What Small Business Owners Wish They Knew Before Starting Out, According to a Survey

Starting a business takes more than passion. Many new small business owners and freelancers run into obstacles they didn't see coming—from working long hours to getting burned by vendors or underestimating costs. A recent survey of 1,000 small business owners conducted by Talker Research on behalf of HP reveals some of the most common struggles they faced at the beginning—and what they wish they'd known from day one.

The biggest challenges new small business owners face

Every business has its bumps in the road—but knowing what's likely to come up can help you prepare and avoid some common headaches. If you're just starting out, being aware of these challenges could make your first steps a lot smoother.

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1. Misjudging costs and cash flow.

Financial surprises hit early and hard. Over one in three business owners (36%) said they underestimated how much it would cost to get their business off the ground. Managing cash flow and staying on top of expenses proved to be one of the toughest early lessons.

2. Lack of support and marketing power.

Nearly 3 in 10 (29%) said they wished they had more support or could've done more to promote their business when they were starting out. Whether it was limited time, budget, or know-how, many felt they missed early opportunities to grow their audience.

3. Work-life balance takes a hit.

Building a business often means putting in long hours. Over one in four (27%) said maintaining a healthy work-life balance was a real struggle. The survey found that new business owners worked an average of 50 hours a week, with some clocking 60–70 hours or more. Juggling everything from sales and operations to customer service meant many were effectively doing the work of three full-time roles.

4. Getting burned by vendors or partners.

Two in five (38%) business owners said a vendor or partner let them down in a way that seriously impacted their business. That's one reason 79% believe having a trusted network is key to success. In fact, most rated strong partnerships as more important than even having sufficient cash flow (76% vs. 64%).

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5. Confidence takes time.

It takes about two years, on average, for new business owners to feel confident in their role. Those early years are filled with trial and error—but they're also filled with growth. In fact, 41% of respondents said they wouldn't change anything about their journey, because the hard parts helped them grow stronger and more resilient.

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What really helps small business owners succeed?

Starting out on your own is tough—but having the right people around you can make all the difference. Whether it's a dependable vendor, a mentor who's been through it before, or a tech partner who's got your back, many small business owners say their support network played a big role in helping them succeed.

The truth is that even one tech glitch or security issue can throw a wrench in your day. Lost time, missed clients, or unexpected online threats are the last things you want to deal with when you're trying to grow.

That's why having a trusted partner for your technology and cybersecurity isn't just a nice-to-have—it's something you need from the start.

Bitdefender Ultimate Small Business Security was built with businesses like yours in mind. It protects you from scams, data breaches, and other online risks that could quietly harm your work. It's easy to use, works across your devices, and gives you the confidence to focus on what matters most: building your business.

Check out our plans for small businesses.