The truth about the new business women's networks

Every week, my inbox is laden with an invitation from a new women's business networking group promising me connections, great speakers, door prizes and an online community that can help my business thrive.

Over the past five years, I've seen a sharp increase in the number of women's networking groups that have sprung up around the country. A mere 15 years ago, there were barely a handful to choose from. Now, it seems that every time I turn around, there's a new business women's networking group being launched.

The big three
In a previous post, I've talked about three national business women's networks: Women's Network Australia, Business Chicks and the Australian Businesswomen's Network.

While these three national networks dominate the market, there are other dynamic networks such as Network Central (which has events in Sydney and Melbourne); and also smaller networks that operate on a more suburban or regional level.

The new players
However, in the last couple of years, there have been new players in the mix. And these networks have been spearheaded by corporations keen to tap into the influential and powerful business women's market.

Think Westpac's Ruby Connection; Commonwealth Bank's Women in Focus program; and the Dell Women Entrepreneurs' Network.

But do these networks really work? Or are they just vehicles to push more home loans or sell more computers?

Let me start me saying that I'm a member of all three. And, like the traditional networking groups listed above, they typically hold a combination of "live" events, while hosting an online community so that members can connect with each other easily.

Katie Mihell is head of Women in Focus at Commonwealth Bank. She says: "Our aim is to be the number one Bank for women in business, through a strategy to inspire, inform and connect. In order to achieve this, we knew we needed to be in the community of business women, to better serve them through listening and engaging, and not just transacting."

Creating community
To this end, Women in Focus holds occasional events and hosts an online portal featuring articles, blogs and ways to connect with other members. "This platform also gives our clients an opportunity to promote their business through their business profile, or through the contribution of content such as articles, discussions, business offers or events. At least half of our content is currently generated from the community, so there is a real sense of ownership in the community to drive its direction."

Members of Women in Focus do not have to be customers of the Commonwealth Bank.

It also hosts an annual conference; held in Broome in 2010 and Byron Bay in 2011. "We have found that the deepest relationships form when you remove women from the stresses of their day to day business and family environment and give them the opportunity to learn and reflect in the company of like-minded women," says Mihell.

"Last year we had our inaugural conference in Broome and at that conference we met Tahnee Walters of Spotted Cow Cookie Company. Tahnee literally became our poster woman for the tangible successes that are created when you give a woman the confidence and the support network to move forward into new business territory. Tahnee has since expanded and taken her cookies into coffee chains, Rex and Virgin Australia airlines and that is exactly the success we love to see and share."

As a member of Women in Focus, I can say that there has been no hard sell, no product pitches and no pressure to become a customer of the bank. When you think about it, it's smart marketing. Associate your brand with a nurturing environment and positive experiences, and you'll be top of mind when your customer finally is ready for a new financial product.

A global network
No doubt, this is part of the strategy of the Dell Women's Entrepreneur Network (DWEN). Again, this network is short on product push and long on providing useful networking experiences. However, here the reach is global.

Deborah Harrigan is general manager for Dell‚ Consumer and SMB Division, Australia and New Zealand. She says: "The DWEN community was established to grow and nurture a global peer group of like-minded female business owners and entrepreneurs who continue to exchange ideas, mentor each other and do business outside of DWEN related events and activities."

In addition to an active LinkedIn Community called Women Powering Business, DWEN is rolling out a number of networking events across Australia. "At these events, we'll be holding sessions around honing your business pitch for media, investors and customers, as well as on how to join or recruit members to a board," says Harrigan.

It also hosts an annual conference for female founders and CEOs. Last year's event was in Shanghai, China; this year's even was held in Rio de Janeiro, Brazil. In 2012, this will be in Delhi, India.

DWEN is hosting an event in Sydney called "The Entrepreneurial Incubator‚" which focuses on increasing confidence when pitching to potential customers, partners, vendors, investors and press. This is on Tuesday 6 December at 5.30pm to 8.30pm at the Sky Venue (top of Sydney Tower), Westfield Centre, Market Street, Sydney.

You must be a female business owner, founder, CEO or managing director of a company. RSVP to Matthew Bartolo by calling 02 9818 0956 by 25 November.

In addition to this event in Sydney, it is also holding events in Melbourne and Perth and other locations across Australia in 2012. These dates have not been announced but will be updated on the LinkedIn community page.

The future of women's networks
When these networks first started, I was dubious about whether they would hold their own against each other - and against the traditional networking groups.

While it sometimes seems like we are reaching saturation point with the number of women's networks there are in the market, I'm sure we are going to see a rationalisation in the next couple of years. It will be a case of survival of the fittest.

It's still too early to be able to tell if they will survive the test of time but I believe that two things are vital. The ones that will succeed will need:
* strong leadership
* a real commitment to understanding small business issues.

As a small business commentator, I've been around the small business space for years. I've seen too many instances where large corporations try to tap into the small business market by thinking that we'll be impressed if we're given access to the brains of economists, forex traders and big business resources. It doesn't work that way. In fact, that kind of thinking is likely to show that you're out simply of touch.

Sure, those resources can sometimes be useful but the women's networks that will truly thrive are the ones that will take the time to understand the real issues and pressures faced by female entrepreneurs.

In the meantime, if you are wondering which one to join, why do you have to choose? Sample them all. Before you moan about how little time you have, just remember that joining takes all of about 30 seconds. Then browse around what each network has to offer and see which ones resonate with you.

I don't have a crystal ball to predict the ones that are going to last the distance (although I have a strong hunch), but you can be creating valuable connections in the meantime. Because remember, when it comes to creating opportunities in business, it's never what you know, it's who you know.

Follow Valerie Khoo on Twitter @valeriekhoo