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This story appears in the September 2001 issue of Entrepreneur. Subscribe »

The word geek conjures up many images: Dungeons & Dragons clubs, Star Wars debates, Anthony Michael Hall in John Hughes' movies . . . and tech-savvy, "A+"-getting people.

Richard Cole, 48, is betting on those associations to garner customers for Geeks on Call, the franchise he founded to provide on-site IT services to small and midsized businesses.

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