Network for Growth

It's who you know...

IT'S WHO YOU KNOW

Derby Daily Telegraph

09:30 - 05 April 2005

It is who you know that counts. I live my life by that adage, admits Joanne Smalley. "You need to be good at what you do as well - but unless you get out there and tell people about it, you won't get their business.

"And meeting new people should be exciting, networking events can be a lot of fun."

Joanne is the new network co-ordinator for the Creative Industries Network, or CIN, and she is a strong advocate of networking.

This kind of business technique seems to have people in two opposing camps. It's a bit like Marmite, you either love it, or hate it. Meeting new people, expanding your horizons and making new business contacts can seem the most natural thing in the world.

However, entering a room full of strangers and talking about yourself and your product can have some people reaching straight for a glass of the hard stuff.

The whole networking ethos seems to favour those who have the ability to talk freely. And it could be your worse nightmare to get pinned down by someone like this at a social event, unable to break free and move on.

However, the reality of networking differs from group to group. And Joanne is quick to point out that CIN targets people from specific industries.

"CIN is a network run by creatives for creatives," she says. "It's informal and friendly. We want to encourage the whole creative industry to thrive. It's already the fastest growing sector in the UK. People need to realise we are creating a vast support network in Derby to help them further their business objectives."

But what exactly does Joanne mean by creative?

"We get all sorts of people from architects to musicians, audio technicians, web designers - the list really is endless," Joanne acknowledges.

"We have put artists in touch with gallery owners at our events. It is a broad spectrum.

"CIN operates as a not-for-profit organisation and is funded by the private sector. There are no hidden agendas - we aspire to be an advocacy for the creative industries as a whole. And all meetings are open and free for everyone."

One of the main problems when running networking events is that of organisation. What kind of events will people attend and in what format? Joanne agrees that CIN tends to shy away from the more formalised structures.

"We don't really do breakfast meetings or anything of that nature," she says.

"We hold one social event a month and there is generally a speaker or a debate for about 45 minutes, and then people are left to chat."

CIN has been running for nearly three years and Joanne's appointment in January marks a major step forward for the organisation. Her remit includes trying to put together people for their mutual benefit.

"I hope to give CIN a face," continues Joanne. "We operate mainly by word of mouth - just under the radar if you like. I'm going to be a focal point for all the members when they need something dealing with."

CIN has loftier aims as well. By June it is hoped a new online facility for members will be up and running. This will allow people to submit their portfolios online and freelancers will be able to lodge their details.

Dawn Lockett, one of the founders and now a board member of CIN, explains.

"CIN operates in a broader context than basic networking groups. We hope the freelancer's database will appeal to creative people from outside Derby as well.

"And it's much more than finding new business contacts. It enables us all to share best practice, share ideas, stimulate debate or get advice on problems from people who have more experience in the industry."

Dawn's company, Katapult Ltd is one of the sponsors of CIN, and she feels this helps the group focus its efforts. "Everything we do needs to affect and help business start and grow."

One of the more novel ideas CIN adopted recently was an adaptation of speed dating.

"Yes we had speed networking," laughs Joanne. "Where everyone kept moving round after a few minutes. Anything that breaks the ice and gets people talking has to be worth a try."

Anyone wanting to contact Joanne or find out more about how CIN operates can do so via their website www.creative-cin.co.uk

Another person who strongly believes in the power of networking is Ian Gott, managing director of Network For Growth Ltd.

Ian set up his company two years ago after being frustrated by other networking groups.

"I went to events where it was either full of small companies or there was just a melee of people." admits Ian. "There was no organisation."

Ian's networking company focuses on people with industrial, manufacturing and engineering backgrounds.

"The number of spaces we give out to solicitors and accountants are strictly limited," he adds mischievously.

"These people are important to have at networking events, but the whole meeting can be swamped by them."

Network For Growth runs regular breakfast meetings on the second Tuesday of each month at The Stuart Hotel on London Road.

"We make sure there are about 30 people present." Ian says. "And everyone gets breakfast and is then given a 60 second slot to introduce themselves and their company.

"We sometimes have a small presentation and then that's the end of the formal part. We're all up and out of there by 9a.m."

But can these events get a little stale. If the same people attend each time couldn't it be a bit of a closed shop?

"About 50 per cent are regulars," says Ian. "But we make sure that around 20 per cent are new people. All networks need a little bit of new blood - so new people coming through is what it's all about.

"I remember reading a study where it said the average business person knows 50 people. So when you attend one of our breakfast meetings you are effectively reaching out to more than 1,000 contacts."

However, Ian is quick not to dismiss the support structure his network builds up for its regulars.

"Most of the business is done by the regulars," he adds. "It's all about building relationships. You have to trust the person before you give them referrals."

The price of these breakfast meetings is £15+VAT which includes breakfast. More information can be obtained from www.networkforgrowth.co.uk

Another networking group is First Tuesday, which was set up by Peter Smith, head of commercial and legal services at The Smith Partnership. And they meet, as the name suggests, on the first Tuesday of every month.

Like the previous groups, First Tuesday, was set up for a specific reason. In this case to help professional people to network. Peter explains the group is there for solicitors, accountants, bankers, financial advisors and the like.

"We have achieved everything we wanted from the forum and more," says Peter.

"It's not an exclusive club, but new attendees should be introduced by existing members.

"We have lunchtime meetings at The Haus in the city centre. The venue and time slot work well for the people who attend, as most of us are based in the centre of Derby and are able to spare the time in our lunch breaks."

Peter realises that in the current business climate a lot of people struggle to find the time to attend early meetings or meet after working hours.

"Work can be stressful. So we try and ensure the meetings are held at appropriate times." he adds.

The group first met in November 2003 and although Peter wondered if attendance might wane after the initial burst of enthusiasm, this fear has proved unfounded. The meetings regularly attract between 30 and 50 people.

The group are even planning their first evening social event for later this year.

"We are intending to run a wine-tasting for the members,." Peter explains. "If it's a success we'll look at doing it again, but our focus has always been the lunchtime meetings and that will remain the same.

"We provide a more adult environment for our members to do business. There is no formal structure and so people can then make of it what they want."

Judging from these groups it seems the best way forward is not to join just any networking group, but find one that operates within your field of expertise. Finding like-minded people, in similar situations to yourself appears to yield the best results.

One thing is for sure, you can have the best product, built to the best specifications, and still not succeed - just because people don't know you are there.

So don't be shy, take a deep breath and go and sell yourself. And if you're still not convinced it's really you - just think of it as a necessary evil.

Factfile So what are the best ways of networking and what do people get out of it?

Joanne Smalley says the rules are quite simple. "First of all, be prepared to talk - don't go there and just sit in a corner waiting to be approached. Be open to it, smile and be friendly.

And follow-up the meeting - that's vital. If you say you're going to ring, then make sure you do."

Peter Smith feels his members operate in one of two ways. "Some see it as meeting some friends down the pub, but I feel those that get the best results approach it in a more systematic way.

"To extract most value I would say it's important to set out your goals and have a clear idea of what it is you want to communicate."

Malcom Holden, managing director of Six Sigma, is a regular at the breakfast meetings organised by Network For Growth. He feels the quality of people he meets at these meetings make networking easier.

"I would say for every 10 people I meet, one turns out to be extremely useful to me," says Malcolm. "I quite regularly meet someone very important.

"I have attended lots of different groups, but this is one of the best, because the people who turn up meet my business requirements exactly."

Anthony Noel, senior designer at Katapult Ltd, and another founder member of CIN, likes meeting people who operate within a similar industry, but who you wouldn't normally expect to meet.

"I love the opportunity to talk about creative stuff with like-minded people," Anthony says. "At the last meeting I met a couple of film producers, which was great fun."

Joanne feels the best networking events basically give people what they want. "Our members tell us the way they like the meetings operated, so if we stick to that format, we can't go far wrong.

"As long as people come and get involved then they'll get something out of it."