Start with something you can help someone do
You don’t need to understand every part of business before you begin. You need clear answers to three questions: who can you help, what will you do for them, and why would they pay for it? Start with work you can already deliver reliably, not a long list of things you might learn later.
List three things people already ask you for help with. Next to each, write what someone would actually get. “Photography” is a skill; “a relaxed family photo session with ten edited images” is an offer. “Pottery” could become a beginner workshop, a small collection of mugs or tableware made to order, and each needs a different way for customers to buy.
Choose one offer to start with. You can add more once you know what people ask for and how much work each one takes.
Check that people will actually pay
Talk to a handful of people who fit the customer you have in mind. Ask about the last time they had this problem, what they did about it, what was annoying and what they paid. Compliments about your idea are nice, but they’re not the same as someone choosing to buy.
- What would make this worth paying for?
- What would stop you booking or ordering?
- What would you need to know before deciding?
Write down the words they use. If people ask whether a workshop suits beginners, answer that on your website. If they want evening appointments, check you can offer them before you advertise.
The strongest test is a real sale. Offer a small first batch, such as five sessions or ten products, to the people you spoke to and see who pays.
Write a one-page business plan
A first plan is a working note that helps you decide things. It doesn’t need to impress investors. Fill in six lines:
- Customer: the person you want to help.
- Offer: exactly what they get.
- Price: what you’ll charge and what it costs you to deliver.
- Capacity: how many orders or appointments you can handle a week.
- Discovery: where customers are likely to find you.
- First test: what you’ll try first and what you want to learn.
For example, a tutor might start with one 45-minute introduction session for adult beginners, two evenings a week, found through local community groups. For setting a price that covers your time, see how to price your services.
Sort out the paperwork for where you live
Your website and your legal setup are separate things. Most people start as a sole trader (self-employed), which is usually the simplest structure, but the rules depend on your country, your income and the work you do. Start with your government’s own guidance:
- UK: the first £1,000 a year of trading income is covered by the trading allowance. Above that, you register for Self Assessment by 5 October after the end of the tax year you started in. See setting up a business.
- US: self-employment tax generally applies once your net earnings reach $400 in a year. The IRS small business pages and the SBA business guide cover registering, licences and taxes, which also vary by state.
- Canada: you generally need to register for GST/HST once your taxable sales go over $30,000 in a single quarter or over four quarters in a row. See the CRA’s guidance.
- Australia: you’ll usually need an ABN, and you must register for GST once your turnover reaches $75,000. See the ATO’s GST registration page and business.gov.au.
- New Zealand and Ireland: start with Inland Revenue’s sole trader pages or Revenue’s self-employment pages.
This is general information, and thresholds change, so check the current figures each year. Also check whether your work needs insurance, a licence or a qualification: food, beauty treatments, childcare and fitness often do.
Creating a Shovva account doesn’t register a business for you, but its Money screen keeps a record of what customers paid, the fees and what you keep, which helps when you do your tax return.
Work out what it costs to sell
List what each sale costs you: materials, travel, time, packaging, and payment fees. Then list the costs you pay every month regardless, such as insurance, equipment and software.
On Shovva, the Free plan has no monthly fee and Shovva takes 10% only when you make a sale. Pro is £15 a month with a 2% fee, and Premium is £29 a month with no Shovva fee. Stripe’s card fees apply on every plan. That means you can start without a monthly bill and move up once you’re selling regularly. See pricing for the details.
Build a website around one clear next step
Give people enough to decide: a plain description, photos of the real thing, what’s included, a price (or how quotes work), and one obvious next action. A haircut needs booking. A downloadable workbook needs a buy button and delivery details. A custom project needs a good enquiry form.
On Shovva, you tell it your kind of business and what you sell, and it builds a finished website in a matching look, with your first offer already written for your trade. Change the words and photos, connect Stripe to take card payments and publish. The same website works as your link in bio, so the link on your Instagram or TikTok goes straight to your offer. See what Shovva sets up for your kind of business, or try the example websites, such as Kiln & Colour’s shop.
Customer view
One website. A clear first offer.
Kiln & Colour shows one product properly: a clear photo, what it is, the price and one button to buy. Start with the offer you can deliver, then give people one clear way to buy or enquire.
Actual Shovva screen. Fictional example business.
Launch small and learn from it
Share your website with the people you spoke to and the places your customers already spend time. Ask for one specific action: book, buy or get in touch. Keep a simple note of enquiries, sales, the questions people ask and how long each job takes.
Don’t spend much on advertising until you know which part of the offer people value. After your first small batch of work, look back. Was it clear what people were getting? Did you allow enough time? Did anyone get stuck? Fix one thing before adding another product or service.
For ways to reach people without a big following, see how to find your first customers.
Owner dashboard
Keep the work behind a sale organised.
In Northline Barbers’ dashboard, Dev’s customer record keeps his bookings, orders, tags and a private note in one place. Use yours to follow through after someone chooses your business.
Actual Shovva screen. Fictional example business.
Questions people ask
How much money do I need to start a small business?
Many service businesses can start with very little: the tools you already use, a website and somewhere to work. Add up the equipment, materials and insurance your work needs, and start with the smallest version you can deliver well.
Do I need to register my business before I start selling?
It depends on your country and how much you earn. In the UK, for example, you register for Self Assessment once your trading income goes over £1,000 in a tax year. Check your government’s guidance before you start, and keep records from your first sale.
Do I need a website to start a small business?
You can start without one, but a website lets people see your prices, book or buy at any hour, and find you on Google. It also gives your social media one link that does the selling, instead of a stream of DMs.
What’s the easiest business to start from home?
Usually one built on a skill you already have and can deliver without big costs: a service such as tutoring, coaching, beauty, photography or repairs, or a small range of things you make. The easiest one is the one people around you already ask you for.
Should I start as a sole trader or a limited company?
Most people start as a sole trader because it’s simpler and cheaper to run. A company can make sense later for tax or liability reasons. An accountant can tell you what suits your situation.