(FORTUNE Small Business) – NOVEMBER 2003 VOL. 13 NO. 9

[Departments]

8 Editor's Note

The author of our feature on in vitro fertilization shares what he learned firsthand. Plus: Behind the scenes at our MBA Showdown.

14 Letters

Readers explain Widespread Panic, raise questions about Foxtons, defend association health plans, and bash Hugh Hefner.

18 Part One

A law designed to clean up public corporations is hurting small-company IPOs ... The world's most complex teddy bear debuts ... Are you suffering from New Economy Depression Syndrome?

28 DRINKS WITH by David Whitford How brand-name pollster John Zogby plans to win in 2004.

30 BOSS TALK by Ellyn Spragins Think you're the type of boss who doesn't play favorites? Your employees may not agree. And it could be hurting your business.

32 BUSINESS EDGE by Joshua Hyatt Can you become a business guru by acting like one? Meet a man who wants badly to be Harvey Mackay. Maybe too badly.

34 TECH SKEPTIC by David Lidsky Say goodbye to boring mini-PCs. Portable computers are finally paying for their keep with useful applications for your business.

36 INSPIRE by Pat Croce Every interaction your staff has with clients is a chance to sell. Here's how to get your team to use these opportunities to increase customer satisfaction--and boost revenues.

[Features]

38 MBA SHOWDOWN

Your Next Rivals BY ELAINE POFELDT, ALAN COHEN, AND ROB TURNER They've come up with ideas ranging from running bird-watching tours in Vietnam to beating cancer with biotechnology. In our first business-plan contest we uncover the student entrepreneurs who may soon be your competition.

49 BREAKING BIG

Fat Profits BY EVELYN JUAN A bet on Fat Bastard wines pays off for Seattle's Click Wine Group.

52 FRANCHISING

Garbage Guru BY JUSTIN MARTIN Brian Scudamore, founder of 1-800-Got-Junk?, has built a hot franchise by turning trash into cash. Is it the next McDonald's?

59 AUTOPSY

Hockey Stuck BY JOHN U. BACON Why the maker of a beloved hockey stick checked out.

62 MEDICAL MAVERICK

Babies Inc. BY JUSTIN MARTIN A controversial fertility doctor promises results and good service.

68 TECHNOLOGY

Metal Heads BY CORA DANIELS Etrema's scientists are creating futuristic new products in the cornfields of Iowa.

74 SHOPPING

Sam's Club vs. Costco BY P.B. GRAY How your small business can benefit from their turf war.

76 MARKETING

Let Your Engine Do the Walking BY ALAN COHEN Smart small businesses are using Internet search engines in new ways to find customers.

85 The Good Book BY GRAINGER DAVID Competition among phone directories cuts ad costs.

89 MASS CUSTOMIZATION

Digital Gutenberg BY BILL BAROL CafePress wants to publish your novel. And record your band's CD. And put your logo on a T-shirt.

92 RETAILING

Modern Design Goes Mainstream BY JULIE SLOANE How many people would pay $2,000 for a chair? Plenty.

96 Off Hours

Frustrated by the shortage of prime beef? Find out where the experts dine when they crave good steak. Plus: Three pinot noirs that might just save your life.

100 ENTHUSIASMS by Julie Sloane Mark Miller's passion for antique skis led him into business.

102 MONEY by Peter C. Thoms Recent scandals are only one reason you should shift out of mutual funds.

108 Look Back

by Paul Lukas A high school dropout made himself rich by turning French fry scraps into Ore-Ida Tater Tots.

COVER: Cover photograph by Nathaniel Welch