Feasting With the Food Guru: Q&A With Ariel Sultan

First of all, how is business these days?

Business is getting quite busy and diverse. For example, we are working with an olive oil company, a vanilla bean company, and a fermenting device company. Every day takes us in a new direction since we never know if we are going to be doing video production at a bakery or connecting a caramel company with artisan cheese businesses for creative pairings at a festival.

What led you to start your own business?

Right out of college, I had a job offer at a big advertising agency in New York, but a hiring freeze led me to my actual passions for food, film, and marketing. I saw an opportunity to live in a place I loved (the Bay Area) and create the job I wanted: to do crossover marketing and content creation, especially video production since I come from a film background.

What sources did you use for startup capital?

No startup capital was necessary because our business focuses on an artisan approach to marketing and video production. Our operation is budget-friendly for the small/­mid-sized food businesses, so we can focus on creative storytelling and quality content.

What do you think is your biggest business strength?

Our biggest strength is our development of networks with influencers, like-­minded businesses, and potential audiences through our own channels, which have provided significant benefits to our clients.

What do you enjoy most about owning your own business?

I feel fortunate to meet truly passionate and inspirational people in their line of work. A lot of our clients have found a love for what they do by taking a risk and going into unchartered territories as food entrepreneurs. I often share their stories with my friends and people I meet.

What’s your least favorite part of running a business?

There are always so many things I have to do during the day that it can often be challenging to get them all done. For example, in a day I’ll be on a film production shoot for our cooking web­ series called Cooking Guru, and simultaneously have to respond to a time-sensitive question from a client. On top of that, I have to meet a deadline for a content piece that is being posted around a holiday.

What do you think are important entrepreneurial skills to have?

The most important thing is to take a leap of faith. From there, if you are persistent and passionate, you will be able to face challenges with innovative solutions. You must truly believe in what you are doing before rallying others to be a part of that mission. My leap of faith was forgoing the corporate route to start a marketing and video production business. It was my responsibility (with my business partner) to go find and sign the clients needed to become a viable enterprise. Even though we've had our share of rejections, I have found that constantly networking, taking meetings, and building a solid portfolio of work has translated into a company I can be proud of.

What are some challenges you’ve faced in business and how did you overcome them?

One challenge we faced was the long lead time from pitching our business to finally signing a client. It takes a while to build a rapport and solid client base. Through constantly following up and demonstrating quality work, we have not only maintained great relationships with clients, but have also received referrals for new business.

What do you wish you’d known before you started out?

I wish I had taken a few entertainment law classes in college to have more knowledge around the legal side of the business. Having some basic accounting skills would be great, too. However, I feel like I’ve built a lot of skills along the way. Running a business is a like constant crash course of things I have to learn.

What is the smartest move you have made with your business so far?

One of the smartest moves I made is partnering up with someone I trust. There’s no better person than my mother, who I trust completely. Clients have told us how they like that we are able to represent the two biggest generations that exist to date: the Baby Boomers and Millennials.

How do you manage costs in your business?

I happen to be a pretty big film equipment nerd. I try hard not to buy all the shiny new toys, but do my best to be methodical in purchasing certain pieces of equipment in order build my rig for producing high-quality content.

How do you find new customers? What do you do to make sure they become return customers?

We have found new customers through attending food shows and events and referrals from current/prior clients. Our clients essentially become ambassadors for our work. Since our approach to working with companies is artisan, we customize our services for the needs of our clients. We go above and beyond their requests to make an investment in their company’s well-being because we truly care about our clients. It doesn’t hurt that we absolutely love their products, too.

What’s your management style with employees?

My management style is collaborative, yet open to constructive criticism. I believe a combination of these factors improves the overall quality of the work produced by my employees because they feel that they are part of the process.

What are some other companies or entrepreneurs you admire, and why?

I’ll pick two individuals that I admire. 1) Serena Williams: Since I am a tennis fan and player, I believe there is no bigger force out there than Serena. Not only has she held the No. 1 position multiple times; she also has the tenacity and unbelievable willpower to rise up from a near-death experience and return to the top by playing some of the best tennis of her life at an age when most professional athletes decide to retire. Against all odds and plenty of adversity, she maintains her poise and goes out to win.

2) Tom Leach: Back when I was interning at The Discovery Channel, Tom was also at Discovery in a neighboring cubicle. I remember he was still in his mid-twenties when he received an impressive job offer at Mark Burnett Productions (creator of the show Survivor). I was curious what it took for someone so young to move up the ranks in a system like Hollywood where it is all about ladder-climbing and connections. He explained that producing his own work and managing his own production company earned him the respect in the industry to allow him to essentially skip a few steps. His entrepreneurial advice inspired me to see the film industry differently and work at it from an unconventional angle. Tom Leach has twice been selected for Fortune’s 30 under 30 List and now runs his own production company called MediaRED.

Do you have an inspirational quote?

"The most difficult thing is the decision to act, the rest is merely tenacity." –Amelia Earhart

What new initiatives are you working on?

We are working on a series of initiatives. Some of the top ones include signing up more clients to increase revenue and our portfolio. Another is to continue building our network of media relations and complimentary business partnerships to best promote the brands we work with. Finally, with our cooking web series, we are working to grow our distribution partners and seek out product sponsorships for future seasons.

What advice would you give to someone hoping to start a business similar to yours?

Put your fears aside and jump in. It is important to take action, and at the very least, you learn from your mistakes. It is important to build your reputation by doing some services for a trade or at cost. Understand your best skills and use that to market yourself.

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