We caught up with the brilliant and insightful Melissa Staroszik a few weeks ago and have shared our conversation below.

Melissa, thanks for joining us, excited to have you contributing your stories and insights. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

My approach to scaling my business, Elite Entertainment Global revolved around the meticulous creation of robust systems and witnessing their organic growth. During my time at the University of Lethbridge in Alberta, Canada, a significant lesson ingrained by a business professor was that owning a business is about building systems and watching them grow, not merely working within or managing them.

Understanding this concept was pivotal—I realized early on that true business ownership lay in building a functional system, not becoming enmeshed within it. Many entrepreneurs inadvertently hinder their growth by trying to be an inseparable part of the system, effectively owning a job rather than a business. If one has to be present daily for the business to function, it’s a job, not a business.

For me, this was a fine line to walk as my business is very much an extension of who I am as an artist. My heart and soul are written all over it. I have created 80% of the costumes and custom acts by hand, and handcrafted every piece of marketing material, web design, print, social media etc. It would be very easy for me to fall into the trap of owning a job, but I’ve made a conscious effort not to do that and to let my business become an entity of it’s own.

In my case, 2023 marked our most profitable year, despite personal health challenges. Diagnosed with stage three colon cancer at 38 years old after years of suffering and misdiagnoses, I underwent surgery and holistic treatments, necessitating a three-month absence. During this time, my business thrived. This success was a testament to the system I’d meticulously crafted, allowing me to step away confidently. I had strategically placed individuals in roles that suited them best, empowering them to make decisions and lead effectively.

Constructing a system wasn’t solely about workflow; it extended to nurturing a corporate culture, instituting checks and balances, and defining buyer qualifications. Through thoughtful planning, I ensured that my absence didn’t hinder our operations. This experience highlighted that due to the well-designed system, my team consistently maintained high performance without my direct presence.

Melissa, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My journey into the entertainment and entrepreneurial world began with a childhood deeply rooted in competitive rhythmic gymnastics, where I proudly represented Alberta, Canada as the provincial champion for five consecutive years while ranking 13th in Western Canada. Transitioning from the competitive arena, I continued to dance, sport specific ballet was part of my training as a gymnast and a daily practice. Excelling in this, I swiftly emerged as one of Alberta’s esteemed teachers and choreographers.

Simultaneously, I embarked on an new venture, founding the dance crew ‘Sinfully Sweet.’ This crew became a catalyst for extraordinary opportunities, opening for renowned artists like Lady Gaga, Girlicious, Akon, and Will I Am, performing alongside talents such as Dave Navarro, and gracing stages across the country with world-class DJs. This experience propelled me to the epicenter of entertainment—Los Angeles—where I earned an O1 visa and embarked on years of touring as a professional dancer and choreographer.

In tandem with my creative pursuits, I pursued higher education, obtaining a business degree with a focus on management and marketing from the University of Lethbridge. Even during my academic years, I remained devoted to dance, contributing to the university’s dance team.

My academic background and early entrepreneurial drive solidified my resolve to forge my own path. I was determined never to confine myself to the typical 9-to-5 grind. The business degree was a deliberate choice, providing me with the foundation to navigate the entrepreneurial landscape and pave the way for my own enterprise.

In 2017, earning my green card marked a pivotal moment. I seized the opportunity to establish Elite Entertainment Global, realizing my vision of a multifaceted entertainment empire. This journey, rooted in passion, perseverance, and a blend of artistic finesse with business acumen, defines the trajectory of my career and aspirations.

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most impactful strategy in expanding my clientele has been truly understanding my business and its offerings. Networking forms the backbone of establishing visibility in my industry. I actively engaged in diverse networking avenues, including memberships in influential groups like the Hollywood Chamber of Commerce and participation in Fete LA, a vibrant networking hub for event professionals, attending their monthly gatherings. Additionally, I committed myself to various industry-specific seminars and workshops, particularly through ‘The Knot,’ a platform pivotal in my industry.

Sponsorship of industry events emerged as a potent tool. It placed me directly in front of decision-makers, fostering invaluable connections. Among the standout events I consistently sponsor, the California Wedding Day Best of Awards reigns supreme. Picture it as the Oscars of the wedding industry—an assembly of every major player. It’s a showcase opportunity I seize eagerly year after year, leading to numerous meaningful connections and friendships within the industry.

The camaraderie and support within my industry are unparalleled. Earlier this year, facing the unexpected challenge of stage three colon cancer, the overwhelming support from my peers was a testament to the exceptional community we have. It’s true what they say: the best marketing is word of mouth. Immersing oneself among industry peers is an invaluable asset.

For budding entrepreneurs, my advice is to intimately understand your business’s core and, especially in the initial stages, embody your brand at networking events. As the owner of a luxury entertainment company, I didn’t always match a luxurious paycheck early on. However, leveraging my creative instincts, I knew how to exude an upscale image, blending my aesthetic sense with a deep understanding of corporate communication. Balancing creativity with a corporate edge has been my secret weapon, allowing me to effectively sell and market my brand

How’d you build such a strong reputation within your market?

What truly bolstered my reputation within my market was a commitment to unwavering consistency, a meticulously crafted brand identity, and a relentless pursuit of excellence in every detail. From the outset, I positioned my company as a luxury entertainment brand, mirroring my own penchant for precision and a love for life’s finer aspects.

Ensuring consistency across all touchpoints—from website to social media and point-of-sale systems—was paramount. Crafting a website that appealed both to event professionals and high-end residential clients was a a key factor in retaining 90% of my clients as repeat customers. They’ve come to expect a certain quality from my brand, and my dedication to consistency and attention to detail is the cornerstone of our success, perfectly echoed in our tagline, ‘details with a heartbeat.’

Maintaining this consistency also extended to our communication channels. Our singular point of contact for inquiries, via our contact form which offers a streamlined our approach. This same form is on our website and is integrated into our Instagram and is easily shareable through text or email. Its smart design not only collects basic event information but also employs targeted questions to qualify potential clients efficiently.

Another game-changer was our point-of-sale system. Building it took significant effort initially, but once established, it became an invaluable asset. Take our renowned ‘bubble sphere act,’ for example, a hit among Southern California’s celebrity clientele. I handcrafted an electronic brochure detailing the act as I have done for every single act we offer—comprising comprehensive explanations, visual content, video links, and pricing breakdowns. With this resource at hand, providing detailed information to clients now takes mere seconds. Our average response time—58 minutes from inquiry to information dissemination—speaks volumes about the well-designed system that empowers my team to excel in their roles.

Ultimately, it’s about meticulously crafting systems that, once established, become the backbone of seamless operations and swift client service. This approach has not only fortified our reputation but also empowered my team to shine brightly in delivering top-notch service.

Contact Info:

• Website: www.eliteentertainmentglobal.com
• Instagram: https://www.instagram.com/eliteentertainmentglobal
• Other: www.mstarcreative.com https://www.instagram.com/mstar_creative

Image Credits
GD Shoots Gloria Mesa Magnolia West Photography Irma Lion