Never start with paid campaign strategies until you get a good grasp of keyword research. Do things in their proper order and do each of the steps properly so that you can get the high rankings that you want in search engines.
In essence, here is a great way to think of superior business planning. Imagine you are taking a road trip from California to New York. No planning ("flying by the seat of your pants") would involve you getting in the car and driving "East" on every freeway you come across. Adequate planning would involve mapping out your course, planning where to stay overnight, where to eat, sights to see, and so forth.
Before you start a catering business it is wise to put together a comprehensive business plan. It is important to set out clearly what you hope to achieve in business and to set measurable goals. Having a business plan will give you direction and keep you on a course for success.
The most important aspect of business planning (the "What does it all come down to?" part), however, is spending the time to do your research ("due diligence") and critically thinking about these various aspects of your business. Of course, it is impossible to anticipate every detail simply by spending time thinking and writing; it is for this reason that plans are referred to and viewed as "dynamic". However, the more issues and scenarios you are able to come up with ahead of time, the more prepared you will be to handle these as they arise.
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