Joe Covello is the founder of The Covello Group, a professional firm specializing in business planning and finance located in Clearwater, Florida and serving the greater Tampa Bay area. His firm services small- and medium-size clients in various industries including manufacturing, distribution, service, and retail.

Joe holds a Masters of Business Administration Degree in Finance from Fairleigh Dickinson University and he has a Bachelor of Arts Degree in Accounting from William Paterson University. He has co-authored two books, Your First Business Plan and The Complete Book of Business Plans. In addition he has written several notable papers on business related subjects.

He has a been a radio talk show co-host with Brian Hazelgren on the number one station in the Phoenix, AZ market. The show was called "All About Business" and the focus topics were geared toward assisting business owners and managers in creating business efficiencies in management, sales, marketing, production, and finance.

In addition, Joe served as an adjunct faculty member for the State of Arizona Community College District were he taught classes in sales, marketing, management, human relations, and business planning. He was instrumental in creating, developing, and presenting the course on business planning to the College District Board where it was approved and implemented as an official course to be used throughout the College District.

Over his twenty-four year career, he has been hired into several key management positions for the primary purpose to spearhead business start-ups, turnarounds, and expansions. During his tenure, each business enterprise achieved higher sales levels, increased employee moral and productivity, and a more profitable bottom line.

Introduction -
Section One: Getting Ready to Write Your Winning Business Plan
Chapter 1: Evaluating You and Your Business Idea -
- A Few Facts
- The Journey Begins With You
- What Are Your Goals?
- Involving an External Coach
- Self-Development and Self-Improvement
- The Journey Continues with Your Business Idea
Chapter 2: Powerful Guidelines for Writing a Winning Business Plan -
- Ready, Set, Almost Go
- Your Heart and Soul
- What Potential Suppliers of Capital Look at First
- Create Your Unique Selling Advantage
- Define Your Business
- Name Your Business
- Contents of Your Winning Business Plan
- Anticipated Challenges and Planned Responses
- Practical Tips
Chapter 3: 100-Plus Questions to Personal and Business Success
- General Personal Questions
- General Business Questions
- Customer and Competition Questions
- Marketing Questions
- Sales Questions
- Advertising Questions
- Internet Strategy Questions
- Products and Services Questions
- Production and Facility Questions
- Management Questions
- Finance Questions
Chapter 4: Sample Business Plan-Forward Tech, Inc. -
Section Two: Writing Your Winning Business Plan -
Chapter 5: Company Overview -
- Knowing Who You Are
- Your Company Overview
Chapter 6: Product and Service Description -
- Making it Count
Chapter 7: Market Analysis -
- Doing Your Homework
Chapter 8: Marketing and Sales Strategy -
- Planning for Gold
- Establish Marketing Objectives
- Advertising and Promotion Ideas
- Selling Tactics

Chapter 9: Internet Strategy -
- Selling Your Website
- How to Calculate ROI for Your Website
Chapter 10: Management and Personnel Plan -
- Leading the Way
- Your Formal Organization
Chapter 11: Financial Projections -
- Counting the Money
- Your Financial Management Tool
- Profit and Loss Statement
- Balance Sheet
- Statement of Resource Needs
- Assumptions Page
- Break-even Analysis
Chapter 12: Executive Summary -
- Preparing Your Sizzle
Chapter 13: Appendix Section of Your Business Plan -
- Supporting Your Claims
Section Three: Implementing Your Winning Business Plan -
Chapter 14: Raising Capital -
- A Winning Business Plan is a Must
- Basic Principles of Getting Funded
- Answer the #1 Question on Their Minds
- Hone Your Presentation Skills
- Backyard Funding
- An Investor-Ready Business Plan
Chapter 15: The Future and Building Your Business -
- The Good and the Bad
- Sharpening Your Tools
- Practicing "Nichecraft"
- Finding Your Hidden Resources
- Funding Future Growth
Chapter 16: Other Considerations and Helpful Hints -
- Developing a Center of Influence
- Brainstorming for New Ideas
- Patents, Copyrights, Trademarks, and Secret Formulas
- Government Contracts
Section Four: Knowledge Building for Preparing Your Winning Business Plan -
Chapter 17: Financial Ratios, Glossary, and Chart of Accounts -
- Financial Ratios
- Solvency Ratios
- Profitability Ratios
- Efficiency Ratios
- Leverage Ratios
- Glossary
- Sample Chart of Accounts
Chapter 18: Helpful Internet Links -
Section Five: Samples of Winning Business Plans -
- ABC Consulting & Training -
- Artistic Studios -
- Enviro-Friendly Products -
- Global Wholesale -
- Jeff Miller Landscapes, LCC -
- MacuGen, Inc -
- Moore Pharmacy -
- Product Manufacturing Company -
- TRM LLC -
- XYZ Consulting Co., LCC -

Readers have turned to The Complete Book of Business Plans for almost 10 years for advice and information, making it one of the bestselling business planning books of our time.

Authors Brian Hazelgren and Joseph Covello have gone back to the drawing board on this updated edition, providing you with more than a dozen brand-new business plans that will help you attract the financing and investment you need. The Complete Book of Business Plans also includes revised and updated information on how to get started, what questions to ask and how to finalize a business plan that will get you off the ground and running.

For business owners just starting out or seasoned veterans that want to bring their business to the next level, The Complete Book of Business Plans is the only reference they need to get the funding they're looking for.