1. Mitigate risk
2. Corollary of #1: never take a client providing over 10% of your annual revenue, or table personal assets to grow
3. keep your legal positions clear: talk with contract, copyright and trademark lawyers early
4. keep your tax strategy clear: talk with regional corporate accountants, and customs brokers early
5. Prioritize revenue: without a profit-mode your project is not a business
6. Corollary of #5: provide _paying_ customers value they are happy with, or cull the project
7. Manage or be managed: you are running a business, and not a charity. There are several styles for doing this, and no way is perfect. Often hiring friends is a mistake, as when serious money starts to flow people often revert to their primordial rodent brains.
8. Marketing: your conversion rate is below 1.7% ? than adapt/cull the project…
9. low hanging fruit is usually rotten: if it is something some kids can _appear_ to copy to make a quick buck, than the market will quickly fragment. a.k.a. “chasing the long tail” of market distributions is financial suicide
10. admit you can’t know every scam, and accept as a business there are always losses. As a small entity you are vulnerable to all sorts of legal, technological, and personal attacks. Technical people often think being smart somehow immunizes them from cons some sociopaths mastered... it doesn’t... talk with people, and you will see this is a very common bias.
11. With shareholders one must acknowledge the structures of power:
https://www.amazon.com/Dictators-Handbook-Behavior-Almost-Po...
12. post failed projects on your website as bait, so when the business-intelligence people show-up looking for soft-targets... they too can enjoy the losses... nothing more enjoyable than watching irrationally competitive opportunists go bankrupt pumping money into something you wisely abandoned. ;-)
I wouldn’t call my entities successful by “startup” standards, but they have remained profitable for over 14 years... and they are mine.