Among the lessons Mark Goldenson learned from his failed startup -- PlayCafe, an Internet TV network for games -- were useful tips on how to buy keywords: "The ideal terms have a decent number of
monthly searches (10,000+), low number of competing advertisers (3 or less), and strong relevance to your site."
But that's just a small part of this insightful post, which runs through the dos and don'ts of getting a fledgling off the ground, and ruefully concludes, "Knowing isn't enough... I think advisers should more often say, 'You probably won't get what I'm saying until you screw it up.' Expertise takes time, and pithiness comes with a cost."