You hear it all over the net: Gurus telling you to start a business you're passionate about; and success will follow. While it's important to be passionate about any biz you develop, the one you're most passionate about may not always be the one which succeeds and profits.

Most of us are passionate about something. Something we'll skip work for, organize our work schedule around; even work late nights in our garage developing. Unfortunately that passion - that specific thing we love - may not be easily translatable into a viable business.

Here's a brief case history about a business someone with a passion had:

Anna was passionate about creating and designing concrete garden art. For 3 years she'd been calling herself and new business the concrete statuary lady. And though she whole-heartedly tried selling every prospective customer at fairs, and local functions, only one or two sold at each. With a grand total of 50 sold.

Then a friend suggested opening a shop. Providing her space to sell her art; and house the hundreds of pieces sitting in her basement. Sales at fairs were poor. But worse at the shop. Less than $100 per week. Forcing her to regularly dip into personal savings to keep the biz afloat. A year into her two year lease, she'd closed her biz doors for good. Her inventory, sold for pennies on the dollar, to a paving company who broke it into small bits to make new concrete.

How to know when your passion won't translate into a viable business:

1. Is there a market for your products and/or services? .

While you hear and read this often, many entrepreneurs ignore it. Bottom line - regardless of how passionate you are, to be successful, your biz must have a market. A solid group of individuals who want, need and will buy what you're selling. Unfortunately, like Anna's designs, there simply may not be enough people to support your business. And it could take thousands, or hundreds of thousands of dollars, and years, to develop one. Or maybe there's no market at all.

Certainly, if you have the time and financial ability necessary to develop a market, success will eventually be yours. Just remember, while it's great to be passionate about what you do, there is no business if there are no customers who'll buy from you.

2. Does your business plan forecast success?

Part of the biz plan process is developing a sales forecast and the time frame in which you believe your business will break even. In other words, how long will it take before income pays the bills? And while you'll generally be the one to write it, you can write it any way you like; with a huge positive financial outcome.

Unfortunately if you're not straightforward, from the start, your biz could end up insolvent. Plus, if you're looking for funding, partners or an angel investor, they're quick to ignore biz plan claims of outrageous future success.

Many businesses struggle at first. And there are a variety of great strategies to use if your biz continues to lose ground and money. A good business plan will hold you in good stead. And act as a guide as your business grows. However, when you've exhausted, or about to exhaust, any possible strategy to save the business, it's time to think about taking it in an entirely different direction. Or closing it's doors.

3. There is no way to expand or new direction to move the biz.

Many entrepreneurs fail to consider this when starting up a new or home business. But if there's no way to positively expand the business, or new direction in which to take it, your business could become boring and financially stagnant.

Every business must have the possibility of adding new complementary products or services. Or the ability to positively move in another, an additional, or totally new direction. If there's no "new and improved" version of your business, in time it will be unable to compete. Or be capable of holding on to the customer base it has. Customers are fickle. As long as you keep their attention, they're happy to support you. Don't, and they're moving on to the next best thing.

One last word: It's great when the passion you have can be expanded and translated into a viable business. So take the time to do the research necessary to discover whether it can and will. In short, give your business every opportunity it deserves to succeed.

Copyright 2008 Jean L. Serio

Jean L. Serio has 35 years experience in business, working for 4 top retail corporations. Helping launch and manage 7 multi-million dollar

Operations. Over the last 15 years she's started up 8 biz's of her own. Personally, and through the Women's Marketing and Business Network, helped thousands of women start up their own successful business. If you're sick of the struggle of a 9-5 job and making ends meet, sign up now for your Free Women Start Up a Biz Ezine"