10 Things I Wish I Knew Before Starting My Business: Lessons for Women Over 35

Today marks one year since I began offering online workshops and freelancing. Starting a business as a woman over 35 can feel overwhelming — especially when you’re trying to promote your work without spending endless hours or money on strategies that don’t bring genuine leads. Looking back, there are ten things I wish I’d known from the start. I’m sharing them here in the hope they save you time, money, and unnecessary stress.

1) Identify your target audience early

Your target audience is the group of people most likely to benefit from your products or services. Once you know who you’re speaking to, your marketing, messaging, and offers become far more focused — and your business grows more quickly.

2) Starting a business usually involves some cost

I assumed I could begin for free, but reality proved different. To learn effective marketing, I invested over £1,000 in two coaches. Smart, intentional investment can make all the difference.

3) Email marketing is easier than it looks

I put it off for weeks because I didn’t know what to write. But avoiding emails only slows your growth and limits your reach. Once you start, you realise it’s much simpler than you imagined.

4) Criticism is part of the journey

As your business becomes more visible, people will question or doubt you. It’s completely normal. Stay grounded in your vision and keep moving forward.

5) Hosting workshops or client meetings is simpler than expected

The real challenge isn’t delivering the sessions — it’s getting people to attend. That’s where marketing and outreach become essential skills.

6) Webinars are useful — but rarely free

Many webinars offer valuable insights, but they often lead to product pitches, sometimes quite forcefully. Take the lessons you need without feeling pressured to overspend.

7) Affiliate marketing doesn’t guarantee quick income

Promoting other people’s products can be rewarding, but it doesn’t always translate into immediate earnings — even after years of effort.

8) Test your own products (and affiliate products)

Purchasing and testing what you promote ensures your systems work smoothly. It also reassures customers that their payment process will be seamless.

9) Check payment notifications carefully

If a payment alert doesn’t arrive, something in your system may be misconfigured. Fixing it promptly helps maintain trust and prevents missed income.

10) Expect others to copy your ideas

It happens to everyone. Instead of feeling discouraged, use it as motivation to keep improving and innovating.

Some women have succeeded against all odds, and if starting a business feels right for you, choose something that genuinely brings you joy. Loving what you do is already half the work — especially when challenges arise.

Looking forward to sharing more with you soon.

S.

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