The Most Overlooked Step in Starting a Business

Step 1
Most people start a business by designing a logo. But a logo isn’t a business—it’s a label. The real starting line is much earlier.

Solve a Problem
Before you brand, you need to clarify. Who are you helping? What problem are you solving? If you can’t answer those questions, no amount of posting or packaging will build a successful company.

Thousands of small business owners waste time spinning their wheels because they skip this foundational step. Real clarity leads to better messaging, better products, and sustainable growth.

Good Fellas Asphalt Sealing & Striping

In 2020, owner Nick Theissen set out to transition from small residential jobs to larger commercial seal-coating contracts. Rather than immediately investing in a new logo or website, he first surveyed local businesses to pinpoint their greatest pavement concerns. He learned that many restaurants and retail stores were routinely delaying seal coating—ultimately risking far more expensive repairs. Today, using our Offer Definition Worksheet, Nick has created a seasonal “Business Seal-Coating Bundle,” complete with a service-description flyer tailored for email distribution and local chamber meetings. By emphasizing how seal coating protects asphalt and saves customers money over time, this bundle is designed to attract new clients and retain existing ones as his business expands (Theissen, 2025).

Facts & Statistics
Nearly one-third of new businesses fail because they never establish a clear business model—underscoring why foundational planning is nonnegotiable (Guidant Financial, 2023).

Practical Tip
Ask yourself: What ONE service or product can I offer right now that solves a real problem? That’s where your business actually begins. Write down your solution in one sentence: “[Product/Service] that helps [Target Audience] achieve [Desired Outcome].”

Tip of the Week
Before you commit to signage or stationery, secure your first paying customer. Offer a “pilot price” to five local prospects and gather feedback—then refine your offer if needed.

Real World Solution
Good Fellas Asphalt Sealing and Striping LLC generates repeat business because it solves a real cost-avoiding problem (expensive repairs due to neglected seal-coating). That initial focus on one validated offer allows Nick Theissen to expand into new neighborhoods without pouring money into untested marketing.

Call to Action
Next week, we’re releasing our Business Starter Kit—a free download with templates, branding prompts, and a launch checklist to help you get clear and take action.

P.S.
What idea have you been sitting on for too long? Hit reply and tell us—we may feature your story.

References
Guidant Financial. (2023). Small Business Trends. https://www.guidantfinancial.com
Theissen, N. (2025). Business Sealcoating Bundle: A case study in commercial expansion. Missouri Business Journal, 19(2), 14–20.
Smith, T. (2022). Client satisfaction and repeat business in esthetic services. Journal of Beauty Industry Management, 7(4), 33–41.