{"id":32565,"date":"2019-03-08T14:22:25","date_gmt":"2019-03-08T19:22:25","guid":{"rendered":"https:\/\/www.wework.com\/creator\/creator\/?p=32565"},"modified":"2020-02-26T14:28:31","modified_gmt":"2020-02-26T19:28:31","slug":"how-to-turn-your-side-hustle-into-a-successful-business","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/management-leadership\/how-to-turn-your-side-hustle-into-a-successful-business","title":{"rendered":"How to turn your side hustle into a successful business"},"content":{"rendered":"\n

It took longtime friends and <\/span>The Infatuation<\/em><\/span><\/a> founders Chris Stang and Andrew Steinthal five years of hustle building their restaurant-discovery website and app before they felt confident enough to leave their full-time careers as music-industry executives.<\/span><\/p>\n\n\n\n

\u201cIt\u2019s called not sleeping,\u201d Stang told Julie Rice, SoulCycle co-founder, fellow side-hustler, and The We Company partner, during a recent talk at <\/span>WeWork Now<\/a> in New York City. <\/span><\/p>\n\n\n\n

In the early days, in order to populate The Infatuation<\/em> with restaurant reviews, they each dined out with a different group of friends every night, then went home to write reviews until 2 or 3 in the morning, and going to work the next day. \u201cIt was a rinse-repeat thing,\u201d recalled Stang. \u201cIt was literally five years of that cycle over and over and over again.\u201d<\/span><\/p>\n\n\n\n

The duo recounted the lessons they learned along the way to making their passion project a full-time business. <\/span><\/p>\n\n\n\n

Seize an opportunity\u2014and create a brand voice<\/strong><\/b><\/h2>\n\n\n\n

The idea for The Infatuation<\/em> actually came from entertaining clients during their day jobs. \u201cThat\u2019s where all of this really started,\u201d said Stang. \u201cWe were eating out all the time on our corporate cards.\u201d<\/span><\/p>\n\n\n\n

It was 2009 and they noticed a shifting landscape in restaurants and media: Fine dining was giving way to a variety of approachable concepts, and the internet was successfully disrupting \u201cold guard\u201d publications<\/span>.<\/span><\/i><\/p>\n\n\n\n

Their friends wanted to know where to go on a first date, where to take their parents, and what was open late\u2014information and advice they weren\u2019t getting from a <\/span>New York Times<\/em><\/span><\/i> restaurant review or chef profile. <\/span><\/p>\n\n\n\n

\u201cThere was a product-market fit within our ecosystem of friends. People were looking for something, and they weren\u2019t finding it,\u201d said Steinthal. \u201cWe wanted to build a resource for the mobile generation, from an entertaining and relatable point of view.\u201d<\/span><\/p>\n\n\n\n

In 2010, when their first event called the Turkey Leg Gala sold out 450 tickets in less than an hour, they knew they were onto something. “If you can build a community around something, it will last,” Stang says. <\/span><\/p>\n\n\n\n

Timing also played a key role: The Infatuation<\/em> launched an app in 2011 and grew alongside mobile technology. The company was an early adopter of Instagram, creating the now-ubiquitous #EEEEEATS hashtag with more than 15 million tags and counting. <\/span><\/p>\n\n\n\n

Put connectivity and corporate experience to work<\/strong><\/b><\/h2>\n\n\n\n

In business, relationships are everything. Steinthal attributes much of The Infatuatio<\/em>n\u2019s success to leveraging the network he developed over his 12-year career as a publicist in New York, using his press list for their first newsletter blast. \u201cOur whole sales strategy is to make people our best friends and try to make them believe in us,\u201d he said.<\/span><\/p>\n\n\n\n

The longevity of their careers in the corporate world also taught them many lessons that younger founders might miss out on. \u201cThat\u2019s where we learned the skills that we applied to what we do at The Infatuation<\/em>,\u201d said Stang. \u201cThere\u2019s playbook stuff that you do to build a fanbase for a band that we do to build community around us.\u201d<\/span><\/p>\n\n\n\n

\"\"
The Infatuation co-founders Andrew Steinthal (left) and Chris Stang. (Above) The We Company partner Julie Rice with Chris Stang (left) and Andrew Steinthal.<\/figcaption><\/figure>\n\n\n\n

Take that side hustle full-time<\/strong><\/b><\/h2>\n\n\n\n

Every founder has a different path to planning his or her jump to full-time, and it\u2019s often tied to financial viability. The two held onto their corporate gigs for a while, enjoying the benefits of a dependable salary and supportive bosses until quitting to devote themselves to The Infatuation<\/em> in April 2014.<\/span><\/p>\n\n\n\n

\u201cWe were able to build up a little bit of savings so we could afford to not make money at first,\u201d Stang recalls. \u201cWe didn\u2019t take a salary for the first year-and-a-half. We only became profitable two years ago.\u201d<\/span><\/p>\n\n\n\n

The Infatuation found early revenue streams in brand partnerships, small investors, and events, including their food festival, EEEEEATSCON<\/a>. In 2018, they announced a $30 million investment from WndrCo and the acquisition of Zagat<\/a> from Google for an undisclosed price.<\/span><\/p>\n\n\n\n

When reflecting on the special sauce that makes The Infatuation<\/em> cook, Steinthal said, \u201cThe whole thing starts and stops with how powerful your brand is and how you connect to community.\u201d<\/span><\/p>\n\n\n\n

Scaling depends on solid recruiting<\/strong><\/b><\/h2>\n\n\n\n

With Stang\u2019s expertise in marketing, he led the charge in editorial, while Steinthal worked on brand partnerships, putting his PR background to work. They outsourced tech development to friends before hiring a CTO in 2016. <\/span><\/p>\n\n\n\n

Today, The Infatuation<\/em> has 72 employees and a presence in more than 24 global cities. From day one, the founders knew they wanted to build a business they could scale beyond a blog, and they quickly realized a big part of that would come from developing a style guide for The Infatuation<\/em>\u2019s voice for a growing team in new markets. <\/span><\/p>\n\n\n\n

\u201cYou have to figure out how to find people who can help you build the thing, who care about it, who are willing to work and dive in,\u201d said Stang. \u201cThis whole thing is reliant on people who aren\u2019t Andrew and I. We\u2019re only as good as the talent we have around us.\u201d<\/span><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Insider how-tos from the duo behind ‘The Infatuation’ and #EEEEEATS<\/p>\n","protected":false},"author":1771,"featured_media":32595,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902,43909],"tags":[513,39218,39221],"class_list":["post-32565","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development","category-management-leadership","tag-innovation","tag-small-businesses","tag-entrepreneurs"],"acf":[],"yoast_head":"\nHow to turn your side hustle into a successful business<\/title>\n<meta name=\"description\" content=\"Insider how-tos from the duo behind The Infatuation and #EEEEEATS\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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