UnProfessional -- contents -- about the author -- acknowledgements -- foreword -- introduction -- Chapter 1 vision -- know your why -- eyes wide shut -- the bigger the vision, the easier it is to execute -- 12-month road map -- Chapter 2 start before you're ready -- stay lean -- fail fast -- a hungry crowd -- know your customer -- know your market -- be the dumbest person in the room -- the three rules of start-up -- Chapter 3 build an attraction model -- strategic partnerships -- the three steps to setting up a strategic partnership -- find a complementary business -- develop a compelling reason -- develop a compelling offer -- build your brand through the media -- make it relevant - it's not about you -- make it factual, and not just an opinion - find the proof -- make it credible - be a reliable source -- how to write a press release that works -- getting it out there -- be the go-to person -- own your audience -- recency and frequency -- developing great content that matters -- Chapter 4 get over your fear of sales -- frame each conversation -- ask the right questions -- SOAR - asking the right questions in sales -- provide a solution -- get their buy-in -- new words for 'closing the sale' -- getting started sequence -- people crave 'real' -- prove it -- what to do 80 per cent of the time -- vital signs and business health -- generating referrals -- Chapter 5 become number one online -- inspire, capture, nurture -- it's easier than ever before -- building or updating your website -- manage and communicate with your customers -- iterate and adapt -- the new SEO -- content is king -- video that works -- increase your ranking even further -- Google AdWords - reaching people who are trying to find you -- say it world-class fast -- Chapter 6 manage and lead -- communicate the vision -- build a culture.

four steps to creating a captivating culture -- set the direction -- become an efficient manager -- creating a business that can run without you -- give them clarity -- manage and monitor -- systemise everything -- get your head in the cloud -- Chapter 7 know your numbers -- the business scoreboard -- the three things you need -- profit and loss statement -- balance sheet -- 12-month budget -- the three people you need -- bookkeeper -- accountant -- chief financial officer -- this will all change -- Chapter 8 play the bigger game -- raising money from investors -- three questions on every investor's mind -- am I going to lose my money? -- when am I likely to get my money back? -- am I likely to make any money? -- why value matters -- how to value your business -- the 10 valuation drivers of business -- strategic value -- know the process of raising money -- The 10 steps to raising money from investors -- your ultimate payday (maybe) -- positioning your business for exit -- Chapter 9 it's your revolution -- index -- Advert.