Choosing between advertising and personal selling

Choosing between domestic and international suppliers

Balancing present stability and efficiency with future creativity 

Balancing shareholder numbers and employee numbers

Centralise suggestions → delay implementation → reduce communication → attract creative people 

Support creativity → develop useful innovations → strengthen reputation → attract creative people

Reduce resources → increase innovation demands → overlook contributions → improve morale

Restrict experimentation → reject unfamiliar ideas → increase frustration → retain creative people

Listening carefully

Avoiding difficult topics

 Making assumptions without clarification 

Dominating every conversation

Franchise model

Freemium model

Wholesale model

Manufacturing model 

The company’s annual sales target 

The business’s preferred advertising platform

The legal system applicable to the agreement

The amount each partner may withdraw

The startup should increase spending without revising its forecast 

The startup should reconsider the market or its adaptation approach

The startup should enter immediately because screening is complete

Strong demand makes adaptation costs irrelevant

 Increase the number of home-country export intermediaries

Replace local market research with domestic customer surveys 

Keep the same supply arrangement and change only the logo

 Evaluate local production through foreign direct investment

Developing the marketing plan

Adapting the marketing mix 

Implementation and control

 Preliminary analysis and screening

It automatically transfers control to a bank 

 It prevents founders from using personal savings

Financial losses can damage personal relationships

It always requires a public share offering

Copying makes all forms of IP protection unnecessary

Easily copied inventions always lack commercial value

A method easily discovered from a product may be difficult to keep secret 

Publicly sold products automatically remain confidential