How can we establish a good IP strategy in the early stages?

Steven's answer is very good and detailed. I will add a few more tips:
Allocate some resources in time and money (ca. 5% of the current budget to begin with) to IP related questions. Write NDA agreements with all parties with which you discuss your business. Try to chart your innovations, e.g., with help of SWOT analysis and identify the areas of innovation that are essential for your products. If possible, ask for professional help, e.g., IP-consultants in the subject, to guide you through the process of early strategic IP-management. Use these identified essential innovations as a basis for discussion with the IP-professional and/or patent attorney to decide the way forward, e.g., which innovations should be protected by patent, design, copyright, trade secret, ... etc.. The result of the discussions can be used as a basis for budgeting and negotiation with the financiers.