The Top 5 Mistakes Every Business Owner Makes In Their First Year

The first year of business can feel like one long test you're completely unprepared for. Every decision feels bigger, every mistake feels more expensive, and it's easy to wonder if everyone else somehow knows something you don't. The truth is, most new entrepreneurs stumble into the same costly traps during year one, and avoiding just a few of them can make all the difference between gaining momentum and falling behind.

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  Your first business can crush your spirit, but it can also change your life. You might feel that you're taking punch after punch and just can't quite figure it all out. Listen, I've been there. I made pretty much every mistake you could make in my first few years. Starting a business is hard, but it's not impossible. You're bound to make a few mistakes, but some mistakes you just can't recover from. Today, I'm going to help you avoid the five mistakes every business owner makes in their first year, so you can increase your chances of success and not be another business statistic.

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  Welcome back to the $100 MBA Show. I'm your host, Omar Zenhome, where I deliver practical business lessons three times a week, Monday, Wednesday, and Friday, to help you start, grow, and scale your business.

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  In your first year, it's easy to get ahead of yourself. You want everything to go well. You want it all at once. But running a new business doesn't work like this. You can work long hours, you can give it everything you've got, and still fail if you're not creating value for your customers. And this is where people get tripped up. Once you start understanding where to focus your time and your effort and your money, that's when things start to change. You get enough wins to stay in business long enough so that you can succeed. When Nicole and I started our software company, Webinar Ninja, the biggest mistake I made at the start was thinking too small. Really, I was thinking too short term. I was happy to make $10,000 a month.

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  But what I realized is that it takes the same amount of money and time and effort for you to build a business that makes $10,000 a month versus $100,000 a month. And the only difference was I wasn't thinking big enough. I wasn't thinking, what would this look like if this business was highly successful, was bigger than my wildest dreams? Once I realized that, I realized it made more sense to aim bigger. Why? Because when you build a business that is around your small thinking, you're going to have to rebuild things, you're going to have to redo a lot of work, because you boxed yourself in. I'm going to be sharing a lot of stories from my businesses during today's episode, but let's jump into those five mistakes you want to avoid.

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  Mistake number one, and it's number one for a reason, and it's not talking to your customers. Too many people want to build a successful business and hide behind their computer screens. This is not the way. You need to talk to customers so that you can understand who you're building for. Otherwise, you're going to start creating products and services that nobody wants to buy. And this is why, especially in your first year, in your first business, you've got to do the work. You've got to know who you're serving. That means calling your customers, emailing them. You could do surveys if you like, but you could literally just email people one-on-one. You can jump on a Zoom call and just say, hey, I saw that you bought my product or service. I would love to learn a little bit more about your business, what you do,

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  how my product solves a problem for you. What other problems do you have in your business? This information is gold. Why? Because you're creating a profile of somebody who has bought from you. And you want to find other people just like that. And you're not going to know how to find them if you don't know who they are. I'm talking about even if you have one customer. Get on a call with them, email them, find out more about them. Because the more you get to know them, the more you're going to understand what to build next, what to do next in your business. Listen, you can even put some money behind it to incentivize people to get on a call with you. We've done this a thousand times. Maybe not literally a thousand times, but I would say over 50 times we've done this, where we would email our customers, and if we didn't get a response,

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  some people responded, some people didn't. But the people that didn't respond, we would just like sweeten the pie and say, hey, we'll give you a $20 Amazon gift card if you just spend 30 minutes with us on Zoom to answer some questions. And a $20 gift card goes a long way. The responses started to flood our inboxes. Now, a lot of people that hear this advice are like, okay, great. I'm talking to my customers, I'm talking to the people that bought from me. Awesome. You've got to take it one step beyond that. You need to also talk to people that don't buy from you. So if you have sold something on a webinar, if you've sold something on the phone or in person, and they don't buy, ask them, why didn't you buy? Right? Don't let a non-sale go to waste. And a lot of people, they just feel a little bit uncomfortable about this,

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  but you've got to do uncomfortable things if you want to grow your business. You want to find out what about your product was not a good fit for them. You're going to find out two critical things. One, you're going to find out who your product is not for. Sometimes you're just targeting the wrong people. These people don't need what you have. And that's good, so you can actually understand to avoid going after these people. The other thing you're going to find out is maybe areas your product or your service can improve, where maybe it's just the wording of your offer. They were a little bit confused about what you're offering, and maybe you just need to clean up your sales copy. You're going to find out why people didn't buy and try to figure out how you can increase your conversion rate, whether you're converting sales on the phone, or on a webinar, or on a sales page,

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  or a video, or whatever it might be. The point here is that this is gold information. They're going to allow you to improve your business, improve your offer, improve your products. The thing here is that if you don't do this, how do you know what to improve? You don't want one-sided information. One-sided meaning that you only talk to people that like your things, right? That like your products and services, your customers, people that bought from you. But people that didn't buy, that information is just as important. I'm going to give you a good example of this. Let's say, for example, you run a lawn care service, right? You do lawn care and gardening. And you've pitched a customer, and they say, you know what? I do my own lawn care. I don't need your service. Great. Have a conversation with them, say, hey, can I ask you a few questions about that? How are you taking care of your lawn right now? They're going to walk you through what they do.

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  They'll, I wake up at Saturday morning, and I start with the bushes, then I trim them, then I clean them up, and then maybe I tend to my roses. You're going to realize, oh, they care about their flowers. They do their bushes at this time. It takes X amount of time. You might ask them, like, you know, what are the most challenging parts of doing this? Is it waking up early in the morning? Is it, you have to count on the weather? The weather's bad, then, you know, you don't do it, and you have to delay the next week? You want to learn what are the pain points and what's important to this customer? Because you're going to find other people just like them, that just like doing it themselves. And you can figure out a way to serve customers like this, or figure out maybe these customers that don't value their time as much as other people are not right for your product. You see what I'm saying here?

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  By learning about how people take care of the problem right now without your service, you're going to figure out how you can improve your service, or figure out, oh, maybe these people are just not my ideal customer. I should go after people that don't do their lawn care themselves, and they just kind of neglect it, or maybe they go with somebody else, and then they forget, they don't have any kind of reoccurring or regular gardener. So this is why it's so important. You're not going to know any of this without talking to the people that you would like to serve or are serving. So please, talk to your customers. This mistake, if you could avoid it, if you could just make sure that you make it a habit to talk to your customers and people that you potentially could buy from, or people that didn't buy from you, this is going to change everything from you.

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  You're going to get so much information, you're going to be able to know what to create and offer and how to offer it. You're going to be ahead of 90% of most entrepreneurs or most business owners when they start their business. Today's episode is supported by Rosetta Stone. I absolutely love Rosetta Stone because it's helping me learn Italian faster than I can ever imagine. Why do I want to learn Italian? Well, who doesn't love Italy? But of course, Nicole's family is Italian, and I love to have some quick Italian conversations with her mom. And Rosetta Stone just came out with Rosetta Stone Sapphire, their biggest launch in over a decade. One of the coolest features is chat missions, which turns conversation practice into a game. With chat missions, you're put in interactive scenarios and given three objectives.

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  This gets you access to Rosetta Stone Sapphire in 25 languages. Support for today's episode comes from Square. You probably know Square is the thing you tap your card on at your favorite coffee shop, restaurant, salon, or local store. But for the person running that business, Square is a whole lot more than a way to get paid. Square brings the tools you need to run and grow your business together in one system. From payments on appointments, to staff, inventory, sales, and customer relationships. Whether you're selling lattes, cutting hair, detailing cars, running a restaurant, or starting something new. Square keeps your business tools working together, so you can focus less on managing the moving parts and more on what's next. And right now, listeners can get up to $200 off Square hardware

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  Mistake number two: no financial visibility. This is the second big mistake I see happen to most new business owners. Listen, I understand some people say, "Hey, I'm not a money person," or "I'm not a math person." "I am a creative person. I like to create things and build things, and that's why I'm an entrepreneur." Well, I'm here to tell you that if you are not a money person, you're not a business person, okay? Business is money. And guess what? In order to be great at anything, you have to change. You have to grow. So just embrace the fact that you're gonna have to know a little bit about math, and with technology, with spreadsheets, and with AI, you don't even need to know that much. You just need to have your finger on the pulse. One of my favorite quotes is by Peter Drucker. He says, "What gets measured gets managed."

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  If you don't measure something, if you don't measure your weight, you're not gonna manage your weight. You're not gonna know if your weight is increasing or decreasing if you never get on the scale. Same thing with finances. If you don't know how much money you're making or how much money you're losing, you're not gonna know how to improve that situation. This is why tracking your numbers from day one is so important. This is why I always encourage all entrepreneurs, and by the way, I know a lot of entrepreneurs that have been running your business for a decade, and they don't do this, but you should have your numbers in a spreadsheet. This is called a P&L sheet, a profit and loss sheet. This is very simple. And in fact, I can gift you mine. I have a template for this. Just go to 100mba.net/templates, and that page, you can just download all our templates. It's absolutely free.

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  The reason why I offer it, because it's so critical. And in that sheet, it's a Google sheet, all the formulas are there. All you gotta do is plug in your numbers, how much money you're making every month, how much money you're spending, and all your line items. And the reason why you wanna do this is so that you can look at this at a regular basis. I say minimal every single week. In the beginning, I would even recommend looking at it every day. Why? Just for the mere fact that you're prioritizing this. Like, this is so important. I'm gonna give it five minutes of my day to look at my numbers so I can see it's moving in the right direction. Am I making profit? Am I making more than I'm spending? And in the beginning, this is so important because a lot of times, we spend a lot of money to get our business going, and we don't really see any profit.

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  So you wanna make sure that, "Hey, I gotta start making some sales." It's gonna encourage you to have those conversations I was talking about. It's also gonna make you analyze what you're spending your money on. Are you spending too much money on software, or contractors, or inventory? Or maybe you're spending too much money on yourself as a salary, whatever it might be. You need to kind of have a visual of where your money's going. And you're gonna understand what your break-even number is like. After all your expenses, when are you break-even, where you're not making a loss anymore, and where you're gonna potentially start making some money? For example, if you see that, "Hey, I just spent $500 a month on expenses, and I haven't made any money." Well, you're gonna understand that, "Oh, I need to make at least $500 in revenue quickly just to break even, and then after that, I'll be starting to make a profit."

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  This P&L sheet is gonna encourage you to do things that you've been putting off, like increasing your prices and not pricing your product based on the competition. You're basing it based on the value of your customer. This is gonna really push you forward to understand that, "Hey, money is really a game. And if I try to pull these certain levers, I can actually make a lot more money than I perceive that is possible." But none of this is possible if you're not tracking it, if you're not looking at the numbers. The easiest way I can put this is that money, dollars, is oxygen in business, okay? If you run out of oxygen, you die. It's that simple. So if you wanna keep your business alive, if you wanna keep going to give yourself a chance to be successful, to stay in the game,

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  you gotta have your numbers visible. So download that P&L sheet, if you haven't already, and start tracking your numbers. Hey, we just talked about revenue, making money. And a big part of making money is marketing your products and services. But a lot of people, they don't have a huge budget for marketing. So we created this episode that's coming up very soon. It's called "How to Market Your Business for Only $1,000 a Month." Hit subscribe so you don't miss that episode. I don't want you to miss it because we've put a lot of time and effort in building out this episode and breaking down where that $1,000 spend goes. Where do you spend that money? How do you spend it? How do you take the steps so that you're actually making a return on an investment of that $1,000? So hit subscribe so you don't miss that episode. Mistake number three,

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  and this is gonna sound strange, but it's falling in love with your product too much. Yes, this is a big mistake a lot of people make. They are so infatuated with the idea they came up with, with this product concept, that they forget that the product actually doesn't matter. The only thing that matters in business is your customers, your customers that you're serving. Why? Because your product has to change and pivot and move with your customers' needs. You might think your product or your idea is awesome, but you can't be your only customer, right? You have to serve other people. And if what you have is not something that people want, that's a problem. But also, the fact that market changes. The market changes, technology changes, customers' expectations change.

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  I always give this example. No one's asking for a machine that does a carbon copy of a credit card, okay? That was technology from 1970s, right? People needed that so they can process the credit card for the merchant. But now, people want Apple Pay. We wanna click to pay, easy, right? Tap to pay, whatever it might be. Technology's gonna change, your product is gonna have to change with it. So you gotta stay flexible, adapt to what your customers need in the moment. And by the way, this is happening and changing and moving so much more quickly than it used to. A good example is AI, right? A few years ago, when AI was starting up, and people think it was gonna change the world, it was gonna be amazing, a lot of people were marketing these AI services and products. And now, people don't wanna hear anything about AI. They think AI's scary, it's gonna kill us all, okay?

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  So people started to now rebrand, even though they're using AI, they're calling it automation. They're calling it, you know, some sort of proprietary technology, whatever it might be. The point here is that don't stay stuck in your ways. Don't insist that your product has to be a certain way. You must be flexible enough to change the product, the service, your whole business if it needs to change so that it can grow. Your North Star in business really is, "Can I sell what I'm selling easily? Is it something that my customers are feeling like is a no-brainer? Like, 'Oh, I love this thing. Here's my money, here's my credit card.'" On the other hand, if your customers are feeling some sort of resistance, then you got a problem. You gotta change what you're offering. Maybe you have to change how you even offer it, the offer itself.

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  Like, maybe you need to add more value to your offer. When I say "offer," I mean, like, what are they getting in exchange for their dollar, right? Are they getting everything they need in your product or service? I mentioned this in today's episode because a lot of entrepreneurs, in their first year, fail because they're so stubborn. They're so stubborn about their idea and their product. "There has to be a certain way, you don't get it. This is what's gotta be." No, you don't get it. You don't understand that if people don't understand what you're selling, if they're confused about it, they're not gonna buy. You know, there's a market or marketing principle that says, "A confused mind never buys." So don't blame it on other people, on your customers, the people that are supposed to buy what you're offering. You need to adjust to the marketplace. Yeah, maybe they don't get it. So make them understand.

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  Make it simple, make it easier for them to understand. And I'm telling you this from 20 years of business experience, 20-plus years of your business experience. What I've learned over the 20 years, this is, I'm gonna tell you the truth. Here it is. You're not as smart as you think you are. You're not as smart, you're not as brilliant as you think you are. You have to listen to your customers. You gotta listen to other people. You gotta listen to your team members. You gotta get other perspectives. And maybe sometimes, you're too smart for your own good. Why? Because the average person is just trying to live their life. They're trying to solve their problems, right? They're trying to make things happen. They're trying to live life with not too much resistance. If you are making it too complicated for them to understand or to buy your product, then they're just gonna move on to somebody that is gonna make it easier for them.

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  So just simplify what you're offering. Mistake number four: believing you can do it alone. This is huge because a lot of people think, "I'm gonna be a self-made person." There's no such thing as a self-made person, man or woman, doesn't matter, right? In order for you to have a successful business, you're gonna need some help. Who are your customers gonna be if you're by yourself, right? Who are your vendors, your suppliers, the people that are gonna help you run your business with giving you the means in the first place, right? You need to build a network. You need to get to know people. And when I say "build a network," this is not some sort of like schwarmy, you know, rubbing elbows and like cringe feelings. No, this is like building friends, having a network of people that you can lean on when you need something, when you need introduction.

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  Business goes beyond just customers. There's suppliers, there's partners, there's affiliates, there's advisors, there's people who introduce you to other people, like I mentioned. There's so many ways you need to lean on other people. So you gotta prioritize being a people person, being somebody that is willing to build their network, get to know people, have some friends in your space so that you can be, understand that, "Hey, I am making it harder on myself if I'm trying to do this alone." I don't like, you know, there's a lot of rhetoric on social media, people beating on their chest, you know, "I'm a one-man company, and I've done this all by myself." That is foolish. You're doing things on hard mode. This is why I say you have to prioritize meeting people.

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  They're not just gonna come knocking at your door, okay? You have to go to events, you have to go to meetups, you have to attend conferences. You have to go to charity events. You have to mingle with different communities that maybe you don't mingle with normally. Go to coworking spaces when they're running some sort of pitch night or some sort of dinner, some sort of lunch, or some sort of workshop, right? You might say, "Oh, I'd rather stay home. I'd rather just work behind my laptop. I might spend the night, you know, just catching up on my shows on Netflix." Yeah, you're making a choice here not to prioritize meeting other people. It takes effort, more effort than you think is reasonable, okay? It takes effort to get dressed, look good, go to the event, mingle with people. Sometimes you go to an event, and you don't really meet anybody interesting. That's fine. Doesn't mean that events stink and you never go to an event again. No, you go to the next one, and the next one.

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  Online relationships matter too. You know, some of the best relationships I've had in business, I met people online first, and then we met up in person at a conference or an event. And that solidified that relationship. But meeting people in person is a different level of relationship. The people I know in my network that I've spent time with, a lot of time, like, I spent three or four days with them. Maybe I went on holiday with them. Maybe we shared a stage at an event and supported each other. Those relationships are a lot more solid. And I know if I gave them a call or I sent them an email and said, "Hey, I need a favor, I need an introduction, I need some help," they would reply and make sure they helped me because we've built that relationship, and I've helped them in the past as well. One of the easiest ways to build your network outside of events is introducing

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  other people to people that you know, right? Being the connector. So if somebody says to me, I'm working on this business, or I'm looking to do XYZ, even if it's something like outside of business, like I'm looking to buy an investment property. Well, I know this guy, he's really good. His name is Josh, and he's helped me in the past, and da, da, da, da, da. And let me introduce you to him, right? Even though like, there is no mutual beneficial thing, it's outside of business, it's something personal, they're gonna feel like, hey, this person has helped me. And the law of reciprocity kicks in, and when I ask for help, or even if they, they're gonna be listening to try to help me, if I say to them, oh, I'm working on this, or I need help with that, they're gonna be like, hey, I actually know somebody that can help you. You know, I've been, I was in that situation before, and this person helps.

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  And this could be a coach, this could be a consultant, this could be a service, it could even be just a tool, like a piece of software that can help. The point here is, is that if you go first, if you try to help other people first, you're gonna find that people will do the same. Now, not everybody's gonna reciprocate, but it's just a long-term play here, right? You're gonna just do this as a habit, and it's gonna come back to you eventually. Finally, mistake number five, acting too big when you're still small. I have a rule that I learned from Felix Dennis. He was a huge magazine publisher in the UK, passed away about a decade ago, but his rule is, think big, but act small. This is huge, especially in the first year of your business. Don't act like a big shot, okay?

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  When you are still trying to figure out your business, trying to grow, don't overspend on things that don't matter, don't move the needle in your business, whether it's like fancy furniture, or fresh flowers in the office, or things like that. You can spend on that stuff later on, when you have a surplus, but in the beginning, you wanna, you know, think big, but act like a small player. This means, yes, being conservative with your spending, but at the same time, you need to think about what the business could become, not just this year, but the next year and the year after. Start talking to big clients, try to get the best people on your team, and convince them of your vision. One of the best things you can do is ask yourself great questions. Questions like, how can I win bigger clients with the fact that I'm still a small business?

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  How can I grow my revenue without spending more? Right? These types of questions allow you to be creative. It forces you to be a little bit more resourceful with what you have, and it allows you to still be ambitious, but at the same time, not overspend. I have a rule in your first year in business, and that is, don't spend money that you can't see a direct correlation of a return on investment. What does that mean? So if you are gonna spend money on a marketing ad, if you could say, yes, when I market, this ad is gonna get me X amount of leads, and every time I have X amount of leads, I get X amount of sales, I could see a return on investment. If you see a return on investment on any spend, that's great. But if you're spending money on things you can't see a direct correlation on a return,

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  like for example, putting up a beautiful big neon sign in your office, is that gonna make you any money directly? Not really, it's just gonna make you feel good, right? Maybe it's gonna boost some morale for five minutes in the office. And that's nice to have in the long term, you know, when you start building your business and you have the surplus to do that, but in the first year, you wanna make sure that you can see a direct correlation, a return on investment on every dollar that comes out of your business. Listen, your first year's gonna be challenging, and it's not about getting everything right. It's actually about not getting the most critical things wrong. And this is why I gave you these five mistakes to avoid, which is, talking to your customers, which is knowing your numbers, staying flexible with your product or idea. Don't fall in love with your idea, serve your customers, not your own ego, okay? Number four, build your network.

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  You can't do this alone, right? Get the support of other people. And then five, think big, but act small. Don't overspend, right? Right now, you gotta be conservative, and you gotta make sure that you're making more than you're spending. Listen, when I left my teaching career, and I became a full-time entrepreneur, I had a business consulting firm, I built websites for people, and my budget was tight. We didn't spend much money at all. We didn't have an office, I worked from home. I would actually go and take public transport to see all my clients, and see the people that I was serving. You know, I took the bus, I took the train, I didn't, you know, take a taxi, I didn't take an Uber. Why? Because I was trying to save as much money as possible, I was trying to be very, very conservative with my spending, so that I can make sure I pocket as much money, so I can reinvest in the business.

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  The one thing I told myself in those early years, and I gotta say, that period lasted a little bit long for me, it was about maybe two, I would say, two and a half to three years. And I would say to myself, I can always spend on the amazing trips, the business class tickets, the, you know, chauffeured cars, the, all that stuff, all the fanciness that I wanted to have as a business person, I could do that later, once my business takes off, once it starts winning, once I have reoccurring customers. And that's exactly what happened. I was able to hold off on instant gratification, and be able to say, okay, that could come in the future. And once my business started to roll, and started making a thousand, $10,000, $100,000 a month, you know, millions a year, okay, now, I have some gap, some leeway here, where

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  I can invest in some things that maybe will make me feel a little bit better, but also maybe have a little bit more of a long-term effect on my brand or my business. In the beginning, you gotta tighten the belt a little. Thanks so much for tuning in to today's episode. If you wanna continue learning, and you are struggling with self-doubt, then there's an episode we recently published that you should check out. It's called, How to Overcome Self-Doubt. Pretty straightforward, right? It's actually a step-by-step plan for you, cater to people that really are looking to build confidence. And I'm gonna tell you right now, this is not something that happens, like, it's not a once and done thing, it's not like tomorrow you're gonna be confident after you listen to this episode. It's something that is gonna make you feel a little bit more confident every day that goes by. You're gonna be building brick after brick in your wall of confidence. And trust me, this works.

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  So check it out, the episode's called, How to Overcome Self-Doubt. You could just scroll up on whatever app you're using right now, Spotify, Apple, YouTube, it's right there.

• 28:32Speaker 00

  If you found today's episode helpful, and you want more practical business lessons to help start, grow, and scale your business, subscribe to the podcast. All you gotta do is hit subscribe or follow on your favorite podcast app, the one that you're using right now. By hitting subscribe, you get our next episode automatically. It's absolutely free, and it's a way for you to commit to growing your business. I'll check you in the next episode.

• 28:58Speaker 01

  My six-year-old little sister is taken from her bed, violently murdered, and we don't have any answers? It's been 30 years. It's not okay. We will find this person. It's not a question of if, but when.

• 29:08Speaker 02

  Who killed JonBenet Ramsey? You think you know this mystery? But do you know about the DNA at the crime scene? Can science finally solve this case? And who is unknown male one?

• 29:18Speaker 03

  An intruder, a third-party male.

• 29:21Speaker 04

  So unknown male one is out there somewhere.

• 29:24Speaker 03

  Yes. The stunning, all-new Diane Sawyer investigation, tonight on ABC.