CELEBRATING 20 YEARS OF HAPPY CRACKS

Through two decades when many business owners turned to technology and diversification of products or services as primary business strategies, The Crack Team remains focused solely on low-tech residential foundation repair. I am proud to say it is rare that a home repair business has such longevity, says Mike Kodner, founder and chairman of The Crack Team. I credit our long term success in part to the fact that we have not changed the fundamentals of the business since day one. We offer a quick, permanent, cost-effective solution to a common problem. In this industry, where referrals and reputation are everything, homeowners know The Crack Team is a company they can trust.

It's been that way since 1985 when Mike Kodner began concentrating solely on the foundation repair segment of his home remodeling business. After his transition from a successful career in home building to high-end basement remodeling, he repeatedly heard homeowner concerns about leaky basement cracks. His innovative resin-injection system solved the problems associated with what was frequently a messy, painstaking and invasive home repair process. As all homes with poured-concrete foundations are inherently susceptible to cracking, he soon realized he had discovered a niche and launched The Crack Team.

Bob Kodner, president of the company, took the reigns from his father Mike, to whom he refers as the Ray Kroc of crack in 1993. Bob Kodner believes that humor and professionalism can, and should, coexist. His philosophy has served the company extremely well. He created the branding that truly personifies the company the cheerful concrete mascot Mr. Happy Crack. When introduced in 2002, Mr. Happy Crack significantly enhanced the company's already successful business and catapulted The Crack Team into everyday lexicon when bus ads all over St. Louis proclaimed Mr. Happy Crack's slogan, A dry crack is a happy crack!

Mr. Happy Crack literally puts a friendly face on a cracked foundation, a problem that causes great anxiety for homeowners. Kodner's vision resulted in the holy grail of branding for any business -instant recognition with extraordinary consumer recall. We're building one of the greatest brands in American business, he says.

In 2004 alone, Mr. Happy Crack was named favorite local advertising icon in a St. Louis Post-Dispatch online reader's poll, the biggest celebrity in St. Louis and perhaps the greatest print ad in history by St. Louis magazine. Beyond increasing sales leads and opportunities for positive publicity, the distinctive branding generates revenue through a line of merchandise and apparel featuring Mr. Happy Crack. The apparel, available for purchase online at mrhappycrack.com, builds awareness of The Crack Team brand name and creates fans across the country. Further, and perhaps most importantly in terms of potential growth, franchisees benefit from and appreciate the instant recognition.

In addition to marking a company milestone, the year 2005 coincides with a defining moment for The Crack Team. While maintaining dedication to the core business philosophy, Bob Kodner has primed the company for expansion via an expertly designed Franchise system. 2004 set the stage with the launch of the first franchise locations outside the St. Louis area in Chicago, Boston, Kansas City and Detroit. Now the company is on track to reach its goal of 100 Franchises by 2007. The Crack Team offers anything but the cookie-cutter Business Opportunity stereotypically associated with the word franchise.

Kodner comments that he worked methodically to design an atypical franchise system. We appeal to a businessman looking for an extraordinarily hands-on investment. He counts 2004 as one of the most personally rewarding years of his involvement with the company. Our charter franchise owners are savvy entrepreneurs and a great example of the direction we're going. We're excited about the potential of The Crack Team brand and look forward to many more years of growth.