Why We JoinThe Role of Personal
Invitations in Building Business Networking
Groups
Steve BrewerDecember 18, 2002
Worthy of My Attention
Meet Weekly to Exchange Leads
Growing Movement1,000 Groups in 19975,000 Groups Today50 Groups in Twin Cities
My Experience as a Group Member
Our Group Was Successful
New Group Struggled to Grow
No Plan for Growth
Worthy of Research
My Research
ProblemNot All Groups SucceedingNo Data for Decision Making
Personal Invitations vs. Other Methods
Research Question
Are Personal Invitations More Effective Than Other Marketing Methods for Building Twin Cities Business Networking Groups?
Literature Review
Research by Taylor (2000)
Old Boy Networks
Success of Informal Networking Groups a Function of Size
Findings – Operating Rules
For-Profit Organizations
One Member Per Industry
High Member RequirementsMust Be Voted InAttendance/Lead Passing
Findings – Source of Guests
50% of Guests Come from Personal Invitations
Remainder of Guests From Other Sources
Newspaper ListingsTrade ShowsWeb Sites
Written Surveys
17 Groups
40% of all Twin Cities Groups
Median Group Size - 10 members
Sample Size – 208
32 Questions
Did You Visit Any Other Networking Groups Before Joining This Group?
No Other Groups 54%
1 or More Other Groups
44%
Are You a Member of Any Other Networking Groups Similar to This Group?
One Group Only 49%
Formerly Member of Other Group
24%
Two or More Groups 26%
How Did You First Learn About This Networking Group?
Personal Invitation 73%
Newspaper Listing 4%
Trade Show 2%
Web Site 2%
I Am Group Founder 4%
Since You Have Been a Member, How Many Guests Have You Invited to the Group?
41%
16%23% 8%11%
0%
20%
40%
60%
80%
100%
0 1 to 3 4 to 6 7 to 10 > 10
Number of Guests Invited
Who Has Invited More Than 3 Guests to their Group?
38.5%
50.3%
0%
20%
40%
60%
80%
100%
Large Small
Members of Groups
The New Business I Generate From This Group Has:
Exceeded My ExpectationsMet My ExpectationsFailed to Meet My Expectations
Exceeded Expectations
40%
Met Expectations 38%
Failed to Meet Expectations
21%
Who Is Meeting or Exceeding Expectations for New Business?
83.6%
63.4%
0%
20%
40%
60%
80%
100%
Large Small
Members of Groups
Research Question
Are Personal Invitations More Successful than Other Marketing Methods for Building Twin Cities Business Networking Groups?
Yes
Conclusions
Inviting Guests Is Crucial for Building Groups
Larger Groups Are More Successful
More ReferralsMore Revenue
Create a Welcoming Culture