For some entrepreneurs, the risk and reward equation may be all that's needed to get excitement and satisfaction out of work. While success in this area is supported by enthusiasm, it grows out of the ideas which originally lay the groundwork for the business. Entrepreneurs have the unique ability to recognize an emerging market and quickly fill the void.

One businesswoman noticed how the slumping economy gave her the chance to promote her own company. Laurie A. Kendall, who recently started KenRich Enterprises, announced that she will be launching a comprehensive directory of online promotional codes and coupons.

With CouponLighthous.com Kendall recognized how the current state of the economy prompted many Americans to seek out ways to increase spending power. She notes "Coupon collection and redemption has grown significantly in the second half of 2008, and continues to grow month over month in 2009."

Kendall also noticed how nearly every retail website has the option to enter a promotional code that few buyers actually know - the basic problem her new website addresses.

According to the Bureau of Labor Statistics, 7% to 8% of the households in the U.S. are headed by entrepreneurs, who collectively own almost one-third of all wealth in the country.