How to be a Social Entrepreneur: Make Money and Change the World

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John Wiley & Sons, Jan 5, 2011 - Business & Economics - 304 pages
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Don't just make money…make a difference.

As a social entrepreneur, you can build a business that changes the world. But you will face some unique challenges. This book will prepare you for them. 

Packed with advice, inspiration and real-life stories, it will help you:

  • Define what you want to do and why you want to do it
  • Find the right kind of funding
  • Build a brand that makes you unique
  • Find a team as motivated and inspired as you are
  • Measure the impact you're having

How to be a Social Entrepreneur is the only social enterprise start-up guide you'll ever need.

"This is the seminal book on social enterprise"
—Martin Murphy, Network 2012

"An essential read for any aspiring or existing social entrepreneur. Full of practical examples of real life social enterprise scenarios and written in Robert's usual uncomplicated format"
—Marc Davies, Wales Co-operative Centre Limited,

"Social enterprises need social entrepreneurs. This book will help you decide is you've got what it takes to be one"
—Peter Couchman, Chief Executive, Plunkett Foundation,

"This very practical book will guide you as to what it takes to be a social entrepreneur. Enjoy it and then do it!"
—Lord Andrew Mawson OBE, author of The Social Entrepreneur: Making Communities Work,

"I was genuinely impressed by how comprehensive it is!"
—Peter Holbrook, CEO, Social Enterprise Coalition,

"A treasure trove filled with practical insight and knowledge that will give you the edge to start, grow a sustainable and successful social enterprise"
—Stephen Gyasi-Kwaw, CEO/Founder Youth Enhancement Int.Ghana

"I particularly enjoyed the section on sales, which is a fundamental topic too often neglected"
—Andy Brady, '3rd Sector Futures', Anglia Ruskin University,

Robert Ashton is a leading small business troubleshooter, entertaining small business speaker and the bestselling author of many business books including How to Start a Business for Entrepreneurs, Instant Entrepreneur and The Entrepreneur's Book of Checklists.


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A new way to view the world
What makes a social entrepreneur?
Leadership beyond authority
Moved to make a difference
Earth wind and fire the green dimension
Green Light Trust
In summary
In the beginning
Funding you
Funding your project
Grantmaking Trusts
If you cannot find any grants
Specialist lenders and why theyre different
Investors your unique opportunity
In summary

At the moment
Wayland Radio
In the future
In summary
You are unique
Questions to ask yourself
Lance Gardner Open Doors
Challenge your limits
You know how you work best
In summary
Passion from your past
Exploring your past
Ambition for your future
Your future
Where are you now?
Your campaigning style
Managing your enthusiasm and expectations
How to be realistic
In summary
Your starting point
Benefits of working within an organisation
Benefits to the organisation
By inspiring others to start organisations
Benefits of inspiring others to start an organisation
With your own social enterprise
In summary
Defining vision mission and values
Assessing the potential
Structures and how they can help or hinder
Getting it right first time
In summary
What to include and why
The social enterprise difference
Striking the balance between needs and wants
Measuring social return on investment
How to measure SROI
Return on commercial investment
Some headings to help you get it right first time
In summary
Find out more
Points to consider
Choosing the right structure
Structures to choose from
In summary
Capital and cashflow why theyre different
How to open doors
How to say it like it is features and benefits
How to get commitment
Selling pitfalls and how to avoid them
In summary
The difference between customers and clients
Who pays and who says striking a balance
Selling both the tangible and intangible
Social return on investment opportunity or threat?
In summary
Keeping your finger on the pulse good cash flow
Managing money flowing in
Managing the money flowing out
Monitoring cash flow
Costing pricing and why full cost recovery is vital
Getting paid how to ask and when to chase
Assets and reserves whats good and whats risky
In summary
Find out more
Branding in a nutshell
To brand your organisation
Why people prefer social enterprises
Practical ways to look professional
The Social Enterprise Mark
In summary
Saying it like it is
Customer recruitment
Client recruitment
Online and offline promotion
Getting the press to cover your news
In summary
The evolving organisation when to recruit
Defining roles and finding people
Managing volunteers
Recruiting other people
Setting goals and nurturing motivation
In summary
Find out more
Building your enterprise family
How to collaborate
Online social media and how to use it
Your website and how to use it
In summary
Find out more
Worklife balance
A healthy and happy workplace
In summary
Find out more

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About the author (2011)

Robert Ashton is a leading small business troubleshooter, entertaining small business speaker and the bestselling author of many business books including How to Start a Business for Entrepreneurs, Instant Entrepreneur and The Entrepreneur's Book of Checklists.

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