The Beach, Michael Fox
Michael Fox knew he wanted to work in video production from the moment he left film school. But his path from cable TV editor to successful agency owner required more than technical expertise. It demanded a shift in mindset and the right guidance to grow.
He launched The Beach, a video production agency (https://www.thebeach.nyc/contact-us/), in 2010 after years of freelancing. The company specializes in creating video content for social media, websites, and other digital platforms, with a particular focus on food brands. Over the years, The Beach has worked with major clients including Google, Airtable, Viking, and Ooni Pizza Ovens.
“As an editor, you’re limited to the number of projects you can do at a time,” Michael explains. “As a producer, I can be involved in multiple projects.” That realization transformed his freelance work into a thriving business capable of handling multiple clients simultaneously.
But running a successful video production company presented challenges he hadn’t anticipated. His biggest struggle? Productizing his services to make them more accessible and scalable. “In the past, I was doing a lot of bespoke videos, which limited who I could help and how fast I could help them,” he said. Each project required custom pricing and extensive consultation, creating bottlenecks that hindered efficient growth.
Earlier this year, Michael discovered SCORE while searching online for help with digital advertising and online positioning. He was matched with mentor Fred Steube, who brought exactly the expertise Michael needed.
“Fred was able to give me advice and coach me through a lot of my questions and concerns and think about how to position my video products so they’re enticing to a prospective customer,” he said. With Fred’s guidance, Michael developed standardized service packages that allow him to provide quotes faster while still delivering quality work.
Beyond productization, Fred helped Michael navigate the complexities of advertising his business. “Doing it on your own is tough,” he said. “It’s nice to have someone with experience who can give you feedback with an objective viewpoint. Your idea in a vacuum might sound great, but having advice helps you make sure you’re on the right track.”
For Michael, having a mentor means he doesn’t feel alone in running his business anymore. His advice to aspiring entrepreneurs? “Just start. And don’t try to do it all alone. Even if you’re good at what you do, you’re not an expert in everything about running a business. Do the thing you love and outsource everything else.”
Find your SCORE mentor at score.org.
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