Rob Walling has written a practical, easy-to-understand approach for the new entrepreneur to take the first steps toward building a business based on their first 'big idea.' The approach is well organized, and stresses the activities that many developers--the target audience for this book--would consider to be 'unproductive.' Starting with market analysis and moving to building an effective sales web site, Rob builds a thoughtful plan with straightforward action steps. The one improvement I would suggest is, given the success of the book, Rob needs to invest in better formatting for the book, and more graphics. In summary, if you are interested in starting your own business, or understanding how start-ups work, this is an excellent resource.