I often find that "newbies" don't spend enough time digging deep to unravel who their ideal customer is. Without doing the necessary due diligence of working out exactly who your target audience is, your business is doomed before it even starts.
In a recent survey of women entrepreneurs we asked what was their biggest challenge was. Consistently the answer was finding customers. In this tight economy, finding customers is crucial to staying alive, but sometimes it pays to think longer and deeper about who would make the perfect customer.