At the age of 5, Tyler McClure was selling lemonade at the end of his driveway.

Seventeen years later, McClure is trading in lemonade for sex appeal.

Three years ago, the East Lansing resident wrote a business plan to create and sell a calendar featuring girls from the Lansing area clad in scandalous getups. McClure, a Lansing Community College business sophomore, is now putting his plan into action.

The 22-year-old is blunt with his approach to the calendar.

"I like girls, and I like money," he said.

McClure's "East Lansing's Girls Next Dorm" calendar will be released July 1, and features girls from MSU, LCC and Douglas J Aveda Institute. McClure estimates about half of the girls go to MSU, and none live in dorms.

He found girls in classes, through MySpace.com and recruited a friend from high school for the calendar. He turned down 40-50 hopeful MySpace applicants, who weren't "up to par." McClure was surprised the more unattractive girls would invest in having model portfolios.

"It kind of cracks me up that they spend all the money on that stuff," McClure said. "East Lansing guys want quantity, not quality."

McClure's calendar is slightly selfish, said Janice Bukovac-Phelps, an assistant professor in the Department of Advertising, Public Relations and Retailing. Bukovac-Phelps is familiar with the use of sex in advertising.

"He's not supporting anything, he's not promoting anything," she said. "He's just merely making money for himself. Sure, he could do it making pornography or with pictures of East Lansing buildings. He's targeting his kind of age group."

Each month of McClure's calendar is sponsored by a local business. The Riviera Cafe, 231 M.A.C. Ave., Whiskey Barrel Saloon, 410 S. Clippert St., and Splash of Color Tattooing, 515 E. Grand River Ave., are some of the businesses featured in the calendar. They act as the location for the photo shoots for the models, ages 18-24. McClure also chose the models' outfits and accessories for each shoot.

McClure's dream hasn't been a cheap one. The DeWitt, Mich. native spent approximately $25,000 on the calendar's production, all of which he generated from his current job as a ticket broker.

Bukovac-Phelps added that the age-old cliché does apply to McClure's situation.

"It's unfortunately true that sex sells," she said. "That's what he's banking on - that that's going to work."

McClure's parents are split on their son making money from selling the sexually provocative calendar. While his father isn't fond of the idea, McClure says his mom doesn't mind.

"My mom always said I'd be an entrepreneur," he laughed.

Bukovac-Phelps questioned McClure's motives when it came to donating proceeds to charity. McClure said he will keep all of the money to cover his own expenses, and doesn't plan to donate any of his profits this year.

"It's the first year, and since I want to expand, I need all the money I can get," he said. "Eventually, I'll look out for a charity."

McClure paid his models up to $200 for a shoot. About 300-800 photos were taken of each model.

Calendar model Lindsay Medrano, a Douglas J Aveda Institute student, modeled at The Firm, 227 S. Washington Square in Lansing.

"I felt like I did a thousand crunches," Medrano said. "I had to hold a cute face while my legs were shaking."

Henry Brimmer said the calendar diminishes respect for women.

"It's very exploiting and objectifying, and all sorts of horrible things," said the graphic designer in the Department of Advertising, Public Relations and Retailing. "But to condemn efforts like that is to assume there aren't people willing to do it."

The models will be paid $3 for each $12 calendar they sell on their own. The calendars will be sold at various promotional events, including pool parties at Chandler Crossings apartment communities. Media contracts were signed by the girls, which stipulate their pay, McClure said.

"I don't really feel that it's exploiting anyone if they're agreeing to it," McClure said. "I don't have them at gunpoint."

Lydia Weiss, a sociology senior and former director of the MSU Women's Council, has mixed feelings about the calendar. As a member of the council, Weiss and other women discussed the portrayal of sexuality in the media.

"Ultimately, in that situation, I believe it's your choice," she said. "And although it definitely is not a positive image for women, it still was up to them to do that."

Weiss also added that the calendar could act as a positive enforcement for women.

"That could be potentially very empowering for her," she said. "However, you have to take into consideration the person who will be looking at them and objectifying your body - not as an actual person."