A number of folks have contacted me in the past few days with reactions to my starting a company. For those who encouraged me, thanks for the supportive feedback. For those who questioned the wisdom of starting a company in this economy, thanks for challenging my thinking. I’m convinced that now is a great time to start a company and a great time for Abe & Dotty specifically. Here are seven reasons that are either general reasons to start a company now or specific reasons that have me encouraged about Abe & Dotty:

1) Seth Godin, among many others, is predicting that “local is the next big frontier.” While “local” refers to geography, I think the implication is broader. I think consumers want to feel more connected to their product and service providers. People want to feel a personal connection of the sort that existed for many years at the neighborhood pharmacy or bank or dry cleaner but which is largely lacking now. Supporting smaller businesses who are tangible makes consumers feel good, and it enables stories. When is the last time you bought, say, some soap from Fortune 500 Company X at Behemoth Retailer Y and went home to tell your friends about that purchase. But if you ever buy handcrafted soap made by Stay-at-Home Mom X from Local Boutique Y, wouldn’t you consider telling your friends that you just bought “some all natural soap made locally with fresh lavender, and it smells great”? While Abe & Dotty is not specifically about “local” small businesses in any particular geography, it is squarely about helping upstart, entrepreneurial, smaller businesses. And it’s about enabling stories.

2) The healthy and natural component of Abe & Dotty positions it in the “green collar” sector that President Obama sees as critical to the U.S. government economic stimulus package.

3) Even in this down economy, consumers continue to care about health, wellness and the environment and to spend money on products that support these concerns. See these interesting data points from the 2009 Cone Consumer Environmental Survey (http://www.coneinc.com/news/request.php?id=2030), conducted January 29-30, 2009:

• 44% say “MY ENVIRONMENTAL SHOPPING HABITS HAVEN’T CHANGED AS A RESULT OF THE ECONOMY”
• 34% say “I AM MORE LIKELY TO BUY ENVIRONMENTALLY RESPONSIBLE PRODUCTS TODAY”
• 8% say “I AM LESS LIKELY TO BUY ENVIRONMENTALLY RESPONSIBLE PRODUCTS TODAY”
• 14% say “I DON’T SHOP WITH THE ENVIRONMENT IN MIND, REGARDLESS OF THE STATE OF THE ECONOMY”

4) Though institutional investment activity is relatively quiet, I’ve talked to private investors who are specifically seeking investment opportunities aside from the stock market and real estate. Though no investment is needed yet for Abe & Dotty, I’m optimistic that if and when that time comes, we’ll be an attractive option for investors.

5) There’s a vast pool of available talent in the market.

6) Advertising inventory and other brand-building tools are available at low cost.

7) It’s prudent to prepare now to be in a business leadership position when the economy improves.

So….. onward with Abe & Dotty.