Founded After Forty by small business expert Glenda Shawley takes you step by step from discovering your 'why' and vision to launching your business and keeping the momentum going. It covers finding the right business model and business fundamentals as well as practical considerations such as making the time for running a business. looks at the mechanics of starting up: legal considerations, identifying the target market, choosing the right route to market, developing the brand, making a profit, and mapping the customer journey