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By the Book

A business plan that fits on a napkin? Not hard if you can make books fit in a wallet.

This story appears in the June 2002 issue of Entrepreneur. Subscribe »

Winning the Entrepreneur Magazine and Southwest Airlines Business Plan Contest was all in a day's work for Paul Hynek, 39, and Russ Colby, 59, of Los Angeles. The contest rules called for putting your business plan on a cocktail napkin--and the co-founders of Spitfire Ventures Inc. are used to working in small spaces: Their business idea features mini-books about as big as a wallet-sized photo.

Fingertip Books come with two different covers: a magnetized one that sticks on refrigerators and a laminated one for wallets. The duo's first title, Rescue 101: Lifesaving First Aid, should be hitting stores soon, and future titles range from serious topics like insurance to humorous ones like Sports for Chicks and Cooking for Guys. Planning to sell units for $1.99 to $2.99 each, Hynek and Colby envision wire racks on retail counters.

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