When planning your start-up...

1. Cash: stuff you can happily and reassuringly spend. Ultimately you'll need some.
2. Revenue: excellent. But doesn't mean you are (necessarily) making money: see 3.
3. Profit: the money you make less the money you spend. Don't mess about for too long: it needs to be positive.
4. Cost: usually forgets the hidden costs. Find all of them.
5. Price: not simply cost + desired profit. The definitive marketing tool for positioning the product.
6. Profit and Loss: how it's looking in any one period? What's the trend?
7. Balance Sheet: how it's looking since the start of time? How's the war chest?