5.11.1 Focus on a Market Need, Not on Your Technology -- 5.11.2 Specific Aims (Significance, Innovation, and Approach) -- 5.11.3 Significance (A Major, Unsolved Public Health Problem) -- 5.11.4 Innovation (Your Specific Product) -- 5.11.5 Preliminary Studies (Why Your Approach Is Likely to Succeed) -- 5.11.6 Research Design (What You Will Call Success) -- 5.11.7 Project Summary/Abstract (Your Chance to Blow Your Own Horn) -- 5.11.8 Final Words of Wisdom -- 5.11.9 Practical Answers to Frequently Asked Questions -- References -- 6. Marketing and Marketing Research on a Shoestring -- 6.1 Introduction -- 6.2 A Small Business Is Not a Little Big Business -- 6.2.1 Difference between Marketing, Advertising, and Public Relations -- 6.3 Marketing Research Fundamentals -- 6.4 Marketing Research for Business/Planning -- 6.5 Acquiring Marketing Research Information -- 6.5.1 Primary Research Information -- 6.5.2 Secondary Research Information -- 6.5.2.1 Marketing Research Online -- 6.6 Your Start-Up Marketing Plan -- 6.7 Guerrilla Marketing -- 6.7.1 Guerilla Marketing Tactics -- 6.7.2 Apple's Guerrilla Marketing -- 6.7.2.1 Humble Beginnings -- 6.7.2.2 Unconventional Thinking -- 6.8 Your Marketing Plan -- 6.8.1 The Benefits of a Marketing Plan -- 6.8.2 Researching Your Market -- 6.9 Competitive Intelligence -- 6.9.1 CI Is a Top Management Function -- 6.9.2 CI Should Be Actionable -- 6.9.3 Market Intelligence -- References -- 7. Establishing Your Dream Team -- 7.1 Introduction -- 7.2 Hiring Your Dream Team -- 7.2.1 Teamwork Not Titles -- 7.2.2 Team Discipline -- 7.2.3 Focus on Outcomes, Not Activities -- 7.3 Teamwork and Team Building -- 7.4 Intellectual Capital Management -- 7.4.1 Human Capital -- 7.4.2 Knowledge Management -- 7.4.3 Your Seven Knowledge Levers -- 7.4.4 Intellectual Property Management -- 7.5 Accountants and Lawyers -- 7.5.1 Accountants