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Courtney Rosen would have to research how to boil an egg. But ifyou ask her how to start a company--well, she can sum it up inabout nine steps. Explaining thousands of useful (and random) tasksin the most basic of terms is the specialty of eHow.com, her1-year-old San Francisco start-up that was born out of Rosen'sattempts to fix her own inline skates. Don't let theReader's Digest version of her success fool you, though.She calculated every step forward. With eHow.com's salesprojected 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 puttogether building blocks in terms of education and getting solidexperience that would set me up for it." First an MBAeducation from UCLA, then a managerial position in Internetstrategy consulting with Andersen Consulting. "It was agrind," she says. "I traveled practically every week fortwo-and-a-half years. But without that experience, I couldn'thave done what I'm doing."
Actually taking the leap from Andersen to eHow.com was the hardpart. She and Jeff Tinker, 31, a former Andersen colleague--nowhusband and vice president of operations--had devised businessplans before, but this one was unique. "I turned to Jeff oneday, and for about the 150th time, I said, `Do you really thinkthis is a good idea?' " recalls Rosen. Her 150thboost of confidence set in after he told her she'd be stupid ifshe didn't try it.
The "financially, really conservative" 32-year-old hadbeen saving money to bootstrap a company. But a $50,000 privateinvestment and financial assistance offered by friends and familysupplied much-needed affirmation. After Rosen raised $3.5 millionin venture capital funding last June, Rosen offered her loved onestheir money back. "Everybody was like `As long as you'refine. Just remember us when you do your IPO,' " shesays.
Now with its "robust" revenue model (consisting of adand sponsorship sales, commerce partners and
licensing), grassroots marketing techniques (like live how-to demosin San Francisco storefronts and tell-a-friend postcards given toeach employee), and 200-member work force, eHow.com's futuresuccess is assured. In December 1999, eHow.com announced it had $20million in funding, a further testament to its glowingprosperity.
In fact, the future's so bright, the newlywed partnerssometimes have a hard time not discussing it. Says Rosen,"We have a three-strikes rule. If you bring it up three times,you're out."
