But it's also extremely dry, and it's a textbook, goddammit. I'm using it as backup, but what I've found really helpful for spelling out the basics of how to start a business is this entire series on Inc.com:
I always jump at the opportunity to brainstorm and concoct business plans, but I always shy away from the math stuff. This is my flinch. And today, I'm dwelling in the flinch.