Launching a new business merges a balanced blend of entrepreneurial spirit, passion, and the ability to leverage a talent to build a brand. Founded in 2010 by Anna Roberts Ostroff and Alan Ostroff, the origin of Infinity Theatre Company is a model of leveraging talent and building a brand around a value proposition. Although this entrepreneurial endeavor has proven arduous, Anna and Alan have established an innovative business with the ability to inspire and transform those around them. Connecting community to the performing arts is no simple mission, yet these entrepreneurs have crafted a passionate dream into an extraordinary adventure that is becoming a staple in the Annapolis district.
A startup company often parallels a living entity. The business owners refer to the company as their “baby”, an endeavor that must be nurtured, cared for, and developed. In its infancy stage, Infinity is in the midst of creating a cohesive brand and defining its position in the market. Positioning your brand in the market is a key step to building a successful brand. Beyond positioning, the entrepreneurs had to tackle the challenge to virtually create a new market.
By bringing a New York City cast to Annapolis, Infinity has built a marketplace for the district. Innovation within the new market has set the stage for their growing business model. The novelty of a NYC cast is Infinity’s value proposition and communicating this value stems from building relationships. Partnerships and sponsorships within the community have helped to make connections that promote the business in Annapolis and gain a loyal customer following. In spite of this, the company’s main challenge is overcoming a digital consumer mindset.
Digital access to media across every sector poses a test for the business owners to get residents out of the house and into the theater. The entrepreneurial duo has taken on the challenge of keeping the performing arts spirit alive. In doing so, Infinity uses fresh thinking and creative angles to differentiate their product and position their brand with productions that speak to their audience. Plays such as “My Way”, a musical tribute to Frank Sinatra, and “Little Shop of Horrors”, a household name with a distinctive edge, make Infinity’s product more attractive and get theater goers through their doors.
In the spirit of entrepreneurship, in the spirit of show business, Infinity Theatre Company is reinventing the Annapolis theater industry. Leveraging their talents to build a successful brand, the entrepreneurs have quickly learned that creating a market position, a loyal customer following, and a differentiated product in the digital world will breed a winning brand.
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