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The Ultimate Reading List for Starting a Business

Everything you need to know about funding, launching, and marketing the business of your dreams.

Ali Finney

Read when you’ve got time to spare.

An “aha” moment. A hole in the market. A creative breakthrough. Every business begins with a single idea, but the decisions entrepreneurs make after that are what determines whether that idea becomes a profitable business.

As the content director at Create + Cultivate, I preoccupy myself with how to help people transform their big ideas into businesses that make a positive impact. And in doing so, I spend a lot of time online researching the ins and outs of putting down entrepreneurial roots—and am excited to share some of the most essential resources I've found.

This curated list of articles and guides will help you navigate specific obstacles as you prepare to launch the business that only you can launch. Because whether you want to open an Etsy shop, go freelance, or bootstrap your big idea, it’s an exciting time to strike out on your own and invest in yourself.

How to Do Market Research: A Guide and Template

Ali Finney: “Market research is an invaluable skill for any founder. Knowing your audience will help you deliver them the very best product, so channel your inner student and start learning.”

I've Been a Small Business Owner for 7 Years—These Are the 4 Tools That Make an Impact

AF: “It may sound complicated, but putting together a tech stack really just means choosing the platforms that will help your business run day to day. Here, a seasoned business owner shares the four tools that make the biggest impact for her brand.”

Where to Find the Right Investors That’ll Take Your Deck From Pitch to Closing

AF: “Jaclyn Johnson, the founder of Create + Cultivate, can help you hone in on exactly how to craft your business pitch—in just four easy steps. Seriously.”

The Ultimate Guide to Building a Successful Brand Strategy

AF: “Like people, brands have personalities. Make sure yours has a good one right from the start.”

Small Business Marketing 101

AF: “You have something great to offer—you just need customers. Discover the meaning of inbound marketing and how to reach buyers by mapping out your channels and tactics.”

How to Set Business Goals (+ Achieve Them!)

AF: “Posting. Tweeting. TikToking. They’re all part of running a successful venture in 2023. This little guide will keep any new founder from feeling overwhelmed by social media.”

8 Women in Venture Capital Share Their Best Fundraising Advice for Female Founders

AF: “Women-founded companies captured 6.9% of U.S. venture capital in 2022—the highest percentage in a decade. However, there’s still work to do. Here, women entrepreneurs offer their best fundraising tips and tricks.”

Accelerators for Small Business Owners

AF: “Need money, time, and/or mentorship to make your idea a reality? These accelerator and grant opportunities offer those resources in spades—so start applying.”

9 Things No One Tells You When You’re Starting a Business

AF: “There’s a general process to follow when starting a business, but most entrepreneurs will agree a standard rule book just doesn't exist. These nine surprising insights will help you skip a bump or two on the road to success.”

Ali Finney

Ali Finney is the Senior Content Director at Create & Cultivate, where she oversees the brand’s content strategy across the website, social media, email, and podcast.