The Beermat Entrepreneur was published. While maintaining the basic outlines of the 'Beermat' model of business growth, the model has been finessed. In the original book, a five-way equity split between entrepreneur and cornerstones was suggested, but this has been changed. The role of the entrepreneur's supporting 'foil' is discussed. The material on business ethics is expanded. Experiences of entrepreneurs who used the original model (or parts of it) are included, and the marketing section has been updated to discuss social media. Mike is Entrepreneur in Residence at Cass Business School, where he and Chris West teach 'Introduction to Entrpeneurship' and 'Marketing Strategy' to undergraduates in Business Management. Mike's alter ego is Mike Fab-Gere, a 60s and 70s rock star. The band was started in 1991 and for many years was the top draw on the college circuit, then toured No. 1 theatres and still undertakes corporate events. Band members have included musicians from Deep Purple, Iron Maiden and The Zombies. He was also previously the front man and singer for The Oxcentrics, a Dixieland jazz band based in Oxford, in which Chris West also played on drums. Books The Beermat Entrepreneur: Turn a Good Idea into a Great Business, Mike Southon and Chris West. Prentice Hall, 2002. . Also 2005, . The Beermat Entrepreneur – Live, Mike Southon and Chris West. Financial Times / Prentice Hall, 2002. . (Audio CD.) The Boardroom Entrepreneur, Mike Southon and Chris West. Random House Business Books, 2005. . Sales on a Beermat, Mike Southon and Chris West. Random House Business Books, 2005. . Finance on a Beermat, Mike Southon and Chris West. Random House Business Books, 2006. . This is How Yoodoo it: Great Advice from Some of the UK's Top Thinkers on Entrepreneurship, Mike Southon. Ecademy Press, 2010. . The Beermat Entrepreneur: Turn a Good Idea into a Great Business Third Edition, Mike Southon and Chris West. Pearson Education, 2018. . References External links Mike Southon website Mike Southon on Twitter Year of birth missing (living people) Living people People educated at Wellington College, Berkshire Alumni of Imperial College London Alumni of the University of Bradford English businesspeople British non-fiction writers Academics of London South Bank University People educated at Papplewick School British male writers Oxcentrics members Male non-fiction writers