Single-minded focus helped Fran Biderman-Gross continue to grow her company.

In 1992, Fran Biderman-Gross took the entrepreneurial plunge. Shortly after graduating from college with her husband David, they started Advantages, a printing company. The business began slowly and was built through various partnerships. Advantages shared costs with another small business and started printing in black & white and two-color. Soon their business grew. Through another business partnership, they added four-color and digital machines.

In June 1999, Biderman-Gross received tragic news. Her husband David was diagnosed with terminal cancer. Two years later, he passed away. At a crossroads, Biderman-Gross decided to continue with the company and planned to figure out how to make it her own. “Advantages was like one of our children,” she said of the business. “It was David’s legacy.”

It took almost 18 months to find the strength to push forward in earnest. Part of her support came from the Entrepreneurs’ Organization (www.eonetwork.org), an international group of like-minded business owners she joined while running Advantages.

Biderman-Gross said that one of the key factors in her success has been hiring the right people consistent with the purpose of her company. She looks for employees to join the team that fit her vision and motto. “I screen and hire for that purpose. Whether hiring employees or marketing new clients, the right fit makes all the difference.” Today, the company works under the motto of Get Noticed. “Our true gift is getting companies to stand out amongst the crowd.”

With a full team in place, Advantages now offers clients a full marketing strategy, ranging from conception to completion. Last year, Advantages became certified as a New York City and New York State Minority- and Women- Owned Business Enterprise. Biderman-Gross said the certification has opened even more doors of opportunity. “I love executing a successful campaign and getting calls from my clients that their phones are ringing off the hook.”

In 2008, Advantages will add direct importing to its list of services. Biderman-Gross wants to take an additional high-level design and manufacturing ability to direct import and design premiums that are custom-made. “That would add a tremendous edge, enabling us to deal with Fortune 500 companies.”

It might even help Advantages, and Fran Biderman- Gross, Get Noticed.

For more information on Advantages, visit their website at http://www.advantages.net.