Ask HN: I'm doing a series of lectures on entrepreneurship - what should i say?

I've been asked to do a series of 12 lectures on entrepreneurship, and the ins and outs of starting a company. Each lecture will be 2 hours, and will be given to a group of people that have just started, or are thinking about starting a company.<p>The idea is to be very hands-on, and talk about what's important, what the traps are, what to spend your time on, etc. The goal is that the group will go out and start their companies, and hopefully have a higher chance of success because of these lectures.<p>So the question is: What should I talk about? What do you think is important? What do you wish someone had told you when you started out?<p>The audience isn't particularly technical, and many of the companies are in sales, services and other non-tech industries.