The Business of Meetings

Eric Rozenberg
  • 4.9 (18)
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If you are an independent business owner in the meeting and event space, this podcast is for you! Your host, Eric Rozenberg has created this show to bring you strategies, tips, and tactics to help your business grow. With more than 20 years in the event industry and planning events for Fortune 100 companies, Eric is prepared to let you in on the insider tactics so you can be successful too!

  1. 2D AGO

    310: Build It to Sell It — Even if You Never Will with Eric Rozenberg

    Today, we're talking about ways to structure your business to be sold, even if you're not actively thinking of selling. In this episode, Eric breaks down the five critical elements you need to consider to make a business sellable. Stay tuned for five game-changing elements that will help you build a valuable and scalable business that runs successfully, with or without you. Can It Be Sold? If your business cannot be sold, you don't own a business — you own a job. The real test is simple: what happens if you disappear for 90 days? A true business will survive your absence. That standard forces you to build something transferable, stable, and valuable. Predictable Revenue Creates Stability You need clear visibility into where your future income will come from. Contracted recurring revenue is the gold standard, and repeat clients follow closely behind that. Revenue predictability allows you to plan investments, manage your cash flow, and reduce risk. Diverse Client Base Avoid over-relying on any single client. Overreliance on a single client erodes a business's value and increases its vulnerability. It's best to diversify your client base so that no single client accounts for more than 20% of your profit. Documenting Processes Document everything. If your systems are not documented, the company has little transferable value. A sales playbook defines your positioning, messaging, objections, and communication style. Standard operating procedures outline your service delivery. Onboarding systems create consistency for clients and vendors. Financial dashboards track KPIs, leading indicators, and lagging indicators. Strong Leadership A business that depends entirely on you is fragile, whereas a business supported by capable people is resilient. Delegation increases your business's scalability and protects you from burnout. If no one else can run your sales, operations, or administration, you become a bottleneck. Strong leadership involves building a team that can take on the business's responsibilities.  Clean Financials Buyers look for clarity, transparency, and realistic compensation structures. Messy books reduce confidence and valuation. Always separate your personal expenses from your professional expenses. Maintain a clean profit and loss for the last three years, at least. Understand your margins per project. Create cash flow plans for every confirmed project and consolidate them into a company-wide forecast. Strategic Positioning Know your niche. Be clear on how you differentiate yourself. A "me too" business competes on price, and a strategically positioned business competes on value. Brand equity, specialization, and a clear point of difference will increase your profitability and make your business more attractive to buyers. Freedom The less the business depends on you, the more valuable it becomes, and the more leverage you gain to shape your future. A sellable business gives you the freedom to focus on what you do best. It reduces stress, allowing you to work on the business instead of constantly working in it. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter

    15 min

  2. FEB 10

    309: Leaning In when You Don't Have the Map: Lucy Giovando Watts on Entrepreneurship & Serendipity

    We are absolutely thrilled to welcome the remarkable Lucy Giovando Watts, Vice President of Sales and Marketing at Streamlinevents, as today's guest. Stay tuned as Lucy shares her journey, offers insights from her work at Streamlinevents, and tells us why serendipity often matters more than we realize. Streamlinevents Streamlinevents is a full-service corporate event agency in Emeryville, California, with over 24 years of industry experience. The team partners with corporate clients on sales kickoffs, incentive programs, user conferences, and complex meetings. The company is powered by the best-of-the-best event managers, technologists, creatives, and sourcing experts who thrive in an industry defined by constant motion. Lucy's Journey Lucy began her career in politics, working for a member of Congress and supporting political events, where she discovered her passion for live experiences. She then joined the tech sector in Silicon Valley, rising from event manager to Global Events Director, where she produced worldwide events. After that, she founded her own boutique event management company, which she ran for over 13 years, and later co-founded an event technology startup. Lucy briefly worked in association management before joining Streamline Events as Vice President of Sales and Marketing. Entrepreneurship and Getting Comfortable With Discomfort Building businesses taught Lucy that growth occurs outside of our comfort zones. For her, launching a startup meant daily exposure to sales, pitching, demos, and investors, along with the risk of failure. Over time, discomfort became normal, and fear was no longer a signal to stop. Instead, it became proof of forward motion. The Power of Saying Yes Lucy's decision to attend a reception she considered missing set off a chain reaction that led to pitch competitions, partnerships, press coverage, integrations, and ultimately an acquisition offer for her startup. That experience reinforced the value of openness and action, even when confidence lags behind opportunity, proving that even small yeses can unlock outcomes no amount of planning could ever predict. Serendipity Openness to chance encounters, conversations, and unplanned moments can play a role in one's career and in a company's growth. Serendipity does not replace preparation, but it rewards those who show up, engage, and are willing to act before they feel fully ready. Imposter Syndrome Lucy highlights how the perfectionistic mindset and people-pleasing culture in the hospitality industry can amplify imposter syndrome, particularly for women. Experience taught her that waiting to feel "ready enough" can become a barrier. Momentum comes from acting before you're certain and recognizing that doubt does not disqualify your capability. Creativity  Lucy reframed her identity by finding areas of creativity in problem-solving, strategy, leadership, and idea synthesis. Creativity blossoms when people allow time for mental space, pull inspiration from unexpected sources, and disconnect from constant digital noise. Human Connection in an AI-Driven World Technology and AI can enhance efficiency, but they cannot replace in-person connection. Conferences, incentives, and live events fulfill a fundamental human need for belonging, trust, and spontaneous interaction. As digital tools expand, the value of face-to-face experiences continues to strengthen rather than diminish. Leadership, Safety Nets, and Being Bold Strong leadership creates safety nets that empower teams to take risks. When people know their leaders have their backs, they are more willing to experiment, speak up, and innovate. At Streamline Events, leaders encourage bold thinking, creative exploration, and professional visibility through speaking, writing, and idea-sharing, while modeling that same courage themselves. Bio: Lucy Giovando Watts Lucy Giovando Watts is Vice President of Sales & Marketing at Streamlinevents, a woman-and minority-owned events agency delivering innovative, sustainable, and inclusive events worldwide. With over 20 years of experience leading global teams, managing event companies, and founding her own event tech startup, Lucy brings deep expertise in strategy, operations, and financial management. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Lucy Giovando Watts On LinkedIn Streamlinevents Email Lucy: Lucy.gw@streamlinevents.com

    40 min

  3. FEB 3

    308: "I win, Google me!" - What Business Owners Should Learn from Coach Cignetti

    Two years ago, the Hoosiers of Indiana University were losing every game. Then, in January this year, something remarkable happened - they became the 2025–26 College Football Playoff National Champions! Eric has been inspired by this incredible transformation, guided by Coach Cignetti's leadership. What stood out for him was the total absence of hype, excuses, or a victim mentality. Instead, Coach Cignetti relies on three pillars: standards, preparation, and accountability—the very principles that drive success for any business owner, and yet, they are often the things we neglect. So, inspired by the Hoosiers' journey, Eric shares five ideas today- not to challenge you, but to inspire you and get you thinking. The Anti-Excuse Philosophy Winners don't explain—they execute. Slow markets, price-sensitive clients, societal shifts, and global events will always exist and cannot be controlled. What you can control is how you react to them. When finding excuses becomes a habit, the excuse itself starts to function as the business model. So, instead, focus on moving forward, facing reality, and finding new opportunities. Standards Are Not Aspirations Standards are practical, not theoretical. They are evident in the business's day-to-day operations. They define what "good" means, how fast you respond, what quality looks like, which clients you accept, and how disciplined you are financially. Values only matter if they are lived and enforced. So, if you're tolerating average behavior, you are actively training your business to lose.  Preparation Beats Motivation Preparation matters more than motivation. High performers rely on repetition, fundamentals, and systems rather than waiting for inspiration. Reviewing the basics, using checklists, and showing up consistently will reduce stress and improve your ability to react when the unexpected happens. Readiness comes from preparation, not from waiting for perfect conditions. Confidence is built through daily repetition, not excitement. Culture Is What You Allow A business's culture is defined by what you allow, who you promote, and the behavior you either allow or ignore. Allowing toxic behavior, even once, sets a standard. Culture is also reflected in boundaries, pricing, calendars, and the willingness to say no. If a business feels chaotic, it is because chaos is being allowed and rewarded. The Scoreboard Never Lies Results tell the truth. Your revenue and margins matter, but so does your energy, health, client quality, and sanity. Being busy is not the same as winning. The market does not reward effort. It rewards outcomes. So, if the scoreboard says you're losing, it is time to change how you're playing the game.   Bio: Eric Rozenberg Eric Rozenberg is a business coach and the founder of Event Business Formula, the only platform exclusively designed to help business owners in the meetings and events industry grow and scale sustainably. He has guided thousands of entrepreneurs to improve operations, gain clarity, and achieve lasting results.  Before launching his coaching business, Eric spent over 20 years producing award-winning events—sales meetings, incentive trips, and conferences—for Fortune 500 companies in more than 50 countries.  He hosts The Business of Meetings, the industry's first and largest podcast focused on business ownership, featuring over 250 episodes with top leaders and experts.  Eric made history as the first European to serve as Chairman of the International Board of MPI (Meetings Professionals International).  He is also the author of two books: Meeting at C-Level, endorsed by 20 influential industry leaders, and Before It's Too Late, a powerful memoir about grit, family, and his journey to America.  Eric lives in South Florida and enjoys pickleball, tennis, and Krav Maga. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter

    14 min

  4. JAN 27

    307: If You're Feeling Stuck, You're Not Alone - But Here's What Actually Works with Eric Rozenberg

    Today, we're exploring the resilience entrepreneurs need to navigate the uncertainty we're all experiencing right now. In this episode, Eric explains that navigating uncertainty requires resilience, which is strengthened by taking action, embracing continuous learning, and serving others. He shares personal stories to illustrate that every business or career inevitably faces doubt, setbacks, and challenges. Tune in to discover how you can keep moving forward, even when everything feels unpredictable. Starting a Business Requires Action, Not Certainty When launching a business, there are no guarantees. Belief matters, but execution matters more. Progress comes from putting your head down, working consistently, and surrounding yourself with people who are honest, supportive, and willing to challenge you rather than flatter you. Complacency Growth stops the moment complacency begins. Staying slightly uncomfortable keeps you alert, curious, and engaged. Continuous effort and self-reflection are essential for staying sharp and avoiding stagnation. Crisis Exposes Character Coming close to losing everything during a significant event because of someone else's dishonesty was a hard lesson for Eric. What saved the situation wasn't luck or wishful thinking, but taking responsibility, being honest with his clients, and moving fast. Problem-Solving No major project ever goes exactly as planned. The ability to respond, adapt, and find solutions is not an exception in this industry. It is the job. Those who enjoy action under pressure are the ones who last. Economic Crises During downturns, survival depends on protecting top talent, staying visible, and actively maintaining relationships. Retreating increases risk. Engagement builds resilience even when timelines and recovery remain uncertain. Adaptation Is a Strategic Skill Every crisis requires assessing the environment, forming hypotheses, taking action, and adjusting along the way. Waiting for perfect information only prolongs uncertainty. Decisions create clarity. Learning Growth requires deliberate, consistent learning. Times like COVID revealed how little time most professionals dedicate to learning. Skill development, deep thinking, and education matter more than passive exposure to occasional industry content. Focus on What You Can Control We cannot control geopolitics, tariffs, and global instability. Action, learning, and contribution can. Progress comes from directing your energy toward improvement, simplification, and making a meaningful impact rather than speculation. Technology as a Tool for Growth, Not Fear AI and automation create uncertainty, but also opportunity. The goal is not to resist change, but to allow technology to simplify your processes, operate more effectively, and serve people better. The Three Anchors in Uncertainty Taking action, learning continuously, and helping others will create stability even when the world remains unpredictable. Those habits don't remove uncertainty, but they will make it more manageable. A Growth Mindset Changes Everything A growth mindset turns challenges into fuel rather than barriers. Stress, change, and disruption always bring opportunities for those willing to adapt and stay curious. Connect with Eric Rozenberg On LinkedIn Facebook Instagram On Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter

    11 min

  5. JAN 20

    306: Bootstrapping, Breakthroughs, and Belief: Launching a Business in the Meetings & Events Industry with Andrew Coelho

    We are delighted to welcome another incredible entrepreneur from our industry today. Andrew Coehlo, co-founder of Monte & Coe, joins us to share the fantastic story of his journey into corporate gifting. Stay tuned to hear about Andrew's entrepreneurial journey, his experiences, and the insight he has to share.   Andrew's Journey into Entrepreneurship After beginning his career in corporate finance, Andrew realized the environment did not suit his creative nature. Bureaucracy, resistance to change, and working in isolation drained his energy. And then, a confidence issue with an unattractive gym bag sparked the idea that eventually became Monty & Coe. With his wife's support and inspired by entrepreneurs around him, Andrew left the corporate world at 30 to focus on his business. High-quality Corporate Products The brand began with the singular purpose of creating products that make people feel confident and proud. Early designs were rough, but the intent was genuine. They committed to excellent craftsmanship, using only high-quality, authentic, natural, and sustainable materials.  Crowdfunding In 2015, the company launched a crowdfunding campaign, raising $80,000 while Andrew was still employed. The campaign validated both the product and people's willingness to buy premium goods online. It also taught their team how to market, sell, and distribute directly to customers. Shifting to Corporate Gifting Corporate interest emerged organically as companies began requesting gifts for executives and teams. Although he was initially hesitant, Andrew recognized how impersonal, generic, and disconnected from effort or achievement most corporate gifting felt. So his brand pivoted toward elevating corporate gifting into something meaningful and memorable. Turning Gifting Into an Experience The business evolved from selling products to selling experiences, focusing on personalization, choice, and emotional impact. They made gifting less about logos and more about how recipients felt, aligning perfectly with the brand's original mission of confidence and appreciation. Taking the Leap Andrew eventually left his corporate job. His decision was not impulsive as it was backed by savings, planning, and lifestyle adjustments.  Entrepreneurship                                                                                        Entrepreneurship brought constant pressure for Andrew, even during the company's strongest years. Cash flow scares, late payments, and the responsibility of supporting a growing team created intense stress. His role as a founder became more about solving new problems every single day. Why Cash Flow and Margins Matter More Than Revenue Revenue alone does not sustain a business. Cash flow determines whether you survive, and margins determine how sustainably you can grow. Examining businesses across various industries, Andrew saw that smaller, higher-margin companies often outperform larger, volume-driven ones. Adopting systems like Profit First brought structure and discipline to his money management. Community and Long-Term Perspective The events and incentives industry proved far more supportive and relationship-driven than Andrew expected. Rather than being cutthroat, people were open, generous, and willing to collaborate. The company's long-term success was built on a foundation of trust, consistent service, and a commitment to delivering quality rather than chasing quick wins. Bio: Andrew Coelho is the co-founder of Monte & Coe, a luxury accessories brand redefining what corporate gifting can be. After years in the corporate world receiving forgettable, logo-first gifts, Andrew began questioning why gifting at scale felt so impersonal, wasteful, and disconnected from the people it was meant to recognize. What started as a side hustle became a full-time pursuit after Andrew famously resigned from his corporate role on his honeymoon in Tokyo. Since then, he has focused on applying direct-to-consumer standards, craftsmanship, and intentional design to an industry that often prioritizes convenience and budget over meaning. Andrew believes that gifting is not about products, but about moments, memories, and respect. His work challenges leaders to rethink how appreciation shows up in their organizations, shifting gifting from a transactional expense to a strategic signal of values. Through Monte & Coe, Andrew helps companies move beyond generic swag and toward gifting experiences that people actually keep, use, and remember. His perspective sits at the intersection of brand, leadership, and human connection, making him a sought-after voice on modern workplace culture, thoughtful design, and the hidden impact of well-executed small decisions. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Andrew Coehlo On LinkedIn Monte & Coe Corporate Gifting

    38 min

  6. JAN 13

    305: When You Board the International Plane, Always Turn Left! with Eli Facenda

    Today, we're thrilled to welcome Eli Facenda, founder and CEO of Freedom Travel Systems. Known as The Travel Guy, Eli helps entrepreneurs turn everyday spending into first-class travel experiences. Join us as Eli breaks down what to do with the points you earn, how upgrades really work, and how first-class flights and luxury suites around the world are far more attainable than most people think. Eli's Journey Eli's career began in 2015 after graduating with a degree in finance and joining the travel industry through an international sports tour company. A trip to the Dominican Republic when he was 16 sparked his passion for travel and shaped his desire to build a life driven by curiosity rather than convention. Over time, he developed skills in group travel, logistics, and credit card points. That eventually evolved into a business helping entrepreneurs travel better by leveraging the systems they already have in place. Why Uncertainty Matters Eli believes uncertainty is essential for passion and fulfillment. Playing it safe may feel comfortable, but it often limits growth and experience. The willingness to take risks, follow curiosity, and act before everything feels certain has been a consistent driver in both his life and business. Turning Crisis into Opportunity When COVID disrupted the travel industry, it forced Eli's tour business into survival mode. Rather than freezing, he pivoted by launching a points-based consulting business that offered more control and scalability. How Points Unlock Disproportionate Value Eli discovered the power of points when he flew business class on a ticket worth thousands of dollars for only a few dollars in taxes. That experience revealed how strategic point redemptions could create massive leverage, turning ordinary spending into extraordinary travel experiences. Why Loyalty Isn't Always Logical Airline loyalty and elite status often come with high opportunity costs. Transferable bank points typically provide more flexibility, higher redemption value, and better travel outcomes than committing to a single airline, especially for globally mobile travelers. Experience vs. Redemption Strategy The best airline experience does not always align with the best points value. Some airlines offer superior products but poor redemption efficiency. Understanding alliances, partner transfers, and award availability allows travelers to optimize both comfort and value. Redeeming Points the Right Way The biggest mistake most people make is redeeming points through bank travel portals. Transferring points to airline partners can multiply their value several times over, but availability must always be confirmed before transferring, as transfers are irreversible. Cards, Hotels, and Priorities For business owners, Eli recommends prioritizing international premium flights for personal and family travel due to the quality and tax advantages. Hotel points usually offer lower value than airline redemptions, but elite hotel status can still deliver meaningful perks when earned strategically. Base your card selection on spending patterns, travel goals, and location—not card prestige. Experiential Wealth Eli frames success around "experiential wealth"—the memories, relationships, and moments that create fulfillment. Business growth matters, but experiences, not just achievements measure a well-lived life. Eli Facenda: Speaker Bio Eli "The Travel Guy" Facenda is the Founder and CEO of Freedom Travel Systems. He and his team help entrepreneurs maximize the money they are already spending so they can unlock bucket-list travel experiences and an upgraded first-class travel lifestyle entirely on points. Almost every entrepreneur spends money and travels, yet very few know how to do so efficiently. Eli has spent nine years in the travel industry, has traveled to 42 countries, and averages over $100,000 per year in free travel using points. His biggest passion is helping others come alive through travel and adventure while sharing strategies that make first-class travel easily attainable at a fraction of the cost. His team works with hundreds of entrepreneurs across all industries, including world-renowned business leaders such as Dan Martell, Cameron Herold, Karlton Dennis, Amber Spears, Tai Lopez, and others. Eli brings a unique perspective to business speaking engagements and podcasts. As an industry leader in a blue-ocean market, his talks, workshops, and interviews are highly engaging and actionable for entrepreneurial audiences. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Eli Facenda Freedom Travel Systems On Instagram (@ELITRAVELGUY)

    37 min

  7. JAN 6

    304: How to Lead with Creative Courage with Moza-Bella Tram

    Today, we're delighted to speak with entrepreneur Moza-Bella Tram, CEO and founder of Moza-Bella LLC. Moza-Bella is an immigrant with a remarkable entrepreneurial journey. She is a TEDx speaker, a mentor, a business consultant, and has written several books, including the bestseller Powerful Female Immigrants, which she co-authored. She is also the host of the digital TV show Lessons from Failures. Stay tuned as we explore Moza-Bella's fascinating journey and the experiences that have shaped her work. Moza-Bella's Journey Moz-Bella was born in Vietnam shortly after the Vietnam War. She came to the U.S. as an adult immigrant 25 years ago, leaving behind family, familiarity, and certainty. Her experience was similar to that of many immigrants- the unknown, limited support, and the pressure to succeed, for herself, and for her family. She was told she was too old to learn English fluently, but she pushed forward anyway, focusing on clear communication rather than perfection, and using frustration as motivation to grow. Early Career and Foundations in Hospitality Before immigrating, Moza-Bella worked in Vietnam's hospitality industry at Omni Saigon and later Sofitel Saigon, where she developed an appreciation for professionalism, service, and strategic promotions. Working in public relations exposed her to branding, credibility, and global perspectives, and hospitality became her first window into the world beyond Vietnam's borders. Education, Resistance, and Choosing Her Own Path After arriving in the U.S., Moza-Bella encountered skepticism and prejudice and was discouraged from pursuing higher education. Despite that, she earned her MBA in Marketing from the University of Hartford, driven by her parents' sacrifices and her belief in the right to choose her own future. Her early ambition was to build a global hospitality career, but over time, new opportunities and realities reshaped her direction. Adaptation, Grit, and Multiple Careers Moza-Bella supported herself through school and beyond by working in nail salons, restaurants, interpretation services, construction-related marketing, network marketing, real estate, and, eventually, nursing after the 2008 financial crisis. Each role added to her skills, perspective, and resilience. Redefining Success and Time Freedom Moza-Bella wanted the flexibility to care for her parents and shape her own life, so she chose to become an entrepreneur. She invested heavily in personal development and coaching, believing that free information offers knowledge, but paid learning creates transformation. Building a Consulting Business with Purpose Over the last five years, Moza-Bella built Moza-Bella LLC into a business consulting company with a growing team. Her mission is to help strong entrepreneurs become well-known in their industries, allowing them to create meaningful impact. She believes that change happens one person at a time, through a ripple effect of shared growth and visibility. Lessons from Failures and Shared Wisdom Through her digital TV show, Lessons from Failures, Moza-Bella highlights the realities behind success stories. Entrepreneurs, doctors, and professionals from many fields share how hardship shaped their decisions, often after years of trial and error. She emphasizes the value of learning lessons sooner, challenging entrenched systems, and prioritizing growth while time is still on your side. Meaning Behind the Name Moza-Bella The name "Moza" means mother of pearl, representing an oyster that transforms pain into something valuable by embracing it rather than resisting it. For Moza-Bella, that symbolizes human potential, cultivating adversity into wisdom, then opening oneself to share it with others. Bio: Moza-Bella Tram Founder and CEO, TEDx Speaker, Author, Mentor, Business Consultant Moza-Bella is an international speaker, author, and CEO dedicated to helping professionals find authentic fulfillment and success. She has over 15 years of experience in healthcare and more than 20 years in business development. She produces and hosts the digital TV show "Lessons from Failures," airing on FOX5 and PIX11 New York. She has been featured in Forbes and Yahoo Finance and is the author of "Luxury in YOU." She partners with Grant Cardone in the 10X movement in Vietnam. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Moza-Bella Tram On her website LinkedIn

    25 min

  8. 12/30/2025

    303: Behind the Scenes of Sourcing: Nataly Horan's Authentic Take

    Today, we are thrilled to welcome another entrepreneur from our industry. Nataly Horan is the founder and CEO of Authentic Meetings and Incentives. With experience across several ventures, she joins us to share her journey, the challenges she has faced within the industry, and her hopes and dreams for what lies ahead. Nataly's Journey Nataly entered the meetings and incentives industry quite unexpectedly. She trained as an interior designer at the University of Florida, then moved into the space after helping with graphic design, quickly connecting with the people and energy of live events. She eventually stepped away from interior design, moving entirely into conference planning and developing a unique perspective by working closely with both suppliers and buyers. Building Authentic Meetings and Incentives Authentic Meetings and Incentives focuses on sourcing and supplier visibility. Nataly supports planners with cruise and venue sourcing while helping suppliers, particularly cruise lines, reach North American planners through social media and email. Her growing online presence bridges the gap between limited in-person events and complete year-round visibility. Choosing Entrepreneurship Nataly reached a point where her growth within someone else's company felt capped. Buyers were already coming to her for sourcing support, making the transition to her own business a natural step rather than a risky leap. Early Focus and Mindset In the early months, Nataly avoided long-term pressure by setting short-term, achievable goals. Focusing on weekly progress kept the business manageable and prevented overwhelm. Vision and Personal Goals Rather than focusing on rigid industry forecasts, Nataly prioritizes her personal goals, such as living in Italy and potentially pursuing a full-time career as an artist. With AI rapidly transforming the industry, staying adaptable is more important for her than long-term predictions. LinkedIn Nataly built her LinkedIn following organically by sharing what she was learning as a newcomer. Her honest, behind-the-scenes insights resonated, turning LinkedIn into a powerful marketing tool with strong ROI. Sourcing, Relationships, and Cruises Nataly's sourcing work emphasizes fit, reliability, and simplicity, particularly through cruise programs and charters. Nataly explains that in-person relationships remain critical for large-group events, where trust and quick problem-solving can make or break the experience. AI, Delegation, and Sustainability Nataly strongly believes in delegation, using a virtual assistant and systems like Canva to scale sustainably while avoiding burnout. AI acts as an assistant, streamlining RFPs and marketing content without replacing human judgment. Creativity Beyond Business Alongside running her company and raising two children, Nataly enjoys painting. Her personal goal for the year is to exhibit her art in a gallery, something she values as much as professional success. Bio: Nataly Horan Nataly Horan leads AUTHENTIC Meetings & Incentives® as its Founder and CEO, steering cruise lines and destinations toward the audiences that shape the North American MICE market. Her background from the University of Florida and her work across sourcing and brand storytelling inform AUTHENTIC's signature point of view, seen in series such as MICE Bites® and In Good Company. She also serves as Vice President of SITE Florida & Caribbean. Away from the office, Nataly is a visual artist, creating work that echoes the themes she champions in travel: intention, culture, and human connection. Connect with Eric Rozenberg On LinkedIn Facebook Instagram Website Listen to The Business of Meetings podcast Subscribe to The Business of Meetings newsletter Connect with Nataly Horan On her website LinkedIn Email Nataly: Nataly@authenticmice.com

    23 min
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4.9
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About

If you are an independent business owner in the meeting and event space, this podcast is for you! Your host, Eric Rozenberg has created this show to bring you strategies, tips, and tactics to help your business grow. With more than 20 years in the event industry and planning events for Fortune 100 companies, Eric is prepared to let you in on the insider tactics so you can be successful too!

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