Here are some possibilities:
* Beginning word: This is the most straightforward opposite, referring to the first word in a sentence or passage.
* Starting word: This is similar to "beginning word" but can also refer to the first word of a new idea or thought.
* Initiating word: This emphasizes the act of starting something.
* Introductory word: This emphasizes the role of a word in introducing something.
The best opposite for "ending word" depends on the specific context.