Finance Without Fear: A Guide to Creating and Managing a Profitable Business

Finance does not need to be mysterious and intimidating. Basic business finance is not hard to understand when it s presented clearly and includes easy to understand real world examples. Finance Without Fear explains the key financial statements - the cash flow statement, profit and loss statement, and balance sheet - in simple, easy to understand terms and provides a robust description of the ratios and other tools the pros use to analyze these financial statements. Genuine case studies of small businesses - a retail shop, small manufacturing business, and medical office - are used throughout, so you can compare the way your business works to the case studies, and to industry norms. The easy-to-read style of Finance Without Fear helps remove the fear of finance for the entrepreneur, the small business owner, the manager, or the business student. In the short amount of time it will take to read Finance Without Fear, you will learn the basics of finance, and the keys to creating and managing a profitable business.

William S. Hettinger, Ph.D. is an internationally known consultant and educator with more than twenty years experience in finance, real estate, and innovation and entrepreneurship. As an educator, he has trained many students in entrepreneurship and small business creation.

John Dolan-Heitlinger, MBA, is a nationally known consultant and business executive with more than twenty years experience as a CEO and senior executive in financial institutions, and as a consultant to financial institutions and small businesses.