The Ultimate Start-Up Checklist: What Most Founders Forget
Starting a Business? “Don’t Miss This ‘Oh Sh*t’ I Forgot about that Checklist”
For Brilliant Humans Starting a Business
Starting a business is thrilling, but also a little chaotic. Between setting up socials and obsessing over logos, it’s easy to forget the stuff that really matters. At Aether and Ember, we’ve worked with founders across every stage – and trust us, these are the things people wish they had on Day One.
Here’s our no-fluff, all-fire checklist for starting a business the smart way.
PRE-LAUNCH REALITY CHECK
Before you spend $400 on a logo and forget what you’re actually selling
☐ Your ‘Why’, Loud and Clear
If you can’t pitch it in a sentence, you’re not ready
☐ Talk to actual humans
Market research means more than your mum saying “That’s a great idea!”
☐ Is your name actually available?
Check ABN, ASIC, domains, Instagram handles. It’s a jungle
☐ Know your competition
Not to copy, but to see where you can shine brighter
☐ Is this a side hustle or your empire?
Structure accordingly. Sole trader? Company? Trust? Get advice
SETTING UP LIKE A BOSS
The non-sexy stuff that makes you look legit
☐ Professional email
[email protected] is better than [email protected]
☐ Matching socials locked in
Brand consistency equals brand credibility
☐ Your elevator pitch ready to go
For networking, pitching, and sounding impressive at awkward BBQs
☐ Business bank account
Your accountant and your future self will thank you
☐ Protect your IP
Logos, taglines, brand names. Register before you regret it
BRANDING & MARKETING MAGIC
Marketing isn’t optional, it’s how you get seen
☐ Brand voice and tone doc
What’s your vibe? Playful? Pro? Mystic with a dash of sass?
☐ Google yourself
You’d be shocked what people find. Control your narrative
☐ Email list from Day One
No list means no leverage
☐ A waitlist or hype page
Build buzz while you build the business
☐ Clear-as-day CTA everywhere
Buy now, Book a call, Join the list. Don’t make people guess
MONEY STUFF THAT ACTUALLY MATTERS
Because running out of cash sucks
☐ Pricing strategy that makes sense
Not just what everyone else charges
☐ Cashflow runway in black and white
How long can you survive before the money tap needs to turn on
☐ Know your numbers
Customer Acquisition Cost and Lifetime Value equal power
☐ Automate your invoicing and reminders
You didn’t start a business to chase money
☐ Proper insurance
It’s not cute until something goes wrong
SYSTEMS & GROWTH-READY THINKING
Future-proofing your biz from Day One
☐ Create a “hit by a bus” doc
Even solopreneurs need Standard Operating Procedures
☐ First 90-day goals
Not vague dreams, actual targets
☐ One dashboard to rule them all
Leads, sales, social growth. Know what’s working
☐ Automate something now
Booking links, canned emails, or calendar magic. Your time is money
☐ Draft your culture code
Whether it’s just you or your future team of 20, it matters
THE FOUNDER ENERGY CHECK-IN
Because burnout doesn’t build empires
☐ Set boundaries now
Before your business becomes your identity
☐ What does success actually look like?
Revenue, impact, freedom, flexibility? Get clear
☐ Have a go-to hype human
Mentor, coach, biz bestie. Don’t go it alone
Hot tip: Most people forget this stuff. You won’t.
You’ve got Aether and Ember behind you
Written by Aether and Ember’s Strategic Director
A detail-obsessed strategist with a knack for bold ideas, clean processes, and helping businesses launch without the chaos. Equal parts planner and dreamer, she’s here to make sure you skip the “oh no” moments and build something brilliant from day one. Consider this checklist your behind-the-scenes cheat sheet to getting it right.
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