1. You want to land on the mid-foot. Heel-striking puts a lot of pressure up you leg and joints as you are basically braking with every step. Forefoot strike puts a lot of pressure on your calf and achilles as you have to 'bounce' on every foot-strike to support your body weight. A mid-foot strike is the most efficient transition of energy into and back out of the ground for forward motion. Small steps help you to find a mid-foot strike, large steps (over-striding) will create a heel-strike.
2. For lots of people taking up 'running' they (naturally) believe that they should run. But for many, running continuously will be beyond their zone-2 cardio. It's much easier to start with a jog/walk and build up. In the UK we have a brilliant app called 'couch-to-5k' which is a progressive build from essentially no fitness (walking some distance) up to being able to continuously jog for 5k.