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For Stephanie Conner, it’s about independence and fewer distractions. For Alison Rapping, it’s about not paying office rent. And for Jackie Wright, it’s about touting both of those things to prospective clients.

The trio are among an increasing number of small-business owners who work out of their homes.

They all say economic changes, new technologies and a more personalized approach to client services are blasting away old stereo­types, allowing home-based businesses to be taken just as seriously as larger companies with offices and conference rooms.

“My day is so efficient now,” said Rebecca Golden, owner of Phoenix Web design firm Website Garden. “I literally wake up, brush my teeth and start working.”



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