Novel Idea

Cookie's Fortune

What: Fresh-baked cookies delivered to homes and offices
Who: Geoff Auslen and Andrew Koven of Geoff and Drew's Incredible Cookies
Where: Boston
When: Started in 2001

When Geoff Auslen, 35, and Andrew Koven, 33, went into business together by purchasing the assets of an existing bakery, making cookies was only part of their vision. Intent on leaving a lasting impression with customers, the longtime friends added delivery services--to Boston-area dorm rooms, homes and offices--to the mix.

Available until midnight on weekdays and 1 a.m. on weekends, the cookie delivery service, which doles out fresh-baked cookies in six flavors, has been a hit with customers, especially college students. In an effort to boost growth even further, Auslen and Koven have since expanded the business to include cakes, pastries and brownies as well as corporate sales of gift baskets and tins and catering services for corporate parties and events. To date, success has been sweet: 2002 sales are estimated to hit $500,000.

Auslen and Koven say they plan to build the business one recipe at a time. "We're not out to beat the world just yet; we're out to make good cookies," Koven explains. Next up: adding a few new cookie flavors to the menu.


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This article was originally published in the July 2002 print edition of Entrepreneur with the headline: Novel Idea.

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