Got a business idea? Start here.

So you've had an idea for a business, great!

The next step is turning "I've got an idea..." into something concrete enough that you can actually do something with it.

It's tempting to start with a name, logo, website or company registration. They're tangible, which makes them feel like progress.

But before any of that, try answering a few simpler questions.

1. Why should this exist?

Forget what you're selling for a minute.

What are you trying to make better?

Maybe you've spotted something people find frustrating. Maybe something is missing where you live. Maybe you know how to do something that other people struggle with.

You don't need a grand mission statement.

You just need a good reason for the business to exist.

2. What are you promising?

If somebody comes to you, what should they reasonably expect to be better afterwards?

Try to describe that without mentioning your products, technology or process.

A window cleaner isn't really selling buckets and squeegees. A café isn't selling an espresso machine. Your tools aren't your business either.

Think about the result.

3. Who is it for?

"Everyone" isn't particularly useful.

Who has the problem you're solving? Who would care enough about it to spend money? Where are they? What kinds of businesses or people are they?

You don't have to narrow this down to one imaginary customer called Dave who drives a Skoda and enjoys gardening.

Just get specific enough to know who you're trying to help.

4. How will you help them?

Now you can start thinking about what you actually provide.

Keep it simple.

What are the few basic ways somebody can get value from you?

Don't create twelve service packages because you think a proper business needs twelve service packages.

Start with what people actually need.

5. Decide how you want the business to feel

People don't only buy what you do. They experience how you do it.

Are you formal? Friendly? Cheap and cheerful? Premium? Local? Specialist? Reassuring? Opinionated?

Write down a handful of rules for how you want to communicate and behave.

This becomes surprisingly useful later when you're writing a website, answering an email or deciding whether something fits the business.

6. Work out what you need to say

Only now do you really need the marketing copy.

Start with the basics:

• A short strapline
• A one-sentence description
• A slightly longer explanation
• What you help with
• Who it's for
• Why you exist
• What you want someone to do next

Congratulations.

You've now got most of the raw material for a website, social profile, flyer, email introduction or conversation with a potential customer.

7. Then build the smallest useful version

Now you can make things.

You probably don't need the perfect website. You don't need every possible service worked out. And you certainly don't need to know what the business will look like five years from now.

Build enough that somebody can understand what you're offering and take the next step.

Then put it in front of real people.

Their questions, confusion and reactions will teach you far more than another month spent polishing the idea privately.

The important bit

Don't try to build the finished business. Build enough of the idea to test whether it deserves to become one.

Answer the basic questions.

Explain it clearly.

Make the smallest useful version.

Show somebody.

Then make it better.