Go for branded keywords to start with, as those tend to be easier. Use tools like traffic travis to check competition, they have a free version, though not sure if the free version helps with competition analysis, I think they do. You may even try market samurai, they have a free trial too.
Not much of a difference between a new and an aged domain with regards to backlinking, if your site never got any links, start off slow and then increase volume with time.
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