Success from scratch: the Ausma Media story is an inspiration to budding businesses

Latvian company Ausma Media is a children’s screen content producer, the maker of such popular shows as “Tutas lietas”, “Ukelele”, and “Emī un Rū”. The company also produces music albums, books, hosts events and concerts for children, and sells merchandise based on their shows: toys, games, apparel, and other goods. Ausma Media is a true business incubator success story: over the course of four years in the incubator, the company has grown to a team of 12, reaching a turnover of EUR 1.3 million.

Marta Selecka, co-owner of the company, explain that the idea to create content for children came about in 2018 with the birth of her own child. “Working in television, I wanted to create quality content for children, but I started out with just an idea and a great deal of enthusiasm,” she reveals. Marta applied to the business incubator established by the Investment and Development Agency of Latvia (LIAA) to bring her idea to life. “At that point, there was no turnover, no staff, just an idea and a registered company, because those were the fundamental requirements to apply for the incubator. I doubt we would have grown this far without the support available there,” she says.

Marta emphasises that the incubator provided not only financial support, but also useful contacts, mentor advice and the chance to work in an empowering environment. “Our initial team was formed at the incubator. The available grants and resources for business development were also crucial because no company can grow without current assets. But it was the experience of the mentors and the emotional support provided that was invaluable. Not only did I feel supported at the incubator, I felt genuinely loved,” Marta recalls.

Today, Marta is hoping to inspire others to have the courage to create their own company. “Tava darīšana” (“Your Business”), the TV show she hosts, and which was created in collaboration with Jānis Kļaviņš, a business strategist and initially her own business mentor, is airing for the third season already. “Many people are afraid to go into business for fear of failure. I was convinced that I was not cut out for business, but I’ve proven myself wrong. If I can do this, anyone can. Business is an exciting and meaningful process that not only helps build the economy, but also helps inspire,” she says. Marta especially highlights the need for budding entrepreneurs to overcome the old stereotypes that selling something and being bold enough to try is something shameful.

Marta believes that the state investments in business incubators are of crucial importance. “This aid returns to the state budget with interest. We have already paid more in taxes than we ever received in support, and I am certain that this is a viable model,” she highlights.

Ausma Media is also distributing its products beyond Latvia – they are currently available in Estonia, Lithuania, Ukraine, Australia and initial partnerships have been established in Portugal and Sweden. 

Since 2024, the Business Incubation Aid Program has been implemented by LIAA representative offices in Latvia and any company up to the age of 5 operating in the supported sectors can apply for the programme.

This article has been produced with financial support from the European Regional Development Fund, Small and Medium Enterprises Programme, Incubator Subproject.