In this trailblazing, icono-clastic book, Fred DeLuca, the co-founder and CEO of SUBWAY, draws on his own experience and that of twenty-two other entrepreneurs who start on a shoestring, including the founders of Kinko's, Little Caesar's, Jani-King and AHL Services. How did they transform fledgling start-ups into industry giants? How do penniless visionaries end up millionaires? Sharing their street-smart advice and real-life insights, DeLuca reveals: Where winners get their ideas and where to look for yours; The only two ways to increase profitability; the importance of constantly improving a business; the one thing you must never let happen to you; the essential lessons of being persistent; why you should jump in now and fine-tune later; and more proven, in-the-trenches guidelines - lessons that you can put to work today!