Niche line sells undies for survivors

It's not easy for any entrepreneur to set up shop and develop a marketing plan. But Heather Joie of St. Petersburg has had some hurdles beyond the usual financing, location, and strategy challenges.

At 48, she was diagnosed with breast cancer, and the needed surgeries left her with deep insecurity over her femininity. “I'm pretty scarred up and disfigured,” she says.

But in misfortune, she found opportunity. Joie has launched a company called Clothing With a Kiss, to create and market lingerie for survivors of breast cancer. There are an estimated 2.6 million breast cancer survivors in the U.S.