After falling in love with The Met in New York Metropolis, Nick Grey began providing free excursions to his mates, exhibiting them his favourite items and telling cool tales concerning the museum and artworks. Grey’s excursions ultimately unfold by word-of-mouth, and he began internet hosting weekend occasions and even birthday events on the museum.
Grey wrote a weblog put up about his excursions, and he instantly noticed the demand flood in — hundreds of individuals emailing him and wanting to hitch his occasions. That’s when he launched Museum Hack, the antidote to boring and stuffy museum excursions. You recognize, those you affiliate with college subject journeys and monotone voices.
Grey’s excursions targeted on lesser-known work and artists with attention-grabbing backstories, and shortly gained reputation after being featured within the Day by day Sweet publication. To scale the enterprise, Grey employed stand-up comedians and actors as tour guides, believing their expertise would make every tour enjoyable and fascinating.
By 2019, Museum Hack had expanded to 5 cities with 50 workers and was producing $2.8 million in income. Nonetheless, Grey wished to step again from the operational aspect of the enterprise. In 2020, he bought Museum Hack to the management crew of Tasia Duske (CEO) and Michael Alexis (Director of Advertising) for a 7-figure sum.
The sale was structured as a fee plan over 3-5 years, with Grey retaining a 15% fairness stake. Sadly, the COVID-19 pandemic hit shortly after, forcing museum closures and disrupting Museum Hack’s enterprise mannequin. The corporate shortly pivoted to providing digital team-building occasions.
As of 2024, Duske and Alexis proceed to run Museum Hack and the dad or mum firm, whereas Grey has bought his remaining fairness stake and is now not concerned
The takeaway: Intention for the golden goose
Museum Hack suits proper within the candy spot of the demand matrix. That’s, the “Golden Goose” part, with many shoppers and high-priced providers.
Give it some thought: Grey might’ve written a espresso desk guide about his museum excursions and anecdotes. However that may’ve landed within the “Labor of Love” part, with few clients. As an alternative, he went proper for the Golden Goose, launching quite a lot of in-person excursions for high-paying company teams and events.
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