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Stump the Slump

A recession is only as barren and lifeless as you make it. Work the downturn, and watch as your new business takes off.

By Michelle Marrinan

Opinions expressed by Entrepreneur contributors are their own.

Who in their right mind would want to start a business during a recession? Hey, it's not as crazy as you might think. Many entrepreneurs know that hidden among the recent deluge of stories of crashing revenues, lost contracts and layoffs are myriad opportunities. And they're determined to mine them.

"This isn't your parents' economy," says Steven Van Yoder, a marketing consultant in San Francisco and author of an upcoming self-published book tentatively titled Rise Above Recession: How to Recession-Proof Your Business to Thrive in Any Economy. "You need to learn from it and build a business that's going to withstand the new storm. Recession-proofing needs to be built right into the foundation of all businesses these days."

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