Hi everyone, it's Emma and welcome back to Aspire. So for those of you who have ever thought about

starting a business, here's a number that stopped me in my tracks. 40% of new businesses fail within three years,

and nearly half are gone by year five. But the ones that make it, well, they often follow the same

playbook. And today I'm breaking down that exact playbook, the 10 steps every first time founder needs to get

started. So stick with me because this

is the blueprint to finally starting your business journey.

So back in 2017, I was obsessed with getting out of the agency and consultancy business

and starting a brand that I could be proud of.

But absolutely nothing was aligning.

I couldn't quite get enough money together, even the fabric I needed, I couldn't get my hands on.

But I launched anyway with my second choice and without a

clue of how I would make everything work. That messy start turned into good American, a company that

now has hundreds and hundreds of millions of dollars in sales. And here's the truth. The number one

mistake new founders make is waiting until everything

feels perfect. If you want to start a business, you can not wait. You need a roadmap that gets

you moving today. Starting a business really is one of the most exhilarating, terrifying,

and transformative decisions you will ever make. I've done it more than once,

and I will tell you I've succeeded, I've failed multiple times, and having mentored and invested

in countless ideas and founders, I've learned that most people overcomplicate the process

and they fail to start. So today, I'm going to walk you

step by step through exactly what you need to do, what you need to think about and the mistakes

that you absolutely cannot afford to make based on my own experience. So here we go. Step one,

...