We’re spotlighting one of the many innovative and forward-thinking companies within our portfolio, Productions.com, and their founder and CEO, Carolyn Pitt.
What was your professional background before becoming a founder?
I practiced intellectual property and entertainment law at a large firm in Atlanta. My background also includes management consulting, strategy work, business development, and C-suite talent placement. Having this background and experience has helped me see and create solutions for the problems that exist within the creative industry and how they relate to hiring.
What was your “Aha” moment that sparked the idea for Productions.com?
Living in Atlanta, I’ve learned it’s the busiest production hub in the world for many reasons - generous tax credits, diverse landscape, mild but variable climate. However, I knew a lot of people locally who were struggling to find production work. In the state, 70% of the production crews were being flown in for feature films from places like LA and New York. Even folks who worked in the commercial space or at live events were struggling to find work.
I looked beyond Georgia and found it was a challenge all over the U.S. in places like New York and LA. I also realized that there was no technology in the space to surface local talented, creative, and qualified professionals. People were still connecting by cell phone or using old Excel spreadsheets to get in touch with talent.
So, we took all the problems we found through our research and created Productions.com. Our AI-native platform makes it easier for brands to source local, creative, and production talent. We help place talent needs from production assistants to producers, editors, and writers. Hiring locally is an ultimate cost-savings for our brands. On average, it’s more than $6,300 per crew member per month to pay for per diem, travel, and housing.
Some of our brands include Live Nation, Trilith Studios, and Mastercard, to name a few.
How has Productions.com grown since starting?
Productions.com’s proprietary platform launched on the market at the end of 2020. In the last five years, we’ve been met with many challenges, including COVID-19, two labor strikes, and the LA Wildfires. We have raised a Pre-Seed Round with wonderful investors, including Google and Bronze Valley. We came to meet Bronze Valley through another founder, and we’re grateful for their partnership and investment with us.
Despite the industry challenges we’ve faced, I’ve been grateful for the opportunities that have been presented to me and the company. During COVID-19, I had the opportunity to address Congress and advocate for filmmakers and other folks who work in the industry to be included in the CARE Act. In 2019, I was nominated for the Envolve Entrepreneur of the Year Award, and most recently, I was nominated for the EY Entrepreneur of the Year Award. It’s an honor to continue to solve problems for brands, and I have a special place in my heart for ensuring workers in the industry can find and be found work.
What’s ahead for the company in 2025?
This year, we’ll be launching three new business lines, including a new AI production tool that we’re very excited about.
We’re continuing to expand partnerships and expand our client relationships with larger brands to help streamline their acquisition process.
In the short term, we are preparing to close our Seed Round and continue to expand our team.
Founder to founder: What’s your advice to other entrepreneurs?
There’s never been a better time to launch a business than now. The type of information that’s available to founders through incubators and accelerators is invaluable. Take advantage of these programs to understand business fundamentals - why you should build a business, how you can learn from your potential customer, and whether or not you have a problem to solve and it’s worth someone paying for. Also, take advantage of grants that are available to build your business before you’re able to fundraise.
It’s important to talk to people who have built a business and are one or two stages ahead of you because they often have good insights and advice. Even if they're in a different industry, they can help you make sure you're focusing on the right things while you get to the point of actually being confident enough to step out with your enterprise.
Bronze Valley has incredible accelerators that provide this type of information and peer mentorship with other founders who are building highly scalable businesses.
Thank you, Carolyn, for sharing your story about Productions.com and for the helpful advice for new founders! We look forward to your progress in the year ahead.
