MGU Business Series — Library Textbook Edition
Business Foundations and Entrepreneurship
Glossary · Math Reference · Templates · Rubric · Careers · Index
Back Matter
MGU Business Series  ·  Business Foundations and Entrepreneurship  ·  Library Textbook Edition

Back Matter
Reference, Tools,
and Resources

Glossary of business terms, business math reference, templates, rubric, career pathways, further reading, and full index — everything needed to complete and assess the student portfolio

■ 65+ Key Terms ■

■ 11 Templates  •  8 Career Pathways ■

Supports Chapters 1–28  ·  Capstone Portfolio and Final Assessment

Back Matter — Contents

What Is in the Back Matter

This back matter contains the reference materials, tools, and templates that support the full textbook and the final student portfolio. It is designed to be used throughout the course — not only at the end. Students and instructors should treat these pages as working resources, not supplemental reading.

65+Glossary Terms
11Templates
8Career Pathways
28Chapters Indexed
BM–1

Glossary of Business Terms

Terms are listed alphabetically. Each definition emphasizes the practical meaning used in this textbook. For further elaboration on any term, consult the chapter listed in the Index.

Accounts payable
Money a business owes to suppliers or vendors for goods and services already received but not yet paid for.
Accounts receivable
Money owed to a business by customers who have received goods or services but have not yet paid.
Assets
Everything a business owns or controls that has economic value, including cash, equipment, inventory, and property.
Balance sheet
A financial statement showing a business's assets, liabilities, and equity at a specific point in time.
Bootstrapping
Starting and growing a business using only personal savings and operating revenue, without outside investors or loans.
Bottom line
A business's net profit or net loss after all revenues and expenses are accounted for.
Brand
The identity, reputation, and associations that customers connect to a business, product, or service.
Break-even point
The level of sales at which total revenue equals total costs, producing neither profit nor loss.
Business model
The plan for how a business creates value, delivers it to customers, and earns revenue from that value.
Business plan
A written document describing a business's goals, strategies, market, operations, team, and financial projections.
Capital
Money or assets available to start or grow a business.
Cash flow
The movement of money into and out of a business over a period of time.
Competitive advantage
A characteristic or capability that allows a business to outperform competitors in ways that are difficult to copy.
Contribution margin
The amount of revenue remaining after variable costs are subtracted; contributes to covering fixed costs and generating profit.
Cooperative (co-op)
A business owned and governed by its members, who share in the benefits and decision-making.
Corporation
A legal business structure that exists as a separate legal entity from its owners, offering limited liability and the ability to raise capital by selling shares.
Cost of goods sold
The direct costs of producing the goods or services a business sells. Abbreviated COGS.
Crowdfunding
Raising small amounts of money from many people, typically through online platforms, to fund a project or business.
Customer segment
A defined group of customers who share similar needs, behaviors, or characteristics.
Debt financing
Raising money by borrowing, with an obligation to repay the amount plus interest.
Differentiation
Making a product or service meaningfully distinct from competitors in ways that customers value.
Entrepreneur
A person who identifies an opportunity, takes on risk, and organizes resources to build a business or venture.
Equity
The ownership interest in a business; calculated as assets minus liabilities.
Equity financing
Raising money by selling ownership shares in a business.
Expenses
The costs a business incurs to operate and generate revenue.
Fixed costs
Costs that remain constant regardless of how many units a business produces or sells (e.g., rent, salaries).
Franchise
A business arrangement in which an owner pays for the right to operate under an established brand and system.
Gross margin
Revenue minus the cost of goods sold, expressed as a dollar amount or percentage.
Gross profit
Total revenue minus cost of goods sold.
Income statement
A financial statement showing revenue, expenses, and profit or loss over a period of time. Also called a P&L.
Intellectual property
Creations of the mind protected by law, including patents, trademarks, copyrights, and trade secrets.
Intrapreneurship
Entrepreneurial activity carried out within an existing organization by employees who identify and develop new opportunities.
Inventory
Goods held by a business for sale or use in production.
Key performance indicator
A measurable value used to evaluate how effectively a business is achieving its objectives. Abbreviated KPI.
Launch
The process of making a product, service, or business available to customers for the first time.
Liabilities
Amounts a business owes to others, including loans, accounts payable, and other financial obligations.
Limited liability company
A flexible business structure that combines limited personal liability with simplified tax treatment. Abbreviated LLC.
Logistics
The planning and management of the movement of goods, services, and information from origin to customer.
Market
A space, physical or virtual, where buyers and sellers exchange goods, services, or information.
Market research
The systematic process of gathering and analyzing information about customers, competitors, and market conditions.
Marketing mix
The combination of product, price, place, and promotion decisions used to reach and serve a target market.
Markup
The amount added to the cost of a product to arrive at its selling price.
Minimum viable product
The simplest version of a product that can be tested with real customers to gather useful feedback. Abbreviated MVP.
Mission statement
A brief declaration of a business's core purpose and the value it exists to create.
Net profit
The amount remaining after all expenses, including taxes, are subtracted from total revenue.
Nonprofit organization
An organization that uses surplus revenue to advance its mission rather than distributing it to owners or shareholders.
Operating costs
The ongoing expenses required to run a business day-to-day.
Operations
The systems and processes a business uses to produce and deliver its goods or services.
Opportunity cost
The value of the next best alternative given up when a choice is made.
Overhead
Indirect costs of running a business not directly tied to production (e.g., administrative salaries, utilities).
Partnership
A business owned by two or more people who share responsibilities, profits, and liabilities.
Persona
A detailed, semi-fictional profile of a target customer based on research and data.
Pivot
A deliberate change in a business's strategy, product, or market direction based on new information or feedback.
Positioning
How a business chooses to be perceived in customers' minds relative to competitors.
Profit
The financial gain remaining after all costs are subtracted from revenue.
Prototype
An early, testable version of a product or service used to gather feedback and inform further development.
Revenue
The total amount of money a business earns from selling goods or services before expenses are deducted.
Revenue model
The specific method a business uses to generate income from its customers.
Risk
The possibility of loss, failure, or an outcome that differs from what was expected or planned.
Scaling
Growing a business in a way that increases revenue faster than costs, often through repeatable systems and processes.
Scarcity
The condition in which resources are limited relative to unlimited wants, forcing tradeoffs and choices.
Social enterprise
A business or organization that pursues social, environmental, or community goals alongside or instead of profit.
Sole proprietorship
A business owned and operated by one person, with no legal separation between the owner and the business.
Startup costs
One-time expenses incurred to launch a new business before it begins generating revenue.
Supply chain
The network of suppliers, producers, distributors, and retailers involved in creating and delivering a product.
Target market
The specific group of customers a business intends to serve.
Value proposition
A clear statement of the specific benefit a product or service delivers to a particular customer and why it is better than alternatives.
Variable costs
Costs that change in direct proportion to production volume or sales activity.
Venture capital
Investment from professional investors who provide capital to high-growth startups in exchange for equity.
Vision statement
A description of the long-term future a business is working toward.
Working capital
The difference between current assets and current liabilities; a measure of short-term financial health.
BM–2

Business Math Reference

The formulas below are used throughout this textbook, primarily in Chapters 22–25. Each formula is presented with a plain-language description and, where helpful, a worked example. Use this section as a quick reference during problem sets, checkpoints, and portfolio work.

Section A
Profit and Loss
Gross Profit
Gross Profit = Revenue − Cost of Goods Sold
Net Profit
Net Profit = Revenue − Total Expenses
Profit Margin (%)
Profit Margin = (Net Profit ÷ Revenue) × 100
Section B
Markup and Margin
Markup (added to cost)
Selling Price = Cost × (1 + Markup %)

Example: Cost = $40, Markup = 50% → Selling Price = $40 × 1.50 = $60

Gross Margin (%)
Gross Margin = ((Selling Price − Cost) ÷ Selling Price) × 100

Example: Selling Price = $60, Cost = $40 → Gross Margin = ($20 ÷ $60) × 100 = 33.3%

Markup vs. Margin

Markup is calculated as a percentage of cost. Margin is calculated as a percentage of selling price. A 50% markup does not equal a 50% margin — always be clear which base you are using.

Section C
Break-Even Analysis
Contribution Margin per Unit
Contribution Margin = Selling Price − Variable Cost per Unit
Contribution Margin Ratio
CM Ratio = Contribution Margin per Unit ÷ Selling Price
Break-Even Point (Units)
Break-Even Units = Fixed Costs ÷ Contribution Margin per Unit
Break-Even Point (Revenue)
Break-Even Revenue = Fixed Costs ÷ Gross Margin %
Section D
Cost Calculations
Total Cost
Total Cost = Fixed Costs + (Variable Cost per Unit × Units Produced)
Cost per Unit
Cost per Unit = Total Cost ÷ Units Produced
Section E
Cash Flow
Net Cash Flow
Net Cash Flow = Cash Inflows − Cash Outflows
Ending Cash Balance
Ending Cash = Beginning Cash + Net Cash Flow
Section F
Customer and Revenue Metrics
Average Revenue per Customer
Average Revenue = Total Revenue ÷ Number of Customers
Customer Retention Rate (%)
Retention Rate = ((Customers at End − New Customers) ÷ Customers at Start) × 100
Conversion Rate (%)
Conversion Rate = (Number of Sales ÷ Number of Leads or Visitors) × 100
Return on Investment (%)
ROI = ((Net Profit − Cost of Investment) ÷ Cost of Investment) × 100
BM–4

Sample Business Model Canvas

The Business Model Canvas organizes a business idea into nine building blocks on a single page. Work from left to right, starting with Customer Segments and Value Propositions. Test every assumption before treating it as fact. Revisit the canvas whenever new information changes your understanding.

Key Partners
Who can help us and what do we get from them?
Your notes →
Key Activities
What must we do to make the model work?
Key Resources
What do we need to deliver our value proposition?
Value Propositions
What problem do we solve? What value do we deliver?
Your notes →
Customer Relationships
How do we build and keep relationships?
Channels
How do we reach customers?
Customer Segments
Who are we serving?
Your notes →
Cost Structure
What are our most important costs? Which key resources and key activities are most expensive?
Your notes →
Revenue Streams
How do we earn money from each customer segment? What are customers willing to pay?
Your notes →
How to Use This Canvas

Fill in Customer Segments first — everything else depends on who you serve. Then write the Value Proposition. Only after those two blocks are clear should you complete the remaining seven. Use sticky notes or pencil so you can revise freely as your understanding grows.

BM–5

Sample Customer Interview Guide

The purpose of a customer interview is to understand a potential customer's real problems, current behaviors, and unmet needs — before building a solution. Use this guide as a starting point and adapt it to your specific venture concept. Each interview should run 20–30 minutes.

Before the Interview
  • Identify your riskiest assumptions about the customer's problem.
  • Prepare open-ended questions. Avoid yes/no questions.
  • Plan for 20–30 minutes per conversation.
  • Take notes or ask permission to record.
Opening (2–3 minutes)
  • "Thank you for your time. I'm working on understanding [problem area]. I'd love to learn from your experience."
  • "I'm not selling anything — I just want to understand how you currently deal with [topic]."
Core Questions (15–20 minutes)
  • "Can you tell me about the last time you experienced [problem]?"
  • "How do you currently handle that? What do you use or do?"
  • "What's frustrating or inefficient about that approach?"
  • "How much time or money does this cost you?"
  • "Have you ever looked for a better solution? What did you find?"
  • "What would an ideal solution look like for you?"
  • "Who else is affected by this problem?"
  • "Is this something you deal with often, or just occasionally?"
Closing (2–5 minutes)
  • "Is there anything I didn't ask that you think is important?"
  • "Would you be willing to talk again as I develop this further?"
  • "Can you refer me to anyone else who might have a similar experience?"
After the Interview
  • Write up your notes within 24 hours.
  • Identify any surprises, patterns, or quotes worth saving.
  • Update your assumptions based on what you learned.
BM–6

Sample Survey Questions

Screening Questions

QuestionResponse Scale
How often do you [relevant behavior]?Never / Rarely / Sometimes / Often / Always
Do you currently use any products or services to help you with [problem]?Yes / No

Problem Discovery Questions

QuestionResponse Scale
How much of a problem is [specific issue] for you?1 = Not a problem  ·  5 = Major problem
How satisfied are you with the way you currently handle [problem]?1 = Very unsatisfied  ·  5 = Very satisfied
What is your biggest challenge when it comes to [topic]?Open text

Solution Validation Questions

QuestionResponse Scale
How valuable would [proposed solution] be to you?1 = Not valuable  ·  5 = Extremely valuable
Would you pay for a solution like this?Yes / No / Maybe
If yes, approximately how much would you expect to pay per [month/use/unit]?Open text
Survey Best Practices

Keep surveys under 10 questions when possible. Use consistent rating scales throughout. Test your survey on one or two people before sending widely. Thank respondents and consider sharing what you learn with them.

BM–7 through BM–14

Business Document Templates

Marketing Plan Template

BM–7
Sample Marketing Plan Template
Business Name
Date & Prepared By

1. Target Market

ElementYour Notes
Primary Customer Segment — who they are, where they are, what they care about, what problem they have 
Secondary Segment (if applicable) 
Customer Persona — name, age range, occupation, goals, frustrations, buying habits 

2. Value Proposition Statement

Core Statement Template
We help [customer] who [have this problem] by [offering this solution], unlike [competitors] who [alternative approach].

3. Marketing Goals

GoalMetricTargetTimeline
Build awarenessWebsite visitors  
Generate leadsEmail sign-ups  
Make first salesCustomers acquired  

4. Marketing Channels

ChannelWhy It Fits This CustomerPlanned ActivityBudget
Social media   
Email   
In-person / community   
Word of mouth   
Other   

5. Launch Marketing Plan (First 4 Weeks)

WeekActivityChannelOwnerBudget
Week 1    
Week 2    
Week 3    
Week 4    

Startup Budget Template

BM–8
Sample Startup Budget
Business Name & Date

One-Time Startup Costs

ItemEstimated CostNotes
Business registration / legal fees  
Equipment and tools  
Website design and setup  
Initial inventory  
Branding and design  
Licenses and permits  
Other one-time costs  
Total One-Time Costs  

Monthly Operating Costs (First 3 Months)

ExpenseMonth 1Month 2Month 3
Rent or space costs   
Utilities   
Salaries or wages   
Marketing and advertising   
Software subscriptions   
Insurance   
Supplies   
Other monthly expenses   
Total Monthly Costs   

Funding Summary

Amount
Total one-time startup costs 
Total estimated costs (first 3 months) 
Total funding available 
Funding gap (if any) 

Income Statement Template

BM–9
Sample Income Statement  ·  Period: _______________
Revenue 
Product sales 
Service revenue 
Other revenue 
Total Revenue 
Cost of Goods Sold
Materials / inventory 
Direct labor 
Total COGS 
Gross Profit (Revenue − COGS) 
Operating Expenses
Rent 
Utilities 
Salaries (non-production) 
Marketing 
Software and subscriptions 
Other operating expenses 
Total Operating Expenses 
Operating Profit 
Taxes (estimated) 
Net Profit (or Loss) 

Balance Sheet Template

BM–10
Sample Balance Sheet  ·  As of Date: _______________
Assets
Cash and cash equivalents 
Accounts receivable 
Inventory 
Equipment (net of depreciation) 
Total Assets 
Liabilities
Accounts payable 
Short-term loans 
Long-term loans 
Total Liabilities 
Owner's Equity
Owner's investment / contributed capital 
Retained earnings (or accumulated deficit) 
Total Liabilities and Owner's Equity 
Accounting Equation

Total Assets must always equal Total Liabilities + Total Owner's Equity. If they do not balance, an entry is missing or incorrect.

Cash Flow Statement Template

BM–11
Sample Cash Flow Statement  ·  Period: _______________
Operating Activities
Cash received from customers 
Cash paid to suppliers 
Cash paid for salaries and wages 
Cash paid for rent and other expenses 
Net Cash from Operating Activities 
Investing Activities
Cash paid for equipment or assets 
Cash received from sale of assets 
Net Cash from Investing Activities 
Financing Activities
Cash received from loans 
Cash repaid on loans 
Owner contributions / withdrawals 
Net Cash from Financing Activities 
Cash Summary
Beginning Cash Balance 
Net Change in Cash 
Ending Cash Balance 

Break-Even Worksheet

BM–12
Sample Break-Even Worksheet
StepItemAmount
Step 1
Fixed Costs		Rent 
Salaries (fixed) 
Insurance / subscriptions 
Total Fixed Costs (monthly) 
Step 2
Unit Economics		Selling price per unit 
Variable cost per unit 
Contribution Margin per Unit 
Step 3
Break-Even		Break-Even Units (Fixed Costs ÷ CM per Unit) 
Break-Even Revenue (Fixed Costs ÷ CM Ratio) 

Sensitivity Check

ScenarioChangeNew Break-Even Units
Price increases by 10%  
Variable cost increases by 10%  
Fixed costs increase by 20%  

Pitch Deck Outline

BM–13
Sample Pitch Deck Outline  ·  8–12 Slides
SlideTitleWhat This Slide Should Accomplish
1TitleBusiness name, tagline, presenter name(s), date.
2The ProblemWhat problem exists? Who experiences it? How painful or common is it? Use a story, statistic, or example.
3The SolutionWhat do you offer? How does it solve the problem? Keep it simple and concrete.
4The CustomerWho is your target customer? How did you learn about them? Include persona details or research findings.
5Market OpportunityHow large is the market? How many potential customers exist? Is the market growing?
6Business ModelHow do you make money? What is your pricing? What does a typical customer transaction look like?
7Competitive LandscapeWho are the alternatives? How are you different? What is your competitive advantage?
8Marketing and SalesHow will you reach customers? What channels will you use? How will you convert interest into purchases?
9Operations PlanHow will you deliver your product or service? Key activities, resources, or partnerships needed.
10Financial SummaryStartup costs, monthly operating costs, revenue projections, and when you expect to break even.
11TeamWho is involved? What relevant skills or experience does each person bring?
12The Ask and Next StepsWhat do you need? What are your next three steps?

Business Plan Template

BM–14
Business Plan Template  ·  10 Sections
#SectionKey Contents
1Executive Summary (write last)Business name, problem, solution, target market, business model, key financials, the ask.
2Business Concept and Value PropositionDetailed description, the problem and why it matters, the solution, value proposition statement, stage of development.
3Market Research and Customer DiscoveryTarget segments and personas, research methods used, key findings, market size estimate, competitor analysis.
4Business ModelRevenue streams, cost structure, customer acquisition approach, Business Model Canvas summary.
5Marketing and Sales PlanPositioning, marketing channels and tactics, sales process, customer retention strategy, launch plan.
6Operations PlanHow the product or service is produced and delivered, key suppliers and partners, quality control, operational risks.
7Team and Management PlanFounders and key team members, roles still needed, advisors or mentors, organizational structure.
8Financial PlanStartup costs, monthly operating budget, revenue projections, break-even analysis, funding sources and needs.
9Risk, Legal, and Ethics ReviewTop five risks and mitigation strategies, business structure and registration, legal considerations, ethics statement.
10AppendixSupporting research, prototype images, customer interview notes, survey results, letters of support, financial worksheets.
BM–15

Entrepreneurship Portfolio Rubric

The portfolio is assessed holistically. Each component is evaluated across four performance levels. The total portfolio score is 40 points. Use the component rubric below to assess individual deliverables and the summary table to calculate the final score.

Component Excellent (4) Proficient (3) Developing (2) Beginning (1)
Business Idea Clearly solves a real problem; specific and compelling Identifies a problem and solution; generally clear Idea is vague or solution is unclear Idea is missing or does not address a real problem
Customer Research Multiple methods used; rich findings that shaped the concept Research conducted; findings are relevant Research is minimal or not connected to decisions No meaningful research conducted
Value Proposition Clear, specific, customer-centered, and differentiated Addresses customer need and differentiates somewhat Vague or generic; not clearly differentiated Missing or does not address customer value
Business Model Canvas All nine blocks completed thoughtfully; internally consistent Most blocks completed; model is coherent Several blocks missing or inconsistent Canvas is incomplete or shows fundamental misunderstanding
Marketing Plan Target market well-defined; channels, message, and tactics are specific and realistic Target market and approach are identified; plan is workable Marketing plan is general or incomplete Missing or not connected to target customer
Operations Plan Clear, practical, and complete; shows understanding of delivery Operations are described and generally realistic Described at a surface level Missing or unclear
Financial Plan Startup costs, operating budget, and break-even are accurate and realistic Key financial figures are present and mostly accurate Incomplete or contains significant errors Financial plan is missing
Risk and Ethics Review Risks are specific, well-reasoned, and mitigation strategies are realistic; ethics statement is thoughtful Risks are identified with some mitigation; ethics addressed Risks or ethics are superficially addressed Risk and ethics review is missing
Pitch / Presentation Compelling, clear, and well-organized; effectively communicates the venture Communicates the venture adequately; generally clear Incomplete or difficult to follow Missing or does not communicate the venture
Reflection Insightful; demonstrates genuine learning, honest self-assessment, and clear next steps Present and shows some self-awareness Superficial or formulaic Missing

Portfolio Score Summary

ComponentScore (1–4)Notes
Business Idea  
Customer Research  
Value Proposition  
Business Model Canvas  
Marketing Plan  
Operations Plan  
Financial Plan  
Risk and Ethics Review  
Pitch / Presentation  
Reflection  
Total Score / 40 
BM–16

Career Pathways in Business

Business study opens pathways into many different careers. The eight areas below represent the major functional domains covered in this textbook. Each card identifies sample roles, the skills that matter most, and the chapters most directly relevant to that pathway.

Pathway 1
Accounting and Finance
Bookkeeper · Accountant · Financial Analyst · Budget Analyst · Controller · CFO · Loan Officer · Tax Specialist
Key Skills: Attention to detail · Quantitative reasoning · Accounting principles · Spreadsheet proficiency · Integrity
Relevant Chapters: 22, 23, 24, 25
Pathway 2
Marketing and Communications
Marketing Coordinator · Social Media Manager · Content Writer · Brand Manager · Market Research Analyst · Digital Marketing Manager · PR Specialist
Key Skills: Communication · Creativity · Data analysis · Customer empathy · Digital tool proficiency
Relevant Chapters: 18, 19, 20, 21
Pathway 3
Management and Human Resources
Team Leader · HR Coordinator · Recruiter · Training Specialist · Organizational Development Consultant · General Manager · COO
Key Skills: Communication · Leadership · Conflict resolution · Decision-making · Empathy
Relevant Chapters: 14, 15, 17
Pathway 4
Operations and Supply Chain
Operations Analyst · Logistics Coordinator · Supply Chain Manager · Purchasing Agent · Quality Control Specialist · Project Manager · Process Improvement Consultant
Key Skills: Systems thinking · Problem-solving · Organization · Data analysis · Vendor management
Relevant Chapters: 16, 17
Pathway 5
Entrepreneurship and Small Business
Founder · Co-Founder · Small Business Owner · Freelancer · Social Entrepreneur · Startup Team Member · Business Development Specialist
Key Skills: Risk tolerance · Creativity · Customer empathy · Financial literacy · Persistence · Adaptability
Relevant Chapters: 9, 10, 11, 12, 13, 28
Pathway 6
Sales and Customer Success
Sales Representative · Account Manager · Customer Success Specialist · Business Development Rep · Retail Associate · Customer Experience Manager
Key Skills: Listening · Communication · Relationship-building · Problem-solving · Resilience
Relevant Chapters: 20, 21
Pathway 7
Business Law and Compliance
Paralegal · Compliance Officer · Contracts Administrator · Risk Analyst · Business Attorney · Regulatory Affairs Specialist
Key Skills: Analytical thinking · Attention to detail · Knowledge of law · Written communication
Relevant Chapters: 4, 8
Pathway 8
Technology, Data, and Digital Business
Business Analyst · Data Analyst · E-Commerce Coordinator · Product Manager · UX Researcher · Digital Operations Specialist · Cybersecurity Analyst
Key Skills: Data literacy · Technical proficiency · Business acumen · Communication · Problem-solving
Relevant Chapters: 19, 25, 27
BM–17

Further Reading and Study Pathways

The chapters in this textbook are starting points. Each study pathway below identifies the next questions worth asking, skills worth building, and topics worth exploring for students who want to go further in a particular area of business.

Entrepreneurship

Study lean startup methodology, customer development, and design thinking. Explore case studies of startups in industries that interest you. Begin keeping a problem and opportunity journal. Find a local small business owner willing to share their experience.

Topics: Customer discovery · Lean startup · Design thinking · Product-market fit · Business model innovation
Accounting and Finance

Study the accounting cycle and double-entry bookkeeping in depth. Practice building and reading real financial statements. Learn to use spreadsheet software for financial modeling. Explore introductory personal finance alongside business finance.

Topics: Financial accounting · Managerial accounting · Corporate finance · Financial modeling · Taxation
Marketing

Study consumer behavior and the psychology of decision-making. Explore digital marketing platforms, tools, and measurement. Build a personal or project brand and apply marketing principles. Practice writing clear, customer-centered copy and messaging.

Topics: Consumer behavior · Brand strategy · Content marketing · Digital advertising · Market segmentation
Management and Leadership

Study organizational behavior, motivation theory, and leadership styles. Explore how real organizations handle change, conflict, and culture. Practice giving and receiving feedback constructively. Take on leadership roles in student or community organizations.

Topics: Organizational behavior · Leadership theory · Human resources management · Change management
Operations and Supply Chains

Study process mapping, lean operations, and quality management. Explore how global supply chains are structured and disrupted. Learn project management tools and methodologies. Examine how operations differ across product and service businesses.

Topics: Operations management · Supply chain management · Quality management · Project management · Process improvement
Business Law and Ethics

Study contract law, employment law, and business entity law in more depth. Explore real business ethics cases and regulatory enforcement actions. Practice identifying ethical issues in everyday business scenarios. Research intellectual property law, especially as it applies to creative and technology businesses.

Topics: Business law · Contract law · Employment law · Intellectual property · Corporate governance · Business ethics
Economics

Study microeconomics: supply, demand, elasticity, market structures, and firm behavior. Study macroeconomics: GDP, inflation, interest rates, fiscal and monetary policy. Explore behavioral economics and how real decision-making differs from theory.

Topics: Microeconomics · Macroeconomics · Behavioral economics · International trade · Labor economics
BM–18

Index

Section references are listed in the format Chapter.Section (e.g., 7.5 = Chapter 7, Section 5). "Ch." indicates the entire chapter is relevant. Multiple references indicate the topic appears across more than one location in the textbook.

A
Accounting 22.1–22.9
Assets 22.3, 22.7
Assumptions (business) 11.2, 12.4
B
Balance sheet 22.7
Bootstrapping 23.5
Brand 18.4
Break-even analysis 24.8
Business ethics Ch. 4
Business law Ch. 8
Business life cycle 26.1
Business model Ch. 6
Business Model Canvas 6.9
Business plan Ch. 28
Business planning Ch. 7
C
Capital 23.1–23.9
Cash flow 22.4, 22.8, 26.7
Channels 6.4, 18.5
Competitive advantage 7.6
Competitor research 11.6
Contracts 8.2
Contribution margin 24.7
Corporations 5.4
Cost of goods sold 22.2
Cost structure 6.7
Crowdfunding 23.8
Customer discovery Ch. 11
Customer experience Ch. 21
Customer interviews 11.3
Customer loyalty 21.6
Customer relationships 20.7–20.9
Customer retention 20.8
Customer segments 2.4, 11.7
D–E
Delegation 14.5, 26.5
Demand 2.5
Differentiation 2.6, 18.3
Digital marketing Ch. 19
Economic systems Ch. 3
Entrepreneurship Ch. 9
Equity 22.3
Ethics Ch. 4
Expenses 22.2
F–G
Failure (entrepreneurship) 9.9
Finance Ch. 23
Fixed costs 24.5
Franchise 5.7
Funding 23.5–23.8
Globalization 3.8, 27.2
Goals and objectives 7.3
Gross margin 24.6
Growth (business) Ch. 26
H–K
Hiring 15.3, 26.5
Human resources Ch. 15
Income statement 22.6
Intellectual property 8.7
Intrapreneurship 9.8
Inventory 16.5
Key performance indicators 25.3
L–M
Launch (venture) Ch. 13
Leadership 14.3
Legal foundations Ch. 8
Liabilities 22.3
Limited liability company 5.5
Logistics 16.6
Management Ch. 14
Market research Ch. 11
Marketing Ch. 18
Marketing mix 18.5
Markup 24.6
Minimum viable product 12.4
Mission 7.2
N–O
Needs and wants 2.1
Net profit 22.2
Nonprofit 5.8
Opportunity (vs. idea) 10.1
Operations Ch. 16
Organizational culture 14.7
Ownership structures Ch. 5
P–R
Partnership 5.3
Persona (customer) 11.8
Pitch deck Ch. 28
Positioning 7.7, 18.3
Pricing Ch. 24
Profit 1.5, 22.2
Project management Ch. 17
Prototype 12.2
Revenue 22.2
Revenue models 6.4
Risk 3.9, 9.3–9.4
S–T
Sales Ch. 20
Scaling 26.3
Social entrepreneurship 9.7
Sole proprietorship 5.2
Startup costs 23.2
Strategy Ch. 7
Supply chain Ch. 16
Surveys 11.4
SWOT analysis 7.5
Target market 11.7, 18.2
Technology 3.7, Ch. 27
V–W
Value 1.2
Value proposition 2.7, 6.3
Variable costs 24.5
Venture portfolio Ch. 28
Vision 7.2
Working capital 22.4
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