The Startup Garden: How Growing a Business Grows You (Paperback)

~ (Author), Jim Collins (Author) "When Tom Scott and Tom First launched Nantucket Allserve in 1988, they had no great plans to build a world-class beverage company that many people..." (more)
Key Phrases: New York, Nantucket Nectars, Tom First (more...)

Editorial Reviews

From Publishers Weekly

Following your heart is not usually associated with running a profitable small business, but in The Startup Garden: How Growing a Business Grows You, business writer Tom Ehrenfeld explains how aspiring entrepreneurs can successfully mix business with inspiration and dreams. In a conversational, first-person style, he likens business growth to plant growth (i.e., identifying the seed one wishes to grow; determining whether it is fertile; and describing the shift from simply tending a plant to becoming a gardener). Though at times hokey, this is a nurturing resource that will help anyone struggling with the trials of a new business.

Copyright 2001 Cahners Business Information, Inc.

Product Description

You have what it takes to start a business...but only if it's the right business for you. At the startup stage, before all of the marketing studies and prototypes, your most important source of competitive advantage is how well you understand yourself and can harness the passion inside you.

The Startup Garden walks you through the process of determining what type of business best fits your hopes, dreams, and experiences. Unique among books of its type, it helps you take an honest look at yourself to determine who you are, what you care about, and what you are good at­­before you engage in the nuts-and-bolts tasks of starting your business and controlling your own destiny.

From there, each chapter focuses on a particular skill you will need to operate your enterprise, providing a step-by-step examination of the business, financial, managerial, and marketing skills required to make your dream business a reality. Dozens of interviews with now-successful entrepreneurs, along with case studies and examples, show you how others have set their businesses up­­from financial reporting necessities to tips on handling employees to techniques for expansion­­and illustrate how to handle the inevitable difficulties along the way.

Filled with worksheets and practical advice from those who came before you, and have made their way down the same path you're now considering, this no-nonsense guidebook discusses:

• How to determine what truly matters to you and what you are good at, then combine the two into a career
• Where to find the money to fuel your new business, from personal assets to investors to business loans
• 10 Classic Bootstrapping Tips­­From using college interns to haggling, proven ways to stretch your limited cash

When you start an enterprise, you are the enterprise. As the enterprise grows and develops, so will you. Wherever you are in the process of launching a business, from the initial idea to the eventual need for growth and diversification, The Startup Garden will help you to ensure that your new business has the proper foundation for survival, success and growth­­by first helping you ensure that the business is right for you.

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Product Details

• Paperback: 288 pages
• Publisher: McGraw-Hill Companies; 1st edition (October 12, 2001)
• Language: English
• ISBN-10: 0071368248
• ISBN-13: 978-0071368247
• Product Dimensions: 8 x 6 x 0.6 inches
• Shipping Weight: 10.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (16 customer reviews)
• Amazon.com Sales Rank: #475,844 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

11 of 11 people found the following review helpful:

5.0 out of 5 stars Refreshing Look at the Human Side of Business, December 10, 2001

By	Paul A. Broni "mercurypartners" (Bethesda, MD United States) - See all my reviews

Most books that deal with startups or entrepreneurship focus on the formulaic sides of business; they include fill-in-the-blank business plans, spreadsheet templates that assume every company is the same, and a directory of financing sources that anyone could find on the Internet. Tom Ehrenfeld's "The Startup Garden" is the antithesis of these books, instead offering the reader not so much a series of answers to everyday questions, but rather a more thought-provoking series of questions which every entrepreneur should ask him- or herself before starting a business. Thankfully, this book is more about the journey than the destination.

As someone who advises a number of early-stage entrepreneurs, I am all too happy to suggest that anyone contemplating a startup should read this book before going too far. Doing so will cause the first-time or serial entrepreneur to consider all the facets of launching and running a company from both business and personal perspectives: a very worthwile introspective effort!

9 of 9 people found the following review helpful:

4.0 out of 5 stars The Startup Review, January 8, 2002

By	Clay E. Bence (Athens, GA) - See all my reviews

The Startup Garden: How Growing a Business Grows You makes a valid contribution to the field of entrepreneurship. Although the book is by no means a high-browed read, it provides an overview of many important tools and areas that should be addressed by the small-business entrepreneur. The book starts out by guiding the entrepreneur in deciding on which business they should go into, based on their interests and what they want their business to accomplish for them. More importantly, the book provides a cautious guide in deciding if an individual should go in to business at all and if so, what areas they need to focus on when getting started. The book continues by guiding the entrepreneur in assessing the validity of their idea, what they are selling, who there customers are, and how they plan to provide a value-added product. In this phase, it is noted that you must identify other factors that could inhibit the delivery of your offering to consumers, such as the competition, the resources you have (or don't have), and the means by which you will make money. These and other factors are then taken into consideration when developing a "business plan." Further, as the new business owner starts out, they should have a grasp of the financial aspects of their new venture. This includes identifying key financial metrics and developing financial statements. This process of developing measures and continuous planning is mentioned further as the book progresses. Bootstrapping is delved into midway through the book. Ehrenfeld notes the importance of the previous planning efforts and measurements in accomplishing this task of operating lean in the start-up phases. Additionally, it is noted that developing a clear culture to support you efforts is vital as you business grows. As the culture grows, the author discusses how the owner will gradually pull away from their heavy, day-to-day responsibilities and allow the members of the organization to further fuel the inertia of the growing business. At the same time, new roles for the entrepreneur are discussed at length. One of the key tenets covered is the need for continuous learning on the entrepreneur's part and the practice of assessing and readjusting efforts throughout the process.

Through his discussion of starting and growing a business, Tom Ehrenfeld presents an interesting model that is not common in many books in this field. He provides a simplified, yet comprehensive guide for starting a small business. The big difference though between this and other works is that he focuses on the individual's passions. As mentioned earlier, numerous examples in the form of case studies are sited throughout. Ehrenfeld constantly stresses the need to go into something that you like instead of just following the latest trend. The entrepreneur should focus heavily on what kind of life they want, where they want to live, and the people they want to deal with. Ehrenfeld notes that these factors are more important than just the blind ambition to make money. Although profitability is key, businesses that succeed in the long run are based on more than just this goal. The business defines the individual, and in turn the individual defines the business.

Important to this model it the concept of cultivating and growing a garden. The author sites this metaphor and shows how business owners are more often "developed" than "born." As mentioned earlier, the metaphor is sited throughout, and I believe it provides an important new model. It shows how an individual can develop an "interest" into a business that will provide a "vehicle" for achieving their life goals. They don't have to be an MBA or be an expert in the field, but they must be willing to follow certain steps and develop an effective system. This is truly a grassroots approach. I think it conceptualizes a process that has gone on throughout history. You can call it the "mom and pop" approach. Ehrenfeld focuses on a startup audience that is often neglected by other works, while at the same time addressing valuable tools, usually reserved only for the seasoned businessperson. Additionally, the work provides an ample listing of books and other resources at the end of each chapter for the aspiring entrepreneur to reference. In fact, this is one of the best listings I have seen in an entrepreneurial book.

10 of 11 people found the following review helpful:

4.0 out of 5 stars Finally, a book for the rest of us..., April 3, 2002

By	"kateshore" (Arizona, USA) - See all my reviews

Are you out to become the next Bill Gates? Me neither. I don't want to found the next Microsoft or Coca-Cola, I am just thinking about starting my own business. Sure, I want to be successful, but I also want to have a life. A real life, where my work sustains me but does not control me.

So many books today are about dominating the world via internet or "how I burned through $40million dollars of venture capital" and lived to write this book. That's not me, and that's not the Startup Garden.

Tom Ehrenfeld has written a book for the rest of us. For the real folks with the motivation and the will to create a business of their own, but still wise enough to know they could use a little help, some sound advice and a shoulder to cry on now and then. This book offers all three.

Yes, I found the information well organized, the writing folksy and direct, the additional resources helpful but that's not enough. What's unique about the Startup Garden is it the first book I've read that treats the dream of building a business that reflects your passions and sustains your journey with respect. Truly, a worthwhile read.This author "gets it".