Starting a business is like stepping onto a rollercoaster — exciting, unpredictable, and, at times, completely overwhelming. When I launched BusinessAtelier, I envisioned creating a space where business owners, especially women entrepreneurs, could find the strategy, branding, and profitability guidance they needed to thrive.

But let’s be real — getting from idea to execution was not smooth sailing.

As I watched someone surfing the waves in Hawaii, I imagined myself doing the same. It looked so easy — gliding effortlessly, mastering the waves with grace, the wind in my hair, and the sun on my skin. But when I finally got to Hawaii, reality hit me hard. The waves were huge, I couldn’t stay on my board for more than ten seconds, and after swallowing way too much salty water, I ended up getting sick in the ocean.

Have you ever thought something was going to be easy, only to realize it was much harder than you expected?

That’s exactly how I felt when I decided to launch my own consulting firm. I was convinced I had everything I needed to succeed — after all, I had the experience, the vision, and the drive. But I quickly learned that entrepreneurship is a whole different sport.

Just like surfing, watching others do it isn’t enough to make you an expert. You have to fall, struggle, get back on the board, and learn from your mistakes. And trust me, I made plenty.

I made plenty of mistakes along the way. If you’re an entrepreneur trying to build a brand — without relying on an email list but growing purely through social media — you might be facing similar challenges.

Here are the three biggest mistakes I made (so you don’t have to!) and what I learned from them.

Mistake #1: Not Niching Down Soon Enough

When I first started, I thought, Why limit myself?

The more people I could help, the better, right? I looked at what big companies were doing and thought, If they can offer multiple services, so can I! So, I went all in — offering branding, web design, marketing strategy, social media management, budget and strategy, executive recruitment, event management and even business coaching. I figured that having a wide range of services would attract more clients and generate more revenue.

Wrong.

Instead, it did the opposite:

• My messaging became confusing — people didn’t know exactly what I specialized in.
• My marketing felt scattered because I was trying to speak to too many different audiences.
• I was stretched too thin, trying to be an expert in everything instead of mastering a few key areas.

I spent way too much time trying to speak to everyone — coaches, product-based businesses, service providers, creatives — thinking that this broad approach would bring in more clients. Instead, it led to a confusing brand message, slow growth, and potential clients not understanding exactly how I could help them.

What I Learned?

💡 Big corporations have teams, systems, and massive budgets — solopreneurs and small businesses don’t. The clearer your niche, the faster you attract the right people.

Once I refined my focus to helping women entrepreneurs build profitable brands through strategy and branding, things changed. My content became more engaging, my offers more aligned, and my audience grew faster—all without an email list.

📌 For service-based businesses: The more specific you are about what you do, the easier it is to attract the right audience. You don’t need a huge list of services — just one or two core offers that solve a clear problem.

Takeaway: Less is more. Instead of trying to be a one-stop shop, focus on doing one thing exceptionally well. Get specific. You don’t need to appeal to everyone — just the right people.

The reality is that trying to do everything makes it harder to scale. Once I niched down to branding, I was able to:
✔️ Craft clearer messaging that resonated with my ideal audience
✔️ Streamline my offers, making my business easier to run
✔️ Position myself as an expert, rather than a generalist trying to do it all

Mistake #2: Relying on Low Prices to Attract Clients

Like many new business owners, I underpriced my services at the start. I believed that keeping my prices low would attract more clients.

The result?

• Burnout — I was working way too much for too little.
• Frustration — I wasn’t earning enough to reinvest in my business.
• The wrong clients — People who weren’t fully committed to their brand growth.

I quickly realized that pricing isn’t just about numbers—it’s about positioning and sustainability.

What I Learned?

💡 If you don’t value your work, neither will your clients.

When I finally adjusted my prices to reflect the value I provided, my business transformed. I started attracting serious entrepreneurs who were willing to invest in strategy and branding that would actually move the needle for their business.

📌 For social media-based businesses: Use content to educate your audience on your value before they even inquire about your services. Share behind-the-scenes, case studies, and testimonials to showcase why your expertise is worth the investment.

Takeaway: Stop pricing for affordability — price for value. The right clients will come.

Mistake #3: Relying Only on Social Media and Ignoring Email Marketing

In the beginning, I was all in on social media. I told myself I didn’t need an email list — Instagram, Facebook, and LinkedIn would be enough to grow my business.

And for a while, it worked. I was building an audience, getting inquiries in my DMs, and generating sales without the hassle of email marketing.

But then, reality hit.

🔹 Algorithm changes meant my content wasn’t reaching as many people.
🔹 Social media outages (remember when Instagram and Facebook went down for hours?) made me realize how vulnerable my business was.
🔹 Less control — I didn’t “own” my audience, and if a platform decided to limit my reach, there was nothing I could do.

I learned the hard way that social media is rented space, but an email list is an asset you own.

What I Learned?

💡 Social media is great for visibility, but email builds stability.

I started collecting emails — not through aggressive funnels or overwhelming automations, but through simple, valuable offers:

• A free resource (like a ENDGAME checklist or a business plan blueprint)
• A VIP list for early access to new Showit templates
• A weekly email with quick, actionable business tips

📌 If you’re still relying only on social media, here’s how to start building an email list:

• Create a simple opt-in: Give your audience a reason to sign up (a freebie, exclusive content, or VIP access).
• Promote it regularly: Mention your email list in your Posts, Stories, and Reels — just like you’d promote a product.
• Keep it simple: You don’t need a fancy funnel — just a way to stay connected outside of social media.

Takeaway: Social media is powerful, but don’t let it be your only growth strategy. An email list gives you security, control, and a direct way to reach your audience — no algorithm required.

This version keeps the focus on why not having an email list slowed your growth and made your business vulnerable.

So, just like surfing — where I eventually learned to stand for a few minutes through perseverance — I realized that every small step helps me grow my business, make it more profitable, and strengthen it against challenges.

Success isn’t about mastering everything overnight; it’s about showing up, learning from mistakes, and adjusting along the way. The key is to keep getting back on the board — because with time, persistence, and the right strategies, the waves that once felt impossible to ride become second nature. 🌊🚀

I’d love to know, what were the mistakes you made when you launched your business?

xox