Adding events to the mix

Now comes phase two of our business plan.

Armed with an expanded reporting staff and an indefatigable VP of sales and marketing, we’re moving full-speed into events. It’s not an original idea, so please don’t think we’re innovative. Business journals around the country have been at it for decades. And now that we have a stable newsroom, we’re trying to learn exactly what Richmond needs and what gaps we can fill. It will be trial and error.

For example, early this year we put on “The Future of News” and around 200 people came out. Dozens told us how much they enjoyed the rousing debate. But there were longish lines at the registration table. People grumbled.

So we’ve fixed that problem and at the next event, registration will be silky smooth. Business wouldn’t be fun if it was easy, right?

Events require some different skills from reporting news and selling ads.

With news, we have one main competitor. But with events there are many more – including trade groups and the local Chamber of Commerce. It’s possible to find a business event most weekdays.

Still, we think there is niche just like the one we found for business news. Our plan is to put on informative discussions by finding timely and useful topics and discovering fresh panelists. We hope to put on a few recognition events (such as “Deals of the year” or “Innovator of the year”). We are also keeping the price low by using venues off the beaten path.

When might you attend one, you ask?

Good question. You should be a reporter.

Do you have plans for Thursday evening?

We will be in the industrial section of Scott’s Addition for “Beyond Richmond” which will feature an engaging panel of four business pros who’ve expanded outside of Richmond.

They’re all gobbling up marketshare outside Richmond and they all have inspiring stories. Plus they’re entrepreneurs, and entrepreneurs are always excitable and entertaining.

Here’s why we picked them:

Dan Schmidt, the founder of RMC Events just added a Roanoke office. It’s the first time he’s invested in a new location without already having enough clients to immediately make it profitable. He started the company in his mid 20s and spent an entire year working at a staffing firm so he could learn how that business operated. He told his boss back then, “I am only going to be here one year. I will make a ton of money for you, but then I’m leaving.” His boss was cool with it.

And then there’s the dapper Paul Trible from the upscale men’s shirt maker Ledbury. He was just featured in the Financial Times. Check out the story here.

From the story: “Most of our toot traffic takes place then, with men who work in the neighbourhood. There’s a 65-year-old who comes in about once every two weeks, and a law office called McGuireWoods around the corner, where one lawyer came in, and he’s been followed by all his partners.”

Meanwhile Susan Dubuque’s advertising firm, Neathawk Dubuque & Packett (ND&P) just added a big new client in California. Her firm was started in Richmond and over the years grew to handle the marketing for hospitals all over the country.

Our fourth panelist, Mike Barnett, now has a franchisee in China who plans on rolling out a few dozen of his kids gymnasium there. He started the company with his wife on a gut feeling that parents would pay for a better enrichment program. Now he has to make signs in Chinese.

Each panelist has great anecdotes and next week we will all learn from their successes and their foibles.

Aaron Kremer is the BizSense Editor. He will moderate the discussion. But please send ideas or questions for panelists to [email protected].