Feature | starting business #3

Five Keys To Starting Your Own Business | Key #3: Take Time To Plan


This is the next post in my series on the “Five Keys To Starting Your Own Business”. So far, I’ve shared the first two keys:

Key #1 – Get Over Your Fears

Key #2 – Understand Your Business

Now it’s time to figure key #3. Why is it important to take time to plan.

Key # 3 – Take Time To Plan

OK this is the unsexy part and it’s quite a long post but hang in there.

Every business book, start-up website, guru, university lecturer and advisor will tell you that you need to do some planning and I agree with them but it needn’t be a huge time-consuming, expensive process.

Here are the main things to think about:

planning | starting-business-3

Legalities and Business Structure

Before you start trading and even before you decide on a name or purchase a website, there are a few basics you need to have in place.

The first thing is to decide on the structure of your business.  Each country has a different framework so you need to check what applies in the country you’ll be trading.

Government agencies such as the ATO and Small Business websites also provide a lot of useful information.

A good Bookkeeper or Accountant will be able to help you work out the structure that’s best for your business and get you set up with things like ABNs, GST registration and good record-keeping processes.


Business Name and Licences

The name you are going to call your business is a big decision for many of us and as more and more small businesses are created, finding a name that is unique and helps you stand out is getting more difficult – particularly if you want to get the domain name as well.

There are three ways to name a business:

  1. Your Own Name or combination of names if a Partnership.
  2. Description of What You Do – e.g.  Glossy Hair Salon, Elite Coaching Services, Transforme – The Kickstart Business
  3. Made Up Name – or just a word e.g  Apple, Google

Once you’ve come up with a catchy name, you need to check that it’s available for use, i.e.  not already registered.  You can do this online using the Australian Business Register.

You may also want to check for any registered trademarks with IP Australia.  Finally, if you want your domain name in the same name as your business name, then make sure that it’s available by searching for it on one of the many domain name registration sites.

Depending on the type of business, you’re in, you may need to obtain a Business Licence.

Did You Know? In Australia, if you are setting up an online business, trading only online, and earning <$75k p.a., then you don’t need to register a business name, register for GST or have an ABN?  You must however, pay income tax.


Business Model

You then need to think about which business model is best for your business? Let me explain the term business model. To make it simple, I think of it as how you make money – who is going to pay you, for what, why are how?

The key to starting your own business, is to think about the business model that is best for you.  Here are some examples:

  • Membership or subscription model where people pay you for a set amount each month for access to information/products / services
  • Direct sales model where you sell products or services business to business (B2B) or business to consumer (B2C)
  • Selling via a community – think Multi-Level Marketing (MLM) and party plans
  • Paid advertising – offline such as in magazines or newspapers or online using Google AdSense for example
  • Affiliate Marketing – earning a commission by selling other people’s products or services.

There are lots of options to explore and you may combine a few different ones – for example, direct sales via a website that also has a monthly membership program.

Recommended Reading: If you are interested in exploring different business models, I highly recommend “Business Model Generation” by  Alexander Osterwalder & Yves Pigneur. Also available as an iPad App!  You can download a template for capturing your business model on one page.



Now it’s time to start thinking about the money. How much will it cost you to set-up your business, produce your product, promote your services, pay staff (eventually), pay yourself (eventually, hopefully).

Once you’ve added up all the costs, you need to think about the funding. How will you pay for all of this? Do you have enough savings? Can you borrow from the bank?  Do you need an investor?  Will you get a business partner to contribute funds?  How much will you charge for your product/services?  How long will it take you to receive payment?

In the first key to starting your own business – getting over your fears – I talked about getting your finances sorted out. I want to make it clear that I was talking about your Personal Finances – what it takes to run your life. What I’m talking about here are your Business Finances – what it takes to run your business. That is a distinction worth making so that you don’t end up bankrupt.

I am not a numbers person, but I’ve learned the basics and when you’re starting out, it doesn’t need to be too sophisticated. You can get a clear picture with just a simple spreadsheet with a few linked worksheets.   As you grow, you will probably want to work with a Bookkeeper, Accountant and probably invest in a system such as XeroSaasu, Freshbooks or similar.


Business Plan

The final part to Key #3 is pulling it all together into a Business Plan which is a living document that sets out, in one place, your plan for making your business happen. This is not a tome that sits on a shelf but a document that excites you and helps bring you back on track. It is a business tool that helps you realise your goals.

Your Business Plan doesn’t have to follow a set format or template but you should make sure you cover the following:

  • Background Information about the business and the owners
  • Company Purpose sometimes called vision or mission
  • Products / Services description and pricing
  • Market Analysis including industry, competition, customers, positioning
  • Operating Plan covering structure, goals & objectives, timing, management team, risk management
  • Sales & Marketing Plan how products /services will be sold
  • Financials including Budget, Profit & Loss Projection, Balance Sheet Projection

Live Example: If you’d like to see a real example of a Business Plan developed by a start-up business, have a look at this Slideshare presentation by Luk Beautifoods


Common Mistake #3 – Underestimating how long it takes

The common mistake that almost every business owner/entrepreneur will tell you, is that they underestimated how long it would take them to reach their goals and overestimated how much they would make. That ultimately leads to problems with cash-flow – not being able to pay the bills.

There’s a lot to do when you’re running a business and it’s easy to waste time on activities that don’t result in sales.

Taking the time to plan upfront, will help stop you from falling into the trap of wasting time and effort on things that just don’t matter instead of focusing on the things that will make you money.

In the next post in this series  Five Keys to Starting Your Own Business, I’ll be sharing Key #4 – Selling & Marketing

What lessons can you share about planning your business?
Are there any useful tools, templates or resources you use?
How often do you review your Business Plan?  What about your Financials?


Do you need help with starting your own business? Call me and we can discuss how you can effectively start planning.


*Editor’s Note: This post has been updated on August 2020 for accuracy.

  • Sally Foley-Lewis
    Posted at 14:05h, 08 June Reply

    You said it, Suellen…. ‘unsexy’! It’s this bit where I force my eyes to not glaze over as I can appreciate how important these fundamentals are irrespective of how they do not excite me as much as other aspects of my business do!

    Excellent checklist post for Start-ups 🙂

    SFL | Fast Tracks Manager Productivity

    • Suellen Hughes
      Posted at 22:03h, 08 June Reply

      Hi Sally,

      Pleased I’m not alone 😉

      Thanks for dropping by

  • Catherine White
    Posted at 15:35h, 08 June Reply

    Hi Suellen

    The fundamentals are bout as unsexy as when you’re working up a sweat in the gym, but the reward outweighs the investment.

    Cool post sexy Sue

    • Suellen Hughes
      Posted at 22:04h, 08 June Reply

      Hi Catherine,

      I don’t know, I think working up a sweat in the gym is kind of sexy 😉

      You are right though, the reward does outweigh the investment and certainly the cost of not doing it at all!

      Thanks for your comment Divine Miss W

  • Leanne Berry
    Posted at 16:16h, 08 June Reply

    Ahhhhh girls it really is SO SEXY getting all the fundamentals in place – this is where your new business goes from incubation and ideas to being born and nurtured – I get so much satisfaction when helping clients get all this “stuff” into place – its the launching pad to success – get the fundamentals right so you can concentrate on what you love to do 🙂

    Suellen thank you for mentioning http://www.thenumbersgame.com.au in your post – we love helping new business people succeed 🙂


    Maximising Your Business Profits

    • Suellen Hughes
      Posted at 22:06h, 08 June Reply

      Oh Leanne, I wish I could get excited about the numbers like you do.
      Know wonder you’re so good at what you do.
      Thank goodness for people like you 😀

  • Janna Fikh
    Posted at 16:39h, 08 June Reply

    What a great checklist Suellen.

    Despite the abundance of information and guides out there, we all need to learn what works best for us and our business. Unfortunately the terms commonly used in this field are far from ‘sexy’ nor viewed as simple, but if they are explained and re-framed into something we can handle or another format, then I am sure we would be all much better off.

    Many thanks for the mention Suellen,


    • Suellen Hughes
      Posted at 22:06h, 08 June Reply

      Thanks Janna, you’re welcome.

  • Charley
    Posted at 20:20h, 08 June Reply

    I’m so glad I found your blog. I think I better go back and read lessons one and two. I have soooo much to do. Hopefully this long weekend I will finish converting my garden shed into my dedicated work space. Then I can retreat to my hidey hole and start my much needed business plan.
    Was great to meet you at the Microbiz event the other day 🙂

    • Suellen Hughes
      Posted at 22:09h, 08 June Reply

      Hi Charley,

      I’m pleased too! Such a small world. I love social media and the connections it facilitates but nothing like a bit of offline face time as well eh?

      Good luck with the garden shed conversion and the Business Plan. Would love to see your work in progress if you’re game to share it.

      Lovely meeting you at Microbiz event too. Great to be connected.

  • Annabel Candy, Successful Blogging
    Posted at 15:30h, 09 June Reply

    I find the planning part quite sexy actually:) The seeing things through to the end takes concentration though. Guess I like coming up with ideas and am always looking for distractions from actually getting involved in the work of making them happen.

    Boot camp sounds brilliant. When I set my business up 13 years ago I had no idea what I was doing and didn’t bother finding out either. I know I could have got there much quicker with your amazing guidance.

    • Suellen Hughes
      Posted at 18:11h, 09 June Reply

      Oh Annabel, I never imagined a creative soul such as yourself would find planning “quite sexy”!

      Seriously, I do see your point about coming up with ideas and thinking about the future. As for distractions, well at least once you’ve got the plan, you can always use it to bring yourself back on track right?

      The reason I created the Bootcamp was to make it quick and easy for start-ups to cover all the fundamentals in a short period to get them up and running (and productive!) quickly. Thanks for your kind support.

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