Matthew Pivnick started a high-end catering company in June 2008. That was a bad time to start any company, let alone one that targeted the rich people who'd soon lose their shirts in the financial collapse three months later.
But the set back didn't deter the 33-year old Pivnick. He stowed his catering gear and set up shop making artisanal cheese spreads in rural Pennsylvania.
The business is still in its early stages, but it's beginning to take off. Over 100 stores have picked up his spreads, including some Whole Foods supermarkets.
But for Pivnick the real success is what it's done to his psyche.
"Even though the business did a 180, I stuck with it," he said. "I believe in my heart this will work out. But if it doesn't, I'll have the best story on my hands, because I didn't give up."
NEXT: The entrepreneurial bug