If setting up a business sounds like a straightforward process, with establishing a company, email and domain name; the hardest part is defining your brand and who you’re going to serve.
Having a personal brand will set you apart. Not only for working with your ideal client but also from the brand story. Unfortunately, when I asked my florist friend about her story, she couldn't say. She works very hard to chase clients when opportunities present themselves and hasn't got an ideal client in mind.