For the latest in our series of editorials focusing on Irish Women in Business, we’re talking to Cathy O’Donohoe and Elaine O’Reilly, co-founders and directors of Pluto Communications.
Founded in 2007, Cathy and Elaine built up their business – Pluto Communications – a creative event management and marketing solutions company including project management, events management, conference management and experiential marketing campaigns.
Here, Cathy and Elaine talk about seeing an opportunity in the market, overcoming any barriers and taking advice from Einstein…
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What age were you both when you decided to set out and start up your own business?
Elaine was 30 years old and Cathy was 35 years old when we started the business.
What was your main motivation?
We both had established and successful careers and we thoroughly enjoyed all the companies we worked with but we wanted our own success. We wanted to establish a company with a very clear offering and that delivered an excellent service to clients – it’s something that we both felt passionate about.
What was your background before setting up Pluto Communications?
Elaine worked in the telecoms industry for seven years in the areas of public relations, marketing and sponsorship before moving agency side for three years. She met Cathy while working in a below the line agency, we worked great collaboratively and shared the same ambitions to work for ourselves one day.
Meantime, Cathy worked in the travel industry prior to moving into below the line marketing and events for a further 6 years prior to setting up Pluto.
Why did you choose to start Pluto Communications?
We saw an opportunity in the market. It was 2007 and corporate Ireland was very progressive. There was an opportunity to establish a company dedicated to excellent creative events production and seamless execution. We wanted our company to be known and trusted as “The” event partner that corporate companies choose when procuring their agency.
Was it difficult choosing staff?
We have always been very careful about selecting the right personnel. Your team represents your brand and equally then represents each of your clients when executing activity on their behalf. We always look for individuals who can bring something new to the table, a fresh approach, great experience in a new discipline. They need to be excellent with clients, have that natural warmth, be the type of people that the clients looks forward to briefing and in turn working closely with through each project.
They also need to have excellent attention to detail, be able to think on their feet and be prepared to work hard. We have been incredibly fortunate in securing the team we have and the business has thrived due to each and every one of their contributions.
What has been your biggest barrier in starting out in business?
We both wanted this jointly so we did not let barriers inhibit us. The partnership ensured that we always had our right hand person. One thing that is difficult during those first few months is financing the business, getting systems up and running, getting your team in place and then convincing clients to take a risk. This business is all about trust and trust takes time.
Have you had many mentors? What has been their greatest advice/ words of guidance?
We have both had excellent business mentors throughout our career. We both welcomed constructive criticism in our early careers and worked hard to learn our trades. We have also worked very closely with Veronica Canning. In the early days of our business we wanted to build an empire, Veronica worked with us to develop our proposition and a real business plan. We are still very good friends.
Great advice and words of wisdom.
These are some of the mantras we work but Einstein’s famous quote about insanity is really always on our minds. “Insanity: doing the same thing over and over again and expecting different results.” One other insight; “Are we evolving? – are we changing with market conditions and client environment?.”
“It is sometimes better to be kind than to be right – always let the other person save face.”
What’s been your greatest moment since starting out in your company?
The Award Wins and Contract Wins are always fantastic and motivating days in the office.
Also there is nothing more fulfilling than receiving a congratulatory client testimonial into the office following a successful event. A happy client is the best advertisement for our business.
What is the best part of your day?
We love the productivity that circulates in the office in the morning times. Morning time is the best time to get stuck in – team meetings, project planning, supplier briefings. Afternoons are usually kept for client meetings, site inspection and production meetings.
What advice would you give to somebody starting off?
Think Big. Identify your USP, that unique offering that you can provide to your customers. Research and find something that makes you different and makes you stand out. If there is nothing, create something, market that. Also surround yourself with positive people, good people, who think like you and who support you in your goals. Reward personnel and reward loyalty. Think productively, what is the best use of your time. But be commercially aware all the time
