550 ENTREPRENEURSHIP
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less than average variable cost, but in the long
run, negative contribution margins cannot be
sustained. In the long run, price must be suf-
ficient to cover average total costs. - M. Feldman, M., Hatch, J. Martin, and S.
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Chapter 5- Of course the formulation and implementa-
tion of a new venture plan frequently do not
proceed consecutively. There is usually con-
siderable overlap. The very act of collecting
information often puts prospective entrepre-
neurs in contact with other businesspeople,
creating a network for the new venture, a
process that could be considered implementa-
tion. The distinction simply divides analysis
from action. - E. Barker, “The Bullet Proof Business Plan,”
Inc.2001. Retrieved from the Web June 6,
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3.B. McWilliams, “Garbage In, Garbage Out,”
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