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This story appears in the May 2005 issue of Entrepreneur. Subscribe »

Better stay up late to buy from e-tailer Woot. The site posts only one item per day. When the limited supply is gone, you're out of luck until a new item is posted at midnight.

"If someone is looking at something, a 24-hour period is more than enough time to consider whether or not to buy it," says Matt Rutledge, 33, founder and CEO of the Carrollton, Texas, company, which features everything from electronics to toys to accessories. The limited availability and discounted prices make most of these items impulse buys, he says.

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