What it does:
Online magazine for college womenFounders:
Stephanie Kaplan, 22; Annie Wang, 22; Windsor Hanger, 22 (pictured left to right)Website: hercampus.comBased:
$40,000Revenue 2011 (projected):
When Harvard undergrads Stephanie Kaplan, Annie Wang, and Windsor Hanger moved the university's style magazine, Freeze, from print to online in 2008, advertisers followed them eagerly in hopes of reaching female college students on the Web. To tap into that demand, they expanded nationally, creating a new website called HerCampus.com in September 2009, and adding local and national articles on topics like health, relationships, and careers. They recruited a corps of unpaid writers that now includes 2,000 people at colleges across the country. Besides conventional ads, the site runs a marketing program called Campus Trendsetters, in which clients pay to send sample products to students who promote them on social media. Her Campus, which gets about 2 million page views a month, has worked with more than 80 advertisers, including Ann Taylor LOFT, Pinkberry
, and The Body Shop
, according to Kaplan. “A company can come to us, and we can make a program happen for them at 150 schools,” Kaplan says. Her Campus booked $200,000 in revenue in the first half of 2011, and she expects the five-employee business to reach close to $1 million in revenue this year as the site expands to new schools this fall. —Victoria StilwellCorrects to show that HerCampus is a separate venture from Freeze.