"Don’t wait to start your business at the 'perfect time'" with Caroline Kay
Caroline Kay is a conference and event planning mastermind who has produced more than 2,500 events in 30 countries over the past 20 years. Her event management prowess stems from her business acumen and track record of success in startup and large enterprise environments in the U.S and U.K. Caroline produces every event with meticulous precision and creative flair. Whether the event is in a physical room or a digital space, Caroline delivers extraordinary experiences that engage audiences and deliver solid business results. www.ckayinternational.com
Can you tell our readers about your background?
I’ve been in the event management business for a large part of my life and truly love what I do! I’m from the U.K. but have been based out of the U.S. for the last 10 years. I attended university in Southampton, U.K., and jumped into event management work during my second year there. I’ve now been creating, planning, and running events and conferences for more than 20 years, as part of consulting firms in the U.K. and the U.S. and as the founder of my event management firm, C.KAY International.
What inspired you to start your business?
It starts with my passion for producing memorable events that help clients achieve the results they’re after. I love creating one-of-a-kind experiences for clients, full of surprises, successes, and delightful moments. I love being that jolt of event creativity, energy, and expertise that contributes to a client’s business success. So after spending many years working in event management for some wonderful companies, I decided it was time to be my own boss, to flex my creative, organizational, and client management muscles in exactly the way I wanted to. So I dived in and established C.KAY International to create extraordinary experiences and unforgettable gatherings that deliver solid business results.
Where is your business based?
The business is based in Boston with virtual teams based in Seattle and London.
How did you start your business? What were the first steps you took?
I dived in. No website, no business cards, and minimal cash reserves. But I had great network and a lot of grit and determination. When I left the consulting firm where I’d been COO, I reached out to colleagues all over the world to let them know I’d gone solo. I was able to jump right in to start producing events as a one-woman band with an incredible virtual team backing me up. It was close to six months before I could take a breath and get my website done.
What has been the most effective way of raising awareness for your business?
My new clients almost always come to me through referrals. Word has spread about the many successful events my team has produced and the business has grown steadily.
What have been your biggest challenges and how did you overcome them?
Over my 20 years in event management, several challenges have emerged to produce a smooth, successful event. We’ve dealt with an outbreak of bird flu, hurricanes, and riots in the streets around the event venue. But the COVID-19 pandemic has been the biggest challenge to face, to my business, and to the effect, it has had on the events industry. In March 2020, events all around the world were canceled and I lost all my bookings for the coming two years.
I had to quickly adapt and adjust my services. I pivoted to designing and producing virtual events. Whilst virtual events are not new – it still meant getting a crash course on the latest technology platforms and designing new ways for event guests to interact and engage effectively online. I’m still learning and it’s still like the Wild West when it comes to tech platforms.
How do you stay focused?
After watching “Social Dilemma” on Netflix, I’ve turned off all notifications on my phone. It’s been a quiet breath of fresh air! If I need to zero into an event budget or plan, or anything that requires my unflagging attention, I also turn off notifications on my computer. I set a timer on my phone to stay focused and working, only letting myself up for air when the timer rings.
How do you differentiate your business from the competition?
Having a lot of experience makes a big difference in this business. You learn a lot of what you do in the “school of hard knocks,” so you know the potential pitfalls to avoid and the successful techniques to replicate. And having produced a lot of events in countries across the globe is enormously helpful with large international clients. My team and I know how to adapt to and work effectively with different cultures when organizing events internationally. And finally, in this business, a sense of humour is a plus and a differentiator!
What has been your most effective marketing strategy to grow your business?
Have fun and do incomparable work! And to always be there for my clients. I was once told during a particularly chaotic event that I was the calm that helped my client stay calm. That’s one of the reasons repeat business is a huge part of my client portfolio.
What's your best piece of advice for aspiring and new entrepreneurs?
Don’t wait to start your business at the “perfect time.” There won’t be a perfect time. Just dive in and do it.
What's your favorite app, blog, and book? Why?
My favorite business book: Market Shark: How to be a Big Fish in a Small Pond by Christopher Fletcher. Full disclosure: the author is my business coach, but regardless, the book is like a business bible. It’s my immediate go-to resource on questions and challenges.
My favorite app: Facetime. It lets me stay connected with family and friends when I’m on the road. I usually talk to my Mum in the U.K. twice a day.
What's your favorite business tool or resource? Why?
Slack, because it beats email. I hardly use email anymore. My clients use different communication tools that I tie in with, but Slack is the most popular. I can get quick responses to questions where the email will take too long. In Slack, I can share documents, make calls, and it makes it easy to find information. (Search capabilities in standard email programs are rubbish!)
Who is your business role model? Why?
Richard Branson. I admire his determination to persevere and succeed; his vision and his ability to make dreams turn into reality.
How do you balance work and life?
They’re balanced because they’re blended. I don’t have a workweek and a weekend. I have a week. I don’t have a work-life and a personal life—they’re all integrated.
What’s your favorite way t decompress?
I love to be with my friends and family. If I can’t be with them, you’ll catch me out walking.
What do you have planned for the next six months?
In-person events and conferences are not coming back any time soon, so I’m focused on the virtual world right now. I’m organizing online events for my clients, coming up with innovative ways to attract attendees and keep them engaged with the online content. I’m also preparing for when we do have in-person events again—because they will be different. What will they look like? How can attendees feel safe? What will the new processes and protocols be? How can we make hybrid events (a combination of online and in-person events) work effectively and offer the best of both worlds? I have a lot of ideas percolating and a lot of planning going on.
How can our readers connect with you?