How Cynthia Rubio Turned an Idea Into a Million Dollar Business | Reader's Digest

How Cynthia Rubio Turned an Idea Into a Million Dollar Business

Cynthia Rubio's simple electronic wristband tracked thousands of evacuees during Hurricane Ike.

By Gail Cameron Wescott from Reader's Digest | January 2009

On a steamy afternoon last September, an exhausted Cynthia Rubio watched Texas National Guard troops help passengers off military planes at a small airport near College Station. Some people were on gurneys, others in wheelchairs. There were disoriented nursing home residents and frightened children. All were fleeing Hurricane Ike, one of the most destructive storms in U.S. history.

They had something else in common as well. Each passenger wore a bright-yellow tracking wristband developed by Rubio’s company, Radiant RFID. The wristband’s computer chip allowed disaster officials to track the real-time whereabouts of special-needs evacuees, using radio wave technology similar to that used in electronic highway toll systems.

Cynthia RubioPhotographed by Michael O'BrienCynthia Rubio models her evacuee bracelets.
"The bands really made a difference," says Rubio, adding that thousands of families who called the state’s emergency response center during the hurricane were able to locate loved ones. The wristbands also significantly boosted the profits of the Austin-based technology firm that Rubio founded four years ago.

That’s a goal Rubio couldn’t have imagined even a few years ago, as a 36-year-old stay-at-home mom with three kids under ten and a husband who traveled for work five days a week. "My husband was a real road warrior," she says. "All I wanted was to have my family back together."

The daughter of Mexican-born parents, Rubio grew up in El Paso. She graduated with a degree in mechanical engineering, married in college, and worked at Ford in Michigan while earning a master’s degree at night.

Gearing up to return to work after the birth of her third child, Rubio considered a career in real estate, but "I realized I wanted to do something technical again," she says.

A friend suggested RFID-radio frequency identification. The technology wasn’t new, but it was mainly being used to track packages at companies like Wal-Mart.

Rubio and her husband, Kenny Ratton, began imagining wider applications, and in spring 2005, Radiant RFID made its debut at a business conference for 7,000 at a Las Vegas hotel. Participants wearing RFID tags on their badges moved in and out of events without having to stand in lines to sign in.

In the wake of Hurricane Katrina, the company further adapted the technology. The Special Needs Evacuation Tracking System was used for the first time during Hurricane Gustav, and later during Ike, when roughly 27,000 banded storm victims were successfully tracked.

In October 2007, Rubio learned of the Make Mine a Million $ Business campaign to help one million women entrepreneurs reach $1 million in revenue by 2010. After giving an elevator pitch-a three-minute summary of her company and her vision for its future-in front of 150 women in Austin, Rubio was named one of five finalists awarded free consulting services. Only a few months later, Radiant RFID, now with 15 employees, passed the $1 million mark, and today it tops $2 million in earnings.

"It’s a great network to be part of," says Rubio of Count Me In for Women’s Economic Independence, which sponsored the competition (see "Job Creation 101"). "Nobody dismissed me simply because I was a mom with four kids or a female in a technical field. I’ve gotten mentoring and gained confidence."

Rubio also achieved something else: She finally has the family life she always wanted.