Adventure Micro Business

by | Jul 9, 2012 | Archives

We can all have an adventure in a micro business.


Writer’s Camp delegates having a deep woods adventure at our Blue Ridge seminar hall.

We can all have an adventure in business when we turn our passion into profit because an adventure is any activity that excites us when we get out of bed.

Flying can be an adventure to some… hiking a mountain for others… racing a motor bike for some… playing baseball in the big leagues for a few…  while watching a garden explode into richness is exciting for others.

We can understand how to have an adventure in business if we first  understand the parts of the word Ad – Venture.

There are numerous definitions of adventure at but the one I like is:  1. an exciting or very unusual experience.

If we look more deeply at the word at the Online Etymology website  which views the word in its components we find ad is “the prefix expressing direction toward or in addition to, from ‘to, toward in space or time;’and that venture’s origins are from venire “to come” (see venue).    

An adventure can be looked at as the process of “moving towards a place”.   What makes the opportunity for adventure in business exciting is that we each can choose the place we move towards and if that place expands our horizons and fulfills us then we gain a thrill.

Merri and I love the seminar events tour business because we can share adventures with like minded souls as we all move toward an exciting place.

In years and decades past this has led us to many place we have enjoyed with our friends. To name a few… London – Geneva – Luxembourg – Paris – Vienna – Hungary – Czech Republic – Edinburgh – Copenhagen – Helsinki – Hong Kong – Isle of Man – Mexico – Spain, Dominican Republic – Belize – Bahamas – Jamaica – Bermuda – Aruba – Nevis – BVI – Puerto Rico – USVI as well as across Ecuador, Canada and the USA.

These are some of the places where we have conducted or participated in seminars and we have enjoyed this process so much that last year we created a beta program to develop a course entitled “Event – Full Business” on how to create a micro business conducting seminars, tours and events.

During the year we created 17 core lessons and are now expanding the second phase of the course in two ways.   First we have trained a dozen teachers to conduct Super Thinking + Spanish events around the world.   Second, I have asked the original beta subscribers for their input and questions.

Here is an excerpt from lesson #18 of Event – Full Business that is based on a question from a subscriber who wrote:

In my quest for knowledge, my first question would be WHERE DO I START?

First,  I would think logically to include pertinent information such as step by step planning a seminar  or a workshop to include:

Structuring the goals.

Deciding who will attend.

Choosing the location.

Creating an agenda, and  developing a follow up plan.

Here is the excerpt: There is a seven step process we can all use in our events business.   This process works whether we have an existing career, a business or are retired.

The first step is to get a clear idea or vision of our dream.  This is sometimes harder to achieve than it seems. We are so deluged with false ideals from Washington, Wall Street, Madison Avenue, etc. that we have to stop and really take stock.

This inner search will lead us to an ideal that begins the second step.

The second step is developing enthusiasm. How can we be anything but enthusiastic about finally fulfilling our deepest dreams?  The enthusiasm leads to the third step;

The third step is gaining an education. We need to find out everything we can about our idea.  The internet can help us get started but there are few better sources of contacts and information than experience.   So get involved personally.  To succeed you must become or have a real expert in the product or service or place that will be the focus of the event you conduct.

Fourth, this educational process allows us to develop an intelligent, focused business plan we can act upon.   To figure out what the costs of the event will be… what the delegates who attend will need and such.

The fifth step is action.  Market your seminar, tour or event.   This brings us the experience.

Reflecting on the experience is the sixth step. Financially you will have gained a financial loss or profit.  You will always profit from increased knowledge which creates the seventh step, more ideas.

The seventh step is to start the entire cycle all over again.   The experience creates new ideas, enhancing enthusiasm, more education, the next action, increased experience, financial profit and again more new ideas.   Each time you repeat the cycle you’ll be better at the process… more knowledgeable and able to expand.

This seven step cycle is a perfect way to start small and grow. The process may take days, weeks, months or years, but the moment you begin you’ll start moving into an avenue of affluence where you are excited about the adventure ahead.

The foundation of the evolutionary business process is to use the Golden Rule of Simplicity which is “Follow your dream because you and your wants, needs and desires represent a market”.   Your desires are the initial seeds of your market research.  If you have a passion for something so do others and it will be easier to identify what these others want (in terms of your event) once you know what you desire.  This identification will make it easier to spread the word.

Word of mouth still reigns as the number one marketing tool to create a buzz about an event.  Technology however has made it easier and allowed the creation of the “Niche Buzz”.

You want to clarify your passion, build an event around this and create a “Niche Buzz” so others know about the event.

When advertising was ruled by broadcast… the appeal of an event had to be large enough to cover the cost of marketing to a large audience.   This made it more difficult to create micro events.   It was hard to zero in low cost marketing to create the initial buzz because broadcast was never discriminating.

The Marketing Problem with Broadcast 

Two great challenges in good events marketing are getting the sales message to those interested and getting the sales message to those who are ready to act.

For example if you are marketing an event to hand weavers (as in the case study below) you would not want to advertise in the Wall Street Journal.  WSJ has about 2 million readers.  Some may be hand weavers but not many so if there are even a thousand… ad money spent reach reaching 1,999,000 readers is wasted.

The idea behind broadcast is sending the same one message to millions of potential buyers.  The idea behind broadband is to send millions of different messages to one buyer each.

A conductor of a hand weaving event would be better to advertise to members of the Handweavers Guild which has only thousands of members and each is far more likely to be interested in hand weaving.

Yet that event conductor will want to refine the advertising to current members who might be interested in and able able to afford paying for to attend an event.

Modern marketing technology makes it much easier to reach and engage only those interested.

This allows an event conductor to create a niche buzz… to get word of mouth going through the small, well defined group of people who are the best potential delegates for any specific and perhaps very narrow event.

Case Study in Fabric Art Events in Ecuador

Textiles are the number one specialty in Ecuador.   They use fabric is so many ways.  Here is a shot of a rich tapestry we brought back from Ecuador.

Original art in the US is now so expensive that this type of fabric art can be sold for excellent markups so we viewed many textile factories on import export tours.

The artist was a weaver who belonged to an association of hand loom weavers.

He began exporting special wools and selling them to other members of the association.

Then he had the idea to bring other weavers to Ecuador.


Export tour in Otavalo, Ecuador.

He organized a free Ecuador holiday trek for early December.   His aim was to create a situation where the savings on Christmas shopping could be enough to offset the cost of the trip to Ecuador.


Wool scarves.


Cotton… wool.



The motivation was to earn extra income with his passion which was hand weaving.   The idea was to find a source of fabrics he could sell to other weavers.   His trip to Ecuador increased his enthusiasm.  He began to study the ways that cotton and wool were processed and priced by the indigenous weavers in Ecuador. He combined this knowledge with the existing US experiences of weaving he already had.   This helped him learn the contrast between alternatives… prices… and qualities of hand dyed wool in the USA and in Ecuador.

His next step was to gain experience on the export tour…. to understand the modes of transport… the options where a group could stay, and meet and to establish relationships with the processors of cotton and wool so he could bring a group.

Then he took action and began to market.

For most of us the Golden Rule of Simplicity is paramount.   If the development of the event is costly… time consuming…  needing a large staff… or expensive process to begin… the event simply will not happen. Most event conductors are not ready in the beginning to market or pull off a large event.  They must make the process simple, easy and inexpensive.   The Golden Rule of simplicity is that…  simple, easy and inexpensive.

The foundation of the evolutionary business process is to use the Golden Rule of Simplicity  (we can’t repeat this too much) which is “Follow your dream because you and your wants, needs and desires represent a market”.  

You may have some questions. In fact, you should.  Fire away as I am anxious to see in which ways your curiosity of this process is aroused.


Online Earn With a Seminar & Tours Business Course

Learn how to earn extra income from a seminar, tour, exhibition or events business.


Delegates at a recent writer’s camp… one of the events we conduct at our North Carolina seminar center.

Many readers of this site crave freedom… and perhaps adventure.  At least they desire the ability to get out of the rat race.   They want  to travel… spend time… live… laugh or love in more than just one place… and they want the places to be ones they choose.

How can one live such a lifestyle… where a suitcase is a necessary and vital friend?

There are few people more capable of answering this question than… Merri and me.

For 44 years (from May 1968) we have been paid to travel and live exactly where we have wanted to be… because we have had an events business conducting seminars, courses and tours.

Our seminar/conference/ events business has allowed us to visit and to live almost anywhere we have chosen… or not.

Sometimes we have incredible adventures.


Here I am with Merri and an Ecuadorian Yatchak deep in the Llanganatis jungle creating a shamanic tour.

However when we want to stay at home we can also do so.  One does not have to travel to have an events business.


Here I am (in brown shirt) speaking to a delegate that we conducted at our Florida home.

We even built a…


seminar hall on Little Horse Creek so we can stay in the mountains when we desire… and still conduct events.

Here is one of the small groups at a retreat we conducted in the seminar hall.


Most owners of an events business do not do this much, however!  Lesson Two of a new course we have created called “Event – Full Business” shows how to start small and gradually build a larger events business (if that is your desire) as we have done.

We have conducted events as small as two delegates and some with over 400 so…


we know the events business inside and out… large and small. Here Merri and I are speaking to over 400 + people in Quito, Ecuador.

There are innumerable fringe benefits to an events business. For example almost all of our global travel has been tax deductible for all these years.

The pay has certainly not been bad either.  As you’ll see below, one time we earned  $142,260 in three days.  In another instance we earned over $135,000 in two days.  Once our earnings exceeded $200,000 in just three days.

Yet the income has been a small part of this adventure. The expanded horizons… the people we have met… the adventures we have shared… the tens of thousands of delegates we have enjoyed and hopefully helped…. the poor we have served… the freedom we have felt… to be able to go where we desire and come home, when we desire, with more than when we left.

These facts have dramatically enriched our lives….and we hope others.

Now we would like to help improve your lifestyle as well… if… earning with a seminar, tour events business appeals to you.

We have conducted seminars or events or spoken at them in… (alphabetical order)  Australia, Bahamas, Belgium, Belize, Canada, Czech Republic, Dominican Republic, England, Ecuador, Finland, Germany, Hong Kong, Hungary (before the Iron Curtain came down), Indonesia, Isle of Man, Jamaica, Malaysia, Mexico, Netherlands,  Panama, Philippines, Puerto Rico, Scotland, Singapore, Spain, Switzerland, Taiwan, Thailand and at one time or another most of the United States and more.

There is a possibility that  Merri and I know more about conducting events than 99.9% of the people in the world and because so many have asked… we have finally decided to provide an online correspondence course on how to create your own seminar, tour or events business.

We call this brand new emailed correspondence course:  “Event – Full Business”.

We have completed 17 lessons and to give you a better idea about “Event – Full Business”. The Introduction Lesson is below.

I am ready to send you the Intro and Lesson #1 of “Event – Full Business” and am ready to accept your enrollment of students in our beta program.

See how to benefit from this first stage in our course development after you have studied this introduction.

“Event- Full Business” – How to Profit Conducting Seminars, Workshops & Tours

Sometime about 24 years ago…. around 1987:


Photo from

A white water symphony… harmonized in crushed octaves.  A melody amplified by nature’s power and white water sound conducted in the fresh air amphitheater that is Niagara Falls.

Merri and I walked arm and arm along the Canadian side of the falls…overwhelmed by its strength and its spectacular beauty.  We had driven from our home in North Carolina to conduct an International Investing and Business Conference… one of the largest of our own seminars that we had ever conducted…380 people.

We arrived a day early… took a suite with a large red garden tub… soaked after the long journey and then enjoyed the wonder of this natural phenomenon…Niagara Falls.

This was the day to enjoy because the next three we would be busy, very busy… with stress-of course. Marketing had shot past our expectations and this was a large crowd. We would work hard yet we would also earn approximately $142,260 for three days work. Actually more. You’ll see why below.

We have earned in many ways since then… until now… 24 + years later.

This morning a reader enrolled in our 2011 International Club allowing him to attend all the seminars we’ll conduct for the next year.

He wrote: “Hi Merri. I am looking forward to meeting you both again. Had met in Niagara in the 1980s. Thanks.”

Obviously, something we did for this client 25 years ago brought this extra business to us now.

This fact stimulated me to get on with this course which I have been outlining for some time. A seminar, conference, tour business not only creates unusual profit opportunity now… but when a seminar business is properly run, it can create income for a lifetime!

This course shows how Merri I and have created riches and a lifestyle beyond our wildest imagination and shares steps you can take to create a profitable and fun business conducting seminars, workshops conferences and tours wherever and whenever you like.  (Or perhaps you want to conduct seminars online or live or with a video sent through the internet.)

When it comes to conducting seminars, courses and tours, there are few people with more experience than Merri and me. Over 43 years we have organized, marketed and conducted thousands of tours for tens of thousands of people in dozens and dozens of countries (even behind the Iron Curtain).

This course shares how we have done this… what we did right… what we did wrong… how you can get started and what you can do much better than we have.

Here are the initial lessons in an outlined that I am writing.

#1: How to earn millions from seminars, courses and tours. See how we have earned as much as $200,000 for three days’ work. (Once $135,000 in two days.)

#2: How to build a seminar business. See the one day Washington-Atlanta-San Francisco system that helped our courses evolve and how to use this approach to help your teaching grow.

#3: When and when not to use other speakers. Seminars for speakers… a way to get it all out as your bank accounts gets it all in.

#4: How to use other speakers. Gain the key to the room and the people within. Why the golden pen is mightier than a glib tongue, the sword and the overloaded brain.

#5: Dealing with hotels/locations. Why the marketing does not talk to catering who will not communicate with accounting and the mess this could mean for you. How to choose… arrange and survive the hotel. Forget the $11,314 coffee bill… for swill.

#6: Scheduling seminars. Magic dates and times for marketing… how far in advance to market and seminar death dates to avoid.

#7: Creating a back end business. How Merri made $12,936 dollars at a seminar in 37 minutes by just standing still.

#8: Three types of courses… delegate driven… speaker driven… third party driven.

#9: The importance of strategic partnerships for added wealth.

#10: How to market seminars, courses & tours.

#11: List building.

#12: Alternative seminar and course location options.

#13: The benefits of both big seminars and small courses.

#14: How to survive the dreaded problems: What to do when enrollments are low. Handling the heckler, the takeover and the cell phone. When the hotel fails. Surviving speaker no shows and all of those types of things!

#15: How to enhance your other businesses with seminars.

We welcome you to “Event – Full Business”.

We’ll be doing all we can to help you create your riches and a lifestyle beyond your wildest dreams with an events business so your life and income can be filled by events and event full!

The first lesson will look at seminars, workshops conferences, exhibitions,tours, various events, how they differ and their strengths and weaknesses so you can begin to zero in on what would be best for you.

This is the introduction.  We invite you to become a subscriber to this new online correspondence course, “Event – Full Business”.

We’ll send you the first lessons immediately and each lesson as it is completed.  Plus we’ll ask for your input.

Never Ending Story – Save Next Year

The world is changing at an ever faster pace, so no course on business remains current for long.  Our events business evolves every year.  Consequently our courses never end… they evolve with our business.

Throughout the year we update, rewrite and expand our courses… adding new tips and share real time what we have learned and what we are still learning.  We show the changes we are making… how and why… in our business through the year.

This continual update is like an Alumni Club. Imagine attending Harvard. After graduation you stay in touch with your fellow students. You share. You help one another. You network and stay up to date. Our online business courses work in the same way so we… all our subscribers… and you,  help the courses evolve and keep pace with new ideas, new technology, innovation and changes in the market place.

So you gain more than just savings as a beta subscriber.  The extra added benefit is that you help direct the creation of the course and make it more useful from the very beginning.

Then year after year… as long as you like… you stay in touch with us, our webmaster and with the other subscribers from around the world though a special password protected site.

The first 17 lessons above are set and will be sent regularly. Your questions, comments, actions, successes and failures will help expand and direct this course over the next year.

Enroll in the online Event – Full Business course, $349 by clicking here.