I get it. You’ve got a big idea. You’ve watched the webinars. Your Pinterest board is full of dream business inspo, and you’re ready to dive headfirst into funnels, freebies, email automations and sales pages.
But here’s the thing…
If you don’t lay the foundations first, all the fancy tech in the world won’t save you.
I’ve worked with enough business owners to know this: skipping the business basics might feel like a shortcut – but it’ll cost you way more time, energy, and money in the long run. That’s why my Start Up, Stack Up, Scale UpTM framework begins with the fundamentals. Because they matter. A lot.
So before you build a funnel or schedule your first Instagram post, make sure you’ve got these 5 business basics in place.
1. Time-Blocking (AKA How You Stop Drowning in “Stuff”)
Let’s be honest – starting a business is like spinning 12 plates while someone throws glitter at you shouting “make it go viral!”
Without a structure to your week, things slip. Time-blocking is your secret weapon. You don’t need to plan every second, but you do need to carve out focus time for different parts of your business: content creation, client work, admin, learning, even rest.
What happens when people skip it?
They burn out. They feel like they’re “working all the time” but not getting anywhere. Or worse—they spend 90% of their week tweaking their logo and still haven’t launched.
Try this:
- Block your week into themes: Content Creation, Client Delivery, Admin, CEO Time.
- Use colour codes or emojis in your digital calendar to make it visual (and fun).
- Protect “CEO Time” like it’s Beyoncé tickets. This is where the big-picture thinking happens.
2. Brand Clarity (It’s Not Just Your Colours, Promise)
Your brand isn’t just what your Instagram grid looks like – it’s how people feel when they come across your business. Do they get you? Do they trust you? Do they know what you’re about in 5 seconds flat?
You need to know your values, your vibe, and your voice. Yes, your brand colours and fonts matter (and you’re allowed to enjoy that Canva rabbit hole), but they should come after you’ve nailed the meaning behind the brand.
What happens when people skip it?
They post content that doesn’t land. They attract the wrong people. Or they get stuck in comparison mode because they don’t actually know what makes them different.
Try this:
- Write three words that describe your vibe (mine: friendly, grounded, a bit cheeky).
- List 3–5 values that guide your business decisions.
- Choose brand colours and fonts after you’ve nailed the above—not before.
3. Audience Awareness (Who TF Are You Talking To?)
This one’s huge. If you’re trying to speak to everyone, you’ll connect with no one.
Your content, your offers, your emails -it all needs to speak directly to the person you’re here to help. That means understanding not just their demographics, but their emotions. What are they struggling with? What are they Googling at 2am? What words do they use to describe the problem?
What happens when people skip it?
They spend hours making content that doesn’t convert. They build offers no one buys. They wonder why it feels so hard to show up online.
Try this:
- Create a character profile for your ideal client – name, personality, daily struggles.
- Ask: what’s keeping them stuck? What have they tried before? What do they wish someone would just do for them?
- Steal (lovingly) their actual words from DMs, comments, and reviews. Use that in your content.
4. Offer Clarity (Know What You’re Selling Before You Try to Sell It)
Sounds obvious, right? But you’d be surprised how many business owners don’t have a clear offer – or they have too many, and none of them are solid.
Your offer needs to solve a specific problem, for a specific person, and it should be simple to explain. If you can’t describe it in one sentence, it’s time to refine it.
What happens when people skip it?
They launch too soon. The sales page doesn’t convert. Or they end up trying to sell five things at once, confusing themselves (and everyone else).
Try this:
- Fill in the blanks: I help [who] with [what], so they can [result].
- Test it: Say it out loud. Does it make sense? Is it compelling? Or does it need refining?
- Trim the fluff. No one wants to wade through jargon to figure out how you can help.
5. Messaging (Say It So They Feel It)
Messaging is the bridge between you and your audience. It’s how you show them “I get it – and I can help.”
This means using their language, addressing their fears, and showing up consistently with a clear, relatable message. And no, this doesn’t mean being a copywriter – it just means being you, but with a bit of strategy behind it.
What happens when people skip it?
They come across vague or generic. Their content doesn’t connect. Their emails don’t get opened. It’s like shouting into the void and wondering why no one’s waving back.
Try this:
- Start content with real-life thoughts or feelings your audience has (i.e. “Is it just me, or does this whole online biz thing feel like a techy treasure hunt with no map?”).
- Use more “you” than “I” in your writing.
- Create a “Sticky Notes” file – phrases your audience uses, ideas that made people nod in the comments, questions you get asked. Recycle these into posts.
Final Thoughts: Fast Doesn’t Mean Rushed
Look, I’m not here to slow you down. I love a speedy action taker. But let’s build this thing right the first time, yeah?
Getting these business basics nailed means you can move fast with purpose. So when it’s time to “Stack Up” the tech or “Scale Up” with strategy, you’ll have a business that’s strong, sustainable, and actually works.
And if you ever feel overwhelmed or unsure, just remember: there’s no such thing as a stupid question. You’re allowed to ask. You’re allowed to be new. You’re allowed to start slow so you can grow strong.
Let’s build your business with intention – not chaos.
If you need some hints and tips pop on over to my YouTube Channel!
Shelly Shulman - Online Business and Tech Expert