Bob Kodner, 38, president of The Crack Team, has transformed an industry by putting a friendly face on a scary problem for homeowners: cracked and leaking foundations. The company was launched in 1985 by Bob’s father Mike, to whom Bob affectionately refers as “the Ray Kroc of Crack”. Bob joined The Crack Team in 1993, and subsequently created company mascot Mr. Happy Crack and his slogan, “A dry crack is a happy crack” which catapulted the company to national prominence. His focus on two main factors, mastering a residential niche service and capitalizing on successful branding efforts, keeps the business thriving. Today The Crack Team has offices in 10 states and is on track to hit its goal of 150 offices by 2007. The Crack Team brand has also achieved pop-culture status by incorporating Mr. Happy Crack into every phase of the company’s marketing and sales efforts. Apparel featuring the mascot is sold worldwide and The Crack Team continues to defy convention by going with its instincts and sticking to its entrepreneurial roots.