Full Transcript for Taking the Leap: Building an Events Business on Reputation and Relationships with Patricia Lynch

feel part of that occasion, which I think makes, you know, whether it's a wedding or whether it's a corporate event, if you're the event planner on it, it makes you feel very special, doesn't it? 00:04:17.439 --> 00:04:17.680 Yes. 00:04:17.839 --> 00:04:28.879 And I do find that with a lot of the events I work in now, like whether it be conferences or family fun days, you know, people seeing the event through other people's eyes and knowing that you played a part in that. 00:04:29.040 --> 00:04:29.680 It's amazing. 00:04:29.920 --> 00:04:30.160 Yeah. 00:04:30.319 --> 00:04:34.639 So nine years of Leskin, and then you thought, well, I'll tell you what, I'll set up my own business. 00:04:34.720 --> 00:04:37.199 I mean, it's a brave move, age 39, to do that. 00:04:37.279 --> 00:04:39.120 But what was the moment you thought to yourself, do you know what? 00:04:39.199 --> 00:04:42.240 I've done it, I've seen it, I've seen all these events, I've organized stuff. 00:04:42.399 --> 00:04:44.000 I can do this by myself. 00:04:44.240 --> 00:04:47.680 I don't think it was really me saying I can do this by myself. 00:04:47.839 --> 00:04:50.079 I think I knew I needed a new challenge. 00:04:50.240 --> 00:04:53.199 I knew I was working in the sector for long enough. 00:04:53.279 --> 00:04:57.519 I'd built up a client base within the lexicon and a network. 00:04:57.680 --> 00:05:02.160 But I think a lot of it is to do with that rocking chair moment when you're 70 years of age. 00:05:02.319 --> 00:05:05.839 I didn't want to look back and have a regret of not doing it. 00:05:06.000 --> 00:05:10.319 It was something that was always in the back of my mind um to set up a business. 00:05:10.480 --> 00:05:12.720 And then I didn't want to have any regrets. 00:05:12.800 --> 00:05:19.040 And the other side of it, David, if I didn't take a risk when I had the opportunity, why would somebody else take a risk in hiring me? 00:05:19.279 --> 00:05:20.639 Yeah, I think that's a very good point. 00:05:20.800 --> 00:05:25.439 You know, when you set up your own thing, I mean, I've done it myself, as has Mike and as has Richard. 00:05:25.600 --> 00:05:29.759 When you're sitting there in the morning and you think to yourself, right, okay, what am I gonna do today? 00:05:29.920 --> 00:05:35.519 And it's not necessarily a case of waiting for the phone to run because the phone's probably already rung or you've got an email or whatever it might be. 00:05:35.680 --> 00:05:43.360 But I know from you know for even now is that where I think my day's gonna go, very rarely is the way that my day goes. 00:05:43.680 --> 00:05:47.199 No, your day as an entrepreneur is very much a roller coaster ride. 00:05:47.360 --> 00:05:59.120 You can start on an absolute high or an absolute low, panicking where your money's gonna come in, where the next big event is going to be, and then by the end of it a client has got back to you and said, Yes, we loved your quote, let's go ahead. 00:05:59.199 --> 00:05:59.920 It's brilliant. 00:06:00.079 --> 00:06:02.720 And it's the other thing is it's all under your control. 00:06:02.879 --> 00:06:08.240 So you work hard to get the money in the door for yourself, and it's not somebody else that has to do the work. 00:06:08.319 --> 00:06:10.079 So you're totally in control of everything. 00:06:10.319 --> 00:06:12.000 Do you think it's what you expected? 00:06:12.240 --> 00:06:18.240 No, I think if I was aware of what was ahead of me when I started, I probably wouldn't have done it. 00:06:18.319 --> 00:06:20.560 I think I was very much in dreamer land. 00:06:20.639 --> 00:06:27.920 I thought it was going to be I started, launched my website, everything set up, day one sitting on my laptop, crickets, nothing. 00:06:28.160 --> 00:06:30.399 I'm not a huge show, but yeah, I know what you mean. 00:06:30.480 --> 00:06:32.000 There's a horrible moment, isn't it? 00:06:32.160 --> 00:06:35.439 Yeah, so you do have to put an awful lot of work in at the start. 00:06:35.600 --> 00:06:38.480 But I think the entrepreneur world is very supportive. 00:06:38.639 --> 00:06:42.160 I do find that here in Ireland, I'm not sure what it's like in the UK. 00:06:42.480 --> 00:06:50.079 A lot of businesses support other businesses, and especially ones that's starting out that will do their best to support you or advise you. 00:06:50.160 --> 00:06:53.920 So you're never really alone, even though you are in business on your own. 00:06:54.240 --> 00:06:55.839 Yeah, I think that's very true. 00:06:56.000 --> 00:06:57.439 I saw you did a post the other day. 00:06:57.600 --> 00:06:59.680 Was it Women in Business in Wicklow? 00:06:59.839 --> 00:07:08.160 There was a big event that you posted, which looked amazing, and lots and lots of women, lots of entrepreneurs all supporting each other, which I thought would look like a very, very cool event. 00:07:08.480 --> 00:07:17.680 Yes, I'm on the committee of the Network Ireland Wicklow group, but there are branches throughout Ireland, and then there's the National Ireland branch based out of Dublin. 00:07:17.839 --> 00:07:19.839 So it's very much supporting each other. 00:07:20.160 --> 00:07:28.480 Again, we we talked about in this in the past, you know, the events world, whether it's you know in Ireland or in the UK or wherever it might be, they're quite small villages, the events world, aren't they? 00:07:28.560 --> 00:07:30.879 So you tend to know an awful lot of people within the events world. 00:07:30.959 --> 00:07:38.079 And it, yes, to a greater or lesser extent, people are competitive and competitors, but you know they're normally friendly people, aren't they? 00:07:38.480 --> 00:07:38.879 Yes. 00:07:39.120 --> 00:07:40.800 And it is a small industry. 00:07:40.879 --> 00:07:49.680 So if you work well with one person and you have that reputation of being a very good event manager, it will start to feed into other people in the industry. 00:07:49.759 --> 00:07:53.040 So your reputation

is very important in the events industry. 00:07:53.360 --> 00:07:54.079 Yeah, absolutely. 00:07:54.240 --> 00:08:01.920 And presumably you'd built up so much goodwill working uh the lexicon that it that probably carried over quite a lot into Senin. 00:08:02.399 --> 00:08:03.519 Yes, definitely. 00:08:03.759 --> 00:08:06.560 One of my main clients would be the council. 00:08:06.639 --> 00:08:22.959 So I would do a number of events with them throughout the year, which is it just shows that I did build up the good reputation, and because I think they took a risk on me when I started my business because you obviously you have a brand and your company behind you when you were working with them, but then it's a different story. 00:08:23.199 --> 00:08:26.000 Can you do it on your own and have the same standard? 00:08:26.160 --> 00:08:27.680 And I obviously proved that I could. 00:08:27.920 --> 00:08:39.840 Yeah, and I think that's so true, is is that the biggest problem or biggest issue, but it's not a problem necessarily, is proving to your prospects and your leads and your therefore clients that you can do what you say you can do. 00:08:40.080 --> 00:08:42.320 You know, when you're working for someone, they say, well, take it as red. 00:08:42.480 --> 00:08:45.120 You know, if Trish can't do it, there'll be someone in the organization who can do it. 00:08:45.200 --> 00:08:48.559 But if it's just Trisha I'm relying on, is she actually any good at doing this? 00:08:48.639 --> 00:08:54.399 And as soon as you prove you are, then you know, it just goes miles into making you a very credible business. 00:08:54.720 --> 00:09:01.120 But then again, it's their business on show as well because it's their event and it's their clients that's coming to see their event. 00:09:01.200 --> 00:09:02.240 So that's vital. 00:09:02.399 --> 00:09:05.440 They don't need somebody that's going to drop the ball at any point. 00:09:05.759 --> 00:09:08.320 But from a business point of view, you are pretty niche. 00:09:08.399 --> 00:09:15.120 You know, you do conferences and business events throughout the spring and the autumn with brand of activations and more festival work in the summer. 00:09:15.279 --> 00:09:19.279 Was that a conscious decision, or is that something just the way it's evolved? 00:09:19.679 --> 00:09:25.759 When I was working in the lexicon, I knew that conferences was the area that I wanted to go into. 00:09:25.919 --> 00:09:34.159 I think for me, conferences you get to know speakers, you have the technical side of it with the AV, and that's the area that I'm really interested in. 00:09:34.399 --> 00:09:39.679 Then different sizes and different technology that's available for conferences. 00:09:39.840 --> 00:09:43.440 It's an area that I'm very passionate about, especially when it comes to registration. 00:09:43.519 --> 00:09:48.080 I'm not a huge fan of the old printed tick off the box. 00:09:48.159 --> 00:09:50.240 I'm more into the technical side of things. 00:09:50.320 --> 00:09:52.320 So yeah, that's an area I knew I wanted. 00:09:52.399 --> 00:09:57.120 And then brand activations and festivals are just a good fun when you're around for the summertime. 00:09:57.360 --> 00:09:58.879 I love the fact that you've done that. 00:09:58.960 --> 00:10:04.240 And I love the fact that you say on your website that you want to leave a lasting impression with the events you do. 00:10:04.399 --> 00:10:09.679 But you also said that the attendee experience for you is that what really matters. 00:10:09.840 --> 00:10:12.879 So, what does genuinely a great attendee experience look like for you? 00:10:12.960 --> 00:10:21.840 And it doesn't really matter what the event is, but I guess from a conference point of view, people don't necessarily want to flood to a conference, but when they get there, you know, they have to be there or whatever it might be. 00:10:22.000 --> 00:10:25.039 How does your attendee experience make them feel? 00:10:25.360 --> 00:10:29.840 I think I like to put myself in the shoes of the attendees. 00:10:29.919 --> 00:10:37.840 So from when they walk in the door, I don't want a large queue of people standing registering and adding 20 minutes to their morning. 00:10:38.000 --> 00:10:40.559 Just get them through quickly and in and sit down. 00:10:40.720 --> 00:10:44.879 I think catering adds an awful lot to attendees' experience. 00:10:45.039 --> 00:10:48.639 If there's bad catering, it tends to be the first thing people talk about. 00:10:48.799 --> 00:10:53.519 The registration cue is also something people will talk about if they have a bad experience. 00:10:53.679 --> 00:10:54.559 And then speakers. 00:10:54.720 --> 00:10:58.960 Speakers are very important when it comes to conferences and the flow of the event. 00:10:59.039 --> 00:11:04.799 So you don't want everything to be happening in the morning time and then nothing to be happening in the afternoon. 00:11:04.879 --> 00:11:10.399 So I think when you look at the bigger picture, and that's where I would bring my expertise to the conferences. 00:11:10.559 --> 00:11:20.000 While people may have their whole schedule done up, there are certain areas that I would like to have input in to make it that more impactful for the attendees. 00:11:20.320 --> 00:11:21.039 Yeah, I think you're right. 00:11:21.120 --> 00:11:23.279 I think catering is such an important part of it, isn't it? 00:11:23.440 --> 00:11:24.320 Oh, it's massive. 00:11:24.559 --> 00:11:28.879 Because people, you know, you have one dodgy meal or not enough coffee, or do you know what I mean? 00:11:28.960 --> 00:11:30.799 And all that sort of stuff goes, that's just rubbish. 00:11:30.879 --> 00:11:32.799 But equally, I guess it's the look and feel. 00:11:32.879 --> 00:11:36.159 So you walk in and it's registration, you've got nice flowers behind you. 00:11:36.320 --> 00:11:38.960 You know, usually you say the key is nice and short, it's efficient. 00:11:39.120 --> 00:11:41.840 There isn't

someone scrolling down a spreadsheet to make sure you're there. 00:11:41.919 --> 00:11:42.480 All that stuff. 00:11:42.639 --> 00:11:47.120 Is there a particular software you use for registration, or is that something you develop yourself? 00:11:47.440 --> 00:11:53.519 There's lots of software out there for people to use, like events are an application that people would use. 00:11:53.840 --> 00:11:56.159 C Vent is another very popular one. 00:11:56.320 --> 00:12:03.279 Um, I have attended uh worked at an event with Cvent, and they have an area where you can network with people beforehand. 00:12:03.360 --> 00:12:07.919 So you can see the full attendees list, and therefore you know who you want to go talk to. 00:12:08.080 --> 00:12:16.960 And then there is a company that I know that does the automatic registration, so they have the machine set up and the print out your lanyards there and then. 00:12:17.039 --> 00:12:18.799 So all you have to do is put in your name. 00:12:18.960 --> 00:12:26.480 So there's lots of ways to make things efficient in this current day and age, but I think it is very much an investment, and events are expensive. 00:12:26.720 --> 00:12:28.000 Oh, they are very expensive. 00:12:28.159 --> 00:12:35.360 And in terms of you as Senant, you've been going a couple of years, obviously, you know, it's you and a whole bunch of freelancers. 00:12:35.519 --> 00:12:41.039 You obviously have a very strong work ethic, you know, you have uh values that are very, very important for you. 00:12:41.200 --> 00:12:44.240 How do you maintain that culture in a freelance world? 00:12:44.320 --> 00:12:54.159 How do you maintain the standards that you want to be kept in a world where I mean I know you work with a lot of the freelancers, but their first priority is themselves, not necessarily to you. 00:12:54.399 --> 00:13:05.440 I think communication, once you communicate with people what your message is, what's important for the client, the team briefing, I normally would send that beforehand to my team on the day. 00:13:05.600 --> 00:13:15.600 So for example, last week there was a teamwork company of 10 freelancers, and they all got the team briefing, and then on the day I reiterated the important parts. 00:13:15.759 --> 00:13:18.960 But a lot of the people I work with, I've worked with them on different events. 00:13:19.120 --> 00:13:23.679 I also have a small client base, so I tend to work with a lot of repeat clients. 00:13:23.840 --> 00:13:30.559 So they tend to get to know my team then as well, and then it's consistency, and that's what clients want at the end of the day. 00:13:30.639 --> 00:13:33.279 They don't want new people coming in and around all the time. 00:13:33.360 --> 00:13:42.240 And I think also for myself, while I'm bringing the cam for my client, I need my team to bring the cam for me so it allows me to do the best I can. 00:13:42.399 --> 00:13:46.399 I don't really want to be spoon feeding people and telling people over and over again. 00:13:46.559 --> 00:13:50.480 And I have been very lucky with the team that I've been working with over the last two years. 00:13:50.799 --> 00:13:53.360 You've got to be able to trust them, I think that's the most important thing. 00:13:53.519 --> 00:13:57.600 And I guess a lot of that, you know, being able to trust them comes down to communication. 00:13:57.679 --> 00:14:03.679 And it's not just communication between you and the clients, some communication between you and the team and the team and the clients and so on. 00:14:03.759 --> 00:14:06.559 So everyone then knows what's happening at all times. 00:14:06.879 --> 00:14:08.720 Yeah, communication is vital. 00:14:08.960 --> 00:14:16.639 I think we said it before, just picking up the phone at the start when you're organized, it could turn a day of emails over and back into a three-minute phone call. 00:14:16.879 --> 00:14:19.600 Like it's just so simple just to communicate with somebody. 00:14:19.840 --> 00:14:21.600 And yet, people just don't do it. 00:14:21.679 --> 00:14:28.799 It's so much easier when something does go wrong to be able to communicate it straight to your client and say, listen, okay, we've got a slight issue here, but don't worry about it. 00:14:28.879 --> 00:14:30.879 It'll be sorted out, you won't know anything about it. 00:14:30.960 --> 00:14:33.840 They might cause a problem here for two minutes, but it's not a big deal. 00:14:33.919 --> 00:14:35.759 And then everyone's calm, aren't they? 00:14:36.000 --> 00:14:36.240 Yeah. 00:14:36.399 --> 00:14:46.320 Once you're aware of the problem, before the client is aware of the problem, they feel okay, she's in control, she knows what's happening, she's made me aware of it, and they're managing the situation. 00:14:46.480 --> 00:14:51.759 But if it's the client coming to you saying, This issue is about to happen, why aren't you doing something about it? 00:14:51.919 --> 00:14:53.440 That's a completely different story. 00:14:53.600 --> 00:14:54.240 Yeah, exactly. 00:14:54.399 --> 00:14:57.440 I mean, as you say, you were described by one of your clients as a swan. 00:14:57.519 --> 00:15:04.960 I mean, I think is a great description for pretty much anyone who is an event planner because you have to look swan-like on top of the surface. 00:15:05.120 --> 00:15:05.600 You have to. 00:15:05.840 --> 00:15:11.039 Yeah, and that's why it's so important to have a team that supports you and that you can trust to do the job. 00:15:11.200 --> 00:15:16.720 Because if you're panicking and you're trying to delegate and everything, it can become a little bit of a mess. 00:15:16.879 --> 00:15:25.360 But I think for me, having the communication with my team, having the clear team plan on what's happening on the day, and making sure everybody's aware of everything. 00:15:25.440 --> 00:15:30.559 Um, having the contingency plans in place should like if you're having an outdoor event, what happens? 00:15:30.639 --> 00:15:31.840 Do we

bring everything inside? 00:15:32.080 --> 00:15:35.440 Something goes wrong with the tech side of things, what's gonna happen? 00:15:35.519 --> 00:15:38.159 And then just communicating everything back to the client. 00:15:38.399 --> 00:15:46.639 Yeah, as I said to when I was speaking to Jennifer Davidson a couple of weeks ago, you know, we both agreed there was always a plan A, but there's also a plan B, C, D E as well, isn't there? 00:15:46.879 --> 00:15:53.440 So you're doing about 50 events per annum at the moment, which is incredible considering how how short a time you've been getting. 00:15:53.600 --> 00:15:58.799 There's gonna be a point, I guess, when employee number one pokes their head through the door. 00:15:58.879 --> 00:16:01.039 How will you know when that moment arrives? 00:16:01.200 --> 00:16:04.720 I mean, you must be busy now, which is great, don't get me wrong, wonderful position to be in. 00:16:04.879 --> 00:16:07.120 But also, you know, you need a break from time to time. 00:16:07.200 --> 00:16:13.200 You know, you've got to do the accounts, you've got to, I don't know, do the housework, do go cook dinner, all that stuff takes time. 00:16:13.279 --> 00:16:14.799 And you're living human beings. 00:16:14.879 --> 00:16:17.679 So at some point there's gonna be someone who needs to help you. 00:16:17.840 --> 00:16:18.879 When's that gonna be? 00:16:19.200 --> 00:16:22.159 At the moment, it's not something that I've looked at, David. 00:16:22.240 --> 00:16:30.720 For me, it's just building the reputation of myself and sending event management and being known as the conference organizer internationally. 00:16:30.879 --> 00:16:36.000 I think one of the big things that I've learned as an entrepreneur is asking for help from people. 00:16:36.080 --> 00:16:44.559 So if I need help from the marketing side or from a finance side, there are people out there that can take on those duties, so I can delegate all of that to. 00:16:44.720 --> 00:16:46.799 And it's not an area of my expertise. 00:16:46.960 --> 00:16:50.799 So as for employing somebody, I'd say watch this space. 00:16:50.960 --> 00:16:53.360 Hopefully in the next two to five years, I would say. 00:16:53.519 --> 00:16:55.440 But it's not something that I'm rushing at. 00:16:55.679 --> 00:16:57.360 I would guarantee you it'll be before that. 00:16:57.519 --> 00:17:06.319 I think the biggest growing pain for any person sitting up on their own, and the reason that event people do it is because they're very good at doing what they do, and you learn that at the lexicon. 00:17:06.480 --> 00:17:08.160 Obviously, you were very, very good at the things you do. 00:17:08.319 --> 00:17:09.759 You liked doing those things. 00:17:09.920 --> 00:17:12.960 So being a good event manager comes as second nature. 00:17:13.119 --> 00:17:18.000 Becoming a good business owner is a lot more difficult, and it's a lot more difficult to learn that skill. 00:17:18.079 --> 00:17:28.079 And again, talking to Lee Club Sanson the other day, he said he never had that because he came from a retail background and he was appointed as a CEO to a really quite big business in Sarah Haywood. 00:17:28.160 --> 00:17:31.839 But I what was fascinating by it, he said, I was a CEO before I was an event planner. 00:17:31.920 --> 00:17:35.839 So is there anything you've learned in the last two years about being a business owner? 00:17:36.160 --> 00:17:37.680 Oh, I've learned quite a lot. 00:17:37.839 --> 00:17:39.440 Patience is a massive one. 00:17:39.599 --> 00:17:42.400 Not expecting everything to happen as quickly as you would like. 00:17:42.640 --> 00:17:44.720 So that was a major lesson. 00:17:44.880 --> 00:17:45.759 Asking for help. 00:17:46.000 --> 00:17:47.279 The most important thing to do. 00:17:47.440 --> 00:17:54.720 Yeah, I think when you're working in events, people tend to come to you as the go-to person to ask for help and you take all those problems away. 00:17:54.880 --> 00:17:59.519 So for you to turn around and ask somebody else, it is a big challenge to overcome. 00:17:59.680 --> 00:18:01.599 Well, it was for me when I was starting it. 00:18:02.000 --> 00:18:02.640 Yeah, for sure. 00:18:02.799 --> 00:18:03.680 And I think that's right. 00:18:03.759 --> 00:18:11.039 We always say to people when we're working with them over on a consultancy or advisory basis, you know, you have to have an outside voice. 00:18:11.200 --> 00:18:14.880 You have to have someone that you can turn to and say, Oh, I don't understand this. 00:18:15.039 --> 00:18:15.839 How can I help? 00:18:16.000 --> 00:18:18.000 Or I'm making this decision in my business. 00:18:18.160 --> 00:18:19.279 Do you think it's a good idea? 00:18:19.440 --> 00:18:25.119 Because, you know, one of Mike's favorite expressions is that there's a good decisions and wrong decisions, but there's also bad decisions. 00:18:25.200 --> 00:18:30.400 And the bad decisions are the ones you make on gut instinct, and they're nearly always very bad decisions. 00:18:30.559 --> 00:18:36.000 Whereas wrong decisions, at least it might go wrong, but at least you've taken the time to stress test it along the way. 00:18:36.240 --> 00:18:42.400 I did have a number of mentors with me when I was starting out in business advising me, and they were invaluable. 00:18:42.559 --> 00:18:46.319 As I said before, with the networks and everything, there is a fantastic support out there. 00:18:46.640 --> 00:18:53.279 We have a WhatsApp group where you could just ask different people for advice on things and people will stir you in the right direction. 00:18:53.440 --> 00:18:59.599 And yeah, I just find it really important and vital to succeed is to ask for help. 00:18:59.839 --> 00:19:01.200 Yeah, I couldn't agree with you more. 00:19:01.359 --> 00:19:09.200 Um, when we spoke before, you know, one of the things that has come up a lot in these conversations is the use of AI and how people use it or not. 00:19:09.359 --> 00:19:15.839

And obviously, I don't think we'll ever be able to produce an event, but it certainly can help, you know, speed things up and so on and so forth. 00:19:16.000 --> 00:19:17.440 Is it very important to you or not? 00:19:17.759 --> 00:19:19.279 I would use it daily. 00:19:19.440 --> 00:19:31.440 I think as a solo business person, I am in competition with the larger organizations who has the team and who can produce documentation the next day or the day that it's been requested. 00:19:31.599 --> 00:19:34.160 So I need to be at the same standard as those. 00:19:34.240 --> 00:19:39.279 And I find using AI is instrumental for the growth of my business. 00:19:39.359 --> 00:19:50.559 So, like if I was doing an event management plan of 50 pages, I would use AI to do 70% of it, and then I would look over it and then finish it off with a 30% with my experience. 00:19:50.799 --> 00:19:55.119 Yeah, I don't think it'll replace people, it'll just save time, which is vital in your world. 00:19:55.200 --> 00:19:56.799 I mean, everyone wants everything now. 00:19:56.960 --> 00:20:03.039 So, you know, the idea of doing an event plan or a proposal which is going to take you a week to do is just a non-starter now, isn't it? 00:20:03.200 --> 00:20:03.440 Yes. 00:20:03.599 --> 00:20:11.119 And I do actually think for events, in-person events, it's going to make them more popular with AI being so used so frequently in business. 00:20:11.279 --> 00:20:13.119 People will want that personal connection. 00:20:13.200 --> 00:20:18.559 So it could grow the business, the industry as well, with people going to networking events and business events. 00:20:18.880 --> 00:20:27.759 You know, one of the things that we noticed obviously during COVID was, you know, well, or when COVID finished, was people's desperation to get back to live events. 00:20:27.839 --> 00:20:34.880 And in a funny sort of way, I think it accelerated the use of things like AI, not use of, but that accelerated the development of things like AI. 00:20:34.960 --> 00:20:40.400 And it probably made live events and human connection far more valuable as a consequence. 00:20:40.559 --> 00:20:48.000 So, you know, it may be a great force for good in terms of you know, we will be able to produce more events more quickly because of AI, possibly. 00:20:48.319 --> 00:20:49.279 Yes, I believe so. 00:20:49.440 --> 00:20:51.039 I wouldn't look at that as a negative. 00:20:51.200 --> 00:20:53.519 I think it's going to add to the industry. 00:20:53.839 --> 00:20:54.880 Yeah, I totally agree. 00:20:55.039 --> 00:21:00.400 Now, from a sales and marketing perspective, you don't do very much sales and marketing for your 50 events a year. 00:21:00.559 --> 00:21:05.359 It mostly comes from referrals, which is great, which means you must be doing something very well indeed. 00:21:05.519 --> 00:21:10.480 In an industry built on trust, is your reputation ultimately the most powerful sales tool, do you think? 00:21:10.720 --> 00:21:12.640

It would be the main sales tool. 00:21:12.799 --> 00:21:13.920 That's what people are buying. 00:21:14.079 --> 00:21:18.079 They're buying me, they're buying my services, my capabilities, my skills. 00:21:18.240 --> 00:21:25.279 And I think that's probably one of the hardest things that you have to do when you're starting off in business by yourself, selling yourself. 00:21:25.440 --> 00:21:33.519 Because I think when you're standing behind a brand or a company, you always have their reputation, their values, their previous history to stand with you. 00:21:33.599 --> 00:21:36.160 But when you're selling yourself, you just have yourself. 00:21:36.319 --> 00:21:39.279 And that was probably another challenge that I did have at the start. 00:21:39.440 --> 00:21:40.960 But it has stood to me. 00:21:41.039 --> 00:21:52.400 And I think my reputation, and given the fact that the majority of my business would be referrals and repeat business, I think it shows that the clients trust me and believe in me. 00:21:52.480 --> 00:21:54.160 And obviously, I do the job well. 00:21:54.480 --> 00:22:04.720 Yeah, it is interesting when you go from the bosom of an organization where you can hide behind people to A place where you're suddenly very much front and centre of the organization. 00:22:04.880 --> 00:22:06.480 I suppose that's very daunting, isn't it? 00:22:06.559 --> 00:22:08.480 Did you find that very daunting at the time? 00:22:08.799 --> 00:22:11.920 Yes, I would be very much an introvert. 00:22:12.079 --> 00:22:15.039 I know I work in events, it's just the way I am. 00:22:15.200 --> 00:22:16.720 I prefer to be behind the camera. 00:22:16.880 --> 00:22:19.119 This is very daunting for me as well, David. 00:22:19.359 --> 00:22:27.839 But I think as an introvert going into networking events and selling myself, I was very much out of my comfort zone. 00:22:27.920 --> 00:22:32.559 So I did have to do a lot of personal growth on myself at the start. 00:22:32.720 --> 00:22:37.200 I had a coach that helped me through all of that and overcome some of the issues. 00:22:37.359 --> 00:22:39.440 And then I did become more confident. 00:22:39.599 --> 00:22:43.599 And when I go into a networking event, I'm not so much as selling myself. 00:22:43.680 --> 00:22:47.839 I'm just more focused on getting to know people and building that relationship with people. 00:22:48.000 --> 00:22:50.079 Whereas at the start I was like, oh sell, sell, sell. 00:22:50.319 --> 00:22:52.319 But now I realize it is relationships. 00:22:52.640 --> 00:22:54.880 Do you find the networking easier now? 00:22:55.039 --> 00:22:56.960 I mean, you obviously have lots of friends, that's great. 00:22:57.119 --> 00:23:01.039 But do you find the there's a difference between friends and acquaintances is the networking. 00:23:01.119 --> 00:23:06.000 I mean, I find networking almost painful beyond words, but rather like you, it's a learned skill. 00:23:06.079 --> 00:23:06.799 Do you know what I mean? 00:23:06.880 --> 00:23:08.240 I've learned to assist in a room. 00:23:08.319 --> 00:23:12.559 I remember we went to this software conference in Nashville in Tennessee. 00:23:12.720 --> 00:23:18.640 And the best bit of advice I was ever given was a guy who worked for the company who I spoke to just before I went out there. 00:23:18.720 --> 00:23:20.400 And I said, Have you got any advice for me? 00:23:20.559 --> 00:23:22.480 And he said, speak to everyone. 00:23:22.640 --> 00:23:25.119 And I thought that was a really, really good bit of advice. 00:23:25.279 --> 00:23:26.640 You never know what you're gonna get. 00:23:26.960 --> 00:23:27.599 Very true. 00:23:27.759 --> 00:23:34.960 I think for me, networking is definitely easier now than at the start, but it does take a lot of work. 00:23:35.119 --> 00:23:40.720 But it is where the money comes from, and all my revenue and sales comes from networking, so it works. 00:23:40.960 --> 00:23:41.839 It definitely works. 00:23:42.000 --> 00:24:01.359 I'm intrigued when we spoke before, is it last week or whatever it was, that your ambition for Senin, which really is, I guess, is more of a personal ambition, more than the company ambition, is that you want to be recognised as an international conference organizer, i.e., not just in Ireland or even just in the UK, but around the world, uh, whether the company grows to five or fifty people. 00:24:01.519 --> 00:24:03.039 So, what drives you to do that? 00:24:03.200 --> 00:24:03.920 Where does it come from? 00:24:04.000 --> 00:24:06.880 This, I mean, obviously you've lived abroad, you've traveled to Australia. 00:24:07.039 --> 00:24:08.960 Is the international bit very important? 00:24:09.359 --> 00:24:17.920 It would be important with regard because one of my passions is travel, my other passion is hiking, and then I'm also passionate about events. 00:24:18.000 --> 00:24:24.000 So to be able to combine all three into one little business is basically where I would like to take it. 00:24:24.160 --> 00:24:52.240 So the international events would be quite significant because when I was working in Australia and I was working on different events and bringing tours and groups around, I saw Australia for the first time through my eyes, but then to see tourists coming in and experiencing it through their eyes, like we would do canopies and kangaroos in one of the resorts in Kangaroo Island, and it was just amazing to see all these tourists coming from all over the world having their canopies and wine with kangaroos jumping about them. 00:24:52.559 --> 00:25:00.079 It's one of those extraordinary things, and just to experience the world through other people's eyes is kind of where I would like, and to be part of that. 00:25:00.400 --> 00:25:04.240 Yeah, and I guess, you know, to have a reputation of being that. 00:25:04.480 --> 00:25:08.400 It's similar to being a sort of international wedding planner, isn't it? 00:25:08.559 --> 00:25:21.759 In terms of, you know, you

can work anywhere, you know, you can pull strings anywhere, you can work with DMCs, you can work with A V production companies in their home country, whatever it might be, but it all comes down to you and it's your name above the door, as it were. 00:25:22.000 --> 00:25:23.599 Yes, and the skills travel. 00:25:23.759 --> 00:25:29.839 So it's the same skills you need to organize events in Ireland as the same skills you need to organize your event in America. 00:25:30.079 --> 00:25:30.880 Yeah, absolutely. 00:25:31.279 --> 00:25:32.720 So here you are two years in. 00:25:32.799 --> 00:25:46.079 If you came across someone, which I'm sure you have and probably will again in the future, who is thinking about taking the same plunge that you took, what would be the words of wisdom you'd give them to say, yes, take the plunge, go for it, and you know, it'll change your life? 00:25:46.319 --> 00:25:48.160 I would say jump, go for it. 00:25:48.319 --> 00:25:51.920 Whatever comes your way, just take on all the challenges head first. 00:25:52.240 --> 00:25:53.519 It's never going to be easy. 00:25:53.680 --> 00:25:56.720 If it was easy, everybody would be setting up their own businesses. 00:25:56.880 --> 00:26:04.799 And I think it's also important to remember that even if it doesn't work out, the backup is you're gonna be sitting in another job doing your nine to five. 00:26:05.039 --> 00:26:06.799 So that's the worst case scenario. 00:26:06.960 --> 00:26:14.640 And while we all think everybody's gonna be watching us and waiting for us to succeed or waiting for us to fail, nobody actually is watching you, only yourself. 00:26:14.799 --> 00:26:15.759 So just do it. 00:26:16.079 --> 00:26:18.160 I think that's really, really good advice. 00:26:18.480 --> 00:26:24.079 People are so conscious of failing that they're thinking, oh, you know, everyone's gonna think I'm an absolute failure. 00:26:24.160 --> 00:26:27.359 To be honest, they're just not thinking about you at all, is the honest answer. 00:26:27.440 --> 00:26:31.279 And ultimately, the people you work with, they only care about the event that they're doing. 00:26:31.440 --> 00:26:37.680 Yes, they'd probably enjoy working with you, but really ultimately you're there to facilitate that event and that's it. 00:26:37.759 --> 00:26:39.839 And you're there to the best of your ability. 00:26:39.920 --> 00:26:41.920 And so I think that would be very, very good advice. 00:26:42.079 --> 00:26:42.559 Go for it. 00:26:42.640 --> 00:26:44.240 But remember, no one's watching. 00:26:44.480 --> 00:26:45.680 And not in a bad way. 00:26:45.759 --> 00:26:49.440 There are people out there that will support you, but they're not watching, waiting for you to fail. 00:26:49.680 --> 00:26:50.160 Yeah, exactly. 00:26:50.240 --> 00:26:51.200 They're not watching you for fail. 00:26:51.359 --> 00:26:53.839 Those sort of people are very, very cruel and they don't exist. 00:26:54.000 --> 00:26:57.119 So we're just gonna finish here

with our rapid fire round. 00:26:57.279 --> 00:27:04.799 So tell me who and it doesn't matter, they could be dead or alive, but who is the most influential person in your career to date? 00:27:05.279 --> 00:27:07.599 People I've worked with or people I would aspire. 00:27:08.000 --> 00:27:09.680 Could be a parent, it could be anyone. 00:27:10.000 --> 00:27:11.039 Michael O'Leary. 00:27:11.440 --> 00:27:13.279 As in Ryanair, Michael O'Leary. 00:27:13.680 --> 00:27:14.319 Yes. 00:27:14.720 --> 00:27:15.359 Really? 00:27:15.680 --> 00:27:16.160 Yes. 00:27:16.400 --> 00:27:16.960 Interesting. 00:27:17.200 --> 00:27:19.279 Tell me why and when did you meet him? 00:27:19.440 --> 00:27:23.039 I mean I know him through racing circles, but talk about Marmite. 00:27:23.440 --> 00:27:25.599 He's always stood out as a business person. 00:27:25.759 --> 00:27:31.039 I think his approach to his guerrilla marketing and just not caring. 00:27:31.200 --> 00:27:33.279 He does not care what people think of him. 00:27:33.440 --> 00:27:36.480 And he is one of the most successful entrepreneurs out there. 00:27:36.640 --> 00:27:45.200 And to start an airline company like Ryanair in Ireland and grow it so significantly and never sway in his values. 00:27:45.279 --> 00:27:46.160 He's very stuck. 00:27:46.319 --> 00:27:49.039 You know what you're getting with him, he knows what you're giving. 00:27:49.119 --> 00:27:51.359 And I think that's brilliant for any business person. 00:27:51.519 --> 00:27:55.279 You know what you want to do, and you know what you want to do with your business, and stay with it. 00:27:55.440 --> 00:27:59.839 Don't be like taking other people from outside their opinion on board. 00:27:59.920 --> 00:28:01.119 He just does his own thing. 00:28:01.440 --> 00:28:05.599 It's a very interesting statement that because he does ruffle so many feathers. 00:28:05.680 --> 00:28:09.279 But you're right, he absolutely sticks to his guns, isn't he? 00:28:09.359 --> 00:28:10.799 There is no flinching with the man. 00:28:11.119 --> 00:28:14.319 No, and it comes through on their social media campaigns as well. 00:28:14.400 --> 00:28:15.359 Like he's no problem. 00:28:15.519 --> 00:28:22.079 You know, when people give out about the window seat, they make fun of it on their social media, and everybody's engaging with those posts then. 00:28:22.319 --> 00:28:24.960 So it follows through in everything of the company. 00:28:25.440 --> 00:28:26.000 Fair enough. 00:28:26.240 --> 00:28:28.799 The best business book you you've ever read? 00:28:29.200 --> 00:28:32.319 It would be Simon Sinek Start With Why? 00:28:32.559 --> 00:28:34.079 Oh, I love Simon Sinek. 00:28:34.240 --> 00:28:36.559 Do you ever watch any of his TED talks or his interviews? 00:28:36.799 --> 00:28:37.200 Yes. 00:28:37.440 --> 00:28:38.559 He's brilliant, man. 00:28:38.720 --> 00:28:39.519 Absolutely brilliant man. 00:28:39.680 --> 00:28:41.440 Okay, your number one movie. 00:28:41.920 --> 00:28:43.839 How

to lose a guy in ten days. 00:28:44.160 --> 00:28:44.640 Why? 00:28:44.799 --> 00:28:46.400 I always found it hilarious. 00:28:46.480 --> 00:28:50.319 It was just a true representation of relationships and men and women. 00:28:50.559 --> 00:28:51.920 Was that Matty McCullerhay? 00:28:52.000 --> 00:28:52.720 It was, wasn't it? 00:28:52.960 --> 00:28:53.279 Yes. 00:28:53.440 --> 00:28:54.319 Yeah, that's right. 00:28:54.400 --> 00:28:55.680 It's very funny that, isn't it? 00:28:55.759 --> 00:28:59.200 Where he thinks she's wonderful and then she turns out to be a complete psycho, doesn't she? 00:28:59.359 --> 00:29:01.119 Well, she's not really a complete psycho, but yeah. 00:29:01.359 --> 00:29:02.480 She's just pushing him away. 00:29:02.640 --> 00:29:02.960 Yeah. 00:29:03.119 --> 00:29:06.400 I guess that would be a sort of reverse manual on how to run an event. 00:29:07.119 --> 00:29:08.240 What's your favourite tipple? 00:29:08.799 --> 00:29:11.359 Oh, very fond of a glass of red wine. 00:29:11.519 --> 00:29:12.400 Yeah, very good too. 00:29:12.799 --> 00:29:13.680 Here's a good one for you. 00:29:13.839 --> 00:29:15.200 The small mountain you would die in. 00:29:15.279 --> 00:29:22.559 So things that little tiny things that drive you, whether in an event or a home or whatever it might, but little tiny things that you just drive you mad. 00:29:22.720 --> 00:29:23.519 Mine's sneezing. 00:29:23.599 --> 00:29:24.319 I mean, you know. 00:29:24.640 --> 00:29:26.720 People are not putting the toilet lid down. 00:29:26.960 --> 00:29:28.720 That's absolutely fair enough. 00:29:28.960 --> 00:29:32.400 But do you stand there and go, Oh, I kick it down then? 00:29:32.640 --> 00:29:32.960 Okay. 00:29:33.200 --> 00:29:37.200 I know you're a keen hiker, but what's the passion outside the event century apart from hiking? 00:29:37.440 --> 00:29:38.400 Hiking, yes. 00:29:38.480 --> 00:29:41.039 It's one of the reasons I moved to Wicklow in Ireland. 00:29:41.200 --> 00:29:42.720 It's for the mountains and the hiking. 00:29:42.880 --> 00:29:43.920 Oh, it's so beautiful. 00:29:44.000 --> 00:29:44.960 Yeah, it's so beautiful. 00:29:45.119 --> 00:29:45.599 Totally agree. 00:29:45.759 --> 00:29:48.559 And I've done the Camino, so it's a massive part of my life. 00:29:48.799 --> 00:29:49.680 Yeah, I'm sure. 00:29:49.920 --> 00:29:51.279 Do you have a hidden talent? 00:29:51.599 --> 00:29:53.279 No, it's pretty hidden if I do. 00:29:53.440 --> 00:29:56.559 I tell you, I've come across some absolute crackers in the last year. 00:29:56.640 --> 00:30:00.480 I mean, someone who is an very, very experienced professional rock climber. 00:30:00.720 --> 00:30:01.039 Well. 00:30:01.279 --> 00:30:02.079 Yeah, there you are. 00:30:02.319 --> 00:30:03.279 Dogs or cats? 00:30:03.519 --> 00:30:04.160 Neither. 00:30:04.400 --> 00:30:05.680 No pets at all. 00:30:05.920 --> 00:30:06.240 No. 00:30:06.799 --> 00:30:11.200 The three people, either living or dead, who you would like to have to dinner and why? 00:30:11.519 --> 00:30:13.119 Possibly Michael or Larry. 00:30:13.440 --> 00:30:14.240 No, definitely. 00:30:14.559 --> 00:30:16.079 Bit of crack and a bit of banter. 00:30:16.400 --> 00:30:18.799 Ed Sheeran, I think, would be good fun as well. 00:30:19.279 --> 00:30:21.599 Crikey, I'm not sure how they'd get on. 00:30:22.079 --> 00:30:23.680 At least it'd be entertaining. 00:30:23.920 --> 00:30:24.640 Yeah, it would be. 00:30:24.720 --> 00:30:28.079 I'm not sure Ed Sharon's ever been on a Ryanair flight, but he might have done, I don't. 00:30:28.319 --> 00:30:34.799 And the third person, just to bring balance, would probably be Kate Hudson from Hatchley's Guy in 10 It. 00:30:35.200 --> 00:30:35.680 Oh yeah. 00:30:35.839 --> 00:30:36.480 She's great. 00:30:36.559 --> 00:30:37.759 I wonder how old she is now. 00:30:37.839 --> 00:30:39.920 I can't even imagine how old Kate Hudson is now. 00:30:40.240 --> 00:30:42.880 Probably I'm not gonna say I could insult the lady. 00:30:43.119 --> 00:30:44.799 Yeah, I think she'd probably be late forties now. 00:30:44.880 --> 00:30:45.599 Anyway, hey, hey. 00:30:45.680 --> 00:30:49.680 And if you weren't running Senon, what would you be doing instead? 00:30:50.000 --> 00:30:53.440 I would probably be working in a corporate job as a venue manager. 00:30:53.680 --> 00:30:55.440 But much more fun doing Senon. 00:30:55.680 --> 00:30:56.799 Oh, absolutely. 00:30:56.960 --> 00:30:57.359 Yes. 00:30:57.519 --> 00:30:59.440 I get to do interviews like this, David. 00:30:59.680 --> 00:31:01.839 Yeah, you wouldn't change it for the world, I suspect. 00:31:02.079 --> 00:31:03.279 No, definitely not. 00:31:03.519 --> 00:31:06.720 Patricia Lynch, thank you very much for being a guest on Event Matters. 00:31:06.799 --> 00:31:08.640 It's been lovely to see you and lovely to talk to you. 00:31:08.720 --> 00:31:09.519 Thank you very much indeed. 00:31:09.759 --> 00:31:11.279 Thank you very much, David.