Magazine article Teaching Business & Economics

Super Business: How I Started SuperJam from My Gran's Kitchen

Magazine article Teaching Business & Economics

Super Business: How I Started SuperJam from My Gran's Kitchen

Article excerpt

Super Business: How I Started SuperJam from My Gran's Kitchen. Fraser Doherty. Capstone, 2011,216 pages, RRP £12.99, ISBN 13: 978-0857081421

This is a fascinating account of the Fraser Doherty 'SuperJam1 story, told by Fraser himself. As well as recounting his inspirational story, Fraser also provides guidance and advice for other budding entrepreneurs. The book gives a clear insight into the mind and motivations of an entrepreneur as well as the advantages and disadvantages of running your own business. There are excellent sections on the motivation for starting a business, how to come up with an idea and the market research needed before the business can be launched. These sections contain some great tips for budding entrepreneurs and will help avoid some of the mistakes that are commonly made.

Some very strong themes run throughout the book, reinforcing key principles for modern business:

# The dedication, commitment and perseverance needed by the entrepreneur, as well as an unshakeable belief in the product.

# A huge focus on the customer - really communicating with customers and finding out what they think. …

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