Contents -- Preface -- Introduction -- Chapter 1: Coming Up With Your Idea -- What Do You Want to Do? -- Further Research -- Finance -- Case Study: Angus White, Architectural Plants -- Case Study: Sarah Mead, Yeo Valley's Organic Garden -- Chapter 2: Thinking Outside the Box -- Ethical Business -- Case Study: Guy Watts and James Gubb, Streetscape -- Case Study: Jimi Blake, Hunting Brook Gardens -- Specialist Business -- Case Study: Lisa Rawley, Fleur de Lys -- The Career Changer -- Case Study: Sam Ellson, The Traditional Flower Company -- Chapter 3: Getting Qualified -- Case Study: Caroline Knight, The Quiet Gardener (Garden Maintenance) -- Case Study: Juliet Sargeant, Garden Designer and Lecturer -- Chapter 4: Forming a Company (Technicalities) -- Company Set-Up -- Funding -- Planning -- Advice -- Case Study: Mark Yabsley, Pod Garden Design -- Case Study: Sue Gray, Damhead Nursery -- Chapter 5: Forming a Company (Practicalities) -- In the Beginning -- Day to Day -- Case Study: Louise Cummins and Caroline De Lane Lea, Gardenmakers -- Case Study: Alan Shipp, National Collection of Hyacinths -- Chapter 6: Establishing a Client Base -- Case Study: Hugo Bugg, Garden Designer -- Case Study: Graham Gough, Marchants Hardy Plants -- Chapter 7: Building a Network -- Your Network -- Case Study: Gill Chamberlain, Garden Rescue -- Case Study: Gilly Pollock, British PLant Nursery Guide -- Chapter 8: PR and Promotion -- Online -- Local Presence -- Writing -- National Presence -- Case Study: James Alexander-Sinclair, Landscape Designer -- Case Study: Georgia Miles, The Sussex Flower School -- Chapter 9: Dealing With Customers -- Case Study: Louise Dowding, Designer and Gardener -- Case Study: Alison Marsden, Gardening by Design -- Chapter 10: Developing Your Business -- Case Study: Sean Walter and Keith Pounder, The Plant Specialist.

Case Study: Mike Kitchen, Rocket Garden -- Conclusion: Words From the Wise -- On Starting Out -- On Organisation -- On Customer Care -- On Staff -- On Attitude -- On Managing Project -- On Finances -- And Finally -- Resources.