Author: Melissa Siedlik, Director, Small Business Sales
Starting a business is exciting, but it’s not without its challenges. Every decision, from choosing a location to building a team, can feel like uncharted territory.
So, what does it really take to turn a dream into a business?
The best insights come from the people behind the businesses. The owners are navigating uncertainty, making tough decisions and learning as they go. Their stories show that passion, persistence and planning are just as important as any strategy or resource.
To bring those lessons to life, we connected with Sarah Spooner, owner of the successful Four Sisters Boutique in Omaha, Nebraska. Over the past decade, Sarah has grown her business from an idea into a thriving retail store with a strong in-store and online presence.
Her journey offers practical, honest advice for anyone considering starting a business.
Key Takeaways
- Start with a plan, but be ready to adapt
- Build a trusted support network early
- Expect challenges and long hours
- Test, learn and adjust quickly
- Choose the right partners to grow with confidence
Create a Business Plan (and Why Flexibility Matters)
Her initial advice is simple: start with a business plan.
Before opening, Sarah spent three years planning her boutique, researching trends and evaluating the market.
“Make a business plan and really follow it so you have a guideline,” Sarah said.
At the same time, she’s quick to point out that no amount of planning replaces real-world experience. Business ownership comes with constant learning, and flexibility is just as important as preparation.
Build Your Small Business Support Team Early
One of Sarah’s biggest early lessons was realizing she couldn’t do it alone. For new business owners, this is critical. You may be an expert in your craft, but you don’t have to be an expert in everything.
She built a network of trusted advisors that included an accountant, a lawyer, a bookkeeper and a banking partner. These relationships helped her make informed decisions and avoid costly mistakes.
Find people you can trust to handle the finances so you can focus on what you do best, Sarah said.
“That's how I started,” she said. “And it's been amazing to just have those relationships with those people from day one to now.”
Common Challenges New Business Owners Face (and How to Push Through)
Starting a business isn’t easy, especially when others aren’t sure you’ll succeed. Sarah launched her business at 26 and often found herself needing to prove her credibility.
She faced challenges securing a location because some landlords required a co-signer. Finding the right financing partner was another hurdle. And behind the scenes, she was working long hours to bring her vision to life.
“People didn’t believe in me,” she said. “That was probably the hardest part.”
Her experience is a reminder that persistence matters. Early obstacles are part of the process, not a signal to stop.
What Owning a Small Business Is Really Like
Before diving into growth strategies, it’s important to understand the reality of business ownership. If there’s one thing Sarah believes new business owners underestimate, it’s the workload. Many people think being their own boss is going to be easy.
“But it’s constant,” she said. “There’s always something going on behind the scenes.”
From payroll to operations to customer experience, the responsibilities don’t stop. Even when the storefront looks effortless, there’s significant work happening in the background.
That doesn’t mean it isn’t worth it, but it does mean going in with realistic expectations. In the early days, that can mean working 80 hours a week, Sarah said.
Why Testing, Learning and Pivoting Are Keys to Small Business Success
Not every idea will work and that’s okay.
Sarah shared an early event concept that didn’t go as planned. A holiday promotion aimed at bringing men into the store drew very little turnout.
But instead of viewing it as a failure, she treated it as a learning opportunity.
“We learned people liked free drinks,” she said. “So, we figured out how to use that for the next event.”
That test, learn and adjust mindset is essential for small business owners. Whether it’s marketing, product selection or customer engagement, success often comes from evaluating a failure and trying again.
How to Create a Customer Experience That Drives Repeat Business
In a competitive retail environment, the customer experience matters.
Sarah is intentional about every detail of her store, from the layout to the product selection to how customers are greeted when they walk in.
“My top employee rule is that you have to say ‘Hi, how are you?’ to every person that walks through that door. I'm very particular about that,” Sarah said. “I want it to be a happy, fun environment, and customer service is huge.”
She even refreshes store displays weekly to create a sense of newness for returning customers.
For business owners, this is a key takeaway: what you sell matters, but how you make customers feel can be the difference between a one-time visit and a loyal following.
How to Use Social Media to Grow Your Small Business
When Sarah opened her store in 2015, social media was just beginning to shape retail. Today, it’s central to her business.
Four Sisters Boutique has grown its following to tens of thousands and now ships products to nearly all 50 states.
But success didn’t come from a set-it-and-forget-it approach.
“Every year, it’s something new,” she said. “You have to stay on top of trends.”
From algorithm changes to new platforms like TikTok, social media requires constant attention and experimentation. Finding ways to stand out is harder now, but it can create opportunities to reach far beyond your local market.
When to Delegate: Why Small Business Owners Shouldn’t Do Everything
One of the most important shifts Sarah made was learning to focus on her strengths and delegate the rest.
“I’m good at a few things,” she said. “And I wanted to stay focused on those.”
By relying on experts for financial management and building a team to support daily operations, she created space to focus on growing the business.
For new owners, this can be a difficult but necessary step. Trying to do everything yourself can limit your ability to scale.
Learning to Lead: How to Manage and Grow a Team
Running a business also means leading people, and that’s a skill that may need to be developed over time.
Sarah admitted this was one of her biggest learning curves.
“Everyone communicates differently,” she said. “So, if there's something they're doing wrong, how do I approach them? Do they want to be pulled aside, or do they want to be told in the moment? I had to learn how to talk to my employees and be the best boss I can be.”
Over the years, she’s grown into that role, building a team and creating an environment where employees can learn and succeed.
How to Choose the Right Bank for Your Small Business
Alongside building a strong support network, Sarah emphasized the importance of finding the right banking partner early on.
“I talked to several banks,” she said. “But I wanted one that believed in me and understood what I was trying to build.”
For Sarah, that meant working with a bank that was willing to listen, provide guidance and support her with the financial tools she needed, from opening accounts to securing a small business loan. Just as importantly, she wanted a partner who took the time to understand her goals and grow alongside her business. She met with a banker at FNBO.
“And he believed in me,” she said. “It was great to talk to a bank that gets to know you. It wasn't just some corporate bank. They're actually local and wanted to do things together.”
As her business grew, so did the collaboration. FNBO has helped her navigate expansion, manage day-to-day finances and find new ways to work together.
For new business owners, it’s a reminder that a bank should be more than a place to hold your money. The right partner can provide expertise, perspective and support throughout every stage of your journey.
Final Tips for Starting a Small Business with Confidence
For those considering starting a business, Sarah’s advice is both encouraging and honest.
Talk to people. Learn from others. Pay attention to what works, and what doesn’t. And most importantly, be ready to put in the work.
“You have to have the passion and the drive,” she said. “If you don’t, it’s going to be really hard.”
But for those willing to commit, the rewards go beyond financial success, including building something meaningful to creating opportunities for others.
“I constantly worked for five years, nonstop at my store,” she said. “So the advice I give is to go into it knowing that you may not have a life for a little bit, but the positive result is so great. I have amazing employees that work for me. I love inspiring people. I love talking to people and giving advice like I am right now.”
Supporting Small Business Owners at Every Stage
Stories like Sarah’s are a powerful reminder of what small businesses bring to our communities: not just economic impact, but also creativity, connection and opportunity.
Whether you’re refining your idea or ready to take the next step, having the right support can make all the difference. FNBO’s tools, resources and solutions can help your business grow with confidence.
- You can hear more from Sarah Spooner on The Vault podcast episode that will drop on May 7.
- If you’re just getting started, below are answers to a few common questions business owners often ask.
Frequently Asked Questions About Starting a Small Business
What do I need to start a small business?
At a minimum, you need a clear business idea, a basic business plan and an understanding of your target market. From there, it’s important to build your support team, including an accountant, banker and legal advisor. As Sarah Spooner shared, having the right people in place early can help you avoid costly mistakes and make more confident decisions.
How do I know if I’m ready to start a business?
There’s no perfect moment to start, but readiness often comes down to preparation and mindset. Do you have a plan? Are you willing to put in consistent time and effort? Are you open to learning as you go? According to Sarah, passion and work ethic are essential, especially in the early years when the workload is high and outcomes are uncertain.
What are the most common challenges new business owners face?
New business owners often face challenges like securing funding, finding the right location, building awareness and managing time. Many also underestimate how much work happens behind the scenes. Sarah’s experience highlights that persistence, adaptability and a willingness to learn from setbacks are critical to overcoming these early hurdles.
How do I choose the right bank for my small business?
Look for a banking partner that understands small businesses and is willing to build a relationship with you. Beyond basic accounts, the right bank should offer guidance, flexible financing options and ongoing support as your business grows. As Sarah emphasized, working with a bank that believes in your vision and takes the time to understand your goals can make a meaningful difference over time.
About the Author
With more than 15 years of experience at FNBO, Melissa is focused on delivering results through high performing teams and a customer-focused growth strategy.
