As with every successful business, our company history begins with passion, market research, and a business plan. In doing our market research, we discovered some very interested facts. First, most DJ companies in the Chicagoland area did not even have a plan or a marketing strategy. Second, these same companies hired independent contractors, which created a lack of accountability within the industry. Finally, the majority of the DJs in the area did not know what brides and grooms really wanted. As a result, competing companies were telling clients what to buy without regard for customer demand. Clearly, the Chicagoland DJ industry was very unprofessional, cheesy, full of egos, and in some cases, very shady. Most weddings were ‘cookie cutter’ and involved the DJ wearing a costume, dancing and singing with glow sticks, blowup guitars, etc.
At this point, our opportunity to appeal to a new market was clear. We continued conducting marketing research to determine what couples really wanted out of their reception.