Three persons with different academic background, working together, built a website specifically aimed at supporting parents of children and teenagers through Internet contents. The project had financial and professional aid that made it possible to offer a quality service. Thus, the website was recognized as a significant effort to provide information, supporting families in ordinary or complex issues related to how to raise children, which was something new in Brazil. At the end of the sponsorship payments, the future development perspective required new investments and the entrepreneurs faced a difficult dilemma: to keep the site the way it was, grow, diversify, join with another entity or extinguish the project. What should they do? Several alternatives were available, involving different levels of personal satisfaction, financial commitment and risk.