The main message of this book is that, apart from technical skills, establishing a new technology business requires vision and endurance.

The book deals with startup companies rather than established ones, although it does take into account the company’s development and growth in the future, emphasizing creation of company values and credibility in every phase of its development. Using models, Sawyer covers all operational and financial aspects that must be considered when creating a new business. Each model covers a specific operational or financial aspect, is covered in a different chapter of the book, and consists of one or more Excel worksheets that are free to download from the publisher’s Web site (http://www.apress.com/book/downloadfile/4316).

After the first three commonsensical chapters on general principles of business, the book comes to Excel. Sawyer then introduces more technical chapters that are devoted to the different aspects to take into account when planning a new business. He identifies ten models: staffing; sales and revenue; cost of goods sold and inventory; cost of sales and marketing; cost of product development; operating and capital expenditures; statement of profit and loss; cash flow; modeling valuation and investment; and financial reporting and analysis. Each model consists of a series of Excel worksheets that are thoroughly explained in the corresponding chapter. The business-oriented explanations show the place of the model in the overall company structure. The programming details of Excel are somewhat taken for granted; some are explained in exercises at the end of each chapter, but, by and large, the book is intended for experienced Excel users. In any case, the models are downloadable for immediate use.

The book should be read from beginning to end, as it presents a complete methodology to guide readers through business development.