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Return on Investment (ROI)

ROI is the simplest formula in business and the most often misused. It asks one question: for every dollar I put in, how many came back? The math is easy....

Profit

Profit is what is left after every expense has taken its share. It is the only number that tells you whether the business is actually a business. And it comes...

Expenses

Expenses are everything a business spends to keep operating. They sound simple. They are not. The category you put a cost in determines what kind of business you appear to...

Revenue

Revenue is the top of the income statement and the most commonly confused number in business. It is not what you have. It is not what you keep. It is...

Market Research

Market research is the discipline of finding out what is actually true before you spend money on what you think is true. Most companies do the opposite. They build first...

Marketing Mix: The 4Ps

The marketing mix is four decisions in sequence — product, then price, then place, then promotion. Each one builds on the one before it. Each one has to serve the...