IP, "barrier to entry" and sustainable & "win-win" business models are key things to consider. Ideally, viable "to market strategy" need to be formed and put in place before telling the world... inc. "trade mark" & other things as mentioned in the article, given limited budget (for most startups) it also make sense to self educate and using mostly free resources so far online to "Do-it-yourself".
key is get going, but with eye wide open, and adapt. Do not use too many consultants or advisers, especially blood suckers who focus on fees you pay, sadly I personally got stung by a few lawyers also when I registered my Community Trade Mark via even major lawyer firms in and outside of UK.
good luck, it is a sea full of sharks.