Starting a business is exciting. You’ve got ideas, motivation, and maybe even a vision of what success looks like. Obviously, you want to get started on your business right away.
But here’s an uncomfortable truth:
Most new business owners waste time and money on the wrong things first.
They jump straight into logos, websites, and social media, and I get it, it makes you feel like you’re making a start, doing something positive towards your end goal and that makes you feel good.
Sometimes they’ve spent months getting all this sorted…
… only to realise later that none of it is bringing in customers.
If that sounds harsh, it’s meant to be helpful. Because there’s a better way to start, a way that doesn’t suck up time energy and/or money for little or no return on that investment.
The Biggest Mistake New Business Owners Make
Most people start like this:
- Have an idea for a business
- Register as self-employed or a limited company
- Get a logo
- Build a website
- Set up Instagram, Facebook, LinkedIn, TikTok
- Post content in all of the places and hope for the best
Then… nothing happens.
No leads. No enquiries. No sales.
Why?
Because they skipped the most important step:
👉 Understanding exactly who their ideal customer is and what problem they solve.
Without that, everything else is just won’t work – it’s really that simple and I make no apologies for being so blunt about it.
I’ve been working with startups and new businesses for around 10 years in total and I’ve helped over 4,000 of them so trust me when I say there are things that help you grow a new business and things that definitely don’t.
Why Branding, Websites & Social Media Often Fail
Let’s break this down so that I can explain myself properly.
- Branding Without Clarity Is Just Decoration
A logo doesn’t attract customers.
It doesn’t communicate your value unless it’s built around a clear message and a well-known brand. McDonalds for instance: we all know what the golden arches are and we also know what they represent – but who knows your logo?
The reason McDonalds is so recognisable is because of their clear idea of who their customers are and their dedication to getting that message out there. You being able to recognise their logo is an accumulation of everything that has gone before it.
If you don’t know:
- Who you’re targeting
- What they care about
- What problem you solve
Then your branding is just… nice-looking noise and your logo won’t mean anything to anyone.
- Websites Don’t Work Unless People Can Find Them
A website is only useful if people are actively visiting it.
That means:
- It needs to be optimised for search (SEO)
- It needs messaging that speaks directly to your ideal customer
- It needs a clear reason for someone to take action
Otherwise it’s just another online brochure that no one reads.
So, I have to ask you, why would you spend money or time on a website that no one knows exists? What exactly are you expecting it to do for you?
A website will not bring you customers unless you’ve paid a fortune for an e-commerce site and even then it may take a while to get going.
- Social Media Without Strategy Is a Time Drain
I often ask what people are doing on social media and they tell me they’re posting this often on that platform. I ask what their plan is for their social media and they look at me with a blank expression.
I ask what they have as a call to action and again they look at me as though I’ve just landed on the planet.
Posting randomly won’t build a business.
If you don’t know:
- Who you’re talking to
- What they want to hear
- Why they should care
- What you want them to do next
- Why you want them to take that next step
Then your content won’t convert into customers.
So, why would you waste weeks setting up social media profiles that no one is following and that won’t bring in leads or enquiries let alone sales?
What You SHOULD Do First (In the Right Order)
If you’re serious about starting a business that actually works, follow this:
- Define Your Ideal Customer
Who are they?
What do they struggle with?
What keeps them up at night?
You need to be so clear that when they see your offer, they think:
“This is exactly for me.”
The more specific you can be the better. For instance, I could say I’m a business mentor but I want to be more specific and aim my services at those who are startup businesses or new to business. This sets me apart from other mentors or business coaches and also means I can target a specific person with specific information.
- Identify the Problem You Solve
People don’t buy products or services.
They buy solutions.
My target audience want to start a business but haven’t been to business school and don’t really know where to start so they do what the first person they come across tells them to do.
If that person is a website designer they will build a website, if they are a social media manager they will set up their social media channels and if that person is a business coach they will be sitting in a chair talking about their ideas to a stranger for an hour a week.
I offer no-nonsense advice based on years of experience working with new business owners and drawing on my own experience of how to do it all wrong and live with that regret knowing I’ve wasted thousands of pounds and years of my time.
Being specific about who I help means I can be much more specific about what I help with and this in turn means people will recognise themselves in my offers.
Be specific:
- What problem do you solve?
- Why does it matter?
- What happens if they don’t fix it?
Get to really know your ideal customer and their problem will be obvious.
- Make a Sale (Before You Build Anything Fancy)
This is where most people hesitate.
But here’s the reality:
If no one will buy it, nothing else matters.
You don’t need a website or fancy branding or social media followers.
You need proof that someone will pay.
But many new business owners put off the “selling “ bit because they aren’t confident, or they don’t know how to sell, or they don’t like selling or some other excuse that they are trying to justify to themselves.
Here’s the shocker!!! Business is selling, so you’d better get good at it and fast!
- Get Feedback
Once you’ve made a sale:
- What did the customer like?
- What didn’t work?
- What would they improve?
This is where your real business starts to take shape s you can use this information to tweak your offer, product, service etc.
This data is invaluable as it is straight from the horse’s mouth – pure gold.
- Share The Good Feedback Everywhere
Testimonials build trust.
Use them:
- On social media
- In conversations
- On your future website
- In networking
Let other people sell for you.
- Get Out There and Talk to People
Many new business owners hide behind their laptop. They don’t understand that these days it’s the real connections and relationships that are built in the real world that help you sell your goods and services.
Online marketing is still good to do, but it should be to back up and reiterate what you do in the real world.
Join local networking groups.
Have real conversations.
Tell people what you do.
This builds:
- Confidence
- Trust
- Opportunities
And most importantly… customers. I tell my clients that conversations = conversions and it is absolutely true.
The Truth Most People Don’t Want to Hear
You might not need:
- A website (yet)
- A logo (yet)
- A full brand identity (yet)
What you do need is to get out there and make a sale. This will help with clarity, direction, and validation.
And that’s exactly what most people skip.
How a Simple 30-Minute Conversation Can Change Everything
This is where I come in.
In just 30 minutes, we can:
- Clarify who your ideal customer really is
- Identify the exact problem you should focus on
- Map out what you should do first (and what to ignore)
- Save you from wasting money on the wrong things
You might not like everything I say.
But it will be honest.
And it will be what you actually need to hear.
Summary: What To Do First When Starting a Business
If you take nothing else from this, follow this order:
- Figure out your ideal customer and the problem you solve
- Make a sale
- Get feedback on your product or service
- Share that feedback everywhere
- Join local networking groups and talk to people
Do this, and you’ll be miles ahead of most new business owners.
Ready to Get Clear on Your Next Steps?
If you’re serious about starting your business the right way…
👉 Book a completely free strategy call.
No fluff.
No sales pressure.
Just clear, honest advice about what to do next.
Because the sooner you get clarity,
the sooner you can start getting customers.