This book is for the Newbie that is just starting out trying to build a brick and mortar business, off line business or an online business, this is a good starting place. This is a no fluff way to look at your business idea, to be. With all of the steps that they include here, they want it noticed that there is really NO EASY button, and it does require a lot of work on your part to make a go of it. However the authors wanted it to be as easy as possible for you to explorer your product or service niche. While making it complete enough that you could use the links and information supplied here to get you going, ready for customers. They do place more attention toward making your Elevator Pitch and understanding the need for understanding your USP. Plus they also infer that you should use social media, but we live in the times where social media is what is happening and we all need some sort of an Elevator Pitch to get people to notice us and our product or service.