Ellen Pfeiffer, 56

San Antonio
Laid off from: Brookdale Senior Living, Dec. 31, 2008
New venture: Generations Concierge and Errand Services

Working in marketing for an assisted living center in San Antonio, Ellen Pfeiffer saw seniors and families who were often overwhelmed with basic tasks, such as shopping or running errands. When she was let go at the end of last year, Pfeiffer launched a concierge service to help such people, an idea she had been working on before losing her job. "If they have concierge and errand services, they might be able to stay in their homes a little bit longer, which is what we all hope for," Pfeiffer says. She had her first client two days after leaving her old job. The business is expanding quickly: Pfeiffer has two part-time employees and plans to target condos in San Antonio to sell lobby concierge services.