Melinda Massie, President and Founder of Melinda Massie Events

“Because less than fabulous is just unacceptable.” -Melinda Massie Events

Need an event planner who can deliver affordable luxury, “fabulousity” on a budget and who believes that details are everything? How about one who can dance circles around you while she does it? If you live in the Dallas/Ft. Worth area, Melinda Massie is happy to help – and you may even get to see her dance.

President and Founder of Melinda Massie Events, 34 year-old Melinda was born and raised a Texas girl. After receiving her degree in Advertising and Public Relations from Texas Wesleyan University (by way of Austin College), she went on to work as…(you guessed it)…a professional ballroom dancer. Starting with Swing, and then moving on to Salsa (after the infamous GAP ad over-crowded the dance floor), Melinda spent three years polishing her steps before realizing it was more of a hobby than her ultimate career goal. A move to event planning for the Ft. Worth Zoo was just the thing, as Melinda had enjoyed a taste of social planning while working as a promotional assistant for her college radio station.

Fourteen and a half years of event planning later, Melinda knew one thing – she could do it all herself. Utilizing the experience she gained from planning roughly 80 events per year at the zoo, Melinda formed her own planning company, Melinda Massie Events, in September of 2008.

So, if for your next event you require luxury, style, and someone else to work out the details, Melinda Massie has you covered. Just don’t be surprised if she asks you to dance.

1.  With so much experience planning events, why did you wait so long to start your own business?

Starting my own business was never really something I thought about.  I was always told I should, but I never wanted to.  Being an independent planner always seemed like this daunting and impossible task.  However once I decided to do it, it was the only think I could think about.  It can still be daunting at times, but no longer seems impossible.  My extensive experience in all types of events has given me significantly better preparation to be able to take on anything.  I wouldn’t have that if I’d started this business earlier.

2.  How has the recession changed event planning, or are people still partying like its 1999?

Events are still happening, but we’re “reining it in” so to speak.  We’ve traded in the grandiose displays in favor of stylish minimalism.  All of life’s celebrations – i.e. weddings, anniversaries, birthdays, etc. – still happen no matter what the state of the economy is.   The biggest difference now is that we’re challenged with creating something that is still lush and elegant with a smaller budget.

3.  Describe your most sensational low-budget party and how you pulled it off.

I did this really fantastic, casino themed 30th birthday party.  We held the event in the small private room of a nightclub.  Staging the party in a nightclub saved us the cost of a DJ so I could put the majority of budget into casino set-up.  We had black jack, roulette and an illusionist for the entire evening.  The ambiance of the room was great so it only needed a hint of decoration.  I created casino candles using mini votives, surrounded by dice and placed inside the center of small, clear glass globes.  I set these out all around the room to add a great glow and additional atmosphere.  Total spent was just over $700 and the guest of honor said it was the best birthday party she ever had!

4.  What advice do you have for those who cannot afford a professional planner?

Make the list your very best friend.  When I ask potential clients what have they liked and disliked about previous events they’ve attended, almost every single one of them mentions being at a disorganized party.  Lists help prevent this.  So many details are involved with planning a party and they generally come with many different deadlines as well.  If you’re working with multiple vendors and/or are hosting your party in a venue, they all come with varying different policies that need to be followed.  Write everything down in one place.  Make a time line of when things need to get done.  Stick to the lists.  When you open any of my client files, the very first thing you see is a list of each and every detail pertaining to their event, grouped by facet of the party – set-up, catering, entertainment, florist, etc.  Creative party ideas abound on the internet, but embracing the list is what will keep your head on straight and sanity in tact if your details try to become overwhelming. 

5.  What is your dream event to plan? To host?

For me, the dream event to plan versus the dream event to host are two very different events.  My dream event to plan would be something like you’d see on the TV show “Behind the Bash.”  Events that are spectacular, elegant and have people talking for some time to come.  I love putting tiny details and unexpected quirks into beautiful events.  I see a roving party with cocktails in one space; a formal, seated dinner in another space and dancing in a third area – each area having coordinating, but completely different atmospheres.  However, my dream event to host is a small dinner party for 6-10, possibly 15-20 people.  I really got into cooking a couple of years ago and have become quite good at it.  However, my home is too small to accommodate dinner parties, which is why that’s what I would love to host.

6.  Describe the person who would best complement your life and your business.

The ideal person would be equally as driven and passionate in his own career as I am mine and follow his talents.  Active, social and loves good food.  Has to be comfortable in black tie and going to a lot of openings/events.  But most importantly, we can be ourselves with each other and support and encourage each other in our various accomplishments, goals and dreams.

7.  How has being a female entrepreneur empowered you?

In a word – unstoppable.  There really isn’t anything that compares to taking what comes naturally to you, turning it into a career and then into your own business.  If you can do that and do it well, there really isn’t anything you can’t do.

8.  Where do you see yourself in 10 years

I usually don’t set long range goals for myself because you never really know where you’ll end up.  If I’d been told as little as 1 ½ to 2 years ago that I’d have my own business right now I wouldn’t have believed it.  However, I could easily see myself planning and consulting nationally.  I’m sure wherever I am in 10 years is exactly where I need and want to be.

Melinda’s Bio:

Melinda Massie is the President of Melinda Massie Events and Consulting, a full service event planning company that specializes in luxurious, stress-free events with a personal touch.   Her career started in 1995 when a friend asked a simple question, “Will you help me?”  From there, the seed was planted and a passion has grown.  Events include: benefit rock shows and festivals, guest appreciation events for car dealerships and dance studios, intimate and beautiful rehearsal dinners and wedding receptions and fabulous company picnics.  She has also worked behind the scenes to pull together presidential fund raisers and even put together a Cirque de Soleil style show from scratch.

Melinda attended Austin College in Sherman, TX and has a degree in advertising and public relations from Texas Wesleyan University in Ft. Worth, TX.  She is also a former professional ballroom dancer.

Want to connect with Melinda? Follow her on Twitter and Facebook!

Divya Gugnani, CEO of Behind the Burner

Normally when I interview entrepreneurs I take lots of notes.  With Divya Gugnani, Founder and CEO of Behind the Burner, I finally gave up and just wrote down the word “enthusiasm”.  The fast-talking 32 year-old Harvard MBA grad (turned chef turned entrepreneur) is enthusiastic about life, business, and most importantly, her love of cooking.

The daughter of immigrant parents on Long Island, Divya acquired her first skills (and passion for food) from the family’s live-in chef.  Although her parents themselves did not cook, they often entertained, and a life-long culinary passion was born.

Aside from having a passion for food, Divya was also on track for a career in finance. While studying government economics at Cornell University, Divya took a cooking class, and at this point her dual interests in cooking and finance became parallel paths.  After graduating from Cornell, she went on to work for Goldman Sachs as an investment banking analyst, but made time to attend the French Culinary Institute in NY. In the corporate world, she went on to become a technology venture capitalist, while at the same time working for free in restaurant kitchens and doing catering jobs, gaining real life experience as a culinary expert.  Somewhere in the midst of cooking, advising startups, her involvement on multiple boards, and working in a VC firm, she managed to earn her MBA from Harvard.

Now running Behind the Burner, launched in November of 2008, Divya continues to feed her passions for both business and all things culinary.  The initial success of the website (featuring tips, tricks, and techniques from your favorite chefs) is a true testament to the power of enthusiasm.

1.  Please give us a quick introduction to Behind the Burner, what it offers, and how it differs from other cooking sites.

Behind the Burner has a network of over 250 culinary experts, particularly celebrity chefs who share their best tips, tricks and techniques in the form of short videos, articles and blogs. We also offer deals on the tools and ingredients experts recommend.

2.  You describe your mother as an intellectual “renaissance woman” who discouraged you from learning to cook.  What do you know about the experience of creating meals that she doesn’t?

My mom has a tremendous intellectual curiosity to learn about art, literature and gardening. She always felt being in the kitchen and cooking was a waste of time. It has taken her years to realize and respect that my intellectual curiosity spans to all things culinary. Searing, sautéing, shaking up cocktails and pouring wine, is both my high and my relaxation in life.

3.  As Americans we are becoming more frugal and eating out less, but our taste for good food hasn’t changed.  Do you credit the current economy for some of your early success?

I think our model works in any economy. Currently people are dining out less so they are cooking and entertaining more at home hence the desire to learn our tips, tricks and techniques. In a robust economy people dine out and enjoy nightlife more so, we still play to their voyeuristic desire to know what is going on behind the scenes at the hottest eateries, lounges and clubs.

4.  You earned your culinary dues working various kitchen roles, often without pay.  For someone just starting out, how important would you say is it to learn all aspects of a business or trade from the ground level up?

Today my role at Behind the Burner involves culinary, strategic, technology, financial, marketing and legal expertise. I developed and honed these skills as well as the most important—teamwork—in kitchens, board meetings, classrooms and at home.  The best thing to do is be a sponge, learn everything you can from everyone around you. You never know when it will be useful.

5.  Behind The Burner recently partnered with NBC to broadcast a cable show in the New York area.  What is it all about and where can we see it?

Behind the Burner segments air on NBC New York Nonstop, which can be seen in 5.7 million households in the NY Metro area: NY, NJ, CT and Long Island. For channel listings click here.

6.  I was surprised to hear your targeted demographic is ages 18-38.  What does BTB offer that is appealing to this relatively young, and often unmarried, group?

A vast majority of the culinary media, particularly food content, is written and produced with women in their 40s in mind. These women are often focused on getting dinner on the table for their families. In recent years, particularly with the rise of food competition TV shows and increasing presence of chefs as celebrities rather than laborers, a younger demographic of both men and women have become interested in the entire culinary spectrum from food and nutrition to wine and cocktails. We specifically cater to this group since they are hungry for more content, information and inspiration.

7.  Describe the ideal person who would complement both your life and your business.

Honest. Generous. Ambitious. Supportive.

And the kicker is…able to deal with a hyperactive adventurous workaholic who loves to eat:)

8.  Where do you see yourself in 10 years?

Working, hopefully, not as hard as I’m working now but having just as much as passion as I have for my business and life today.

Divya’s Bio:

Divya Gugnani acquired a taste for her future in culinary arts while building a career in finance. In addition to a B.S. from Cornell University and an M.B.A. from Harvard Business School, Divya holds a degree from the French Culinary Institute, where she discovered her inner chef. Divya started her career at Goldman Sachs and then worked at Investcorp International and Millennium Technology Ventures. Most recently, as a venture capitalist and Principal at Firstmark Capital, Divya provided companies with strategic and operational guidance to achieve their visions. Divya has also catered and worked in restaurant kitchens while managing her corporate boardroom responsibilities. With the creation of Behind the Burner, Divya blends her long-time passion for culinary arts with her expertise in business.

Divya currently advises several startups and established brands with board level roles. She appears on MSNBC: Your Business and NBC New York Nonstop. She has also been a guest on FOX & Friends and has been featured in Businessweek, The Wall Street Journal, The Deal, Crains, Eat. Drink. Better, and several other publications.

Want to connect with Divya? Follow her on Facebook and on Twitter here and here!

Annika Pfluger, Owner of Red Thread Confections

I chose Annika Pfluger, Owner of Red Thread Confections, to be my next guest because as a business owner, single adoptive parent, and world class musician, her story is interesting on many levels.  My close second reason, of course, is that I am addicted to chocolate and Annika happens to make it.

Not just chocolate, mind you.  Handmade, intricately hand-painted organic chocolates made from the finest ingredients and with nothing artificial added.  In the past year that I have known about Annika, I have secretly browsed her website, stalking her adorable little chocolates’ every move.  After all, a true chocolate lover knows that just because you can’t eat it every day, doesn’t mean you can’t spend the afternoon pretending you were.   (On a personal note, I have to say I’m not sure why men don’t show up for dates more often with chocolates.  THIS WORKS, trust me.)

In the spirit of giving back, and following along the lines of the “Red Thread” legend (which you will read about below), Annika donates a portion of all Red Thread Confections proceeds to orphanages in China, Guatemala, and Ethiopia.  So if you want to really impress someone, while also giving to a good cause, do the right thing.  Be a man.  Bring chocolate.

1. At what age did you know you wanted to be an entrepreneur?

I actually had no clue that I wanted to be an entrepreneur until just 5-6 years ago. But looking back, there were definitely signs pointing in that direction. I was always a bit of a risk taker and tended to pursue non-traditional paths throughout my life. I’m a classically trained professional cellist with a Master of Music degree. And I spent a year in Budapest, Hungary (before the iron curtain fell) studying at the Franz Liszt Academy of Music on a Fulbright Scholarship. I also traveled to Guatemala to adopt my son as a single parent – and what a fabulous adventure that was, and continues to be! So, while it may have taken me a while to traverse the various paths that led me to entrepreneurship, I’m now thrilled to be the sole owner of Red Thread Confections – a business I developed and have grown from the ground up.

2. What is your product or business and how did you get started?

Red Thread Confections is a unique artisan handcrafted chocolate business. I hand paint each chocolate with organic all naturally colored cocoa butter. I trained at Ecole Chocolat based in Vancouver, Canada and studied artisan chocolates and confections at the Culinary Institute of America in Hyde Park, NY. I got the inspiration for my company from the ancient Chinese Legend of the Red Thread: “At birth, an invisible red thread connects us to everyone in our life who will become important to us. That thread may stretch and shrink over time, but it will never break.” As an adoptive parent, the red thread legend is very close to my heart. I believe that my son was connected to me by the invisible red thread at birth and that he will also be forever connected to his birth family and birth country by that same red thread. Red Thread Confections honors the red thread legend by donating a portion of the proceeds from each sale to orphanages in Guatemala, Ethiopia and China. Another part of our mission is to create red thread connections with each of our customers – once you try our chocolates, you’ll be forever connected as well!

3. What separates your business from the competition?  In other words, what makes it special?

All of my chocolates are lovingly made by hand using no automated equipment. I use premium fresh ingredients and don’t use any artificial colors, flavors or preservatives in any of my confections. Each piece is hand painted with organically colored all natural cocoa butter. We also donate a portion of the proceeds of each sale to orphanages in Guatemala, Ethiopia and China.

4. What separates you from other business leaders?  In other words, what makes YOU special?

I am currently running all aspects of the business – from sweeping the floor at night to developing all of our recipes to packing the boxes. I believe that by becoming an expert at each job within the company, it will enable me to be well positioned for future expansion.

5. What is a typical day like for you?  Not just work, but the good stuff, too.

Up early with my coffee, then I get my son up and ready for school. In the meantime I head down to my production space and start the chocolate tempering. While my son’s in school, it’s all about making chocolates, packing orders and marketing for sales. After my son gets home, we have a nice late afternoon and dinner together and then maybe off to soccer practice. After dinner I start working on my computer/administrative duties, bills, accounting, etc. Late nights after my son is in bed, it’s either back to the commercial kitchen space to work on more chocolate production or I’ll continue with the computer/administrative duties. Long days… but so worth it!

6. Has being a single entrepreneur helped you or hurt you in business and why?

I see it very similar to being a single parent, actually. There are pros and cons – the pros are that I get to make all the decisions and don’t have to be accountable to anyone except myself. The cons – well, those would be the same – I have to make all the decisions and there’s no one else who could be accountable for a nice change of pace once in a while.

7. Describe the ideal person who would complement both your life and your business.

The ideal person would be someone who loves sales and marketing. That would really complement my needs. That way I could focus more of my time on recipe development and production.

8. Where do you see yourself in 10 years?

I see myself freaking out because my son will be just about to get his driver’s license – LOL! No, really… I see myself in my future beach house on Block Island while my business is flourishing.

Annika’s Bio:

Annika Pfluger is the Owner/Chocolatier of Red Thread Confections, LLC. She’s also a professional cellist with an active teaching studio. When she’s not busy in her kitchen developing new recipes and making chocolates, or teaching cello students, she spends her time enjoying life with her 6 year old son, gardening and hunkering down with a great book.

Want to connect with Annika?  Follow her on Twitter and Facebook!