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Your Startup's First 100 Days: A Guide with a Business Coach
The first 100 days of any startup are electric; fast, full-on, and borderline feral.
One minute you’re riding the high of a new idea, the next you’re staring at your bank balance, wondering if anyone else sees the vision. You’re learning, building, rethinking, and possibly crying in the shower. That’s not failure. That’s the job.
The first 100 days of your business matter. You don’t need a five-year plan. You need a compass. A way to cut through the noise, focus on the right moves, and set up a business that doesn’t burn you out by day 101. They shape everything: your direction, your confidence, how fast you burn out; but they’re rarely handled with the kind of intention they deserve.
That’s where coaching comes in; to help you ask better questions. And to stop you falling into the traps that kill momentum before it even starts.
Startups Don’t Fail Because the Idea’s Bad. They Fail Because the Foundations Are
Here’s what I’ve seen trip up startups again and again:
- Skipping the research because there’s no competition. There is.
- Launching without testing if there’s actually a market.
- Building something for everyone, which means no one.
- Pricing too low to attract customers, then wondering why they’re in the red, and can’t scale.
- Forgetting to factor in real costs like future wages. Or their own time.
- Assuming people will just get the idea, when it’s never been tested properly
These aren’t founder flaws. They’re common mistakes or early-stage blind spots. And they’re totally avoidable if you take the time to get grounded before you scale up.
What a Good Coach Actually Does
If you’ve ever thought you should probably talk to someone about something, then that’s your sign. I’ve never heard any business owner say they regret investing in support early.
They will help you:
- Keep your focus when everything feels urgent.
- Make decisions with clarity, not panic.
- Turn vague ideas into tangible next steps.
- Build confidence in your pricing and numbers.
- Challenge your assumptions in a way your friends (or co-founders) won’t.
- Create momentum without burnout, and accountability without shame spirals.
- Get your first win, fast.
A good coach doesn’t give you a checklist. They help you think clearly, ask better questions, and build confidence in your own judgment.
Coaching isn’t for when things break; it’s how you build something that doesn’t.
A 4-Step Framework to Focus Your First 100 Days
Think of this as your startup GPS; and it should be the kickoff of your business plan. It won’t drive for you, but it will stop you heading straight off a cliff.
Step 1: Validate Your Idea (Properly)
That doesn’t mean asking your friends or partner if it’s a good idea.
It means testing it outside your head. Ask people. Talk to real humans who might buy from you. Real potential customers. If you’re not getting specific, honest feedback, you’re not validating - you’re hoping.
Step 2: Get Specific About Your Customer
Your business is not for “everyone.”
If you can’t describe your ideal customer clearly, you’re probably marketing too broadly. You need to be for someone specific. What’s their pain point? What keeps them up at night? Where do they hang out? Know this person better than they know themselves. That’s your edge.
Step 3: Understand the Numbers (and Stop Undercharging)
So many early founders undercharge to get runs on the board.
Don’t wing it. Get clear on:
- Break-even point
- What’s actually profitable
- How much it really costs to deliver your product or service
You can’t “discount your way to traction” if it puts your business in the red.
If your prices don’t cover costs plus growth, you’ll end up with a busy business that doesn’t pay you. And no, volume won’t save you if your model’s broken.
Step 4: Land Your First Customer
Just one. Your first customer isn’t just a milestone. It’s proof.
It shows someone will actually pay for what you’re offering, and it gives you real-world feedback to refine your messaging, onboarding, and delivery.
It will teach you more than a month of planning: you’ll learn where the friction is, what landed, and what needs fixing.
Before you go building funnels or planning content calendars, just focus on that first yes, and start selling.
Common Pitfalls to Avoid
You don’t need to be perfect. Here’s a quick list of things to avoid that will kill early momentum and cause serious pain:
- Skipping research because no one else is doing this. They are, or there’s a reason they’re not.
- Ignoring the real costs of growth.
- Thinking passion is a substitute for planning.
- Building offers based on what you think people want, and not what they’ll pay for.
- Undercharging, and thinking that volume will fix it. Spoiler: it won't.
- Trying to be everything to everyone.
The first 100 days are not about hype or hustle.
It’s about clear decisions, realistic planning, and enough wins to build confidence.
Final thoughts, and the emotional side
To be honest, early-stage business building can mess with your head. You won’t get everything right. You don’t need to. But you do need to start with purpose.
You’ll have days where you feel unstoppable, and others where you question everything. That’s not a sign you’re failing. No one tells you that half your time will be spent Googling tax things, questioning your pricing, or wondering whether you’re cut out for this.
Whether you’re building something in your spare room, your shed, or your day job lunch break, the next 100 days can be the ones that change everything. They may not define your entire journey, but they will shape your habits, your systems, and how well you set yourself up to grow.
A coach helps hold the line when your self-belief wobbles. Helps you zoom out when you’re stuck in the weeds. Helps you keep showing up with less stress and more intention.
If you’re ready to stop spinning and start building, talk to us.
We’d love to make your first (or your next) 100 days count.
