Earlier this year, three economists hit America’s back roads to learn what really makes a great small business work. What they learned turned into the Roadside MBA, a Stanford Business multimedia project. At one stop, in Yucca, Ariz., 20 miles of dirt road stood between Stagecoach Trails Guest Ranch and the interstate. Here, a woman with no experience but plenty of grit built a dude ranch, and soon learned that the adage, “If you build it, they will come” doesn’t always work, especially in the vacation business.

Her challenge: How do you get the word out in a crowded marketplace? Watch her story to see how she did it. Or visit all our Roadside MBA destinations for more insights from America’s small businesses.