| A | B |
|---|
| Elevator Speech | A compelling way to describe a business or new business concept in 30 seconds |
| Engaging Question | Open ended question that prompts more than a "Yes" or "No" answer |
| Go/No Go | The decision point at which an entrepreneur makes the final decision on whether or not to launch a new enterprise or abort the effort due to unfavorable market research or pro forma projections |
| Launch Plan | A complete package that supports a "Go" decision by an entrepreneur to launch a new business |
| Marketing | How a business communicates to large numbers of customers |
| Mission-Driven | When an entrepreneur’s actions and decisions are guided by a set of beliefs about how he / she wants the business to succeed. |
| Business Ethics | Proper business behavior beyond complying with legal requirements |
| Confidentiality | Individuals and companies often promise to keep information they learn secret. |
| Conflict of Interest | A situation in which an individual might take an action to his/her advantage that would be to the disadvantage of a person or company that believes this individual is serving them. |
| Corporate Social Responsibility | Actions entrepreneurs and companies take that go beyond their financial self-interest. |
| Fairness | Treating stakeholders as the entrepreneur would hope others would treat them. |
| Intellectual Property | Non-physical assets created by individuals or companies that hold the exclusive legal right to commercialize. |
| Transparency | The practice of operating openly and communicating fully while providing stakeholders with a clear understanding of how your enterprise operates. |
