Entrepreneur: Big step brings success in media production – A Step Ahead Productions

Sherri Steilen has been singing for her supper for a long time.

While still a teenager, she and her sister Renee started a company called Gnome Singing Telegrams.

That job, she said, "opened a lot of doors from a lot of angles."

by the Billings Gazette Staff

Since then, she’s done commercial TV work, modeled, worked in pageants, talent competitions, radio, dinner theater, she was a karaoke hostess, directed elementary school concerts and sang in two bands. On top of that, she and her sister started a costume rental business, "Costumes Unlimited," where Steilen designed and sewed more than 250 costumes.

She got out of show business for three years, working as a para-planner for Christensen, Shy & Associates, a branch of American Express Financial Advisors.

But, the urge to create was too strong and when she was presented with a chance to buy into A Step Ahead Productions, she jumped.

"I’m the new kid on the block and boy have I been busy introducing us to the industry, making contacts, sending out demos and promo packets and of course, all the administrative duties that come with running a business," she said.

Steilen can be reached at 245-3380. Here’s what else she had to say about getting back into business:

Nature of the business:

Video production, 30-second commercials, in-house advertising, marketing, infomercials, TV shows, safety, training, instructional, promotional, etc.

Why start this business?

This business is a new challenge and venture and I am ready for. The opportunity was presented to me and I took it on. I have a great production crew, Will Morris and Jason Carter have been in the business for many years and I am blessed to be working with them, they do a fantastic job and have been patient, supportive and helpful. We have access to contract copywriters and creative consultants, which assures us the quality our clients deserve.

Where did start-up funding come from?

My husband, Geordie and I invested some of our hard earned savings. I love him for believing in and supporting me. We’re making our money work for us.

How long have you been in business?

I’ve been a business owner of one sort or another from 1982 to 2000. The last three years I worked my way to a licensed para-planner for Christensen, Shy & Associates, a branch of American Express Financial Advisors. Opportunity knocked and I bought into A Step Ahead Productions.

Biggest challenges in running the business?

Well, I’ve got a lot to learn. I just waltzed into a whole new world. I have a great support team, so that part will come more easily than the challenge in every business, promoting, selling and producing.

What was done to overcome those challenges?

I know from being in business before that patience, commitment, constant promoting, spending your time being involved with the daily "duties" and servicing your customers will pay off. Involve yourself with people and contacts that will benefit everyone (win-wins) and service, service, service. Make your promises and be there from start to finish.

What is being done to expand the business?

I’m busy making contacts and promoting. In the future, our equipment and capabilities will be one target for expansion. We would also like to expand our service outside the local area, but of course, you have to start somewhere, so local is where we’re starting.

Your worst business mistake?

Mistakes are only obstacles to learn from and overcome.

The biggest mistake I made was not having the support I needed from key people in my life. It made things very difficult and though I drove on, it was very wearing. I no longer have that problem, so this business venture should be the best one yet.

I would definitely state that the biggest mistake you could make in a service business is making promises you can’t keep. If you are providing a service, follow through or bow out gracefully and make sure the lines of communication have been understood before you do. If you tell someone you are going to do something, either do it or let them know why you can’t or won’t, then continue to address the issues until everyone is happy.

I haven’t made the mistake of neglecting my family for business. I managed from the birth of my twin daughters to bring in an income and not be too busy to take care of them. I stayed at home until they were 11 and did most of my work there, only to be gone an hour or an evening at a time to do my performing. Now they are in school so I work during the day and am there for them in the evenings and weekends. They’ve got busy schedules of their own now, and we all work around each other. Being self-employed opens opportunities for scheduling your time that being an employee doesn’t.

Advice for someone running a business?

Work at it, don’t get discouraged easily and let those discouragements/mistakes be a lesson you can learn from and move on. Make sure you have support from the people you spend your time with or go find someone who will support you. Learn and grow, don’t burn bridges, pay attention and care.

Number of workers?

We’re "three’s company." Will and Jason man the production department, are camera operators and editors. Additionally, we have outside support for copywriting and creative consultation.

What’s your five-year plan for the business?

We would like to have a bigger "piece of the pie" by then, that’s for sure. Expanding our equipment, the area we service, and the services we can provide would surely be in the business plans for the future.

A question you would ask other entrepreneurs?

Yes or no, isn’t being a business owner/self-employed the most challenging, yet rewarding and enjoyable, position you’ve ever put yourself in? I would encourage any self-disciplined, energetic, creative person with drive and tenacity to go for it.

If you weren’t doing what you are now, what would be your dream job?

Delegating and living off the profits.

“Entrepreneurs” appears regularly in the WorkWeek section. The feature will help readers become familiar with new businesses, as well as educate others in the challenges of starting a business. If you have been in business for at least one year and would like to tell your story, please contact:
Chris Jorgensen
Billings Gazette
401 N. Broadway
Billings, MT, 59101
657-1311, office
657-1208, fax
[email protected]

Copyright © The Billings Gazette, a division of Lee Enterprises.

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To be featured

“Entrepreneurs” appears regularly in the WorkWeek section. The feature will help readers become familiar with new businesses, as well as educate others in the challenges of starting a business.

If you have been in business for at least one year and would like to tell your story, please contact:

Chris Jorgensen
Billings Gazette
401 N. Broadway
Billings, MT, 59101
657-1311, office
657-1208, fax
cjorgensen@
billingsgazette.com

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