Zero to hero #1

Growing a startup...the hard, but fun way

When we launched Mitingu, our online event registration and communications platform in January 2015, we were all super enthusiastic (we still are) about what we had created and how it could bring something new to the business events market.

There could even have been an element of "if you build it they will come" in the way we were thinking. Lesson 1 - that just doesn't happen if nobody knows about it!

We quickly realised that without money to support ongoing marketing communication programmes that you've got to do it the hard way and utilise the resources that you've already got.

There's a balancing act too. It's important to develop your product or service to a state where it's usable and sellable, but you need to tell people about it too. At Mitingu, the only investment we've had has come out of our own pockets, so we've had to manage funds really carefully. At this point, it's worth saying that we have gone out and found other income streams whilst we build Mitingu so that we can pay our mortgages and feed our families...there's no shame in that.

I'll get to the point!

I have decided to share our experiences in growing our start up, including all the high and low points from today. Here goes...

Our first target - £20k per month revenue by march 2016

How we get there and what we've learnt so far

We have a great product, we know that from user feedback. We just need to get it in front of more people.

We've tried a number of different marketing channels and I am convinced that a combination of them all is the way forward. I've read lots of stories about people no longer doing any outbound activities and getting plenty of business coming in via the social media channels. I take my hat off to them. In our case, it's definitely a combination of getting a consistent message out there and staying active to keep the pipeline growing. The best bit of advice I was ever given in my early sales days was to keep activity levels high and success will come.

Here's what we've used so far...

Emails - do your research and send out personalised emails which show the recipient you have taken the time to look at their business and tailor your message to show how your product or service can help them and their business. Talk about them, not you.

Blog - Blogging is new to me, but it definitely works. Don't expect a huge following or response overnight, but keep posting relevant and interesting stuff in tune with your market and you'll start to see some growth.

Ads - We've used Google Ads and Twitter Ads and we're going to give LinkedIn and Facebook a try. Google Ads are great, but if you're in a competitive market like us, they can get pricey. Make sure you've got your strategy right and keep a close eye on what's working and refine where necessary. Twitter Ads are more affordable and have shown some really encouraging results so far.

Networking - It can be pretty daunting walking into a room full of people you've never met before. This is something we're just about to start, so I'll feedback soon. It's one of the best ways to get your story out there, so bite the bullet and go for it. The few events I have attended so far have resulted in leads and actual business, so I am sold on it.

Demos - Selling the demo and not the product or service has also been a good route for us. There is no hard sell and if you've done your homework, then your prospect has a real need for your product or service and if you tailor the demo to that requirement then you'll win more than you lose.

Social media - We've focussed on Twitter and have seen some promising results. It has taken time to build the right following, but it's something we will be sticking with. LinkedIn is also something we plan to ramp up as it's one of the first places people in business refer to.

Those are just some methods we've used so far. We've also have some great referrals, face to face meetings, but the point here is to use what's available to you without spending money you don't necessarily have.

We'll keep this transparent, so at the end of the month I'll put up where we are against our target and what has worked for us and what hasn't.

Have a great month.

The importance of collecting and using the right data from event registrations

By inference, every event, no matter how large or small, is designed to deliver a positive and rewarding experience for those who attend it.

The motives behind why a brand creates an event and what their desired outcomes are from delivering a great experience vary from event to event. The balance that needs to be drawn is between the effort required in time and cost to create an event versus the benefit of creating a great experience.

The event registration is the organiser’s first opportunity to gather really accurate information about their attendees. It can help them tailor the event to deliver a great event experience for the attendees and also be used for ongoing marketing activities. In addition to that, it can make life easier for the event organiser, giving them valuable information to help them plan for catering, fine tuning event content and accommodation requirements.

Pulling the attendee data into a marketing automation platform is a really great way of getting added value from it. These platforms are designed to get the most out of accurate data, using personalisation across multiple communications channels to deliver the marketing message. Integrating your the registration platform with a marketing automation and/or CRM platform is a seamless way of pushing event attendee data and making use of it for other business and marketing activities immediately.

Planning what information is needed to deliver a great event experience and for ongoing marketing activities is essential. It's also really important to make sure the registration form is tailored to the attendee, so it's not asking them to complete fields which are not relevant to them. The Mitingu registration form builder can help with this as it gives the organiser the ability to filter questions based on registration types, known attendee preferences and how they have responded to a previous question.

As they say, "Data is the new gold".

Startup mistakes I've made #1: The field of dreams

I've started several startups over the last few years and I've also had my fair share of failures along the way. In an effort to reflect on these mistakes that I have made but also to turn these failures into a learning experience, I have started blogging about them on my personal blog.

The first of these is probably the most obvious, but also the easiest to turn a blind eye to. The mistake is the field of dreams: "If I build it they will come" mistake.

The mistake is that by building a best of breed app, website, platform, service or whatever that users will find you and use it and your startup will be an immediate success.

The reality is that traction is not only very hard, it also takes time. You need to invest time in connections and networking and you need to create valuable content to help your brand build a following.

You can read more in the original and full post here. I have made many mistakes over the years, so I'll be blogging more on this in the coming weeks and months.

Welcome to the place to be!

A big, warm welcome to the new Mitingu site, we hope you like it.

The last few months have been a whirlwind! Following some great feedback from our clients and the team, our platform development has come on leaps and bounds. We've added some talented new faces to the team and we've taken a good hard look at what we do and how we do it.

We felt that promoting ourselves as an event management platform was a bit vague. Event management can encompass budgets, audio visual planning and many other facets. What we're all about is the delegate registration and engagement.

What do we mean by that?

We think that there are only two driving influences for anyone engaged in any form of event management - the event itself and the people who attend it. We've made it our purpose to enhance the engagement and the experience of people who register for and attend events.

We want to help make it a better experience before, during and after the event. We'll keep you posted all the way on what we're up to and what's new. Most importantly, we always welcome your suggestions and we'll always get back to you with a reply.

Have a great day.

Greg