Stump the slump: A recession is only as barren and lifeless as you make it. Work the downturn, and watch as your new business takes off

Entrepreneur, Feb, 2002 by Michele Marrinan

Canada, Germany, Japan, Mexico and the United Kingdom have traditionally been good markets for small companies, according to the SBA. Get basic information on markets and exporting in general at www.export.gov/makesaleshappen.html.> CONSULTING: When the economy goes south, many large corporations lay off workers and outsource work--thereby saving money on benefits and such. "I think there's a slight tendency for consultants to do better in a recession," says Rob Frankel, a branding consultant in Los Angeles. "They can get the job done faster, and they don't have the costs that employees have." Business consultants who can help companies run more efficiently--and cheaply--will be in high demand.

SECURITY: In addition to financial concerns, today's consumers are worried about terrorism and war. So any products that help them feel safer are bound to do well. "In describing a product's features and benefits, you might emphasize safety, as opposed to prestige," says Stephen Roulac of The Roulac Group. Popular consumer products might include security products and home alarms. Businesses will look for antivirus software programs, data backup systems and smoke alarms. Many will invest in disaster-recovery systems.

TECHNOLOGY: Technology products and services will remain hot, says Bob Davis, a venture partner at venture capital firm Highland Capital Partners in Lexington, Massachusetts. "There's a tremendous amount of opportunity there," he says, "particularly in high-speed networking, digital management and software that improves business productivity."