Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Chris LeBeau, Founder of Decoding Cocktails, located in Saint Louis, MO, USA.
What's your business, and who are your customers?
Spirits and cocktail education are what I provide. Primarily this is done through hands-on classes in people's homes and businesses. Whether for a business or homeowner, the primary motivation for buying is to have fun. Whether that's a team-building event, client appreciation, a birthday, gathering for the holidays, etc. The real work begins once I'm there. I use that moment of "I want to do something fun" as a forum to draw them in and generate an "I can do this" mindset.
Tell us about yourself
My working world from age 22-38 fell primarily in marketing and strategic planning. While I enjoyed the world of big-picture thinking and thought leadership, it was also a bit hollow. I preached concepts that I'd read in books but, for the most part, hadn't actually practiced. My curiosity about spirits and cocktails began almost a decade before any inkling of working in this field came to my mind. But I became excited by the idea of teaching my friends how to make drinks confidently, and the passion project became a full-time endeavor during the pandemic.
As for what motivates me, I love the look on someone's face as they marvel at what they've created or begin to understand how simple mixology is at its root. Learning more so I can teach new concepts keeps me excited.
What's your biggest accomplishment as a business owner?
I imagine it's written often, but it's probably, still being in business. There have been a handful of harrowing chapters where I wasn't sure I'd make it, but I'm still here, and some promising tailwinds have begun to emerge.
What's one of the hardest things that come with being a business owner?
I heard author Elizabeth Gilbert of "Eat, Pray, Love" fame says something along the lines of, "I believe that anything worth doing is 90% boring". I'm fortunate that I love teaching mixology and various aspects of spirits to others because, for me, the work of running the business itself is mostly boring, frustrating, and lonely.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- You should start a podcast or some media channel. I started mine at the suggestion of fans and mentors. It takes a good deal of work, but the level of access and emerging authority it is beginning to yield is surprising. I choose to view it first and foremost as a learning and development tool. Who do I want to hear from and why? The possibility of sponsorship is appealing, but I try to make decisions based on how I can grow and learn rather than the race to build an audience.
- Seeking advice is invaluable, but at some point, you have to begin to trust in yourself.
- Don't become an entrepreneur because it's fashionable. It's a lonely and hard road. Do it if you feel called to it.
Where can people find you and your business?
Website: https://www.decodingcocktails.com/
Facebook: https://www.facebook.com/DecodingCocktails
Instagram: https://www.instagram.com/decodingcocktails/
LinkedIn: https://www.linkedin.com/in/clebeau/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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