June 12, 2013
Jess Jones, Soar Collective
At a Glance
Bio The path that led her to this point
My work experience in the hospitality and events industry spans 15 years, with over 9 years in management roles leading teams of up to 20 staff.
I'd been waiting for the 'right moment' to start my own event management and styling business - 2nd Avenue Events.
A couple of months into my pregnancy in the winter of 2012, I thought it was the perfect time to get the ball rolling.
Having a firm deadline to work towards, it allowed me to put my head down and start implementing all the plans that had been in my head during my many years in events.
I went on maternity leave and officially launched 2nd Avenue Events in February 2013.
In December 2013 I moved to the Mornington Peninsula and after months of networking with local businesses from my industry, I realised there was a gap in the market for the kind of experience I was looking for.
In May 2014, I saw the need to create a comfortable, open environment allowing the women attending to be brutally honest with each other as well as identifying collaborative opportunities.
I was sick of attending events where guests seemed to be competing for a prize for who was the busiest.
A friend and I discussed this in depth over coffee, and realised that there was something lacking in the women’s networking market.
We were frustrated at the current offer as it didn’t resonate with us.
Less than a week later, the first Soar Collective event was held in Mornington with 12 local business women attending.
Since launching both businesses, I've faced plenty of challenges but have also celebrated many achievements along the way.
A few months into Soar Collective, I was reading through my old notebooks and discovered I'd created the business I first dreamed of starting back in 2004.
I'm truly passionate about empowering and inspiring the community of businesswomen within the Soar Collective.
Q&A Insider advice & tips
What's been your greatest achievement to date?
Growing a supportive and close knit community of amazing business women. They're the reason I jump out of bed every morning. They're forever inspiring me and helping me grow to be a better person and businesswoman.
What's been your biggest challenge so far?
Definitely managing both businesses without feeling like one is being neglected when I'm focusing on the other. That and getting the Soar Collective name out there so people know it's 'not another networking group.'
Best lesson you've learned along the way?
No matter how many times you remind yourself, you must trust your own instincts. Little alarm bells have gone off along the way and yet I've not acknowledged them sometimes. It's so important to trust and believe in yourself, even with that voice of self doubt is louder than all of the other noise.
A website, book or resource that has helped you in your business or inspired you and why?
- The Small Business Big Marketing Podcast is awesome. I've learnt so much from it and have even made new business connections because of it.
- 'The Entourage' events.
- Currently reading 'Key Person of Influence' and 'The Secrets of my Success' by Janine Allis. Plus I'm working through Lisa Messenger's Playbook after reading Daring and Disruptive.
- Canva.com is amazing, so is Odesk.
Which person or brand do you most admire and why?
Richard Branson is a bit of a hero of mine. I've followed his story since my early 20s and inspire to make a positive mark on the world someday as constantly does. As an entrepreneur, he's remarkable. As a human being, he's like no other.
I also love Lisa Messenger of The Collective and Jack Delosa of The Entourage.
What advice would you give someone starting an independent business in your industry?
Remember your 'why.' This will always keep you on track. You need to be persistent and to quote Lisa Messenger 'have an unwavering belief in yourself and the rest will follow.'
Finish this sentence
Everything changed for me when…
Word of mouth became our biggest marketing tool.
Our growth has been due to women who have been to one of our events then telling their coworkers, friends or clients about us.
It's a wonderful way for us to measure our success and to know that we're on the right track when our attendees are happy and they spread the word.
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