Firstly, the author notes that while business schools teach the mechanics of starting businesses, they do not adequately cover three important aspects: capital requirements, pricing, and ethics. Secondly, the author explains that accurately calculating capital needs is critical, as many new businesses underestimate costs and struggle to reach profitability as a result. Capital should cover expenses like rent, staff, marketing/advertising, and the founder's personal expenses. Thirdly, the author advises that while price should generally follow the market, businesses can differentiate themselves and charge more by emphasizing their high quality or care. The final and most important aspect is ethics - businesses must operate ethically to build trust and avoid harming customers or