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It’s the late 1980’s and Bill Hinchey just saw his young company, Solar Care Technologies, featured in a complimentary Wall Street Journal piece. Hinchey, along with two other guys he met while working for consumer products giant Proctor and Gamble, had recently set up shop in a business incubator in Pennsylvania’s Lehigh Valley to develop a sunscreen towelette.

Undoubtedly the article had given Hinchey’s business a boost, upping its exposure and putting its name on the map. But as most young entrepreneurs come to learn, everyday is by no means another slam dunk waiting to happen.