AOL for Small Business Announces Launch of 'The Startup' Online Reality Feature That Lets AOL Members Connect with the Progress and Pitfalls of Earnest Entrepreneurs

DULLES, Va.--(BUSINESS WIRE)--April 9, 2004--America Online, Inc.

-- Entrepreneur.com, Inc. Serves as Partner in Yearlong Programming Feature

“We hope that our new reality feature is not just entertaining, but informative to other small businesses in need of real-world examples for coping with these challenges.”

-- AOL for Small Business Provides Two New Services to Put Owners on Track Toward Success

Want to know what it takes to be an entrepreneur? There's nothing like learning from others' successes and mistakes. So AOL(R) for Small Business (AOL Keyword: Small Business) is giving its members an exclusive window into the world of four startup businesses with "The Startup,"(R) a new online reality feature that starts Thursday, April 8. The businesses include a cavern tour park, a spa, a salsa company and a girl's clothing store.

The yearlong online programming feature, which is part of an agreement with Entrepreneur.com, Inc., will track four new companies as they attempt to survive the rigors of their first years in business. The ongoing reality series will share with AOL members the day-to-day rewards and roadblocks - from financial frustrations to technical troubles - that come with starting and running a small business. AOL for Small Business is a version of the flagship AOL service that is designed to meet the unique needs of nearly 20 million small businesses in the United States.

"The Startup" will feature:

-- Business profiles on each of the startups and their owners;

-- Updates of a different business each week, highlighting the highs and lows from the previous month;

-- Weekly video vignettes highlighting the businesses, the locales for each and the owners' personalities; and

-- Dialogue and thoughts from each startup from online AOL journals, also known as blogs.

"The nation's small business owners are the lifeblood of our economy, but they face unique challenges in their first year," said Sarah Bernard, Vice President and General Manager, AOL for Small Business. "We hope that our new reality feature is not just entertaining, but informative to other small businesses in need of real-world examples for coping with these challenges."

"We are excited to partner with AOL for Small Business on this great new feature that will really help other businesses just starting out. 'The Startup' participants are constantly dealing with a variety of issues, including budgeting decisions, employee problems and customer retention concerns, all of which are typical for entrepreneurs in the beginning. We are pleased to be working with AOL to tell their stories," said Rieva Lesonsky, Editorial Director for Entrepreneur Magazine.

"The Startup" Participants

Glenwood Caverns Adventure Park: Steve and Jeanne Beckley of Glenwood Springs, Colorado, quit their desk jobs and put up everything they own to secure a business loan and open Glenwood Caverns, an adventure park in the mountains featuring breathtaking tours of Glenwood Caverns and the historic Fairy Caves. Customers can also pan for local gems, ride a tram up the mountains and enjoy dining with a spectacular view.

Miss Celie's Spa Orleans: In less than nine months, two guys with no spa or hair salon experience have created one of New Orleans' most popular spas -- Miss Celie's Spa Orleans -- and one of New Orleans' most romantic hotels, the Olde Victorian Inn. The winning combination of luxury spa services in a romantic bed and breakfast setting is the result of dedicated work, customer service, attention to historical detail, and the brio of its owners, Keith West-Harrison and Andre West-Harrison.

New World Salsa: For Gerald and Randi-Kay Metivier of Winooski, Vermont, life got a little hotter when the couple decided to specialize in gourmet and specialty salsas, sauces and spice products. With an upfront investment of $5,000, the Metiviers are creating salsa products such as Howling Coyote in Prairie Fire flavor and Strawberry Kiwi and are even getting their two young daughters involved in the family business.

Splendora, It's a Girl Thing: Targeting the tweensters market of girls looking for hot fashions, entrepreneur Margarita Olivares of Corpus Christi, Texas, put up $10,000 to launch her clothing store business. This mother of four, who funded her venture on personal savings and credit cards, has brought in $150,000 in revenue so far and is poised to have a quarter million in sales by the end of the year.

Tools for Small Businesses

Because having effective resources can make the difference between success and failure in business, the new AOL 9.0 Optimized version of AOL for Small Business (available at no additional charge to existing AOL members) offers numerous benefits specifically designed for the small business owner. These include two robust resources to help entrepreneurs get started on their new venture:

-- The freshly relaunched Startup Business Guide is an online resource that offers concrete advice, tools, and information for starting a business, as well as profiles of successful small businesses. The guide provides aspiring entrepreneurs with everything they need to fulfill their business goals.

-- The new Home Business Guide is designed for the growing group of "accidental entrepreneurs" who find themselves running a business part-time from home. This guide focuses on starting a business as a weekend and evening endeavor, as well as providing information, advice and tools for those who have already started their own part-time home business.

"Integral to any small business' success and day-to-day operation is the incorporation of technology and the use of the Internet," said Bernard. "Moreover, small business owners are indicating that a broadband connection plays a critical role in helping their companies thrive."

According to a December survey of small business owners by Digital Marketing Services, the Internet is playing a crucial role not only in driving the start of small businesses (66% said the Internet was very/somewhat important in their decision to get started), but also in how they operate: 95% said the Internet makes running their businesses easier and more productive, citing communications with customers, employees, suppliers and other small businesses as the most helpful aspects. The proof is that they're spending half of a "standard" business day online doing business (4.2 hours). This should only grow as broadband adoption increases. While 49% of those surveyed had a high speed, broadband connection for their small business, of those, 96% said the broadband connection has improved their ability to conduct business.

About AOL for Small Business

AOL for Small Business is a version of the flagship AOL service customized to meet the unique needs of the more than 20 million small businesses in the US. AOL for Small Business, which provides a variety of tips, tools and resources, aims to help members grow and manage their businesses while saving them time and money in the process.

About America Online

America Online, Inc., is a wholly owned subsidiary of Time Warner. Based in Dulles, Virginia, America Online is the world's leader in interactive services, Web brands, Internet technologies and e-commerce services.