Meet the right people
"That market research had a second purpose, because we are also looking to open a second office in Australia, using the Commonwealth Games as the catalyst. For example, in Brisbane I also asked people from water companies how drinking water and waste water are processed at events in Australia. It turns out that it is often organised using small tanks behind toilet units, which means that tankers have to drive to and fro across the festival ground all day, getting in the way of the public. We don’t do it like that – we lay a complete network from the get-go. Another important result was that I spoke to people from the Dutch embassy at the fair, and when I went back to Melbourne for the contract negotiations I also got to speak to the Dutch consul. The consul helped me find a good lawyer and a good auditor to get our Australian branch off the ground. That’s really useful too, of course.
You can raise your profile in the events world without actually having a stand at a trade fair, so we don’t do that very often. That said, it can add a lot of value as part of a process – in those few days you can meet just the right people your project needs. It’s worked out really well for me, anyway!"