Adam Torres and Ryan Kugler discuss entrepreneurship.
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Show Notes:
New book alert! In this episode, Adam Torres and Ryan Kugler, Founder of Plan B, A5 Events, Ideal Content, explore being an entrepreneur and Ryan’s new book, How to Start Life!: An instructional guide for those who completed school and ready to start out in life.
About Ryan Kugler
Ryan has been overseeing successful corporate events for more than 15 years. He has served as the Executive Director of the “Say No to Drugs Holiday Classic,” held in Los Angeles and has watched it grow from a few hundred participants to thousands. Additionally, he partners with the “Students Run LA” program to produce three yearly training races.
Ryan has also loaned his voice and vast knowledge of the entertainment industry for conferences and seminars. Recently, Ryan spoke to attendees at the Game Supply Academy as well as attendees of an entertainment-related breakfast seminar, sponsored by Chase Bank. In addition to these and similar speaking engagements, Ryan also hosts film seminars that provide practical and applicable advice for filmmakers, actors, and producers–essentially anyone who wants to succeed in the movie industry.
About A5 Events
A5 Events is an events management and planning company specializing in the management of charity races, corporate events, and other special events all across the country. Our event directors have a cumulative experience of over 50 years in the event management industry and together as a team, we have been assisting companies across America host fabulous corporate events, for the past 20 years. If you are a Brand Manager, Event Marketing Manager, Partnership and Experience Manager or in charge of global events or sponsorships for events, please note that A5 can help you produce your; Athletic Contests, Family Friendly Group Events, Wellness Events, Eco-Friendly events, Business Summits, Branding events, Seminars and more!
Full Unedited Transcript
Hey, I’d like to welcome you to another episode of Mission Matters. My name is Adam Torres, and if you’d like to apply to be a guest in the show, just head on over to mission matters.com and click on be Our Guest to Apply.
All right, so today’s guest is Ryan Coogler and he’s founder of Plan BA five events and ideal content. Ryan, welcome to the show. Hello, sir. Thank you. Appreciate it. Hello listeners, this is great. I can’t wait. All right, Ryan. So a lots of talk about today. I definitely want to get into your mind and psyche as an entrepreneur, cause you’re running multiple businesses and I know that’s no easy task.
So we’ll get into that and more, but just to get us kicked off, we’re going to start this episode the way that we start them all with what we like to call our mission matters minute. So. Ryan at Mission Matters. We amplify stories for entrepreneurs, executives, and experts. That’s what we do. And that’s our mission.
Ryan, what mission matters to you? To get shit done. Sorry, I swore there, but to get stuff done, to, you know, basically. What matters is every day somebody is given tasks, things to do. One can easily put off and put it aside. And even I’m guilty of it, but you got to like change your mindset and just get it done because otherwise it just stacks up and then just makes you just want to go home and not go to work the next day.
Man, I love it. I love the attitude and I love the concept and I guess just get us kicked off. where did this entrepreneurship thing start for you? Was it, were you always an entrepreneur? Like, it’s from a young age or did it like happen later in life? Like, where’d you get bit by the bug? I think that’s a good question.
I’ve never had it posed that way. And now as I think about it, I think it really, as a kid, You know, I kind of grew up and, you know, a family where, you know, my parents were divorced. I had a lot of brothers and kind of, you know, the old school of being grown up where you kind of sink or swim. So I had to learn how to swim at a young age and make things go.
Right. And I guess you could say that was entrepreneurship. From, you know, getting to the mall to finding movie, to money, to spend in a movie, to We didn’t know it was entrepreneurship, right? We just, that’s a fancy word that we have now, but it was just called, Hey, we needed money and we had to figure out how to get it.
Right? Yes. Yes. That’s right. That’s right. So I started at a young age, figuring things out. what are your first, like, give me an early product or early thing. I think I have baseball cards. That was the earliest one I can remember. Maybe it was comic books. One of the two. I don’t know. You know, I, I’m a big music fan.
I love music. So I always wanted to buy a CD or an album tape. So I always needed the 1499 to go spend at the store. Yeah. What’s the first thing you remember selling, like your first product or like value add? Okay. You’ve read, this will blow you away. So I went to a boarding school when I was 15 and my parents didn’t have the money to pay for it.
And they said, Hey, you got to come home. And I said, no, give me something to sell. And my father had a bunch of artwork and I started selling the artwork for two bucks, 2, 000 a picture and started just calling people and wound up, you know, selling three pieces that bought me, you know, for the end of the year, from January to June.
Yeah. Yeah. Yeah. What, what year was this roughly? 1990. Wow. So that’s like, that’s, you know, that’s, I don’t need the exact, I’m just thinking about like today’s value of money. So like, that’s not a little bit of money, like even for right now, there’s some artists listening, like, how did he sell it for two?
Yeah, no, I agree. And I’m still shocked, travails as anyone else. You know, one person’s like, sure, I’ll buy it. And then bailed on it, like, you know, two days later. And it was just, you know, Just, you know, having to find a new buyer and having to figure out. And then also, how do you get it from point a to point B when you’re 15 years old?
Well, how do I get this guy, this, this picture that’s in a box and how do I get him to go pick it up? And it’s in a warehouse in LA, what do we do? so that’s entrepreneurship. I had to figure it out and just come up with solutions to problems. Did you feel like, did you feel like this was kind of like normal, like your skillset and to be able to do this and figure this out, or was it like, cause I’m guessing and correct me if I’m wrong, I just think about like my friends at the time when I was 15, nobody was thinking like this.
Like what did you feel like that was your superpower early on? Or did you even recognize it? Maybe you didn’t. You’re just living in your own shoes. Do you remember? I don’t think I recognized it, nor do I think the school and my parents did. I think it was just back then. It’s like, you know, you know, kids grew up and had to, you know, start work at 5am on a farm and milk a cow.
And it was just assumed, you know how to do this. So you’re right with the question you just asked. No, I don’t think I was ever recognized or accoladed for it or anything. I just did it. You just did it. The school got their money and you got to stay in. Yeah. Everyone just kind of moved on. There wasn’t like, you know, a special accommodation that you get or anything like that.
I was like, okay. So yeah. And I think that is something that entrepreneurs have is they know how to get stuff done and they don’t look for recognition or commendation. They just do it because at the end of the day, they sell the company for 50 million and there’s their recognition. Yeah. I got to hear more about these ventures.
Cause that’s just so unique. Like, do you remember what was the next, what was the next one? Or give me at least one more. I want to one more was, you know at the school, you know, well, okay. So I think it’s on my website. So I made a movie with. At the time the number one TV show Cheers with Ted Danson and Woody Nielsen.
And I made a short movie with them because during my summer I lived in LA and went to all the movie studios and Ted Danson’s like, well, what are you doing here? Why, why are you in my soundstage watching us film this TV show? And I told him I want to be a director. And he said, great, I’ll give you an opportunity.
You get to direct me and anyone you want on the set in a little short film on a lunch break. And I said, great. And I did it. And it’s really cool. Did I ever get recognized? No, not really. I just did it. Wow. And by the way, I didn’t know how to make a movie or operate a camera or how to write a script. So again, as an entrepreneur, I figured it out and I just did it.
I didn’t blow it off. I didn’t push it off. I made it work. Wow. And what did you think? Like, do that process? Like at this point, are you starting to be like, okay, this is uncommon or still you were just like, eh, I’m just doing it. Like just making a quick, you know, a little short film. You know, I think I did recognize it.
I realized what was going on. And actually during the film, while I was filming it with a buddy of mine, We filmed a scene with Woody Harrelson on a bike riding up and telling him what to do. And we were laughing in the background. You’re not supposed to laugh while you’re filming. Of course. Because we were laughing because I think that’s when it hit us like, we’re telling this dude what to do and how to do it.
And he’s making us laugh while he’s acting. And I think that was the moment of, look what actually we are at the point of what the, you know, the euphoria of the accomplishment. What do you, what do you attribute to like some of those experiences, like in terms of attracting them to you? Cause they’re just very uncommon, like what do you attribute some of that to?
Is that just natural? I Well, there’s 2 things. 1, you, every person can pray, make a decision, decide what they want to do, put down a goal, and it does happen eventually. I think that every person is gifted with some luck or God putting their hand on you and helping you with something every X amount of time.
Hmm. Yeah. I have to see that. I, and I have to say that because like, sometimes you like, I mean, I’ve done plenty of, I mean, I’ve done over 6, 000 interviews going, approaching 7, 000 and that’s the first one where I’ve had somebody say, well, yeah, so then I did this little short film and I got to shoot it on a lunch break.
Like, that’s cool. Yeah, that is cool. I know, and actually, I’m actually turning 50 this year, and I’m finally going to show the world this video. I’ve never shown it to anyone, but I’m gonna actually, when I turn 50, put it on YouTube, and at my birthday party, inviting people to finally see it. It’s really cheesy.
But I’m finally going to take it out of the vault, as they say. Ah, I think that’s all relative, man. That’s a piece of your history, and that’s, and it’s iconic, honestly. It’s just, and to be able to just to be able to share that experience with others it’s amazing, I think. That’s just my two cents. let’s get into present day. So some of the businesses you’re doing and what’s making your entrepreneurial mind tick now. So plan B, a five events, ideal content, like, like what keeps you going? What keeps you like motivated? And, and really how are you able to run multiple businesses, man? It’s not no easy task.
It is no easy task. I a hundred percent agree. Well, you know, when I got out of school, I started at a family business. And started selling and selling is a great asset where you can learn to just keep dialing for dollars as they say and not Be turned off by people hanging up the phone or saying f you or whatever but in 2008 after x amount of time and the world hit that recessional point I didn’t like how I was told.
Hey, we might not give you a paycheck this week So at that point, I decided, okay, well, let me have a couple other businesses and a couple other verticals so that I will always go home happy and get make a paycheck somewhere else. So I started pretty much designing and starting new businesses. The 3 that I have now, technically, I have 4 now, and basically I operate them and juggle them all.
And yes, check all the emails and do it. And it’s a challenge at times, you know, but it’s also could be beneficial just like anyone owning multiple businesses that can, you know, 1 can do well, 2 are down, 2 can be up. 1’s down. All 3 are up. Great. All 3 are down. it has, you know, it’s got its positives.
It’s got its negatives, but key is just to wake up every day and be happy and do something you like and, you know, and just look at the positive side of things. What, keeps you in the game? Like what keeps you motivated when things get tough? Cause like you said, sometimes, you know, one business might be up two down or like what happens if all three are down, like what keeps you motivated?
It’s very rare that all three are down, which is why I have three. I don’t think I’ve ever had it, but what keeps me motivated is eating sugar, listening to music. What are you listening to right now? Nothing right now. Cause I’m on with you, but I’m an old eighties new wave fan. Ah, okay. what’s some of the main ones that are on the list?
You know, anything from that time from Depeche mode to, you know, new order to, you know, The Smiths, anything like that. So I’m more of a fan of music and sure I’ll listen to the music and it will just keep me a little upbeat, but usually also I use, you know, Sirius XM, which here in the United States is satellite radio.
And I’ll one day I’ll listen to movie music. The next day I’ll listen to classical. The next day I’ll listen to seventies just to bounce around and not, you know, break out of the mold. That’s the other thing, break out of the mold. My motto this year is do something new every day. Every day do something new, whether it’s taking a different walk, whether it’s getting a different drink at Starbucks, whether it’s you’re going to the same office every day, go a different route.
Hmm. how did you initially pick your niches for the businesses? You started curious about that. Well, when I got out of high school, finished high school, I got into the family business, which was the buying and selling of products. Actually at the time it was VHS videos, movies. So we call it, you know, I was buying and selling just widgets.
So we were a wholesaler. So I’m still doing that. I’m just not doing movies and music anymore. The other one, the event business on the side, I was helping an event once a year, 5k run, you know, where people raise money at charity. And I seem to have a knack at it and did very well that people started calling and saying, Hey, I heard you put on an event for this company.
Can you do it for us? And I basically turned it into a business. And the other one was kind of more from my wholesale business where somebody said, Hey, I want to buy this product from you. And I went to China to go find it. But then I stumbled upon this. Open video brochure, it’s called, which is a brochure.
That’s plays a video upon opening like a little iPad inside of a paper brochure. So I kind of got into that and got into the marketing business that way. So everything usually leads me to something else. Like, I have a warehouse business now that’s derived from the wholesale business because I don’t say no to opportunities and my employees hate that.
So if someone calls and says, hey, I want you to start making a garden for me in my backyard, I’ll be like, okay, cool. Let’s do it. Hmm. speaking of the employees, I feel like in order to pull this off, like you must have like what are your views on culture? Like, culture and like, you know, getting others to see your vision and also to get ’em to buy in, right.
Because just to say it’s one thing to just say, okay, we’re gonna go do that. It’s another thing to get the, to get the crew and the team all pointed in the same direction. Like, what’s the secret there? Just to tell them and tell them with a happy face, got to be honest with you and just say, hey, this is the way we want to go, but it’s also open communication.
Then they’ll come back and say, hey, Ryan, you’re a little too quick for us. You got to be patient. So it goes both ways. Number 1, To open door be in communication, but at the same time, everyone’s got to be quick and succinct because I am, you want to hire people who are the same tone that you are, because if you’re hiring someone that wants to think about something for an hour and a half.
It’s like, it’s not going to work out because when you got three companies, you’re moving quickly and you’re doing things quickly. So we don’t have time to go, Hmm, let’s think about this for 40 years. Yeah, that’s a, yeah. So it’s definitely, it has to be, I was thinking about that has to be a quick, fast paced, moving culture.
So that’s kind of in the DNA and I’m guessing when you’re onboarding, you’re hiring other things like that, like that’s kind of communicated. But I also think on the other side of things. For people that do enjoy moving fast and get bored or like easily, like, this is just, this is heaven for them to like, all right, what’s the next adventure we’re going on, Ryan, let’s go.
Right. Yeah. And that’s why I think, you know, the employees here, I mean, I only have five or six, but they’re never bored because they’re not doing the same thing because technically the three companies, I call it a layered company. All the employees are working for all three companies So one minute they might be planning an event to the next minute They’re ordering 20 trucks to pick something up to the next minute.
They’re printing, you know, 10 000 brochures So so the marketing person is doing marketing for all three the logistics person is doing logistics for all three The finance person is you know doing finance for all three And every once in a while we get a trifecta It’s called where each company is doing business with the same other company, which is kind of neat And then it gets a little confusing as far as what bill to pay.
Yeah, I get it. I get it. It’s amazing. Oh, well, Ryan I just have to say, this has been a lot of fun , like kind of peeling back your entrepreneurial process, even thinking about those early days that man, I got a, when is that movie coming? I said, when you turn 50, when you turn 50, how long is this in August?
So it’s this year. Yeah. So I’ll put it on YouTube this year and I have to put it on YouTube because, you know, I, I didn’t pay the actors. So it has to go for free. And if it goes viral, then I’ll have another problem. And I’ll have to donate the money from YouTube if they want to pay me. That’s amazing.
All good. that will be a a either YouTube. Want to see the project. So you got to loop me and our listeners in. So be sure to get me on that email newsletter or whatever is going to be sending it out, because I’ll definitely make sure that we send it out to our crew and our, and our audience as well.
And speaking, speaking of the audience if somebody wants to follow up or connect with you and your team and learn more about what you’re up to, I mean, how do people do that? Well you know, a couple of ways. I mean, someone can just go to my website for my name, which is Ryan Kugler dot com. R. Y. A.
N. K. U. G. L. E. R. dot com. That’s usually the best way because then I think there’s a little thing that says, hey, which company do you want to go to type thing? That’s usually the best. I mean, I did write a book called how to how to start life since you started out this podcast, you know, asking, like, hey, how did it all start?
Basically, it’s just kind of helping, you know, people like, you know, because a lot of people when they finish school, do they know how to lease a car? Do they know how to get an apartment? Do they know how to write a resume? Yeah, some schools teach them that, but there’s a lot of stuff that schools don’t teach basic, like starting out in life skills, not that I am, you know, novice at it.
No, but it’s just like, Hey, I just noticed a lot of kids, you know, as I do interviews for people and hire people, a lot of people don’t know certain things. Yeah. So on Amazon, you can just type in Ryan Coogler and a book comes up,
no, I love it. and I pulled it up on Amazon. So for everybody, we’ll put a link to that in the show notes as well. So it’s called how to start life and instructional guide for those who completed school and ready to start out in life. So now this is great. what inspired this book?
I’m just curious. I think just interviewing people and just, you know, kids, just, you know, like I would hire kids to work on events and I’d say, Hey, can you send me an invoice? And they’d be like, what’s an invoice? And I’m like, wait, so there’s some basic things that 18 to 24 year olds don’t know and don’t know what to do.
And we live in a society now where a lot of parents, and I’m guilty of this to take care of their kids and coddle their kids and help them more. Whereas you learn from this. Interview. Thank you. I pretty much figured it out on my own on how to even pay for my own school. So that that’s really what inspired it is.
I just, you know, I feel like kids out there. Hey, you got to go sell paintings. You want to go to school? Come on. Paintings or cell phones or whatever the latest widget is. That’s hot. Yeah. I love that. That’s what I’m talking about. Like, it’s not saying it has to be done the way it was in the past. It’s just finding a way to add value.
Right? Like that’s all we’re doing. Oh, what a great, what a great story. Segment, a great episode. So we’ll put it again, as I mentioned, how to start life. We’ll put a link to that in the, in the show notes for everybody that’s listening, so you can pick up a copy. And also to the website and speaking to the audience, if this is your first time with mission matters, this is a daily show each and every day.
We’re bringing on new entrepreneurs, new executives and new experts and having them share their mission. The reason behind it really, what gets them ticking and and motivated and get them out of bed every morning to you To get out there in the world to make a difference. So if you haven’t hit the subscribe button yet, definitely do that.
Hit the subscribe button because we have many more mission based individuals coming up for you. Again, it’s a daily show and Ryan, thanks so much for coming on, man. This has been a lot of fun. Thank you, sir. Appreciate it.
