7/28/2019 Shake Smart Article

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BESTCOLLEGES STUDHNT NTR.EPRHNtrURSKevin Gelfand2.1GRA-DUA[D ItIIqF,Oi2SANlttic0 S1'A]:[ L]]I{I\'TjI{SITYSHAI(E SMARTAs hewas eaving he SanDiegoStateUniversityg).rynneafternoonn July2010afterhis usualweight-training ession,evinGelfand ealized e wasdreading hewarm, umpyproteinshake e wasplanningo drink. "It al-most asted ike dirt,"he recalls.He decided ewouldtry to concocta drink thatadded ngredientsikefresh ruit and nonfatmilk to the usualwheyproteinpowder o find a blendthat tastedgoodand still packed proteinpunch.He turned o fellowgtr'rnrat and SigmaChi fraternitybrotherMartin Reiman or help.The pair cameup with more han 60 differentblendsand ecruited20friends o doa taste estbeforesettlingon 15 inal flavors,ncludingChoco-lateFrosty,madewith chocolate roteinpowder, gave ectat milkand ce,andPerfectTen,with blueberries,ananas,eanut utter andvanillapro-teinpowder.Theyraised$50,000rom family and riends o setup a ShakeSmart kiosk on campus near the g1m, calculating they needed o sell 60drinks a day to breakeven.

Instead ShakeSmart exploded. Immediately after opening they weresclling an averageof 120 shakes a day, and within six months they had 12 ,rpeople on the pay,roll.Last Augr"rsthey reached an agreement with SDSU oallow freshmen to pay using their meal plan.

This spring Shake Smart opened its second ocation, in a SanDiego malloutside a 24 Hour Fitnessgym. The company plans to open a third locationby Decernber,and Gelfand projects 2012revenuesof $740,000.

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AnnieWangZASENIORFIARVAiTI]JI\] VEITS'1'YHER CAMPUSMEDIA"We're capitalizing on a reality where students are on their laptopsduring class and they don't want to pay attention to the lecture, sothey're on Her Carnpusreading the newest articles,"Annie Wangsaysof the network of online women's publications she aunched in2009 with fellow Harvard underpryads tephanieKaplan and Wind-sor Hanger. "Or they're studying at night, but they have their e-mailin-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 mi-crosite, producing content just for students from that schoo l. Dukestudents visiting Her Campusmight pull up a story about "10Things You Are Going to Miss About Duke," while the ladiesatGeorgetown get a column about Georgetown Day. Local adveftiserslove this hypertargeted stuff.To write and edit the microsites,Wang and Co. rely on morethan 3,000unpaid cor.rtributors.The site claims ar1averagemonthlyreadership of 850,000, and revenues cameto more than $3oo,ooolast year.The trio owns 8o other domain names, ike"HisCampus.com," and they're investigatinghow they might followtheir readersas hey leaveschool. "That's one of the ways we'relooking at expanding and making Her Campus a multibillion-dollarideaj' saysWang a trifle ambitiously.

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