profile : running start : a product to replace nail polish in the snagged-stocking repair kit launches tracie cessna to entrepreneurship.

Tracie Cessna thinks, it\'s here again. Dread.
It accompanied her into every grocery store or pharmacy. Thigh-
In the long, hilarious and painful process of marketing the product she invented, her stomach was beating violently as the corridor went on.
She knew that if someone hit her to the shelf with a revolutionary, amazing liquid, it would definitely stop running in socks. . .
Well, she breathed a sigh of relief every time she couldn\'t find it.
Cesner found that fear and disgust may not be the mother of invention, but they are definitely part of the family.
\"I fully admit that I have had anxious thoughts throughout the ordeal.
All my friends have children and buy a house.
This is my baby . \"year-
Old Cessna took a bottle of out-of-control product and pushed her on the road to starting a business.
Her distress has led to the indiscretion of success.
Now, with out-of-control decorative shelves in major supermarkets and department stores, women across the country now have free time at their disposal --
The glorious but disgusting way to kill socks is with a thick pink nail polish, and now the business is black without looking back, this \"ordeal\" sounds more like a wonderful adventure from Tracie.
Like many creative ideas, Runaway emerged from the panic.
On 1986, Thousand Oaks resident and former software company manager cesner was late for the meeting and her socks suddenly ran away.
She ran around the office frantically begging her colleagues
Nail Polish workers
A receptionist dug a bottle of old hardened polish in her purse.
Cessna said: \"I remember clearly that I was thinking, \'there must be a better way. \'\".
That night she told her brothers Mike Reinhart and Dave Cessna the idea. They yawned.
\"I don\'t see a real need,\" says lawyer and family realist Reinhart . \".
\"It doesn\'t make me feel like there is a market.
Dave Cessna, holding a diplomatic but shavistic View, told his sister, \"it\'s a good idea for a person to agree.
\"These guys ended up getting information, however.
Reinhart asked his wife and then his secretary.
He was surprised.
\"Sure enough, women put a lot of nail polish on their socks,\" he said . \".
So the creation of Cessna was born.
The winning, optimistic Tracie Cessna is the undisputed driving force for the company, but Reinhart and Dave Cessna have invested a lot of time.
Running away from home is the glue that holds the family together.
Several times, however, almost all three have been untied.
\"I don\'t know what I\'m doing at the beginning,\" Tracie Cessna said . \".
\"I think, \'it would be nice to invent a product and make money.
On the contrary, brave entrepreneurs suddenly entered a confusing world full of plastic --
Eat potions, brush
Tips and shelf workers.
Kitchen Chemistry is the first step in product development.
Tracie Cessna separated the ingredients in the stop-running nail polish: toluene ceramine/formaldehyde resin.
Of course, this is a clumsy term, but the key to the user --
Friendly products.
\"I have to know all about plastic,\" she said . \".
\"I don\'t want to invent something that burns a hole in a human leg.
Or container.
She said she filled a traditional glue stick with her mixture, \"it\'s broken down in front of my eyes . \".
\"I said, \'Well, it\'s not easy.
\"Once the proper plastic has been identified, a device for applying liquid must be found.
At a plastics trade conference on 1986, Tracie Cessna and Reinhart were told that only the Dab-o-Matic would do.
\"I think, \'Dab-o-Matic?
What kind of people are we facing?
\"Said Tracie Cessna. The Dab-o-
Marty, a small cap with a cotton swab.
It turns out that a dandy-sized sponge is attached to its underside.
\"This is one of the key findings,\" Reinhart said . \".
\"This may make the product viable.
\"Assembly is next.
On several Saturdays in 1988, three college graduates sat there and filled with 25,000 bottles of escape-free drinks with boredom.
Not to say that no thinking is involved.
In fact, there is no boundary to their invention.
* A defective shotgun
Shell loaders are used to press Dab-o-
Insert the tip into the plastic container comfortably.
* Heated with iron-
Seal the container onto a cardboard backing.
* The legs of Tracie Cessna\'s best friend Tina kiff are used to present the product in a photo on the package.
The samples were shipped out on December 1988.
Developed a sales booth to promote out of control better than nail polish. (
Cessna claims it is not sticky because it is thinner than nail polish;
Sponge tips are cleaner than nails-polish brush;
It dries quickly and is clear on nylon of any color. )
At the same time, Tracie Cessna took her inventory-
All 25,000 bottles are kept in her Thousand Oaks Estate.
It was a chore to escape into the store.
Cessna is fighting major airlines.
\"The whole system is for Tracie Cessna to enter with a great product idea,\" she said . \".
\"The big chain is working with P & G and I don\'t know Adam\'s me.
Some shops will say you are too small.
I don\'t want to deal with you.
My answer was, with a fist, saying, \"you will come to me on your knees one day.
Finally, the first order was received in the mail.
Henshey\'s, a department store in Santa Monica, wants something to escape.
Tracie Cessna screamed in the house, \"Oh my God, we have a purchase order!
\"We have products,\" Reinhart replied . \"
\"Runaway found the shelves of Vons and Alpha Beta through a middleman called shelf wholesaler ---
A dealer that combines several small products, rents a shelf in a store and stores it.
The company that ran away from home soon began to make profits.
25,000 units were sold in 1989 and 75,000 units were sold in 1990.
Tracie Cessna resigned as a software company in June, putting time into the company. And more.
Brainstorming has become a common activity around Cessna\'s creation.
New products are under development.
But Tracie Cessna says none of them will be exactly the same as Runaway.
\"I don\'t know what I\'m in, but I\'m glad I did,\" she said . \".
\"I used to think that other people are experts and they can do better.
Now, I know it\'s different.
\"I hope that my career will be a series of creations.
Close-up of Thousand Oaks work: Entrepreneur perspective: \"Some stores will say, \'You are too small.
I don\'t want to deal with you.
My answer was, with a fist, saying, \"you will come to me on your knees one day.