1. Alpha Entrepreneur Case Study 6 Jenni Gold Gold Pictures Aa

2. Led by CEO / Owner: Jenni Gold - Business is big on diversity - Location in Studio City important…proximity to Hollywood - Entertainment Attorney, Co-Producer with business background involved in the business, marketing - Disability- Muscular Dystrophy…diagnosed at 6 months old Gold Pictures Studio City, California Innovative Film Production Company

3. - Did production work growing up with the Jerry Lewis Telethon to benefit muscular dystrophy - Film making is all she ever wanted to do…she loves her work - She won awards early on in film school and demonstrated a proficiency in film What did she choose a career in film production?

4. - Breaking into the film business was difficult - Her disability didn’t allow her to a lot of the tasks required to break into the film industry…internships,etc. - She started concentrating on producing early after recognizing her limitations, so she could hire herself - Took advantage of opportunities to build her own business to keep her in production Why did she start a business in the film industry?

5. - Wrote business plan, did research on successful film projects - Her awards early on gave her credibility that she could produce projects - Credibility, business plan, good screenplay allowed her to go after financing - With production business, each project is individually financed How did she prepare to finance her business start-up?

6. - Independent financing achieved from like- minded investors who believed in her first feature-length film, Ready, Willing and Able - She grew up believing there is no such word as can’t - She believed that if she put her mind to it, she could do anything - Her film project, itself deals with central character who is becomes disabled How was the financing finally achieved?

7. - She believes there are obstacles in everything you do in life, but that you must focus on the goal - If you prove you can produce entertaining films people will give you a chance - Think positively to overcome barriers What were the barriers she faced in building the business?

8. - She uses a horizontal model and goes after audience representing majority of the population - Her business model has changed in relation to the times…..she studies what the market is looking for in terms of genre and technology…she remains flexible - Her competitive edge is that she doesn’t want to do anything but film making…the weak in spirit don’t make it in the production business What was her business model and how has it changed over time?

9. - Strategic partners, vendors play key role in her type of business - Strategic relationships have led her to multitude of opportunities - Partners include stunt team, studio executives in L.A., crew members, editors, Directors Guild of America (first woman with disability in the Guild) - Picked timing for film production that worked for availability of partners that also helped with budget What strategic partners helped her in her business?

10. - She picked people who could relate to her passion for making quality films - Quality of board members extremely important - Jeff Maynard, her husband is important example of a quality board member …a “significant other” person who understands her passion, personal challenges, and knows the industry What characteristics did she look for in choosing her board members?

11. - She looks for people who are passionate about the film making business…eager to create quality work - People who will do even unglamorous jobs with zeal - When she hired, disability was not a factor…if person was right - Pay is always an issue What does she look for in hiring her employees?

12. - She has just started her business, but so far she doesn’t think she would do anything differently - She says she’ll know in 20 years…a long term business planner If she had it to do all over again, what would she do differently in starting her business?

13. - Technology is major aid in helping her achieve her goals…video-assist technology eliminates need for her to climb on dollies, allows her to see frame wherever the camera is - ADA has had positive effect on her business because wherever she is on location, ADA accommodations have enhanced accessibility for her - ADA improvements such as ramps also have helped employees in her business who are not disabled in moving equipment, etc. What role has technology played in her business?

14. - Make sure you are passionate about the business…make sure its something that you would do, even if you weren’t paid - Find something that you would live for and find a way to make a lot of money at it What advice she would give to someone with a disability who wanted to start a business?

15. - (818) 777-1708 - Gold Pictures 100 Universal City Plaza Building 2352A Suite 107 Universal City, California 91608 How does one contact Jenni Gold of Gold Pictures?