How to start a business: a beginner’s guide by an expert in strategy
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Lianne Taylor, University of East Anglia
2020 was the Chinese Year of the Rat – associated with the “rat-like qualities” of quick thinking and adaptability leading to success and wealth. After a year of challenges, with many people selecting or being forced into self-employment and starting a business, how can people mimic these qualities?
Online information meant to be helpful can instead be overwhelming. There are many predictions of where the future of business lies and how the post-pandemic world may create unexpected and surprising global trends towards growth and increased investment. But when you are starting from scratch, you first need to understand the basics.
Who wants what I am selling?
The first step is figuring out who your target customer, user or audience is. Where do they shop and how will they perceive you? Data shows that online shopping in 2016 involved 1.66 billion digital buyers around the world – this has been forecast to grow to 2.14 billion by 2021.
The f...
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