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Swell on Wheels

A whimsical ice cream truck makes these tasty treats worth running after.

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This story appears in the October 2007 issue of Entrepreneur. Subscribe »

What: Pink ice cream trucks with international treats

Who: Leyla Safai of Heartschallenger

Where: Los Angeles

When: Started in 2005

Startup: $20,000

In 2005, 28-year-old Leyla Safai quit her job to pursue her dare-to-dream vision of owning a colorful ice cream truck that delivers toys and treats to an electronic beat. A fan of fairytales, Safai sought the "happily ever after" she had always read about. With $20,000, Safai purchased an old mail truck, painted it pink with white hearts and unicorns, and adopted the name Heartschallenger.

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