'We Didn't Know We Could Do That!' These Co-Founders Built a Unique Photography Business That Tapped an Unexpected Need — And Now Is Found in 60 Cities Jennifer Tsay, co-founder and CEO of Shoott, explains the key marketing pivot the company made that rocketed their success.

Jennifer Tsay and Jennifer Yeh are the co-founders and CEO and COO, respectively, of the professional photography platform Shoott, which offers free photoshoots where clients only pay for the photos they love. Entrepreneur spoke with Tsay about the birth of the business and the strategies and tactics they've used to grow it from a local business to one found in 60 cities throughout the United States.

Please give us the elevator pitch for Shoott
Shoott is a professional photography marketplace. We set up a photographer station somewhere, say Central Park in New York City, and let customers know that they will be there from 12 to 5, and that they can book a half-hour session. Now here's where things are different: with most other platforms, you have to pay up front for a photo session. But with Shoottt it is risk-free. You actually don't have to pay for anything until you see your photos and decide you want them, which you receive in three to five business days. You only pay for the photos you want.

Where did the idea come from?
I have an artistic background, and I have a business background. And while I was working as an artist, I noticed so many artists were living gig-to-gig. Many couldn't make enough money and had to quit. So we were like, what if we could create a business model that helped artists stay artists? That was the entire impetus behind it. Let's provide the artists with a platform that will bring in a volume of work. They do what they're good at, and we do all the business activities for them.