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Behind the scenes of my Rise Above Summit

Today’s episode of the podcast is a solo episode where I am giving you an honest account of what it was like to run my first ever Virtual Summit.

In the episode I share with you the good, the bad, and the ugly lessons that I learned, and what I will do differently next time!

 

KEY TAKEAWAYS COVERED IN THE PODCAST

  1. My experience of previous summits and what I did differently
  2. What I spent money on and what I did to ensure I covered costs
  3. The statistics on my registration numbers and how many people turned up

If you enjoyed this episode then please feel free to go and share it on your social media or head over to iTunes and give me a review, I would be so very grateful.

 

LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE

Connect with Teresa on Instagram, LinkedIn or Facebook

 

Transcript

Today, I am taking you behind the scenes of my first ever summit. I'm going to be sharing with you what worked, what didn't, what went absolutely wrong that we didn't plan for, and I don't think could have planned for. I'm also going to be sharing with you my registration rates, my turn up rate, and what it did for my business. I learned so many valuable lessons in this process. And I'm sharing them all with you today.

Hello, and welcome to this week's episode of your dream business podcast. How are you doing this week? I hope you are good. So this week I have decided to share with you all the stuff about my summit, basically the good, the bad, the ugly, the things that went wrong that we did not expect, and whether I'll do it again and what I would do differently.

And whether you're looking at doing a summit or not, I think this is going to be a really interesting look behind the scenes of running something like this at this level. And some of the lessons I learned with the summit actually are going to help me in lots of other areas of my business. And actually something that kind of come up during the summit is now inspiring me to make some changes in the rest of my business.

So I've written some notes. And I'm kind of hopefully going to go through them in order. As you know, if you listen to this podcast regularly, I don't script it. That's just the way I like to do it. I like to be very off the cuff. I like to have an idea of what I'm going to say to you, but I like it to be a conversation.

I like to imagine that you've just said to me, Oh, how did the summit go? And I'm about to tell you how the summit went. So it is very relaxed. It's the style of the podcast. If you're new, welcome. So lovely to have you here. If you are new and you don't subscribe, then I would love it if you took a minute to subscribe to the podcast.

That would be amazing. Okay, let's get cracking. So why did I even do a summit in the first place? Now, this had been on my radar for a really long time. I have been a guest on many summits over the years, and at the moment I seem to be getting a flurry of them. And my experience of them was mixed, but I would say more to the not brilliant end.

And I've spoke openly before now about Fifi Mason and her summit and how that was the best one I'd ever done. She really kind of seemed to get it in her head what she wanted and how to manage it. And it was marketed really well. And it was It was just brilliant, and she was great, it was really well organised, and I loved doing it, but like I said, on the whole, I had had lots of experiences and summits that weren't brilliant.

Even though it'd been on my radar for a while, I just thought, I don't want to do a summit. It seems like a lot of work, if I'm honest, and it was. It's a lot of work and I don't know that it'd be that brilliant. And I am going to be honest and say, I think there was an element of, not imposter syndrome, there was an element of fear.

What if people said no? What if I asked speakers to come onto the summit? Because doing a podcast is different, and I've had some obviously phenomenal names on this podcast, but summits are different. And like I said, I think lots of speakers maybe have the impression that most of them are a bit rubbish.

So, and I say that very fleetingly, they're not rubbish, obviously. So, I decided that I was going to take a bit of a punt and make a decision to do a summit based on one thing only. I attended, what's like this, I attended the Guru Summit, which basically is a summit for email marketing. And I was interested to see what they were talking about, signed up for it.

And it was a really, really good summit. I was only an attendee, but they used a really good system. They did more than just your average kind of interview thing. And they had thousands of people like register for the event. So I was like, That's how you do a summit. And at the event, they had Martha Stewart's keynoting nuts and Amy Portfield, and I, and they were the reasons I signed up.

I wanted to see both of them speak. And so I thought to myself, I'm going to do a summit. I've got to do a summit that has a really good keynote. And as you know, I'm very fortunate that Amy and I are friends. However, one of the things that you probably need to know is that. I don't ask Amy anything from a business point of view.

We don't talk about business. We only ever do social stuff. And we only really ever do that when I'm over in the States, obviously she doesn't travel here to the UK and we, you know, have a really lovely time and I love spending time with her and she's awesome. And obviously I massively admire her from a business point of view, but we tend to keep those really separate.

So we don't talk about business. I don't ask anything of her, you know, so I thought to myself, I'm going to do it. I'm going to ask Amy. And I spoke to my husband and he was like, just ask her, you know, basically use my language back to me. What's the worst that she can say? So I said to the universe, you know, I love a bit of woo.

I said to the universe, okay, I'm going to ask Amy to speak at the summit. And if Amy says yes, I'm doing a summit. If Amy says no, I'm not doing a summit. It's not meant to be. So send her a DM. And I have a text. I have her phone number, but I thought I won't text because that's really personal. I'll send her a DM on Instagram and.

I'll do it that way. So I sent her a DM saying, is there any chance you would do a summit? If so, you know, what would you charge? And all that sort of conversation. Anyway, she didn't see it. And I went to, I was actually doing one of my in person events and I was sat with Becci McEvoy who edits, not edits, who does the show notes podcast and helps me with social media.

And I'm sat with my husband and they were like, have you heard back? And I said, no, she's not seen it. And Paul said to text her. My husband and I don't want to text it. That's really personal. Like I feel like that felt to me as if I was stepping a boundary or overstepping a boundary. And Becci said to me, what would you tell us to do?

Because she's in my executive club. And I said, I'd tell you to text her. And she's like, there you go. So I decided to text her and I sent her a really casual text and said, Amy, I'm not sure if you saw, I sent you a message over on Insta, you know, if you want me to send it again, let me know. And within like 10 minutes, she replied on Insta going, Oh my God, I'm so sorry.

I've just seen this and yes, a hundred percent. I'll speak at your summit. And we talked a bit about how that might look and what it would be. And that was it. Summit was born. So my objective was to add people to my list. That was my main objective. The reason people do summits is because it's a really good way to get new people onto your email list.

Credibility. I wanted people to see me at the level I am. And by pulling in someone like Amy, by putting on an amazing summit, then people would realize my level of credibility. And from a financial point of view, I wanted to break even. I knew I was going to invest a lot into making the summit really good.

And I'll talk about what I invested in a bit. I wanted to break even. That was my objective. If I made money, brilliant, but that wasn't the objective to make money. Now, a couple of things that I went into thinking is On an average summit, and I say average because obviously I've done lots of them, what normally happens is they get between 15, 20, 25 speakers who pre record interviews.

Now, from a speaker point of view, this is awesome. Like, I love nothing more than someone saying, can I interview you? Because I don't have to prep. I don't have to think about what I'm going to say because I do, Kind of do things on the fly anyway. And I know my subject I'm good at what I do. So I have no concerns about someone saying to me, can I interview about this? And I know I'll be able to speak.

And then, and the interviews can last anywhere between 20 and 30 minutes. And then they tend to do the summit over a number of days. It's not live. The videos are released at certain days. Sometimes they have a Facebook group. Sometimes they don't. And I just thought, I don't want to do a summit like that.

Like if I'm going to do a summit, like everything I do, I want it to be the best flipping thing you've ever seen. And there's nothing wrong with doing summits the way that people do them. There are a million reasons why they're great. And believe me, some of the things I did, it would have been much easier to do the summit that way.

And there are some amazing people that teach how to do something this way. One of them being Krista Miller, who is going to be on the podcast very soon because she had a big part of the, to play in this summit. But yeah, so it's not, there's anything wrong with summits that way. I just didn't want to do mine that way.

So my summit was a two day live event. So everything was sent live as in some sessions were live, some were prerecorded. The only reason I had prerecorded sessions was because I wanted particular speakers and they weren't free on the two days that I had booked. I ended up having 38 speakers, which was insane.

And I decided that I didn't just want interviews. In fact, I didn't really want interviews at all other than the keynotes. And I was more than happy. And I wanted to interview them. I wanted different types of sessions. Not only did I want workshop style, that's easy to say, sessions and practical sessions and keynote sessions and Q and A's.

I also wanted some slightly different sessions. So we had yoga on one day, we had meditation, we had tapping. I just wanted, we had like a 10 minute marketing thing. I wanted something a bit different. So like I said, I'd not only had different types of sessions, but I also had different tracks. So when I say tracks, what I mean by that is imagine you're going to an in person conference and it goes, okay, at 10 o'clock in room one, we have this person in room two, we have this person in room three we have this person.

I wanted the online version of that. So at different points, we would have three speakers on at once. So, and like I said, there was an element of prerecorded and recorded, but the sessions were streamed live and you could only attend live. There was a VIP upgrade option, which is very typical for summits.

And this is one of the ways that I knew I'd helped to cover my costs. And In most summits make money and the idea was you would get all the recordings if you signed up for the VIP. So let me explain a bit of the planning. So I decided that, like I said, this wasn't going to be your average summit. It would have been super, super easy.

And like I said, there's nothing wrong with this. This is my own annoying, Want for perfection and amazingness. Like, I could have created a Kajabi landing page that released a video every day and used the systems I had currently got in place, which would have cost me no extra. However, because I wanted to create an online conference.

I wanted it to be more than, than an average summit. And I'm keep getting saying there's nothing wrong with average summit. This is just me. I decided that I was going to have a look at systems that could manage this level of live event and have the option to have tracks because that was really important to have different rooms online.

So I ended up using and paying for a system called Hopin, which is by Ring Central, and I will touch on them some more in a bit, but that was a big investment. That was thousands to have that system. So, That was me really stepping out of my comfort zone and going, okay, if I'm going to do this, I'm going to do it really well.

And it's going to end up costing me money, but that is going to inspire, drive me forward to try and make money on this summit. I also hired a producer. So I worked with the amazing Lorna Reeves, who you heard in fact, last week. And Lorna helped me manage the event as we talked about last week. That again was a big decision for me to bring someone on at her level.

And again, take it that seriously that I'm having a producer to help me run this event. I had a brand new brand created, a new name, a new website, new logo, new everything. And I worked with Katie from Geek Boutique and Sooz Frear to do copywriting. So I had both of them work with me and they sponsored the event to create all of this new stuff.

And it was stunning. Like, and that was the other thing. Sometimes. Now, design is very, you know, like, what's the word? Subjective. But I have felt that sometimes the design of some of these summits I've done have not been that attractive. Like, they've not been that beautiful. So when it's come to me promoting them, I won't put them on my feed because it doesn't go with everything else.

Like, you know, and I now that sounds ridiculous. Very like high maintenance of me. But how things look are really important to me. So therefore I needed to make sure it was exactly the same. And the other thing that I did that was, I guess a cost was I decided to give away loads of swag. So I bought hoodies, t-shirts, I bought branded seeds.

'cause I love gardening, so why wouldn't I? I had full focus as a sponsor who gave me a load of their stuff. I had a Pellicraft as another sponsor who created the lovely pens that I'm currently writing with right now. So I wanted again, I wanted to bring another element to the summit from a I want to be able to send stuff out for people.

I want them be able to get excited about stuff. So like I said, I tried to bring in a few different things, but also I massively increased the cost of this summit that you wouldn't have to do. If I did a summit again and I decided that I didn't want to do it in the same format, I could do everything with the systems I currently use with ease.

If I wanted to do a more traditional summit in terms of, and really, I guess calling it a summit is, is the wrong thing because summits are very much seen as a pre recorded thing and as a, over a number of days rather than this really was an online conference. So like I said, I ended up spending out quite a bit of money in terms of, oh, the other thing that I spent money out on his ads.

And I'll talk about the marketing in a bit in terms of what we did. So what was good, bad and the ugly? Okay. So some of the things that were brilliant was one, I got to work with Krista Miller who Was brilliant. And I joined her accelerator program and her and I will talk about that in a few weeks when I interview her and it was phenomenal and just helped me no end.

So that was amazing. But again, her and I will talk about that soon. Bringing in those two big keynotes were such a good move. So, and the reason I'm kind of giving this, these kind of Good, bad, and uglies is really if you're going to do anything like this, then it's just some, hopefully some kind of things that will help your life a bit easier, or will tell you what worked really well or not worked really well.

So, the keynotes, they, the other thing, another way that a summit works, sorry, just backtrack a sec, is the reason you get other people on your list, new people on your list is because the idea of a summit is that everyone promotes, all the speakers promote. So one of the things I decided to do Like I've literally had someone ask me to apply for a summit this morning and it says in the application, you must send two solo emails to your list between this day and this day and one newsletter email to your list.

Well, first off, I don't send newsletter emails. Second off, I'm not sending two emails to my list and I'll only send one if I think it's a good fit for my list. And I didn't want to be that prescriptive with my speakers because I hate it. I hate someone telling me I've got to do this stuff. And, and the other thing that I hated from previous summits is they never marketed particularly hard.

And it was like, no, hang on a minute. If you want us to bust our gut and market this event for you, you've got to be doing 10 times more than what we're doing. So for me, they were really key. So the first thing was I didn't ask the speakers to, I asked them nicely if they would, I never insisted that they emailed their lists.

I, I basically said to them, I won't insist, but I want to put on an event so amazing There's no way you won't want to shout it from the rooftops. That was my objective. And I feel like that was a really good move on my part because no one felt pressurized. They all wanted to do it. And lots of them did do it.

And I'll talk to you in a bit about the signups. So, but having those keynotes, was key for them wanting to promote it. Because what I did was when I reached out, I laugh as I say this, but when I reached out and I'm really fortunate, I know a lot of people in this space, in the online space. And, and hopefully I have a really good reputation in this space and I have lots of friends.

So I was able to personally reach out to lots of people that I knew. And I started the email with, or the subject line was, would you like to be on a summit with Amy Porterfield? And obviously, Pretty much 99 percent of people went, yes, please. How do I sign up? So me going to the effort of getting Amy and then also getting Michael, because I had Michael Hyatt as my other keynote, was a game changer in terms of not only attracting people to the summit, but actually getting other speakers to sign up.

Because once you've got a big name like that. People are going to sign up when you're able to say, I've got this person. People are going to say, okay, cool. It must be credible. And that's what I hope when people ask me on a summit is that other people will go, oh, right, cool. She's doing it. Must be credible.

So that was the first thing that was really good. The second thing that was really good was, We designed, we, Katie designed an amazing looking brand. And one of the images I wanted her to create, because when you do a summit, you give out assets to the speakers. So basically a load of images that they can use.

And one of the images that I said I wanted her to create was based on what do I want? If I'm a speaker, what would I want? And what I wanted as a speaker was to be shown next to those keynotes. So one of the images that we created was a picture where it had Amy on, Michael on, me on, it's my event, and then a space and we then added the other person.

So if it was, Adrian Salisbury, we added Adrian at the bottom of it, and then that was given to Adrian. So he could actually send out an image or put an image on his socials that showed him next to Amy, Michael and me. And that, they loved it. Like that was the image that most of them shared because they wanted to be featured and as did I next to those amazing speakers.

So that was brilliant. The other thing I did, which again is really typical for a summit is I offered them affiliates Money. So, and this was fascinating and I'll get to that in a bit. There's so much to tell you. I feel like this is going to go on for ages. I'm so sorry. I'm already at like nearly 19 minutes.

So, but hopefully this is already useful. The affiliate was the other reason why people would share it. So I, gave them, I think it was 40 percent of the ticket price. So obviously they would get nothing if someone just signed up for the free ticket and it was free to attend. But if someone signed up for the VIP, they got 40 percent of the VIP price.

So that again is another reason why they would want to promote it. And I also opened up that affiliate stuff to my members. So anybody who's in my immediate world, they were able to have an affiliate link and promote it and make money on it. Another thing that I think was really cool is that it was live.

So it really felt like an event. It felt like a really, everyone was coming together on the same days, like being involved, being part of something. It really felt like an event rather than just sending out emails and going, here's a speaker, he's live. Another thing that was awesome was having Lorna I couldn't have done it without her.

And when I get to some things that went wrong, you'll see why she was so valuable, but she was brilliant. And I'm glad I invested in that. The other thing that was awesome. And again, I think it helped massively was having that quality brand and working with someone who does this and a quality website and beautiful looking images.

Again, I wanted to set my stall out really early on in terms of this is going to be good. And it was amazing, you know, and that helped attract the speakers, the, the audience, the everything. It also helped attract the sponsors, which was another really good thing. So I had a number of sponsors. I had Adobe express, full focus, and I got to remember these off the top of my head.

Summit in a box, which is Krista Miller's business. I had Geek Boutique, which was Katie, Sooz Frear. I told you I'm not going to remember these. I had Alito, the podcast host. and Pellicraft and one more which has now jumped out my head and I'm going to remember it any minute. It'll come back to me. So having those sponsors was really, really good because they were able to give me some money, which meant that at the point we started to promote it, I had already covered a big chunk of the costs.

Now I hadn't covered all the costs, but I'd covered a big chunk. And therefore the pressure to make money was not as hard as you know, or to cover those costs was not as full on. So that was really good. But again, I think the size of the event, the speakers I had, the, my ambitious numbers were definitely something that helped me get the sponsors.

Let me just talk numbers to you. So when I first started this summit, I wanted to get a thousand people registered. Now, if you've ever done a webinar or a live masterclass, you will know that your registration number to your live attendee number differs greatly. If you were to do, if you had a really good turn up rate, you would be looking at 40, maybe 50%.

It dropped massively once COVID hit because everyone was doing everything online, although it kind of increased for a bit and then dropped because people were tired of online. So. Anything between 30 and 40 is kind of typical. So I was thinking I want a thousand registrants, and then I would imagine, you know, three, 400 attendees.

That was what I imagined in my head. Then as I started putting the summit together, I massively jumped up my goal. So I actually set my goal as 2, 500 registrants and I ended up getting just under 2, 000 registrants. So I'm really glad I upped my goal. Because it really did make me push that bit harder.

And a thousand of those registrants came from the speakers. So obviously I was able to track their affiliate links and see how many people signed up through them and a thousand people signed up through the speakers. So that was really good and interesting to know. And I think the reason it was almost half and half was because I worked really hard on the marketing from my point of view as well.

So I will, I shall talk about that now. So. This is one of the things, like I said, that I think some of the other events that I've been involved in, some of the other summits don't do so well, is they really push on the speakers to promote and they don't promote it. So one of the things I said straight away to the speakers was, this is what I am doing to promote this event.

And I did all my social media, as you know, was aimed at it. All my emails for like two, three weeks were just aimed at getting you to come to the summit. We ran ads, I spent. thousands on ads. We, what else I do, my podcast, I obviously talked about on the podcast. I did podcast advert during the, for the weeks running up to it.

I went live on Instagram many times in the few weeks running up to it with the various different speakers. We basically talked about it everywhere. So there was nowhere on anything that you'd have seen. I had a pop up on my website everywhere, wherever I could talk about it. We had. We talked about the summit and like I said, I wanted to show them I was working really hard to get this billed.

And I think that was one of the reasons why I bought in half of that amount. Interestingly enough, though, there was a huge, obviously there was a chunk that came straight off my email list, but. I think this is one of the interesting things in terms of where my business has developed over the years. And although I've always done marketing and I've always done business, my target audience has tweaked over the years.

And there are a chunk of people that obviously that isn't the right fit for them because the summit was aimed at people who were growing an online business, which I probably should have told you about at the beginning. I also did send out a quick feedback form to those people on my list who didn't sign up to try and find out why.

And there were people who said, just don't like summits. I wasn't available for those days. I don't think I'm ready for it. There was various different answers as to why they didn't turn up and why they didn't sign up. So that was interesting. Okay. I was about to tell you what my percentage turn up rate was, but I want to get to some of the things first.

So what didn't go so well? My planning and communication could have been so much better. Now I put myself under a massive amount of pressure. When I first approached Krista Miller to talk about the summit and to work with her on it. She said to me, minimum, absolute minimum, three months, ideally four. And I was already, well, I had about two and a half months to go at that point.

So in an ideal world, and next time I will give myself more time. And I said to her, I can work fast. And I did. And I remember Lorna saying to me that there's this thing called Parkinson's law, which I didn't hear. I've never heard about it previous to this of you will take the time it takes for you to do it. As in, if you give yourself three weeks to do something, you'll take three weeks.

If you give yourself three days, you'll take three days. So I do get that, but I do think I should have had a bit longer, not just for me, but also for the communication to the speakers and giving them enough time to get stuff ready and get it, get it in. And yeah, I just, more time would have been good because my planning and communication could have been better.

They were, they were still good, but they could have been much, much better. And interestingly, now I'm being part of other people's summits. I'm starting to really pay attention to being on the receiving end to it. And I should have sent more emails to the speakers. I should have been keeping them updated.

I should have had a file with all of that. Like when I fill in a speaker form for somewhere, And they don't send me a copy. I forget what I've put on it because I fill in that many. I forget what, what did I say? What did I say I was going to talk about? What freebie did I say I was going to give? So there was just lots on that front I could have done.

I didn't niche enough. Now this was, I was kind of warned about this in the early days from Summit in a Box and from the team with Summit in a Box. They said, It should be a bit more niche and I had, I didn't go more niche and I will next time. And again, this now has helped me look at my business going forward.

And actually maybe I need to niche more generally in my business. Not just for the summit, but it wasn't niche enough. When summits do really, really well, they are so niche. And during, because I was in the accelerator group, there were lots of other business owners running summits and the nicher they were, the more they got like.

There was a gardening summit, which I signed up to, by the way, because obviously, why wouldn't I? But it was for zone nine. Now, if you don't know anything about gardening, you won't know what the hell I'm talking about, but basically everywhere in the world has a zone and it's a gardening zone. And I'm in zone seven where I live and zone, this woman's in California and that's zone nine.

And basically the higher number, the more daylight hours, the hotter it is, the longer it is warm, because obviously as a gardener, you need to watch frost. I'm sorry, I've gone down a rabbit hole, but anyway, just explain. So hers was not only about gardening and growing veg, quite niche, but it was specifically for nine, the zone nine.

And she got like, I'm not going to share details because obviously it was private, but she got a really, really big registration rate. So the more niche the better. Okay. Let's talk turn up rate. So one of the things No, I'm going to leave this because this is on the ugly. Okay. Okay. Sorry. I told you I've got my list.

I'm trying to stick to it. It was super interesting. And I'm going to call it interesting and not say it's bad to see what clicks what registrations and what purchases the speakers bought in. Some people who I expected to have a really good, big quality list. had much lower numbers than I was thinking.

Like the click numbers would lower the, that really surprised me. And whether that was down to them sharing or not sharing or the quality list, some of them I could tell, some of them I couldn't. And then some people who I didn't think would have particularly quality leads or a big audience did brilliantly.

So that was super, super interesting. The other bad thing is I had to write a million emails. And yes, I exaggerate. It wasn't a million, but it felt like a million. I have never written so many emails in all of my life. I had a Google doc that went on for, some obscene amount of pages, like 50 pages or something, as I was adding all these emails.

And not only was I adding all these emails, but I was then having to split them out to the people who bought a VIP, the people who hadn't bought a VIP, the people who had signed up to do the scholarship, the people who hadn't signed up to do the scholarship, the people who we're going to watch the replay.

It was just, it was a ton of emails. So that was hard work. The other thing that didn't go so well was I, I went to, one of the things about Summit is that you do a launch at the end of the Summit. And I was literally a week before my Summit. And I went into the accelerator group and said, Right, I need to think about what I'm going to launch.

And they were like, what? You should have done this forever ago. Like this should have been right at the beginning with the planning. And I had missed so many opportunities. And as a result, the, the post summit launch of my program, again, I take everything as that's interesting. I never go, Oh, that was terrible.

But it was just super interesting to see what What the little I did, what effect that had and what could have happened if I did it differently and just things like I should have done the masterclass to do with the sale of my group coaching program in the summit and I didn't, I did it afterwards and I only invited certain people and I should have invited everybody.

So there was so much to learn from that generally. As you can hear, because I've been talking for ages, this was such a fascinating process to go through because there was so much to learn. The other thing that wasn't so good, but, but came from something good was I should have created a community around it.

Now I had a really lovely community on the day and people were in the chat and it was really busy and it was lovely. But that only started on the point we started the event and it stopped at the point we stopped. I would like to think of a way in the future if I'm to do the live element again, either we bring people into the platform beforehand and we do a networking thing beforehand or we keep it open afterwards.

I just think there is a way I should have created more of a community over a longer period other than just the two days of the event. Okay. The ugly. So something went really wrong. Now, one of the amazing benefits of working with Lorna is that she, her job is to like preempt everything that goes wrong.

And we did mention this on her episode. So if you have heard it, then you probably know what's coming, but basically we didn't preempt this. The one thing I wasn't concerned about was anything going wrong on the platform because I'd spent thousands. And the platform is designed to do the thing it's designed to do.

Lorna knew how to use the platform. I didn't, or it was new to me, but she was really good, knew how to use it. I thought when I, we listed all the things that could go wrong, speakers not turning up, slides not working, internet going down. I mean, that was the one that was the most scariest that I was petrified the internet would go down.

One thing we didn't, plan for was what if the system has a meltdown moment and doesn't let people into the summit and that's what happened. And day one was so stressful. And the other thing you got to remember is I am on camera every 30 minutes and more than that in some cases, but at the, the biggest gap I got is 30 minutes, not even 30 minutes.

So for me, I I'm seeing, so what happens is we start the summit. And obviously I've sent a ton of emails, and I've sent the links in the emails, and I've done all that thing. I get an email through going, I can't get in. And someone messages me, so Becci, who's managing my social for those days, because I'm normally in my DMs, she doesn't do that bit.

She messages me going, someone sent a message saying they can't get in. And I'm like, what? Is it in their spam? And basically they had to, You had, you'd registered with me, obviously, and I sent you the link. But when you got to the system, you had to register with Hopin, and then Hopin would send you a link and go, here's your password or here's your magic link or whatever.

And then you would use that to go in. And then when you, if you'd already registered once, you'd go in and go, Oh, I forgot my password. That was the thing you couldn't, I think it wasn't even a case of like, you put the password again, it just said, resend me a password. And it wasn't sending it. And We started to get all these emails and obviously I am trying to be on camera and I can see stupidly I've got my emails open and they are like dropping in, dropping in, dropping in, and I am starting to freak out.

So I send Lorna a message because we have another way of, we've had a WhatsApp and I'm sending a message going, I'm getting emails saying people can't get in. So I decided to send a really quick email saying, If you can't get in or if you're having trouble, which I didn't want to admit to the problem, but I also want, I do, but I didn't, you know, it's a real tricky one.

Anyway, so I sent this email saying, if you have trouble getting in, please let us know and we'll get you in. In the meantime, Lorna is working in the background desperately. Thank God she was there. Desperately working in the background, realised that there was a way that she could send links directly to individuals.

So what was happening when someone emailed us, we sent an individual link for them to get in personally. Also there was, when you pay for these systems, you pay for an amount of people to go on the system. And my concern was, what if I go over that amount on the event? Because like I said, your turn up rates and your registration rate are very different.

And they said to me, It'll be absolutely fine. We will just keep letting people in. It's that, it's never going to stop letting people in for you. And I was like, okay, great. And then we sought out the finance stuff afterwards. Cause obviously the more you have, the more you have to pay. So I had paid for having 500 people in at any one point.

The other thing you have to remember live event, people are going to come and go. So you will have a peak number and my peak number could be 500. which I thought I'm pushing it a bit there. Anyway, Lorna was on the chat to Hopin saying, you know, what's going on? And they were like, well, you've got something set at a hundred.

We're like, no, we haven't. We're five hundred. And for some reason there was like a setting inside Hopin that had set it at a hundred. So once a hundred people had registered and tried to get in, it stopped anybody else. Anyway, We changed that immediately, still wouldn't let people in. So to try and cut a really long story short, because time is cracking on, I'm pretty conscious I'm telling you the very long story of this.

But basically what happened was there was a glitch there end and people weren't getting those emails being sent to them saying, here are the details to get in. And we were having to manually add everybody. So at the point I sent an email, I got a flood of email back going, I can't get in. I can't get in.

And I am sending them to Lorna, like the minute I see them in my inbox. Also, I've got Johanne who works on my team, who is also putting together the spreadsheet for Lorna and adding it all. She then downloads everybody from Kajabi that's registered and we manually add them to Hopin. I say manually, you don't, you can upload a CSV.

So it pings them their own link. And we did all of this. And by the second day, We were pretty sorted. However, this had a massive impact and I'll tell you the conversations I've had with Hopin, but this had a massive impact on my event, right? Because some people would have tried to get in. They wouldn't know me.

They have no knowledge of me and my credibility or anything. They would have signed up for the event, tried to get in, couldn't get in and thought, I'll stuff it. A chunk of people would have done that. We wouldn't have even known they'd tried to get in. Then you'd have had a load of people who tried to get in and couldn't, and then emailed us.

And we emailed everyone back that we'd had an email from, and it was hundreds, FYI. And as you can imagine, I am freaking out on the first day. So we did that. But again, how many of them would have then tried again? It was just, One thing that we did not foresee, and understandably we should not have foreseen, but basically this had a huge impact on my turn up numbers, obviously.

So now I'm happy to share with you my, what my rate was. However, I don't know if that's a true reflection of an event like this. Obviously I'm hoping it should be more than this if there wasn't a problem and it would absolutely be more than this. But basically my turn up percentage was about 30%.

Now, the other thing you've got to remember for an event like this is that isn't 30 percent constantly, that is 30 percent over the two days. So During the two days, people came and went. But overall, 30 percent of the registrants joined the event at some point. And I think the average length of time that someone stayed was like three or four hours.

So it was a really good average length of time. But I don't know now, which is very disappointing, whether that's what's to be expected or whether that's because of what happened. And obviously what happened must have had a big impact. And I definitely know there are people that I've spoken to who said, I didn't attend any of it because I couldn't get on.

And then I couldn't be bothered, which from my point of view is devastating, but there was nothing we could have done. And also Just to kind of clear hop in a little bit here, I've had conversations with them. They have been very, very amenable with the conversations. I'm currently talking to them about some kind of compensation from my point of view, which they are very open to that conversation, which is awesome.

And I might use them again because once you were in, it was great. And I really did like the system, but something went wrong and there were lots of, and they're learning from those reasons and, and they have been great in dealing with the issues once the event was finished, because obviously all we can do in the event is go on the chat.

And they were really responsive on the chat as well, but they couldn't see what the problem was. And from their point of view, their system said they were sending the emails, but it evidently was not sending the emails. Anyway. So that obviously was a real bummer to say the least. I mean, I couldn't think of a more eloquent word for it.

I was, I was devastated about that. However, It's done. Like I am overall super happy with the summit. I made some money on it. Not millions by any stretch of imagination, more like thousands, a couple of thousands, but I didn't lose money. I made money, which wasn't the objective. I built my list, which was great for the people who were able to get in and see us in action and see the speakers and the lineup and the, and me presenting in my sessions, then my credibility was definitely put where it should be.

And I am going to do another summit without doubt. And I have learned so much on this one, which I will change. And that's what I want you to take in. There is not one part of me that is beat myself up about anything to do with this summit. Not one part.

Everything has been, yeah, disappointing at points. Like, no, that's a shame. I would have really loved, like I asked a couple of other really big speakers and one of them I had a quote back from and I nearly vomited and I just replied going, I'd like to say it's a little bit out of my budget, but.

It would be a lie because that is massively out of my budget. But yeah, like there were parts that I was a little bit disappointed at, but only like, well, that's a shame. Otherwise, I thought everything was awesome. The feedback has been amazing for the people who attended the VIP session stuff was amazing.

I've been watching the replays. They're unbelievable. I had the best testimonial from Amy ever, which I will at some point share on my social. So please keep an eye out for that. And. And it was an amazing experiment and one that I can improve on and make even better next time. So I hope if you are thinking about doing a summit or something like this, I've not put you off.

Like I said, in a few weeks time, Krista Miller is coming on the podcast. So we will be talking a bit more about this and sharing some stuff that she's got coming up, but it was awesome. And I loved it. It was a lot of hard work. I worked my backside off. April has been about reviewing everything. It's about deciding what I want to do from a content point of view, from a brand point of view, from a niching point of view.

It's really given me a lot to think about, but it was amazing. So hopefully this has been a much longer episode than I was expecting. So I'm sorry that I've talked for so long, but I really hope it was a of some benefit. And I really hope you enjoyed my honest appraisal of something that was really interesting for my business and has made a big difference.

So I really hope you enjoyed it. If you did, please do come and give me some feedback. Let me know if you've done a review or haven't done a review, sorry, on Apple or Spotify. I would love it if you would do that. I will be back next week with another interview. I will see you then.