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Loosen Up!

15 Minutes of Fame

What: Trading cards featuring everyday people
Who: Brian Mullen, Brant Herman and Todd Herman of PeopleCards
Where: San Francisco
When: Started in April 2000

Are you fed up with celebrities taking the limelight all the time? Brant Herman, founder of PeopleCards, sure was, so he came up with a line of quirky trading cards inspired by the recent trend in reality entertainment. "We have people around the country who, because they're on a PeopleCard, become more than just an unknown--they become a kind of a persona," says Herman, 26, who started the company with the help of his brother, Todd, 29, and their friend Brian Mullen, 31.

Just about anybody can apply online at for the chance to be featured on a PeopleCard; clubs and musical bands can also be immortalized with PeopleCards. To date, the popular cards, which retail for $2.99 per pack in hardware, grocery, convenience and comic-book stores, have been well-received, with sales for 2002 projected at $350,000. What's next? The company is currently planning a human resources line of PeopleCards for companies wanting to give outstanding, hard-working employees some recognition.

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This article was originally published in the June 2002 print edition of Entrepreneur with the headline: Loosen Up!.

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