Urban Entrepreneur: Food -- (career book, nonfiction), sample page:

​       It’s a Saturday night in Philadelphia. The weather is cool and crisp, a perfect October evening. Everybody is out because there’s just so much to do. Things are jumping all over the city.

       A group of friends are hanging out, having a good time. They’ve been chillin’, listening to music, and playing hoops over at the YMCA. Somebody says he’s hungry. Everybody agrees. Time for a real-deal Philly-style cheesesteak.

       It doesn’t matter that it’s close to midnight. Young people in big cities sometimes get hungry late at night. The city lifestyle is all about working late, playing late, and even eating late. There is obviously a “market” for late-night restaurants and food joints.

       In this case, the word market means a need, or an opportunity. That’s where the entrepreneur comes in. Smart entrepreneurs observe what’s going on around them. They fill a need, and in the process they create the opportunity to make money for themselves.

       So, back to the group of friends. They all know where they’re headed. To south Philly. To the corner of 9th Street and Passyunk Avenue. But wait, hold on. The really important question hasn’t been answered yet: Pat’s or Geno’s?

​       These are the two most famous joints in the city. They are major rivals. Each one claims that it has the most delicious cheesesteak. You haven’t even heard the best part. Check this out: they are located right across the street from each other!