7 Steps to Starting Your Own Business

People are always asking for a list of fundamentals, a checklist they can use to start their own businesses. From your business type to your business model to your physical location, there are so many variables it’s not easy to come up with a list that will work for everybody. The key, regardless of what type of business you’re starting, is to be flexible!

SEE ALSO >> How to Start a Nonprofit 

1. Personal evaluation

 “Know yourself, and work in a job that caters to your strengths. This knowledge will make you happier” – Sabrina Parsons

 Begin by taking stock of yourself and your situation. Why do you want to start a business? Is it money, freedom, creativity, or some other reason? What skills do you have? What industries do you know about? Would you want to provide a service or a product? What do you like to do? How much capital do you have to risk? Will it be a full-time or a part-time venture? Your answers to these types of questions will help you narrow your focus.

This step is not supposed to dissuade you from starting your own business. Rather, it’s here to get you thinking and planning. In order to start a successful business, passion alone isn’t enough. You need to plan, set goals and above all, know yourself. What are your strengths? What are your weaknesses? How will these affect day-to-day operations?

All the better if you can enter a market you like and that you know well. As you get started, your business will likely dominate your life so make sure that what you’re doing is stimulating and not dull. You’re going to be in it for the long-haul. Some good questions to ask yourself include:

• What would you do if money wasn’t the problem?
• Is money really important? Or rather, is making a lot of it really important? If it is, you’re probably going to be cutting out a number of options.
• What things really matter to you?
• Do you have the support of your family, especially your immediate family? They may have to make sacrifices at the beginning, so it’s important to have them behind you.
• Who do you admire in business? Perhaps in the industry you’d like to go into. Why do you admire them? What are their likable traits? What can you learn from them?

Answering these questions and asking many more about yourself and your abilities isn’t necessarily going to ensure you’re successful but it will get you thinking about your goals and about what motivates and inspires you. Use this time to make sure that you are matching the business you want to start to your personal aspirations.

2. Analyze the industry

 “The more you know about your industry, the more advantage and protection you will have” – Tim Berry

Once you decide on a business that fits your goals and lifestyle, you need to evaluate your idea. Who will buy your product or service? Who would be your competitors? You also need to figure out at this stage how much money you will need to get started.

Your ‘personal evaluation’ was as much a reality check as a prompt to get you thinking. The same thing applies when it comes to researching your business and the industry you’d like to go into.

There are a number of ways you can do this including performing general Google searches, going out and speaking to people already working in that industry, reading books by people from the industry, researching key people, reading relevant news sites and industry magazines and taking a class or two (if this is possible). If you don’t have time to perform the research or would like a second opinion, there are people you can go to for help – government departments and your local Small Business Association.

There are also a number of less traditional sources worth turning to:

• Advertising representatives for statistics and data on your competition or the industry in general
• List brokers (to get an idea of the number of prospects out there)
• Suppliers of your industry (again to get a sense of demand and for market information)
• Students who will likely be happy to perform research for you at an affordable fee.

Evaluating your market

In order to identify how attractive your prospective market really is (your own desires aside for the moment), there are a few things you should consider:

•  How urgently do people need the thing you’re selling/offering right now?
• What’s the market size like? Are there already a lot of people paying for this thing? For example, the demand for ‘traditional signwriting classes’ is almost non-existent.
• How easy (and how much will it cost) to acquire a customer? If you’re a lead generation business, this may require a significantly larger investment that say a coffee shop.
• How much money and effort will it cost to deliver the value you would like to be offering?
• How long will it take to get to market? A month? A year? Three years?
• What size up-front investment will you need before you can begin?
• Will your business continue to be relevant as time passes? A business that repairs iPhone 5 screens will only remain relevant so long as the iPhone 5 sticks around. If your business is only relevant for a specific period of time, you will also want to consider your future plans.

If you like, you can even take things a step further and consider the consumer needs currently not being met by businesses in the industry. This is a good time to take a look at potential competitors. And remember, the presence of competitors is oftentimes a good sign! It means that the market for your product or service already exists, so you know that from the outset, you’re not flying entirely blind. While you’ve got the time, learn as much as you can about your competitors, about what they provide to their customers, how they attract attention and whether or not their customers are happy. If you can figure out what’s missing before you even get started, your job will be made that much easier when you do finally set up shop.

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Bold new video game 'Destiny' to be launched on September 9; will be released on PS4, PS3, Xbox One, Xbox 360

San Francisco: The video game studio that won players' devotion with blockbuster hit "Halo" is out to eclipse its enviable success with the Tuesday launch of massive new science-fiction action title "Destiny."

"We're really proud of the world we created with 'Halo,' and the millions of gamers we attracted, but with 'Destiny' we wanted the worlds to be bigger and feel more alive," Bungie studio chief operating officer Pete Parsons told AFP.

"To do that, we added in the most exciting and unpredictable ingredient we could think of: players. Destiny's worlds are connected and alive."

The game puts players in the role of guardians of the last city on Earth, with enemies to battle; special powers to wield, and planets to explore.

Console processing power and Internet capabilities have been taken advantage of to create "an unprecedented combination" of play options from spontaneous co-operative online skirmishes to immersive solo action.

"Destiny" launches on Tuesday for play on PlayStation 4 and Xbox One consoles as well as their predecessors the Xbox 360 and PlayStation 3.

The game's creator's tout it as "the next evolution in interactive entertainment and an epic adventure."

Big money bet

While talking about the money pumped into developing and promoting "Destiny," publisher Activision Blizzard has referred to it as a $500 million bet that it will be a winning new franchise.

Armies of players joined the virtual fray during a test run of "Destiny" online capabilities in recent months.

"Proving out our technology was a huge win for us," Parsons said of the beta period.

"We also learned that a lot of people were compelled to spend a lot of time in our worlds."

The number of players topped 4.6 million, making it the largest test run ever for a new video game franchise, according to Activision Publishing.

At one point during the test run, more than 8,50,000 people were playing simultaneously.

"Destiny is a great action game," Parsons said.

"It's a lot of fun. Even better, you can play every single activity with your friends."

Players inspired to invest lots of time in the game can form clans, customize characters, or tackle challenges.

A compelling aspect of "Destiny" is that players can move easily about a seemingly boundless virtual universe, slipping into or out of battles raging between online players.

After years spent creating the game, the prospect of players finally getting their hands on copies is "amazing, relieving, nerve racking and exciting," Parsons said.

Place worthy of heroes

The game is priced at $60, but special edition versions with added perks and higher prices are being offered.

"The world is a stage - a place worthy of heroes," Parsons said.

"We love telling big, epic stories with legends and villains, but we also do everything we can to make players the star of the show."

Microsoft bought US-based Bungie in 2000 and the studio came out with "Halo" games that scored as a blockbuster franchise exclusively playable on Xbox.

Some in the industry credit "Halo" with being the franchise on which the success of the Xbox was built.

Bungie split from Microsoft about seven years ago and went on to align itself with Activision Blizzard, the publisher behind "Call of Duty" and other hit franchises.

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3DS Game Gunman Clive 2

After successfully rescuing Mayor Johnsons daughter, Gunman Clive returns to again find his home town under attack by bandits. To stop them once and for all he must chase after their leader; an adventure that takes him all the way around the world.This follow up to the 2012 indie hit retains the same classic gameplay formula, but dials the action up a notch further and adds many new features and improvements.

Release Date: 4 2014

T for Teen:Genre: Platformer

Publisher: Horberg Productions

Developer: Horberg Productions

Phoenix Wright: Ace Attorney Trilogy The 3DS Video Game

Defend the innocent and save the day! Courtroom hero Phoenix Wright lays down the law this Winter in Phoenix Wright: Ace Attorney Trilogy. Experience the original trilogy like never before in clear, high-resolution re-drawn graphics and immersive 3D visuals optimized for the Nintendo 3DS system. Join rookie lawyer Phoenix Wright through the early years of his career in his quest to find the truth behind all of the classic cases! Prepare for intense courtroom showdowns by investigating crime scenes, collecting evidence, and questioning witnesses. Use evidence and the testimonies of witnesses to your advantage as you battle for the innocence of your client. Nothing less of a full acquittal will do in this court of law. Find the contradictions in witnesses' testimonies to expose the truth!

Phoenix Wright: Ace Attorney Trilogy includes Phoenix Wright: Ace Attorney, Phoenix Wright: Ace Attorney - Justice For All, and Phoenix Wright: Ace Attorney - Trials and Tribulations. As a new feature, the Japanese version of the game -- Gyakuten Saiban 123 Naruhodo Selection -- is included, giving players the option to switch between the Japanese and English versions in-game.

Genre: Adventure

Publisher: Nintendo

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Moon Chronicles Episode 2 the 3D Game

Rebuilt from the ground up to take advantage of the Nintendo 3DS, Moon Chronicles delivers an atmospheric first-person sci-fi adventure with enhanced graphics and intuitive touch screen controls for a truly immersive experience. Join Major Kane on a mysterious mission to Earth’s moon to investigate a unique hatch of unknown origin. With each new episode you are brought one step closer to understanding the secrets that lie beneath the surface of the moon.

In Unknown Source, Episode 2 of Moon Chronicles, Major Kane enters the second hatch to discover some horrifying truths, and is contacted by a mysterious "unknown source". Obtain new alien weaponry, encounter new boss scenarios, and traverse moon surface in LOLA-RR10 "moon buggy" in this second chapter of Moon Chronicles. Also included is Bonus Mission #2: Tsukigami's VR Training. Created by Captain Tsukigami to emulate the behaviors of alien hostiles, this mission helps you perfect your skills while providing some intense first-person shooter action.

Release Date: 4, 2014

T for Teen: Violence, Drug Reference

Genre: Action

Publisher: Renegade Kid

Developer: Renegade Kid

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Enjoy Life for Less! ALL YOU proudly provides the value-minded woman with practical, attainable, no-nonsense ideas for her everyday life. In each issue of ALL YOU magazine, throughout AllYou.com, and across all of the brand's social channels, ALL YOU focuses on sharing realistic and affordable ideas in the form of insider shopping tips, budget-friendly recipes, easy crafts, candid health information, and achievable fashion, beauty and home ideas. Through insights from highly-engaged readers and the Editors themselves, ALL YOU encourages women to feel great about themselves and their lives just the way they are.

ALL YOU is the only content brand exclusively designed for Smart Shoppers and reaches over 7 million consumers through the magazine, on tablet, on ALLYOU.com and through our social media channels. Editorially, ALL YOU offers tips, solutions and practical advice from both our editors and readers creating a unique voice by integrating audience-generated content and providing a trusted environment for your message.

ALL YOU provides unique, customized marketing solutions to ensure your brand connects with your target consumer at multiple synergistic touch-points. 

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Happy hour, at home and with just few taps on your phone

The ultimate connected appliances for lovers of cocktails and home-brewed beer.

Concocting a nifty cocktail or tasty beer at home is about to get a lot easier–though it will require a hefty investment.

Two startups have recently kicked off separate crowdsourced fundraising campaigns to make Wi-Fi connected alcoholic-beverage appliances.

Somabar, one of the proposed devices, lets users whip up 300 drinks, with what looks like a juicer. The other, Brewie, lets people brew up batches of ale at home in what resembles a mini stainless steel fridge.

Both companies are hoping to tap rising interest in smart appliances, everything from thermostats to door locks to crock pots that are wirelessly connected to the Internet. That market generated about $7.8 billion in sales last year and is projected to swell to more than $15 billion next year, according to data from Statista.

Unlike traditional appliances, connected cocktail makers and beer brewing kits can be controlled using a smartphone. Someone sitting in the office can press a few buttons and have a margarita ready for them when they get home, for example. Connected devices can also helps cut down on costs for appliance makers, at least in theory. Instead of developing new software, manufacturers can rely, at least in part, on the software already available in smartphones.

Somabar is already more than halfway to its $50,000 fundraising goal on Kickstarter, the crowdfunding site. Advance orders are $399, roughly $300 less than the price Somabar plans to charge after the campaign is completed. CEO and co-founder Dylan Purcell-Lowe told Fortune the company expects to double its fundraising goal.

Somabar isn’t the first automated cocktail maker, although it is certainly cheaper than other alternatives. For example, Monsieur, which also connects to Wi-Fi, costs $4,000. Meanwhile, the Margaritaville Mixed Drink Maker costs only $300, but can make just 48 drinks.

Purcell-Lowe said Somabar wanted to keep costs low, so the company decided against using a digital control screen like some other appliance makers. All it takes is five seconds after pressing a button on an app to have a cocktail ready to drink. Up to six liquid ingredients can be used along with one flavor, like bitters for example. So nearly all popular drinks like a Manhattan, Old Fashioned, and Negroni can be made with the device (alas, the Long Island Iced Tea is excluded because it is too complicated for the machine to make with its seven liquid ingredients).

Somabar is angling to cash in on the cocktail craze of recent years in swanky bars and hotels. But Purcell-Lowe says people can feel intimated by the process to make complicated drinks.

“We don’t expect our machine to get as big as the at-home espresso market, but we are hoping and believe there is enough interest in having the ability to make advanced recipes at home,” Purcell-Lowe said.

Courtesy of Brewie

While it may seem far-fetched to imagine a Wi-Fi-connected cocktail maker taking up room in an already crowded kitchen, observers say more connected devices will reach consumers’ homes. Research firm Gartner has estimated that a typical family home could contain more than 500 smart devices and appliances by 2022. Nick Jones, a Gartner analyst, expects a wide rage of appliances will become “smart” in the sense of “gaining some level of sensing and intelligence” with the ability to communicate wirelessly with smartphones, tablets and other mobile devices.

But sales of established home appliances for making beverages are stagnating. SodaStream  SODA 2.05% , which makes soda machines that produce carbonated drinks, recently warned investors it hasn’t won over enough new U.S. customers. Keurig Green Mountain  GMCR -0.13% , which makes coffee makers, reported a slight dip in brewer and accessory sales last year.

And neither of those devices are nearly as expensive as at-home beer brewing system Brewie, which costs $1,499. The company has raised about $37,000 on Indiegogo, another crowdfunding site, with two more months to reach its $100,000 goal.

The appliance’s price is steep. But Brewie’s founders argue that the fully automated process will make it easier for people to tackle the complex and sometimes intimidating process of brewing at home. The founders also say the device can be cost-effective: a glass of Brewie-made beer costs about 25 cents (but you’d have to brew a lot of beer to offset the appliance’s initial sticker shock).

Brewie takes about five to six hours to cook and then up to two weeks for the fermenting process before the beer is ready to drink. Brewie has about 200 set recipes like a German pilsner or a Belgian pale ale. Buyers of the device also get ingredients for four different beer styles.

Marcel Pal, co-founder of Brewie, said early customers were either individuals or companies that want to have “corporate beer” in their office for events like a happy hour. He said he hoped that the appliance could also be popular with some small restaurants and pubs, though he admitted that it might be not be the right fit for larger bars that sell booze by the barrel.

For people with connected drink makers at home, the temptation may be to have a martini or beer on tap when ever they reach for their phone. The challenge will be to resist, even knowing a delicious bourbon Old Fashioned is just a few button presses away.

Facebook's Mark Zuckerberg to Apple's Tim Cook: Screw you

If Apple’s interests were aligned with its customers’, Zuckerberg tells Time, it would make its products a lot cheaper.
“The story of Facebook’s first decade,” writes Time Magazine’s Lev Grossman in next week’s cover story, “was one of relentless, rapacious growth, from a dorm-room side project to a global service with 8,000 employees and 1.35 billion users, on whose unprotesting backs Zuckerberg has built an advertising engine that generated $7.87 billion last year, a billion and a half of it profit.”

With a set-up like that, you can imagine that Mark Zuckerberg might take umbrage at Tim Cook’s characterization of companies whose business models are built on advertising.

“When an online service is free,” Cook wrote in September, “you’re not the customer. You’re the product.”

The sentiment is hardly original, and when Cook wrote it he was probably thinking of Google  GOOG -2.24%  not Facebook  FB 1.49% .

But it galled Zuckerberg. “It was the only time I saw him display irritation,” Grossman writes.

“A frustration I have,” Zuckerberg says, before a PR handler can change the subject, “is that a lot of people increasingly seem to equate an advertising business model with somehow being out of alignment with your customers. I think it’s the most ridiculous concept. What, you think because you’re paying Apple that you’re somehow in alignment with them? If you were in alignment with them, then they’d make their products a lot cheaper!”

I don’t quite follow the logic. But I’m not as smart — or as rich — as Mark Zuckerberg.

Link: Half the world is not enough

Magazine United State How to invest in the Internet of Things

Experts agree that products connected to the web will be huge. but cashing in on that trend isn’t simple. A guide to putting money into the biggest opportunity since wireless technology made devices mobile.

With the “Internet of things,” it’s not a matter of “if.” It’s a matter of when, how big, and who will reap the princely profits. That’s the thinking, at least, among many investors, tech conglomerates, and investment banks. They see it as the biggest opportunity since smartphones and tablets swept the world.

You may or may not be attracted to the idea of using your phone to control your thermostat and home security system from miles away, or wearing a smartwatch or fitness tracker—the products that leap to mind when the Internet of things is mentioned. But the term also encompasses a much larger and less visible universe of uses—everything from cars to oil rigs and factory machinery that sends data to one another. Between the possible consumer and business applications, analysts have been tripping over each other to make the most grandiose predictions: 1.9 trillion from Gartner  IT 0.78% , 7.1 trillion from IDC, 19 trillion from Cisco  CSCO -0.97% . Are they referring to devices or dollars? What’s the difference? It’ll be huge! (For the record, they’re talking about dollars.)

For investors, the frenzy may cause a familiar anxiety: Call it the fear of missing out on the next big thing. In truth, there’s bound to be some disappointment. There are relatively few companies to invest in, and those with the biggest opportunities are either nascent and risky or buried inside enterprises so large that the effect of the connected products will be diluted. But, as we’ll see, there are some opportunities in unexpected places.

The very excitement among venture capitalists and large tech companies is an impediment for retail investors. For example, when Josh Elman, a partner at venture capital firm Greylock Partners, invested in “smart home” startup SmartThings, he expected to wait two to three years before the sector took off. Then Google  GOOG -2.24%  bought Nest, maker of Internet-connected thermostats, for $3.2 billion. Shortly after, Nest itself scooped up Dropcam, a maker of Internet-connected video­cameras, for $555 million. “The moment that happened, all hell broke loose,” Elman says. With Google moving aggressively, large tech companies scrambled to come up with their own strategies. In practice that means acquisitions. Sure enough, in August, less than a year into Elman’s investment, Samsung snapped up SmartThings.

As a result there are few pure plays for investors. SmartThings won’t contribute meaningful income to Samsung  SSNLF 1.85%  for years. Nest and Dropcam’s revenues will cause nary a ripple on Google’s $56 billion top line. Other successful consumer products—Pebble, Fitbit, and Jawbone—are still privately held. The closest thing to a good bet in this realm is Garmin  GRMN -0.46% , a car navigation company that remade itself as a seller of smartwatches, fitness trackers, and pet-tracking gadgets. Last quarter, half of Garmin’s revenues came from sales of nonautomotive products—its stock is up 33% this year—but its moment in the sun may be brief: It and other smartwatch makers could soon see their sales crushed by Apple’s offering.

Fortunately for investors, consumer products are only a small piece of the overall market. The uses for sensors, a component in virtually every connected device, are endless. They are expected to penetrate just about every category of product, from stoplights and parking spaces to jet engines and tires. “It’s not just going to be a technology investment thing,” says Deborah Koch, co-manager of Northern Trust’s technology fund. “It’ll be a productivity movement that will drive the entire economy.” Koch contends that it’s too early to pick winners, as older sectors aren’t likely to adopt this technology for another three to five years.

Much of the progress on Internet-connected devices is occurring inside old-economy stalwarts such as GE. The company attributes more than $1 billion in revenues to some 43 “industrial Internet” offerings, and the biggest buyers have been aviation and locomotive customers, according to CMO Beth Comstock. Those ­companies already have IT departments that know what to do with data from sensors, like improving fuel efficiency and making trains run faster, Comstock says, stressing that the business is in its earliest days.

Rather than focus on end products, many investors are betting on the suppliers. After all, someone has to make the billions of chips that enable the connections. “Relative to the more obvious ways to play the Internet of things, we view the demand for chips as being healthy and being underpriced for the market,” says Paul ­Ebner, senior portfolio manager at BlackRock  BLK 1.02% . His firm has backed chipmakers that sell into the auto industry, since carmakers are buying 8% of semiconductors. (Indeed, these days cars are as likely to tout their 4G LTE capabilities as they are the horsepower of their engines.)

Qualcomm  QCOM 0.04% , the largest chipmaker in the world, powers almost every new smartphone in some capacity. That dominance will make the company an important player. Indeed, its recent $2.5 billion acquisition of British semiconductor company CSR indicates Qualcomm’s intention to go big in the Internet of things: CSR sells chips for cars, printers, and wireless audio, new markets that Qualcomm CEO Steven Mollenkopf has said will drive the company’s projected 8% to 10% annual growth in the coming years. The company’s share price was recently bruised by news of disputes with Chinese licensees, leaving its price/earnings ratio at 14, a bargain for a growing tech company.

Then there’s ARM Holdings  ARMH 2.69% , which licenses the processor architecture that powers 95% of the world’s smartphones. The small company ($1.8 billion in 2013 revenues) has trounced giant Intel in mobile chips, and ARM is already on its way to becoming a top licenser of connected devices: Half of the 10 billion chips its licensees sold last year were for nonmobile items like appliances. In October the company introduced a chip designed specifically for use in factory machines, cars, and smart homes.

The closest one can get to a pure investment among the enterprise-focused companies is Sierra Wireless, a wireless-device maker with a $1.2 billion market cap. The company earns all its income from the category, serving auto­motive customers like Chrysler, Renault, and Dezo, which supplies Toyota, as well as industrial companies. Sierra has a high forward P/E of 33, but it’s justified by the company’s expected annual earnings growth of 81% for the next five years. “You’re able to move the needle faster on a smaller company at lower penetration levels than you are to move the tanker ship such as Cisco, Qualcomm, or GE,” says John Bright, a director and senior research analyst with Avondale Partners.

“It’s not just going to be a technology investment thing,” says Northern Trust’s Koch. “It’ll be a productivity movement that will drive the entire economy.”

Cisco, the tanker ship, is moving as fast as it can. CEO John Chambers has staked the company’s future on what it calls the “Internet of everything,” introducing 800 products, like wireless networks for mining sites and manufacturing floors. “Within the networking industry, they have been way out ahead of the competition,” says Goldman Sachs analyst Simona Jankowski. Cisco’s 10,000 connected-equipment customers make up $2.4 billion in revenues out of the company’s $49 billion total. That may not be enough to revive its shares, which succumbed to rigor mortis after the dotcom crash of 2000 (the company has attempted multiple turnarounds as demand for its networking hardware shrinks) and have shown no movement ever since.

Still, all those toasters, garage doors, and air conditioners need to connect to the web. In the short term, Cisco and its peers will be in high demand. Ted Scalise, who manages the TIAA-CREF Mid-Cap Growth Fund, which has averaged 16.9% returns per year over the past five years (vs. 15.9% for the S&P 500) believes that web-connected hardware will eventually become commoditized. But he thinks wireless networking companies like Aruba, Ruckus Wireless, and Netgear could enjoy some good years before pricing pressure crimps their returns.

Once the hardware is in place a few years from now, experts say, software players will rise to help companies make sense of all the data the hardware is collecting. “It’s still evolving, and it’s the linchpin to how this works in the future,” Koch says. Big-data companies such as Splunk (whose shares she owns) and Hortonworks (which has filed to go public later next year) are out in front of the trend.

For now the potential of the Internet of things radically outpaces the reality. Research firm Gartner predicts the hype will soon collapse into a “trough of disillusionment,” followed by a “slope of enlightenment,” and then, eventually, a “plateau of productivity.” Notes Tim Herbert, vice president of research and market intelligence at CompTIA: “We often overestimate a technology’s impact in the short term and underestimate it in the long term.”

The good news is that the media hype has not translated to stratospheric stock valuations. “This is more like 1995 in the Internet phenomenon more than, say, 1999 or 2000,” says Jankowski of Goldman Sachs. “It’s a real trend, and there is a lot of interest, but I wouldn’t say anything has overheated yet.” The keyword, of course, is “yet.” 

This story is from the December 22, 2014 issue of Fortune.