Zero Knowledge of Branding and Marketing
If you don’t know the first thing about Branding and Marketing, then you probably won’t be able to set realistic expectations. If you think getting a great, well-branded and marketed eCommerce site up in a week is a reasonable time-frame, then you may end up firing the competent and honest contractor who tells you it’s going to take at least a few months. Further, you may fall for the “yes (wo)man” who tells you “that’s no problem--I’ll have it up in 4 days!” Not being able to tell who’s worth your money is another core issue with being uneducated on these subjects. You don’t need to know everything, and you’re not expected to, though you will need to know enough to make informed and intelligible decisions.