Amazon.com description: Product Description: Finally - a book for aspiring entrepreneurs by two seasoned entrepreneurs. Gene Poor and Rodney Heiligman have been involved in six personal business start-ups and dozens of new venture creations throughout the world in their collective 50 years of business experience. The Entrepreneur's Journey is a no-nonsense approach to entrepreneurship. They put the emphasis on the absolute essentials of going from dreaming about starting a business to effectively getting it off the ground. In brief - easy to folow chapters - the authors simplify the process of going from idea generation through market analysis to preparation of a business plan while emphasizing differentation, niche marketing, positioning, strategy, and margins.