The Ultimate Startup Manual

The Ultimate Startup Manual: Your launchpad for a successful business

Developed by: Greg Gregorian, CEO and Founder, Lunar Branding®

Business Essentials Intro

Welcome and congratulations on starting your entrepreneurial journey!!! Here is a step by step breakdown of how I suggest to build the foundation to any business! I encourage you to read this entire document once through first before you start anything. I hope this helps you begin!

Feel free to skip this next part and get to the good stuff or read through it, your choice.

Who the hell am I and why did I create this? My name is Greg Gregorian and I’m a West Point graduate, Operation Enduring Freedom veteran, retired Army Captain, and founder and CEO of Lunar Branding®. I have had an entrepreneurial mindset since I was about 10 years old (I’m 31 now as I’m writing this), selling gum and mints in middle school. I went on to sell magazines and then created my own CDs and sold those in school as well. I was encouraged by my parents to study and play sports, leaving me no time for a job so I had to think of creative ways to make money. That’s how I began selling things out of my locker and pockets in school and I found it so fun and looking back it was an incredible learning experience.

As I grew up, I studied Business at Virginia Tech and was a member of their USMC ROTC and Corps of Cadets program. I then went on to study Economics at West Point and ultimately commission as an officer in the U.S. Army, serving with the 101st Airborne Division in Afghanistan. During my time in the military and after I got out, I was exposed to the personal development world and came across amazing books such as Think and Grow Rich, The Richest Man in Babylon, Rich Dad Poor Dad, and How to Win Friends and Influence People, just to name a few. These books really helped with developing my mindset to positivity, grit, and opening my mind to what’s possible in this world. I started other side hustles in network marketing, real estate, and personal training which all gave me great experience.

It was from a network marketing company where I pitched the president and CEO a little $1 idea in the airport that sparked the genesis of Lunar Branding®, launching in May of 2017. After exiting the military, I held a few corporate jobs; a medical device sales rep, a consultant for Deloitte, and I even worked for the federal government…but as I worked these jobs 9-5, I was building my business 6-midnight. All these life lessons have been difficult but very rewarding. Along my journey though, I noticed one thing; there was not one document that showed that foundation to start ANY business, regardless of industry.

The information, articles, and videos I found online and via social media gave only one piece to the puzzle, but none of them (at least I have yet to come across it if it exists) lays out the basic plan for you to get started from absolute scratch. I’ve spent tens of thousands of dollars on systems trying to figure out what would work for my business and I’ve also spent hundreds of hours and thousands of more dollars establishing my business, moving it to different states, managing a team, acquiring merchandise, understanding customer service, creating an amazing customer experience, and dealing with all the minutiae that comes with being a business owner. I knew if I had a document like this one that you have in front of you, I would have saved a lot of time and a lot of money and would reach my goals faster. That’s what I hope this workbook will do for you, be a catalyst to your success as an entrepreneur. Godspeed on your journey!

-Greg

***BEFORE YOU ESTABLISH ANY ACCOUNTS, DO THIS FIRST***

***PASSWORD MANAGEMENT*** This is HUGELY important. I use Keeper and LastPass they are both an app and web based password management. I use Keeper for personal and business passwords, it costs money (absolutely worth it) and helps me stay organized with my passwords so I don’t have to waste time to keep resetting passwords if/when I forget them. I’ve used also used LastPass, but I find it’s functionality to be subpar with an assistant or team. You can also use Google Chrome Passwords or Apple Passwords.

My Million Dollar Idea

First thing’s first. Think of the business you want to start. Do some basic research of the current market, competitors, initial investment and possible ROI. Also think about an exit strategy with delegation of tasks, succession of leadership, or selling.

What business do I want to start?

Who are my current competitors?

What are the current market conditions?

How can I differentiate myself in this space or disrupt the market?

What is my exit strategy?

What is the potential initial investment and what is my potential timeline and ROI (return on investment)?

What entity do I want to become?

Entity Types…straight from the horse’s mouth (aka the IRS)

https://www.irs.gov/businesses/small-businesses-self-employed/business-structures

Naming

Now think of a name, in fact, think of multiple names. Write them all down, brain dump everything. Now order them into your favorite to your least favorite. Commence Googling! There are a few sites you want to check.

NAME DUMP:

_________________ _________________ _________________ _________________

1. Google in general to see what pops up that’s similar to your names. (keep this in mind for SEO purposes as well)

2. USPTO to prevent any copyright infringement or if the name exists in your industry or with the government at all.

https://www.uspto.gov/trademarks/search

3. State: does that name exist in your state’s list of businesses? Visit your state’s Secretary of State website and search your desired name under businesses/corporations to ensure it does not exist within your state. Here’s the directory:

https://www.thebalancesmb.com/secretary-of-state-websites-1201005

*If it does exist, go to the next name in the list.

*If it doesn’t exist, proceed to the next step!

Official Establishment

Apply for an EIN with the IRS (this is free to do): This is essentially the social security number for your business. DO NOT LOSE THIS DOCUMENT. SAVE IT AS A PDF AND PRINT IT, it’s difficult to recover.

https://www.irs.gov/businesses/small-businesses-self-employed/apply-for-an-employer-identification-number-ein-online

Register your entity type with your state (this will probably cost money).

For example, an LLC will have an Articles of Organization that needs to be filed.

You’ll also elect how you want to be taxed. For example, you can be an entity as an LLC but taxed as an S Corporation. This will depend on your specific business, state tax laws, etc…please consult with a tax professional before making a decision. Some things are difficult or impossible to reverse once submitted and will delay your success!

Register your business with your state/town with any licenses needed

For example, if you are reselling items, you’ll need a Sales and Use Tax form to avoid paying taxes on your COGS (cost of goods sold). Or if you’re a service based business, apply for any appropriate certifications or licenses that are required for your business.

Get a DUNS numbers via Dun & Bradstreet. You don’t have to pay for anything, just establish a DUNS number (but they will pressure you to buy a membership, so watch out). This is slowly being not utilized as much, but its intent is for business credit worthiness.

Domain, Email/Phone Number, Data/Password Management

Now that you have a name and you’re officially established with your state, it’s time to secure your domain!!!

Secure your domain (I use GoDaddy.com to get my domain name, they have incredible customer service. If your domain name is taken, think of a few variations of it. You can hyphenate your domain name, make it .globe, .net, etc…
Get an SSL certificate (additional cost) so your website has the little “lock” symbol next to it. Makes it more secure and creates more trust with your customers when they visit your website.
Determine how you will be building your website. You can use GoDaddy, Wix, or WordPress to name a few. Also figure if you will need an ecommerce platform or not (usually costs about $30-$40/mo regardless if you use GoDaddy, Wix, WordPress, or Shopify). You can use Shopify to build your site as well, but it’s more tailored to if you need a payment platform.
Determine your email management (G Suite, Apple iCloud, Microsoft Outlook, etc). I’m a huge Apple fan, but I use Google G Suite because it’s most universal, especially for onboarding future individuals (who may not have Apple). Here is a link to G Suite. I use the Business Standard program ($12/mo). They have the Business Starter as well for $6/mo and the Business Plus for $18/mo.
Determine Your Data Management: This will include any and all files for your business as well as password manager for your accounts. Again, I use G Suite, which includes Gmail for email and G Drive for all my data. I also use Apple iCloud and pay for both Google and Apple storage, but I like to have backups.
- Create folders in your G Drive (business documents, banking documents, tax documents, client documents, logo files, etc…) Create this foundation in the beginning, adjust as needed. Trust me, it’s important to stay organized!
- Figure out where you also will take and maintain notes as well (digital vs handwritten)
Get a business phone number. Google offers one for free (I do not recommend it as it sucks). I use Sideline which is about $15/mo but absolutely worth it. You get a business phone line via an app on your current phone (so you don’t need to carry around 2 phones) and when someone calls, you’ll know it’s a business call so you can answer more professionally. You can also text, send media, and set up a separate voicemail.

Social Media

Time to grab your social media handles!!! I would get all of them, even if you don’t use them right away at least.

Facebook: __________________
Instagram: __________________
TikTok: __________________
YouTube: __________________
Twitter: __________________
Pinterest: __________________
Snapchat: __________________

*Remember to record all your login and passwords into Keeper

Banking and Accounting

Accounting platform: Determine how you will quote and invoice your customers (this is ultimately your payment method). If you have an ecommerce site, you’re good to go-ish. If not, I recommend using Quickbooks (get 50% off and a $50 gift card 🙂 with my link)
Determine who you want to bank with and which companies you want credit cards from. I started with Capital One Spark Business (but they deleted their app and their integrations don’t work consistently). I kept them as a backup bank and started business banking with Chase. They have veteran preferences and awesome customer service.
Credit Cards: You will need lines of credit and I highly recommend building business credit (as well as building personal credit, but that’s for another time). Might as well rack up points, aka free money, when you’re spending for your business! I have business credit cards with American Express (my favorite, best customer service), Chase Bank, and Capital One. I also have the Apple Card and use it for business since I have expenses through the Apple Store/iTunes and because I buy all Apple products and want the 3% cash back on them. Here are the links for them:
Remember to order checks after you set up a bank account, you’ll need blank checks potentially in the future.
When it comes to building business credit, you should also become familiar with Dun & Bradstreet. Again, you don’t have to pay for anything, just establish a DUNS number.
When you have enough money, the first person you should hire is an accountant and/or CPA!!! *I’ll be happy to refer you to mind if you’d like.

Logo & Graphic Design

When creating a logo, it’s important to think of a lot of factors. Readability, font and color choice, taglines, flexibility (think Nike logo with easily changing one color and one symbol vs a complicated font like Mozilla Firefox (gradients, multi-colored, etc)). Do you want an image logo, a text logo, a combination of them, or initials? Contact Lunar Branding® for a complete brand guide that will get you the following! (or develop on your own). You want flexibility so when it comes to creating your merchandise, you want a logo that can be screen printed, laser engraved, embroidered, etc…and each decoration, say on a pen vs on a shirt, you may need a different orientation of your logo (vertical vs horizontal). You can also hire your own graphics design team from DotYeti.

***Create vector art files (these are created in adobe illustrator and are .ai files. They can be .png, .pdf, .svg, .eps, but ensure that they are vector art, not bitmap. Vector art, when stretched, has smooth lines. Bitmap (like .jpg) when stretched, pixelates your image.***

Font (get exact font names):
- Primary:____________
- Secondary:___________
Colors (get exact color codes, PMS/HEX/CMYK/RGB):
- Color 1:___________
- Color 2:___________
- Color 3:___________
Imagery Ideas:

_________________ _________________ _________________ _________________

Graphic Design:

This can be as complicated or simple as you decide to make it. I use the Adobe Suite (photoshop, illustrator, etc) to create vector art files and when dealing with more complicated designs. However, there are simpler tools out there!

Canva is my favorite! Very simple and user friendly. I use it to create social media posts and email campaigns.

Branding:

Now let’s think of your brand. What kind of theme will you have? How will you be interacting with your customers? Ensure you have an FAQ page on your site and an “About Us.” Feel free to look at mine as examples.

Theme:

Mission Statement:

Core Values:

Taglines: *When creating a tagline, write down one full sentence of what your business does, then keep chopping off words until you have 3-5 words that still make sense. Think; Nike – Just Do it, McDonald’s – I’m Loving It, Lunar Branding® – Stellar Custom Merchandise

________________ _________________ _________________ _________________

_________________ _________________ _________________ _________________

Tools and Systems

Calendar Management

As an entrepreneur, you will be scheduling lots of calls and meetings. I highly recommend you get a calendar management tool and link it to the calendar you plan on using (Google Calendar, Apple Calendar, Microsoft Calendar, etc.)

Calendly is a phenomenal tool. You can use it for free or pay for it’s top membership at about $12/mo (I have the paid version and it’s an incredible time saver).

Project Management

You will undoubtedly have tons of tasks and projects to manage. You can use free tools like sticky notes on your desk, or digitized tools like task reminders in your smartphones…but I recommend a project management tool if you budget allows. I use two

Notion – best app hands down! Web and phone app, incredible organization. I highly recommend you use this for all final copies of your business documents (use G drive as a dumping ground of working files). Notion incorporates AI, has numerous templates, and once master, will help foster massive productivity.
ChatGPT – learn it, use it, it’s immensely powerful and can do ALOT
Monday – web and app based, absolutely incredible tool (I no longer use this tool, but it can still be beneficial)

Credentials:

Veteran Owned Business – https://vip.vetbiz.va.gov/
- Use this to register your business as a Veteran Owned Small Business (VOSB) or Service Disabled Veteran Owned Small Business (SDVOS). It’s a lot of paperwork, submitted electronically, and then once approved you will get a seal to use and be able to bid on government contracts.
Other credentials to get a seal for your business include, but are not limited to Women Owned Business, Minority Owned Business, and LGBTQ Owned Business. Credentials can vary by state and even town so it all depends what you are needing to use it for. I use my SDVOSB seal mainly for marketing purposes to let my clients and customers know that I’m officially recognized as a Service Disabled Veteran Owned Small Business.

Email Marketing:

There are a lot of great options to choose from when it comes to managing an email list. Each option has its pros and cons of which will work better with your business model and more importantly, your integrations across all your business systems.

I use Mailchimp because of its simplicity and integrations with the other platforms I use (specifically Quickbooks) Canva, where I can create an image in Canva and have it pull directly into Mailchimp

Contracts:

Contracts, for team members or for NDA (non-disclosure agreements) can come in handy and even more so when they are created, sent, and signed digitally. There are a few good ones to use but I use Docusign.

Docusign in my opinion is a brand name and most commonly used. It’s very simple and easy to use. I recommend acquiring or writing the contract outside of Docusign, ensuring you leave the fields you want filled in and signed blank (i.e. name, date, signature line, etc) so when you upload it to Docusign, you can use its features to drag and drop the fields needed to be filled in.

Insurance:

You will most likely need insurance for your business, regardless of industry. Typical coverage is $1,000,000 general liability (but don’t hold me to that and do your own research based on your business!)

BONUS TIPS

I use Google Chrome and save all my links for quick reference, you can also put your links in folders on your bookmark bar.
For Apple users, I also use the keyboard shortcuts. So when I type ‘lb’ it automatically populates with ‘Lunar Branding®’ which makes things easier. I do this for my company name, websites, emails, social media, hashtags, etc…comes in very handy and applies to all of your Apple devices connected in your iCloud.
Keep in mind your overhead and how much your spending per month/year, how much you’re making, avoiding debt, profit margins, etc…

Again, congratulations on taking this first step! I hope this workbook has helped you on this endeavor. I’m here for your continued support.

Shoot for the Moon!™

Greg Gregorian

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The Ultimate Startup Manual

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