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In the Mood Warm retailers up to your new product, even if it's in a category all its own.

By Don Debelak

Opinions expressed by Entrepreneur contributors are their own.

The entrepreneur: Kathryn Goetzke White, 34, founder ofInnovativeAnalysis Inc. in Annapolis, Maryland

Product description: Mood-lites, dubbed "light bulbsfor your lifestyle," are colored light bulbs that were createdaccording to research on how colors affect moods. Available inseven colors, from Happy (yellow) to Serenity (turquoise), the25-watt Mood-lites produce a soft glow similar to a candle. With asuggested retail price of $4.95 to $5.95, Mood-lites are sold inLinens 'n Things and specialty outlets such as spas,natural-food stores and college bookstores nationwide. They'realso sold in some Ace Hardware and Bed Bath & Beyondstores.

Startup: Goetzke White financed the business withpersonal savings, credit cards and loans from family and friends.She spent $25,000 for research, consultant fees, trademarks andpreliminary work, as well as $50,000 for inventory.

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