Alexis Abramson
Founder, MatureMart

CONTRIBUTION TO SOCIETY: Mature Mart, the company she founded four years ago, provides products that make life easier for America's seniors -- a group she feels gets pushed to the side too often, despite the wisdom they possess. Items range from jar openers and playing card holders to more serviceable things such as support bars for toilets and tubs. Clients can order online or from a new catalog.

HOW SHE GOT HERE: Armed with a master's degree in gerontology, she's the past director of senior affairs for the Atlanta Jewish Community Center. She launched Mature Mart with $50,000 borrowed from her family.

FAVORITE DAY: Negotiating with people who produce products and hearing from people who say the products are exactly what they need.

THE HARDEST THING: "Tapping into skills I didn't realize I had. In the 9 to 5 world you may not realize what the entrepreneur experiences., in terms of having to reach deep down and find every skill to apply to the business. The corollary is, you also have to realize what you are an expert in and, if you're not, be willing to go get help."

HOW TO WALK THE TALK: Her 86-year-old grandmother answers the phones, and her mother works there, too.

WORDS TO REMEMBER: "The more you listen, the more you learn."