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A Surprising Business Idea

Who doesn't like a good mystery? Three entrepreneurs deliver the unexpected.

This story appears in the March 2011 issue of Entrepreneur. Subscribe »
A trio of New Yorkers delivers fabulous fetes made to order
A trio of New Yorkers delivers fabulous fetes made to order
Photo© Natalie Brasington

Entrepreneurs: Tania Luna, Kat Dudina and Maya Gilbert, founders of Surprise Industries, a New York company that plans surprise events for individuals and businesses. Think trapeze lessons, private beer tastings and a zombie birthday party complete with actors in costume and a terrifying alleyway ambush--the possibilities are endless.

How It Works: The clients themselves can be the surprisees, or they can hire the company to surprise someone they know. Surprisees have no idea what they're paying for, aside from some hints, a location and an arrival time. They're asked what kind of experience they want (adrenaline-spiked, romantic, mysterious) and what the occasion is. Then, Surprise Industries' team, including 13 part-time "agents of surprise" on call for emergency sessions, makes it happen by contacting the right people and putting together the surprise.

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