THE ENTRERPRENEUR
25 GOLDEN RULES FOR THE GLOBAL BUSINESS MANAGER
BY WILLIAM E. HEINECKE WITH JOUATHAN MARSH
( JOHN WILEY & SONS ASIA PTE LTD. 2005 )

So you want to be a successful entrepreneur? Fed up with taking orders on high, you want to be your own boss, make your own decisions and go head to head with the big boys in the world of business.

Here is the book just for you. It comes from the heart of a man who has seen and done it all in one of the world’s toughest markets. Bill Heinecke started his own business in high school, was a millionaire before he was 21 and now runs a business empire that straddles Southeast Asia.

Heinecke’s world was shaken to its foundations by the Asia crisis that started in his own backyard in 1997 but he emerged stronger than ever. He then triumphed in a bruising battle against the world’s largest fast food company, Tricon. The skills that ensured his survival are revealed here in The Entrepreneur.

American-born and now a naturalized Thai, Heinecke has spent more than 30 years defining his 25 Golden Rules for entrepreneurs. They make compulsive reading for anyone who wants to follow in his footsteps.

Among the compelling new chapters in this revised paperback edition are:
• Heinecke’s strenuous but ultimately successful battle against the world’s largest fast food company
• The amazing success of his new Pizza Restaurant Company
• The valuable lessons learned from September 11
• Heinecke’s grand plans to expand his empire internationally

This is a book for people bursting with energy and ideas. Read on – it may just help you change your job – or even your life.

WILLIAM E. HEINECKE
Chief Executive Officer
The Minor Group, Thailand

William E. Heinecke founded Minor Holdings in 1967 – nearly three decades later it has grown into The Minor Group, spanning more than thirty companies.

Bill Heinecke came to the Kingdom of Thailand in 1963 with his parents. He graduated from the International School of Bangkok; married, and formed his first company, appropriately named “Minor Holdings” in 1967. The Minor Holdings Group has since made significant inverstiments in the marketing, manufacturing, food and property fields, employing more than 12,000 people and grown to become more than US$400 million in sales in 2002

He is also a two-time past president of the American Chamber of Commerce, Thailand; sat on the Prime Minister’s Foreign Investment Advisory Council, and accompanied several official Thailand government missions to America and Europe. He became a nationalized Thai citizen in 1991.

When he’s not overseeing his far-flung marketing, manufacturing, food, property and hotel development activities, he can be found piloting his airplane or indulging in his other passions, scuba diving and racing antique sport cars.

JONATHAN MARSH has worked as a journalist in the UK, Hong Kong, Bangkok, New York and Sydney. Based in Thailand in 1997, he had a front row seat of the economic crisis that started in Bangkok and swept through Asia. He currently edits a personal investment magazine in Hong Kong.

RICHARD NEVILLE, the Chief Financial Officer for the Minor Food Group, contributed material about “The Pizza Wars” for Chapters 21 and 22.