A former model, Falsetto started what would become thinkThin out of her kitchen, concocting her own recipes for travel-friendly nutrition bars, including the bestselling thinkThin Creamy Peanut Butter bar ($1.99), which contains 20 grams of protein and no sugar.
After sharing her products with friends, she realized she'd stumbled onto a "white space" in the market and founded her Santa Monica, Calif., company in 1999. Annual revenue is now estimated at $70 million, and the company tops the weight-management category in the billion-dollar bar market. With 50 employees, plus more than 300 sales reps and consultants in the field, thinkThin is in the midst of expanding into different food categories that will further establish the company as a lifestyle brand. Earlier this year Divine, a healthful alternative to a candy bar, hit store shelves, and a new high-fiber product was introduced in August.
On launching new products:
The best way is to open it up, put it in front of [potential customers] and say, "Try this." If it's good and they get the concept, they'll like it.
From the beginning, I really try to listen to what people have to say and include them in decisions. I constantly try to bring the team together with brainstorms and think tanks and fun group trips.
On inspiring women entrepreneurs:
It's something that motivates me personally. I want to promote mentorship and bonds between women and empower women entrepreneurs with the fact that if you have an idea, you can do it if you believe in it enough.