Company: Breathe Fitness
Founder: Gina Berta
Advice: Spend money in the right places. “We changed our marketing [early] and our numbers jumped significantly. I hired a fitness consultant who pointed out that we were marketing ourselves as a gym, not as a personal training studio, the gym’s upscale alternative. If you want to achieve certain goals, you have to invest in the right tools. It was the best money I ever spent.”
Company: The Woodhouse Day SpaR
Founder: Jeni Garrett
Advice: Take time to plan. Slow times in the economy are often the best time. Over the last year, Woodhouse franchise growth has slowed, but the spa business has picked up. “We took this time to make some changes in our product line and update our menu of services. You don’t stop moving because things are slow, and if they’re not slow, you create some down time to prepare your playing field.”
Company: Krupp Kommunications, Inc.
Founder: Heidi Krupp
Advice: “Share what you’ve learned with the people around you. Follow your instincts and your gut. Parlay. Parlay. Parlay. Never miss an opportunity; ‘no’ is not an answer.”
Company: Erica Peitler & Associates, Inc.
Founder: Erica Peitler
Advice: “Take a risk early on because there are a lot of opportunities to learn—even if you fail initially. Failure isn’t the end game, but another learning opportunity. Failing actually goes with entrepreneurship; most, if not all entrepreneurs, have gone out of business and retooled and reinvested. Failing is only failure if you stop trying.”
Four gutsy innovators on what it took to put them in the driver's seat to success.