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如何在洛杉矶创办企业(一)
How to Start a Business in Los Angeles
如何在洛杉矶创办企业
The diverse economy of Los Angeles provides many great business opportunities, but not without an array of challenges. Here's how to get started.
在洛杉矶多元化的经济提供了许多巨大的商机，但不能没有一个挑战性阵列。下面是如何开始的。
By Peter Vanden Bos | Jul 26, 2010
When Brian Pettigrew sent a job offer to a recent recruit from the East Coast, he included an unusual guarantee at the bottom of the e-mail: at least seven months of blue skies.
当Brian Pettigrew送一份提供最近东海岸招聘工作报告，在电子邮件的底部，他包括一个不同寻常的保证：至少有7个月的蔚蓝天空。
"I was being funny, but at the same time, this is one of the biggest benefits of being based in L.A.," says the VP of Operations for The Visionaire Group, a digital creative agency that does promotions for the movie industry. "I told him that this is the kind of weather you go on vacation to get."
“我很风趣,但是与此同时,在洛杉矶是一个最大的好处，” Visionaire集团有限公司，代理，创造性的宣传电影产业的副总裁说，“我告诉他你去度假就能得到这种天气”。
Great weather and Hollywood are two of L.A.'s biggest draws, but for entrepreneurs in the nation's second largest city, there's more than meets the eye. The Visionaire Group is just one of a new breed of innovative digital media companies that are thriving in Los Angeles. "The great thing about being in L.A. during the recession is that studios keep putting out movies," Pettigrew says.
好天气和好莱坞是洛杉矶的两种最大吸引，但对于在国家第二大城市的企业家,这里有好多东西。这个Visionaire集团仅仅是一种新型先进的数码媒体公司，它在洛杉矶是繁荣的。“在洛杉矶,经济衰退期间, 制片厂能够保持推出电影片是一件伟大的事，”Pettigrew说。
The good times don't stop on the red carpet: The $830 billion economy of the Los Angeles metro area is chock full of opportunities for the entrepreneur. The traffic on the 405 Freeway at rush hour, however, is an indication that you're probably not the first to realize the advantages of doing business in Los Angeles.
好时光不停止在红地毯： 830亿美元的经济区域的洛杉矶地铁对企业家是充满机遇的。交通405高速公路上下班高峰期，然而，迹象表明你可能不是第一个意识到在洛杉矶做生意的优势。
Despite the competition, there's still plenty of room for new companies to thrive in Los Angeles. We talked to successful L.A. entrepreneurs to figure the best way to start a business in the land of the rich and famous. Here's how to get started.
尽管竟争，在洛彬机仍有足够的空间给新的公司去发展，我们谈了对洛彬机成功企业家所指出以最好方式去创办一个大陆上富有和著名的商业。下面是如何开始的
Starting a Business in Los Angeles: Do Your Research
在洛杉矶创办企业：你的研究
The business ecosystem of the Los Angeles metro area is as diverse as you’d expect from the nation’s second most populous city. L.A.’s gross metropolitan product in 2008 was $831 billion, which places the metro area as the third largest economic center in the world. But before you jump into a business opportunity in Los Angeles (or any city, really), you should be armed with a knowledge of what industries are thriving there.
商业生态系统是不同的，你会期望在全国第二大人口城市。洛杉矶的大都市， 2008年产品总值是831亿美元,作为全球第三大经济中心。但在你进入一个洛杉矶的商业机会之前， (或任何城市，真的进入)，你应该配备什么样的产业才能蓬勃发展的知识。
The entertainment industry — movies, television, music, and gaming — is the city’s claim to fame and arguably still its most prominent industry. But L.A. is also home to a burgeoning technology industry. That hasn’t always been the case. "In 2000, the tech companies coming out of L.A. were a joke," says Francisco Dao, president of The Killer Pitch, a Public Relations firm based in Tarzana, California. Dao also organizes the Los Angeles technology conference Twiistup. "It was just laughable."
娱乐业-电影、电视、音乐、游戏——使城市的声名鹊起，并且可能仍然是最突出的行业。但洛杉矶也是家到一个新兴科技产业。这并非总是如此。“2000年，高新技术企业走出洛杉矶是一个笑话,”一个位于加利福尼亚的塔扎纳公共关系公司总统杀手的旧金山道说。他也组织了洛杉矶的Twiistup技术研讨会。“这只是太可笑了。”
Fast forward 10 years, and Los Angeles has become one of the leaders in the digital media industry, says Mark Suster, a Los Angeles entrepreneur, venture capitalist at GRP Partners, and organizer of Launchpad L.A., a program to mentor start-up CEOs. "The first phase of the Internet is about building infrastructure," he says. "All those successes came from Silicon Valley. Now, the next phase is about content. People on the internet are going there to be entertained. That’s where L.A. is uniquely positioned."
快进10年，洛杉矶已成为数字媒体行业的领导者之一，洛杉矶企业家，风险资本家玻璃钢的合作伙伴，以及洛杉矶的Launchpad，程序组织者导师启动首席执行官Mark Suster说。 “互联网的第一阶段是对基础设施的建设，”他说。 “所有这些成功都从硅谷来。现在，下一个阶段是有关的内容。互联网上的人们到那里是不受理的。这就是洛杉矶是独一无二的地位。”
A number of successful companies that have also seen successful exits helped propel the thriving digital media and technology industry in Los Angeles, starting with Myspace, which is headquartered in Beverly Hills. Others include Lowermybills.com, Overture, and AOL. Demand Media and Hulu are two of the largest players today.
一些成功的公司也做过成功地退出去帮助推动数字媒体的蓬勃发展，并在洛杉矶的技术产业，与总部设在比佛利山庄的MySpace一起出发。其他包括Lowermybills.com，序曲和AOL。需求媒体和葫芦是今天最大的两名球员。
Other strong L.A. industries to build a business in or around include the textiles and garments industry, the fashion industry, the auto industry (Honda’s North American headquarters are located in the Los Angeles suburb of Torrance), the defense industry, and the advertising industry. International trade is also significant — the port of Los Angeles and Long Beach is one of the busiest in the world.
洛杉矶其他强大的工业建设或周围包括纺织及成衣业，时装业，汽车业（本田的北美总部设在洛杉矶的托伦斯郊区所在地），国防工业，广告业的业务。国际贸易也显著-洛杉矶港口和长滩港也是世界上最繁忙的。
Dig Deeper: Top L.A. businesses from the Inc. 5000
深入挖掘:顶级洛杉矶股份。5000Starting a Business in Los Angeles: Scout a Location
在洛杉矶创办企业: 寻找位置
Now that you’re more familiar with the local economy, the next step is to take out a map and get your bearings. The first thing you’ll notice is that Los Angeles is a sprawling metropolis (the inspiration for the term urban sprawl, in fact), which can make deciding on a location a more difficult endeavor than meets the eye. Unlike more traditional cities, downtown is most often not the most central location.
现在，你更加熟悉当地经济，下一步就是拿出一张地图知道您的方位。你首先会注意到的是，洛杉矶是一个不断延伸的大都会（事实上，是为长远的城市扩张中得到启示的），它可以决定一个比眼见要困难多的地址。不同于传统的城市，市中心通常不是最核心的位置。
The good news is you’ve already picked an industry, so you can look to a few big hubs for each. Start-ups, especially technology and media firms, tend to be clustered in Santa Monica and neighboring areas on the West Side of Los Angeles, says Tyler Koblasa, a Los Angeles entrepreneur and organizer of Start-Up Weekend L.A. and Start-Up Nights, programs to create a community of Los Angeles entrepreneurs. Another, smaller, tech hub is in Pasadena (home one of the country’s top technology schools: Cal Tech). Fashion and textiles are traditionally downtown, while defense businesses tend to be clustered in the South Bay.
好消息是你已经挑选一个行业，那么你可以看一些大型换乘枢纽。初创企业，特别是科技和媒体公司，往往是在Santa Monica和在洛杉矶西口周边地区聚集，Tyler Koblasa说，洛杉矶企业家和初创周末洛杉矶和开办夜组织者，方案，以创造一个洛杉矶的企业家群体。另一个较小，技术中心是（国家最高科技学校之一家：加州理工学院）在Pasadena。时装及纺织品是传统的闹市区，而国防的企业往往会在南湾聚集。
If you’re starting a retail business, the West Side of Los Angeles, is typically the most high demand area, says, an executive vice president for retail at Los Angeles-based commercial real estate firm CB Richard Ellis. (The West Side is typically defined as the area around the 405 Freeway, including neighborhoods such as Century City, Westwood, and Venice Beach. It also includes the cities of Beverly Hills, Culver City, and Santa Monica, among others.) Prices in that part of the city will reflect its popularity: it’s not uncommon to see an asking price in excess of $10 per square foot a month, according to Rizika.
如果你创办一个零售商业，洛杉矶西侧，通常是最高需求区，执行洛杉矶商业房地产公司世邦魏理仕零卖副总裁Richard Rizika说的。(西区通常定义为环绕着405高速公路,包括周边如世纪城,威斯特和威尼斯海滩。它也包含了比华利山城市，卡尔佛城，圣莫尼卡,等等。)在这一部分城市的价格将反映其声望: 根据Rizika所说，这不是经常看到要价每个月每平方英尺超过10美元的。
Prices for office space are also most expensive on the West side, averaging $3.40 per square foot a month in the second quarter of 2010, according to a report by CB Richard Ellis. "If you want a very central location in the middle of clients, it’s going to cost you a lot more," Pettigrew says. "You have to weigh the pluses and minuses. We considered Santa Monica, but it was unrealistic for us." The Visionaire Group is located nearby, near the Marina del Rey neighborhood.
西边的办公空间价格也是最昂贵的, 一份CB Richard Ellis的研究报告表明， 2010年第二季度平均3.40元每平方英尺一个月。“在客户中间，如果你想要一个非常中心位置，这是要花掉你很多钱的，” Pettigrew说。“你必须权衡利弊。我们考虑圣莫尼卡,但它对我们是不切实际的。”这个Visionaire集团是在附近,靠近Marina del Rey周围。
If a prime piece of real estate is still a must this year, you might be in luck. "In the past, new businesses found it very difficult to secure those opportunities because were absorbed the fastest, especially with existing businesses trying to trade up to those locations," Rizika says. "This is a good time to get in the market."
今年如果房地产主要部份仍然是必须的,那么你可能会走运。“在过去,新的商业发现很难获得这些机会，因为被吸收得最快，尤其是在试图交易位置的现有商业，”Rizika说。“在市场这是一个很好的机会。”
Still, it could end up working to your advantage to look beyond the West Side and other popular areas, like the South Bay or west San Fernando Valley. After a lengthy search process, Jean Shim-Min and her husband Craig Min settled on the Silver Lake neighborhood, towards the east side of the city, for their first retail location for their wholesale coffee business, Lamill Coffee.
还有，如果你的优势只是局限于一些西方和其他流行的地区，如硅谷南部或西部圣费尔南多谷，那么你的工作可能就要结束了。在经历了漫长的搜索过程, Jean Shim-Min和她的丈夫Craig Min对他们的批发咖啡业务—Lamill咖啡，首次的批发零售位置在银湖附近,朝城市的东边,
"On the West Side, you find a lot of places for a great sandwich, or a great cup of soup," Shim-Min says. "The East Side was much more limited. I felt that was a shame, and so we wanted to provide something for people on the East Side. Financially it made much more sense for us, but we just love the community of Silver Lake. You don’t find many real communities like that."
“在西边,你会发现有很多地方要一个大三明治,或者是一大杯的汤,”Shim-Min说。“东边是非常有限。我觉得那是一种耻辱,因此我们想在东边为人们提供一些东西。使我们的经济更加有意义，但我们只爱银湖社区。你不觉得很多那样现实的社区。”
Dig Deeper: Inside a Digital Media Company
深入挖掘:在数字媒体公司内Starting a Business in L.A.: Build Solid Relationships
在洛杉矶创办企业：建立稳固的联系
When starting a business in any city, building relationships is critical. "Tapping into the right network of individuals who can help you succeed is one of the biggest determinants for success or failure of any early stage business," Suster says.
当经商起步于任何一个城市，建立关系是至关重要的。“进入正确的个人网络是可以帮助你成功地决定早期阶段企业成功或失败的最大的因素，”Suster说。
At first glance, a city the size of Los Angeles would appear an intimidating place to start building that network. However, many L.A. entrepreneurs have found the opposite to be true. "I find the venture capitalists in LA a lot more accessible, especially compared to San Francisco," Dao says. "The community is smaller, and pretty tight knit. It’s easier to build relationships."
乍一看，洛杉矶城市的规模会出现在一个开始建设网络的可怕地方。然而，许多洛杉矶企业家发现反面是真实的。“特别是相对旧金山来说，我发现风险投资家在洛杉机更容易，”道说。“社区规模较小，非常紧密结合。是很容易建立关系的。”
Programs like Dao’s Twiistup conference, Koblasa’s Start-Up Weekend LA and Start-Up Nights, and Suster’s Launchpad L.A. certainly help make L.A. feel smaller than it is, at least for a start-up. Case in point: Koblasa’s latest start-up Ming.ly, a personal relationship manager, got a big boost by participating in the Twiistup conference. "It was a great opportunity to present our business and get valuable feedback," Koblasa says.
节目如道的Twiistup会议，Koblasa的新成立周末洛杉机和新成立夜晚还有Suster的Launchpad洛杉机。当然帮助你感觉洛杉矶小于它本身，至少对一个新成立的企业。例证:Koblasa最近成立的Ming.ly，人际关系经理， 在Twiistup会议里得到了很大的鼓舞。“这是一个很大的机会来展现我们的业务和得到有价值的反馈，”Koblasa说。
It’s not Silicon Valley, but venture capital and angel networks are still relatively strong in Los Angeles. "There is a reasonably mature VC structure here," Dao says. "There is money here. It seems to be that people move to L.A. when they’ve made it."
它不是硅谷，但在洛杉矶风险投资和天使网络仍然相对较强。“这里有一个合理成熟的VC结构。”道说。“这里有钱。这似乎是当他们一有钱他们就会搬到洛杉矶。”
L.A. start-ups are slightly different in character from their neighbors to the north in Silicon Valley. "What’s unique about raising money to start a business here is that most Southern California investors expect to see immediate monetization," Suster says. "They’re willing to give you less capital than you might be able to rase in New York or San Francisco, but you find a lot of early stage companies that find ways to make money fast."
洛杉矶的初创企业与邻居到北硅谷在特征方面有细微的区别。“关于筹集资金来这里创业的独特之处是大多数南加州投资者希望看到立即货币化，”Suster说。“他们是愿意给你比你在纽约和旧金山较少的资本，但你找到大量找到办法赚钱快的早期阶段公司。”
Obviously, venture capitalist funding isn’t for every type of business. That’s why Suster suggests you shouldn't start there. "Start with the experts in your own industry," he says. "Not only are they going to help you with the experiences they have learned, but they often serve as a board of advisors and your initial source of capital."
很明显，风险投资基金会是不为任何类型的商业。这就是为什么Suster建议你不应该在那创业。“与专家在自己的行业创业,”他说。“他们不仅要用他们所学的经验来帮助你,他们也经常作为董事会的顾问和你最初资金的来源。”
Dig Deeper: How to Purchase Commercial Real Estate
深入挖掘:如何购买商业地产Starting a Business in Los Angeles: Prepare for the Challenges
在洛杉矶创业：准备迎接挑战
Don’t let the sunny skies and sandy beaches fool you: Building a business in Los Angeles does come with its fair share of challenges.
不要让阳光明媚的天空和沙滩愚弄你：在洛杉矶建立一个商业就带来了其应得的挑战。
The vast geography of L.A. and its surrounding cities, as well as the notoriously clogged freeways that connect them, is one of the region’s major obstacles. "I've missed meetings and had to reschedule because of the 405," Pettigrew says.
地域辽阔的洛杉矾及其周边的城市，以及出了名阻塞相连的高速公路，是该地区的主要障碍。“因为405高速公路，我已经错过了而不得不重新安排的会议”。 Pettigrew说。
California isn't one of the easiest places to set up a business, either. "California is the least friendly business state in the country in terms of regulations, taxes, and the cost of workers comp," says David Glickman, founder of Hometown Telecom, a international telecommunications provider based in Los Angeles. "The cost of living is high. Taxes in the city of Los Angeles are pretty high too. But despite that, the talent of the workforce and the entrepreneurial spirit of L.A. outweighs the difficult business environment."
建立商业，加州也不是一个最简单的地方。“国家规定,税收条款和工人的费用是加州在是全国最不友好的企业状况，”家乡电信的创始人，位于洛杉矶的国际电信供应商之一的David Glickman说。 “生活消费是很高。洛杉矶城市的税收也非常高。但是尽管如此, 洛杉矾劳动人才和创业精神超越了商业环境中的困难。”
Another challenge is competition, not just among businesses but even for that top talent Schofield values. "Competition for talent in L.A. is intense," Pettigrew says. "Often newer businesses will overpay for employees which can artificially drive up salaries to levels that are not warranted, even with the higher cost of living in LA."
另一个挑战是竞争,不仅仅是在商业竞争，也是顶尖人才Schofield的价值观的竞争。“洛杉矶的人才竞争激烈，”Pettigrew说。“在洛杉机经常更新的企业可以人为地抬高工资水平，将过高地支付员工是不合理的，甚至更高的生活费用。”
Despite the challenges, don’t be afraid of them. Rather, try to use them to your advantage. "There’s definitely a lot of competition in L.A.," Koblasa says. "But the good news is that you immediately have access to those networks of people to learn how to build your business better."
尽管困难重重，也不要怕。相反，尽量用你的优势去使用它们。“在洛杉机肯定有很多竞争，”Koblasa说。“但好消息是你立即获得那些网络人去学习如何建立你的生意更好。”
Dig Deeper: How to run a virtual company.
深入挖掘：如何运行一个虚拟的公司Starting a Business in L.A.: A Creative City at Your Fingertips
在洛杉矶创办企业:对创意城市了如指掌
Los Angeles is the creative capital of the world. Well, at least according to a 2009 report on the creative economy by Otis College of Art and Design, which found that one out of every six people in the region is employed in a creative field. So, there’s a lot of creative energy pulsating throughout the city, leaving you a good chance to being inspired.
洛杉矶是世界的创意之都。嗯，至少根据2009年由艺术和设计Otis学院的创意经济报告得出，从而发现，每六个人中的一个人是在该创造性的领域就业的。所以，整个城市有很多的创造性能量脉动，让你有机会去启发。
Some inspiration will definitely come in handy to overcome the region’s challenges. Hometown Telecom, for example, uses telecommuting to solve the traffic puzzle. The company has no physical office space or administrative support staff — only five principals who manage the day-to-day operations of the company from their homes. "I can’t imagine doing this in any other city than L.A.,” Glickman says. "There’s an entrepreneurial, 'yes we can' spirit here."
一些灵感一定会派上用场来克服这个地区的挑战。家乡电信，举个例子，采用远程办公来解决交通难题。该公司没有物理办公空间或行政支持员工，只有五个校长处理日常运作的家园式公司。“我不能想像这个在其他而不是洛杉机的城市，”Glickman说。“那是一个企业家，是的，我们可以的，精神在这里。”
Worried about the cost of rent, but still want an office? Co-working spaces are also becoming popular. Koblasa rents space at one for his latest start-up venture, Ming.ly.
担心房租，但还是要一间办公室吗？同工配搭的空间也越来越受欢迎。Koblasa为他最近冒险创业租了一个空间Ming.ly。
Talent is one of the most important concerns for start-ups. If you're doing business in L.A., then you're in luck. "There is tremendous talent here, especially if you're starting a small company," Glickman says. "Southern California is really a mecca of small and medium sized companies, with lots of resources, especially talent."
人才是创办企业的最重要问题之一。如果你在洛杉矶经商，那么你是幸运的。“这里有最优秀的人才，尤其是如果你创办一个小公司，”Glickman说。“加州南部是一个真正的中小规模公司的麦加，具有丰富的资源，尤其是人才。”
You don't have to stay local, either. Calling Los Angeles home base has its advantages when recruiting from other cities and internationally. "There's a very diverse culture here, and we see that as a big advantage for recruiting international talent," Pettigrew says. "It's easier to get them here, rather than if we were in Detroit or Denver."
你也不必在那住宿。当从别的城市和国际上招聘时，呼叫洛杉矶基地就有它的优点。“有非常不同的文化，我们看到那是一个发展国际人才的很大优势，”Pettigrew说。“比起我们是在Detroit 或Denver，更容易让他们在这里。”
The diversity of the Los Angeles metro area has fostered an open-mindedness unique to Angelenos. When Doug Zell was looking for another city to expand his Chicago chain of specialty coffee stores, Intelligentsia Coffee, he saw Los Angeles as a natural fit. "I find it refreshing that it's a market where people are willing to embrace new ideas and new products very openly," he says. "It's a place that's built around that."
洛杉矶都会区的多样性，已培育成了一个独特开放态度的洛杉矶人。当Doug Zell寻找另一城市扩展他芝加哥的特制咖啡连锁商店—知识界的咖啡，他把洛杉矶作为一种自然状态。“我觉得很清爽，那是一个人们都非常开放愿意去接受新思路、新产品的市场，”他说。“这是一个绕着建立起来的地方。”
"There is so much diversity in Los Angeles," Suster says. "We are not in the group tank like Silicon Valley. There is more than one way to build a company here."
“在洛杉矶有这么多的多样性，”Suster说。“我们不是在像硅谷那样的集团罐。这里有一个以上的方式来建立一个公司。”
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