"Like most women, I've been known to spend a small fortune on a dress and wear it once. This convinced me there would be a market for an online store allowing women to borrow designer dresses at a fraction of the retail price. Still, it took me a year to pluck up the courage to quit my job as an electronics buyer.

"First, I worked out logistics, like postage and dry-cleaning costs, then I bought a range of designer dresses at wholesale prices. I also had to prepare a business plan (using a template I found online) to apply for a bank loan. Once I had the finance, I hired a website designer - but he still hadn't finished the site two weeks before the launch, so I had to hire another company at the last minute.

"One of the best decisions I made was to hire a publicist (for $2500-$3500 a week), who got my website featured on TV and threw a glamorous launch party. When Wayne Cooper showed up, I knew that, with industry support, my business would be ok.

"When I launched seven months ago, one person borrowed a dress. Today, 150 people borrow a dress every week. My next idea is to include dresses by international designers - so there's no turning back now."

Tech tip: Invest in a good publicist, as they'll help draw visitors to your site. Also, check your web designer's references and past work.

Read advice from two more online business women in the August issue of marie claire.