Mable Yee discovered her market stuck in traffic. That's where she hatched the idea for a company catering to commuters, not just their cars. Commuter Products, in San Jose, Calif., sells mail-order products such as the Road Hog (a commuter apron) to road-weary drivers with little time to shop. Other items include massaging car seats and tapes for behind-the-wheel isometrics. The products move best where traffic doesn't, Yee says -- in California and large cities.

-- Anne Murphy