Ben Morris's company achieved the impossible during the Obama inauguration, managing to transport people, including Matt Lauer of the "Today Show," around security barricades right up to the Mall.

The vehicles? A fleet of pedicabs—upscale rickshaws proclaimed "the official sweet ride of the inauguration" by D.C.'s mayor.

Starting with five "bikes" in Boston in 2005, National Pedicabs now operates well over one hundred vehicles in Newport, Rhode Island; San Francisco; and the nation's capital, and plans to open in New York City and Florida this spring. Back here in Boston, business is booming from March to November, with up to 2,000 people riding in style to every Red Sox game.

Morris came to Northeastern for co-op; on his last co-op, in San Diego, his business idea germinated. The numerous pedicabs he saw cruising California streets could work on the East Coast, he thought. He began planning during senior year, and hasn't looked back.

The business grew, the 2005 graduate says enthusiastically, "like nobody's business." Passengers tip pedicab drivers but don't pay fares. Advertising and driver rentals fund the business. "Advertisers are looking for creative outlets as traditional print and TV grow stale, and they're drawn to the exposure and the 'green' aspect," says the 2005 business major, who concentrated in finance and marketing.

Morris draws on his degree to analyze potential markets, and says learning to make a killer presentation didn't hurt either. "Northeastern prepared me well to work in the corporate environment. Northeastern students present themselves well and they have 'beef' in their résumés," he remarks, "not just bartending jobs."

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