great answer sperdie!  i think it is also crucial that your (coaching) team should be experienced in Internet marketing, your niche, and that there is good cohesive teamwork between all.  Im not sure if any of these types of hurdles are hidden per se, but I guess my biggest addition would be to actually take action testing and testing, while embracing failures.  I just opened a free shop with BigCommerce.com and it allowed me to jump past many technical hurdles in ecommerce - that's the beauty of the Internet, new technologies are helping to eliminate more of these perceived hurdles by the day.