Know your weaknesses and hire to fill them. I started a car company, yet knew nothing about cars. So I hired for my vice president of operations a man who had managed Hertz's (HTZ, Fortune 500) North American fleet.
Be proactive, even if it hurts. Very early with Zipcar, I put too low a price point on the car rental, and had to raise it twice. People said raising the rate would put our brand at risk. But if the price didn't work, we'd have gone under.
Stand out from the crowd. I wanted to emphasize that Zipcar was different from car rental companies, so we didn't use any vehicle that could be found in a car rental fleet. For the beta car, I chose a newly introduced green Volkswagen Beetle, which was cute and had cachet. I put our logo on the car because I wanted to draw attention to it, and it worked as great marketing.