Interested in starting your own entrepreneurial journey in but unsure what to expect? Then read up on our interview with Alex Morehouse Herman, Founder of The Groovy Shack, located in Sonora, CA, USA.

What's your business, and who are your customers?

We are a community + resource center for artists, creatives, entrepreneurs, and small business owners! We host workshops, photo meet-ups, host community events, offer consultations, build brand content for businesses as well as website builds, social media management, and more!

Tell us about yourself

I started this business 6 years ago as a senior in college. I had gone through some health stuff that kept me home for about a month, so I put up an application on our website (my roommate and I had a small food + fashion blog) asking for models/photographers who would like to collaborate. We received 100+ submissions in under a month... then I realized that we were becoming a network and community of creators. We started hosting events, meet-ups, and workshops, created a talent agency (which is no longer active) and a magazine, and really just aimed to help support artists + to break the stigma of "the starving artist" because that's bullish*t!

What's your biggest accomplishment as a business owner?

I feel very honored to have been a small part of thousands of artists' creative journeys. I love being able to see where these incredible models, photographers, makeup artists, etc., end up, and I hope that attending our events / tapping into our community helped them reach their dreams and goals!

What's one of the hardest things that comes with being a business owner?

At the end of the day, it's up to YOU whether you succeed. No one else can set the gauge; no one else can tell you what needs to be done. You need to slow down, settle in, build trust with yourself, create systems, and stay consistent!

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Find what truly lights you on fire; get to the source! My "WHY" is community.
  2. Allow others to be a part of your journey - let them invest (even if it's just time or being a listening ear - your people want to help you, so let them!).
  3. Be steadfast in your intent but flexible with your approach.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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