Starting your Startup Playbook

Phase 1: Validation

1. Create Your Elevator Pitch

   a) What problem does your product solve/improve/make cooler

   b) What is the potential of this product/service 
   

2. Research Your Top 3 Company Names and Market Test a) Companies House search 

   b) Trademark Register search  c) Domain search 

   d) Google search 

   e) Ask your most grumpy friend/family member for their opinion 

   f) Ask three people who would be your target customer for their opinion

   g) Finalise your choice 
   

3. Logo

   a) Design logo – 3 designs and do market test again

   b) Create strapline – 2 versions and do market test again 

   c) Finalise logo and strapline 
   

4. Estimate your first 12 months costs and get cash together  a) Supplies/stock 

   b) Equipment 

   c) Website 

   d) Marketing 

   e) Operational costs; insurance, accountant, legal, wages, rent, hardware

   f) One or mix of; save, borrow, finance/re-finance, bootstrap 
   

5. Create a TWO A4 Page Business Plan

   a) Executive Summary – elevator pitch expanded 

   b) Description of Product/Services being offered 

   c) Market Analysis – size of the market, two key competitors with pricing models

   d) Target Customer – include avatar model, geographical location 

   e) Marketing & Sales Strategy – where will you advertise to gain maximise exposure to target customer 

   f) 12 Month and 24 month Financial Projections – what will the product(s)/service(s) cost, what are the sale volumes, what are the overheads
   

6. Risk Research and Requirements to Trade (if and when applicable) 

   a) Laws – e.g. national and international (if trading in other territories)  b) Regulation – e.g. regulated services 

   c) Licenses – e.g. software   d) Compliance – e.g. financial services  e) Reputation – culturally, geographically, professionally 

Phase 2: Set Up 

1. Buy Domain Name including different iterations i.e. .com .co.uk .store etc (that apply) 

2. Register a business address – virtual is good to start 

3. Register Google My Business page 

4. Register on Companies House 

5. Instruct basic accountant (ideally with a bookkeeper) and required software packages they advise e.g. Xero

6. Get relevant insurance e.g. Professional Indemnity

7. Instruct basic legal support e.g. Seed Legals or a law firm that work with startups (Capital Law) 

8. Set up business bank account 

9. Set up business PayPal account 

10. Set up business Stripe account 

11. Create Business Emails @companyname.com 

12. Create Email Footer 

13. Set up Social Media accounts – LinkedIn, Instagram, Twitter, Facebook 

14. Create landing page website – ‘coming soon’ with basic info

15. Take professional headshot – on phone is fine, but not a selfie!

16. Write 100 word bio on the Founder(s) for press etc

17. Designate a work place – home, co-working, gym etc 

Phase 3: Launch 

1. Obtain and licenses, permits, permissions, etc 

2. Order supplies/stock

3. Order marketing materials/merchandise e.g. business cards, clothing etc 

4. Create MVP/samples/customer service journey 

5. Create marketing documents;

   1. Brochure or equivalent 

   2. Price list or equivalent 

   3. Sales presentation template 

6. Create standard terms of business / terms and conditions 

7. Social media content schedule – monthly 

8. Build your “Tribe” and invest time in education them on your company, services and target customers – 10 people you will focus on relationships with that will help you build your business either by referrals, business developing, cheerleading, influencing, introductions, networking etc 

9. Set up Google analytics 

10. Set up Project Management System e.g. Trello, for organising tasks/priorities/sprints etc 

11. Set up digital Collaborative Work Space e.g. Microsoft 365, Google Workspace etc 

12. Create pitch deck and keep updating with key lessons/data being obtained as begin trading 

13. Research investment options e.g. debt, equity, finance

Year 1 Founder Goals

Goal 1:

Goal 2:

Goal 3: