We begin chapter 2: Beginnings of Your Small Business, discussing the importance of a well thought out Unique Selling Proposition (USP) that explains to you - and the world - why anyone should purchase your products and services. Then we move onto building an informal business plan (in half the time required by the more formal approach often demanded by venture capitalists and other financing sources) to help management decide upon objectives, and then acquire the needed resources - and funds - needed to get from here to there.