A Shop of My Dreams

[The Wizard of BC]

If I can relate a bit from my personal experience.

Find your niche - that thing that sets you apart, or different or better than everyone else.
Be able to describe your niche on one sentence. That is your tag line. It is the answer when someone asks "What do you do?" If it takes more than 30 seconds to describe, you should perhaps get the answer a little more defined in your own head.

Stick to your niche. No one can be everything to everyone.

Don't worry when someone walks in and says "Oh, I didn't even know you were here". This does not mean that you have in some way failed to advertise or promote your business enough. What it usually means is that that person did not think to look for you before.
If someone is looking for something they will find you. Don't spend all your time and budget making sure that everyone in town or on the web knows your name.

You don't need a flashy website, you don't need a glitzy store in a high end part of town, but there is one thing you cannot do without and will go broke if you don't have it. A good reputation.
You cannot make a good reputation. You have little control over your reputation. Your reputation is what one person says about you to another person when you are not in the room.

If you have a good reputation, you have it. You can also lose it in a heartbeat. If you lose it, the chance that you will ever get it back is very slim.

Ignore anything said by anyone who is not in control of your business. Forget experts if they are not in the same business. I get, on average, 30 to 40 emails and phone calls every single day. People offering me website Search Engine Optimization, offering to lower my costs, offering me space at their business seminar.
Not one of these people have a vested interest in my business. If I go under they are not out anything. So, yes, I will listen to their ideas and proposals - If, and only if, they will pay me my hourly labor rate to stop running my business or making my product.

In fact don't even listen to me or anyone else on this thread. If you want to start, operate and take responsibility for a business -
Then go do it. Don't let anyone or anything stand in your way or stop you.

In fact, if you don't already have the key to the front door, have already unlocked the door, and are ready to turn on the lights, then you are either 1. not an entrepreneur at heart. or 2. Not ready in your own mind - to risk your life, the lives and wellbeing of your family, your health, and perhaps even you own sanity, an perhaps should stay at your job.