New York, NY • May 22, 2012 • Columbia University
On Tuesday, May 22, 2012, Tory Johnson brings Spark & Hustle to take over New York for one jam-packed, high-energy day enabling you to experience big breakthroughs in your business and yourself. You’ll learn, laugh, and leave with a treasure trove of value.
Women attend our events for two main reasons: content and connections.
- Learn fresh ways to build your business and boost your bottom line
- Meet prospective clients, customers, collaborators and champions
That’s the Spark & Hustle advantage—come join us.
Come join us and let’s make it happen together!
Register
**The Lifetime Moms Contest has Closed for New York City**

Here’s what you can expect:
- Ideas are a dime a dozen, so we’ll assess your action steps and execution plans so you know when to pause and when to pounce to make big things happen.
- There’s no time to get tripped up, so we’ll reveal powerful time management techniques and we’ll bust the real fears that may be preventing you from tackling all you want.
- Standing out among the cluttered masses is key, so we’ll plot branding, social media, marketing and traditional PR strategies that actually work to get you noticed by the right people.
- This isn’t a hobby, so we’ll talk openly about money—from readily available funding sources to pricing for profit to sales techniques that are anything but sleazy.
- Going it alone sucks, so we’ll introduce you to the best group of BBFs—business best friends—the people who’ll hold you accountable and fuel your success.
Schedule
Time: Doors open at 8:15 AM for registration and the program will begin promptly at 9:00 AM. Seating is on a first-come, first-served basis so make sure to be on time! The day will conclude at approximately 5:00 PM.
Event Schedule
- 8:15 AM – Registration Begins
- 9:00 AM – Welcome
- 10:00 AM – Morning Programs Begin
- 12:00 PM – Lunch and Activities
- 1:00 PM – Afternoon Programs Begin
- 5:30 PM – Event Ends
- All New York attendees are invited to an exclusive cocktail party from 7pm – 9pm following the conference.
Want to Volunteer? At each event, we have a limited number of spots for volunteers to assist our staff. If you’re interested, you must be willing to arrive by 7am and stay until as late as 7pm. You will enjoy bits and pieces of the event, but you’ll also be assigned a designated role with various tasks that will prevent you from experiencing the program like a registered attendee. It’s a fast-paced day with lots to juggle. If you’ve worked in client-facing roles and aren’t afraid to roll up your sleeves to help execute an amazing event, send us an email to info@sparkandhustle.com telling us about yourself in 200 words or less. Explain why you’d be the perfect volunteer. Include your contact details too. Thanks!
Speakers
BUSINESS BASICS KEYNOTE
Barbara Bradley Baekgaard, co-founder of Vera Bradley
On vacation in 1982, Barbara Bradley Baekgaard and Patricia R. Miller, were awaiting a flight when they noticed a lack of feminine-looking luggage. Within weeks, they created Vera Bradley, which is now a global dynamo valued at more than $1 billion.
- Five words that describe me: “Sometimes wrong, never in doubt.”
- The most daring thing I’ve done: “Had 4 children in 5 years.”
- Little known fact: “I was a professional water skier in Miami Beach.”
HOW I TURNED $1000 INTO A BILLION DOLLAR BUSINESS AND THE 10 LESSONS I LEARNED ALONG THE WAY!
Barbara Corcoran, real estate mogul and Shark Tank star
Barbara Corcoran’s credentials include straight D’s in school and twenty jobs by the time she turned 23. It was her next job that would make her one of the most successful entrepreneurs in the country when she took a $1,000 loan to start The Corcoran Group. She parlayed that into a five-billion-dollar real estate business, which she sold in 2001 for $66 million. She’s the real estate contributor to NBC’s TODAY and an investor/shark on ABC’s reality hit Shark Tank. Barbara bought 11 new businesses on the show, which she’s now shepherding to success.
- Ever want to throw in the towel?: “My Mom told me not to quit my job as a waitress and start my real estate business. She said I was too young and should build my resume first.”
- Five fitting words: “Difficult to live with but lots of fun to work with!”
- When the going gets tough: “I make sure everyone around me is working twice as tight to pull us through.”
- Daring moment: “Bungee jumping – I peed all the way down!”
- Little known fact: “My close friends refer to my husband as ‘Poor Bill.’”
SALES AND SCALE
Liz Lange, Maternity Wear Designer
Liz Lange is a retail and fashion pioneer. In 1997, out of a one-room office, she created Liz Lange Maternity, changing forever the face of maternity fashions. A decade later in 2007, after dressing every major pregnant celebrity, forging license deals with Nike and Target (today, Liz Lange for Target is the exclusive maternity department at Target locations), and opening three flagship Liz Lange boutiques, Lange sold her business though she continues on as the face of that brand. She is the author of Liz Lange’s Maternity Style: How to Look Fabulous During the Most Fashion-Challenged Time (Random House, 2003). This year her first ever non- maternity clothing collection, Completely Me by Liz Lange debuted exclusively on HSN. She is the co-founder of the popular woman’s shopping site, Shopafrolic.com.
@lizlange
Lisa Price, founder of Carol’s Daughter
From humble beginnings in her Brooklyn kitchen, founder of Carol’s Daughter, Lisa Price transformed her beloved hobby of mixing up fragrances and creams at home into a multi-million dollar beauty empire.
- Ever want to throw in the towel?: “Oh, there were so many of these times, but the thing they all have in common is when the work just seems too hard, and you are confused and you just don’t know what to do…I was fortunate enough to have people around me to talk me in off the ledge and to remind me that ‘this too shall pass.’ I needed to stop and breathe and relax so that my mind could clear itself and I could remind myself that I did know what I was doing and that I had worked too hard to quit now.”
- When the going gets tough: “Hide in bed with Doris Day movies and Mallowmars.”
- Little known fact: “I love to be at home. I can stay in my house all the time and cook and bake and be crafty and read and watch old movies. I like cleaning out the closets and re-decorating and organizing and being a wife and mother. I don’t really get to do those things as much as I would like, but I think when people see a business woman, they don’t necessarily think that she could also be a homebody at heart.”
Laura Geller, makeup artist and QVC-queen
Makeup artist, entrepreneur and QVC-queen Laura Geller knows what today’s woman wants – multi-tasking, easy-to-use products that deliver fabulous results, each and every time. A true innovator, Laura Geller has pioneered the “Baked” category and her hand-made-in-Italy Baked Collection of products rank among the lines best-selling items.
- Super fact: Laura has over 600,000 loyal customers in the US and when Laura is on air at QVC she gains about 4-5 new customers per minute!
- Little known fact: “Since I was very young, I found myself taking care of all my family. I love that I can be that person still today that family and friends can lean on. I am much more comfortable in that role than letting people take care of me.”
HOW TO SECURE SPONSORSHIPS
Risa Goldberg, co-founder of Big City Moms
Founders and sisters, Risa Goldberg and Leslie Venokur, created Big City Moms eight years ago with weekly events for working moms. Big City Moms is the most trusted destination for moms, moms-to-be and families. Moms and brands alike rely on Big City Moms as their #1 resource for connecting through a variety of special and customized events. Today, Big City Moms has over 100,000 members, a strong social media community, events every day and a trademarked “Biggest Baby Shower Ever!” event which attracts a sold-out crowd of new and expectant moms looking to find the latest and hottest essentials for a modern parenting lifestyle.
- Five fitting words: “Workaholic, grateful, passionate, driven and family-oriented.”
- Little known fact: “I can beat anyone, anytime at Ms Pac-Man.”
BRANDING
Noha Waibsnaider, founder of Peeled Snacks
Noha Waibsnaider knows just how good, and bad, your food can be. Raised in the Middle East and Argentina where people enjoy fresher, healthier diets, Noha co-founded the Global Social Venture Competition at Columbia Business School, a $1.5MM initiative promoting businesses with a positive social and environmental impact. She came up with the idea for Peeled Snacks while working at Unilever’s Health and Wellness group.
- Ever want to throw in the towel?: “The recession hit and our bank recalled our credit line (in spite of consistent timely payments), when the business was already running on fumes. But then, Starbucks called and asked us to join their new healthy snacks initiative. That opportunity turned the tide for our company and made Peeled Snacks available everywhere you need a snack.”
- When the going gets tough: “I call my husband and have a meltdown. He’s also Peeled Snacks’ head of sales, a great listener and an eternal optimist.”
Sarah Caplan, co-founder of FootzyRolls
Jenifer and Sarah Caplan never thought bruised feet and uncomfortable heels would help them to become designers. After viewing a behind-the-scenes show with Oprah and listening to her suffer and complain about the pain of heel, Sarah realized this problem was widespread and she invented Footzyrolls, the rollable shoe.
- Ever want to throw in the towel?: “I had a very stressful situation with my delivery of Fall 2011 shoes. Many of my shoes came in wrong and were not wearable. Certain stores started returning the goods. I thought that my company was going to go out of business because our product was not up to the standards I had sold.”
- Little known fact: “I was a VP at JPMorgan and I chose to leave it all behind to follow my dream as an entrepreneur. I’m a secret matchmaker. I meet people in restaurants and in the street and set them up with my friends all of the time. I just had a couple get engaged because I set them up.”
Mica May, founder of May Books
Logo designer, Mica May was always a notebook junkie, but couldn’t find the perfect one. On a whim, she began designing them for herself, with patterns and insides she wanted. Clients and friends wanted them too, so she threw some patterns online and May Books was born nearly overnight.
- Ever want to throw in the towel?: “My current printer wasn’t able to handle the volume we were doing and my stitcher moved oversees. I was exhausted and was ready to give up. I had to find a large printing facility that I could trust that could meet my challenge. I flew all over the country and finally found an incredible printing partner that believed in me and was willing to produce from 1 to 100,000+ at a time. Whew!”
- Little known fact: “I have a 3 year old and a 2 year old. My oldest Jackson was born with Down syndrome and has forever changed my family. He has taught me the power of a smile, the simplicities of life, and makes me slow down. I’m a fast paced gal, and I love that my Jackson reminds me that there is nothing more important in the world than just loving those around you for exactly who they are. I hope I can show others how to love and respect all people, no matter what they look like or how they act.”
MISTAKES WORTH MAKING
Michael Alter, president and CEO of SurePayroll, Inc.
Michael Alter is responsible for the overall business model development, strategic planning, and day-to-day operations for SurePayroll, Inc., the leading online payroll provider. He joined SurePayroll in 2000 after more than five years with McKinsey and Company. A nationally recognized spokesman on small business issues, Alter is also a columnist for INC.com and appears regularly in media outlets nationwide, including Bloomberg TV, the Wall Street Journal and Entrepreneur magazine.
- Ever want to throw in the towel?: “Early on, we had a difficult time finding funding. It seemed like an uphill climb but we knew we really had something so we regrouped and focused on finding funding right in our own backyard. Chicago has such a fantastic entrepreneurial climate. In terms of that towel…we may have wrung it out a few times…but we were not throwing it in.”
- Five fitting words: “Tenacious, optimist, adventurous, personable and humble.”
- When the going gets tough: “I reflect, review, revise and rally the troops!”
- The most daring thing I’ve ever done: “Riding on the back of an elephant in the mountains of Thailand. It wasn’t a smooth ride!”
- Little known fact: “My fourth grade teacher told my mother that not every child can go to Harvard. My mother didn’t believe her – and neither did I. Fortunately she wasn’t on the Board of Admissions for my Harvard MBA program.”
ENGAGEMENT MARKETING
Wendi Caplan-Carroll, sr. regional director, Constant Contact
Wendi Caplan-Carroll is a marketing expert, specializing in developing and implementing marketing strategies for businesses and organizations spanning a variety of industries. Wendi uses her expertise to provide coaching for small businesses on best practices of email and social media marketing.
- Ever want to throw in the towel?: “When my 12-month adoption process turned into 36 months.”
- When the going gets tough: “I get super competitive.”
- The most daring thing I’ve ever done: “Become a first-time mother at the same age my friends were attending their kids’ college graduations.”
CROWDFUNDING FOR SMALL BUSINESS
Slava Rubin, founder and CEO Indiegogo
Slava Rubin is a founder and CEO of Indiegogo (www.indiegogo.com ), the world’s open funding platform. Since its founding in 2008, the site has distributed millions of dollars to over 50,000 campaigns globally. Anyone in the world with passion can fulfill their dreams and fund creative, entrepreneurial, or cause campaigns.
- When the going gets tough I: “Take the next steps forward”
- Little known fact: “I speak Russian.”
MUSCLE MARKETING AND PR
Tatiana Byron, founder of The Wedding Salon
In 2004, Tatiana Byron partnered with Martha Stewart to launch The Wedding Salon, which produces one-day events, structured to look and feel like a luxurious wedding, that consistently attract thousands of brides-to-be, celebrities and socialites from New York, Miami, Los Angeles and Chicago.
- Ever want to throw in the towel?: “I started the company with Martha Stewart Weddings as my partner. I thought I was golden and was promising 1,000 brides for my first show. I put my life savings into a comprehensive ad campaign. One week before the show, we had 12 tickets sold. I seriously thought I would have to pull the plug as I had no brides for the 120 vendors in the show.”
- The most daring thing I’ve ever done: “Flying off to India two weeks after reading an article about a spiritual retreat in Departures Magazine.”
Lyss Stern, founder of Divalysscious Moms
Founded by New York City mom Lyss Stern, Divalysscious Moms was born to bridge the gap between a glam, pre-baby lifestyle and a post-baby life where there are more midnight feedings than midnight soirées.
- When the going gets tough: “I get tougher.”
- The most daring thing I’ve ever done: “I made being a mom my business. I had a lot of people question my decision to leave teaching to start Divalysscious Moms, and it’s scary making such a major life change with little support. But I knew in my gut and hear that it would work, so I went for it.”
Nicole Feliciano, founder and editor of MomTrends
This speaker was selected by LifetimeMoms.com.
Nicole Feliciano is the founder and editor of Momtrends.com—an online resource for moms craving a fashionable and fabulous life. Nicole graduated from Vanderbilt with a degree in English Literature, and spent a decade working in fashion—most notably as an executive with Polo Ralph Lauren. Nicole has become a sought after lifestyle expert on television and is in demand as a product spokesperson for brands such as Avon, LOFT and method home.
- Ever want to throw in the towel?: “I got the 1000th pitch letter addressed to Dear Mommy Blogger,…”
- When the going gets tough: “I go running.”
- Little known fact: “I eloped in Bhutan.”
5 STRATEGIES TO BOOST YOUR HAPPINESS AND CONFIDENCE
Gretchen Rubin, New York Times bestselling author of The Happiness Project
Gretchen Rubin is the best-selling writer whose book, The Happiness Project, chronicles her year-long journey test-driving studies and theories about how to be happier.
- Ever want to throw in the towel?: “I couldn’t figure out how to upload an image into my blog when I was starting out.”
- Five fitting words: “Red-haired, left-handed, caffeine-addicted, workaholic, bibliophilic.”
- When the going gets tough: “I go to bed early.”
EXERCISE ON BRAND IDENTITY
Shawndra Cox, founder of Out of Proportion Studios (OOPS)
This speaker was selected by Intuit GoPayment.
For Shawndra Cox, it all began with an official Bob Ross oil painting kit at the age of 6. From there, she developed her passion for visual arts and communication. Today, she runs her own studio assisting other entrepreneurs and small businesses by strengthening their brands and visually establishing them in the marketplace.
- When the going gets tough: “I get creative.”
- Little known fact: “Sometimes, I pretend that I’m in a quick-fire challenge on Bravo’s ‘Top Chef’ while making dinner.”
TABLE HOSTS FOR INFORMAL LUNCH DISCUSSIONS ON SPECIFIC TOPICS:
How to Profit from Presentations
Jenn Lee, www.coachjennlee.com
National speaker, small business advisor, media correspondent and life coach, Jenn Lee isn’t letting anyone or anything stop her from helping Americans shift their thinking, boldly move forward and bring sanity back into their everyday lives! Right to the point with a good dose of humor, Jenn’s authentically honest approach and down to earth tips quickly landed her a regular spot on Orlando’s FOX Morning show, BLOG talk radio shows and as an on-line contributor for Working Mother Media.
How to Rock Retail & Drive Sales
Tierra Destiny Reid, founder of Stylish Consignments
Meet Tierra Destiny Reid and you instantly feel the passion, energy, wit and smarts that make her an undeniable, authentic force in life and business. As a successful Retail Store Owner of www.stylishconsignments.com and a highly sought after sales negotiator and advisor, Tierra is a force that attracts a solid following of leaders in business. She is a contributing author to School for Startups and ShoestringVenture.com’s Startup Bible Blog and the author of the upcoming Close The Deals or Close The Doors. Learn more at www.TierraDestinyReid.com.
@TierraDestiny
How to Create and Leverage Events
Risa Goldberg, co-founder of Big City Moms
Founders and sisters, Risa Goldberg and Leslie Venokur, created Big City Moms eight years ago with weekly events for working moms. Big City Moms is the most trusted destination for moms, moms-to-be and families. Moms and brands alike rely on Big City Moms as their #1 resource for connecting through a variety of special and customized events. Today, Big City Moms has over 100,000 members, a strong social media community, events every day and a trademarked “Biggest Baby Shower Ever!” event which attracts a sold-out crowd of new and expectant moms looking to find the latest and hottest essentials for a modern parenting lifestyle.
- Five fitting words: “Workaholic, grateful, passionate, driven and family-oriented.”
- Little known fact: “I can beat anyone, anytime at Ms Pac-Man.”
Turning Social Media Networking into Connections in Real Life
Rachel Blaufeld, founder of Back’nGrooveMom
Online Distribution & eCommerce Strategies that yield results: How to establish profitable businesses on eBay, Amazon, Buy.com and other marketplaces
Jessica Lesesky is a seasoned ecommerce business development, sales and marketing executive with over 7 years of experience assisting brands such as Nike, PETCO, Eddie Bauer and Lucky Brand Jeans execute profitable online marketing strategies. Most recently Jessica has been managing the sales and marketing efforts for Barnes & Noble’s expansion into new product categories. An entrepreneur at heart, Jessica has self-funded two of her own startups and enjoys helping new businesses develop and implement their sales and marketing efforts.
@jessicalesesky
Forming a Mastermind Group
Cindy Morrison, Social Media Strategist
Emmy-winning journalist Cindy Morrison teaches everyone from network TV journalists to corporate CEOs how to strategically use social media to build brand loyalty, raving fans and their bottom line. Her social media savvy has been highlighted on national media like CBS’s “The Talk” & The Washington Post and she’s even helped create social media buzz at star-studded Hollywood fundraisers.
@CindyWMorrison
Charisma! Presentation to Profit: Command The Stage, Conquer The Camera, & Cash In On Your Charisma
Ruth Sherman, Founder Ruth Sherman Associates LLC
Ruth Sherman works with CEOs, celebrities and small business entrepreneurs to help them become great speakers, presenters and media darlings so they can reach more people faster, get more notice and get more business. Ruth travels the world teaching clients how to use their inner charisma to drive their presentations to deliver profits. Two of her clients have won Oscars and one, the Pulitzer Prize! She just finished working with the cast of a major motion picture that opened this year’s Cannes Film Festival (and opens at a theatre near you this week!).
@ruthsherman
BONUS EXPERTS: Benefit from the expertise of lunchtime table hosts who will share deep knowledge on specific topics with attendees. You’ll have the option to choose the table of your choice.
Sponsors + Vendors
Meet directly with our sponsors and vendors at this event!
National Sponsors:

Receive exclusive weekly offers and rewards just for buying the supplies you need most with MaxPerks Bonus Rewards
Local Sponsors:
Vendors:
If you’d like to become a sponsor or vendor, contact us today.
Partners:
Travel
Columbia University, Alfred Lerner Hall
2920 Broadway
New York, NY 10027
(212) 854-5800
Parking: You may park on the streets around campus or use the local parking garages. Click here for a listing of local parking garages.
Suggested Hotels:
Aloft Harlem
2296 Frederick Douglas Boulevard
New York, NY 10027
(212) 749-4000
Click here to visit the Aloft Harlem website.
We’ve negotiated rates just for you!
Standard King are available for $199 per night.
To reserve your room, call reservations (866) 961-2995 and mention the group code SPARK or click the link to book online https://www.starwoodmeeting.com/Book/SPARK.
Register today to reserve your room. Space is limited.
On the Ave – NYC
2178 Broadway at 77th Street
New York, NY 10024
(212) 362-1100
Click here to visit the On the Ave website.
We’ve negotiated rates just for you!
Standard Queen or King are available for $369 per night.
These rates are available until April 21, 2012 or until all rooms are filled.
To reserve your room, call the hotline (800) 509-7598 or the hotel (212) 362-1100. Don’t forget to mention our group name – TORY JOHNSON’S SPARK & HUSTLE – to receive the exclusive rate.
Register today to reserve your room. Space is limited.
The Lucerne
201 West 79th Street
New York, NY 10024
(212) 875-1000
Click here to visit the The Lucerne website.
Standard Single Queen starting at $309 for the first night/$350 for the second night.
Standard Double Queen starting at $339 for the first night/$380 for the second night.
*Minimum of two night stay required.
Suggestion – Many times using a site like KAYAK can provide a better rate. If you have a question regarding the proximity of the hotel to the event location, it’s best to call the hotel.
Host!
If this describes people you know, then we’d love for you to join the Spark & Hustle Host Committee and become one of Tory’s Top 20 at the event in your area.
It’s pretty simple: register yourself for at least one event and then refer registrants by reaching out to the people you know and believe would benefit from attending. (We’ll gladly send you tips on how to easily accomplish this.)
As a token of our appreciation, we’ve created a sensational benefits package to honor your support.
If you’re interested and ready to rock, please send an email to host@sparkandhustle.com letting us know which event(s) you’ve registered for and include your name, email, phone, location, a bit about you personally and professionally. Also tell us why you’re an ideal Spark & Hustle host to join Tory’s Top 20. You’ll hear back within 24 hours tops.
FAQ
Call: 212-290-2600
Email: info@sparkandhustle.com
How long will tickets be available?
Tickets are available on a first-come, first-served basis and space is limited in each location. We cannot guarantee that tickets will be available until a certain date.
Will food be provided?
Lunch, light snacks and beverages will be provided. Be sure to have breakfast prior to arriving to the conference as it will not be served.
What should I wear?
Our event is business casual. No sweats, sneakers or sloppy attire! Check Accuweather.com the night before you pack.
What should I bring?
We suggest you bring business cards and/or any other marketing materials that might be helpful when networking with the other attendees. You never know who you’ll meet, but we know incredible connections are always made. If you have a laptop, you’re welcome to bring it, but it’s by no means necessary.
Is early check-in available?
No, registration will open at 8:15 AM. Entry is not permitted prior to that time.
What if I’m late?
The conference will begin promptly at 9:00 AM and we strongly recommend that you arrive on time so as not to miss any of the sessions! However, if you do arrive late, (these things happen!) don’t worry, registration will remain open from 8:15 AM – 5:00 PM.
Will the conference be available on DVD?
No, the conference will not be available on DVD. Designed to be highly interactive, Spark & Hustle conferences are in-person events only. We’ve selected 20 cities around the country to make it easy for everyone to experience the Spark & Hustle energy!
Will I be able to re-enter the event if I need to step out for a moment?
Yes, just make sure your name badge is visible. This will allow conference staff to confirm that you are a registered attendee of the event.
Are cameras allowed?
Yes, but we have one rule around here about cameras – and we’re pretty strict about it. You may only post photos of us that look good! No half-closed eyes, no double-chins, you get the idea. And we’ll do the same for you. Our staff will share photos of you looking your absolute best. Deal? Deal.
Are cell phones allowed?
Yes, but we ask that you kindly turn your phone to silent before entering the event out of respect for our speakers and for your fellow attendees.
Are laptops allowed?
Yes, but we cannot guarantee that the venue will have wireless internet. Please contact a Spark & Hustle team member at (212) 290-2600 for questions on internet availability in a specific location.
Can men attend?
Men are welcome and encouraged to attend Spark & Hustle!
Will the event have wheelchair access?
Yes, all event spaces have wheelchair access. For questions about accommodations for the impaired, contact the Spark & Hustle team at (212) 290-2600.
Can I cancel my ticket if I’ve already paid?
Since space is limited at each of our events, we do not offer refunds if you opt not to attend. You may transfer your fully paid ticket to another person as long as it’s prior to five days before the event start.To make any kind of transfer, you must notify the Spark & Hustle event management team by phone at 212.290.2600 or email at info@sparkandhustle.com. Your request is not confirmed until you receive an acknowledgment of receipt from our staff. By registering for an event, you acknowledge that you understand and agree to these terms.
Can I purchase tickets on site?
No, tickets must be purchased online.

























