How to start a business: A startup playbook for entrepreneurs [template]

How to start a business: A startup playbook for entrepreneurs [template]

Updated: 09/04/25

I was 19, broke, and had no business being in business.

My laptop was secondhand, my savings account had $200, and I was convinced that starting a company required connections I didn't have and money I'd never see. The whole thing felt impossible.

But I learned something important: you don't need a trust fund or an MBA to launch a profitable business. You just need a framework that breaks down the overwhelming process into manageable steps.

This guide covers every step I've discovered you need to start a business, from the paperwork and finances to creating your business plan and growing your business online. I'll walk you through market validation, legal setup, branding basics, and initial growth strategies that generate paying customers.

At the bottom, you'll find a library of the best free tools and resources to start selling and marketing your products and services.

Table of Contents

• What do you need to start a business?
• How to Start a Business
• How to Make a Business Plan
• How to Decide on a Company Name
• How to Choose an Ownership Structure
• How to Register Your Business
• How to Comply With Legal Requirements
• How to Find Funding for Your New Business
• How to Create a Brand Identity for Your New Business
• Tips for Starting a Business
• Resources to Start a Business
• How to Start a Business Online
• Top Tips From Founders and Entrepreneurs

What do you need to start a business?

When I started my first business, I assumed the biggest hurdles would be creative ones: writing copy, designing offers, and getting people excited.

But I quickly realized that before I could even think about selling, I needed a strong foundation. It wasn't glamorous work. It meant paperwork, decisions about structure, and figuring out how to actually be "in business" on paper and in the real world.

Here's what you need to set up to build and run a successful company:

• Business Plan: At first, "business plan" sounded intimidating to me - like something only fancy MBA grads or Shark Tank contestants needed. But it's really just your map that outlines what you're offering, who it's for, how you'll stand out, and how you plan to make money in the short and long term. It's there to keep you focused when shiny new ideas (or panic) try to derail you.
• Business Name: Naming your business is a surprisingly big moment. It's what people will remember, search, and talk about. You want something that feels true to you, is easy to spell, and makes you proud every time you say it out loud or see it on an invoice.
• Business Structure: This is the legal framework you choose, like sole proprietorship, LLC, or corporation. It shapes how you pay taxes, how you're personally protected, and how you can grow later on. Picking the right structure early helps avoid painful (and expensive) headaches down the line.
• Business Registration: Think of this as making your business "real" in the eyes of your state or local government. It's like giving your business its own official identity. Without it, you can't open a business bank account, pay yourself properly, or operate legally.
• Legal Requirements: Beyond registration, different industries and locations have specific licenses or permits you might need. I had to go through city websites, read forums, and call local offices to get this right. It might feel tedious, but it's crucial. Skipping this step can lead to fines or even being forced to close.
• Funding: Funding doesn't have to mean pitching to investors or taking out big loans. In fact, 74% of entrepreneurs today use their personal savings to get started. I personally did side gigs to support my early business expenses. Whether it's savings, a part-time job, small grants, or community funding, know how much you need.
• Branding: Branding defines how your business is seen - its visual identity, voice, and the immediate impression it leaves. Strong branding builds trust before a single conversation, clearly communicates what you stand for, and makes you recognizable.

Without these pieces in place, every budding entrepreneur risks their dream business staying stuck in their head or worse, launching it half-baked and struggling to survive.

That's why I broke down every step in this guide, so you don't have to piece it together alone. And at the bottom, I've rounded up my favorite free tools and templates to help you tackle each part without overspending or getting lost in admin overwhelm.

Having a great business idea is just the start. To turn it into a successful venture, you'll need to refine it and lay the right foundation. Here are a few steps to help you validate and strengthen your idea before launching.

1. Write a business plan.

business plan maps out what you're building and how you'll run it day-to-day. It's tempting to skip this step, especially since 45% of entrepreneurs start because they want to escape the 9-5 grind, and 26% because they feel passionate about an idea. But I learned (the hard way) that winging it often leads to confusion and wasted money.

Don't skimp on this. A business plan forces you to think through challenges before you're in the thick of them.

Here's what I included while creating a business plan:

• My business structure (I chose a sole proprietorship at first, then switched to an LLC as I grew).
• A clear description of my services, including how I package and price different offers.
• A profile of my ideal audience - for me, that was B2B SaaS content managers who needed product-led content.
• A plan for how I'd handle sales and operations, from proposal templates to client onboarding.
• The marketing channels I'd focus on first, in my case, LinkedIn and guest articles.

Source

If you're starting from scratch, HubSpot's business plan templates are a solid place to begin. And if a full plan feels overwhelming, start simpler with a business model canvas (like the one shown above).

Pro tip: A big part of your business plan (especially if you're seeking grants or outside funding) is outlining exactly what you need money for. Be specific - list each expense, why you need it, and how long you'll need support to cover those costs.

Recommended Reading:

• What is a Business Plan? Definition, Tips, and Templates
• How to Build a Detailed Business Plan That Stands Out
• How to Write an Ecommerce Business Plan
• How to Become an Entrepreneur With No Money or Experience
• 70 Small Business Ideas for Anyone Who Wants to Run Their Own Business

Featured Resource: Free Business Plan Template

Grab your free business plan template here.

2. Choose a business name.

Your business name is a big part of your identity. It's what you'll put on legal documents, invoices, and your business plan if you decide to share it with potential investors or partners.

But you don't have to stress about locking in the "perfect" name right away. For example, I operate under my personal name publicly, but I also have an LLC registered as 13479579 Canada Inc.

Choosing a numbered name gave me flexibility. It means I'm not tied down to a single brand name forever, and I can experiment, pivot, or rebrand later without the headache of legal changes.

Pro tip: I still asked trusted friends and family for feedback when brainstorming public-facing names. Even if your legal name is more generic, your brand name can (and should) resonate with the people you want to reach.

Recommended Reading

• How to Come Up With a Brand Name
• 300+ Business Name Ideas to Inspire You

3. Choose an ownership structure.

Your business's legal structure affects everything from how much tax you pay to how much personal risk you carry. The most common options are sole proprietorship, partnership, limited liability company (LLC), and corporation.

When I first started, I operated as a sole proprietor because it was simple and quick. But as my business grew, I switched to an LLC.

Why? An LLC protects my personal assets if something goes wrong, like a lawsuit or unexpected debt, and gives me more credibility when working with larger clients. It also offers more flexibility with taxes compared to a corporation.

Pro tip: Definitely talk to an accountant or lawyer when deciding on your structure. It's one of those decisions that can save you a ton of stress (and money) down the road if you get it right from the start.

Recommended Reading

• Sole Proprietorship 101: The Easy Guide to Setting One Up
• What's an LLP? Limited Liability Partnerships Explained in Under 5 Minutes

4. Register your business.

Once you've decided on your structure, make your business official. Registering your business ensures you're operating legally and gives you access to things like a business bank account and certain tax benefits.

When I set up my LLC, the process felt intimidating at first, but there are services (like ZenBusiness) that make it easier by walking you through each step, whether you're forming an LLC, a corporation, or something else.

Don't let this step scare you. Once it's done, you'll feel a huge sense of relief and your business will officially have its own identity.

Pro tip: I've noticed that when clients see "LLC" or "Inc." next to your name, it signals professionalism and legitimacy. It tells them you're serious and that you've taken the right legal steps, which builds instant trust.

Recommended Reading

• How to Register a Business Name
• How to Register Your Website's Domain (For Free)

5. Review and comply with legal requirements.

Beyond choosing a structure and registering your business, you'll likely need to meet other legal requirements to operate safely and legitimately. This usually means getting any necessary licenses and permits, which can vary a lot depending on what you do.

Since I'm in Canada, I had to make sure I was complying with both provincial (Ontario) and federal laws. For example, certain industries require provincial licenses (like trades or food services), while federal registration might be needed if you operate across multiple provinces or deal with trademarks.

When I started, this step felt overwhelming, but it was worth it to avoid fines or unexpected shutdowns later.

Pro tip: This is a great moment to invest in an hour with a lawyer. Having someone review your business plan and check that you're set up correctly in your province can save you a ton of headaches and unexpected costs down the line.

Recommended Reading

• 5 Things Every Marketer Should Know About Compliance

6. Apply for funding.

When I started, I bootstrapped everything, just like 74% of entrepreneurs today who use personal savings to get off the ground. For some businesses, that might be enough, but if your idea requires bigger investments (like manufacturing, equipment, or a team), you'll need more substantial funding.

Accessing funding isn't always easy. In fact, 36% of entrepreneurs in the startup phase say it's one of their biggest challenges. If you know you'll need outside capital, it's important to get your business plan and financial projections ready early. Banks, grant committees, and even family or friends will want to know exactly how you plan to use the money and how you'll pay it back (or turn it into growth).

One thing that helped me early on was working from home. I set up in a spare room, and I was able to take advantage of tax breaks for my home office - a huge cost saver in that first year. Before you rush into signing a lease for a shiny office space, consider if you can run things from home (even temporarily) and keep your overhead low.

Pro tip: Even if you're going small, think big when planning your funding needs. Running out of cash too soon is one of the most common reasons businesses close.

Recommended Reading

• 37 Funding Resources for Black-Owned Businesses

7. Create a brand identity.

Once you've tackled the legal and structural pieces, focus on how your business feels to the world. Your brand identity is the overall vibe and experience people get when they interact with you.

Here are a few key elements I focused on when building my brand identity:

• Brand strategy (your purpose, mission, values, and target audience)
• Brand personality and voice (how you sound and come across)
• Logo (even a simple wordmark can work at first)
• Color palette (mine: pastel purple, blue, and pink)
• Typography (I use the Karla family)
• Graphic elements and style (icons, illustrations, photo style)
• Brand experience (how people feel at every touchpoint)

When all these pieces work together, they create a consistent and memorable impression, so people recognize you immediately and feel like they already know you.

Pro tip: Before you lock everything in, make sure you've positioned your business exactly how you want it to be perceived in the market. You can use this free guide on brand positioning to clarify your direction before finalizing the visuals.

Recommended Reading

• What is Branding?
• Brand Identity: How to Develop a Unique & Memorable Brand
• Brand Strategy 101: 7 Important Elements of a Company Branding Plan
• 21 Brand Style Guide Examples of Visual Inspiration
• Everything You Need to Know About Brand Experience

As you can probably tell, starting a business involves a lot of moving parts - some way more fun than others.

Brainstorming names? Always exciting.

Sorting out taxes and legal paperwork? Definitely less thrilling.

What helped me was breaking everything down into small, manageable steps, staying organized, and tracking what needed my attention (and when). From registering with the government to building your brand to making smart financial calls, each step plays a role in setting up a business that's actually profitable.

Now that we've covered the big picture, let's break down each step in detail so you can move forward with clarity (and a little less overwhelm).

Having a solid business plan has saved me more times than I can count especially when unexpected challenges pop up (which they always do). But before we explore how to write one, let's clarify something important:

What is a business plan, really?

A business plan is a living, working document that maps out all the core details of your business.

It usually covers things like:

• What your business will sell.
• How it will be structured.
• What the market looks like.
• How you plan to sell your product or service.
• What funding you'll need.
• Your financial projections.
• Which permits, leases, and other documentation will be required.

Source

At its core, a business plan helps you figure out - honestly - whether your idea is really worth pursuing. It forces you to step back, see the big picture, and spot problems years ahead (before you get buried in day-to-day details).

I like to think of it as a safety net and a confidence booster rolled into one.

Below, I'll walk you through the key elements that make up a strong business plan template. I'll break down what goes into each section, share some example pieces from my own journey, and give you a few tips to make writing it feel a lot less intimidating.

1. Use a business plan template.

Get HubSpot's Free Business Plan Templates

Before you begin writing, grab a business plan template. It provides a clear outline and eliminates a lot of guesswork from the process.

Here's how I like to break it down:

Step 1: Company Overview

• Create a simple, clean cover page (even if it's just for yourself).
• Write a short description of what your business does and why it exists.
• Outline your main product or service and how it solves a real problem.
• Share how your business is organized (team structure, roles, etc.).
• Create your mission statement - one sentence that captures your "why."

Step 2: Audience

• Define your target audience or buyer personas.
• Do your research (surveys, interviews, online communities) to understand them.
• Describe who wants your offer, why they care, and what problem you help them solve.

Step 3: Products and Services

• Go into detail about each product or service.
• Explain your pricing model clearly.
• Highlight any advantages you have over competitors - even small ones count.

Step 4: Marketing Plan

• Write out how you'll market and sell your product or service.
• Map out your growth strategy (e.g., partnerships, new channels, organic content).
• Set realistic targets for your marketing and sales activities so you have something to measure against.

Step 5: Legal Structure

• Decide on your legal structure (LLC, sole proprietorship, etc.).
• List any extra legal considerations (permits, licenses, health codes, regional laws).

Step 6: Financial Projections

• Forecast your expenses and income (even if they're just rough estimates for now).
• Set short-term financial goals (e.g., break even in year one).
• Sketch out longer-term goals so you have a north star.

Pro tip: Keep your early supporters and anyone invested in your business in the loop as you build this plan. Fresh eyes often catch gaps or bring ideas you might miss when you're too close to it.

2. Narrow down what makes you different.

Before jumping into writing your business plan, get clear on what makes your business unique.

For example, if you're starting an athletic clothing line, you'd want to figure out how your brand stands apart from the hundreds of others out there. Are you making clothes for a niche sport? Using eco-friendly materials? Donating profits?

When I started offering content strategy services, I had to figure this out too. My differentiator? I specialize in product-led, SEO-informed content for B2B SaaS brands. I also help teams extract insights from their own subject matter experts and turn them into standout thought leadership. This approach means my clients get content that connects directly to their product and drives measurable growth.

A few big questions I asked myself (and you can adapt to your own business):

• What makes my service or product different from the rest?
• Who exactly am I creating it for?
• What specific problems am I solving better than anyone else?
• Am I adding extra value (e.g., strategy, hands-on guidance, or unique frameworks)?

Knowing where your brand fits in the market makes it easier to reach the right audience and turn awareness into revenue.

Pro tip: Remember, you're selling the total package: the value, the experience, and the transformation you help deliver. Getting super clear on this upfront will make the rest of your business plan (and your marketing) so much easier.

3. Keep it short.

Business plans used to be long, dense documents that felt more like textbooks than actual plans. These days, they're much more concise and to the point - and that's a good thing.

When I wrote mine, I was tempted to include every detail: all my market research data, the full list of content packages I offer, even mockups of future website pages. But I realized that's not what a business plan is for.

You still need to know all those details for yourself, but keep them in a separate doc or a deeper strategy file. Your business plan should focus on the essentials: the "meat and potatoes" of what you're building, who it's for, and how you'll make it work. It should be easy to skim at a glance.

Pro tip: If someone who doesn't know anything about your service can pick up your plan and grasp the big picture right away, you're on the right track.

Source

Now that we've covered the first foundational steps, it's time to actually build your business plan. Let's take a look.

4. Write an executive summary.

Think of your executive summary as your business's elevator pitch - but on paper. It's a high-level snapshot that gives people a clear idea of what you're building before they dig into all the details.

I like to write mine last. Once all the other pieces are fleshed out, it's easier to pull out the big takeaways and see what matters.

Your executive summary should be about a page long (short and sweet), and cover:

• Overview. What exactly is your business? Where are you based? What are you selling, and who are you selling it to? For example, mine might say: "I run a B2B content strategy consultancy based in Canada, helping SaaS brands create product-led content that drives growth and builds authority."
• Company profile. What's your business structure? Who owns it? What experience or skills do you (and any future hires) bring to the table? In my case, I talk about my 10+ years of experience working with SaaS brands like Zapier and HubSpot, and the fact that I operate as an LLC for flexibility and legal protection.
• Products or services. What exactly are you offering? Keep this high-level. I might say: "I offer content strategy audits, SEO-informed editorial planning, and thought leadership content production packages."
• The market. What did you learn from researching your target audience? Why is there a need for your product or service? For example: "There's a growing demand for strategic, product-led content as SaaS companies prioritize organic growth channels and founder-led storytelling."
• Financial considerations. How do you plan to fund the business? What are your basic projections? I might mention that I started with personal savings (like 74% of entrepreneurs), kept overhead low by working from home, and focused on retainer-based revenue for predictability.

Pro tip: Aim for clarity, not fluff. If someone who has no context at all can read your executive summary and immediately "get it," you're on the right track.

Featured Resource: Executive Summary Template

Download the Free Executive Summary Template

This section is where you lay out who you are and how your business works day to day.

When I put together mine, I focused on keeping it clear and grounded. Here's what I included:

• What my company does. In my case: I help B2B SaaS brands create product-led, SEO-informed content that supports sales and positions founders as thought leaders.
• Mission statement. Mine is simple: Help brands tell stories that are as strategic as they are human.
• Business structure and owner. I shared that I operate as an LLC under 13479579 Canada Inc. for flexibility and legal protection, and that I'm the sole owner and primary strategist behind all client work.
• Location. I work remotely from Canada, which lets me support clients globally without unnecessary overhead.
• Marketplace needs. Many SaaS companies struggle to translate product expertise into content that connects and converts - they either go too fluffy or too technical.
• How my services meet those needs. My work combines deep product understanding with a clear, approachable style, helping brands create content that resonates with real buyers and builds long-term trust.

Pro tip: When I wrote this section, I reflected on the customer service touches I was already naturally providing like regular strategy calls and proactive content suggestions. I realized these weren't just "extras" but core parts of my business model and brand promise.

If you do the same, it helps you define what sets your experience apart and build it right into your foundation from day one.

6. Analyze your market's conditions.

One of the first questions I asked myself was: Is there really a need for this? The market decides whether an idea sticks.

I knew my audience wasn't just "any company that wants content." That's too broad and sets you up to blend in. I focused on B2B SaaS companies with strong internal expertise but who struggled to turn that knowledge into clear, authoritative content - especially when it came to updating outdated thought leadership.

I noticed a trend: as AI tools made content faster, many companies ended up with surface-level articles while deep insights sat unused in old blog posts, reports, and webinars. I stepped in to help brands extract this expertise, refresh existing pieces, and turn them into assets that build trust and influence.

I researched which SaaS companies were investing in this approach, what types of refreshes they prioritized, and what gaps existed. Then I analyzed competitors: who else offered this? Were they truly weaving in founder or SME expertise, or just repackaging SEO posts?

Pro tip: When analyzing competitors, don't just look at services. Find out where they excel, where they fall short, and how your unique approach - like deeply integrating SME insights - sets you apart.

Featured Resource: Market Analysis Templates

Download 10 Free Competitive Analysis Templates

7. Explain your product and/or service.

This is where you clearly lay out what you're selling and why it matters. If you can't easily explain how you help your customers, that's a sign to rethink the idea.

I start by describing the problem: many B2B SaaS brands have expert insights trapped in old content or stuck in founders' heads.

My solution? I refresh and reframe that knowledge into strategic thought leadership pieces that feel new, relevant, and directly support growth.

Then, I look at the competition: while many content agencies focus on volume, I focus on quality, relevance, and helping brands sound like trusted industry leaders.

8. Outline all operations and management roles.

This section explains how your business is structured and who does what even if you're solo now.

Right now, I handle everything from strategy to execution myself. As I grow, I plan to bring on a content editor to support quality control and a virtual assistant to help with admin and research.

If you already have a team, include short bios highlighting their experience and why they're a fit. If not, outline the roles you'll need and what each person will be responsible for.

Pro tip: Create job description templates early on - they'll help keep responsibilities clear and make hiring smoother when the time comes.

9. Design a marketing and sales strategy.

This section is all about how you'll reach your audience and turn interest into revenue. By now, you should have your market analysis and buyer personas dialed in.

On the marketing side, I focused on a few core questions:

• How will I break into and grow in the market?
• Which channels will I prioritize?
• How will I communicate and build real trust with my audience?

For me, LinkedIn is my main stage. I share thought leadership, connect with decision-makers, and nurture relationships. My lead generation is mostly automated through Dripify, which consistently feeds me new conversations without demanding all my time.

On the sales side, I keep it lean and personal: direct outreach, tailored proposals, and focused discovery calls. Because my services are strategy-heavy and higher ticket, I don't need a massive volume of calls - just a few high-quality ones each month.

Cover answers to questions like:

• What's your sales strategy?
• What will your sales team look like, and how do you plan to grow it over time?
• How do you plan to scale for growth?
• How many sales calls will you need to make to make a sale?
• What's the average price per sale and your overall pricing strategy?

When setting your pricing, think about the true value you're offering and what makes your solution worth it to your target clients.

Pro tip: As Samar Owais, Founder of Emails Done Right, puts it: "Never stop marketing. You don't have to use every strategy, tactic, or medium out there - but you do have to market consistently. Pick 1-3 things that work and don't stop doing them even when you're over capacity."

I've found that to be absolutely true. Even when you're booked solid, that steady marketing is what keeps your pipeline strong for the long haul.

Featured Resource: Marketing & Sales Alignment Template

Download the Free Marketing & Sales SLA Template

10. Detail a financial plan with business costs, funding, and revenue projections.

This is where you get brutally honest with yourself (and any potential investors) about money. Outline your financial model, including startup costs, ongoing expenses, and revenue projections.

For me, startup costs were fairly lean: a laptop, software subscriptions, branding assets, and some basic home office upgrades. If you're running a service-based business like mine, you might not need a physical office right away - which helps keep costs down.

Be conservative in your estimates. It's much better to overestimate and have a buffer than run out of cash too early. According to The Hustle's 2024 report:

• 42% of businesses become profitable by year two.
• 21% hit profitability between years two and five.
• 2% took over 10 years, and 8% still aren't profitable.

Once you list your costs, justify them with financial projections and clear revenue goals. This step is crucial if you're seeking funding since your model needs to be watertight to earn investor trust.

Pro tip: Check out this article on ways to cut business costs and see what might apply to your plan.

11. Summarize the above with an appendix.

An appendix isn't required, but it's handy. You can include your resume, your co-founder's resume (if you have one), permits, leases, and any other legal or supporting documents here. It keeps your main plan clean while still providing all the extra details for those who want them.

12. Review section examples for inspiration.

Before finalizing, it helps to look at a few sample business plans to see how others have structured theirs. One example I find helpful is this one from Upmetrics that's specifically geared toward solopreneurs and small businesses.

Source

Check out more business plan examples here.

Pro tip: Once you've finished your business plan, you'll have a much clearer sense of your business's strengths, weaknesses, opportunities, and threats. From there, you can strategically choose a name that truly reflects what you offer which is why naming usually comes after the plan is done.

How to Decide on a Company Name

Naming your business isn't just making a list and picking what sounds cute - especially if you aren't using your own name. If you choose a separate name, you'll need to register it with your provincial or state authorities so you're legally recognized.

Here's how I approached it (and how you can too):

1. Brainstorm business name ideas.

Start simple. If you're local, a city or landmark-based name can help with local SEO (like "Toronto Content Studio"). But if you're building a brand with long-term growth in mind, consider a name that's unique, short, and easy to remember.

As I mentioned, I operate publicly under my personal name because it builds trust and credibility, but my official legal entity is 13479579 Canada Inc. - a numbered name that gives me flexibility to evolve or rebrand later without legal headaches.

Source

While you probably don't want to make your final decision based on something a random business name generator comes up with, like this one from Canva, they can be great brainstorming tools.

2. Conduct a trademark search.

Before settling on a name, I ran a trademark search to make sure no one else was using it or anything close to it. Even if a name feels unique, there's always a chance someone, somewhere, has claimed it.

Source

A trademark owner can sue you if you use a name that's too similar to theirs, even unintentionally. I wanted to avoid that stress (and legal costs) down the line, so I took this step seriously.

Pro tip: When you do your search, look beyond just exact matches. Check for similar-sounding names or slight variations - it's better to be safe now than scramble for a new name after you've already built momentum.

3. Make sure the name you want is available in your state.

I'm based in Canada, so I had to make sure my chosen name was available both federally and provincially. Business names are registered regionally, and it's possible another business in a different province or state might have the same or a similar name.

When I checked, I learned that even if there isn't a direct trademark conflict, your provincial or state registry might reject your application if the name is too close to an existing one. It felt tedious, but doing it properly meant I wouldn't have to rebrand later which can get messy and expensive.

4. Make sure the domain name is available online.

I can't emphasize this enough: your website domain is just as important as your business name today. When I found a name I liked, I immediately checked if the.com (or.ca) domain was available.

A long or awkward domain (like "best-content-consultant-2024.com") isn't memorable and makes it harder for people to find or recommend you. I wanted something clean and easy to say out loud - the kind you don't have to spell letter by letter over the phone.

Check domain name registrars for availability early on. There's nothing worse than coming up with a great business name, only to find out the clean domain is taken and having to settle for something like "businessname-1.com," "business-name.com," or "therealbusinessname.com."

While these can work, it's always best to stick to "businessname.com" (or your country's extension) for readability and memorability.

In my case, I decided to register my domain under my own name. It felt simple, authentic, and it allowed me to build a personal brand that felt true to me. I bought it directly from GoDaddy years before I even fully launched, just to make sure no one else could grab it first.

Pro tip: Once I secured my domain, I felt a huge sense of relief. Even though I wasn't building my website right away, owning the domain gave me the freedom to launch when I was ready, without the panic of finding it taken later.

6. File for a trademark if you've chosen an original name.

Once you've chosen a strong, original name, consider registering a trademark for extra protection. It's not required, but it gives you the exclusive right to use that name for your type of business.

A trademark protects words, names, symbols, and logos that distinguish goods and services. Filing for a trademark costs less than $300, and you can learn how to do it here.

When I thought about long-term growth and possibly expanding into new service areas, I realized that trademarking would give me peace of mind. It meant no one could ride on my reputation later, and it protected all the brand equity I planned to build.

7. Register your business name (optional).

Because I operate as an LLC, my legal name was registered automatically when I set up my business. But if you're using a different public-facing name or operating as a sole proprietor, you'll need to register a "Doing Business As" (DBA) name. Learn how to do that here.

There are rules for naming a corporation and LLC, which you can read about here.

When I explored this step, I realized having a numbered company gave me flexibility - I could publicly operate under my personal name, or introduce a new brand name later without major legal changes.

Pro tip: If this part feels confusing, that's completely normal. Business structure and naming rules can feel like a maze, but taking it one step at a time (and getting advice from a lawyer or accountant if needed) can make it a lot simpler.

How to Choose an Ownership Structure

Choosing an ownership structure (also called your legal structure or business entity) is a foundational step when starting your business. It affects everything: taxes, liability, funding, and even how seriously clients and partners take you.

I spent a lot of time digging into this before deciding on an LLC, and here's a breakdown of what I learned.

1. Sole Proprietorship

A sole proprietorship is the simplest structure. You and your business are legally the same. You can operate under your own name or register a "Doing Business As" (DBA) name if you want something branded.

Example: A freelance designer working alone without formal incorporation.

Pros

• Easy and inexpensive to set up.
• Complete control over decisions.
• Simple tax setup - your business income and expenses flow through your personal tax return.

Cons

• You're personally liable for all debts and legal issues.
• Harder to get funding or investors.

Taxes: All profits are reported on your personal tax return and taxed at your individual rate. You also pay self-employment (payroll) taxes on income.

Personal note: I almost started this way early on. It felt easy, but the personal liability risk didn't sit well with me as I took on larger clients.

2. Partnership

A partnership is when two or more people co-own a business and share profits and responsibilities.

Example: Two content strategists teaming up to create an agency.

Pros

• Simple to set up.
• Ability to pool skills, networks, and resources.

Cons

• Shared liability for business debts and each other's actions.
• Potential for conflicts if roles aren't clearly defined.

Taxes: Profits pass through to each partner's personal tax return. Each partner pays income tax and self-employment tax on their share.

Personal note: I initially considered this model with a friend, but when they changed paths, I had to pivot. Doing the research ahead of time helped me adjust fast without losing momentum.

3. Limited Liability Company (LLC)

An LLC provides personal liability protection, meaning your personal assets (like your house or car) are generally safe if something goes wrong. It's more flexible than a corporation but offers more structure than a sole proprietorship.

Example: A boutique content strategy consultancy run by one founder with contractors or employees.

Pros

• Personal asset protection.
• Less paperwork and fewer formalities than a corporation.
• Flexible structure and management.

Cons

• Costs more to set up than simpler structures.
• Some investors prefer corporations for tax reasons.

Taxes: Profits "pass through" to your personal tax return (no separate entity tax), so you only pay taxes once at the personal level. You also pay self-employment taxes on income.

Personal note: I chose an LLC (specifically 13479579 Canada Inc.) because I wanted that liability protection as I grew and started working with larger brands. Plus, it positions me more professionally and gives me flexibility for future pivots.

4. Corporation

A corporation is a separate legal entity from its owners and can own assets, enter contracts, and be sued independently.

Example: Well-known brands like Shopify or Microsoft.

Pros

• Strongest personal liability protection.
• Easier to raise money through investors and share offerings.

Cons

• More complex and costly to set up and run.
• Heavier tax and compliance requirements.

Taxes: C corporations pay corporate income tax on profits, and shareholders pay tax again on dividends ("double taxation"). S corporations (U.S. only) pass income through to shareholders to avoid double tax, but they have stricter ownership rules.

Personal note: I didn't choose this route because I wasn't looking for big investment or rapid scaling. But if you're planning to grow fast, take on large investors, or eventually go public, it's worth exploring.

Final Thought

Choosing your structure isn't forever, but it's easier (and cheaper) to get it right from the start.

How to Register Your Business

Once your business plan, name, and structure are sorted, it's time for the less romantic part: paperwork and legal setup.

This is where your business officially comes to life: you'll register with the government, get tax IDs, and secure any necessary licenses or permits. While the details vary depending on where you live, here's a general guide (with a few Canadian notes from my own experience).

Step 1. Choose your state (or province) of registration.

In the U.S., you'll usually register your business in the state where you operate. If you're remote or home-based, some people choose states known for being business-friendly (like Delaware or Wyoming).

In Canada, you decide whether to register provincially (which protects your business name only in your province) or federally (which lets you operate across Canada and offers broader name protection). I went federal since I work with clients all over and wanted flexibility to expand.

Step 2. Register your business name.

In most U.S. states, your business name is automatically registered when you set up your LLC or corporation. If you're a sole proprietor and want to use a name other than your personal name, you'll need to file a "Doing Business As" (DBA) name.

In Canada, this is similar. If you use a brand name instead of your own name, you register it as a trade name or DBA.

Step 3. Get your tax identification number.

In the U.S., you'll need an Employer Identification Number (EIN) from the IRS if you have employees or plan to open a business bank account.

Even if you're solo, getting an EIN can be helpful - it allows you to keep your Social Security Number private when working with clients who need W-9 forms.

In Canada, this is similar to getting a Business Number (BN) from the CRA. I got mine early on to keep my SIN private and make client paperwork smoother.

Pro tip: I found that having this in place early felt like a small but empowering step - even as a one-person business, it made everything feel official and ready for growth.

Step 4. Fulfill other legal requirements.

Depending on your state, city, or type of business, you might also need:

• A business license.
• Specific permits (for example, health permits or seller's permits if you sell physical goods).
• State tax ID numbers or local tax registrations.
• In Canada, GST/HST registration if you expect to earn over $30,000 annually.

I found this step the most intimidating, but once I broke it down by checking local guidelines and talking to an accountant, it turned out to be much more manageable.

Every region has its quirks. Whether you're in the U.S., Canada, or elsewhere, it's worth checking local government websites or booking a quick consultation with a lawyer or accountant. I did one session, and it gave me so much clarity (and peace of mind) that I wasn't missing anything important.

How to Comply With Legal Requirements

Once you've registered your business, there's one last hurdle before you can confidently hang your "open for business" sign: making sure you're fully compliant at the federal, state (or provincial), and sometimes even local level.

This part might feel intimidating, but skipping it can leave you open to fines or, worse, forced closure. Here's how I approached it - and what you should look out for.

1. Get a seller's permit, if needed.

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If you sell physical products, whether as a wholesaler or retailer, most states require a seller's permit. This allows you to collect sales tax from customers and remit it to the state, usually every quarter.

This typically applies to "tangible property" like clothes, furniture, or tools. In some states, even certain service-based businesses might need one.

When I started researching, I realized how easy it is to miss this step if you focus only on your product or service and forget the operational side.

You can register for a seller's permit through your state's Board of Equalization, Sales Tax Commission, or Franchise Tax Board. To help you find the appropriate offices, find your state on this IRS website.

2. Apply for a federal business license, if needed.

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Depending on your industry, you may need a federal business license. For example, if you're operating in transportation, selling alcohol, or running certain financial services, this step is mandatory.

When I first looked into licenses, I was surprised by how specific they can be - even certain consulting businesses in regulated fields might require one.

Check SBA.gov and select your state to see exactly which licenses or permits your business might need.

3. Apply for state licenses.

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States often have additional requirements beyond federal ones. According to Chase Bank, these can include:

• General operating licenses
• Building and renovation permits
• Zoning and land use permits
• Signage permits

When I was preparing my business, I realized some states even have specific licenses just for putting up an exterior sign. It's the kind of detail that's easy to overlook if you're heads-down in branding or marketing, but it's critical to get right.

4. Apply for professional licenses and renew them.

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If you work in a field that requires a professional credential like cosmetology, therapy, law, insurance, real estate, or architecture, you'll need to secure a professional license.

These licenses confirm you're properly trained and compliant with all industry regulations. Don't forget to mark your calendar to renew them regularly - this is one of those tasks that can easily slip through the cracks if you're busy serving clients.

Pro tip: I prioritized getting any potential licenses and registrations sorted before fully launching so I could focus on client work right from day one without scrambling later.

5. Understand small business tax requirements.

Taxes are rarely anyone's favorite topic, but they're essential.

In the U.S.:

• All businesses (except partnerships) file an annual income tax return.
• Partnerships file an information return.
• LLCs and corporations need an Employer Identification Number (EIN). Even if you're a sole proprietor using your SSN, you still owe self-employment tax.

Once you're registered, it's time to figure out which taxes you'll be responsible for. Here are the three types:

Self-Employment Tax (SE Tax)

Self-employment tax refers to a Social Security and Medicare tax for people who work for themselves, i.e., business owners. SE taxes require filing Schedule SE (Form 1040) if your net earnings from self-employment are $400 or more. (Note: There are special rules and exceptions for fishing crew members, notary publics, and more.)

You can learn more here.

Employment Tax

When you have employees, you (as the employer) have certain employment tax responsibilities that you need to pay, as well as forms you need to file. Employment taxes include Social Security and Medicare taxes, federal income tax withholding, and federal unemployment (FUTA) tax.

You can learn more here.

Excise Tax

Excise taxes are also something you need to consider, depending on what you sell, where you operate, and so on. For example, in the U.S., there's a federal excise tax on certain trucks, truck tractors, and buses used on public highways.

You can learn more here.

How to Find Funding for Your New Business

From the moment you sketch your first idea to the day you start turning a consistent profit, you need a way to fund your operation and growth.

Most founders (me included) start out using personal savings or small contributions from friends and family - it's the most common approach because it gives you total control, though it also means taking on all the financial risk yourself.

Many founders need external start-up capital to get their business off the ground. Here's how entrepreneurs in our survey report funding their businesses:

• 74% of use personal funds.
• 19% take out credit card cash advances.
• 18% borrow or get donations from friends and family.
• 27% have business loans (such as SBAs).
• 14% seek funding from investors, private equity firms.
• 4% use crowdfunding.

According to The Hustle's 2024 report, cash flow and lack of access to funding are some of the biggest struggles new entrepreneurs face, often forcing them to get creative about how they finance early growth.

If you're looking beyond personal savings, here are some of the most common ways to fund your business, and my take on each.

1. Seed Financing

If you need a relatively small amount of capital to explore a market opportunity or build an initial prototype, seed financing could be the way to go.

The most popular type is seed-round financing, where someone invests in your business in exchange for preferred stock. This gives investors a safety net and they'll get their money back first (plus potential extras) if your company is sold or liquidated.

Pro tip: Tools like HubSpot's discounted CRM for startups can help you stretch early funding further. Check it out here.

2. Accelerator Programs

Accelerators are highly competitive programs where startups pitch their ideas for a chance at funding, mentorship, and resources.

While they started out focused on Silicon Valley tech companies, accelerators are now available nationwide and across different industries.

Personally, I love how these programs force you to tighten your pitch and clarify your value proposition even if you don't win, the feedback can be worth its weight in gold.

Pro tip: Curious? Here's a list of top U.S. accelerators to start exploring.

3. Small Business Loans

If you have a clear, well-defined plan for using funds, a small business loan can be a great option.

Banks, community development organizations, and microlenders all offer different types of loans from general working capital to equipment and real estate loans.

When I looked into this route, the biggest lesson I learned was to shop around. Rates and terms vary widely, and the right lender will be a true partner,.

Pro tip: Check out SBA.gov's loan programs to learn more.

4. Crowdfunding

Crowdfunding platforms like Kickstarter and Indiegogo let you raise money from supporters without giving away equity. Instead of investors, you're appealing to potential fans or future customers.

You can offer early access, special editions, or exclusive perks in exchange for support.

I've seen firsthand how powerful this can be for creators or product-focused businesses - it not only funds your work but also helps validate demand before you go all in.

Pro tip: Choose your platform wisely. Some focus on equity-based investors, while others are purely donation-based. Learn more about crowdfunding here.

5. Venture Capital Financing

This one's not for everyone - only a small percentage of businesses are a fit for VC funding.

If you can prove massive growth potential and need a large capital injection to scale fast, venture capital might be worth exploring.

VC firms typically invest large sums in exchange for preferred stock and governance rights (like a board seat or veto power on major decisions).

A lot of this path comes down to networking. Being in the right rooms and building relationships with the right investors.

Pro tip: If this is your route, spend serious time growing your network. So much of VC funding depends on trust and connections, more than any pitch deck alone.

How to Create a Brand Identity for Your New Business

When you're starting out, your brand identity is one of the most powerful ways to make your business feel real to you and to your future clients. It's about defining your values, how you communicate, and the emotions you want people to feel when they interact with you.

Here's how I approached building mine and how you can build yours, step by step.

1. Design a logo.

Your logo is often the first visual impression people get of your brand. It should be simple, memorable, and reflect your purpose.

When I designed mine, I chose a straightforward exclamation mark. It feels bold yet approachable, and it symbolizes my commitment to helping clients stand out confidently.

Before you land on a final design, think deeply about your mission and who you serve. Brainstorm words or ideas that represent your business, sketch out concepts, and get feedback from trusted peers or clients.

Pro tip: Tools like Canva's logo maker are a great way to explore different directions before committing.

2. Develop a visual identity.

Your visual identity goes beyond just the logo and includes your overall look and feel, from photography style to graphic elements.

When I was creating mine, I built a mood board to keep everything cohesive and aligned with my brand personality: calm, supportive, and just a little playful. This step helps make sure every touchpoint feels like it belongs to the same story.

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Pro tip: If design isn't your strength, consider hiring a freelance designer to help bring your vision to life in a cohesive, professional way.

3. Create a tagline.

Your tagline should capture the essence of your brand in just a few words. Think of it as your mini mission statement: what you want people to remember, even if they forget everything else.

Keep it short, memorable, and focused on the value you bring. I like to treat taglines as little promises: what do you stand for, and what can people expect when they work with you?

Pro tip: If you feel stuck, a brand copywriter or marketing consultant can help you refine it into something that clicks.

4. Develop your voice and tone.

Your brand voice is how you sound in writing. It shapes your personality and creates an emotional connection.

For me, I wanted to sound approachable, supportive, and a bit playful, so my voice always feels like a friendly guide rather than a rigid consultant.

As brand voice expert Justin Blackman at Brand Voice Academy shares: "Like people, brands contain multitudes. They (and we) have different approaches to different things, and blanket brand voices don't work. They will get you into trouble - and you can't be monotone across every channel about every topic."

Consistency is key, but flexibility allows you to adapt your tone to different contexts without losing authenticity.

5. Create brand guidelines.

Finally, pull all of this together into a set of brand guidelines.

Your guidelines should include:

• Visual rules and mockups: When and how to use your logo, imagery, and other brand elements.
• Channel guidance: How your brand shows up on social, in emails, on your website, and beyond.
• Do's and don'ts: Concrete examples to clarify expectations.
• Concise layout: Summaries and clear sections so people can find what they need quickly.

When I wrapped up mine, I shared them with everyone I collaborate with - designers, writers, and even virtual assistants - to make sure the brand felt unified across every touchpoint.

Pro Tip: A writing style guide is a great place to start when creating brand guidelines. Check out this blog on brand style guide examples.

Tips for Starting a Business

Here are the best tips for becoming successful in your small business niche.

1. Create a customer acquisition strategy.

Once you've handled all the paperwork and set up your business legally, the big question hits: How do you actually acquire customers?

You can't just build it and expect people to come. You need to create buzz even before you're fully ready to deliver. The million-dollar question is: Where do you start?

It all starts with deeply understanding your target customer. You have to ask yourself:

• Who needs what I'm offering?
• Who would get real value from this?
• Who would genuinely be excited to tell a friend about it?
• Who already knows and trusts these people and can refer me?

In my own business, a huge portion of my early clients came from direct referrals and building credibility on LinkedIn. I automated outreach, but the foundation was always real relationships and word-of-mouth trust.

Based on The Hustle's 2024 report, founders rely on a mix of tactics to acquire customers:

• 73% get them through in-person efforts. Of those, 61% rely on word-of-mouth and 12% on outbound sales like cold calls.
• 47% use search optimization, with 18% coming from their website or ecommerce store and 29% from Google traffic (split between Google My Business and organic search).
• 60% use non-search tactics, with 46% leveraging social media (mostly organic) and smaller shares from general marketing and co-marketing partnerships.

I've found that combining organic thought leadership (like sharing behind-the-scenes stories and lessons learned) with targeted outreach is an unbeatable combo.

2. Narrow down your target customer.

Before you do anything else, get crystal clear on who your target customer is and what they care about. Research, surveys, and even casual conversations can tell you a lot.

Questions I ask myself (and encourage my clients to ask):

• What are their daily frustrations? Maybe they're overwhelmed by content requests from sales, or they're stuck producing thought leadership that feels generic.
• What goals keep them up at night? They're focused on building credibility, driving pipeline, and proving ROI on every piece of content they publish.
• Where do they hang out online? LinkedIn, Slack communities for B2B marketers, and newsletters from people they trust.
• Who do they trust? They look to other content leaders, marketing advisors, and founders who've built successful content programs.
• How do they make buying decisions? They need to see clear, strategic value - not just surface-level writing chops.

Creating buyer personas (even giving them names if that helps) keeps you grounded. I have mine pinned on my wall, so I'm always creating content and offers for them.

Pro Tip: Erin Pennings of CopySnacks says, " While some of my clients find that defining a specific person with a name like Jack or Diane makes it easier to hone in on brand personas, others find it more helpful to have a list of characteristics and statements when it comes to narrowing things down and finding your audience."

3. Build your online presence.

Once you know your audience and have your brand identity set, it's time to get visible.

Your online presence is your storefront even if you don't sell physical products. That includes your website, blog, email list, and social channels.

For me, LinkedIn has been great. By consistently sharing practical insights and personal stories, I've built credibility and a steady inbound pipeline.

If you're not sure where to start, focus on one or two platforms where your audience is most active.

If you want to learn more about these topics, read our beginner's guide to small business marketing here.

4. Generate and nurture leads.

Getting attention is only half the battle. You need a system to turn that attention into paying customers.

Lead generation is about attracting and converting strangers into prospects. If you do it right, you'll have a steady stream of potential clients filling your calendar (even while you sleep).

A simple funnel might look like this:

• Share valuable, relevant content (blogs, videos, LinkedIn posts)
• Offer a free resource or consultation in exchange for an email
• Nurture those contacts with useful follow-ups (case studies, client wins, practical tips)

I use my email list and targeted outreach sequences to keep in touch with people who aren't quite ready to buy yet. Over time, these "quiet" followers often turn into my best clients.

Pro tip: Learn more about lead generation here , and don't forget to try HubSpot's free marketing tools , our free lead generation tool that lets you track your website visitors and leads in a single contact database. And, as your marketing grows more sophisticated, our marketing software gives you a one-stop shop for all of your efforts.

5. Set up your sales infrastructure.

Setting up a solid sales process from the start will save you so much pain later.

The first step? Use a proper CRM, not spreadsheets or sticky notes. A CRM helps you track every interaction, organize deals, and avoid losing potential revenue in the shuffle.

I can't count how many business owners I've seen scramble to find old email threads or client details because they didn't systematize early enough.

There are great CRMs that cater to small businesses. Find one that feels intuitive and supports your sales style.

6. Identify your sales goals.

Sales buzzwords like key performance indicators (KPIs) and return on investment (ROI) sound intimidating, but it comes down to one simple question: What do you need to earn to keep the lights on and grow?

Start by figuring out your revenue goals, then work backward. How many projects or retainer clients do you need? What's your ideal pricing?

For me, I started with a modest revenue goal that felt realistic based on my capacity as a solo writer and strategist. Over time, I refined that as I added new services, like thought leadership refreshes and LinkedIn content strategy.

The point is to create a clear sales plan so you can confidently make decisions, like when to raise prices or say no to misaligned work.

7. Hire a sales rep (when it makes sense).

When you're just getting started, it's tempting to do it all yourself. I did my own outreach and lead nurturing for years, and honestly, it taught me so much about my clients and what they care about.

But if you want to scale beyond what you alone can handle, hiring that first sales hire is a big turning point. Look for someone who's great at building trust and understands your buyer's world inside out, rather than focusing purely on seniority.

Your first hire doesn't need to be a VP-level sales leader. Instead, find someone who can handle the messy early conversations, experiment with outreach, and help shape your future sales playbook. From there, you'll want a plan for building your sales development team.

8. Get more out of your sales activities.

Efficiency is everything when you're small. Create a repeatable sales process, like this 7-step sales process, even if it's just you.

For me, this looked like setting up automated sales tasks LinkedIn outreach, creating email templates for common replies, and using a CRM to track touchpoints.

The more you can automate low-value tasks (like data entry or status updates), the more time you have for actual selling and relationship building.

A solid framework, like this 7-step sales process, gives you structure but still leaves room to adapt as you learn.

9. Keep your customers happy.

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Acquiring new customers is important, but keeping them is what builds a sustainable business.

In my own work, I focus heavily on over-communicating during projects, sending small updates, and sharing value even after a project wraps.

Happy clients become long-term partners, repeat customers, and your best marketing channel through referrals and testimonials.

Invest in a customer success mindset early on. It pays off in every possible way.

10. React quickly to customer issues.

Today, people expect fast, personal responses whether it's an email question, a comment on LinkedIn, or feedback after a workshop.

Pay attention to where your customers engage the most (for me, that's often LinkedIn DMs or direct email). Be ready to meet them there and solve problems quickly.

A good customer service app or even a simple helpdesk tool can help you stay on top of requests without dropping the ball.

11. Keep track of touchpoints with individual customers.

Context is everything.

Track all your client interactions - when they first connected, how they found you, what feedback they gave, and what offers they've engaged with.

When I reach back out to old leads, I always check my notes to mention something specific: "Last time we spoke, you were scaling your content team - is that still a focus?"

It shows you're paying attention and makes every conversation more meaningful.

12. Create feedback loops.

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From day one, ask for feedback.

In my own business, I ask clients what stood out about our process, what could be smoother, and what they'd like to see more of.

As you grow, you'll have less direct exposure to every client. Build a habit early of listening to your customers whether it's through surveys, post-project check-ins, or informal chats.

13. Create an FAQ page on your website.

Make it easy for customers to help themselves.

Start simple: a clear, honest FAQ page covering your most common questions (like turnaround times, pricing ranges, or service scope).

As you scale, consider evolving it into a full knowledge base or resource library that educates and builds trust even before someone books a call.

I've seen firsthand how a thoughtful resource section can reduce repetitive emails and build credibility.

Resources to Start a Business

Here are some helpful resources to help you spread awareness, build your online presence, and get the leads you need for free. In addition, we've listed additional templates and sales tools to help you build an efficient sales engine, reach prospects, and close customers for free.

• The Ultimate Inbound Guide for Startups: A guide that covers how to build an inbound sales and marketing machine, which demand generation activities offer the biggest return on investment and more.
• HubSpot's Free Marketing Tools: A free marketing tool that gives you insight into what every lead does before and after they fill out a form. It includes built-in analytics that make it easy to learn which pages, offers, and traffic sources are driving the most conversions for you.
• HubSpot's Starter Bundle Build for Startups & Small Businesses: A comprehensive suite of tools designed specifically for startups & small business owners. This bundle includes essential features for managing customer relationships, streamlining sales processes, and scaling your business efficiently.
• Website Grader: Enter your website URL and email address, and you'll get a detailed grade on your website's performance, mobile, SEO, and security, along with detailed tips and resources for making impactful improvements on your website.
• Press Release Templates: Downloadable press release templates you can customize, along with a corresponding guide to building a press release and promotion plan.
• Case Study Templates: Downloadable case study templates you can customize, tips on how to find and reach out to candidates, and sample interview questions.
• Content Creation Templates: 100 social media image templates, 8 PowerPoint presentation templates, 50 call-to-action templates, 15 infographic templates, five ebook templates, five blog post templates, and more.
• Email Signature Generator: A free tool that creates a professional email signature you can easily add to your Gmail, Outlook, Apple Mail, Yahoo Mail, or any other email provider.
• Sales Email Templates: A list of email templates that have been used with tremendous success by real companies (including HubSpot).
• Sales Call Scripts: Easy-to-follow sales call scripts that can help you build rapport and develop trust, understand the prospect's pain points, identify key decision-makers, and secure a follow-up meeting.
• iubenda's Terms and Conditions template: Complying with the law also means making your website compliant. Terms and Conditions can be very useful to define the rules of your site and avoid potential problems with your customers, especially when you are dealing with complex activities such as online sales. Thanks to this template, you can draft your Terms and Conditions document, customizing each section and adapting it to your activity.
• Daniel Pink's "Sell Like a Human" Video Series: Monthly video series where Sales Expert Daniel Pink and special guests solve your biggest sales challenges in under 30 minutes.
• Sales Close Rate Industry Benchmarks Tool: Compare your sales close rate against your industry competitors using data from over 8,900 companies segmented by 28 industries.

Additional Resource: Enroll in HubSpot Academy to learn everything you need to know about digital marketing and sales for small businesses. Train your whole team for free!

How to Start a Business Online

Starting a business online isn't quite the same as opening a physical storefront. You get different advantages (like global reach and lower upfront costs), but it also means you have to work extra hard to stand out and earn trust. Here's how I approach it, step by step.

1. Determine your niche and business idea.

Your niche is your focus area: the specific audience and problem you're targeting. Customers today want brands that feel like they "get" them, not generic catch-alls.

When I first started, I wasn't trying to appeal to every business out there. I focused on B2B SaaS content teams struggling to translate founder expertise into clear, strategic content. That focus helped me stand out immediately.

Think deeply about:

• Who exactly you're helping (age, role, goals).
• What big frustration or problem they have that your product or service solves.
• How you'll be different from others in your space.

Pro tip: Matt Hall, founder of Common People , offers the following advice: "You don't have to reinvent the wheel. Focusing on great execution, customer service, and reputation matters more than having the most original idea. There's enough work to go around; it's OK if someone else is already doing something similar."

2. Conduct market research.

You can't skip this. Market research helps you understand whether there's actual demand for what you want to offer in your target market and how others currently solve this problem.

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When I pivoted into thought leadership refresh services, I did informal "market research" simply by talking to content leads and founders on LinkedIn and asked what they were struggling with and what they wished existed.

Check out competitor sites, sign up for their emails, even call them for quotes to see how they position and price themselves.

Your goal: Develop a clear, compelling selling proposition that makes people say, "Yes, this is exactly what I've been looking for."

3. Learn online business laws.

Online businesses might seem less regulated, but there are still rules:

• Do you need a business license?
• Which legal structure (LLC, sole proprietorship, etc.) makes sense?
• Are there any online-specific privacy or data rules (like GDPR)?
• What about sales tax collection if selling across states or countries?

Pro tip: Even though I'm in Canada, I make sure all my client agreements, tax IDs, and privacy policies are clear, especially when serving U.S. clients. Check out this article for more information on starting an online business and navigating online laws.

4. Make sure your business is insured.

Depending on your business type and the risk involved, you may need different kinds of insurance.

For online service providers (like me), professional liability insurance and cyber liability insurance can be important. If you're selling products, look into product liability and property coverage for inventory.

Pro tip: Check out this article on small business insurance.

5. Create a website

Your website is your storefront.

When I created my website, I focused on clarity first: clean navigation, clear services, strong proof (case studies, testimonials), and ways to contact me easily.

Choose a user-friendly website builder or CMS (like HubSpot's free CMS tool) so you aren't stuck waiting on developers for every change.

6. Set up shop.

Add your services or products to your website and make sure your descriptions and visuals truly represent your quality.

Check:

• Are images crisp and optimized?
• Do product/service pages clearly explain value?
• Is your checkout process (or contact process) smooth and intuitive?

Before launching, test everything: links, forms, mobile display, speed. If you take payments online, ensure you're compliant with PCI standards for handling credit card data.

Pro tip: If you take credit card information on your website, you will need to abide by compliance laws that ensure the safety of sensitive data. Read more on credit card compliance.

7. Create a marketing plan.

Once your shop is live, it's time to get it in front of the right people.

You have lots of options:

• Social media: Use hashtags and paid ads to expand your reach.
• Influencer marketing: Send free samples to "celebrities" in your niche.
• Facebook groups: Connect with your target market on this platform.
• Google advertising: Put your products in front of people all over the web.
• Content marketing: Publish blog posts to bring organic traffic to your site.
• Word-of-mouth: Encourage customers to spread the word.
• YouTube videos: Start a channel to showcase your products.

In my case, I leaned heavily on LinkedIn thought leadership and direct outreach. I also invested in SEO so my site could continue to work for me in the background.

Pro tip: Google ads and LinkedIn ads regularly offer discounts or free ad money; consider using these promos to try online advertisements out.

8. Grow your business.

Growth doesn't have to mean constant hustle.

• Deliver value quickly so new visitors see results or insights right away.
• Be transparent - share pricing, process, and even your learnings publicly.
• Keep your site fresh and up to date.
• Make it easy to find you: invest in content and SEO so you're discoverable without paying forever for ads.

Pro tip: Check out this blog on how to become an SEO expert, according to HubSpot's SEO team.

It's important to always keep the machine going. However, I'd offer a caveat - running and growing a business takes a lot of time and effort, so pace yourself and make sure to keep your personal priorities. Work-life balance remains the top challenge for entrepreneurs in the following stages:

• Growth and Expansion (35%)
• Mature and Steady (43%)
• Winding Down (56%)

What's more, it's the number two challenge for people in the start-up stage. I share this not to overwhelm you but to help you understand how important it is to identify what matters most to you.

Pro tip: Anna Hetzel of Strange Birds says, "It's easy to start a business and go from 0-60 … and then stay at full speed until you crash and burn out. If you build into your systems vacation (yes, take vacations), realistic working hours, boundaries with clients and customers, five years from, now you'll thank yourself."

9. Watch your income and expenditures closely.

In your first year, set clear financial milestones.

Ask yourself:

• When do I want to break even?
• How long can I fund this if I'm not profitable yet?
• What expenses can be trimmed if needed?

I kept a tight budget spreadsheet from the start so I could see exactly where money was going (and what was actually bringing in revenue).

Pro tip: Use a free business budget template to monitor your finances.

10. Plan for an exit strategy.

Most of us don't start businesses thinking about an end, but you should.

What happens if you get an acquisition offer? What if you decide to change careers?

Having an exit plan doesn't mean you're not committed, but it means you're prepared.

Some founders want to build and sell quickly. Others want to run things indefinitely or pass them to a family member or a trusted team member later on.

Write down your "what ifs" and keep them in mind as you grow.

Top Tips From Founders and Entrepreneurs

Remember that your network matters.

Erin Pennings of CopySnacks shared that the people she's met were the biggest drivers in her business, but just as clients.

"Building a network is the best thing I ever did. From day one, I worked to talk with people and grow relationships. But while I first looked for conversations with prospective clients and referral partners in ancillary businesses, it was when I started connecting with other people who do what I do that everything changed," says Pennings.

Matt Hall of Common People agreed, saying that many of his best opportunities grew from asking for help from his business heroes, who turned around and referred him to prospects.

"However, attending conferences continues to be one of the best business decisions I've made. I can't tell you how many times I've attended a conference, had a conversation with someone over dinner, and then had them contact me a month later for an opportunity where several times the cost of conference attendance," Hall says.

Success isn't a linear journey.

Samar Owais of Emails Done Right reminds us that because success isn't linear, it's important to celebrate your wins while also preparing for slower times. She adds that the best thing she's done in her business is to "try everything and don't be afraid of failing."

Owais continues, "I applied every piece of business advice I got and discarded the ones that failed equally quickly. Doing so made me realize that best practices aren't always best, and it all depends on my target audience."

Anna Hetzel of Strange Birds agreed with Samar and wants to remind you that everything is an experiment, sharing it's the best thing they've done in their business.

"If something doesn't go as planned, you learned how not to do it, which is just as valuable as knowing HOW to do it. Keep experimenting, stay curious, and you won't have to worry about things like 'innovation.' Because you'll always be innovating," Hetzel says.

These five people are among millions of successful small business owners, so I find it interesting that their best practices fall into just two main categories:

• Connecting with and learning from people
• Experimenting to continue growing

With that in mind, now that you know what it takes to start a business, are you ready to dive in?

Next Steps: Getting Ready to Launch Your Business

I know firsthand that starting (and running) your own business isn't easy. There will be late nights, self-doubt, and more than a few unexpected detours. But with a clear plan and intentional prep, you can build a strong foundation that supports both growth and stability.

Before you launch, take a moment to zoom out and check that everything aligns:

• Do your goals feel true to what you actually want - not just what you think you "should" want?
• Is your plan realistic enough to guide you day-to-day, but flexible enough to adapt?
• Have you lined up the resources (time, money, support) to give this a real shot?

The paperwork, the funding, and the business plan are all important, but they're just tools. The real engine is your willingness to keep showing up, even when it gets hard.

When you're ready, take that first step and then the next.

Editor's note: This post was originally published in August 2019 and has been updated for comprehensiveness.

Topics:

Entrepreneurship

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