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That's How

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This story appears in the March 2000 issue of Business Start-Ups magazine.

Courtney Rosen would have to research how to boil an egg. But if you ask her how to start a company--well, she can sum it up in about nine steps. Explaining thousands of useful (and random) tasks in the most basic of terms is the specialty of, her 1-year-old San Francisco start-up that was born out of Rosen's attempts to fix her own inline skates. Don't let the Reader's Digest version of her success fool you, though. She calculated every step forward. With's sales projected to reach the "double-digit millions" this year, it's safe to say Rosen did her math.

"I knew I wanted this," Rosen says, "so I put together building blocks in terms of education and getting solid experience that would set me up for it." First an MBA education from UCLA, then a managerial position in Internet strategy consulting with Andersen Consulting. "It was a grind," she says. "I traveled practically every week for two-and-a-half years. But without that experience, I couldn't have done what I'm doing."

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