Killer startups

School: Pace University
City/State: Dobbs Ferry, N.Y.
Team members: Bill Phelps, 27
Concept: Designed to stimulate creative thinking, the card game Yamodo (yamodo.com), asks players to define and illustrate a made-up word. It captured the imagination of buyers at Barnes & Noble.com and the Discovery Channel store, which are already stocking it. Yamodo creator Phelps - a MBA student from Pace University who calls himself the company's "chief imaginator" -aims to make the game a childhood classic. "Just about anyone can tell you their favorite board game," he says. "If you ask enough questions, you'll probably discover that it has more to do with the memories that were created while playing the game itself."

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