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Confronted with a dumbfounding 90 percent drop-off in revenue at his high-end, custom bicycle business in San Antonio, Texas, Kevin Saunders could easily have closed his shop and resumed a career in finance or aircraft component design.

Or he could have put KGS Bikes into retrenchment mode, suspending its marketing and promotional activities until the economy rebounded, and with it, the market for bikes priced more like cars--in the $10,000 to $30,000 range.

I decided to turn the website into a world-class site, to make the internet the center of the business and to really focus on social networking to attract people from around the world to the site.

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