{"id":8644,"date":"2022-06-28T10:00:08","date_gmt":"2022-06-28T09:00:08","guid":{"rendered":"https:\/\/www.sage.com\/en-ie\/blog\/?p=8644"},"modified":"2026-01-09T14:52:04","modified_gmt":"2026-01-09T14:52:04","slug":"starting-a-business-experts-rules-winning-formula","status":"publish","type":"post","link":"https:\/\/www.sage.com\/en-ie\/blog\/starting-a-business-experts-rules-winning-formula\/","title":{"rendered":"Starting a business? 7 experts share 6 rules to create a winning formula"},"content":{"rendered":"<header class=\"entry-header has-dark-background-color entry-header--has-illustration entry-header--has-illustration--generic\">\n\t<div class=\"container\">\n\t\t<div class=\"entry-header__row row align-center\">\n\t\t\t<div class=\"col col-lg-7 col-xlg-6 entry-header__content\">\n\t\t\t\t\t\t\t<div class=\"component component-single-header\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"entry-header__misc text--subtitle text--uppercase text--small\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-ie\/blog\/category\/growth-customers\/\" class=\"entry-header__link\">Growth &amp; Customers<\/a>\t\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t<div class=\"entry-title-wrapper\">\n\t\t\t\t\t<h1 class=\"entry-title\">\n\t\t\t\t\t\tStarting a business? 7 experts share 6 rules to create a winning formula\t\t\t\t\t<\/h1>\n\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t<p class=\"entry-header__description\">\n\t\t\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t<div class=\"single-post-details container\">\n\t\t<div class=\"col\">\n\t\t\t<span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2022-06-28T10:00:08+01:00\">28 June, 2022<\/time><\/span><span class=\"reading-time\"> min read<\/span>\n\t\t<button\n\t\t\ttype=\"button\"\n\t\t\tclass=\"social-share-button button button--icon button--secondary js-social-share-button\"\n\t\t\tdata-share-title=\"Starting a business? 7 experts share 6 rules to create a winning formula\"\n\t\t\tdata-share-url=\"https:\/\/www.sage.com\/en-ie\/blog\/starting-a-business-experts-rules-winning-formula\/\"\n\t\t\tdata-share-text=\"Please read this interesting article\"\n\t\t>\n\t\t\t<span class=\"social-share-button__share-label\">Share<\/span>\n\t\t\t<span class=\"social-share-button__copy-label\" hidden>Copy Link<\/span>\n\t\t\t<span class=\"social-share-button__copy-tooltip\" aria-hidden=\"true\" hidden>Copied<\/span>\n\t\t<\/button>\n\n\t\t\t\t<\/div>\n\t<\/div>\n<\/header>\n\n\n\n<div class=\"wp-block-post-author has-dark-background-color alignfull\">\n\t<div class=\"container\">\n\t\t<div class=\"col\">\n\t\t\t\t\t\t\t<div class=\"co-authors\">\n\t\t\t\t\t\n\t\t<div class=\"entry-author-wrapper\">\n\t\t\t<a class=\"entry-author\" href=\"https:\/\/www.sage.com\/en-ie\/blog\/author\/kellydent\/\">\n\t\t\t\t<img decoding=\"async\" alt=\"\" src=\"https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2021\/04\/Kelly-Dent.jpg\" class=\"entry-author__image\" height=\"40\" width=\"40\" fetchpriority=\"high\" \/>\t\t\t\t<span class=\"entry-author__name\">Kelly Dent<\/span>\n\t\t\t<\/a>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n<div class=\"sage-block-classic-wrapper\">\n\n\n\n<p>Recent events\u2014namely a global pandemic\u2014have transformed the way we work to suit our new way of living.<\/p>\n<p>For business owners, it\u2019s meant learning how to be more adaptable in the face of uncertainty; being able to pivot quickly to overcome sudden change.<\/p>\n<p>For dreamers and budding entrepreneurs, there\u2019s a lot to consider.<\/p>\n<p>Some things have changed, but others have very much remained the same. And to get things going on the right foot, you need to know what\u2019s what.<\/p>\n<p>To help guide you through how to succeed in this new landscape, we\u2019ve called in a team of business experts who\u2019ve seen and done it all. They\u2019re here to share their insider knowledge on the dos and don\u2019ts of launching a business in the current climate.<\/p>\n<p>Between them, they\u2019ve created six new rules for kick-starting your great business idea now.<\/p>\n<p>Here\u2019s what we cover:<\/p>\n<ul>\n<li><a href=\"#prioritise-anchor-link\">1. Prioritise adaptability and flexibility<\/a><\/li>\n<li><a href=\"#strive-anchor-link\">2. Strive for excellence<\/a><\/li>\n<li><a href=\"#validate-anchor-link\">3. Validate the need for what you\u2019re selling<\/a><\/li>\n<li><a href=\"#ditch-anchor-link\">4. Ditch the corporate tone of voice and add that personal touch<\/a><\/li>\n<li><a href=\"#stand-anchor-link\">5. Stand for something meaningful<\/a><\/li>\n<li><a href=\"#embrace-anchor-link\">6. Embrace the power of technology<\/a><\/li>\n<li><a href=\"#final-anchor-link\">Final thoughts on starting a business<\/a><\/li>\n<\/ul>\n<div class=\"single-cta\">\n\t<a\n\t\tclass=\"button button--primary gate-447a5640-736a-45fc-8c5c-9270251aa3ef\"\n\t\trole=\"button\"\n\t\tdata-button-location=\"content_area\"\n\t\thref=\"#gate-447a5640-736a-45fc-8c5c-9270251aa3ef\"\n\t>Download your free copy of How to start your business, which covers business plans, managing startup costs and lots more<\/a>\n<\/div>\n\n<h2 id=\"prioritise-anchor-link\">1. Prioritise adaptability and flexibility<\/h2>\n<blockquote>\n<p><strong><a href=\"https:\/\/twitter.com\/AATheCoach\"><em>Amanda Alexander:<\/em><\/a><em> \u201cFlexibility is key\u2014other revenue streams, multiple income, and diversification are important for any entrepreneur\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n<p>Amanda\u2019s key takeaway from the pandemic was that you don\u2019t always know where the dice is going to land.<\/p>\n<p>So to navigate the uncertainty of markets, demand and behaviours, you need to be able to flex your skill set and create a business model that can be multiple things at once.<\/p>\n<blockquote>\n<p><strong><a href=\"https:\/\/twitter.com\/JenniferGarrett\"><em>Jenny Garrett:<\/em><\/a><\/strong><em><strong> \u201cPivoting quickly and adapting well is essential\u201d<\/strong> <\/em><\/p>\n<\/blockquote>\n<p>The past couple of years have proven how important it is to adapt quickly. Jenny achieves this through ensuring the following two processes are in place.<\/p>\n<p>Firstly, strong communication, systems and processes allow for super clear and organised distribution of work. This creates room to pivot as the entire business is clear on their roles and purposes.<\/p>\n<p>Secondly, you must have resilience.<\/p>\n<p>Try to anticipate what could go wrong, then account for it with multiple solutions so there\u2019s a back-up plan to make sure you are protected if it happens.<\/p>\n<h2 id=\"strive-anchor-link\">2. Strive for excellence<\/h2>\n<blockquote>\n<p><strong><a href=\"https:\/\/twitter.com\/CarlReader\"><em>Carl Reader:<\/em><\/a><em> \u201cRather than striving to get by, strive for excellence to be able to get by\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n<p>Aiming to just survive isn\u2019t aiming high enough anymore. One thing we\u2019ve learnt from the pandemic is to focus on excellence across your business.<\/p>\n<p>Carl predicts that we are unlikely to see many fads or trends over the next year, so the businesses that survive will be the ones with the customer and team at heart.<\/p>\n<p>Businesses that focus on excellence and driving results.<\/p>\n<p>You need to be ready to roll your sleeves up and get on with it to the highest possible standards.<\/p>\n<blockquote>\n<p><strong><em>Jenny Garrett: \u201cAlways ask yourself, \u2018how can I make this really excellent?\u2019\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n<p>When everyone moves online, we need to find a way to stand out. Make sure that you can bring the energy and expertise to the table, and offer your product online in an exciting and innovative way.<\/p>\n<p>You need to be totally clear on why you want to <a href=\"https:\/\/www.sage.com\/en-ie\/blog\/start-business-without-quitting-day-job\/\">start your business<\/a>, share why you started it publicly, and then execute it excellently.<\/p>\n<h2 id=\"validate-anchor-link\">3. Validate the need for what you\u2019re selling<\/h2>\n<blockquote>\n<p><strong><a href=\"https:\/\/twitter.com\/mrjoelblake\"><em>Joel Blake:<\/em><\/a><em> \u201cIf you are selling something, how do you know there is a need and who is expressing that need?\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n<p>Look for confirmation from your target customers that your product or service will provide something they truly want or need.<\/p>\n<p>And do it in a way that is cost effective but gives you the best quality insight possible.<\/p>\n<p>What\u2019s been really important since the pandemic is that there are no rules. It\u2019s about making sure you have a clear business model and value proposition that relates to the world now.<\/p>\n<blockquote>\n<p><strong><em>Carl Reader: \u201cOne of the biggest failings of businesses pre-pandemic was that they built products they wanted, not what their customers wanted\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n<p>The focus always needs to be on the customer, building your business model around exactly what they want or need.<\/p>\n<p>Next, take the expectations set by big companies such Google and Amazon, use that to see what they don\u2019t offer.<\/p>\n<p>Find the gap and harness it to stand out from them\u2014this is how you find your niche.<\/p>\n<p>Always go back to the original question: \u2018Is this something my customer still needs?\u2019<\/p>\n<h2 id=\"ditch-anchor-link\">4. Ditch the corporate tone of voice and add that personal touch<\/h2>\n<blockquote>\n<p><strong><a href=\"https:\/\/www.linkedin.com\/in\/noreencesareo\/\"><em>Noreen Cesareo:<\/em><\/a><em> \u201cYou need to build up a persona that can stand up on its own\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n<p>Think about how to gain trust from your customers\u2014and now more than ever, how to gain trust through a screen.<\/p>\n<p>To build a customer\u2019s confidence in your brand, make sure you share online about who you are both as a person and a business.<\/p>\n<p>What are your values?<\/p>\n<p>What causes do you believe in?<\/p>\n<p>Where are your products made?<\/p>\n<p>And so on.<\/p>\n<p>Once you gain that trust, the brand needs to be expressed through all employees in the company to maintain that trust.<\/p>\n<p>As Noreen says: \u201cEverybody is a marketeer,\u201d from frontline staff to the CEO, so never forget that brand relationship starts with the first person you meet.<\/p>\n<blockquote>\n<p><strong><em>Carl Reader: \u201cDeveloping a personal brand is a more important use of time and money then developing a corporate brand\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n<p>Small businesses should focus less on corporate voice and think instead about how personal brands can come into play.<\/p>\n<p>Since the pandemic, the focus has changed to people not companies, and so companies with a personal touch succeed.<\/p>\n<p>You want your customers to resonate with you on a human level.<\/p>\n<h2 id=\"stand-anchor-link\">5. Stand for something meaningful<\/h2>\n<blockquote>\n<p><strong><em>Jenny: \u201cPeople need to know what you stand for; neutrality doesn\u2019t cut it anymore\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n<p>Hold a position on matters that are important to you and your customers. This needs to be authentic and consistent, not something performative to make you look good online.<\/p>\n<p>Your business needs to plan how to achieve this, and take accountability to make sure it happens, whether that\u2019s through who you employ, buying from particular suppliers, or promoting others through your platform.<\/p>\n<p>Always ask yourself: \u201cHow is my business actually living and actioning this?\u201d<\/p>\n<blockquote>\n<p><strong><a href=\"https:\/\/twitter.com\/sookio\"><em>Sue Keogh:<\/em><\/a><em> \u201cThe selling point of your business needs to be the company culture, ethics and values\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n<p>If people are working remotely, the workplace is no longer what attracts them to your business.<\/p>\n<p>Instead, the selling point now needs to be company culture, ethics and values. People want to feel like they align with who they work for on an ethical level.<\/p>\n<p>This will enable you to find and keep great talent, while creating transparency and authenticity within your business.<\/p>\n<blockquote>\n<p><strong><em>Joel Blake: \u201cPut diversity of talent at the heart of your business\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n<p>When you are in a position to grow your team, put emphasis on diversifying your talent. Make it the heart of how you run your business. It will bring out innovation within your team.<\/p>\n<p>And no matter what size your business is, innovation will be the key to your success.<\/p>\n<h2 id=\"embrace-anchor-link\">6. Embrace the power of technology<\/h2>\n<blockquote>\n<p><strong><em>Sue Keogh: \u201cCentralise your processes so that communication isn\u2019t just living in an email inbox; it allows you to scale more effortlessly\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n<p>Technology can be used as a scaling tool, as long as you know why it is important to your business.<\/p>\n<p>That\u2019s why Sue relies on centralised processes, with the likes of <a href=\"https:\/\/www.sage.com\/en-ie\/sage-business-cloud\/accounting\/\">accounting software<\/a> being one such example, to make sure her team\u2019s communication is organised.<\/p>\n<p>There are two benefits of this approach.<\/p>\n<ul>\n<li>When you scale your business, everything is easily retrievable and replicable,<\/li>\n<li>It allows for knowledge transfer within the business, so when your workforce shifts or grows it is more efficient to onboard.<\/li>\n<\/ul>\n<blockquote>\n<p><strong><a href=\"https:\/\/twitter.com\/IanMCalvert\"><em>Ian Calvert:<\/em><\/a><em> \u201cForget the old, look at the new\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n<p>Ian has placed huge importance on getting the most out of new tech.<\/p>\n<p>Technology is an entry point to start you off on the path of creating a successful business.<\/p>\n<p>It\u2019s made it possible to access so many free and accessible resources so you can get started on your new business efficiently, with low costs.<\/p>\n<h2 id=\"final-anchor-link\">Final thoughts on starting a business<\/h2>\n<p>Ultimately, the overriding message from all the entrepreneurs was the same: if you want to start a business, then <em>do it<\/em>.<\/p>\n<p>Be passionate about what you\u2019re doing and why, find the demand, then go for it. There\u2019s room for everyone, it\u2019s exciting!<\/p>\n<p>Want to learn more about how to start a business and make it thrive? Stay tuned to watch some of these entrepreneurs share their best advice on our Instagram, <a href=\"https:\/\/www.instagram.com\/sageofficial\/\">@sageofficial<\/a>.<\/p>\n\n<div class=\"single-cta gated-content\">\n\t<div class=\"single-cta__positioner\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">How to start your business <\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p>Want to start your own business but not sure how to proceed? Read this guide for tips on creating a business plan, working out who your customers will be and much more.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-447a5640-736a-45fc-8c5c-9270251aa3ef\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Download your free guide<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1064\" height=\"810\" src=\"https:\/\/www.sage.com\/en-ie\/blog\/wp-content\/uploads\/sites\/13\/2017\/12\/GettyImages-525498442_super-1-1064x810.jpg\" class=\"single-cta__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ie\/blog\/wp-content\/uploads\/sites\/13\/2017\/12\/GettyImages-525498442_super-1-1064x810.jpg 1064w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n\n<\/div>\n<div class=\"single-cta\">\n\t<div class=\"single-cta__positioner\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">Subscribe to the Sage Advice newsletter<\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p>Join 1.5 million subscribers and get the best business admin strategies and tactics, as well as actionable advice to help your company thrive, in your inbox every month.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-53abbdcc-410c-4c8c-bf97-ca5c6982eebd\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Subscribe now<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"999\" height=\"666\" src=\"https:\/\/www.sage.com\/en-ie\/blog\/wp-content\/uploads\/sites\/13\/2021\/04\/z.5E3A0481_All-Uses.jpg\" class=\"single-cta__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ie\/blog\/wp-content\/uploads\/sites\/13\/2021\/04\/z.5E3A0481_All-Uses.jpg 999w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>A team of small business owners share some top tips to help you on your journey to start your own business.<\/p>\n","protected":false},"author":1228,"featured_media":8362,"menu_order":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_sage_video":false,"post_featured_image_hide":false,"footnotes":""},"categories":[162],"tags":[132],"business_type":[5],"lilypad":[],"context":[],"industry":[],"persona":[232],"imagine_tag":[230],"coauthors":[452],"class_list":["post-8644","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth-customers","tag-start-business","business_type-small-business"],"sage_meta":{"region":"en-ie","author_name":"Kelly 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