is an event arranged by So Stockholm and Maria Forssén with an aim to promote people, companies and phenomenon that are ahead of their time and have the potential to conquer the world. Trendgalan celebrates entrepreneurs and entrepreneurialism in an endeavour to encourage entrepreneurialism and bring forth good role models.

The speakers were many. They were eager to share their viewpoints,they were inspirational, informative and thought-provoking.
And as always, with any event organised by Maria Forssén - you don't walk away empty-handed. The goody bags given out always leave me thinking she must have a fantastic network of people ready, willing and able to support her projects!

Today I came a long to the Fair purely to listen to Sofia Bergenstjerna and Frida Haavisto tell their story. Despite having been a member of their www.driftig.nu for about a year I knew nothing of the story behind it.
After completing their university studies these girls did not follow the flock into well paid graduate positions but instead carved their way to a successful future, a future with a difference. These two southerners (based in Göteborg) started with nothing but energy and a desire to be entrepreneurs. A year later they had a very successful and very popular event with over 10,000 visitors (flea market) behind them and were ready for their next challenge.

The final result: Beautiful Business, with the founders being perfect role models for their company. Today their concept consists of :
➢ a book with inspirational stories about women in business
➢ www.driftig.nu with 4,000 members they are Sweden’s largest network for women running their own business, or wanting to
➢ consulting
➢ inspirational seminars
➢ a speaker network Beautiful Business Inspiration brokering other inspirational female speakers
➢ A Foundation to support women setting up businesses in developing countries
➢ Beautiful Business Awards sponsored by Örlings PricewaterhouseCoopers

Along the way they have broken laws, faked their identity, exaggerated the truth, gained publicity for their fair booths, resulted in the creation of a new law, bribed journalists with chocolate and paid their accounting fees with muffins!!

Driftig (www.driftig.nu) translates to enterprising and there is no doubt they describe themselves. According to Sofia and Frida, enterprising women have self-confidence, courage and the ability to turn adversity into prosperity. They are clever marketeers, sales-sassy and have a solid, potentially original business model. Do you know anyone who fits this description? Voting for the 2009 BB Award is open until November 10th :

Sofia and Frida are unconventional, inspirational and very much a source of Beautiful Business!

Went along to the fair today and had a look around, listened to a seminar and saw the award presented for New Business of the Year.

When I went last year I found it very useful and took the opportunity to suck up information like a sponge. This year I found there to be fewer exhibitors and less interesting seminars - hopefully it is only because I don't quite have the same need for information. On the otherhand I know now exactly what I need and was more able to make use of those who were there, even if I was missing those who weren't.

One thing that struck me is there seem to be a massive increase in web-based services - business networks, financial services, web designers, business associations etc etc.
A sign of the times? Or people getting in on a growing market?

Interested? Check out the video blog (in Swedish).

Kreafon, a Gothenburg-based advertising agency, had a blog entry today that was perfectly timed for my ears (or eyes).

The advice to entrepreneurs came from this year's Business Woman/Women of the Year winners Marie Höckerman och Britt Hörding, founders of the clothing company Lingon & Blåbär.

It was as follows:

1. Be prepard to invest a lot of time, strength and energy. If you are not prepared to do that then there is no point starting your own business.
2. Have a clear and concise goal, a sustainable business idea and think through what you want to achieve with your company, as well as what your vision and mission are.
3. Believe in yourself. There is no such thing as luck, but rather that which you create, you do with your own strength.
4. Be prepared to go without much of a salary for a while. It is possible to survive on black pudding and pyttipanna in the meantime.

Just what I needed to hear, and be reminded of!