Abstract
The process of small business establishment is examined in a step by step approach with reference to John Williams. Initially, the entrepreneurial focus is considered and the case study leads to the examination of entrepreneurial traits. Some facts relating to the owners personal situation are given. As opportunities appear they are also presented for decision‐making purposes and these lead into marketing issues such as customer identification, environmental influences and the marketing mix variables. As the case study concludes, it establishes a focus on the future direction of the firm, bearing in mind a record of sales 23% above target for the first year. There are four assignment stages, each of which is free‐standing: the start‐up decision; preparation of a business plan; marketing planning; and planning for growth. The learning experience of this case study is broad and it has been specifically developed to suit a wide range of readers from academic and non‐academic backgrounds.
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