Entrepreneurial Small Business 4th Edition by Jerome Katz ,Richard Green

Exercise 21

Focus on Small Business: Internet Entrepreneur Laura Tidwell 1
The two things people could always say about Laura Tidwell was that she had tremendous drive and a winning personality. In 1990 at the age of 16 she parlayed both, entering Brigham Young University as a communications major specializing in advertising. But her life became complex, and at 18, she found herself divorced, broke, and the single mother of a toddler. Yet Laura was determined to have a career in advertising-one that would allow her to stay at home, earn a decent living, and raise her daughter. Laura remained convinced that the key for her lay in advertising. She only needed to find the right type of work in advertising.
While socializing at a club in 1994, one of her dance partners told Laura that he wrote web pages for a living. Never having heard of such a job, she asked, "Web, as in spiders " Although he initially laughed at her response, he did take the time to explain his job. She suddenly realized that the web was the answer to her dream. That night she decided to become the owner of a home-based Internet advertising company.
Laura lacked expertise and funding, but she had a goal and the determination and self-confidence to make it a reality. Laura learned the business every way she could using web-related sources, but she focused on developing contacts at Internet trade shows and through industry associations. She realized she needed even more expertise and started working for people in the industry, at first for free and then in a paying job with an Internet start-up company. By 1996 the then 22-year-old Laura thought she had learned enough, knew enough people in the industry, and saved enough money to step out on her own. She quit her job and started her own Internet advertising business, Advantage Advertising.
Operating out of the one-bedroom apartment she shared with her daughter in Troy, Alabama, Laura began with only one small business client. Seeking big name clients that would prove her firm's credibility, she bravely made an offer to representatives of Encyclopedia Britannica and The Thomas Register whom she met at a trade show. She would handle their online advertising purchases, such as banner ads, free of charge for a period of time. In return they would become her clients if they were satisfied with the quality of her service. Intrigued, they gave her a chance, and she quickly proved her worth, making these large companies her first major clients.
This gave Laura the visibility and credibility she needed to attract additional clients, and she has enjoyed a thriving, profitable, growing business ever since. Today you can find her firm at www.theadfirm.com. Specialists in advertising construction products, her clients include Rheem Water Heaters and the National Center for Sports Safety. Her advice to future entrepreneurs "Accept challenges. Don't be afraid to think outside the box." It worked for her.
What opportunities did Laura find and pursue