When did you launch your agency and what were your reasons for going it alone?
Jammy Doughnut Events was launched in April 2014. Going it alone was a very scary prospect but I have always had an entrepreneurial flair in me. In my career as a sales and events executive, it wasn’t long before I saw the best way to organise myself, and then later on a team, to create the most effective work environment for both staff and clients.
My last role before I began Jammy Doughnut Events involved me being present in all areas of the business. It soon became apparent to me that I could do this myself and I wasn’t afraid to give it a go.
Which campaigns have been your favourites to work on this year and why?
Jammy Doughnut Events offers a free venue finding service to customers, and we also offer complete event management: it has been these projects that have been our favourites. Many of our clients are often launching a new product or aspect of business and enlist our help to create an event that represents their brand and culture.
We have enjoyed everything from an Irish wedding, to a rooftop app launch, to the three-day conference we are in the process of delivering now. One of my personal favourites was a University campus launch that we did. The event was on-campus in the students’ ‘hub’ and we arranged everything from the band, the pop-up bar, catering and entertainment. The university was moving from the West End to east London, so the theme was ‘Welcome to the East End’. We had a cockney meet-and-greet actor, street food and graffiti artist.
The feedback we received was fantastic. Adding the ‘Jammy centre’ and making these events extra special with unexpected twists and extras makes us smile and enjoy our work.
How successfully did your agency trade in the first year?
Like any start-up, there have been highs and lows. Overall I am very happy with the way it has panned out so far. I have made a lot of contacts over my career and this has proved to be a key ingredient to the success of Jammy so far.
What were the biggest challenges of the year?
Firstly it was all about venue-finding, networking and getting the website and social media elements perfected. This took a while and involved a lot of multi-tasking, getting tech savvy and understanding what’s really involved in running a business. There was so much more to do than I thought.
The biggest challenge was believing in my and the company’s abilities. One good thing leads to another and it has been about getting back up when you fall and pushing through the days of self-doubt. I have enjoyed the learning and the highs outweigh the lows by far. You have to really believe in what you are doing and trust that it will work. There is no point doing something half-hearted and with any doubt.
What have you got coming up in 2015?
It is looking like a great year for Jammy Doughnut, far better than forecasted. We have a very exciting, high-profile charity event coming up in June. As an individual I am very passionate about working with charities and this event has lots of exciting aspects to it, from the venue to the entertainment to the catering.
We have some great partnerships forming where we are acting as the events department within smaller companies so that will mean a steady calendar of monthly and quarterly events. Unexpectedly we have many conferences on the books for this year and we are looking forward to a very busy Christmas with events confirmed already.
Do you have any long term goals, targets and strategies for your agency?
Jammy Doughnut has had a great first year and has surpassed my expectations. I have reviewed our financial targets and we are looking for a great second year. I am also looking to expand significantly this year. There will be a focus on delivering more outside and production-based events as this is the area we enjoy the most, and a long-term goal is to host events abroad.
Relationships with our clients are the most important thing to Jammy Doughnut and myself, so our strategy is to make friends through business and build on our partnerships with other companies.
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