Being an "Indie" business can sometimes be a little tricky. There's no Operating Instructions for how or even when a thing should be done. It all fall on you. Sometimes you encounter struggles too, it's inevitable, if you're Indie or not!
What I've found is that you don't have to go it alone. If you're really fortunate, you'll find someone that goes through the same kind of things. There are also Guilds where you can find support and information, as well as on-line forums. Knowing you're really not completely alone and that other have been there is strangely reassuring.
This morning I was looking at one of the Forums and someone was so stiffled with fear about opening an on-line shop, they almost didn't do it at all. I think we were able to help her to overcome that fear. But don't let fear (or anything else!) stop you!
Be a strong Indie!