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Ready Or Not?

Do you have what it takes to join Generation Entrepreneur?

This story appears in the December 1999 issue of Business Start-Ups magazine.

One common characteristic of Gen E business owners is that they don't mind taking risks. On the contrary, they thrive on risk. But the successful ones learn not to take just any old risk: They make sure their business idea is solid, and then they do all the research and preparation they can to give it an opportunity to thrive.

Consider John Shriber, 29, the owner of Apartment Source, a 1995 start-up that e-mails customers lists of available apartments in a particular city. In 1995, the Internet had not yet been anointed as a reliable venue for business, but Shriber never doubted he'd make a bundle using it. He knew firsthand what a chore apartment-hunting was, so he borrowed $19,000 from his dad to launch his fledgling business--and never looked back.

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