For many startups, the ultimate goal is to “scale up” and grow bigger. It’s certainly an admirable goal, and achieving it may gain you attention from investors, customers and the media. But growth for growth’s sake will only leave you understaffed and overwhelmed. That’s why it’s critical to ensure a solid business foundation before you start expanding.

The members of Forbes Coaches Council frequently work with small businesses and startups that are looking to make the leap to their next phase of growth. They advised looking at these 11 important areas as you start to plan your expansion.

1. Embrace Your Own Brand First 

I work with my entrepreneurial and small business clients by focusing on creating their personal brand through articles, public speaking and content development that they author. Instead of delegating marketing and outreach, I want them to own it like they own and embrace their business. Your brand goes with you no matter what you do. Work on it. Embrace and release it with a purpose. – John M. O’Connor, Career Pro Inc.

2. ‘Manage Your Energy, Not Your Time’ 

Focus on how you cultivate more energy, instead of obsessing over your time. Schwartz and McCarthy’s Harvard Business Review article titled, “Manage Your Energy, Not Your Time,” maintains that while time is a finite resource, energy is more flexible. For that reason, energy management is the true key to productivity. Take brief breaks, express appreciation and reduce interruptions. – Maria Pastore, Maria Pastore Coaching

3. Find Creative Ways To Reduce Your Customers’ Risk 

Assuming you have properly identified who is most in need of your service, the next thing to do is to come up with creative ways for them to try your service. There is always a risk when trying something new and unproven. Think about creative ways to reduce the risk for your prospects, while still getting paid for the value you deliver. Simply saying “you can try for free” often is not enough. – Donald Hatter, Donald Hatter Inc.

4. Stabilize Your Operating Model 

Before expanding your venture, stabilize your operating model. This means having your strategy in place by updating your marketing, website and fulfillment processes, and preparing your people. Strong, developed talent will give you an advantage. Growing pains will come, but by ensuring these aspects of your venture are solid, you will avoid costly mistakes to your operation and your brand. – Julianne Cenac Ph.D., The Leader Channel

5. Throw Fuel On Your Biggest Fire 

Often times, small business owners want to be involved in every venture possible. However, this results in these owners being spread way too thin. Instead, focus on building one or two really strong products or services that your customers fall in love with. Once you find your niche, just keep growing it. Throw fuel on that fire. – Kyle Elliott, Kyle Elliott Consulting