Secrets to success from Smalltown USA

With 35 years teaching horseback riding lessons behind her, Mary DeLima opened DeLima Stables in 2004.

Her previous experience working on a commercial farm gave her insight into how to run her own business.

"I wanted to do things on a more personal basis. I didn't want to keep cranking out lesson after lesson," said DeLima.

Her approach has paid off. Within two years, DeLima Stables -- which spans 41 acres of land and includes a 16-stall barn -- became profitable. She offers everything from lessons and clinics to camps and horse boarding.

DeLima credits her success to word of mouth marketing among community members, who are attracted to her individualized approach.

"It's a matter of taking time and finding out what the individuals needs and wants...and finding horses suitable for that purpose," she said.