Are you ready to start a small business but unsure of what you could possibly do? One key to success is to choose a field that you already know well. The coach and assistant coach of University of South Carolina’s women’s basketball team did exactly this, and it has paid off immensely.

Like many athletes, Susan Walvius and Michelle Marciniak loved the latest innovations in performance apparel. One day Walvius remarked to Marciniak that she wished there were bed sheets made out of the soft, breathable fabrics that she wore every day in her job. Marciniak pointed out that this was an excellent business idea and the company Sheex was formed.

Luckily, the two women worked at a college and had access to business experts who advised them on how to open a small business. They set themselves to learning everything about performance clothing and the field of bedding in general, including how sports companies create moisture-wicking and heat-transferring garments. They then patented the idea to keep competition from springing up before they had even started.

This was the easy part. From there, the pair had to raise the one million dollars that it would take to launch the business, find a manufacturing facility equipped to make their product, and convince stores to carry it. Although it took constant phone calls and emails, just a few months from their land-breaking conversation they had a product ready to sell.

Sheex has been available online since this spring. The women have paid particular attention to branding, determining their market, and marketing in targeted, cost effective ways. The tagline, “Sleep better. Play better” makes it clear what benefit this brand offers athletes. Although athletes are certainly the target audience, many people are looking for any way to sleep better at night.

Fortune named these two women among the top entrepreneurs of the year for their drive and incredible gains in an economy that seems pre-set to failure. Determined to give back to the community throughout their trek to success, both women have participated in business summits. These commitments combined with marketing take them away from home almost constantly, but the work is worth the prize: a successful company.

Sheex’s big break came recently, when the NBA asked to distribute the bedding in their Manhattan store. This opens the door for other sales through the well known basketball association, including in the many branded stores as well as on the website. However, if you need a cool, comfortable night of sleep, the bedding is currently for sale on its own website as well.

Do you have a great idea for a small business? Sheex is a good example of how to make it happen. Talk to experts and get to know everything about your field. Get necessary patents and trademarks to protect your company from impostors. Then, build a brand, complete with a professional logo, and market your product aggressively. If your product has any potential for success, these steps are sure to lead you there.

Females are the largest growing group of small business owners, bring a feminine touch to just about every corner of the business world. However, women are prone to different mistakes than their male counterparts. Here are the top five branding mistakes that women make most often.

Marketing too broadly. Any exposure is good exposure, right? Actually, this assumption is tragically incorrect. Any marketing that is not targeted to your precise market is money wasted. Not only are people outside your target audience less likely to buy your products, marketing to them will diminish the effect your campaigns have on your target groups. Keep your money and your attention where both will make the most difference.

Not controlling your personal image. Many female entrepreneurs are aware of the need to use internet sites such as Facebook to market themselves, but they don’t realize the effect of their profile. Your personal image is closely linked to that of your small business. This means that you must closely screen any information about yourself and photographs before it ends up on the internet. Will a picture of you in a bikini holding a Corona bolster your business? If not, keep it off your social networking sites. Same goes for personal information and anything else that might be held against you.

Charging too little. What does your pricing have to do with branding? Everything! If you charge too little for your products, you are not only reducing your profits and thus your viability; you are also devaluing your company and your product. You will never be able to undercut the big box stores for long, so avoid price wars and instead focus on offering high quality, niche products that can’t be found anywhere else.

Taking on projects that are outside of your scope of practice. Many women feel the need to please others, especially their clients. Female entrepreneurs have the additional pressure of having to produce a certain volume of sales. In some cases, this can lead to taking on projects that aren’t quite right for you. This means that you will be putting a lot of time and energy into something that isn’t your specialty. It can also lead to lower quality work which only degrades your brand. Taking on projects that are not right for you is a temporary solution, but one that often leads to even more problems.

Doing it all alone. Until you start a business, you likely have no idea of how many different roles you will be required to take on. Often, a sole proprietor starting out will be their own logo designer, accountant, and salesclerk—even all three in the same five minute interval. However, this sells your brand short in a variety of ways. First, you will not have time for the quality interactions with customers that will build your business. Second, because no one can be an expert in every subject, you will likely perform many of your duties in a shoddy manner. Unless you are going for an amateur, unprofessional brand, this will not help you at all.