Illustrations by Ray Vella
Christine Janssen
Founder and president, denken Research and Consulting, a market research firm
New York, New York
"My target market is start-ups and entrepreneurs. They are cash-strapped to begin with, and now it's even tighter. In response, I am developing some package deals, highlighting the value of my services, and I now accept Visa or MasterCard to help entrepreneurs move ahead with their business plans. You have to be flexible with what's going on out there in the marketplace. You're going to have to cut back on some things, but you can't stop. Who wants to fold? Personally, I have so much invested in my new business. I am going to make it work, come hell or high water."
