Full Transcript

YOUR BUSINESS STARTER GUIDE

Thinking of Starting a Business Over 50? Read This First
A motivational workbook, honest pep talk, and practical guide to getting started – with a side of sisterhood.

By Susi Hogan, Kingstown Web Studio

Welcome

This isn’t your average business guide.
This is for the woman who keeps saying,
“Maybe one day…”

This is your one day.
Not to launch an empire (unless you want to).
But to listen to that spark.
To start something – just for you.

You won’t find jargon here. No sales funnels. No 10-step crash course in entrepreneurship.
Instead, you’ll find space to breathe, think, and believe.

This is part guide, part journal, part nudge.
You can scribble in it, come back to it, roll your eyes at it – and still find something that sticks.

And just so you know:

- You’re not too old.
- You’re not too late.
- You’re not on your own.

Let’s Begin

Write one sentence about why you’re here:

Write one word for how you feel about starting something:

Now give yourself credit for simply opening this guide. You’ve already begun.

What’s Inside This Guide?

- A chance to figure out your why
- Stories and quotes from strong women (some famous, some just fabulous)
- Exercises to help you move past the fog (mental and menopausal)
- Checklists and mindset tools to get you going
- A safe space to think, dream, and plan
- Encouragement without pressure
- Actionable steps – but always on your terms

Before We Dive In…

Here are a few truths I need you to carry with you:

1. Your experience is your superpower.
2. Brain fog doesn’t cancel out brilliance.
3. You don’t need to be techy, perfect, or fearless to start.
4. You’re allowed to want this – even if it’s just for you.
5. Starting doesn’t mean you have it all figured out.

Part Two: Why Now? Why You?

“I’m not starting from scratch. I’m starting from experience.”

You’ve done hard things before.
You’ve supported others, raised families, navigated grief, illness, identity shifts, menopause, redundancy – even loneliness.
And now? You’re still here. Still curious. Still quietly wondering…
“Could I really do this for myself?”
Yes. You could.
And this is where we start clearing the fog and reminding you why this is a good time – and why you are the right woman for it.

What Makes This the Right Time?

Because now…
- You give fewer damns about what people think.
- You’ve learned what matters – and what absolutely doesn’t.
- You’re likely not chasing titles, just truth.
- You want flexibility, autonomy, and purpose – not just another job.

And guess what?
More women over 50 are starting businesses in the UK than ever before.
Over 51% of new start-ups are led by women 50+, according to NatWest.
We’re not stepping back – we’re stepping up.

Reflection Activity: Your Why

Write it down. You don’t have to overthink it.
Why do you want to start something?
What part of you is this for?
Who do you want to become in this next chapter?

Prompt: If This Business Changed You, How Would It?

Would you feel more in control?
Would you feel more creative?
Would you walk taller, speak louder, smile more?

Write the version of you that you’re stepping into:
“She feels…”
“She knows…”
“She’s not afraid to…”

Inspiration Break: Strong Woman Spotlight

Tricia Cusden
Started her beauty brand Look Fabulous Forever at 65.
She launched it for older women, by an older woman – because she didn’t see herself represented.
Now her business has loyal customers worldwide and she’s still running it well into her 70s.

What to take from that?
You don’t have to be young to be relevant.
You just have to be real.

Optional Insert: “I’m Not Too Late If…”

Tick the ones that feel true for you:
- I still have ideas
- I want something that’s mine
- I don’t want to rely on others for money
- I want to create space in my life
- I want to feel like me again

Part Three: Blue Sky Thinking & Brain Fog Brilliance

You might have days where your brain feels like cotton wool.
You might also have flashes of clarity that feel electric.

Both are real.
Both are part of it.
And neither disqualifies you from being brilliant in business.

This section is your space to dream big, scribble ideas, and let things flow—without worrying about what’s viable or market-ready.

Prompt: If There Were No Rules…

What kind of business would you create?
What would your day look like?
Who would you help?
What would people say about working with you?

Don’t worry about how yet. Just write.

De-Stress Tool: Breathe & Break the Loop

If your mind spirals with thoughts like “What if I fail?” or “Who do I think I am?”
Use this visual reset:

STOP – PAUSE – BREATHE – REFRAME

Instead of: “I’ll never make this work”
Try: “What small step can I take today?”
Instead of: “There are so many others doing this already”
Try: “No one else can do it quite like me.”

Quick Wins: Brain Fog-Friendly Tasks

Even on low-energy days, you can move forward.
Here are a few simple wins to choose from:

- Write down 3 people you admire and why
- Set up a folder on your desktop for “My Business Ideas”
- Listen to one podcast or TED Talk from a female founder
- Draft a name idea – even if it’s silly
- Create a Pinterest board or mood board of your brand vibe

Part Four: Getting Practical – What Do You Need to Begin?

You don’t need a perfect plan.
You just need a place to start.
Let’s make this feel lighter.

Business Starter Checklist

- A name you like (doesn’t have to be final)
- A notebook, Trello board, or Google Doc to track your ideas
- A separate business bank account (once ready)
- Somewhere online to be found (e.g., Google Business, social media, or a website)
- A basic offer – what you’re doing and who it’s for

Reflection Prompt: What’s Stopping You?

Let’s be honest. What’s the fear or hesitation?
Write it down – then ask: is that voice helping me or holding me back?

Reframe Exercise: The Well-Meaning Voices

Sometimes it’s not just us.
It’s our partner, our kids, our friends.
“They mean well, but they’re making me doubt myself.”
Write one voice you’ve heard:
What did they say?
How did it make you feel?
Now reframe it:
What do *you* believe instead?

Part Five: The Wobble Zone

“You can feel unsure and still show up.”

Starting something new can feel exciting one minute… and like crawling into a duvet the next.
Especially when the doubts creep in:

“I’m too old.”
“What if no one takes me seriously?”
“What if I fail?”
“What if it’s just a silly idea?”

Take a breath. The wobble is normal. But it doesn’t get to steer the ship.
This section is here to help you name it, reframe it, and keep going anyway.

Activity: Name Your Fear, Then Flip It

Fear Says… / I Can Reframe It As…

“I’m too late to start.” – “I’ve seen enough to know what works for me.”
“I’m not techy enough.” – “I can learn – or get support. I’m resourceful.”
“I don’t know what I’m doing.” – “Most people wing it. I’ll figure it out as I go.”
“Others are already doing it.” – “Yes – but not in my voice, with my story.”

Now try one of your own:
Fear says: ________________________________________
I say: ____________________________________________

Your Wobble Plan: A Quick Reset
On days where you want to quit, revisit this page.

What helps me feel grounded?
(Walk? Music? Clean sheets? A friend?)

Who can I talk to who gets it?

What have I already overcome?

What did I promise myself when I started this?

Brain Fog Bonus
Sometimes the wobble is hormonal, not existential.
You don’t need to fix your whole life – you might just need magnesium and a nap.
Give yourself grace. Then get back to it.

Strong Woman Spotlight: Julia Child
She didn’t learn to cook professionally until her late 30s.
She didn’t write her first cookbook until nearly 50.
She became a household name after 60.

“Find something you’re passionate about and keep tremendously interested in it.” – Julia Child

Quick Pep Talk Box
“You don’t need confidence to begin. You just need a tiny bit of courage – and the right notebook.”

Part Six: The Interference Department

“You’re doing what now?”

There’s a particular kind of noise that shows up the moment you start doing something just for you.
It’s not always unkind – it’s often well-meaning. But it can knock your confidence.

“Aren’t you a bit old for that now?”
“But you’ve only just retired!”
“That’s a nice little hobby!”
“Do you even know how to do that?”

Some of it’s gentle disbelief. Some of it’s projection.
None of it gets to decide your future.

Let’s Prepare You for the Noise
Scripted Responses for the Well-Meaning Interferers:

What They Say… / What You Can Say…
“Isn’t it a bit late to start something new?” – “It’s the perfect time – for me.”
“Shouldn’t you just enjoy retirement?” – “This is me enjoying it.”
“That’s a lovely hobby.” – “Actually, I’m treating it as a real business – and I’m excited.”
“Are you sure you can handle it?” – “I’ve handled far more complicated things in my life.”

Now write one of your own:
They say: _______________________________________________
I say: __________________________________________________

The Emotional Interference: When Doubt Isn’t From Others

Sometimes the noise comes from inside.
“Why bother?”
“I should’ve done this 10 years ago.”
“What if it all goes wrong?”

We call that inner voice The Committee.
You can’t fire them – but you can stop giving them the final vote.

Your Inner Script:
“I hear you. I know you're trying to protect me.
But I’ve got this. I’m allowed to grow, even now.”
Signed,
A woman who knows her own worth.

Boundaries Activity: What I’m Listening To / What I’m Letting Go

Listening to:
– Encouragement
– Constructive questions
– My gut instinct
– Other women who’ve done it

Letting go of:
– Doubters
– Drama
– Projections
– That one comment I keep replaying in my head

Strong Woman Spotlight: Karren Brady
She was a football club exec in her 20s, but it’s her resilience and reinvention over time that made her stand out.
Boardroom. Baroness. Business champion.
Still evolving. Still showing up. Still answering to no one but herself.

Quote Box:
“Be strong. Be brave. Be humble. Be badass.” – Unknown

Part Seven: Strong Women, Real Stories

“If she can do it, maybe I can too.”

Sometimes, what you really need is to see someone who’s already done it.
Not to compare – but to believe.

Here’s a reminder that age isn’t a barrier – it’s context. It’s credibility. And sometimes, it’s the very reason you succeed.

Real Women Who Started “Late” – And Rocked It

Tricia Cusden – Beauty Entrepreneur
Started Look Fabulous Forever at 65 after struggling to find makeup designed for older skin. Now she runs a thriving global brand and YouTube channel.
“If something you need doesn’t exist – create it. You’re probably not the only one.”

Julia Child – TV Chef & Author
Didn’t publish her first cookbook until nearly 50. Her first TV show aired at 51.
She turned cooking into a joyful revolution.
“Find something you’re passionate about and keep tremendously interested in it.”

Carol Gardner – Founder of Zelda Wisdom
Divorced, broke, and depressed at 52. She created greeting cards with her English bulldog dressed as a wisecracking philosopher. It became a multimillion-dollar brand.
“Humour and heart go a long way. So does starting when everyone else thinks you’re done.”

Linda Rodin – Model, Stylist, Founder of Rodin Skincare
Started her cult skincare line at 59 after years in fashion and beauty. Sold it to Estée Lauder in her 60s.
“You don’t have to follow trends. Be the trend.”

Maye Musk – Model & Dietitian
Mother of Elon, yes – but a powerhouse in her own right. Returned to modelling at 60 and is now an icon of ageing unapologetically.
“I dress the way I feel. And I feel amazing.”

What Do You See In Their Stories?

– No rush
– No rules
– No permission needed

Now think about this:
“What part of your story isn’t finished yet?”
“What do you want to be known for in five years’ time?”

Quote Wall
“You’re not too old. And it’s not too late.”
“Some of your best chapters haven’t been written yet.”
“You’ve got too much fire to be told to sit still.”
“You were never ‘just’ a mum, or ‘just’ an employee. You were becoming.”

Part Eight: What NOT to Do

“Because you don’t need to do all the things. Just the right things.”

Let’s get honest. A lot of advice out there for starting a business is… exhausting.
You don’t need a full branding suite before you’ve even picked a name.
You don’t need 1,000 followers, 3 funnels, 8 lead magnets and a course by Friday.

You’re allowed to start small. Quietly. Smartly.
So let’s scrap the myths before they slow you down.

Don’t…

Wait until it’s perfect.
Start imperfectly. Everything evolves anyway.

Overconsume.
Watching 87 YouTube videos won’t make it happen faster.

Think you need to ‘catch up’.
You’re not late – you’re just arriving at your moment.

Let tech become the boss.
Tech exists to serve you, not to scare you off.

Assume everyone else knows more.
They don’t. They’re just louder on Instagram.

Invest big without clarity.
You don’t need to drop £2K on a logo. Not yet.

Do This Instead…

– Start scrappy. Use what you have.
– Follow energy, not trends. If it feels right, it probably is.
– Set boundaries with advice. You don’t need to try everything.
– Focus on connection > perfection.
– Take breaks without guilt. Pauses are productive.

Quick Check-In Activity: Research or Avoidance?
Tick the ones that apply:

– I’ve watched 10+ “how to start a business” videos this week
– I keep tweaking my idea instead of telling anyone about it
– I have 3 notebooks full of plans… and no action
– I haven’t shared what I’m doing with anyone yet
– I’m “just figuring it out” for the 4th week in a row

If you ticked 3+, don’t worry.
But maybe it’s time to take a baby step forward instead of sideways.

Bonus Pep Talk:
“Not starting until it’s perfect is just fear in high heels.”

Part Nine: What TO Do (And Why)

“Start small. Stay focused. Keep it yours.”

You’ve done the thinking. The reflecting. The wobbling.
Now it’s time to take a breath… and take action.

These aren’t big, dramatic moves. They’re steady, confidence-building steps with purpose.

The Power of Small Moves
Every action in this section is here for a reason. Not because someone on TikTok said so, but because it either:

– Builds clarity
– Builds confidence
– Builds momentum

Your Starting Steps Checklist
Tick as you go – or come back when you’re ready.

– Write down your idea (messy is fine)
Why? You can’t refine what you don’t name.

– Tell one person you trust
Why? Speaking it makes it real – and brings in gentle accountability.

– Open a dedicated bank account (if you’re selling)
Why? Keeps things clear from the start – and helps you feel official.

– Buy a notebook / open a folder just for this
Why? Giving your idea a “home” makes it easier to return to.

– Block out one regular hour a week for this business
Why? You’re building a habit, not chasing hustle.

– Write a short ‘why I’m doing this’ statement
Why? You’ll need it on wobbly days. It’s your anchor.

“My Business, My Way” Activity

Take a moment to jot these down:
I want my business to feel…
I will measure success by…
The type of people I’d love to work with are…
One thing I will not sacrifice is…

Your First Win Tracker

Don’t wait for sales to celebrate. Tick off your firsts as you go.

– First idea
– First “yes” from a friend
– First resource read
– First social media post or comment
– First time you said “I’m starting a business” out loud
– First good day
– First rough day you got through anyway

Quote Box:
“You don’t have to see the whole staircase. Just take the first step.” – Dr. Martin Luther King Jr.

Part Ten: Resources to Explore

“You’re supported, even if you’re just starting out.”

You’ve done the self-reflection. You’ve made your first moves.
Now let’s give you access to real support – whether you’re looking for funding, motivation, or just someone who gets it.

These resources are trusted, free (or affordable), and tailored to women like you.

Funding & Financial Support (UK-based)

– Start Up Loans (British Business Bank): www.startuploans.co.uk
– Prince’s Trust Enterprise Programme (for ages up to 60): www.princes-trust.org.uk
– Local Enterprise Partnerships (LEPs): www.lepnetwork.net
– NatWest Women in Business Hub: www.business.natwest.com

Training & Learning

– Digital Boost – Free 1:1 mentoring for UK-based small businesses: www.digitalboost.org.uk
– Grow with Google (UK): https://grow.google/intl/uk
– Enterprise Nation: www.enterprisenation.com

Supportive Communities

– Your Next Step: Join My Facebook Group
A warm, real space for women in business (or thinking about it) to share, ask, encourage, and celebrate.

– She Means Business by Meta x Enterprise Nation: https://www.enterprisenation.com/she-means-business
– The F-Entrepreneur Campaign: www.f-entrepreneur.com

Podcasts & Audio Companions

– Women in the Middle Entrepreneurs
– She’s on the Money
– Squiggly Careers
– StartUp (Gimlet) – honest founder stories
– Midlife Women Rock – mindset & courage for this chapter

Recommended Reading

– Everything is Figureoutable – Marie Forleo
– Untamed – Glennon Doyle
– The Big Leap – Gay Hendricks
– Older But Better, But Older – Caroline de Maigret
– The SEED Handbook – Lynne Franks

And of course… Keep Learning with Me

Visit the blog. Explore the free tools & articles.
Follow along on social channels.
Or just send me a message – no pressure, no pitch.

Part Eleven: Your Happy Place

“When it all feels too much, this is where you come.”

There’ll be days where the fog rolls in thick.
When the energy drops, the doubt rises, and someone’s daft comment sticks in your head longer than it should.

So here’s a space to reset, regroup, and remind yourself that this journey is yours – and it’s worth it.

Quick Reset Prompts

– What’s one thing I’ve already done that proves I’m capable?
– What would I say to my best friend if she felt like this?
– What’s one gentle thing I can do for myself right now?

Your List of Feel-Good Go-Tos

– A favourite walk
– A really good cup of tea
– That one playlist that makes you feel bold
– 15 minutes of pottering, tidying, or journaling
– A chat with your “safe” person
– Stepping away from your screen and breathing

Wobble-Day Words (Write Your Own Pep Talk)

“Dear Me,
I know it’s feeling hard right now. But I’m proud of you for even being on this path.
You are doing something brave. You are allowed to rest.
And when you're ready – you’ll come back stronger.
Love,
Me (on a better day)”

Remember This…
You are not late.
You are not behind.
You are not silly for wanting more.
You are full of life, power, creativity, and courage – even on your foggiest days.
You don’t need permission. You just need to remember:
You’ve got this. And I’ve got you.

Part Twelve: Your Next Chapter Starts Here

A final word from me to you

If you’ve made it this far – thank you.
You’ve given your idea space. You’ve given yourself space. That alone is powerful.

This isn’t the end of the workbook – it’s the start of something that belongs to you.
Whether it becomes a business, a side hustle, or simply a more honest way of living – you’ve started.

So, What Now?

You don’t need to leap. You just need to keep stepping.

Here are a few gentle ways to carry this forward:

– Come join the Facebook group
I’m building a community and hopefully you’ll find other brilliant women walking this path – sharing, asking, cheering each other on.

– Visit the blog
For ideas, how-tos, stories, and new tools as you grow.

– Reach out if you’re ready for support
When you’re ready to build your online home, I’m here to help. No pressure – just partnership.

Final Thought
“You’re not reinventing yourself. You’re revealing her.”

The woman who’s ready.
The woman who’s always been capable.
The woman who is just getting started.

Keep going.
And come back to this guide any time you need your fire re-lit.

With love and belief in you,
Susi
Founder of Kingstown Web Studio