"You put out the capital investment, the time, the energy, hiring new people, all on a hope that people come in the door to see you," Lyons said.

The guys at Sportsland Truck and Auto Accessories are not first-timers. They used to have a location in Springfield but, until now, they've worked out of Rogersville.

"Now we're looking at getting back in and trying to attract customers that don't normally drive down to Rogersville to see us," he said.

So Sportsland is taking the plunge in just a few days, in a brave group with good company. Johnny Mac's sports shop is making a home in the Primrose Marketplace; the old Steak and Ale restaurant location is leased; and Battlefield Mall staff say a Mongolian grill will open where J.Bucks restaurant used to be.

In another example, a new coffee shop started pouring two months ago, and lives to tell about it.

"Our business continues to grow each week," said Randy Austin, owner of Dancing Mule Coffee Company.

Austin admits the business had good timing.

"We were really fortunate to have secured our financing before everything kind of fell apart," he said.

Still, he wasn't sure whether customers would shell out for their morning lattes. His customers prove they will. And those are the customers who inspire other companies to cautiously open their doors.

"As opposed to three months ago, there are positive things happening and they're happening with more regularity," Austin said.