Start-Up of the Week: La Mesa Verde!
Jul 12th, 2008 by admin
Being an entrepreneur often means taking great risks. Our start-up story of the week is all about taking risks and reaping the rewards. Introducing La Mesa Verde! La Mesa Verde is a pioneer of a new realm of audiovisual production. Its CEO and founder, Pablo de la Rocha, attributes deep industry experience garnered at a major brand and a stroke of good luck, or rather timing, as the keys to his success. Experience certainly has something to do with it. Previously, he served as Executive Producer for MTV Spain, responsible for the launch of four dynamic music channels (Musica for Canal, 40 TV, eMusic and MTV Spain) and had the pleasure of working with such well-known artists as Shakira, Simple Plan, Orishas, Rynocerose and Faithless. Pablo is also a lawyer with experience in intellectual property. Wow - the quintessential entrepreneur!
Here’s more from our recent discussion:
How did La Mesa Verde evolve?
Pablo de la Rocha: La Mesa Verde emerged as a new concept – an entirely new way of producing and distributing content worldwide. We are built upon a network of highly qualified professionals from different fields of the production and distribution industries. This outsourced approach enables us to be incredibly agile and handle a wide range of projects.
What prompted you to leave your position with MTV to launch your own business? Was it worth the risk?
Pablo de la Rocha: MTV was a great place to learn about and develop a deep understanding of the entertainment business. However, the foundations of the music industry have changed dramatically in the past few years. This pushed me to launch my own company with a different approach – adaptable and flexible, keeping up with trends and changes. I believe business must change when consumer habits change. Leaving MTV… It was absolutely worth the risk.
What have been your greatest challenges as an entrepreneur?
Pablo de la Rocha: It was a challenge at first proving our value. After many years working for a well-known company, it’s not easy showing your capacity or value under your own structure. In the first year we were very fortunate to work with some of the best known companies in the sector including EMI Group, Sony BMG, FEMSA (Sol Beer, Tecate, etc.) and Springfield. We have maintained great relationships with these companies and continue to work with them on a regular basis.
How did you land your first major account?
Pablo de la Rocha: I could say we were in the right place at the right time. Timing had a lot to do with it.
What marketing techniques and programs do you use to reach your target markets?
Pablo de la Rocha: Online networking really worked and continues to work for us. Press releases both in major and specialized press helped us position ourselves in the marketplace. Also, in our particular industry, a good logo and on air look (look and field) means a lot.
What’s next for you and your business?
Pablo de la Rocha: We just entered into a major joint venture with a prominent agency (MindShare, GroupM). La Mesa Verde will develop their new entertainment division and create entertainment content for the bulk of their clients. This not only represents a great business relationship, but it also reveals a new way of looking at and understanding advertising.
How do you intend to grow La Mesa Verde?
Pablo de la Rocha: Stay tuned… www.lamesaverde.com.
You can be sure we will, Pablo. What a concept! Congratulations on its success!
