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Problem Solved

Market your product to moms by showing them how it makes their busy lives easier.

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This story appears in the December 2007 issue of Start Up.

Joni Hilton came up with the idea for a safe, environmentally friendly cleaner when she was under her sink. There, she saw "$70 worth of expensive stuff that doesn't do what it promises," says Hilton, 50, who founded Sacramento, California-based Holy Cow Products in 2003. "I thought, 'Someone should invent one product that will do it all and do it safely.'"

 

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