Under the radar - Arnold Kling

"Under the Radar clears away truckloads of fear, uncertainty, and doubt that have been dumped on e-commerce by purportedly "professional" pundits, venture capitalists, industry analysts and consulting firms. Ignore the vested interests and listen to a guy who's actually been there." Christopher Locke, co-author of The Cluetrain Manifesto and author of Gonzo MarketingThe Internet bubble has burst for the high-profile start-ups fuelled by hot-air, but there is another way. In the background are real entrepreneurs making real profits built on real businesses. Clear, practical and tough-minded, Under the Radar is their manifesto.Arnold Klingshows how you can build durable and profitable tech businesses without falling prey to the highs and lows of venture capital and the volatile markets.Forget everything you've ever read about starting an Internet business. Forget the moon-shot IPO's. Forget Silicon Valley and venture capital. The start-ups featured in glossy magazines represent only a sliver of what is happening on the Internet. Under the Radartells the story of Web companies that bear little resemblance to the cash-burning businesses that were the media darlings before the bubble burst. In this distinctive and timely guide, Arnold Kling, an experienced 'Netstrapper' who sold his Internet start-up for $85 million, introduces the reader to over two dozen business founders whose stories will inspire and instruct every aspiring and seasoned entrepreneur alike.Kling advises Internet entrepreneurs not to waste time trying to woo venture capitalists, who are obsessed with multi-million-pound jackpots. Instead, he offers clear, tough-minded coaching on every important aspect of building a solid Internet enterprise - from evaluating business ideas to finding the most suitable partners and making the best use of technology. His step-by-step plan will guide you to create businesses that are free from stock market turbulence and investor control and have lasting value.CONTENTS

Chapter One: Introduction Chapter Two: My Story Chapter Three: Room Under the Radar Chapter Four: Planning your Business Chapter Five: Feeding Mouths and Minds - the Importance of Selling Chapter Six: Designing and Promoting your Service Chapter Seven: The Zen of Partnership Chapter Eight: Making a Clean Getaway Chapter Nine: How to Resolve Some Typical Dilemmas