Three wise women share their strategic thinking
Stephanie Selesnick talks to three women industry entrepreneurs who share their thoughts on launching , dealing with betrayal , selling and more
I spoke with three smart and talented exhibition industry entrepreneurs recently about building a business and other industry-related things . They are Cassandra Farrington , co-founder , former CEO and current strategic advisor to MJBiz ; Jennifer Hoff , president and owner , Taffy Event Strategies and president of Trifecta Collective ; and Jo-Anne Kelleway , international ambassador , Freeman and formerly founder and CEO of Info Salons Group .
MJBiz sold to Emerald for US $ 120m in January ; Jennifer founded and runs a show management company and cohelms a company purchasing shows , and Jo-Anne sold her global registration and technology company to Freeman pre-Covid .
SS : You ’ ve built significant companies . Would you share some lessons and advice learned along the way to those who want to launch their own ? CF : 1 . Company culture is everything . You , as owner / founder , set the culture and reinforce it . Be true to who you are . I always wanted to give myself and others a job I liked in a place I liked going to .
2 . This one ’ s a bit more aspirational . Don ’ t be afraid of the hard decisions to move on from people within the organisation who no longer fit where the company is going , or who don ’ t want to go in that direction . Don ’ t let those decisions sit too long .
3 . Personally , having a partner was invaluable . You don ’ t have to see eye-to-eye but must have a lot of mutual respect and trust , along with complementary skill sets . It helps having someone to share the burden and keeps you from burning out .
JH : 1 . When starting out , have a foundation – go into it with a core piece of business , or a solid side gig so you are financially able to pay your bills until the business gets going .
2 . In my case , starting one , or two companies ( as is now the case ), was never in my long-term plan . It happened after I ’ d been in the expo industry for years . It amazes me that it ’ s now 2022 and that I began Taffy Event Strategies in 2014 . Realise it ’ s never too late to start .
3 . I founded a trade show management company but had to learn about a lot of other stuff including payroll , obtaining government licences , and other general business administration required as a business owner . Once you start growing , you can bring people in to take over some of these administrative areas . But , in the beginning , you wear lots of hats .
JK : 1 . It ’ s all about the people . Find the best people to go on the journey with you . Believe in your vision . It ’ s why you started your company . Also make sure they have different skill sets than what you have .
2 . Be prepared to be adaptable to change and develop as the world
Below : L-R : Cassandra Farrington , Jennifer Hoff and Jo-Anne Kelleway does . Go for new opportunities and stay up to date – while staying true to your core mission . Being a technology company 30 years ago , the world has significantly changed , especially in our space . Our core mission – to constantly innovate and help our clients grow their exhibitions remained top of mind .
3 . Find great mentors . Being able to receive knowledge and advice from those who have been there before you - and know your industry is invaluable .
SS : One of the facts of business , unfortunately , is being betrayed . It ’ s not something we openly talk much about . It ’ s not fun and can be very expensive . Without going into detail on a specific incident , how do you handle professional betrayal ? CF : Some people are hypervigilant against being burned . I ’ ve always taken a different approach with trusting people . I sleep best at night knowing I gave the person their best chance and betraying me / the company was their choice . Of course , being betrayed stings and is infuriating . Ultimately , you have to move past it . I ’ d rather be betrayed than be paranoid . ►
www . exhibitionworld . co . uk Issue 2 2022 49