Yogurt Entrepreneurs Thrive on Repeat Business Their frozen yogurt is so good, customers will break the law for a taste of the nonfat dessert.

Vital Stats>> Shelly Hwang, 33, and Young Lee, 42, of Pinkberry in West Hollywood, California

Company>> All-natural, nonfat frozen yogurt shop

Hidden Treasure>> For most entrepreneurs scouting out a territory, location is crucial--high visibility is great; foot traffic is even better. But when Shelly Hwang went on the hunt for the perfect spot, she readily signed the lease on a space that was far from ideal. Situated behind a building on a narrow street with minimal parking and bordering a residential neighborhood, it had been the home to several failed businesses, including a car garage and a tattoo parlor.