Why Purpose Drives Growth And Profitability

Shabnam Rezaei FORBESWOMAN

When you’re driven to change the world━in this case, turning around the negative perception of Iranians━you’ve got to be open to new ideas. Shabnam Rezaei implemented software solutions for the financial services industry by day; by night, she worked on PersianMirror.com, a website she created to show the positive side of Iranian culture.

Think outside the box
But then Dustin Ellis, half-Iranian and half-American, appeared, seeking some publicity on PersianMirror.com for a script he was writing for a half-hour TV cartoon. Babak & Friends━A First Norooz is about an 8-year-old boy discovering the traditions of the Persian New Year and becoming proud of his heritage.

What better way to change perception about Iranians then by starting with children?

Rezaei and her husband, Aly Jetha (a serial entrepreneur), liked Ellis’ concept. They provided some funding and became partners in the production of the cartoon. By enlisting big name Iranian-American celebrities, such as Shoreh Aghdashloo and Catherine Bell (the star of CBS's CBS -1.7% J.A.G.) to do the voice-overs and selling DVDs directly to parents, the animated show achieved success.

If there’s a will, there’s a way
Rezaei and Jetha went on to form Big Bad Boo Animation Studios, to expand the one-off TV show into a series about the adventures of four American kids of different ethnicities: an Iranian (Babak), Cuban, Indian, and Korean. The cartoon helps kids see life through a global lense. Raising money and getting distribution was challenging. However, after many “nos,” eventually the series was able to raise money and get distribution on public television stations in the U.S. It also airs in Canada.

A key competitive advantage is that the company keeps costs low by doing its animation in Vancouver, Canada, which has a thriving animation industry. Salaries are lower there than the U.S. and, because Jetha is Canadian, the company qualifies for substantial tax credits. Since the content is educational, Big Bad Boo is also able to tap foundation dollars.

Keep stretching and reaching
Rezaei’s vision for the company has expanded. It’s not just about teaching acceptance of Iranians, but of all people, no matter the race, nationality or religion. It’s about teaching languages so children grow into adults who can thrive in a global economy. It’s about teaching STREAM (science, technology, reading, engineering, arts and math). It’s also about reaching large audiences.

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