Episode 427: Turning Competitors Into Partners with Natasha Miller
When the pandemic took Natasha Miller's multimillion dollar events business to zero in March 2020, she rebuilt it by doing deals with the competitors she used to bid against. One of those deals paid her company $12,000 for passing along a $650,000 project it didn't want to take on.
Natasha Miller is CEO of Entire Productions, an experience design, event, and entertainment production company in San Francisco that has been on the Inc. 5000 list three years in a row. She is a classically trained violinist and jazz vocalist, a graduate of Goldman Sachs 10,000 Small Businesses, and an EO board member.
WHAT YOU'LL LEARN:
Corey and Natasha break down three ways to do business with competitors, including white label arrangements, strategic partnerships, and paid referrals, and when each one fits. They also cover why a joint pitch cost Natasha a bid, how partnering helps a certified women owned business compete for larger contracts, and how to staff up for strategy instead of reaction.
NATASHA'S JOURNEY:
Growing up in Des Moines, Iowa, Natasha only ever pictured herself as a performance artist. At 16 she went to a youth homeless shelter on Christmas Day and has lived on her own ever since, a story she tells in her book Relentless.
She built her company the way she built her music career, by not turning down opportunities. Booked for multiple gigs in one night, she started bringing in other groups and managing them, which grew into an entertainment production company and then a full event production company serving clients like Salesforce, Google, Apple, LinkedIn, and Adobe.
KEY INSIGHTS:
Competitors can become partners. Natasha's Bay Area market is collaborative enough that companies who bid against each other also work together, which gives her extra capacity without extra overhead.
White labeling keeps things simple for the client. A two company pitch felt too convoluted, so partners now work under Entire Productions' brand with an email address from her team. She stays accountable for their work, so she only white labels with partners she has known for years.
Referrals turn the wrong project into revenue. Passing a $650,000 team outing to a partner earned a $12,000 check, and Natasha credits her company's reputation for getting the call at all.
Partnering opens bigger doors. Some corporate buyers won't consider a company without the track record of a $15 million or $20 million business, but two partners together can credibly take on a $5 million annual project.
Partners make for better hiring. With white label partners, freelancers, and contractors in place, Natasha can hire for strategic reasons instead of scrambling when big events land.
Perfect for business owners rebuilding after a downturn, service firms that need flexible capacity, and diverse suppliers going after larger contracts.
FOR MORE ON THIS EPISODE:
https://www.coreykupfer.com/blog/natashamiller
FOR MORE ON NATASHA MILLER:
Entire Productions: entireproductions.com
LinkedIn: linkedin.com/in/natashamiller
Instagram: @natashamillersf
Book: Relentless, available on Amazon and Audible
FOR MORE ON COREY KUPFER
Corey Kupfer's LinkedIn
Corey Kupfer's Website
Corey Kupfer is an expert strategist, negotiator, and dealmaker. He has more than 35 years of professional deal-making and negotiating experience. Corey is a successful entrepreneur, attorney, consultant, author, and professional speaker. He is deeply passionate about deal-driven growth. He is also the creator and host of the DealQuest Podcast.
Get deal-ready with the DealQuest Podcast with Corey Kupfer, where like-minded entrepreneurs and business leaders converge, share insights and challenges, and success stories. Equip yourself with the tools, resources, and support necessary to navigate the complex yet rewarding world of dealmaking. Dive into the world of deal-driven growth today!
Episode Highlights with Timestamps
- [00:03:00]Natasha's first deal, getting paid to play the governor's inauguration
- [00:06:00]The business goes to zero in March 2020 and half the team is laid off
- [00:08:00]Passing a $650,000 team outing to a competitor for a $12,000 referral check
- [00:10:00]How white labeling works when a competitor joins your team
- [00:14:00]The joint pitch that confused the client and lost the bid
- [00:18:00]Why certified women owned businesses partner up to win larger contracts
- [00:32:00]The story behind Relentless, from a youth homeless shelter at 16 to entrepreneur
Guest Bio
Natasha Miller is the CEO of Entire Productions, an experience design, event, and entertainment production company in San Francisco that has been named to the Inc. 5000 list of fastest growing companies in America three years in a row. A classically trained violinist and jazz vocalist, she has released seven CDs. She is a graduate of Goldman Sachs 10,000 Small Businesses, has studied entrepreneurship at Harvard Business School and MIT, and is a member of the Recording Academy, ASCAP, SF Travel, and Meeting Professionals International. She is a member of EO in San Francisco, serves on its board, and is the author of Relentless.
Related Episodes
Episode 398 - Leah and Becca Wiser: Building a Business Partnership That Lasts
Episode 420 - Corey Kupfer: The Truth About Business Partnerships
Episode 351 - Corey Kupfer: There's a Deal for That, A Deep Dive into Strategic Deal Types Beyond M&A
Keywords/Tags
Natasha Miller, Entire Productions, partnering with competitors, white label partnerships, strategic partnerships, referral fees, event production, experience design, women owned business certification, supplier diversity, deal-driven growth, Corey Kupfer, DealQuest Podcast
