Michelle MacFarlane runs Dragon Consulting, a full-service digital marketing agency with a team of 10, providing everything from strategy to brand development, web development, and technical marketing services. She also runs Hashtag Training, focusing on marketing training and coaching for small business owners who want to learn and stay current with the latest marketing practices.
The Challenge
While Michelle’s business was already successful through networking and referrals, having grown from a solo operation to a team of 10 in seven years, she was looking for new opportunities to collaborate internationally. Traditional networking groups have limitations – particularly BNI, which she finds businesses often outgrow. As Michelle explains, “Although BNI did help grow the business in its infancy, within about three years, you kind of outgrow everybody that’s there.“
The Solution
After being introduced to Circle Networks through a long-time collaborator, George McGillivray, Michelle immediately saw the potential. “When George said to me, ‘Listen, you have to come and try this out,’ it was like an opening… if George says it’s good, let’s go and try it out.“
Even before attending her first online event, she was impressed enough by her initial conversation with Jamie to consider becoming a licensee. The decision to not just join but also launch Circle Networks in South Africa came from recognising the need for a better networking approach in her region. “… there were so many people out there looking for other opportunities that we thought it would be the perfect opportunity for us.”
The Outcome
Circle Networks has become Michelle’s primary and only formal networking platform.
“… it has become our primary and only form of networking.“
Through Circle Networks, Dragon Consulting has developed valuable collaborations with other marketing agencies. “All of the work that we’ve got out of Circle Networks has been collaborations with other marketing agencies,” Michelle explains. “We actually work as business partners with other agencies. We don’t subcontract because we actually meet with the clients. There’s a level of trust involved.”
What makes Circle Networks different, Michelle explains, is that it’s “big enough to work and small enough to care – you’re not this mindless number in a huge kind of organisation.”
What would you say to anyone looking to become Circle Networks licensee? “say yes, especially if you want to put your own take on things, and you want to put your own kind of personality.” While there’s a financial benefit, the real value comes from being “in the driving seat” and putting your own flavour on meetings. Instead of focusing solely on your own networking, Michelle explains that as a licensee, “You’re focusing on bringing people together and getting them referrals… organising speakers, helping other people grow their businesses.”
Advice for Others
“Networking only works if you do,” Michelle emphasises. “People join – just joining doesn’t mean stuff’s going to land in your lap. You have to put in the time, you’ve got to build the relationships, you’ve got to make an effort, you’ve got to go out and actively find referrals for others.“
She stresses that success takes time: “It’s a marathon, it’s not a sprint… Even if you’re a beginner, it’s a safe space to get used to presenting, putting yourself out there, refining your presentations, getting feedback.”
The online format has been particularly valuable. As Michelle says, “The fact that it’s online, it just saves you on time and saves you on resources. You know, travelling costs, moving around, buying those cups of coffee and breakfast and everything else. But most importantly, the work we’re winning is international, you can’t do that with in person networking.”
For Michelle, Circle Networks isn’t just another networking group – “It’s really more of a community than networking group” she says, “You’ve got all the people, and you have all the tools and resources at your fingertips. You’ve got all the training, you’ve got the workshops, you’ve got any number of people to reach out to if you’re having difficulty or you need advice.”
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