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- tired of working for someone else, trading time for money
- want to be their own boss and work from home
- want to "escape the rat race"
- skeptical of "income opportunities"
- want to capitalize on globalization
- want to make money on the Internet
- have tried other businesses and failed
- want a safe second income without risking a current one
- want to be in business but don't have the capital or experience
- already have a nice lifestyle and want to make sure it continues
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