Leadership Case Study #2

SITUATION

In 2004 I created a not-for-profit organisation specialising in live music events to raise awareness and revenue for animal welfare.

 

OUTCOME

I created a team of 100 people in Melbourne and Sydney within 6 months, including 16 direct reports. The experience levels of the team members ranged from the Sponsorship Manager at The Australian Grand Prix, and senior other executives, to university graduates. All team members donated their time for free. 

 

Together, we Generated $50k in seed capital from the RSPCA, tentatively booked the Sidney Myer Music Bowl in Melbourne and the Sydney Domain and were in direct contact with international tour managers. We established a mentor relationship with Carl Gardiner (Managing Director of Mushroom Marketing), as well as engaged the pro bono services of six professional organisations encompassing legal services, PR, merchandising, design, sponsorship, and a record label. 

 

We eventually made a commercial decision not to proceed with the international event due to untenable levels of financial exposure. We continued producing smaller scale events with a reduced team.