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EPRHNtrURS BEST COLLEGES

Kevin Gelfand
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SHAI(E SMART in July the SanDiegoState Universityg).ryn one afternoon As he wasleaving Kevin Gelfand realized he was 2010afterhis usualweight-training session, he wasplanningto drink. "It aldreading the warm,lumpy proteinshake mosttastedlike dirt," he recalls. like he would try to concocta drink that addedingredients He decided freshfruit and nonfatmilk to the usualwhey proteinpowderto find a blend a proteinpunch.He turnedto fellow gtr'rn that tastedgoodand still packed for help. rat and SigmaChi fraternitybrotherMartin Reiman The pair cameup with morethan 60 differentblendsandrecruited20 includingChocofriendsto do a tastetestbeforesettlingon 15final flavors, proteinpowder, madewith chocolate agave nectat milk and ice, lateFrosty, peanutbutter andvanillaprobananas, Ten,with blueberries, and Perfect from family andfriendsto setup a Shake tein powder.They raised$50,000
Smart kiosk on campus near the g1m, calculating they needed to sell 60 drinks a day to break even. Instead Shake Smart exploded. Immediately after opening they were sclling an averageof 120 shakes a day, and within six months they had 12 ,r they reached an agreement with SDSU to people on the pay,roll.Last Augr"rst allow freshmen to pay using their meal plan. This spring Shake Smart opened its second location, in a San Diego mall outside a 24 Hour Fitness gym. The company plans to open a third location by Decernber,and Gelfand projects 2012 revenuesof $740,000.

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AnnieWang
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HER CAMPUSMEDIA
"We're capitalizing on a reality where students are on their laptops during class and they don't want to pay attention to the lecture, so they're on Her Carnpus reading the newest articles," Annie Wang saysof the network of online women's publications she launched in 2009 with fellow Harvard underpryads Stephanie Kaplan and Windsor Hanger. "Or they're studying at night, but they have their e-mail in-box open, so when they get our Study Break e-mail newsletter, they can read that." Her Campus offers the usual lipstick mix of stories about love, beauty and health, but each campus has its own My Campus microsite, producing content just for students from that school. Duke students visiting Her Campus might pull up a story about "10 Things You Are Going to Miss About Duke," while the ladies at Georgetown get a column about Georgetown Day. Local adveftisers love this hypertargeted stuff. To write and edit the microsites, Wang and Co. rely on more than 3,000 unpaid cor.rtributors.The site claims ar1averagemonthly readership of 850,000, and revenues came to more than $3oo,ooo last year.The trio owns 8o other domain names,like "HisCampus.com," and they're investigating how they might follow their readers as they leave school. "That's one of the ways we're looking at expanding and making Her Campus a multibillion-dollar ideaj' saysWang a trifle ambitiously.

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