Startups can rely on venture capital to become big and bright fast, and above all to have access to all the expertise needed to turn their fancy ideas into revenues. On the contrary, small businesses can rely only on themselves to grow at a more sedate pace, but keeping a firm hold on every facet of their business at all times. For them, time is often short; managerial concepts may be hard to grasp and difficult to turn into immediate benefits. This book addresses just one of these concepts, data management, and explains quite thoroughly precisely that. It starts by making clear that data, and the time spent managing it, is a real asset for any organization keen to increase its wealth, not just a mere waste of energy; after that, the prince of tools for doing so is brought to the scene: the database. The first task the author performs is persuading the audience that the database is not just the complicated cousin of the spreadsheet; it has a definite role and the two can live side by side; of course, the learning curve is steeper, but mastering its concepts has a far greater reward over all aspects of the organization.

The book covers the whole lifespan of a database, from planning to design to day-by-day operations. It starts with four case studies, four examples from different backgrounds (an online store, an engineering firm, a small law practice, and a nonprofit organization) that accompany the reader throughout the whole book. For the planning phase, a chapter explains how data can help in defining and reaching the strategic goals and vision of any organization (yes, there comes a time when people must begin to think ahead, not just manage day-to-day activities). Another one is devoted to the move from spreadsheet to database, explaining the different roles of the two and how they can coexist profitably. A third chapter is devoted to some legal issues involved in processing data, which are extremely important nowadays when data is becoming more and more a strategic asset: privacy policies, data protection, and security.

Then it is time to design a database. Four chapters explain the main database elements (tables, indexes, queries, forms, and reports) of the different data types that can be used in these tables, and above all present table relationships. This is usually the most difficult concept to grasp in understanding databases, maybe because it is the most different from other more common computer concepts. As for the day-to-day operations, chapters are dedicated to collecting data; keeping databases consistent, reliable, and aligned when in use; and archiving them permanently when their life cycle has come to an end. Of course, these day-to-day activities require time and effort, but they are repaid with faster, sharper, and more effective business decisions.

The book also analyzes newer forms of databases, namely databases on the cloud, and explains how the previous concepts are modified when data resides not on the local information system. It even points to ways to query public domain databases and data repositories. The last chapter is devoted to staff training, or how employees should approach the database in order to operate it effectively.

All this advice is given in plain, enjoyable prose. Technical jargon is banned by choice from the beginning, in order to keep concepts clear for people that are probably familiar with only very basic computer concepts and who above all have limited time available and must make the most of what they read. Plenty of examples and screen shots are given, based on Microsoft Access 2013, but all concepts discussed here can readily be translated into other products as well. In fact, the final appendix explains step-by-step procedures to set up a running database application for the fictional organizations presented, both with Microsoft Access 2013 and with LibreOffice 5 Base.

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