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In honor of Black Business Month, we’re so excited to announce our new mini advice column with Brianna Arps, the CEO and founder of award-winning fragrance brand MOODEAUX. Every Wednesday in August, Brianna will share her tips for building a business from the ground up.
Before launching MOODEAUX, Brianna spent 10+ years writing for major publications like Refinery29, ESSENCE, Us Weekly, INSIDER, and Elite Daily. After getting laid off in 2018, she became an “accidental entrepreneur,” and now she’s spilling her business secrets. 🤫
Next up: How to start your business (without breaking the bank) in six steps.
Analysis paralysis is one of the sneakiest, most common dream killers—especially for future business owners.
Too often, those who set out on an entrepreneurial pursuit find themselves so tangled up in the “what-ifs” (e.g., ”What if my idea isn’t perfect?” “What if I’m too late to market?” “What if I flop and embarrass myself?”) that they stall before ever getting started.
However! The truth of the matter is, you don’t need a finished product to hit the gas on building your venture. In fact, 90% of the smartest moves you’ll make happen long before launch day. Stealth mode is your friend. It’s a strategic tactic aimed at laying the groundwork, so your biz has the best chance of being successful.
If you’re ready to overcome your fear of making the wrong choice and overthinking in general, try these steps!
1. Put it in writing (with yourself, too)
Before you touch logos, packaging, creative, etc., I recommend getting crystal clear on the rules of engagement. Spell out ownership, intellectual property, compensation expectations, and even what happens if someone decides to walk away.
If you’re flying solo, this might look like a simple memo to self. If you’re building with partners, it should be a founder’s agreement. Either way, you’re not just protecting your future self—you’re showing yourself (and others) you’re dead-serious about seizing the opportunity.
2. Secure the name and legal basics
Please, please, PLEASE conduct a trademark search before you get attached to anything. That’s way too risky—trust me! Register your business thoughtfully (a.k.a. don’t just form an LLC because you don’t wanna research other alternatives), open a separate bank account, and set up simple bookkeeping systems. None of it is glamorous by any means, but getting it done now will save you money, stress, and credibility later.
3. Shape your brand identity
You don’t need a polished brand book yet, but you do need to map out your vision. Write down the business’s mission, draft your founder story, hop on Pinterest, and create a moodboard. Nothing is or will be permanent at this stage, as refinement is crucial, but at least you’ll have some consistency to build upon when you emerge publicly from stealth.
4. Establish a public footprint
Deploy a one-pager with an email capture, post on social, and tease your “why” or share behind-the-scenes snippets. Done right, this will center your authority, generate excitement, and establish a waitlist to help validate the business’s hypothesis well in advance. It’s also an important step to gauge whether you should pivot or implement any tweaks for your full rollout.
5. Research like a detective
Stealth mode is prime time to dig into your space. Study your competitors (every single business has them), read reviews/forums, and actually talk to people about their frustrations. The patterns you uncover will prevent you from building in a vacuum and help sharpen your positioning.
6. Build your bench
No one goes far alone. It’s crucial you identify the mentors, peers, and experts who can fill in the gaps—whether that’s legal, financial, creative, or operational. Having your “bench” warmed up and ready before launch ensures you’re able to mitigate challenges while also setting you up for sustainable growth.
To summarize: Stealth work isn’t wasted work. It’s where the real foundation of your future business is established. By the time your product is truly ready, you’ll already be equipped with clarity, systems, and a supportive community in place.
xXBA
MORE ADVICE FROM BRIANNA
"How Can I Tell the Difference Between a Hustle, a Passion, and a Business?"
3 Hard Lessons I Learned in the First Year of Business
The $15,000 Mistake That Almost Cost Me My Business
