Start-up publishes children's books with finger puppets.
Creating a new product category can cut through a crowded industry. Schneider Educational Products publishes children's books; its twist is packaging some with finger puppets. Result? Attention from big distributors and an award from the Publishers Marketing Association. The San Francisco company is Sharon Schneider's second act. She cofounded and grew a software consulting firm to $30 million before selling it to General Electric.