Small Business Summit Center

Founded:
1998

Fun Fact:
Raced on the NORBA professional mountain-bike circuit for several years.

www.sourcedrinks.com

Drawing upon his professional and athletic expertise, Tyler Benedict launched the Burn line of energy drinks in 2001. “We wanted it to accomplish three things — taste better, be stronger and be healthier,” he says. “We’ve got 25% more caffeine than our primary competitors, more vitamins and electrolytes, and full supplement doses. Plus we use real sugar instead of high-fructose corn syrup; it costs a couple pennies more per can, but it makes a better product.”

With less than $500,000 in start-up capital, the company has survived in a market dominated by multibillion dollar companies. “We’ve been bootstrap from day one,” Benedict says. “Now we’re expanding our marketing, hiring more salespeople, and going after top-tier distribution channels. The American Express Card has been very helpful because it’s given us an easy resource when we need quick capital.”

To Benedict, however, the most important factor in his company’s continued growth is the product itself. “Ninety-five percent of our marketing is just handing a consumer a cold can and letting them try it,” he says. “If we didn’t have a stellar product, we’d have been out of business long ago.”

Founded:
2004

Fun Fact:
Wrote a book called Speed Decorating, which comes out in 2009.

www.jillvegas.com

When asked to describe what she does, Jill Vegas smiles and simply says, “I make homes look fantastic and they sell for more money.” Of course, there’s nothing simple about it; optimizing the look of a property before it hits the market, and thereby maximizing its sale potential, takes both an artist’s eye and a psychologist’s keen understanding of human nature. By capitalizing on her people-smarts and innate design flair, her has created a thriving business.
As often happens, the impetus for Vegas’s new career came about via a fortuitous sequence of events. When she and her husband sold their New York City apartment in 2004, the property fetched much more than the couple had anticipated — and their broker attributed it to Vegas’s astute staging of the space. The broker then asked for her help with another apartment, and a new business was launched.

In fact, Vegas says, some of her clients have loved her work so much they’ve taken one look at her work and instantly pulled their homes off the market. No wonder Vegas’s work speaks for itself: in the three years she’s been in business, her clientele has come solely by word of mouth. Now that’s viral marketing at its best.

Founded:
2007

Fun Fact:
Miesen spent years in Namibia and the Marshall Islands doing nonprofit work, while Dundas is a former child star and Obie Award–winning actress.

www.bluemarbleicecream.com

“Our business is a newborn,” says Jennie Dundas, co-proprietress of just-opened Blue Marble Ice Cream in Brooklyn. “About nine months ago, Alexis approached me and said, ‘Let’s open an ice cream shop in Boerum Hill, and let’s do it with all sustainable materials.’ I said, ‘I’m in.’”

The result of their labor of love is much more than just a sweet spot. “We have an obligation to educate the next generation about consumer responsibility,” says Dundas. Almost every aspect of the shop evidences that mission — from eco-friendly building components, to locally or fair trade–sourced organic products, right down to biodegradable utensils. “I always make a special point of saying to kids, ‘Can you believe this spoon is made out of corn?’” says Miesen. “It’s really opening eyes.”

Ultimately, the aspiring “ice-cream empresses” hope to take their message nationwide, but for now they’re focused on getting their fledgling enterprise off the ground. “American Express has already come through for us,” Miesen says. “A few days after opening, one of our freezers went dead; obviously in the ice-cream business that’s bad. But we just put down our American Express card and bought a shiny new freezer. Without the card, we’d have really been in trouble.”

Founded:
2004

Fun Fact:
Gave up a high-paying position as a Goldman Sachs trader to launch her business.

www.harlemvintage.com

Like all successful entrepreneurs, Jai Jai Greenfield combined business acumen and social savvy to identify and address a developing need. “The first Harlem Renaissance was about music and the arts, but this second renaissance is about commerce,” Greenfield says. “Between seeing what was going on in Harlem and knowing about wine, it made perfect sense to open up a high-end but unintimidating wine store for everybody, from novices to oenophiles.”

Part of her business model involves broadening her customers’ knowledge. “We do events all the time,” she says, “including a wine-tasting every Wednesday that’s tied to whatever Eric [Asimov] writes about in his Times column. It’s gratifying when a customer leaves loving a wine. That’s always our challenge: to know our customer, and pick something they’ll love.”

In the store’s three years, Greenfield and crew have experienced highs and lows, but have kept moving forward. In fact, they’re now opening an adjacent wine bar. “Juggling new mommy–hood with the growth of a business is stressful, but it’s the most rewarding experience I’ve ever had, outside of giving birth,” she says. “With American Express’ commitment to small businesses and the resources in its portfolio of cards, there’s a litany of things I can access to help me through this difficult cash-crunch time.”

Founded:
2001 and 2006

Fun Fact:
Attended the first Earth Day in 1970

www.mossappeal.com
www.mossappealgreen.com

A copywriter and promotion-marketing expert with more than 15 years in radio and the cable-television industry, E.B. Moss struck out on her own six years ago, launching Moss Appeal. Since then, she’s worked with a host of high-profile clients — TV Guide, YES Network, NBC Universal, Teen Vogue, IKEA, and the Westminster Dog Show, to name but a few — developing promotional campaigns and strategic marketing recommendations.

Just last year, the aptly named Moss grew, so to speak, with a spin-off endeavor, Moss Appeal Green, to focus on promoting companies’ pro-social and environmental contributions by helping them implement sustainability practices within and communicate their “green appeal” to the world.
A member of many industry-specific organizations, Moss is highly committed to networking — in large part because her meet-and-greet efforts over the years have paid off for her business in spades. In fact, says Moss, a full 80 percent of her business has come from networking. But there’s another reason she mixes business with pleasure. “People say it’s lonely at the top,” Moss says. “Well, it’s lonely when you’re small!”

Founded:
2007

Fun Fact:
Conceived of his business during a brunch with friends, when he was hit by a flying piece of waffle hurled by a toddler.

www.kidcarny.com

“New York City is undergoing a baby boom right now,” says Andrew “Topher” McGibbon. “Car crashes are the number one cause of death and disability in this country, and the laws of physics don’t cease when you cross a bridge or go through a tunnel.”

To address this growing need for safe, comfortable and convenient child transportation, McGibbon created Kid Car New York. Charges for the subscription service are billed to the credit card on file and tipping isn’t allowed, so no cash changes hands — allowing the adult to focus entirely on the child. Plus the company’s minivan fleet is staffed with trained, vetted drivers and equipped with professionally installed childsafety seats. “And we have the right safety seat,” says McGibbon, “based on your child’s age and weight.”

After just five months, the company is already planning for expansion. “Our phone is ringing off the hook and we can’t meet our current demand,” says McGibbon. “American Express has been great for us as a growing business. The Card offers five percent cash back on gas purchases, which is a huge line item for us. Also, many of our members choose the American Express Card, so we choose the American Express Card.”

Founded:
2006

Fun Fact:
Went through 13 pairs of golf shoes in her first year of walking the greens.

www.equipt.us.com (under construction)

“It started with a bunion and a dream” — that’s how Annie Jaroszewicz describes the inspiration behind her new venture, Equipt, a women’s golf shoe and accessory company built on the philosophy that high style out on the links doesn’t have to preclude blissful comfort, or vice versa. Four years ago, when Jaroszewicz started playing golf, her newfound passion promptly took her through scads of shoes before she finally found a pair that were comfortable enough to walk a full 18 holes in — and didn’t look like an outdated pair of nurse’s shoes. “I know from experience,” she attests, “that you can’t concentrate on your game if your feet are killing you.”

Despite the distraction of those aching feet, Jaroszewicz had the clarity of vision to sense a unique business opportunity, and she’s now preparing to launch her products both online and in retail venues next spring. “Contrary to that old adage that ‘golf is a good walk spoiled,’ the best part of the game is precisely that good walk,” says Jaroszewicz. “The experience becomes positively religious if your feet are in heaven, too.”

Founded:
2002

Fun Fact:
Though organized and systematic, Zaslow admits to not making her bed every day.

www.gothamorganizers.com

With her human resources background, Lisa Zaslow had long helped people be productive — just one of the reasons she’s a perfect fit for the relatively new field of professional organizing. “In three hours I can make a lasting difference in someone’s life,” she says. “Not only dealing with piles of stuff but also teaching them how to make their lives easier in simple ways.”

A big part of Zaslow’s job is helping clients learn to think outside the box — literally. “There are so many organizing products out there that it can really be overwhelming,” she says. “But I just love looking at office supplies, going to fishing-supply stores. I mean, something designed for organizing camera accessories might be great for your bathroom.”

Zaslow’s process invariably begins in the client’s home or office, so that she can tailor her approach to the client’s individual circumstances. “I need to see you in your natural environment,” she explains. “And no matter how bad it is, I’m sure I’ve seen worse! It’s not about being perfect; it’s about being able to find the things you need, when you need them.” And when it comes to streamlining, Zaslow practices what she preaches. “I’m all about speed and convenience,” she says. “So my American Express Card is my major form of payment. The convenience is a huge timesaver.”