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It's In The Bag

Here's how one entrepreneur keyed in on a rampant purse-digging problem.

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This story appears in the April 2008 issue of Entrepreneur. Subscribe »

What: A unique keychain that makes finding keys in a purse easy
Who: Sandy Stein of Alexx Inc.
Where: Woodland Hills, California
When: Started in 2004
Startup Costs: $130,000

When people talk about following their dreams, most mean it figuratively--but Alexx Inc. founder Sandy Stein means it literally. A flight attendant for 34 years, Stein, 57, began to worry after 9/11 about the struggling airline industry and whether any other employer would hire her at her age. Frustrated, she prayed to her deceased father one night, asking for a solution. That very night, he came to her in a dream, telling her to follow his instructions: Take a bended piece of wire, put a design at one end, attach keys to it and hang it from the inside of your purse.

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