Working
WHO: Tina Corso-Hess
WHAT: Corso’s Cookies
WHERE: Syracuse, NY
WHEN: 2001
HOW: “I always loved to bake since my first easy bake oven and I also loved art. Once I combined them both into decorated cookies I knew I had found my niche,” says Corso. When Corso had trouble finding a unique gift to send to a friend who had a baby, she decided to take matters into her own hands. The result? A million dollar business. “I decided to send her some cookies decorated like flowers in a basket. She loved them so I started making them for thank you gifts…they created quite a buzz around town. Every time I sent cookies out the recipient would want me to make more to send to someone for them. It seemed to be a snowball effect,” says Corso.
Working as a real estate agent, Corso used part of her commissions to fund the start-up. “I would go to the store, buy a pound of sugar and ten pounds of flour pretty much every other day. Then I’d wait to get paid on one bouquet to go out and do it again,” said Corso. The fledgling cookie business received its biggest boost from its first large order. “One thing that really helped was an order for 5,000 heart shaped cookies from the American Heart Association. We didn’t have any equipment for this. We had to do all the rolling by hand. I called every relative I had, every friend I had to help. With that order, the money we made helped us get things really started,” says Corso. A new and improved website also helped Corso’s Cookies gain exposure. “Once we got a really good website up, other companies started coming to us wanting to sell the bouquets on their site,” says Corso. Today, Corso’s Cookies are sold on over 100 websites, including ProFlowers and Amazon.
As orders kept getting larger and more frequent, Corso decided to leave the real estate business behind and pursue her true passion. “Within 6 months of starting cookie bouquets, the cookies just dominated. The tipping point for leaving real estate was my getting three hours of sleep a night,” explained Corso. But Corso wasn’t the only one burning the midnight oil—her husband Peter Hess also worked overtime to get the business off the ground. “My husband worked a full-time job to support us and worked with me in the evenings and weekends to prevent us from having to hire an accountant, janitor or salesperson. He kept on top of business matters and I More…
WHO: Rachel Braun Scherl and Mary Wallace Jaensch
WHAT: Semprae Laboratories, a company founded by women and focused on women’s sexuality. Semprae provides evidence based solutions supported by real science to create a place online for women to talk and learn about sexual satisfaction. The company’s flagship product is Zestra, a blend of botanical oils and extracts clinically proven to increase satisfaction.
WHERE: Saddle Brook, NJ
WHEN: 2008
HOW: “Much of how we got here feels like serendipity,” says Scherl. Both former successful marketing and strategy consultants, Scherl and Jaensch focused on women’s issues for most of their careers. “We focused on women-driven businesses – birth control, health and beauty, fertility– servicing leading companies including Johnson & Johnson, Wyeth and Church & Dwight,” says Scherl.
Knowing about their passion for women’s issues, a venture capitalist friend showed them a business plan for Zestra. “He said, ‘This opportunity, this category is for you’,” says Scherl. In April 2008, the pair met with the company’s higher-ups hoping that they could potentially manage the company. They was under the impression that Scherl and Jaensch were coming to the table with funding to back the troubled brand. “We parted ways believing that our interests were not aligned,” says Scherl.
Although the meeting didn’t turn out the way they hoped, Scherl and Janesch’s walked away with their curiosity piqued. “As we looked at the category, which we now define as sexual satisfaction, it looked like the “perfect storm” from a marketing perspective,” says Scherl. The pair noticed how many women were looking for More…
WHO:Eric Schnell and Steve Kessler
WHAT: Steaz: The Healthy Beverage Company. Steaz is the maker of USDA Certified Organic and Fair Trade Certified beverages, including iced teas, green teas and energy drinks. They’re the best-selling natural Energy Drink brand in the U.S.
WHEN: 2001
WHERE: Newton, Pennsylvania
HOW: Kessler and Schnell met in the 90’s while working at health food companies. The same family owned both companies and the duo worked together on the launching of over 1,000 products. “One day we said that we could create a company that really makes a difference in the world; we had a great idea-making soda healthy,” says Schnell. Their vision was to take a familiar taste and make it healthier. “We decided to change soda and make it healthy. We put green tea and organic ingredients in carbonated water,” says Schnell.
Schnell and Kessler took their idea and did what I typically tell people not to do. “We used every nickel in the bank, mortgaged our houses, took out credit cards and maxed them out…all the crazy things entrepreneurs do. We believed in the concept,” says Schnell. The gamble eventually paid off. With about a half a million dollars in seed money, Kessler and Schnell began to build their brand. They worked tirelessly to promote their brand and six months before it’s official launch they left their 9 to 5 jobs.
Today, their business More…
WHO: Kalika Yap
WHAT: Serial Entrepreneur: Citrus Studios, Luxe Link and The Waxing Co.
Yap is also a mother of two.
WHERE: Santa Monica, California and Honolulu, Hawaii
WHEN: Yap started her first business, an interactive design agency, Citrus Studios in 1996. Her second venture, Luxe Link, which makes handbag holders, launched in 2006. Her latest business, The Waxing Co., Honolulu’s only salon dedicated solely to waxing, opened just over six months ago.
HOW: When Yap started Citrus Studios, all it took was a used computer, $400 she borrowed from her parents and a passion for web design. At the time, Yap was working at a museum and doing freelance web design projects on the side. When the amount of money she made from freelancing exceeded her regular salary, Yap knew it was time devote all of her efforts into pursuing her passion. “I really should have quit six months earlier than I did. I thought, ‘I need a job. What happens if something happens?’ I was trying to be careful.” Looking back, Yap says that it’s transitioning from your 9 to 5 job into entrepreneurship that makes your business that much better. “The moment that you take the leap it forces you to align everything. When you’re working without a net you’re a little more careful. When you have a job you always have a backup.” Thirteen years after taking that leap, Citrus Studios does well over $1 million dollars in business every year.
Luxe Link, Yap’s second business and a joint venture with her former NYU roommates, was launched More…
In 1999 Marcy Cohen started making hair clips for her daughter for fun. Today, Cohen and her sister Lori Rockoff are partners in Pea Soup, a line of children’s clothing and accessories. Read on to see how they turned their hobby into a half-million dollar a year business.
Who: Marcy Cohen and Lori Rockoff
What: Pea Soup Accessories for Kids; a manufacturer of handcrafted children’s hair clips, bows and more. You might have seen their designs on the offspring such celebs as Gwyneth Paltrow and Jennifer Garner.
When and Where: Ten years ago in Chicago, IL
How: In 1999 Marcy Cohen was working as a teacher. Her sister, Lori Rockoff was doing social work. For fun Marcy started making hair clips for her daughter and from there, Pea Soup was born. “I found myself going in my restaurants and people would stop me and say where did you get this bow…we didn’t start with a plan. We were buying materials, going to craft stores. Our first customer was a children’s hair cutting salon. We brought our items in and they placed an order.” That first order may have only $150 but the satisfaction they got from this taste of success was enough to spur them on. “We were so excited. It’s still exciting,” said Cohen.
From there, the orders only got larger. “When we first started we were the ones making the clips. We were in LA a year and a half into it when we got our first big order. It was about $1,200.” After a weekend spent on the floor of Lori’s apartment assembling the clips, More…
