capital reserve may be inadequate to meet our cash flow needs. On the positive side, however, we believe our sales projections are conservative and that we will have little trouble meeting our sales revenue goals. In addition, by starting with relatively modest capital, we will have no large loan payments. Also, we have had several potential investors express an interest in the business. If our working capital reserves are exhausted, but the business demonstrates potential, we should be able to attract investors. (But remember we discovered that, on the basis of the Cash Flow Forecast, Antoinettes business has a fatal flaw (Chapter 7, Section E1) and her entire plan will need reworking from the beginning.)     Finally, there is a slight risk that the population of younger working women in New City will decline. However, we do not expect this to happen. White collar jobs have doubled here in the last decade and it seems reasonable to expect that the population of working women will continue to grow and that we will profit from that expansion. This projection is based on the fact that many well- established firms have located here and more are expected to do so. Nevertheless, if for any reason general industry declines, or a significant number of local companies fail or move overseas, we could face some problems and might have to change our marketing strategy.     C. Personnel Plan     Chances are that youll need some help to run your business. Its hard to overestimate the impact employees have on small businesses. First, your paperwork explodes when you hire the first employee. Many government agencies regulate your relations with your employees, and youll need help if youve never employed anyone before. Your accountant can help with payroll forms, and your local employment development agency can help with other regulations.     Second, how to successfully hire, manage and fire people is a fine art, which this book cant possibly cover. If you have any doubts about your abilities in this area, make sure you get guidance from employment agencies, the local employment development department or a private consultant.     Fortunately there are some basic steps you can take that will increase your chances of making hiring decisions correctly. Many business owners fail to be clear in their own minds about basic details affecting an employee; thats a mistake almost guaranteed to cause trouble.     1. Analyze Your Business Personality     Every business has a personality that customers and suppliers spot right away. Your employees help create that personality in their daily interactions with customers, suppliers and each other. Your job as the business owner is to decide what personality you want your business to have. Once you are clear about your business personality, you can easily look for employees who fit in well. Take out a blank sheet of paper or open a computer file and write a statement of the personality you want your business to have.           Antoinettes Dress Shop: Business Personality     The impression I want my customers to receive is that our store provides the best selection of merchandise in our clothing category. We also provide prices and service that take the worry, regrets and hassle out of shopping. Our employees should be sincerely helpful and dedicated to solving our customers problems. I want them to be very knowledgeable so that our customers consider us as their clothing advisors, in addition to the best store.