I started my professional career
as a Mechanical Engineer.
My first business presentation for Daring Ideas Consulting Engagements was to the Event Planners Association Detroit chapter. I was a nervous wreck!
After a few minor stumbles, I had gotten through my presentation without any major snafus, rotten tomatoes, boos, or any of the other antics I had feared before taking the stage. I thought to myself, “Well, that was not so bad after all.”
After the presentation, I was introduced to Lotoya V. of V Agency Events. It was one of those chance meetings that you will remember forever. We talked for hours as if we had known each other for years. Everyone else in the room slowly faded away as we became enthralled in our conversation about hair, work/life balance, blogging as a business owner, small business software, chocolates, and wine. Latoya is one of those people that makes you feel comfortable and listened to, which is reflected in the success of her business.
We vowed to keep in touch with each other, and that’s exactly what we did.
A year later, I contacted Latoya and revealed to her my idea for DI Behind the Business. Ecstatic, she said, “Go for it!” For her support and motivation, I wanted to honor her in an interview with DI Behind the Business. She was kind and encouraging when I needed it most and her compassion is reflected in the values she has within her business, V Agency Events.
You ready?
Yes Ma’am!
Getting Her Start
How did you get started? What made you decide to go into event planning?
Well! I had been doing events since 1992 in college at Michigan State University where I was studying to become an engineer. So, I have always loved it. Through college I did event planning with student organizations and when I got out of college I did it with family and friends, because it was fun.
Then, as I continued in my engineering career, I was actually in a position where I would do a little bit of event planning, as well. In 2008 when I was laid off for the second time, I decided, you know what? I am not going to do engineering anymore, I am going to go full time with the event planning, because that is what I loved. And that is why I am doing what I am doing today. HERE I AM!
2008, that was the beginning of the recession. It really was not a good time to start a small business. It was the beginning of the recession and nobody was doing events at all.
It was not the best time, but I pushed forward anyway.
If it was the beginning of the recession and nobody was hiring event planners for events, how did you get your first client?
You know it so is funny to say that.
WORD OF MOUTH!
I just talked with people to let them know what I was doing and what I was going into and what I was looking for, and that is how I got my first client, and I still have them today.
Would you go to networking events, or were you just going out, talking to friends?
I did not know how to network. I came from an industry which was totally different from a networking standpoint. You actually networked within the company. You did not network outside of the company.
How would you describe your business? If you could give me three words to describe your business, what would those three words be?
I am not sure how I would describe it. That is a good question. Fun for sure, professional, and sophisticated.
Have you ever wanted to give up? If you have, how did you handle it?
I can honestly say NO! Only because I am the type of person to go with the flow, and what is for me, is for me. I do not try to force anything to happen, I do what I can and what is in my power and everything else I just leave to God. So, I do not even stress anymore. Not even when I do not get a project. Let the chips fall where they may!
Did you ever think about going back into corporate America?
NEVER!
Have you ever felt like your business was going to fail?
I never thought that my business would fail. I am OK with it growing organically, which is the way that I prefer. I did not want it to grow fast because you make a lot of mistakes.
I feel like when it grows at a slower pace you are able to make sound and fair decisions. You can take some risk that may not be successful, but you can learn from that and continue to move on. So, no, I never thought that it would fail. Am I making the type of money I made when I was an engineer? HELL NO!
So, for you, it is not about the money, it is about being happy and doing something that you love. I know a lot of people that are doing the work because of the money and are miserable.
Yep! I agree. Give your reader a sneak peek into your private conversation – nothing for the gossip rag, but show them HOW you connected.
I got laid off and I am 150% happy. I have not missed a beat in my life. I am enjoying every minute of it.
You mentioned that you wanted your business to grow organically, so how do you continue to grow and evolve? How do you stay relevant as an entrepreneur?
There are tons of event planning businesses out here. There are many event planning businesses that are coming out everyday.
Most of them are women and most of them gravitate towards weddings. Weddings are not our number one business that we do. Don’t get me wrong, we do weddings, but they are not our sole interest.
We stay relevant because of the type of work we do. Our number one piece of business is nonprofits.
What about the haters and the naysayers?
When I first started my company, all I heard was, what are you going to do? What about the money?
My motto has always been: money will come and money will go. Although you work in corporate, it does not mean that your money is guaranteed. I have been laid off twice.
I am still going to eat shrimp and I am still going to eat lobster. I can do what I want, when I want, even if I only made $5,000 a year.
What would you say has been one of your biggest mistakes as an entrepreneur?
One of the biggest mistakes, which is the first thing that people turn to when they are getting into a new industry, is starving to go out and network with industry organizations when you are, what I call, a newbie. The organization sells themselves as, “We will be able to help you do all these things.” Then when you become a part of these organizations and you joined them and become a part of them, you realize that the organizations are not what they said they were.
What would you classify as success?
I think when a person tries to do something risky and continues to follow through with it, I think that you have a little bit of personal success. No matter where your business is, no matter what phase you are in and you have at least one client and they become repeat clients, then your relationship continues from there.
What habits have helped you become successful?
Being consistent with the messaging of my company. I believe the way that you start out with a client is the way that you should end with a client. That would continue throughout the relationship.
I do an old fashion task list that I can do on the regular on paper. It keeps me focused. I also have a checklist for my clients – every one.
What would you say has been, or is, one of your greatest fears? How did you get over it and/or how do you manage it?
Not to be able to accept more projects because it was just the business and me. When you are working in it, you can’t go out and sell. Not to be able to find the right person that understands me and gets my philosophy. I am a very intense person. It is hard finding a good employee.
If I could I would ___________ with my business?
We would move into a new office space and we would have a huge open house to let people know who we are and that we are here.
Any advice for someone looking to become an entrepreneur?
Stay true to yourself and stay consistent.
Entrepreneurship is not for everybody. Let me clear. This lifestyle is not for everyone. This not for everybody and I am not saying that it is. I will let you be you and I am me. That is all. THIS LIFE IS NOT FOR EVERYBODY!
What do you look for in a client?
Well, it is a little bit of both the client and the project. What is the nonprofit organization is, what their services are, and whether or not we fit into that. Is it sponsorships and an annual party, or is it both?
I ask about the budget in the beginning. I want them to be up front when it comes to the budget. We want to make sure that their budget can compensate that. If I feel that it is not a good fit, I will make sure that I let them know that it is not a good fit.
V Agency Events has done events for many well-known events in the city of Detroit. Latoya’s persistence and dedication to being more than just your average event planner shows in each of her events.
Her belief that you are only as good as your last event is a testimony to her dedication and impeccable work ethic to give the best of herself each time and for every client.
Photo by: Mike Staff Productions
