Companies of all sizes try to take advantage of fads — it's what big toy and Halloween costume makers do when a movie like "Star Wars" or "Frozen" comes out. Small business owners need to think not only about how to sell a hot product, but how they'll handle the likelihood of a limited shelf life. The popularity of Minecraft inspired Lindsey Handley to create software and afterschool programs to teach children computer skills using the video game. The store is located in Astoria, a multicultural neighborhood, and the partners take their tea to flea markets and festivals around the city to introduce it to new customers. At Create Your Cupcake, customers can pick flavors for all the components: the cake that has a hollow center, a filling, icing and toppings. Besides selling them in her Sandy Springs, Georgia, bakery and online, she caters parties where adults and children get to create their own cupcakes. Five years ago, Jerry Lee began making custom leather smartphone cases, focusing all his efforts on the Apple iPhone, "simply because it was the coolest gadget in town." [...] two years ago, when the iPhone 6 was released, revenue started slowing as other phones with the Android operating system started getting more buzz; Lee's year-over-year gains fell to 50 percent.