While these are certainly trying times for many, for every problem out there an opportunity awaits. This is the very core of an entrepreneurial mindset.

From this perspective, there should be a tremendous number of entrepreneurial opportunities out there — and there are. But these times also merit additional thought, however, in examining the pathways that can bring about improvements and success.

The first recommendation is to elevate the “cash is king” mantra to an even higher point of personal focus and reflection. Be very hard on yourself in deciding on the need in the start-up stage for bricks and mortar, staffing, furniture, etc. Many times these types of decisions are made based upon the preference of the business starters/entrepreneurs.

When pressed as to how these accoutrements lead to the capture of one more customer and generate one more dollar of profit, the responses are often couched in phrases dealing with appearances.

Most start-up companies that achieve success do so based on substance, not style. A client doesn’t really care if an old door is your desk, he or she is only concerned that the work you are doing contributes to their bottom line.

The second recommendation is to think long and hard before committing any funds and time to a venture that does not have some form of intellectual property associated with it.

To do so is simply foolish! Think about this for a moment.

If you have an idea and you successfully implement it, without some type of protection what is to stop someone else from duplicating your success?

Suffice it to say that their success and that of other copycats will most assuredly come at your expense. So if you cannot protect it, disregard it.

A third recommendation is to get your mind wrapped around an almost maniacal focus on execution of plans.

Whatever you decide has to be done every day, just accept as your calling in life that you will not rest each day until it gets done, whatever “it” is.

So many entrepreneur wannabe’s never understand that the old saying connecting success with “3 percent inspiration and 97 percent perspiration” is true. Running a start-up or small business can be a real grind. But working through the grind is the price and reward for success.

Given that there is such a volume of activity to do in a start-up, simply laying out an action plan with specific dates for completion can provide a sense of relief well founded on organization.

Finally, recognize that business is a social activity. We do business, not with other companies, but with other people. Every person that you come into contact in the course of your business day has individual likes and dislikes, individual goals and aspirations.

Most of us are favorably inclined to folks that we believe are sincere in helping us reach our goals and aspirations. The favorable inclination is often the deciding and discerning factor in a competitive world where product differences become smaller and smaller.

John F. Riddell Jr., director of the Center for Entrepreneurial Growth-Hamilton County, writes each Tuesday about entrepreneurs and their impact on companies and the marketplace. Submit comments to his attention by writing to Business Editor John Vass Jr., Chattanooga Times Free Press, P.O. Box 1447, Chattanooga, TN 37401-1447, or by e-mailing him at business@timesfreepress.com

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