At age 17, Michael Schneider established himself as an entrepreneur. While he was in high school in 1998, he began designing Web sites for his friends and family, and he turned his hobby into a business Fluidesign, a Santa Monica company that designs logos, builds Web sites and markets clients online. The company has grown and now it works with such companies and institutions as California Apparel News, AOL and Loyola Marymount University.

“I am not a designer or programmer by nature, but rather a businessman who happens to be in this type of industry,” Schneider said. “I’ve always been good with client relations and marketing.”

What drove Schneider to start his own business was the desire to control his own destiny. “I couldn’t imagine myself not being my own boss. I like setting my own times and rules,” he said.

In some ways, Schneider said, it’s easier for young people to become entrepreneurs because many of them can take risks. “I think it’s much harder to be an entrepreneur if somebody already has a family to raise.”

Although it was his young age that allowed Schneider to take opportunities and risks, being young and looking young became a challenge when it came to convincing his clients of his experience and expertise.

“I overcame being young by overeducating myself, being overconfident and managing relationships,” he said. “I think that what comes out of your mouth and what you do for clients means more than what and how you look like.”

Another challenge he confronted in his early 20s was when he enrolled at USC’s Marshall School of Business while operating his business. Fluidesign was his first priority and school came second.

“My professors struggled with my low attendance and participation and contrasted that with me having and running a business,” he said.

Despite a lackluster academic performance, his former professors continue to invite him as a guest speaker every semester since he graduated in 2003.

His entrepreneurial streak has also grown. In July, he co-founded Nesting.com, an online portal for moms that allows them to share photos and coordinate play dates.

Yoo Mi Chin

Michael Schneider

, 27, Founder and Chief Executive, Fluidesign, Santa Monica

Businesses: Web site and logo designer;

Nesting.com, Santa Monica, an online portal

for mothers

Employees: 14 for Fluidesign; 9 for Nesting.com

2007 Revenue: $2 million

Fact: Schneider started the business at age 17

Quote: “Being young and looking young was my biggest challenge.”