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Carol Kauscher is a woman who knows no fear.

At 54 years old, Kauscher's resume reads like a list of the professions unlikely to welcome a female into their ranks: factory worker, steel buyer and pest control supervisor. It is topped by her current position as CEO of the extermination business she founded six years ago, D'Bug Lady Pest Management Co.

She doesn't mind showing up to meetings in her signature denim overalls. In fact she didn't own a suit until a few weeks ago when she had to buy one for a ceremony where she was recognized as one of Cincinnati's "Leading Women."

She said she always has gone against the norm and plans to continue.

"I want to be the largest pest control company in the world," she said, stone-faced.

A few moments later, she admitted the goal isn't realistic and said, "I will probably never get there, but I won't beat myself up."

D'Bug Lady specializes in using the leasttoxic pest-removal methods available, which often means using a food bait mixture that lures bugs to a food source laced with boric acid.

Kauscher developed the idea for D'Bug Lady while working for the Cincinnati Metropolitan Housing Authority. One of her duties there was supervising pest control.

Many residents of one of the complexes wouldn't let staff enter their apartments because they couldn't handle the chemical sprays, Kauscher said. But treatments weren't effective unless an entire complex could be treated.

"People would go in and spray, and the bugs would run to the next apartment," Kauscher said. Then one day a resident asked her if anyone had ever tried to use a food bait to kill the bugs. Kauscher looked into it and abandoned sprays forever.

She started offering pest control services part-time using food bait techniques, funding the business start-up with personal savings. When her job at the Housing Authority was eliminated, she went to work for herself full-time.

Her tenacity, Kauscher said, stems from growing up on a farm in Wisconsin. There, she also had her first introduction to pests.

"In the morning, when you went out to milk the cows, you had to make a lot of noise to scare the rats out of the barn," Kauscher said. "Bugs were just a part of life."

So was hard work. Kauscher was one of five children, and her family didn't have enough money to send her to college. Instead, she jokes that she holds several degrees from the

"University of Life" and credits her father for teaching her that if she worked hard, she could do anything.

"I was a steel buyer at a time when women were still barefoot and pregnant," Kauscher said. "I've never been afraid of things."

Still, being a woman in the pest control industry can be a mixed blessing.

It gives D'Bug lady an advantage in the residential market, where women make a large portion of spending decisions.

"It is easier for them to hire a woman than the big, strong man," Kauscher said.

But it seems to be a drawback when Kauscher goes after corporate contracts.

"The number of times that I have to contact a company just to be able to bid on their pest control - sometimes it's years," Kauscher said. "So I write letters and follow up, and it is time-consuming."

When those battles get too frustrating, she hops on her 1994 Harley Davidson and goes for a ride to let off steam. She put 10,000 miles on it in the first year.

On the whole, however, the business has been successful. Today, D'Bug Lady treats sites for about 150 clients, including police stations, 424 Metro buses, Kenwood Towne Centre, nursing homes and apartment complexes.

When St. Paul Lutheran Village began working with D'Bug Lady several years ago, the organization was not interested in using sprays in its 193 apartments or food service areas, said Administrator Jay Kittenbrink. Kauscher's methods did the trick.

"They are very knowledgeable about their field, probably a lot more knowledgeable than I'd ever want to be," Kittenbrink said.

Kauscher has developed her business primarily through word of mouth and calling on area businesses. She also has developed contacts through her memberships in several community and professional organizations, including the Alliance For Chemical Safety, Environmental Education Council of Ohio, Ohio Citizens Action and Women's Voices for the Earth. When she has extra money, Kauscher advertises.

Revenue continues to grow each year, and Kauscher expects sales to double in 2000. She won't disclose specific numbers because she doesn't want to give away information to others in the industry who occasionally approach her with buyout offers.

The industry is quite competitive and Kauscher must compete with local companies and large national chains. The Ohio Pest Management Association has more than 190 member companies and officials there estimate that there are more than 1,000 statewide.

"It is always a challenge to be able to pay a salary and offer benefits as a small company when Orkin and Terminix can offer vehicles," she said.

But Kauscher continues to be fearless.

Her latest effort is to take the company virtual. Her Web site, www.dbuglady.com, went Eve Dec. 17. Two weeks ago, it started accepting credit card payment for a do-it-yourself pest control kit Kauscher designed and named U-D'Bug.

She also is looking into developing franchises of her business so online customers who don't achieve successful results with UD'Bug can have a pest control company in their area to call.

"If you don't shoot for the stars you never get into the clouds," she said.

PESKY DETAILS

Name: Company began as Roach Annihilation Ltd. and now does business as D'Bug Lady Pest Management Co.

Founder and CEO: Carol Kauscher

Address: 2668 River Road, Cincinnati 45204

Phone: 251-9612

Web site: www.dbuglady.com

Site development: Went live Dec. 17; created by Fortune Design

Speciality: Using the least-toxic methods to rid homes and businesses of pests, including termites, roaches, waterbugs, ants, spiders, centipedes, silverfish, fleas, earwigs, mice and rats.

Other products: U-D' Bug, a $50 do-it-yourself kit, is available for purchase by phone or online.