Atwater was at a table with six other women, who, after grabbing some lunch, waved a reporter over to talk. Some at the table said they blogged for a living. One woman said she had just launched an online clothing business, while another said she did in-home personal training.

Allison Czarnecki, founder and editor of www.petitelefant.com, talked about how the Internet has not only helped her to market her business but to also make friends. Her Web site is designed to be a resource for parents to get tips about things such as craft ideas, decorating and various other parenting-related issues.

"The Internet just connects us all on a basic level," said Czarnecki, who is a mother of two. "Nine to 10 years ago, this wasn't there and I felt so isolated."

For Czarnecki, one of her greatest challenges as a "mompreneur" is juggling her dual roles as mother and businesswoman. Czarnecki jokes her daughter keeps a daily tab of every time she gets on the phone for work.

"It's so hard to balance," she said. "I just tell my daughter it's either this or I'm at Wal-Mart working until 10 p.m. at night."

Other women echoed the challenges of being moms and business owners. But they said they appreciated the opportunity to network with others in their situation at the Startup Princess luncheon.

"You can see great nurturing here," said Vicki Winterton, who runs a professional organizing business called Organizing Mind Over Matter. "The networking is exceptional."

In addition to her own business, Winterton volunteers as a "Fairy Godmother" for Startup Princess. As part of that role, she serves as a mentor to fledgling business owners, writes for Anderson's Web site and also speaks at Startup Princess events.

That nurturing aspect is one of the key things that set Startup Princess apart from other groups. Another distinction is the company "fills a need" for women who want to address the issues of running a business while raising a family, according to Anderson.

Her goals for the future are to keep launching new products and services and to expand the reach of her company. Already, a chapter of Startup Princess has launched in California, the first to start outside of Utah.

"When I started, I really saw the vision of women all over the world connecting and helping one another," said Anderson. "It is happening online and I want it to happen in person as well."

For more information, log on to: www.startupprincess.com. Other resources include the Salt Lake chapter of the National Association of Women Business Owners: www.nawboslc.org and the Salt Lake City Social Media Club: www.smcslc.org.

E-mail: nwarburton@desnews.com