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  3. When we think of entrepreneurs, most of us imagine dynamic, successful, over-achievers like Bill Gates of Microsoft, Richard Bra

When we think of entrepreneurs, most of us imagine dynamic, successful, over-achievers like Bill Gates of Microsoft, Richard Bra

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问题     When we think of entrepreneurs, most of us imagine dynamic, successful, over-achievers like Bill Gates of Microsoft, Richard Branson of Virgin Airlines, Inc. or Jim Boyle of Columbia Sportswear, to name a few contemporary heroes. The truth is that we often fail to recognize entrepreneurs all around us: the corner grocery store owner, the family physician who opens a medical practice in our neighborhood, or the young person who delivers the morning paper. Each is creating business opportunities through entrepreneurship, although the process of entrepreneurship would be markedly different from each other.
    According to Jeffery Timmons, author of "New Venture Creation" (1990), there are three crucial components for a successful new venture: the opportunity, the entrepreneur, and the resources needed to start the company and make it grow. The opportunity is the idea for a new business. The entrepreneur is the person who develops the idea for a business into a business. Resources include money, people and skill. In this unit, we focus on entrepreneurs, one of the critical ingredients for success of a new business: Who are they? What makes them tick?
    One factor which distinguishes Bill Gates from the morning paper deliverer is the level of business success each desires to achieve. Determining what success means to you is a crucial element in the early stages of new venture planning. How you measure success in life shapes your views of business opportunities and small business. We begin this unit with a look at success: what it means and how it is measured.
Defining Success through Personal Evaluation
    “Most people spend less time planning their new business than they do their family vacation” (Canadian Small Business,1997). Yet, selecting the right business idea and planning for its success are crucial steps in new venture planning. You will learn more about opportunity identification, or how to find and evaluate business ideas. For now, let’s focus on success.
    Success is how you define it.  What success means to you will not likely be what success means to someone else. Success is very personal and subjective. We usually measure success in one of three ways:
    Success can be measured in dollars, usually earnings.
    Success can be measured by the value of our possessions, including our home.
    Success can be measured through our personal values.
    Whether you define success by money, possessions, personal values or a combination of the three is up to you. How we define success significantly influences our selection of a business to start. Our view of success becomes our framework for evaluating business opportunities. If we think a business opportunity has the potential to raise us to our desired level of success, we give it further consideration. If not, we usually discard the idea. For example, if the paper deliverer defined success as earning $75.00 of spending money per month and he or she was earning $200.00 per month, then they would consider their venture highly successful.
Visioning and Goal Setting for Business Success
    Planning for business success begins with an understanding of ourselves, who we are and where we want to go in our professional lives. Enrolling in college is one step toward fulfilling our vision of the future. Two processes which are helpful to would-be entrepreneurs are visioning and goal-setting.
    Success begins with a vision of who we are, what drives us and what we want. This vision of ourselves is the foundation that will give us guidance and direction in the conduct of our lives and businesses. Visioning involves development of a clear mental picture of what we would like to become in the next five to ten years.
    Goal-setting involves developing a list of things you would like to achieve in your personal or professional lives—your goals. Goal-setting is the action plan for achieving your vision of life. According to the authors of "Canadian Small Business," goals should be "SMART," i.e. Specific, Measurable, Achievable, Realistic, and Time-oriented.
    Entrepreneurship begins with an understanding of who we are and where we want to go. For millions of Canadians, starting a business of their own was the path chosen to get them where they wanted to go. Understanding what success means to you and the level of success you are willing to accept in life is one of the first stages of new venture planning. Visioning and goal-setting are tools you can use to develop a clear picture of who you are, where you are going and what you need to do to get there.  
What effect does the definition of success have on one’s selection of opening up a business?
选项 A、It helps to determine whether it is necessary to start a business.
B、It helps to decide how great a business success is.
C、It helps to further provide a business opportunity.
D、It helps to evaluate the business potential effectively.
答案A
解析 第二部分(Defining Success through Personal Evaluation)第三段的第二句话“How we define success significantly influences our selection of a business to start”给出了答案。
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