1a) thanks for your service, all of it
1B) see 1a)
2) mod your store like you mod your games and you’ll be fine
3) stay consistent with everyone, in the store, customers, everyone. set the example. Sounds like you’re doing it already.
4) patience and realize that every minute you spend working, building the website, etc is all part of a cohesive effort. Important to remember when you’re doing a task that does not seem to translate directly to revenue.