Archive for the 'entrepreneurship' Category

How to throw a cocktail event

Hola!

This is a long-ish post. But quite an informative/fun one if I may say so. Read Time:  7 mins approx.

——————-

Recently I organized a fun cocktail event on the last Wednesday of May. And it went off without any hiccups!!

It was a super fun evening and I  learned a LOT about setting up events.

Now I typically love to throw fun events for friends. Roaring Twenties/Magician party, Ugly Xmas Sweater Party, Reading party in a Park, my Birthday party ha ha ; )

Okay seriously though, I wanted a challenge this time.

Could it be possible to throw a fun event and get paid for it!?!?  I didn’t think so until I saw a blog post emailed to me from AppSumo.com Chief Noah Kagan.

He showed step-by-step how he did craft cocktail hour event in Austin, Texas. The premise was you get 1 free drink + learn how to make a craft cocktail from a bad ass mixologist + hang out  in cool atmosphere with friends.

His approach? Create a basic budget first, then validate with 3 paying customers then organize everything else later.

I decided I HAD to do it as well.I would love to attend a craft cocktail event myself and this could be a chance to do it with friends.  This could be a lot of fun. He always mentions TAKE ACTION. And sure he’s got a bigger network than me… but why not try anyways?

So after weeks of hesitating  – making excuse after excuse, over thinking, would the timing be right?  I finally did it. I got over my Fear of Failure. You’ve got to TAKE ACTION.

I want to elaborate on this point. Despite doing sales for my family business I still had some sorta of hesitation selling to friends for the first time. I’ve never thrown a paid event before – that is most probably why. This was something new.  Whenever you’re doing something different, you get these feelings of self-sabotage resistance. This doesn’t feel good. But I said to myself –  screw it, let’s do it anyways. Plus I had a feeling  this would be something my friends would love as well. I’ll give more details later on this post. So keep reading….

Basic Budget

I made a basic budge to make sure costs/revenues were sound. I didn’t think too much about this. I actually just made a wild guess that a fancy cocktail would be 10-15 dollars in Calgary, thankfully I was right.

budget

 

 

 

 

 

 

 

 

Validate Your Idea.

Noah always mentions to validate your idea before spending any money. So I did.

I decided to go after 3 paying customers like he stresses. WHY?  To see if this craft cocktail idea even resonated in my social circle.  So I casually asked 3 friends and 2 paid me in cash face to face, while third sent me on money on Event Brite to get the momentum going. Hallelujah. We have lift off! I was excited.

This was 3 weeks before the planned Wednesday night event.

I chose Wednesday night, as it’s typically slow day at the bars and they’d love to see paying customers come through there door.

My Goal was to sell first then organize/book the place. Backwards. 

After I made those 3 initial sales, here’s what I did to get more sales.

1. Created a Facebook event. One friend shared this with Fb friends. That was cool. But no tickets resulted through that.

_Craft__Cocktail_Hour FB EVENT

2. I also made an Eventbrite event which I encourage my friends who bought to refer to, just like Noah did. This would make it easy for anyone to buy a ticket.

_Craft__Cocktail_Hour_at_Raw_bar_Tickets__Calgary_-_Eventbrite

3. Texting and Phone Calls. This was the most EFFECTIVE mode for selling tickets. I pretty much sold 80% of tickets this way. I created a bundle deal as well, that if you bought 3, you get One free. Two friends took advantage of that.

4. I also posted on Twitter and Google Plus, that didn’t do much. Didn’t do anything.

5. I talked to some friends of a friend on a Friday night at a bar and told them about this. They were super interested and actually got two tickets! Woo.

After doing all of this I eventually sold 24 tickets. This is way before I organized/booked any venue.

Getting Stuck

I should mention the first few days I began texting people I  still only had 6 sales.

My one friend mentioned “you should honestly cancel this event.” Thanks for the words of encouragement. I almost did.

Another good friend mentioned people aren’t coming because it’s “weird to buy tickets before an event”.

O RLY? How do concerts happen? He said people aren’t used to buying tickets from me.  Ok perhaps. Fair point. But wouldn’t you rather buy from a friend than some stranger throwing a similar event?

I went for a sushi dinner with another friend the next Monday. At this point I had about 12 sales so I was confident this would go well, but still short of my goal of 25. So I was stressing. This was taking so much time – texting, calling people, overthinking everything etc.  He encouraged me to keep pushing!! I needed that talk.

Some people said Yes to me, but didn’t buy.  This was frustrating, because I was also dealing with friends. I didn’t wanna be too pushy. It’s a delicate balance. It’s a gentle push he reminded me. You want to remind them, but also not force them. Some were genuinely not interested or busy  – fine.  Either way I came to the conclusion that throwing your first event is hard work.

One week before the event my sold tickets were 18. I was breathing better. It was at this stage I decided to phone some venues to partner with.

Luckily that Wednesday date was open at Raw Bar. They seemed excited that 20 plus paying people were coming to there bar on a typically slow Wednesday. I was more relaxed at this point.

Here’s a breakdown of my thinking/model for this business:

My validation technique: Pre-Sales. If I didn’t sell tickets to at least 10 people to this event – i’d have cancelled it and refunded everyone.

Fulfilled my interest: I had never been to a craft cocktail event myself and really wanted to. So this wasn’t just some random event just to make money.

Work backwards: People told me they would pay money for attending this sorta event.

Keep thing simple: I tried facbook, twitter, google plus, email. But what worked best was texting and phone calls when making sales.

Scarcity: Only sell 25 tickets. That was it. I’d have been very happy with just 10 people actually, but I pushed myself to get 20 to make it more of a party. Luckily I got 24 sold tickets.

Here’s some pics.. plus more notes afterwards.

photo 3 (14)

OH Yeah made my first craft cocktail!

photo 1 (23)

jon enjoying his Pimms Cup

k_shox_on_Instagram

DELICIOUS!

photo 5 (9) photo 4 (15) photo 4 (16) photo 1 (22)

 

Some Issues/Feedback from customers:

I marketed this event as “Craft Cocktail Hour.”

The word Craft in Calgary usually means this big bar called Craft. So many people thought the event was taking place at Craft!! This was sorta hilarious.

This told me that headlines are so important.

Another issue was I didn’t tell anyone initially where the event would happen. Some peeps wanted some more details about location. Well I simply said it’s most likely be at Local 510,  Raw Bar or Commonwealth –  another popular place in my circles. This may have caused some people to think this event wasn’t legit.

Other people who couldn’t make it asked me to organize other cool events later in the summer. That gave me some ideas for new events they would love to attend. That was super helpful.

Other Concerns? Could I Deliver:

I was concerned with people getting enough value for 25 dollars. One Drink + plus fancy cocktail class + cool atmosphere with friends. This was what I was selling. But will I be able to deliver? UNCERTAINTY!

Thankfully, Raw Bar is well known in the city for not only making the best craft cocktails, but also they organized it for me beautifully.  They had a super long table a little bit aways from the bar. Everyone had ingredients/utensil to share. The mixologist guided everyone in style.

People were LOVING IT.  I don’t think anyone had been to an event like this before.  Afterwards everyone was handed a card with the recipe on how they can make one themselves. Nice touch.

More importantly? EVERYONE HAD FUN!

Other lessons from this?

You can read about it, but until you do it yourselves you get the real lessons. Plus it was fun! It was eustress. Stress that’s good for you.

I felt pretty accomplished afterwards. I was happy everyone had fun.  I didn’t force anyone to come, yet they did. That was a cool feeling.

I might hold other cool events over the summer, we shall see.

Cheers to Noah Kagan for the inspiration. You can check out his insanely cool marketing blog at okdork.com

laterz,

Nishant

Time to get a shawarma.

go to your customers

Today, ladies and gentleman,  I’m doing a post on my friends honey business : Wild Rose Honey, which produces honey just outside of Calgary. You can check out  the website by clicking here.

Anyways, this is a simple example of hustling.

Several months ago,  there was a documentary screening at a local independent movie theater. It was about the disturbing trend of decreasing bee populations that is occurring worldwide. Somehow my friend got word of this documentary (he’s a bee keeper) and decided to have a little fun.

Now, there are all sorts of concerns about how decreasing bee populations affect the environment. But what really interested me was that my business savvy bee keeper and his friends decided to create a booth outside the cinema hall and sell honey right after the film was over!

So smart.  Why??

Everyone attending was already interested in honey, thus this led to many sales. Easy peasy japanesey. I did something similar  during university days, I made and sold protein smoothies right outside of the gym entrance.

Lesson: Go where your market is located.

Who are they, where are they located? They are already interested in products related to this, so you have permission to sell them. Not to mention in this particular case – there is a willingness to assist local honey producers after seeing the plight of the bee populations. I should add they got some funny looks from other honey farmers attending…  probably jealous that they didn’t take advantage of this opportunity!

Textbook knowledge can’t compare with real world experience.

PS: if you’re thinking “oh what about a business license to do this or getting permission for this”.. relax. As the old saying goes – easier to ask for forgiveness than permission.  Work around these issues, the police aren’t going to chase after you.

trial-and-error

You may have seen the films Slumdog Millionaire and City of God. If you haven’t, you need to get a life.  These movies resonate with me. Why?  because these kids are the real deal.

The reality is these kids are hustling, testing what works, what doesn’t and getting so good that they know exactly what works. You have to see them in action.  Ten year olds here in Canada ain’t got nothing on them.

I recently came across this video while browsing Ramit’s site ( all about personal finance  – seriously you must spend a solid day going through it).

First of all – I wish I could learn to speak more than 2 languages. Secondly,  how the hell  did he learn this?

Now I’ve mentioned before there is beauty in good enough. Yes that works in the short term, creates momentum when you’re getting started. But in the long term, you have to keep getting better, practicing what isn’t so normal.  If this little kid continues at this pace, he might be fluent in 7-8 languages by the time he’s an adult. I don’t know…

Author Malcolm Gladwell says it takes 10,000 hours in that famous book of his that everyone enjoys mentioning to me at dinner parties – Outliers.  I personally feel shorter, just always taking it one step further.

The other things is, what I’ve always thought, but really starting to realize is most of what we know comes from tinkering, doing things. The process of trial and error. For example the internet wasn’t made for its use is now, it was a military application. The list goes on for many other technologies.

And why aren’t these imaginative kids, making less than 5-10 dollars a day, not profiled in business magazines!?!

create your own t-shirt shop

I’ve been talking about t-shirts quite a bit, so I’ve decided to make some of my own!

I did some research and came across a few sites that allow you to do this for free – spreadshirt.com and cafepress.ca.  You can design your own shirts and they will take care of the shipping, invoicing etc.  All you have to do is come with a design and a description.  They give you a bit of commission when something gets sold. What a beautiful concept.

Now I just did this just to scratch my own itch. I’ve always wanted to try online, and so this allowed me to get the psychological barrier out of the mind.  Objective wasn’t to make profit in this case, but just do it. Learn the process behind it. I can improve it and make better designs later.

You can check out my shirt site by clicking here.  It’s called Lost In Time Shirts. It’s based on some of my favourite books & bands.

t-shirt site

t shirt site