Pilot to Profit: Navigating Modern Business Entrepreneurship to Build Your Own Business Using Online Marketing, Social Media, Content Marketing and Sales

Lisa Larter Pilot to Profit: Navigating Modern Business Entrepreneurship to Build Your Own Business Using Online Marketing, Social Media, Content Marketing and Sales Morgan James Publishing (2016) $17.95 (paperback), 185 pagesPilot to profit: navigating modern Business Entrepreneurship to Build Your Own Business Using Online Marketing, Social Media, Content Marketing and Sales, is an instructive paperback that communicates the steps for new entrepreneurs from thought conception to opening the doors. The author, Lisa Larter, is a successful entrepreneur turned business coach who consults with businesses around the world through her web-based training, Pilot to Profit. More details regarding her program, and the foundation of this book, can be found at http:// lisalarter.com/programs.Over the course of 12 chapters, the author shares her insights from personal experience and trials. The firm basis of the book is that success in entrepreneurial endeavors begins with the entrepreneur's internal assessment. The first four chapters make up the first section regarding the author's "Profit Principles", which leads the reader to first sell themselves on the success of the idea (Chapter 1), gaining the right mindset and perspective of money (Chapter 2), properly defining the business model (Chapter 3), and knowing what really matters so you can measure success (Chapter 4). The second section, "Content Principles", made up of Chapters 5 and 6, focuses on the content of the business message. This is followed by a three chapter section, "Social Principles", where the author leads readers through foundational principles needed for a sound social media presence. In Chapter 10, which makes up the fourth section, the author reiterates the importance of the entrepreneur being involved and engaged in the selling process of the business. The book concludes with a discussion of the author's Pilot Project (Chapter 11) and resources from the author to assist readers to learn more (Chapter 12).The book shares some important insights for the beginning entrepreneur or the "would-be" entrepreneur. Anyone who considers starting a business can certainly benefit from reading Pilot to Profit. However, the book is most appropriate for women-owned businesses or women thinking about starting a company. The first section of the book is encouraging, engaging and instructional on overcoming self-doubt and worry. The discussion on developing the right mindset about money and ways to overcome fears of owning a business set the foundations of success. The author shares her personal experiences of fear, failure, and success which provide a great level of credibility with the reader.The strength of the book is solidified in the author's sharing of principles for successful marketing of the business using social media. The author provides best practices for selecting the right content used in the marketing message, stating that " . …