The First 90 Days: What Every Startup Needs to Do

The first 90 days of a startup are like the foundation of a house—get them right, and your business will stand strong. Get them wrong, and you’ll be patching up cracks for years. The early stage of a startup is crucial because every decision made during this period impacts its long-term success.

Many startups fail not because they lack a great idea but because they don’t execute it effectively. From defining your vision to launching your product, every step matters. If you’re starting a new business, this guide will walk you through the essential steps you need to take in the first 90 days to set your startup on the path to success.

1. Defining Your Vision and Mission

Before you dive into product development or marketing, you need a clear vision and mission. Your vision defines where you want your company to go, while your mission describes how you plan to get there.

Why Is This Important?

• It gives your startup a clear direction.
• Helps in decision-making and branding.
• Attracts like-minded team members and investors.

Examples of Great Startup Visions:

• Google: “To organize the world’s information and make it universally accessible and useful.”
• Tesla: “To accelerate the world’s transition to sustainable energy.”

Having a well-defined mission helps you stay focused and communicate your goals effectively to your team, customers, and investors.

2. Conducting Market Research

Jumping into business without market research is like walking into a dark room—you don’t know what you’re stepping into. Market research helps you understand your customers, competitors, and industry trends.

Key Steps to Conducting Market Research:

1. Identify Your Target Audience:
   • Who are your ideal customers?
   • What problems are they facing?
2. Analyze Competitors:
   • What are they doing well?
   • Where are they failing?
   • What gaps can you fill?
3. Use Research Tools:
   • Google Trends, SEMrush, or Ahrefs for keyword research.
   • Surveys and interviews for direct customer insights.

With solid market research, you can make informed decisions instead of guessing what might work.

3. Developing a Business Plan

A business plan acts as your roadmap. It outlines your business goals, target audience, revenue model, and growth strategy. While your plan might evolve, having one keeps you on track.

Essential Elements of a Business Plan:

• Executive Summary – A brief overview of your startup.
• Market Analysis – What do you know about your industry?
• Business Model – How will you make money?
• Operations Plan – What are your day-to-day activities?
• Financial Projections – Estimated revenue, expenses, and profits.

Even if you don’t plan to seek investors immediately, a solid business plan keeps your startup focused and structured.

4. Assembling the Right Team

A startup’s success heavily depends on the people behind it. The right team can turn an average idea into a billion-dollar business, while the wrong team can ruin a great idea.

Steps to Building a Strong Team:

• Hire for Culture Fit and Skills: Look for people who share your vision and bring necessary expertise.
• Clearly Define Roles: Everyone should know their responsibilities.
• Offer Equity or Incentives: This keeps employees motivated and invested in the company’s success.

Building the right team early on can make or break your startup, so choose wisely!

5. Setting Up Legal and Financial Foundations

Ignoring the legal and financial setup can cause major problems down the line. The first 90 days are the best time to get your legal and financial structures in place.

Key Legal & Financial Steps:

1. Register Your Business:
   • Choose the right structure (LLC, Corporation, etc.).
   • Register with government authorities.
2. Set Up Business Banking & Accounting:
   • Open a business bank account.
   • Get accounting software (QuickBooks, Xero, etc.).
3. Understand Taxes & Compliance:
   • Consult a tax professional if needed.
   • Stay compliant with regulations to avoid future legal trouble.

Handling these matters early prevents headaches and keeps your business legally sound.

6. Building Your Product or Service

Once your vision is clear and your foundation is set, it’s time to build your product or service. The key to success in the first 90 days is focusing on an MVP (Minimum Viable Product)—a simplified version of your product that delivers value but is quick to develop.

Steps to Build Your MVP:

1. Define Core Features: Focus only on what’s necessary to solve the customer’s problem.
2. Develop Quickly: Avoid perfectionism—launch a basic version and improve based on feedback.
3. Test and Iterate: Gather feedback from early users and refine the product accordingly.

Why Start with an MVP?

• Reduces development costs and time.
• Helps validate your idea before full-scale investment.
• Allows early feedback, ensuring you’re building something people want.

Real-Life Example:

Dropbox started with a simple demo video before fully developing their product. This helped gauge interest and refine the product based on real customer needs.

By focusing on building and improving the MVP, startups can create a product that truly resonates with users.

7. Creating a Strong Brand Identity

Branding is more than just a logo—it’s how people perceive your business. A strong brand identity helps you stand out from competitors and build trust with customers.

Key Elements of Branding:

• Logo & Visuals: Consistency in colors, fonts, and design.
• Brand Voice: How you communicate (formal, casual, playful, etc.).
• Unique Value Proposition (UVP): What makes your product different?

Branding Checklist for the First 90 Days:

✅ Design a professional logo.
✅ Create a basic but polished website.
✅ Set up social media profiles.
✅ Craft a compelling brand message.

A well-defined brand creates a lasting impression and helps attract your target audience.

8. Developing a Marketing Strategy

No matter how great your product is, if no one knows about it, your startup will struggle. The first 90 days should focus on choosing the right marketing channels to reach your target audience effectively.

Marketing Strategies for Startups:

1. Content Marketing: Write blogs, guides, and social media posts to educate and attract customers.
2. SEO (Search Engine Optimization): Optimize your website to rank higher on Google searches.
3. Social Media Marketing: Engage with your audience on platforms like LinkedIn, Twitter, Instagram, etc.
4. Paid Advertising: Use Google Ads or social media ads for targeted exposure.
5. Email Marketing: Build an email list and send value-driven newsletters.

Quick Wins in Marketing:

• Launch a landing page to capture leads.
• Offer free resources (like e-books or webinars) to attract users.
• Use referral programs to encourage word-of-mouth marketing.

Marketing is an ongoing process, but these first steps help generate momentum.

9. Establishing Customer Relationships

Your early customers are your biggest asset. They provide feedback, testimonials, and referrals—all essential for growth. Building strong relationships from day one can significantly impact long-term success.

How to Build Strong Customer Relationships:

• Listen to Feedback: Use surveys, emails, and social media to understand customer pain points.
• Offer Exceptional Support: Quick and helpful responses build trust and loyalty.
• Engage with Your Audience: Create a community through forums, groups, or direct interactions.

Customer Retention Strategies:

• Implement a loyalty program to keep customers coming back.
• Personalize emails and offers based on user behavior.
• Go above and beyond in service to create brand advocates.

Happy customers lead to repeat business and free word-of-mouth marketing!

10. Securing Funding and Managing Finances

Most startups struggle with finances in the first few months. Managing cash flow and securing funding are crucial steps to ensure business survival.

Funding Options for Startups:

• Bootstrapping: Using personal savings or revenue from early sales.
• Angel Investors: Individuals who invest in early-stage businesses.
• Venture Capital: Larger funding for startups with high growth potential.
• Crowdfunding: Raising funds from a large group of people via platforms like Kickstarter.

Tips for Managing Startup Finances:

1. Keep Costs Low: Focus on essential expenses only.
2. Use Financial Tools: Software like QuickBooks or FreshBooks helps track spending.
3. Monitor Cash Flow: Ensure you have enough runway to operate for at least 6–12 months.

Startups often fail due to poor financial management, so keeping a close eye on your budget is key.

11. Launching Your Startup

Your first launch sets the tone for your brand. Whether it’s a soft launch or a full-scale launch, creating excitement and engagement is essential.

Soft Launch vs. Full Launch:

• Soft Launch: Limited release to gather feedback before a bigger launch.
• Full Launch: Official public launch with extensive marketing efforts.

Steps to a Successful Launch:

1. Create Hype: Use teaser campaigns on social media.
2. Engage Influencers: Partner with industry experts to spread the word.
3. Host a Launch Event: Virtual or physical events create buzz.
4. Offer Limited-Time Promotions: Discounts or early access attract initial users.

After launch, track user engagement and feedback to refine your strategy.

12. Monitoring Performance and Adapting

After launching, the real work begins—tracking performance and making necessary adjustments.

Key Performance Indicators (KPIs) to Track:

• Website Traffic: How many visitors are coming to your site?
• Customer Acquisition Cost (CAC): How much does it cost to get a new customer?
• Churn Rate: How many customers leave after signing up?
• Conversion Rate: Percentage of visitors who become paying customers.

Use analytics tools like Google Analytics, Hotjar, and Mixpanel to gain insights. Adjust your strategies based on real data.

13. Avoiding Common Startup Mistakes

Many startups fail because they fall into avoidable traps. Here’s what to watch out for:

• Scaling too quickly: Focus on sustainable growth instead of rapid expansion.
• Ignoring customer feedback: Your customers are your best advisors.
• Poor financial management: Track expenses and maintain a cash buffer.
• Lack of focus: Don’t try to do everything at once—master one thing first.

Being adaptable and learning from mistakes helps you stay ahead.

14. Planning for Growth Beyond 90 Days

The first 90 days are about survival and establishing a foundation. Beyond this period, focus on scaling and long-term strategy.

Strategies for Scaling Up:

• Expand your team: Hire specialists for different roles.
• Optimize operations: Streamline processes for efficiency.
• Explore new revenue streams: Diversify income sources.

The goal is to grow without compromising quality or customer experience.

Conclusion

Starting a business is challenging, but the first 90 days set the stage for long-term success. By focusing on vision, product development, marketing, financial management, and customer engagement, startups can navigate the early phase with confidence.

Whether you’re bootstrapping or seeking investors, staying adaptable and listening to your customers is key. Keep learning, stay flexible, and don’t be afraid to pivot when needed.

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