"When I need to get a set of tasks done, I make a list and set aside a block of time to focus" with Michelle Shuey

Michelle Shuey is the founder and chief party planner at The Effortless Affair, a full-service event planning company serving North Jersey. The Effortless Affair specializes in children’s parties from gender reveals to sweet sixteens. Our goal is to take busy parents from overwhelmed about party planning to Pinterest perfection. We want parents to enjoy these special moments and let us sweat the details. 

Website: The Effortless Affair

Can you tell our readers about your background?

I graduated from Manhattan College with degrees in Finance and Economics. I started working as a leveraged loan analyst at a Japanese asset manager and eventually moved to the hedge fund world. After working on a trading desk for ten years, I quit becoming a stay at home mom. I became engrossed in the mommy circuit with playdates and birthday parties. I enjoyed getting moms together and sharing the common struggle of raising newborns to toddlers. 

What inspired you to start your business?

I was planning playdates and birthday parties for friends and neighbors and loved how creatively stimulating it was. The busy moms were so grateful to outsource these time burdensome tasks, I thought I really have something here. 

Where is your business based?

Glen Ridge, NJ

How did you start your business? What were the first steps you took?

I am very impulsive and once I decide to do something, I am all in. I bought an LLC one afternoon and told my husband I was a business owner that evening. I thought of a name and started creating a website. I was learning things like SEO and social media content by the seat of my pants.

What has been the most effective way of raising awareness for your business?

I have had the most success from past clients recommending me on Facebook community groups. Recommendations have been my biggest lead generator. 

What have been your biggest challenges and how did you overcome them?

Time management has been a struggle. I wish all I had to do was plan beautiful parties but there is so much more to running a small business. Invoicing clients, writing blog posts, maintaining the website, posting on social media and of course working with clients all take time. I have 3 children under 4 and therefore free time is hard to come by.

How do you stay focused?

When I need to get a set of tasks done, I make a list and set aside a block of time to focus. I put my phone away and close my email tabs. I find the biggest distraction for me is answering miscellaneous emails or getting off track with a text. It is so rewarding to slowly cross items off that list and feel a real sense of accomplishment.

How do you differentiate your business from the competition?

The Effortless Affair is different then competitors in that we are a one-stop-shop for busy parents. We don’t just style or coordinate parties. We deliver soup to nuts party approach from invitations, RSVP management, vendor coordination, party styling, set up, and day-of management and breakdown. We like to have our clients be guests at their own parties and enjoy the moment, while we handle all party elements.

What has been your most effective marketing strategy to grow your business?

I find networking and partnering with complementary businesses to be the best way to grow my business. I use them for my parties and they recommend me to their clients. It is a win-win for everyone. It is also a great way to support local businesses. 

 What’s your best piece of advice for aspiring and new entrepreneurs?

So cliche but believe in yourself. It takes a lot of guts to take the leap and start your own business. Mistakes will happen, the learning curve is steep but you will learn. Done is better than perfect. Be gentle with yourself.

What's your favorite app, blog, and book? Why?

I really love the Later app for social media posting. It is nice to just allocate a block of time and plan out my social media for the month. I can still be spontaneous with Stories but not having to come up with the content on the fly is nice. The Brand Confidential Blog by MikiFoto. It helped me streamline my message and find out who is my ideal client.

What’s your favorite business tool or resource? Why?

I love the Biz Chix podcast. I feel like Natalie Eckdahl really cuts through all the BS that gets thrown at small businesses. Listening to her coaching calls really helps me stay focused and contain shiny object syndrome. I also had to work through some mindset issues and it was really helpful to hear that other entrepreneurs are in the same place.

Who is your business role model? Why?

My dad. My dad owned his own business and seeing how hard he worked. I saw first hand what it takes to get a small business off the ground; the sacrifices you need to make. He took care of his employees like family and treated everyone with dignity. That is the kind of entrepreneur I strive to be.

What is your beauty routine? What are some of your favorite products?

I am concerned about all the chemicals companies put in our beauty products so I try to purchase from companies that have a clean ingredient model. Tarte shape tape is my secret for looking awake and I love a nice red lip. You always look put together if you have a red lip even if you woke up 5 minutes ago. 

How do you balance work and life?

I don’t. Nothing is balanced. I am not perfect. I do the best I can and hope that my children realize what a special thing it is for their mom to be building a business. My vendors and clients know what they are getting when they work with me. I have shown up to event space viewings with all three children in tow because that is the only way it will happen. Just because I am a mom and you see my kids present while I am conducting business, does not mean that my product is less than someone who keeps them away. I have a killer product and my family is everything. 

What’s your favorite way to decompress?

I love reading this blog Celebitchy. It is a wonderful celebrity gossip blog but with a feminist edge. Sometimes, you also need a glass of wine.

What do you have planned for the next six months?

The next six months are a bit of a wildcard for me with the Coronavirus. I have had a lot of people postpone or cancel their parties. I honestly do not know. I am focusing on the backend of my business now that I have some time and waiting for the business to get back to normal.

How can our readers connect with you?

michelle@TheEffortlessAffair.com

FB & Instagram: @TheEffortlessAffair

"I read everything from Vanity Fair to Fast Company to the New Yorker" with Carol Galle

Photo credit: Brett Mountain Photography

Carol Galle, CMP, is the co-founder, president and CEO of Special D Events, a strategic professional events company and its subsidiary, The Anniversary Company. Carol is active in many community and event industry organizations, having served on the Events Committee for the Detroit Regional Chamber of Commerce and the Editorial Advisory Board for Michigan Meetings + Events magazine. She is also the co-founder of the Detroit Events Council. She was inducted into the Hall of Fame as “Best Meeting Professional” by Michigan Meetings + Events magazine in 2013.

Can you tell our readers about your background?

I have a bachelor’s degree in communications and began my professional career as a writer and editor for the auto industry. Along the way, I was exposed to the world of corporate events and made the leap to change industries.

 What inspired you to start your business?

While working for General Motors, I was tasked with coordinating the Dealership Management Academy, an extensive training program that prepared the sons and daughters of Chevrolet dealership owners to take over their parents’ businesses. I was exposed to some of the greatest business minds in the world -- the academy’s presenters. Until that time, I had never considered becoming an entrepreneur. In fact, just the opposite. I craved stability. My father was in sales and our family’s income and security always felt at risk. When I joined GM, the promise of a full-time salaried position felt like the brass ring to me.

 Where is your business based?

We’re based in the Detroit area, with offices in the city of Detroit and a suburb. 

How did you start your business? What were the first steps you took?

My first step was to find a partner with the skills I lacked. I had become a skilled event manager and thanks to my Dad I could sell ice to an Eskimo. But, I found a partner whose passion was both HR and finance, and we made a great match. We shook hands over a Coney Island hotdog (it’s a Michigan thing!) and began by taking a class in entrepreneurship at Detroit’s Wayne State University.

What has been the most effective way of raising awareness for your business?

Referrals and repeat business. I’ve owned the company for 28 years and our longest continuous client relationship ran for 24 years. My team’s ability to meet our clients’ needs is key to future sales. 

What have been your biggest challenges and how did you overcome them? 

The event industry is the canary in the coal mine for our nation’s economy. Although events can motivate a company’s workforce, generate sales, and build customer loyalty, many companies are quick to cut their event budgets at the first whiff of a downturn. It’s up to us to demonstrate the benefits of strategic event management. Still, we definitely struggled during the recession. During that time, I launched a subsidiary called The Anniversary Company which provides consulting services to organizations celebrating milestone anniversaries. While a special event is often part of an anniversary celebration, there are many other strategic initiatives that can be planned to not only honor the past, but also launch an organization’s future. Despite the recession, we were able to provide value to companies in a different way. Our clients didn’t want to miss the opportunity to celebrate their 50th, 100th or 150th anniversaries, despite the downturn.

How do you stay focused?

My husband always says that the hallmark of a successful leader is his/her ability to consume a tremendous amount of data, but immediately sift out what really matters. I am a life-long learner. I read everything from Vanity Fair to Fast Company to the New Yorker, and I always seek the person who seems the most different from me in a room. There is so much to learn, and I practice sifting out what matters every day.

How do you differentiate your business from the competition? 

Our core values and they are not aspirational; they are genuine. My senior leadership team and I carefully considered what clients said they like about working with us, and we narrowed it down to five core values. We are responsive, accountable, consultative, nice and we roll with it. We hire, coach, and evaluate those values.

What has been your most effective marketing strategy to grow your business? 

It’s impossible to choose one strategy. Our marketing plan is complex and evolves constantly.

What’s your best piece of advice for aspiring and new entrepreneurs?

I recommend Googling the image for the Japanese word “Ikigai”. In English, the word translates to the “source of value in one’s life”. But the diagrams typically associated with Ikigai illustrate the intersection between what you love, what you’re good at, what the world needs, and what people will pay for. If your business concept incorporates all aspects, you have the foundation for success.

What’s your favorite app, blog, and book? Why?

I’m obsessed with Furbo. I often travel for business, but no matter where I am in the world, I can use the Furbo camera and app to check in on my dog and even toss him a real treat. It’s pure joy for both of us.

Most of the blogs I read are event-related and I intentionally vary them so I’m always learning something new.

Danny Meyer’s book about the hospitality industry, “Setting the Table”, is one of my favorites. He is a master at making people feel welcome and valued, and that is crucial in my industry.

What’s your favorite business tool or resource? Why?

We use Smartsheet daily at our office. It’s a very effective project management tool and easy for anyone to pick up with little training.

Who is your business role model? Why?

My husband. I worked for him as a writer years ago and I always admired his dedication, passion and unwavering support of simply “doing what’s right” when it came to the customer.

What is your beauty routine? What are some of your favorite products? 

Sunscreen, medium coverage foundation and lots of black mascara!

How do you balance work and life? 

It’s easier to balance now that my step-daughter is grown and has her own life. But, I genuinely regret how much time I missed with her while she was growing up and I was building my company. I will never get those days back.

What’s your favorite way to decompress?

A healthy combination of wine, cheese, comfy clothes, and talking with my husband on our back porch. That’s my idea of heaven.

What do you have planned for the next six months?

Balancing my business along with supporting the United Nations Sustainable Development Goals (SDGs). I belong to a global organization of entrepreneurs and we recently committed to helping the UN achieve 17 goals that represent a shared blueprint for peace and prosperity for people and the planet. Over 178 countries have pledged their support, but the UN knows that governments and NGOs will need the help of business leaders and individuals to succeed.

How can our readers connect with you?

Carol A. Galle, CMP

President/CEO

Special D Events (and The Anniversary Company)

535 Woodward Heights

Ferndale, MI 48220

P 248.336.8600

carol.galle@specialdevents.com

https://www.linkedin.com/in/carolgalle/

www.specialdevents.com

www.theanniversarycompany.com