Entrepreneurship: Be Your Own Boss

Several young entrepreneurs are interviewed for this overview of the joys and responsibilities of running one's own company. The businesses are varied, which helps viewers see that the same principles will apply across the board for selling all kinds of goods and services. A baker who specializes in visually appealing cakes, cookies, and breads talks about the appeal of working for oneself and doing things your own way. But she also is clear that her customers dictate what is successful and what isn't. Another entrepreneur—who operates a company that provides dyed powders for parties and celebrations (creating all kinds of colors for use on clothes, hair, and faces)—discusses the necessity of keeping supplied with enough of what is needed. An East Indian woman who makes clothes for toddlers—outfits with India's cultural images such as elephants, etc.—says that knowing her market audience (mostly new moms, like her) and where and how they shop is key. And a videographer who got his start shooting a friend's wedding explains how significant word-of-mouth can be, as one satisfied customer is likely to tell others about his work. A solid primer highlighting the qualities that make entrepreneurs successful, this is recommended. Aud: H, C, P. (T. Keogh)