What to do when fear prevents you from acting?

I don't have enough experience yet

Staying too long at the theory and preparation stage is not the best solution. While you are studying some aspect of the business, it may become irrelevant. Trends, consumer needs and laws change. For example, in 2020, most entrepreneurs were required to use online cash registers. Therefore, stock up on a minimum set of knowledge and immediately get down to business.

Many things are learned better through practice. You can try to work a little in the area in which you are going to open your own business. Look at how the business works from the inside, learn something useful and note what mistakes it is better to avoid.

Andrey Paukov

Co-founder of the creative agency Zebra Hero, co-founder of the French language school Excuse My French / Moscou.

In my experience, there are two options for starting your own business:

1. Go all the way from the very bottom. This is what happened to me with Zebra Hero. At first, my partner, agency co-founder Artyom Tsaregorodtsev and I were just freelancers who create videos and work in the office at the same time. Gradually we realized that inventing and filming is not just a hobby for us, but a favorite activity that brings in more money than office work, and which we want to develop. Then we wrote a post on Facebook announcing the creation of Zebra Hero, received many orders and quit a month later.

Artyom came up with the idea, I filmed it, we produced it ourselves, and did the accounting ourselves. Gradually, the complexity and average bill of projects increased, we recruited people on staff, tried different work schemes. And now, 5 years later, Zebra Hero is among the top 15 best creative agencies in Russia. We work with large clients, we have 14 employees, and we employ about 100 more people for project work. We still continue to love our job and achieve new goals.

2. Find like-minded partners. Here the catalyst was the love for France. A couple of years ago, my wife, Yana Yartseva, and I saw the Instagram of a French language school, which attracted us with its philosophy. It turned out that she was in St. Petersburg. We waited for the guys to open in Moscow, and then we decided to offer them a partnership.

We discussed the conditions and divided responsibilities: infrastructure for us, educational process for the guys, advertising together. We had no experience at all in teaching French, and this is very good - we never argued on this issue. But we were able to find a beautiful room, which is located in the center, on Tverskaya Street, we made renovations there, helped improve the website and Instagram, and together we interviewed teachers. We are expecting our first students in August.

Fear number six: “My competitors will eat me!”

Yeah, and they won’t choke. They will also knock on you at the regulatory authorities and shit at your door. And then, when you finally go broke, they will dance on the bones.

In fact, healthy competition is only a plus. This mobilizes and pushes to action. Without competition, business stagnates and does not develop. After all, almost all innovations of modern companies are an attempt to beat their rivals and offer the client an ideal service or the best quality of goods or services.

In competition, the one who works best wins. In order to dispel this fear, let's turn to history. We won’t look far for examples—let’s take the end of the last century. Twenty or thirty years ago, everyone bought Nokia phones, used the Rambler search engine and watched Santa Barbara on Sony TV. Samsung or HUAWEI? - no, we haven’t heard. Great Wall cars? - What, do the Chinese know how to make cars?

Look at the market now. How many companies, whose positions were considered unshakable several years ago, have sunk into oblivion? Some went bankrupt, some were absorbed by a competitor. And this happens all the time. A good example is the Krasnoe and Beloe chain of stores. In some regions they are actually in almost every home and are crowding out the positions of Pyaterochka and Magnit. But the network also once began with one store. Here are your competitors. Are you still afraid of them?

If we haven’t convinced you, read the article by InSales University on how to beat your competitors . We're sure it will help.

I doubt I can lead the business to success

Everyone has small experiences. But real fear of failure can be paralyzing: you will sit, think about an unsuccessful outcome, and never change anything. It's better to fight it.

Psychologists recommend overcoming yourself and using force to do what you are afraid of. Don’t be shy to ask your friends for help and turn to specialists if you don’t know something. Look for inspiration in other people's stories.

You can find cool stories about successful startups and secrets that will help you develop your business in the Lifehacker section “Your Business.”

And don't forget: everyone makes mistakes. The main thing is to prepare for the start: decide what you want to do, analyze the market and correctly formulate the goal.

Andrey Paukov

When we started Zebra Hero it was very scary. We understood that we have a very tight market and that we need to hold on to every client, no matter what strange comments he makes and no matter what agreements he violates. We were afraid that if we had a fight with someone once, word of mouth would spread to everyone that these guys were unprofessionals and it was better not to work with them. In order to close some screw-ups, sometimes I had to work until the morning, draw conclusions, and then step on the same rake again. Probably, even now, starting a new business, we would behave in exactly the same way.

After 5 years, we realized that not all clients are equally useful, and now we refuse half of the briefs. Simply because we understand that we will not be able to work together with this customer and nothing good will come of it. Of course, when all the processes are in place, there is a lawyer and a financial director who help to defend our rights with arguments, when we are known in the market, work has become much calmer. But, of course, we do not stop developing and strive to reach new heights - we want to make films and TV series. Tasks become more complex and more expensive, responsibility increases, so every time we confirm a new project, we worry about it and try to provide for everything. It's normal to be afraid for what you do.

Fear five: “We have a complete bureaucracy. There is no way in hell I can sort through a pile of papers!”

What kind of papers? It's the 21st century. Most of the bureaucracy has been moved online. You simply register an account on the tax website and do everything through it. It's very simple. No more difficult than shopping in any online store.

Now pay attention. In order to open a business as an individual entrepreneur, three pieces of paper are enough. This is an application for registration as an individual entrepreneur, a notification about the choice of a special tax regime and a notification to Rospotrebnadzor. This is all. Then you will need to submit declarations - once a year or quarter, depending on the tax regime. There are no piles of documents, heaps of papers in sight. Everything is extremely simplified.

Yes, it’s more difficult with legal entities. We need a charter, minutes of meetings of the founders and a number of other documents. But now there are a lot of companies that will be happy to prepare all the documents for you. For a small fee, of course. For example, a package of papers for registering an individual entrepreneur costs on average 1000 rubles . Declaration of UTII - 500. The first time you order from the company, and then make a copy for yourself and next time fill it out according to the sample and likeness. And we move on to the next phobia.

What if I invest all my money, but don’t make a profit and end up in debt?

Start preparing to open your own business by drawing up a business plan: it will help you understand what initial capital is needed, what you can save on, and how not to go into a huge minus. You can try to do this yourself—Lifehacker has detailed instructions—or hire a business consultant.

The next stage is capital accumulation. Here you can:

rely on your own strength and earn money for your business by saving part of your salary;
take out a business loan;
attract investors.

In the first months, the business may not bring profit. To keep the difference between invested and received funds small, try to save where possible. For example, instead of a full-time staff, hire remote employees.

Andrey Paukov

In Zebra Hero the scheme was very simple. I started an individual entrepreneur and entered into contracts with clients for small amounts. We immediately had a freelance accountant who helped us create an agreement template and suggested when we needed to submit the reports. We kept a table in GoogleDoc “Financial Balance” - we entered there the amounts we received and spent. When the amounts began to grow, this scheme became absolutely impossible and painful. Then we hired an accountant and formed an LLC. With large clients, it is unrealistic to do the accounting yourself.

To do business and not worry, you need to pay business expenses not with cash or a personal card, but with the help of a specially created account. Then you won’t be confused between personal and corporate expenses.

It is better to get a card designed specifically for business; it will have additional functions. For example, Mastercard BusinessCard® allows you to control all company expenses: from office expenses and employee business trips to state duties and taxes. You can set a cash limit on the card so as not to go into the red and simplify bookkeeping.

Apply for a Mastercard BusinessCard® card

The main reason for fear of starting a business

In fact, many people dream of opening their own business. But only a few gather the courage and try to become entrepreneurs. Why is this happening, since the current economic situation does not create any special obstacles for this? Many successful people today started their business literally from scratch. They, unlike others, managed to overcome their fear, cast aside doubts, and overcome self-doubt. Those who could not do this continue to go to boring jobs, receive pennies for their work and only dream of a happy future.

Of course, there are people who are completely satisfied with their situation. They are satisfied with their income level, they like their job, and their bosses are loyal to them. In this case, the question of changing activities does not even arise - and this is not at all a matter of fear of business. Why, if everything is fine? But if the situation is different, if a person hates his job, has conflicts with management and colleagues and simply dreams of opening his own business, he first of all needs to cope with his fears.

I have no connections. I'm afraid I can't do it alone

You can develop your business on your own. Now there are all the conditions for this, for example, various online assistants. With a website builder, you can create a personal company page without the help of a designer or programmer, and you can entrust accounting to a remote specialist contractor. You will be able to save on staff and spend the freed money on business development.

Andrey Paukov

We made the website for Zebra Hero using the Squarespace online designer. It hasn't changed much since day one, but it still looks cool and relevant. This is a simple, minimalist portfolio where we post our best work.

The website is the face of the company, we try to always keep it up to date. The projects that we have in our portfolio are works that we are proud of and would like to repeat them again.

The Mastercard BusinessCard® card can be connected to the Business Bonus program. For every purchase for the cause you will receive points: 1 transaction - 1 point. You can spend the accumulated points on development. For example, hire a business promotion specialist and economist at a discount, or get a free online cash register setup and create your own beautiful website.

I'll do everything, but not right now

Procrastination is the main enemy of any entrepreneur. Sitting around and waiting for the perfect moment can be dangerous. Firstly, it may never come. Secondly, while you are postponing everything for later, others may take your place.

There are several ways to overcome procrastination:

Think about the goal, not the way to achieve it. Usually it’s the process that scares you, so the matter is put off for a long time.
Don't give yourself deadlines. If you don’t have time to do something by the scheduled time, you will get upset and completely forget about work.
Break a large task into small ones. The simpler the task sounds, the easier it is to take on it.
Use the rule of inertia. Start doing one thing and you will move on to the other automatically.

Andrey Paukov

It seems to me that it is better to conduct any business with reliable partners and not let each other relax. Set goals, KPIs, support and offer new ideas. I'm lucky to work with very nice people, and there's simply no time left for procrastination. Postponing the problem until later means losing money or opportunities. The idea that there is no one behind you and that you are ultimately responsible for the result is the most important motivating factor.

Holders of a Mastercard BusinessCard® card connected to the “Business Bonus” do not need to postpone the development of their business until later. You will receive the first 30 points simply for registering in the program. They will be enough to pay for several services at once. For example, for 2 bonuses you can place a premium advertisement looking for an employee on HeadHunter for free.

Subscribe to the Business Bonus program

What else could cause fear before starting a business?

Fear of failure.

Many people are hesitant to quit their job and start their own business because of the fear of failure and subsequent problems. After all, work, even if it is unloved, is, first of all, stability. Not everyone is able to give up stability and dramatically change an already established life. But if you want to start a business, this fear must be overcome.

There are several ways to do this. For example, you can concentrate on something that is constant: family, friends, hobbies. After all, no matter what happens in the future, all this will remain with you in any case. The support of loved ones will help you overcome your existing fears. Also, think about motivation. Not only will you be doing something you really enjoy. You will also be able to gain the respect of others, get rid of control from your superiors, and develop as a person.

Fear of remaining in poverty.

Dealing with this fear is not that difficult. The main thing is to create a certain safety cushion for yourself and quit only when a certain amount has been accumulated, allowing you to live without problems for several months. Remember that great success is almost always preceded by difficulties, and that developing a business takes time in any case. Determine the amount of upcoming expenses, estimate the expected profit taking into account unplanned expenses. In short, draw up a detailed business plan.

Fear due to low self-esteem.

Often the fear of starting a business is associated with a person’s lack of confidence in his own abilities. Comparing himself with successful entrepreneurs, he thinks that he cannot become the same due to the lack of necessary knowledge and relevant experience. But knowledge and experience are acquired. But negative attitudes are often the cause of failure. A constant fear of mistakes either leads to inaction, or generates these same mistakes.

You just have to believe that you deserve more than you have. We must learn to love ourselves with all our strengths and weaknesses, and gain self-confidence. And under no circumstances should you listen to those who doubt your abilities - this will sow doubts in you too. Just strictly follow your chosen path - and you will certainly achieve success.

Fear that business will be boring.

Here the problem is solved simply. It is not at all necessary to do what you do not like, even if these areas of business are considered prestigious and popular. Build a business around your passion, and you will receive not only financial benefits, but also truly interesting work. Are you into antiques? Open a specialty store. Do you know how and love to cook? Get into the restaurant business. Is your long-time hobby mountaineering or river kayaking? Organize a tourist club for the same lovers of extreme recreation.

Fear of losing experience and pension savings.

Many people are afraid of this. Or they simply prefer to quietly grow their career ladder. But if you think this way, and listen to similar arguments from friends and relatives, then think about this:

By organizing your own business, you will gain invaluable experience, which will be useful even if the idea does not work out and you have to get a job again.
The law on pension payments can change at any time, and who knows what pension awaits you in the future?
What is career growth compared to the opportunity to head your own company?

Such fear of starting a business can be easily neutralized by acquiring a special bank deposit. Even a small business brings a certain profit, which means it makes it possible to save money monthly for the future, and also receive interest on this money. If your company becomes truly successful, then you will have income even after you decide to retire.