Interview with Lloyd Masel founder of Living In Harmony

Lloyd Masel, A Principal tenor in the West Australian Opera Company founded in 1967. Between 1967 and 1973 performed several roles including Don Jose (Carmen), Rudolfo (La Boheme), Faust (Faust), Pinkerton (Madama Butterfly), Alfredo (La Traviata), Florestan (Fidelio), Ferrando (COSI FAN TUTTE) and other leading roles in operetta and oratorio.

Made aliyah in 1999 and commenced as a singing teacher in 2004 with both male and female students learning a classical repertoire. Special interest in young students interested in pursuing a professional singing career.

Member of the Ramat Gan Chorale. In May 2008 founded the newsletter "Living in Harmony" which has now been expanded into a website: Classical Music Israel - Living In Harmony

1] How did you get started in your business?

My wife and I made aliyah in 1999. At 67 years it's not so simple to become absorbed into a new society, especially with the difficulty I have with the Hebrew language, let alone start again in business. For many years I sang in an opera company in Australia, so I decided to get involved in the singing world of Israel where the language of music is universal. Within a year or so I became a singing teacher. This year I commenced publishing a newsletter about classical music in Israel. Within a few months it grew into a website. To start in a new business, whatever your age, start with something you understand and can do well. In my case, one thing evolved out of another. I know the world of classical music and have built a business based on my knowledge of the products I am developing.

2] What three pieces of advice would you offer entrepreneurs starting out today?

Take a good look at your competitors and what they do. How they do it. Simple market analysis. It is imperative you find a niche market in which to operate. Avoid head-on competition.Don't expect instant success. Good businesses are built slowly over time with hard work and dedication. Make sure you offer customers second-to-none service. Good news travels fast. Think about your reputation in the business market.

Don't be afraid to advertise yourself and your business. Use the internet as much as possible. It's the cheapest way.

3] What outsiders here in Israel have been most important to your business? (e.g., bankers, accountants, suppliers, mentor, etc.) And can you recommend anyone?

It is most important you choose a reliable accountant and a good lawyer to establish and maintain your new business. If you are in the business of buying goods, remember your supplier needs to make a profit too. It is essential to build mutual trust with everybody connected with your business, in whatever capacity. Shady business tactics will not make profits for you in the long term.

4] What sources of information such as books, seminars, cd’s, etc.. Can you recommend for other starting entrepreneurs?

Beware of the internet shark who makes money by selling information, often written by somebody else who collected it from yet another person. There is ample material available across the entire media spectrum for all types of business. But before you buy, try to first develop a personal contact with your business mentor or coach. Once again, mutual trust is an essential ingredient in building a new businesses.

Above all, remain ethical. Develop a reputation for integrity.