Mistakes to avoid with a startup business

When you are involved with a startup business you can be filled with a mix of new-found confidence and nervous energy as to what lies ahead. The thought of becoming your own boss, instant success and your weekends off does sound really appealing. This passion and enthusiasm can certainly fuel your success if used properly. However, with many start-ups, this energy can lead to impulsive behaviour and rushed decision making which, in time, will lead to the beginning of the end for your startup. At Russell & Co., our experience work with Irish startups will help you avoid the common pitfalls when you’re starting your own business.

Remember, every business decision needs to be thought through fully before any action is taken.

Here are my top five mistakes to avoid when starting a new business:



Have you heard of the old saying “sales for vanity, profit for sanity but cash is reality”? Well, when it comes to running a successful startup no phrase is more accurate or relevant.

Constantly striving to bring in more sales, without looking at the bottom line, and more importantly, your cash reserves, will lead you on the road to no-where, which can be a very short and lonely road. Our objective with our startup clients is to keep them going in the right direction at all times, no matter how challenging the journey becomes.

Sales mean nothing if they are not contributing to an overall profitable business. It’s what you get to keep after covering ALL costs that matters and is of most importance.

When you start your own business, cash is like oxygen. It’s not what we live for, but if it runs out, you will quickly notice.



You’ve had a brain-wave for a new startup or product and all your friends and family think it’s a great idea and can’t fail. Stop right there! Whereas feedback on a business idea is always welcome you need to mindful that your audience (family & friends) are all on your side and, for fear of hurting your feelings, may not necessarily tell you the truth. The importance of independent advice and guidance from professionals cannot be underestimated.

It’s very easy to get carried away with a business idea and begin the process of starting your own business without properly testing its viability. Obtaining accurate market information will help you to understand your customers, familiarise yourself with the competition and get to know what people are prepared to pay for your product or service.

It’s also necessary to consider what your customer ‘needs’ and ‘wants’ are and to use market research to test them. You then use this feedback in order to create a product or service that has definite market.

The early stages of a startup is challenging for even the most experienced business people. Unfortunately, a lot can go wrong and when you fail to carry out adequate market research you’re setting yourself up for failure.



You’ve often heard that the success of a startup can very much depend on “location, location, location” as it can be one of the determining factors in the failure rate of most new ventures. For start-ups a bad location is often a major challenge they face due to tight budgets and other priorities.

The prime retail units, with significant footfall, are simply too expensive so they tend to choose out-of-the-way locations in the hope that customers will come.

The same can be said about your online presence. You may have invested significantly in the creation of a world-class website but if nobody knows where you are how can you expect to sell anything?

That is where the importance of a proper marketing plan can be hugely effective and can turn your ‘bad’ location into a winner. This doesn’t need to cost the earth. A savvy social media campaign can be just as effective as a 20 foot billboard in the city centre. Start to think outside the box! We have also helped numerous clients utilise Search Engine Optimisation (S.E.O) to ensure there websites are visible on search engines like Google. The major advantage of S.E.O for startups (and every business for that matter) is that is a cost-effective means of increasing consumer traffic to your website.



Your business has started off really well and you have decided to give yourself a bonus for all of your hard work. But hold it! You have yet to pay your VAT bill, your suppliers or your bank loan.

When it comes to starting a new business unfortunately you need to realise that the business owner (YOU) are the last to be paid.

In reality, you will need to budget to not take any income from the business for at least 3 – 6 months. Once the business is financially secure (i.e. it has three months cash flow in reserve) your aim should be to take survival income from the business and to re-invest the rest. This may not seem overly appealing to you but believe me it is far more appealing than winding-up your startup after just 18 months.



I cannot underestimate the importance of putting a plan in place. Whether it is in the form of a business plan for investors or simply an internal document for yourself, it is essential that you put your plan for the startup down on paper. It is not enough to claim that it is all in your head.

“A goal without a plan is just a wish”  – Antoine de Saint-Exupéry was a French writer, poet, aristocrat, journalist, and pioneering aviator.

Your plan, at a minimum, should include details of the monthly break-even amount needed by the business and a realistic 3 month cash flow projection that hopes for the best, but plans for the worst.

Remember, your plan is a moving document and not set in stone. Things can change at the drop of a hat and so does your plan.

At Russell & Co., we have over 40 years experience working with Irish startups. We can take care of the company formation process for you fast, help you outperform your competitors through business coaching and ensure your company is taking advantage of technology by using Cloud Accounting where you will have full-control of your business no matter your location.

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