Danny/Cas,
My experience has been all with Kanton Zug and must say it's been quite fruitful and rewarding. It took me about few weeks to go thru the whole thing and end up with B permit for 5 years. Mind you, am a dual citizen and inter alia have a citizenship from one of the new EU members that joined the EU in 2004. The steps involved:
1. Write a business plan with earnings forecasts, activities, potential clientele, plans for development, long-term vision. Took 9 pages all in all with the title page and table of contents.
2. Prepare the application form and other docs to be later submitted to the Auslaenderamt, found on http://www.zug.ch/kwa/32_0d_1b.htm
3. Get an address in kanton, aka rental agreement (it was a vicious circle whereby the rental agency is asking for a permit to rent out a place and you need a place to get an Einzelfirma and a permit). I did a small trick there.
4. Open Einzelfirma on the above-mentioned address. www.hrazg.ch
5. Submit the full application to the Auslaenderamt to get a permit.
Since i went as an EU-8 application i got the B for 5 years.
Then, of course, you'll be flooded with letters from advertisers as well as AHV Ausgleichkasse. That's when you'd have to prove your self-employment status (more than 2 clients, risk taking, contracts in your own name, etc..). Once the swell is over... you're in for quiet waters, for some time, hehe.
Guys, some of my buddies living here went a different way. Maybe even easier one. They just got in touch with an accountant, opened a GmbH (at least it's a separate legal entity off the bat and you won't have to prove your self-employed status). Then this accountant, who is also a lawyer, (apparently butcher, baker and candlestick-maker all in one package is quite popular here) submits application for a B permit based on the contract btw GmbH and your good self. Am sure that's the way for many EU and non-EU fellas here.
In this case, the Swiss are happy as they force you to pour some dough into their pastures via the deposit (20K) + Treuhand, aka accountant/lawyer, fees. And you get a long-term B permit.
Cas, i wouldn't fret about your lack of previous freelancing experience. And if you have an EU passport (Polish or British), getting an Einzelfirma and 5-year B permit should be a breeze. I overhauled your website, make sure you include it in the application. Cool, i was surfing some of aussie beaches too from Burleigh Heads in Queensland down to famed Bell's beach. And skiing is one of my favs too.
Laters
Groovy