The Start up Way

The book is unique because it has both a deep academic point of view and a practical angle. The book differentiates itself by departing from the academic analysis, but it translates the uncertainty challenge into practical problems. This book is about how to manage the risk associated with failure: the failure per se, and also the financial risk associated with it.

There are thousands of business start-ups in the U.S. per year, and a business plan provides for the future of such companies. It sets out a company’s aims and how it proposes to achieve them. Without such a plan no venture capital house or bank will consider a loan for start-up or expansion.