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Problem Solved

Market your product to moms by showing them how it makes their busy lives easier.

By Karen E. Spaeder

Opinions expressed by Entrepreneur contributors are their own.

Joni Hilton came up with the idea for a safe, environmentally friendly cleaner when she was under her sink. There, she saw "$70 worth of expensive stuff that doesn't do what it promises," says Hilton, 50, who founded Sacramento, California-based Holy Cow Products in 2003. "I thought, 'Someone should invent one product that will do it all and do it safely.'"

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