I’ve run a business writing conference in Brisbane since 2012 and it’s always been a small affair, usually because I’ve given only half my time to it. It’s never been a priority – just something I like to do.
But, this year, things were different. I wasn’t in any employment and I had a lot more time on my hands. Suddenly I had time to plan, think, strategise and market. I had a focus and creativity I hadn’t had before. And the result?
I experienced a little business growth – in fact, attendance for the Brisbane conference more than doubled. Which is crazy! I’ve been warned about the dangers of fast growth in business and, currently, I’m experiencing it.
Today, registrations close in Brisbane and I’m sitting here basking in the morning sunshine in my office thinking about what I learned when my business more than doubled. I thought I’d share it with you.
What I learned
Systems are the bomb
I thought the conference was pretty well systematised, and, in some areas, it was. In these areas, there wasn’t a massive increase in workload along with the massive increase in registrations.
But some areas weren’t systematised (e.g. my registration form didn’t send details to Mailchimp and my old accounting system didn’t automatically send invoices – I manually created PDF ones). I spent many hours doing manual tasks that shouldn’t have been manual.
I need to create a system that handles everything from form and sale to CRM system and automated emails.
Expenses can increase as customers do
It sounds obvious now, but I didn’t amend my budget forecast to account for the extra expenses per person (e.g. catering, gift bags, presentation folders). So, by the end, my expenses forecast and actual expenses were a bit out. It’s so important to keep track of these added expenses because the budget rules all – especially in the events game!
Be prepared for success!
Because I’d always had a predictable number of attendees, I found the same sized venue I always had – and then had to change venues a few months out from the conference! I didn’t expect growth but I should’ve.
The vibe around the conference was positive, the product was popular and my marketing was reaching more people than ever before. I had every reason to expect massive success this year – but I didn’t.
What I’m doing differently
Currently I’m building the website for the new conference business (which includes a bigger event for Brisbane next year to celebrate five years) and I’m ready for success.
- I’m building the system to end all systems.
- I’m writing a new business plan that factors in growth over time.
- I’m developing a marketing plan to reach more people with less effort (leverage – another thing I learned!).
- And I’m bringing on VAs to ensure I can host five conferences a year without five times the stress.
I learned many other things (including that singular focus brings greater results than trying to succeed in three things at once) but these are the ones I thought might help you now. I hope something resonates.
Now on to Perth and Adelaide!