This article presents question and answer advisory related to mistakes not to make when starting a business. Do not misjudge the consumer's desire for one's product. One should not underestimate how much time one's business will require. In the early years, the business will take a huge amount of time and effort. One should not set the price of the product or service too low. Cheap prices can actually turn people off, implying poor quality. One should not underestimate the capital required. One will be assuming responsibility for the financial and, to some degree, emotional well-being of one's employees.