VIP Adrenaline
VIP Adrenaline's founder presented Innovation Lincolnshire with big ambitions for the rapidly growing enterprising event management and team building business.
The company's Managing Director Victoria Pickles started the East Lindsey-based business four years ago after identifying a gap in the market and has already built an impressive national client list.
VIP Adrenaline Ltd acts as broker for a network of over 340 suppliers covering the UK as well as Monaco and California, and offers bespoke activity-based events for organisations.
With an ambition to double turnover year on year for the next three years, Victoria approached Innovation Lincolnshire in July 2007.
Victoria explained: "I originally contacted Innovation Lincolnshire for funding with IT equipment, but they also came up with some business objectives and wanted to help us by looking at strategies for business growth and conducting an opportunity analysis.
One of the main difficulties confronting the company was how to explain its services to potential clients, as corporate events can often be seen as 'jollies' with little financial return.
"The challenge has been to try and keep the enthusiasm for the events, but show that they also actually deliver a high return. Our highest ROI so far is 10 000 times, return on investment. (This figure was calculated by comparing the value of the orders won on the day with the cost of the event)" Victoria maintains.
"Innovation Lincolnshire looked at the marketing materials the business uses; it's sometimes very useful to have someone else look at the product you're offering not knowing anything about it and come back with the messages they're picking up."
Innovation Lincolnshire has put Victoria in touch with new contacts, helped her develop a new High Performance Events brand for stag and hen parties, and given advice implementing changes to attract large-scale companies.
Since working with Innovation Lincolnshire, VIP Adrenaline has received £250,000 worth of enquires in just two months and 50,000 potential customers now access the web site every month.
"In the next two years I'd like to sizibly increase the business and we're on track to do that at the moment; this year we've quadrupled in profit," said Victoria.
