When done right, market research can reveal your ideal customer’s specific needs, as well as the solutions they’ve tried before, your competitors, the price your customers are willing to pay, and more.

How to use social media and real-life feedback for your market research

Social media can give you an idea of what your potential customers are talking about online. If you’re planning to launch a dog food company, for example, searching Reddit or going through the comments on competitors’ TikTok and Instagram accounts can yield valuable information about what your customer wants. This approach is often referred to as “social media listening.”

But it’s also important that you don’t limit your research to just searching around online and social media. For example, when Mercado was doing market research for what would eventually become Rescripted, a media company focused on women’s reproductive health, she reached out to a fertility clinic she was familiar with and got feedback from a doctor there. According to Mercado, the doctor loved her idea and introduced her to potential customers who gave her even more feedback.

Questions to ask for good feedback

Here are some thought starters around the types of questions that would be useful to ask your target customer: 

• Which brands (in your targeted market) have you purchased from in the last 3 months?
• How satisfied are you with the products/solutions that already exist for this market? 
• What was your reasoning for purchasing from a competitor? 
• Which features are most useful to you? 
• How do you prefer to shop for this product/service? 
• At what price would you be unwilling to purchase this product? 

You can also get more useful feedback if you’re able to give people an example of your product. For instance, if you want to open up a bakery, maybe whip up a small batch of cookies and hand them out in your neighborhood in exchange for people answering some questions.

Friends and family can sometimes be a good place to start looking for feedback about your offerings, but make sure you’re surveying your ideal customer. This is the person who will most likely compare your business to competitors before deciding to buy. So if you’re opening a butcher shop but your mom’s a vegan, consider getting feedback from someone else. 

A business plan is a document that includes your business’s goals and the framework you’ll follow to achieve them. It can be a helpful document regardless of your business’s size and whether this is your first business or your tenth. 

One of the most useful functions of a business plan is that it keeps you and your team organized and on the same page. If you’re launching your business with a partner or are hiring a senior leader, having a written document everyone agrees on can help smooth over arguments about strategy.

A business plan also provides a roadmap for how you need to market your business and earn revenue during different stages of its growth. By identifying certain milestones in your plan, you can get a general sense of whether your business is on track or if you need to make adjustments. 

Finally, when you’re applying for a business loan, grant or other types of funding, people may want to see your business plan before they give you money. 

• An executive summary that provides basic information about your company and team, including what your product is and your company’s mission. 
• A company description with more specific details about the market you serve and the advantages you believe you have that will give you an edge over the competition. 
• Trends or themes you’re seeing in your target market.
• The legal structure of your business and who will be on your team (also mention if you’re flying solo).
• An in-depth description of your product or service (including any patent filings and copyrights) as well as your marketing plan. 
• A declaration that you’re seeking funding (if applicable). It can also be a good idea to include your financial projections with your funding request if you’re approaching investors for your business. 

The business model is the part of your business plan that breaks down how you’ll make money.

Service (Fee-for-service)

As the name may suggest, a service-based business model involves carrying out a task or service in exchange for a fee. The fee may be paid as a fixed sum or an hourly rate. Common small business examples using a fee-for-service model include consulting, coaching or freelance work. 

Subscription

A subscription business model involves charging a fixed fee on a recurring basis in exchange for a product or service. This is a common model among online service providers, but it can also be used to sell physical products, such as subscription boxes.

Freemium

This business model involves introducing customers to a free, basic version of the service in the hopes that they’ll upgrade to a paid premium version with more features. Because this business model makes it possible for some customers to simply stick with the free version, it isn’t ideal for product-based businesses. One example of a freemium business model is an app with free basic features and premium features that are unlocked when you pay to upgrade your plan.  

Product

This type of business model involves selling a physical item in exchange for money. Products can either be sold in-person (think: bakery, ice cream shop, stationery store, etc.) or online as an e-commerce brand. It can be costly to produce a product so the goal is to make the item for a low cost and sell it at a higher price. 

You’re going to need some type of funding to get your business up and running. Those costs can range from the equivalent of a night out to the price of a midsize sedan (and more) depending on your business, but you have plenty of options to secure your seed money. 

These are the most common ways to finance your small business idea.

Bootstrapping 

Best for: Businesses with low startup costs; founders with enough personal savings

Bootstrapping is perhaps the simplest way to fund your business because it involves spending your own money to get started. You don’t have to apply for funding or worry about paying back a lender. 

Bootstrapping works best when you have low start-up costs (or if you have a high amount of personal wealth). The biggest risk with bootstrapping is sinking too much money in the business and then coming up short in your personal life when you need cash for an emergency or to cover the essentials.

If you aren’t in a place where you feel comfortable assuming the risk of bootstrapping, there are other options to consider. 

Crowdfunding 

Best for: Raising small amounts

Crowdfunding involves asking multiple people to provide small amounts of money to help you reach a larger funding goal for a business idea. So if you need $5,000, you might have 200 people giving you small amounts of money to help you reach that goal. 

With crowdfunding, you typically don’t have to pay back the people who gave you money (though some crowdfunding platforms make you give the cash back if you don’t reach your funding goal within a certain amount of time). 

“For me personally, Kickstarter was the lowest risk,” she explains. “The worst risk is you don’t get funded. It’s also less time-consuming than if you were to pitch [to investors] or try to get a loan.”

Crowdfunding can be a good way to close small funding gaps that you can’t afford to fill with your personal savings. However, keep in mind that many campaigns may only last 30 to 60 days on the platform so you have to be realistic about how much money you can raise in that time. 

Some crowdfunding platforms charge a platform fee. The fee is charged as a percentage of the total funds you raise and it can range from 5% to 12%. This obviously eats into the money you can walk away with.

Grants

Best for: Businesses that don’t need urgent funding; businesses that can meet any usage rules

A grant is a lump sum of money awarded to a business or organization that doesn’t need to be paid back. Business grants are commonly provided by government organizations, nonprofits and corporations. 

You’ll need to fill out an application to be considered. Some grant application processes may have lengthy approval and disbursement timelines so even if you qualify it may take some time to receive the funds. This is why grants may not be for everyone. If you need money more urgently to fund product development, you may need to look at other options.

While it can take a while to be awarded grant money, it can be well worth it if you don’t need to dip into your savings or take on debt for your business. 

Also keep in mind that some grants have strict rules on how you can use the funding. For instance, some grants may only be used to fund research and development while others can only be used for purchasing equipment. 

Small business loans 

Best for: Founders who need a large lump sum of money upfront and can afford to make small, incremental repayments

Unlike a grant, a small business loan is money that’s provided by a lender that must be paid back within a certain amount of time. The terms of your small business loan can depend on your credit score, the type of business you’re running and how much money you need. 

You’ll also need to pay interest in addition to the principal amount. So before you decide to take on a small business loan, make sure you can afford to pay it back without defaulting on your balance. 

CNBC Select ranks OnDeck as one of the best small business loan lenders for its same-day funding service, and Kiva for its 0% interest crowdfunded microloans.

When deciding which funding route to take, you probably want to spend as little of your own money as possible. In this case, you might first consider crowdfunding and applying for grants since you don’t need to pay back this money. In the best-case scenario, you’ll raise all the money you need for start-up costs without spending a dime of your savings. 

Your business’s name communicates to the world who you are and what you can do — so it’s important to pick a name that lets you put your best foot forward. 

Additionally, you may also need to double-check any laws around naming a business for your state. Some states may require you to add certain “identifiers” to the end of your business name if you’re a registered legal entity. Identifiers could include words like “Inc,” or “Corp.” 

If you’re confused about where to start, services like LegalZoom can help you get started in the right direction. LegalZoom lets you set up your business legally and will check that your desired business name is available for you to use.

Your business needs a website to let potential customers know where to find you online and how to contact you. Your website’s complexity will often depend on the type of business you’re running. If you have a coaching or consulting business, a simple website where you can talk about who you are and what services you offer works perfectly.

One key decision to make that will have far-reaching consequences with taxes and more is your business’s legal structure. The three most common legal structures that pertain to small businesses are a sole proprietorship, a limited liability company (LLC) and an S Corporation (S-Corp for short). 

Each structure outlines its own set of distinctions and protections for operating your business. 

Sole proprietorship

However, because a sole proprietorship doesn’t create a separate entity for your business, you are liable for your business’s debts.

“I rarely recommend a sole proprietorship because it’s the default structure and you aren’t taking advantage of the legal rights you can have with other business structures,” says Shaliz Sadig Romano, the Co-Managing Partner at Romano Law, a law firm that represents entrepreneurs. “If something goes wrong, we want to make sure the assets of the company are what’s on the line, not your house, car or other personal assets.” 

Limited liability corporation (LLC)

Next down the line is an LLC. As the name suggests, an LLC limits the liability you may take on from your business activities. With this type of legal structure, your business becomes an entity that’s separate from you and will have its own bank account and taxpayer ID. 

This creates a huge advantage for you as the business owner since you’ll be able to protect your personal assets from liabilities, debt, lawsuits or bankruptcies incurred by your business. 

According to Romano, filing for an LLC also sets your business up for growth – investors may feel more comfortable getting involved with an LLC, for example, and you also can hire employees under this structure.  

“As the saying goes, an LLC is a lawyer’s likely choice because it’s great for small businesses and even some bigger ones that want to keep growing,” Romano says. 

S Corporation

An S Corp is another legal structure that provides limited liability protection to the business owner, much like an LLC. Both LLC’s and S Corps are considered “pass-through” entities because the business itself doesn’t pay taxes but rather the tax liability “passes through” to the owner’s personal taxes. Both structures allow owners to protect the owner’s personal assets. 

One key difference between the two is that an LLC can have an unlimited number of owners (called members or shareholders) while an S Corp can have no more than 100 shareholders.

Which one is right for you?

Begin by thinking about where you see your business heading. This can provide some clues about which structure may be right for you.

“What I tell clients before diving in is that it’s important to have a vision of where you want to start and what you want to see in the next two to five years,” Romano explains. “Are you looking to be a really small solopreneur like a consultant and don’t intend on hiring or having office space? Or are you looking for something much bigger?”  

For instance, if you’re planning to run an online e-commerce business on a platform like Etsy all by yourself on the weekends, you may feel secure enough to run it as a sole proprietorship. But if you want to open up a storefront and can see yourself seeking assistance from investors one day, an LLC or S Corp may be a better fit for you. 

Another consideration is the scope of your business practices. According to Romano, while an LLC is fine for doing business in the U.S., not all countries recognize an LLC as a legal entity or have different rules around it. So if you plan on doing business overseas, you’ll want to read up carefully on that country’s practices around legal structures so you can choose the one that’s right for you. 

The other thing to consider are requirements for filing an S Corp. To file an S Corp, you must be a U.S. citizen or legal resident and your business must operate domestically. You also can’t have more than 100 shareholders — a person or organization that owns stock in the company — and those shareholders must have voting rights. 

This is not the case for filing an LLC. You don’t need to be a U.S. citizen or legal resident to file an LLC. 

Understanding the requirements and do’s and don’ts of each of the legal structures can give you a sense of which one best suits your needs. LegalZoom also offers tools to help you figure out which type of legal structure is best for your business.

A business license is an official permit distributed by a state or local government allowing an organization to conduct business. Not all businesses may require a license but there are certain industries where you must have a license to operate.

For instance, if you’re opening a business as an esthetician and offering hair and nail services to clients, you’ll likely need an esthetics license to perform those services. If you’re opening a bakery, you’ll also need a license to prepare and sell food. And if you’re starting a construction business, you’ll want to get licensed as a contractor. 

Always be sure to check with your state or jurisdiction’s business license requirements before you begin operating. 

An employer identification number (EIN) allows the IRS to identify your business and track its tax activities. 

While an EIN may not be necessary for every type of business, certain entities are required to have one, including corporations, partnerships and organizations with employees. 

It’s free to get an EIN. You’ll just need to submit IRS Form SS-4. If you choose to apply and submit your information online, your EIN will be issued immediately, according to the IRS website. If you apply by mail, it’ll take approximately four weeks to process your application. 

There’s also the option to apply by fax, which will allow you to receive an EIN within four business days. 

For instance, if a natural disaster wrecks your bakery’s storefront or the vehicles you use to make deliveries get broken into, you can file an insurance claim to cover your losses.

Insurance can also help pay for some expenses if your business is facing a lawsuit. Or, if an employee becomes sick or injured while doing their job, an insurance policy that includes worker’s compensation will allow your business to provide the medical care they need. 

The type of insurance and the amount of coverage you need will depend on the business you’re running and how much risk is involved with that business. 

CNBC Select ranked The Hartford Business Insurance as one of the best providers for small business insurance since this company services many industries at relatively affordable prices. Nationwide also excels at offering a wide variety of plans to business owners.

Keeping your business finances separate from your personal finances is ideal since it allows you to stay organized and keep better track of your transactions come tax time. Plus, some lenders and grant funders require that you have a business bank account so that you can receive your funds. 

It’s fairly simple to open a business bank account, and the process is very similar to opening a personal bank account. 

As a business owner, you’ll need to prepare for tax events and manage your cash flow to help you reach your business goals year-round. Working with a professional can help you understand the numbers underpinning your business and clarify what decisions you need to make for long-term success.

“Staying organized is key,” says Sheneya Wilson, Founder and CEO of Fola Financial. “Work with a professional who’s not just interested in giving you services at the end of the year but rather someone who can work with you throughout the year so you can be prepared.”