Girl Power

By: Chuck SalterWed Dec 19, 2007 at 8:23 AM

No rich relatives? No professional mentors? No problem. Ashley Qualls, 17, has built a million-dollar web site. She's LOL all the way to the bank. :)

Enlarge

From her basement office, Ashley Qualls has made Whateverlife.com a destination for millions of teenage girls.

This summer, Ashley's pals--from left, Shayna Bone, Bre Newby, and Jen Carey--will also be her employees.

Slideshow: The CEO Who's, Like, 17
Meet the founder of Whateverlife.com -- a teen who transformed her hobby of designing MySpace layouts into a boomingly lucrative online business.
Whatevercash.com
How Ashley financed her business.
Her Space: A Guide to Ashley's World
"It's all about giving girls what they want," is the way the 17-year-old explains her success.
Teen Traffic
Here's how Whateverlife.com is ranked by Quantcast, which analyzes traffic to more than 20 million sites.

When her brother took his name off a joint bank account with her, Lincoln Park Community Credit Union petitioned the probate court to assign a conservator. After several months, the judge tapped attorney Alan May. He has 40 years' worth of experience with conservatorships, but Ashley's situation makes the case unique in his career. Although May's role is protecting Ashley's interests, it hasn't always felt that way to her, not when she hasn't had complete control over the money she made. But she says, "I don't want this to come across like a war."

Until recently, though, the tension was undeniable. Ashley was unhappy having to get May's approval for expenses such as her mother's nearly $500-a-week pay. May declined to discuss the case, but in papers filed last spring with the court, he characterized LaBrecque as uncooperative and evasive.

"They're making me out to be the bad guy," Ashley's mother says. LaBrecque, 42, had little growing up herself. Her father worked on the assembly line at General Motors until he died of a heart attack at 42, leaving his wife to raise six kids on Social Security. "It was rough but we survived," she says. "I feel so lucky my daughter doesn't have to live the life I lived."

In mid-July, seven months after being assigned a conservator, Ashley finally sat down with everybody for the first time: her mother, her lawyer, her consultant, her guardian ad litem, and her conservator. She says that she feels much better about the situation.

But that doesn't change the fact that she wants to be on her own. The typical conservatorship case involves a minor with an inheritance or an elderly person who has lost his faculties. "It's unusual to be emancipated to run your own business," says Darren Findling, Ashley's lawyer. "But she's the perfect candidate--an Internet superstar who happens to be a minor."

For now, she's trying to block all this out and concentrate on her business.

On Thursday, while her friends are slaving through exams, Ashley meets with Lippitt for two hours. They couldn't appear more different. He's a low-key, analytical sort with a law degree. Lives on the other side of town, in the tony Bloomfield Hills suburb. Drives a black Lexus, a rarity on her block. As an entrepreneur, though, she relates to him better than anyone else right now.

"I know, I'm always jumping on 10,000 things," Ashley says and then pitches her latest brainstorm, her own social- networking application for girls.

"Hmm," he says. "How do you think the reaction of MySpace would be?"

A teenage CEO, Lippitt is learning, is even more easily distracted and more fearless than an adult entrepreneur. "Failure is an abstract concept to her, and I want it to stay that way," he says. When he was a teenager, his father lost his body shop and had to start over, attending law school in his forties.

Lippitt urges Ashley to prioritize and think about profits as well as design. As clever as her site-building tool is, it doesn't allow a way to run ads on the pages it creates. "You're leaving revenue on the table," he tells her.

At times, Lippitt has to remind himself that she's only 17. "Even if she could go a lot faster, I don't know if that's the best thing for her," he says. "She's already in the adult world doing adult things. I'm reluctant to drive her away from living an important and fun time in her life."

But he's not shy about pushing her when she needs it. Today, he tells her it's time to consider approaching companies to advertise. So far, she has relied largely on Google AdSense, which supplies ads in exchange for what she says is a 40% cut. The direct model is not only potentially more lucrative but also allows her to target brands more suited to teens than, say, Microsoft Office 2007. "I'm not sure that's a good fit," he says of the software ad placed by ValueClick.

Ashley is excited about the idea. And a little nervous. She'll need a sales presentation, a company logo, and ad rates. Eventually, she may want to hire a sales rep, a job she'd never heard of until Lippitt described it. More important, she'll need to sell herself to name-brand companies. "If she can combine "I'm 17' with a little more about her business, I think she's unstoppable," Lippitt says.

This could be the next growth spurt for Ashley and Whateverlife. It's scary, sure, but she's getting used to the demands and challenges of "this crazy opportunity." She's learning, stretching, getting that much-needed seasoning.

She and Lippitt brainstorm about which brands would resonate with girls like her. This is the fun part. No petitions. No regrets. No family feud. Just a 17-year-old and her big dreams in a pink, pink, pink world full of promise. And if they don't come true? Well, there's always college.

Feedback: salter@fastcompany.com