A discussion about the process, steps and options of starting a new business

That's what they talk about at the offices of Ashley Madison, a company that is an online dating service for married people.

The concept, while morally questionable, is pretty simple: The company arranges "dates" for married individuals.  They do it by setting up fake meetings to go to, phone calls from the office late at night, excuses to get out of town on business, etc.  They can even produce fake receipts and bogus supporting documents, if necessary.

Today, Ashley Madison is making news for a couple of reasons.  First, they are drawing protests from angry residents near Los Angeles who are protesting a controversial billboard.  Second, they are drawing publicity from an "offer" to movie star Katie Holmes...a free lifetime subscription to their service for Katie so that she can find "real" love and happiness.

Its an interesting publicity stunt that is drawing attention to their service, and you could take away a few lessons from that.

On the other hand, is a business this controversial a good one to be in?  It brings up all kinds of moral questions that entreprenuers should carefully consider before making the leap.  "Risky business" is just that: Risky.  From irate spouses to protestors to the pressure of keeping everything secret, this business has a tough road ahead in their quest for success.