Business expenditures and deductions. Please respond to the following

Jane, of Jane's Air conditioning service, decided that this year was the year to take over the air conditioning business in her town. Beginning in January, she started advertising her business ( even though there was snow on the ground), bought new uniforms for her service technicians making house calls. Jane comes to you to determine how to optimize her deductions in order to reduce her tax liability. what advice would you give her as to the expenditures above ( assuming they all took place in the same year)/ Be sure to explain what may ( or may not) be capitalized and ?or deducted.