However, it will become clear on a second viewing Malascalza’s New online fame isn’t the goal. It is a product of careful and deliberate cultivation of relationships and marketing strategies that connect personal branding with meeting professional and personal goals.
Anthony Malascalza is not an influencer but an entrepreneur with a strong social following. He is a person who approaches celebrities to promote his business but also partners with them for food drives. He’s a new kind of entrepreneur who understands how to leverage digital influence, today’s social capital, to achieve goals, and he’s not afraid to do so.
However, it took a while for Malascalza to learn this lesson. His early career choices were anything but focused on impact.
“I didn’t have any strong guidance about what I was going to do,” he recalls. “My father wanted me to have a business when I grew up, so I took up the plumbing business.” Things became worse when Malascalza was kicked out of his home at the age of 18, forcing him to focus on finding a source of income to survive.
At this point, he remembers applying for 250 jobs and not once getting hired until a representative from a company in the energy controls field decided to give him a chance. That opportunity helped him deal with homelessness. This gave him a job as a recruiter and the ability to earn more as a salesman.
More importantly, Malascalza had to learn to go into business for himself. After seeing how good he was at building a business for someone else, he decided to build a business for himself and his partner. A year later, the partnership ended, and he went into business for himself.
“I went in. I supported everything myself. I bought my own office space. I was probably working more hours than ever before,” recalls Malascalza. “So I started from scratch, and five years later, I’ve built a huge brand.”
With a full-time staff of up to fifteen people and another hundred people working as contractors with the company, Malascalza LCM Inc, Has become a leading outreach company in the energy control sector. The company uses the door-to-door technique that Malascalza used when making door-to-door sales to increase his income. Those experiences have proven invaluable to him now that he’s in the boardroom, even if his perspective from above helps him see things differently.
“Over the last year or two, I’ve taken a lot of my money out of the sales side, and I’ve been investing it back into the brand when it comes to building or scaling,” explains Malascalza. “I want to have a lot of cash flow income without having to work every day and want to be able to do seminars for individuals who come from adverse circumstances and want to go the entrepreneurial route. I want to bring a change in the mindset of not only the customers but also the mindset of the people working for me.”
Part of his grand plan was to establish a real estate company, LCM Real Estate Ventures. The company opened a space for Malascalza to invest his money, earn extra income and satisfy his curiosity and need to diversify his business activities.
The same entrepreneurial spirit led him to collaborate with music artists. Malascalza spent the last few months of 2023 collaborating extensively with celebrities to promote his offerings, ranging from vehicles to one-on-one business training sessions.
He went as far as traveling to Santo Domingo in the Dominican Republic and organizing a food drive, allowing him to reach hundreds, if not thousands, of families who needed his help. Equally at home in the boardroom and on the red carpet, Malascalza has used the following stages of her entrepreneurial journey to advance her business and personal goals since starting LCM Inc.
“Every year, we do a seminar, and a few years ago, we had an 18-year-old kid who worked for me. This was his first year. They made $350,000 their first year,” he recalls. “Stories like this remind me where I came from and what I did. And I want to keep going.”
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