Every business or business idea is conceived for different reasons, but in most cases can be put down into two reasons, either to realise a dream or avoid a nightmare.

Many of us have sat at work and decided there must be more to life and imagine or dream what it would be like to be control of their own destiny and own their own business. They dream of the rewards, the respect and the quality of life owning their business could bring. However there is another group of potential business people. That is, those who are almost forced to start a business because of the lack of jobs, their age or other restricting criteria. It is important that you look at yourself and decide which category you are in.

If you were to take these two potential business owners and assume they are starting the same business at the same time in the same area, you would be surprised how different the strategy and expectations would be for success within their business plans. One strategy would be based on high turnover and high costs for marketing etc. a