The Black & Decker Corporation (NYSE: BDK) announced this morning that it was lowering its fourth quarter guidance to $1.30-$1.35; consensus estimates were $1.85. This caused the stock to plummet 8.9% in trading today to $79.20 around 11:30 a.m.

The company gave a few reasons for the lowered guidance:

• Weak conditions in the United States
• Decreasing orders from key retailers
• Pressure from the housing market and weaker demand for discretionary goods going into 2007

Decreasing orders from key retailers -- are they referring to Home Depot Inc. (NYSE: HD) and Lowe's Companies, Inc. (NYSE: LOW)? -- during the holiday season is a scary sign, not only for Black & Decker, which should obviously be avoided at least until they give 2007 guidance in January, but for the home improvement industry in general. Caution required here.

Back in 2003, Heidi Baker purchased her first condo and did much of the remodeling herself. However, she quickly realized there were not many resources for her to turn to.

It got her thinking: Why not start a business to help women with home improvement? She talked to a friend (and future co-founder), Phil Breman, and they brainstormed a new concept for a television show: "Jane of All Trades."

It also attracted a veteran entrepreneur, Eden Jarrin. "I just knew that it could be something big," she said. "I saw opportunities much beyond TV and into a complete cross-media platform that combined the boom in home improvement with the expansion of online content and community."

It was excellent timing. After all, the female homeowner and home improvement market is growing quickly. For example, the number of single female homeowners is expected to grow from 17 million in 2005 to 32 million in 2010. What's more, female spending on home improvement is in excess of $70 billion.

As for BeJane, it takes a hybrid media approach; that is, the company's how-to content is in newspapers, radio and web properties. There is even branded merchandise (eg, the Multi-use Pink Toolbelt).