Get the main branding done right. Make sure the Logo, Color Scheme, and Design is one that will target your audience.
Responsive Website for all devices and Optimized for Speed.
Google My Business Account (or whatever name they choose in the next 15 minutes)
You are already at a disadvantage that you are a new business startup. It is also your biggest benefit. Get the logo and branding fresher and cleaner than any competitor in your market. Outdo them in every way possible.