Purewater Sciences International Inc. raised $850,000 in a public offering for development of its home water purifier but still couldn't afford to introduce it. So the company licensed the technology to $350-million appliance manufacturer Regal Ware Inc. -- and insisted that the product carry both company names. Unlike most start-up licensors, Purewater now has the oppportunity to develop its own market identity.

-- Leslie Brokaw