Alexandra Felce spotted a gap in the events market for people aged over 50. She explains the story behind her company, Who London.
What was your motivation to start your own business?
I saw how much was missing in the world of social events, which would bring great benefit to the modern 50+ person looking for fun, good value and pre-planned events across London. Plus, having learned several skills from various roles and degrees I wanted to utilise them all on a regular basis. I started with jobs in shop sales and then newspaper sales advertising, followed by Corporate and Trust Fundraising for two charities. I also did a BA Degree in Sociology, a Counselling and Psychotherapy Certificate and then a Master's Degree in Social Research Methods. All this meant I felt confident in applying a range of skills so useful for starting and progressing my own business, Who London.
What’s your most effective sales and marketing tip?
I’ve come from a sales and fundraising background but I’ve learnt a huge amount of best marketing practices in the last year. The tip that is simple but too often forgotten is to really show people that your team take the time to listen to customers and clients, putting customer service at the forefront of your business. It will make you stand out as you're showing your customers and potential customers how important they are to you, just as they should be!
Which business tools could you not live without?
My phone for sure as I can speak to new event providers regularly to arrange events, and my laptop to upload new events to wholondon.co.uk and deal with paperwork. In terms of the people who help me develop Who London, it has to be the fabulous Marketing Vision Consultancy, Bubble Dot Design and Nurdit.
What has been your biggest business success to date?
We’ve built up a really good relationship with the local social network streetlife.com and secured them as a guest speaker to our Tea & Talk event. We had a great response for the event on Streetlife with the thread attracting over 150 posts in total! It was fantastic to get to know more Londoners and share Who London with them.
What are your ambitions for the next five years?
We’ll be working hard to increase our membership year on year as well as the amount of monthly events we offer. We aim to be the market leader in social events for anyone 50+. We want the Who London brand to always be in people’s minds when thinking about their leisure time.
How does being a member of Enterprise Nation help you grow as a business?
Enterprise Nation membership has that great, warm community feeling. I have been able to go to enlightening business events at a reduced fee as a member. Not only are they a great way to see business strategy from several perspectives, but you can meet so many different entrepreneurs. Also, as an events company director it never hurts to learn how other events are run!
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