Interested in starting your own entrepreneurial journey in entertainment but unsure what to expect? Then read up on our interview with Tom Allen, Producer and Artistic Director of The Water Coolers, located in New York, NY, USA.
What's your business, and who are your customers?
We are a singing comedy act based in New York City that focuses our comedy on work and life. We've played Off-Broadway and toured theaters around the world, but our primary marketplace is business events, and our customers are event planners and their clients.
Tell us about yourself
I've been a professional actor since I was 14 years old. In my 20s, I co-created Tony and Tina's Wedding, which became one of New York's longest-running shows, and spawned productions around the world, a television show, and a film. In the years since I've appeared in hundreds of commercials and TV shows, but I've always wanted to find a project where I could work with my wife, Sally, who is a successful business consultant.
So, 20 years ago, we created The Water Coolers, and it's still going strong. What motivates me every day is trying to be better at whatever aspect of the business I'm involved in, whether it's writing, directing, managing employees, or editing videos — there's always room for improvement and something to learn.
What's your biggest accomplishment as a business owner?
I'm especially proud that we were produced Off-Broadway by some of Broadway's biggest producers (Marc Routh, Richard Frankel), and we've been named the best in the events industry twice, which is uncommon. But I would say the biggest accomplishment has been responding to the pandemic and its impact on live entertainment — we had to reinvent ourselves and how we approached everything in a matter of weeks just to keep the doors open. It was one of the hardest and most creative things I've ever done. I'm proud to say that we served our customers extremely well and came out the other side with an even stronger brand.
What's one of the hardest things that come with being a business owner?
Keeping what we do current and relevant. We're constantly rewriting the act and responding to new market demands. Live, hybrid, video, Zoom, and we're constantly learning new skills and putting them into practice in high-stakes situations.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- Know exactly who your customer is and stay laser-focused on them.
- Try to concentrate on a scale even when the day-to-day challenges are constantly distracting you.
- Make sure you like, or at least are interested, in what you're doing because you're going to be doing it 24 hours a day.
Where can people find you and your business?
Website: https://seethewatercoolers.com/
Facebook: https://www.facebook.com/TheWaterCoolers
Instagram: https://www.instagram.com/thewatercoolers/
Twitter: https://twitter.com/thewatercoolers
LinkedIn: https://www.linkedin.com/company/the-water-coolers/
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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