At Your Own Risk Review of <I>Low Risk, High Reward: Starting and Growing a Business with Minimal Risk</I>

Just as there's no such thing as risk-free skiing,there's no such thing as a risk-free business. But veteranentrepreneur Bob Reiss points the way to minimizing, sharing andotherwise managing risk in his new book Low Risk, High Reward:Starting and Growing a Business with Minimal Risk (The FreePress, $27.50, www.simonsaysbusiness.com).Reiss, who launched several multimillion-dollar companies among his14 start-ups, reduces risk to a science in this 288-page manualco-written with Jeffrey L. Cruikshank.

While required reading for cautious entrepreneurs in the earlystages of planning or developing a business, Low Risk, HighReward also provides existing business owners with insight onprotecting what they've achieved and on safely expanding theirbusinesses. Reiss details his own prescription for managing riskand relates success stories of other entrepreneurs while covering abroad spectrum of likely perils business owners will find in suchareas as funding, product development, introducing products anddeciding whether to have an IPO.