When it comes to ensuring a business survives a blow that can rock its industry, diverse capabilities are key.
Jennifer D. Collins had been steadily growing the event-planning company she started in 1997 until the hospitality industry was hit hard by the 2001 terror attacks on the World Trade Center and Pentagon. People stopped traveling to hold meetings, so she had to tap into her communications expertise to also provide clients with meeting strategies to keep her business afloat, she said.
Some factors that affect business are beyond the owner’s control, Collins said. ‘‘It is always going to be a detriment to put your eggs in one basket,” she said.
The Laurel woman’s savvy helped The Event Planning Group, in Washington, D.C., survive a rough period and emerge into a more prosperous one.
Collins was recently recognized as one of the 2008 Enterprising Women of the Year by Enterprising Women magazine, in a category that honors women entrepreneurs whose businesses have up to $1 million in annual sales. She was among nine women across the country to win in this category.
‘‘The goal is to continue on past a million,” Collins said.
The award honors women who ‘‘demonstrate that they have fast-growth businesses, they mentor or actively support other women and girls involved in entrepreneurship, and they stand out as leaders in their communities,” according to the magazine’s Web site.
The Event Planning Group specializes in three niche areas: education, science and health. Its services range from selecting a location and recruiting speakers to promotion, webcasting and transportation.
Collins studied communications in college and worked for a few public relations agencies before launching her business. She had planned some events independently, including family reunions, and had organized functions during her career in public relations.
‘‘I enjoyed it and thought it might be something worthwhile to pursue,” she said.
Since college, Collins knew she would one day own a business, but wasn’t sure what kind.
She had some early entrepreneurial influence from her family, with grandparents who had owned a cleaning business and landscaping company, and an uncle who owned a florist and ground transportation business.
When Collins started out, most of her clients came through referrals from her public relations work, and in areas that have since become her niche market. She is open to work in different fields, but hasn’t navigated some of those areas yet, she said.
Most of Collins’ company’s growth has come over the past four years, she said. She was once the sole employee, but now has a staff of two and contracts additional support when needed.
With a background in communications, Collins markets her company as more than just a logistical partner, she said. ‘‘We can come in and help with strategy on how to do an event or meeting to contribute to the company’s strategic direction,” she said.
Collins focused more on those services during the post-2001 downturn, and also started teaching meeting and event-planning courses at Prince George’s and Howard County community colleges and American University. ‘‘That helped me to gain that exposure as well as diversify in terms of what the company can do,” she said.
She’s now developing coursework so her company can provide consultations for people who want to become event planners and those already in the field who want to hone their skills.
‘‘Networking is important. But where women are concerned, it’s important to connect,” said Dawn Jackson, president of Women Business Owners of Prince George’s County. By sharing experiences, successes and failures, ‘‘it’s how we help each other develop.
‘‘We want to see each other succeed. And being a part of that success is rewarding,” Jackson said.
In her free time, Collins said, she is ‘‘very active” with her church, and also tries to spend as much time as possible outdoors, either hiking or bike riding.
