In the next installment of the new series under the heading of “GRO Greater”, which focuses on all-things-entrepreneurial in St. Helens and beyond, in Columbia County, we spent time with Hayley Starkey, business owner of Beyond the Forest Events LLC in St. Helens, for insights into her entrepreneurial journey and some lessons learned.
Describe for us what it was like when you first had the idea to start Beyond the Forest? Was it a lightning bolt or something that developed over time? Was there an aspect you couldn’t stop thinking about?
Starkey: The reason behind my venture into Beyond the Forest stemmed from my personal encounters with wedding vendors. Our wedding expenses exceeded our financial capabilities, resulting in two years of marriage burdened with debt.
I felt that that situation didn’t need to be the case; we couldn’t be unique – there must be a need.
Being a florist and hobbyist photographer, I devised a comprehensive five-year plan to generate sufficient financial momentum. This plan aimed to cover all the necessary licenses required to establish a comprehensive event business. We commenced our journey by offering local home-based occupancy and private chef services, gradually expanding to encompass catering, bartending, coordination, floristry, DJ services, officiating, and photography.
What were the first things you did, the first steps you took to establish your business?
Starkey: To kickstart my business, I leveraged my expertise in the services I excelled at and provided heavily discounted or even free services to garner reviews and generate word-of-mouth traction.
Additionally, I actively engaged with networking and social media groups within my industry, allowing me to observe and learn from the experiences, successes and challenges faced by other businesses in the field.
What are some ways you’ve continued to evolve your brand and product offerings?
Starkey: I adopted a crowd-sourcing approach to gather information on the needs of our community. Building an event business amidst a pandemic, where events were legally prohibited, provided me with a unique perspective.
This experience enabled me to identify the weaknesses within my industry and diversify our offerings accordingly. For instance, we expanded our services to include a coffee shop and the provision of flowers for every occasion – not just weddings, which were my original motivation/impetus. Every business concept evolves, and that’s one way that ours did.
What need or demand did you see, or find, in the community that launching this met?
Recognizing the shared desire among low-income households in Columbia County to embark on a debt-free journey into marriage and life. I realized the need to address this demand, not only within myself but also within the community. And I’ve found that to be valid – or validated – and its the basis for my business.
Knowing what you know now, if you could go back and give beginner-business-you advice, what would it be?
Seeking professional guidance. I enlisted the assistance of a business lawyer to navigate the establishment of the most suitable business licenses and structures. This collaboration ensured optimal tax structures and efficient bookkeeping practices. A business idea and the passion for it are absolutely essential, obviously. But it’s a business, too, so get started right.
Hayley Starkey is a panelist for the upcoming GRO Event Series “Entrepreneur2Entrepreneur” on June 25th at Crooked Creek Brewery featuring stand-out local food founders that include owners of Crooked Creek Brewery, and Elemental Acres/Elemental Eats, Sabor Mixto & More.
The GRO Greater St. Helens column appears monthly and covers topics associated with all things entrepreneurial. Find more information on their Facebook.
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