete the questionnaires
on the following pages and then make a plan for addressing those areas that you need
to strengthen.

Guide 1: So You Want To Be An Entrepreneur? page 

 PERSONALITY: DO I HAVE WHAT IT TAKES?

Most
Not Yet Sometimes Times Always

I am passionate about my goals.

I have a spirit of adventure.

I have a strong need to achieve.

I am self-confident.

I am a self-starter. (I stay focused

on my plan.)

I am goal-oriented.

I am innovative, creative, and

versatile.

I am persistent; I don’t give up

easily.

I am hardworking and energetic.

I am a positive thinker.

I am willing to take initiative.

I am able and willing to commit

myself.

http://mvp.cfee.org/en/selfassesscharacter.html

How did you measure up? Where are your strong points? For those areas that you can’t
answer “Always,” do you have a plan or strategy to work on achieving the needed skill
set(s)?

Guide 1: So You Want To Be An Entrepreneur? page 

 √ COMMITMENT: DO I HAVE WHAT IT TAKES?

1. I can deal with and resolve continuing issues – each of which may
increase in scope and complexity.

2. I can be creative in resolving or dealing with issues.

3. I am not afraid to seek professional assistance.

4. I can multi-task. I realize and accept that there will be more work
to be accomplished that time allowed and I must multi-task.

5. I will not let setbacks get me down. I realize there will be setbacks
and defeats and will face each challenge with a positive note.

6. I will stay focused by establishing a target and keeping my eye on

that target.

7. I will stay focused on what’s really important and what it will take
to reach my goal.

8. I know it will not be an easy venture; otherwise, everyone would

be moving in that direction. I know it will take a blending of all of
these characteristics in the right proportions to allow me to be
successful in my effort.

9. Most importantly, I will learn on the move. I will not know everything
in the beginning, on the first day. I realize that despite all the
planning, I know I will learn as I proceed, step-by-step.

How did you measure up? Where are your strong points? For those areas that you can’t
answer “Always,” do you have a plan or strategy to work on achieving the needed skill
set(s)?

Guide 1: So You Want To Be An Entrepreneur? page 10

 PERSONALITY: DO I HAVE WHAT IT TAKES?

Most
Not Yet Sometimes Times Always

I create To-Do lists each day.

I complete the tasks that I assign

myself.

I do not procrastinate. I do today

what needs to be done.

I set deadlines for myself.

I focus on work in front of me and

do not get distracted.

I finish at least one important task

each day.

I continually try to find ways to use

my time more efficiently.

I keep my workplace clear of

materials except for those I am
working on.

I plan my work and execute my plan.

I set priorities in my daily life.

When I am at work, I think only

about work.

I can adhere to a strict schedule.

Guide 1: So You Want To Be An Entrepreneur? page 11

How did you measure up? Where are your strong points? For those areas that you can’t
answer “Always”, do you have a plan or strategy to work on achieving the needed skill
set(s)?

n “When you reach an obstacle, turn it into an opportunity. You have

the choice. You can overcome and be a winner, or you can allow it to
overcome you and be a loser. The choice is yours and yours alone.
Refuse to throw in the towel. Go that extra mile that failures refuse to
travel. It is far better to be exhausted from success than to be rested
from failure.”

— Mary Kay Ash, founder of Mary Kay Cosmetics

Activity: All of us have strengths and weaknesses in our personalities.

Some of us are better suited for the demands of starting and owning our
own businesses than others. Make a list of your personal strengths and
weaknesses – Which personality traits would you give you an advantage in
the world of entrepreneurship? Which traits may work against you?

III. How Can I Get Started?

The first step should be to make a business case for your entrepreneurial opportunity.
Details and information on preparing a business plan are provided in Guide #3 but for
now, put your thoughts in writing to help you determine what additional information
and resources you will need. Consider such areas as the following.

• Do you have a solid idea for a business? What resources will you need to move

it from abstract to concrete application?

• What role will you play in the business?

• What role will others play in your business? Will you need others?

Guide 1: So You Want To Be An Entrepreneur? page 12

For many, it may be as simple as defining your goals and turning them into SMART
goals. The key in this strategic exercise is to be sure of your goals. It’s important to have
a clear vision and plan of what you want to accomplish in your venture. Simply saying
that “I want to own a successful business within twelve months” does not constitute a
workable plan. Consider the following focused objectives and goals:

• I will manage my own sports equipment business in twelve months with a

personal net salary of $100,000 and a staff of twenty.

• I will increase my business sales by 17% compared to last year by implementing

seasonal sales on a quarterly basic in both local and regional media venues.

S = Specific

M = Measurable

A = Attainable

R = Realistic

T = Timely

So what is a SMART goal? You might find it helpful to apply the following questions
while in the process of exploring your business ideas:

1. Specific – What will I be attempting to accomplish specifically in my business?

2. Measurable – How will I measure my success? How will I know I have
succeeded in my goal?
3. Attainable – Have I set an attainable goal? What commitment will be required
to attain that goal? Am I willing to make that commitment?
4. Realistic – Is this goal within my reach or beyond my reach?
5. Timely – Is this a good time in my career and my life to start this business? Is it
a good time to hit the market with this business idea?

Guide 1: So You Want To Be An Entrepreneur? page 13

Setting goals for your business is a necessary and invigorating process. Write your goals
down and continue to review and revise them as often as necessary. Seeing your plans
“in writing” gives a sense of reality to your entrepreneurial goal.

Activity: Write down your goals for your business and apply the SMART
process to each one. After the exercise, what did you find out? Did you revise
some of your goals after applying the SMART process to them?

Be sure to take the necessary time to become immersed in content about starting a new
business, as well as content specifically related to the industry that you want to enter.
Analyze each new
Just as you have had your entrepreneurial dream for a long time, turning that dream business idea
into reality will take time. using the SMART
questions.
The following are good places to start in terms of increasing your knowledge about the
field you may want to get into.

• Consider professionals at your local financial institutions that are available to

provide financial advice tailored to your business needs, as well as financing for

your business.

• Consider government agencies such as the Small Business Administration

(SBA) that provide financial assistance for individuals to expand their business.

The agency sponsors workshops, seminars, publications, and newsletters on the

various aspects of operating a small business. Check out http://www.sba.org

for their range of services, as well as the SBDC (Small Business Development
Center) at http://www.sba.org/sbdc.

• Consider opportunities provided by the local chamber of commerce. These

might include mentorship, newsletters, online advice, etc.

• Consider the availability of organizations such as SCORE (Service Corps of

Retired Executives). This is a non-profit association “dedicated to encouraging

the formation, growth, and success of small business nationwide through

counseling and mentor programs.” Check out http://www.score.org for

available services.

Guide 1: So You Want To Be An Entrepreneur? page 14

 • Consider your local library. Locate the entrepreneurial/small business section

and take advantage of the many publications offered.

n Summary

This first guide has provided an overview on entrepreneurship and how you might
explore whether entrepreneurship is for you. Entrepreneurship is open to all individuals
without preference to class, sex, race, creed or nationality, and men and women from
all walks of life, all ages, and all countries. It is an endeavor that involves a lot of
planning, risks, challenges and potential rewards.

This guide explored innovation as a component of entrepreneurship and some of

the more famous entrepreneurs of past history. Do you have what it takes to be an
entrepreneur? It is very important to take a personal inventory of the various skill
sets involved in starting and running a business. Do you have the personality the
commitment, and the time management and organizational skills to start and manage
your own business?

If you feel you have the personality and skill sets to be successful, we covered some
steps on how to get started. For the business ideas you’ve generated, analyze each one
using the SMART questions. This exercise may reveal some new ideas and information
to you as you move through the process of exploring entrepreneurship. Educating
yourself on the industry in which you wish to start your business is very important.
Be sure to tap into the suggested resources as well as those given in the Additional
Resources section of the guide.

IV. So, What’s Next?

We hope this guide has been helpful. Next, in Guide 2, you will explore the steps
involved in Developing Your Small Business Idea and learn about the process of
identifying opportunities and taking advantage of them. Be sure to review and use the
other guides in this series as you continue your exploration of entrepreneurship.

Guide 1: So You Want To Be An Entrepreneur? page 15

V. Glossary

Business
all activity connected with the production of
goods or services to the public for a profit

Entrepreneur
a person who sets up a new business

Innovation
a new idea, method, or device

Necessity-Based Entrepreneurship
establishing a business because of the lack of
alternative job opportunities

Opportunity
a favorable circumstance

Opportunity-Based Entrepreneurship
establishing a business to improve existing
economic opportunity

Profit
revenue minus costs; the money earned by
providing customers with a product or service

Risk
the possibility of loss

Time Management
process of taking control of your time to
maximize efficiency and effectiveness

Venture
a new business

Guide 1: So You Want To Be An Entrepreneur? page 16

VI. Additional Resources Export-Import Bank of the United States
Provides information and training to promote
international trade by small business
Every day, there are new business opportunities
http://www.exim.gov/products/special/smallbus.
and events that affect the business climate
html
or business strategies. These print and online
resources can keep you well-informed.
Fast Company magazine and its Small
Business Intelligence Center
Websites Offers a variety of articles, resources, and tools
American Marketing Association http://www.fastcompany.com
Industry reports, detailed dictionary of
marketing terms, and educational resources FORBES magazine
http://www.marketingpower.com http://www.forbes.com

Association for Enterprise Opportunity (AEO) FORTUNE Small Business

The national association of organizations http://www.fortune.com/fsb
committed to microenterprise development
http://www.microenterpriseworks.org INC Magazine
The daily resource for entrepreneurs
Business Week magazine http://www.inc.com
http://www.businessweek.com
Kauffman Foundation
Citibank Encourages entrepreneurship across America
Experienced small business advisors and custom and improves the education of children
financial resources for cash management, credit and youth by focusing its operations and
card processing, investment, and more; locate grantmaking on entrepreneurship and education
offices and learn about business strategies and http://www.kauffman.org
programs
http://www.citibank.com/us/citibusiness The trusted guide for entrepreneurs on the path
to high growth
Dun & Bradstreet credit reporting company http://www.eventuring.org/
http://www.dnb.com or 1-800-234-3867
National Association for the Self- Employed
eBay (NASE)
Information about how to set up an online Supporting the needs of micro-business and the
business self-employed
http://www.ebay.com http://www.nase.org

Entrepreneur magazine National Association of Women Business

Online resources, plus small-business blog Owners (NAWBO)
http://www.entrepreneur.com Networking and support, education programs,
and more
http://www.nawbo.org

Guide 1: So You Want To Be An Entrepreneur? page 17

National Business Association U.S. Patent and Trademark Office
A not-for-profit association, specifically Promotes the progress of science and the
designed and actively managed to assist the useful arts by securing for limited times to
Self-Employed and Small Business Community in inventors the exclusive right to their respective
achieving their professional goals discoveries
http://www.nationalbusiness.org http://www.uspto.gov/

Online Women’s Business Center Young Presidents Club

Helps women to achieve their dreams and An educational organization aimed at providing
improve their communities by helping them better leadership through education and
start and run successful businesses friendship
http://www.onlinewbc.gov http://www.ypo.org/learning.html

Service Corps of Retired Executives (SCORE) The Wall Street Journal Center for
An organization of volunteers who provide Entrepreneurs
free online and in-person education for small Contains current stories and extensive
businesses resources on trends that affect you and your
http://www.score.org business
http://www.startupjournal.com/
Small Business Administration
Strives to maintain and strengthen the nation’s
economy by aiding, counseling, assisting and Publications
protecting the interests of small businesses and Minniti, Maria and William D. Bygrave. 2004.
by helping families and businesses recover from National Entrepreneurship Assessment
national disasters. – United States of America, 2003 Executive
http://www.sba.gov and Report. Babson College and the Kauffman
http://www.sba.gov/sbdc/ Foundation.

Society for Hispanic Professionals Mandel, Stan, August 2004. “Educating the
A unique source of opportunity in professional Successful Entrepreneur,” ViewPoint.
development, educational services, and
personal fulfillment for Hispanics
http://www.nshp.org

U.S. Department of Labor

The Department of Labor fosters and promotes
the welfare of the job seekers, wage earners,
and retirees of the United States.
http://www.dol.gov

Guide 1: So You Want To Be An Entrepreneur? page 18

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Guide 1: So You Want To Be An Entrepreneur? page 19