Expert Columns

Interview with Lana Calloway, President of Exhibit Resources

by Mary Cantando

Mary Cantando of WomanBusinesOwner.com recently interviewed Lana Calloway of Triangle-based Exhibit Resources. Calloway’s company, which provides Exhibit and Trade Show services to organizations worldwide, has received the Pinnacle Award, and Calloway herself has received numerous regional and national awards for her commitment to women entrepreneurs.

Lana, you’ve been a successful business owner for some time now, where did your entrepreneurial nature come from? 

Actually, I didn’t realize that I had an entrepreneurial nature . . . . I never dreamed of having my own business.  I was raised in the culture where women were taught to be teachers, secretaries or homemakers and I envisioned finding a job as a secretary when I finished school.   I took shorthand, typing and accounting courses in high school in preparation for the business world.  The one course I took in high school that sparked an interest was marketing so I suppose that was the initial introduction into the business world.  The marketing class was a member of DECA (Distributive Education Clubs of America) and they taught us skills in interviewing, competitive situations and team-building.  I just checked out their website www.deca.org  and their tag line is:  Developing Future Leaders in Marketing, Management & Entrepreneurship – how ironic is that!  I took that class in high school 36 years ago.

So how and why did you start your company? 

My introduction into the trade show world dates back to 1975 when I was a secretary (exactly as I had planned) in the Marketing Department of Ciba-Geigy, a major agricultural chemical company.  I was eventually given responsibility for managing the company’s exhibit program and fell in love with the whole concept of trade shows and special events.   After working in that corporate environment for ten years I moved to the other side of the desk, working for several exhibit companies throughout my career. 

In 1991 I wanted to make a job change from the small exhibit company that I worked for at the time and there really weren’t many options in the Raleigh area.  Another choice I had was to go back into the corporate world but I just couldn’t convince myself to take that route.  A couple of the clients I had previously worked with as an exhibit account executive encouraged me to start my own business offering to move their accounts with me if I did - that was a tough offer to refuse!  My vision at that time was to have a small consulting business and just work with four or five clients as a trade show consultant . . . but the phone started ringing during that first year in business . . . the rest is history, as they say. 

What is the best decision you’ve made related to your business?  

The best decision, and the hardest I might add, was to tighten the ship after 9/11.  I believe every business was in “survival mode” and as difficult as it was, the survival of the company had to be the main goal and focus.  Cutting expenses, reducing hours, eliminating staff positions, giving up some of the luxuries that we were accustomed to was a painful process.  Those hard decisions are a part of being a business owner too, but they rarely get publicized or discussed openly.

How about your biggest mistake? 

My biggest mistake in business was the lack of understanding financially in how to run a company.  I had 20 years of experience in the trade show industry – but I didn’t have experience in managing a company.   I found out the really hard way about payables and receivables, margins and mark-ups, overhead and expenses, human resources and payroll.  Three years into the business we were extremely busy and I believed that the busier you were the more money you must be making – and nothing could be further from the truth.  It took a major overhaul of our financial business practices to get us on the right track. 

What one thing are you most proud of?

In 2001 Exhibit Resources was awarded the Pinnacle Business Award by the Raleigh Chamber of Commerce recognizing our staying power, growth in number of employees, growth in sales and contributions to the community.  My entire staff was present for the awards ceremony and could share in the celebration of our accomplishments.  That same year Exhibit Resources was also recognized as a Fast50 Award winner by the Triangle Business Journal so it certainly was an exciting year for the company. 

Was there a particular woman who lit the path for you?   

I suppose my Grandmother was one of the biggest influences in my life and I’m sure she never realized the example she set for me.  She grew up in a poor rural community in NC, managed to provide for a large family with little income and minimal education. She was a single Mom back when it was unheard of for a woman to raise a family alone.   With all of the adversity she endured, I can see her in the garden planting, plowing and harvesting food from morning to night, canning and freezing, making jellies and jams, chopping wood and even roofing our house!  She never complained and I don’t remember her ever questioning her role as provider . . . she did what she needed to do to survive and in the process, set an example for me.   

What advice would you give to a woman deciding whether or not to start her own business?

I think any person should do what they love and feel passionate about.  Starting a business based on that passion involves tireless research, planning and goal setting - not to mention a steadfast commitment and resolve towards your endeavor.  There are numerous places to go for business advice and counseling, organizations that can be supportive, and friends and family that can be encouraging when the road gets rough – you must surround yourself with a network of advisors and supporters that you can trust in times of need and celebrate with to share your successes.     

What message would you like women to take away from this discussion?

I believe that women must be aware of the choices they have in life.  We all had some type of dysfunction and adversity in our lives but we have the choice to move beyond that and make our own opportunities.  We can determine what gets us excited about living, and gives us passion and drive and ultimately a sense of empowerment and satisfaction.