Gustavo Serafini has developed a desire business enterprise about get the job done he loves. He is co-founder of Pure Audio Video clip, a reseller of substantial-close property theater tools based mostly in Ft. Lauderdale, Fla. The motion picture buff and his co-founder and brother Marcelo produce elaborate home entertainment experiences for men and women who appreciate systems, videos and tunes. Serafini doubles as host of the Enabled Disabled Podcast, which aims to change the narrative about incapacity and empower men and women via sensible guidance and tales.
Pure Audio Video clip, established in 2005, has developed to about $2 million in annual profits, and now has 9 staff members, putting the duo in the modest cohort of entrepreneurs whose small enterprises attain $1 million in annual revenue or much more.
Serafini has built his business when dwelling with a disability. He was born with proximal femoral focal deficiency (PFFD), a scarce, non-hereditary ailment which effects in a shortening of the femur, for which he wears a customized prosthetic he is also lacking his correct arm. (He is between numerous business owners who will be talking at a totally free group function at the New York General public Library on business owners and incapacity this coming Thursday, July 28, at noon EST [on Zoom] I’ll be moderating.)
What has spurred Serafini by way of the ups and downs of entrepreneurship is a belief in “choosing yourself”—as in “This is what I want my existence to be. This is the path I’m inclined to get. These are the sacrifices I’m keen to make,” he describes. “If we don’t have the braveness to opt for ourselves, practically nothing is heading to come about.”
Serafini adopted this mindset at an early age. “The first time I try to remember truly going out on a limb and choosing myself was when I performed basketball,” he says. “I made the decision to attempt out for the 8th grade workforce. I was shorter than most people [who was trying out] and slower. Anyone was light and was telling me, fundamentally, ‘Gustavo you’re not going to make it. I really do not believe it’s the greatest idea you have ever experienced.’ My reaction was that it doesn’t issue if I make it or not. I want to exam myself. I want to see what I’m capable of carrying out.”
He did make the crew, which was undefeated. Whilst, as a pre-teen boy, he in no way requested his coach why he was chosen for the group, he intuited that the mentor had two reasons: to encourage some others on the group to function tougher and to score factors like every person else.
“The coach transformed his offensive procedure when I played,” he recollects. “It didn’t issue if we were being up by 20 points 30 factors, 50 points—if I didn’t carry out, he pulled me, proper absent. I was specified the chance to make myself and him search fantastic. If I did not do it, I bought taken out of the sport like everybody else.”
That experience was hugely motivating for Serafini. “I realized for the initial time that whatever limits I imagined I had were false,” he says. “The true limitations ended up a great deal, a lot even more absent and a large amount murkier than I realized. Just to have that planet increase in front of me was lifetime altering.”
What participating in on the group in the long run informed him, he claims, was, “I can make it in the earth. I could have to operate more durable. But persons are going to give me the prospect to do one thing.”
That encounter led him to serve as a coach at a basketball camp, exactly where the head mentor noticed that he experienced a extensive knowing of the activity. “That was a further lovely expertise,” he suggests. “I discovered a lot about about motivating myself, foremost a crew and camaraderie. All of these factors led into entrepreneurship.”
Past that, coaching was an chance for personal expansion. “There was generally a satisfaction and drive in defying anticipations,” he says. “If another person explained to me ‘You cannot do this, I took on that obstacle of proving them incorrect.’”
Serafini attended college at the College of Chicago—inspired by an English trainer who required him to turn into a writer and liked the English plan there—and then went on to the George Washington University Faculty of Regulation. He found he did not have a passion for law as a career—“I was profoundly allergic to it,” he says—but caught it out. Even so, when it came time to implement for work opportunities after school, felt the contact of entrepreneurship. Inquiring himself, “What can I do to choose handle of my daily life and the factors I’m fascinated in?” he concluded, “I should very own my very own company.”
His brother Marcelo shared a identical drive. “We beloved the movie music encounter,” he suggests. They did some study and a year and 50 percent afterwards, determined to start out Pure Audio Video—and in no way looked again. They to begin with began marketing and advertising their services to audiophiles, then refined their organization product. Outside of operating with clients to strategy the theaters and marketing the audio and online video programs, the organization also does the relevant electrical get the job done and cyber stability. Above time, they concentrated their consideration on serving significant audiophiles with household theaters.
“This was an work out in endurance, soul looking, figuring out who we wanted to provide and who we were for,” he states. “We understood we preferred to go into the significant-end, luxurious tailor made dwelling sector, which is actually hard to break into. The builders control a large amount of that operate.”
They did all of the networking they could to uncover their initially buyers, and the company commenced having off in 2007. But by 2009, the region was in a economic downturn. “We experienced that minute of not realizing if we have been heading to make it,” he recollects. “We decided we have been going to go higher-close or close.”
Last but not least, a builder they understood gave them an possibility to bid on a task at an NFL player’s residence. They won the bid, and the builder held a barbeque to rejoice the deal. “Once men and women realized we labored on that position and he was pleased and keen to explain to folks, the options started out,” claims Serafini. By having just about every undertaking to the greatest amount they could, they created beneficial word-of-mouth that aided the organization grow.
“The creative things we do with pure audio/video clip is really in honor of the artists,” he suggests. “When you develop a cinema space that exceeds the expectations of the people today in the business, that tells you you’re undertaking a thing correct. Individually, I just like sitting down in a good theater with pals and watching one thing I know is as near as doable to how the artist supposed it to be. Countless numbers of individuals function on a huge budget movie. How usually can we enjoy those nuances and special effects? In the finest circumstance, it’s transformative.”
He and Marcelo now purpose to make the enterprise to $4 million to $6 million in yearly profits. “I surely see the benefits of doubling or tripling in size,” he claims. “But we do not want to sacrifice the encounter of doing work with us. We do not want to sense corporate.”
For Serafini, a significant component of the pleasure of making the enterprise has been the mastering course of action. “That plan of mastering one thing and paying out a definitely prolonged time of accomplishing it for its own sake for the satisfaction of looking at what you can do is enormously motivating to me,” suggests Serafini. “What am I able of if I use myself to this?”
A tiny over a calendar year back, he started out his podcast. Considering that then, he has become much additional relaxed opening up and conversing about his incapacity, he states. On one occasion, he worked with an elderly couple, in which the man recognized his incapacity and asked him, “What occurred?” When Serafini advised his tale, the man’s spouse shared their possess tale of shedding two youngsters. “There was a profound human relationship and have faith in crafted up,” he says. “If I hadn’t been open up to becoming vulnerable, that wouldn’t have took place.”
Serafini has observed that whilst disability is part of his id, absolutely everyone is shaped by lots of various experiences, and diverse kinds occur into engage in in different conditions, each in his company and existence outdoors of it.
“Disability is part of us,” he states. “Sometimes that portion can dominate the rest. From time to time it’s there in the qualifications. It relies upon on wherever you are and what you are doing in lifetime.”