Who We Are

Back in 2011 before we started work on the predecessor to The Sweet Lemon Bakeshop, we looked around at all our professional friends and asked who worked the hardest and were in most need of tools to help them. And we immediately thought of event professionals.

At the time, the tech industry had been slow to offer new apps and software innovations for the events industry. Coming from the marketing sector, co-founders Donna and Henrietta were already very familiar with event marketing and experiental marketing (via live events), so they started talking to all their peers in event and venue management about what would help them do their jobs better. We heard that they needed a better way to manage the hundreds of details that swirl around every event (vs. juggling lots of spreadsheets and emails, which is what they were doing). They wanted something to help smooth out their workflows. They wanted to automate processes that sucked up lots of time. And they wanted something that was easy to use because they simply didn’t have time to learn a big piece of software.

We got our start from that first burst of feedback, and we have been building onto that ever since.

Also, to be perfectly honest, we are entrepreneurs ourselves (like many of our customers) and have run our own businesses for the last 10 years, and we are always looking for ways to save time and take crappy busywork off our own plate. So we take it as a personal challenge to create solutions for event pros that also simplify your work life so you can focus on what you love … creating amazing, enriching events!!!

What We Believe

Our philosophy is that any piece of software, no matter how good it is, can always be better. This is why we constantly encourage our observant users to take an active role in providing us with feedback and input. It’s why we listen to them so intently. And it’s why we are constantly making improvements to our tools.

What many software companies don’t realize is that the secret ingredient to better tools is the collective insights of their customers. Having built many online applications over the last decade or so, we understand this. In fact, it’s almost part of our DNA at this point.

So we also consult with an advisory board of event professionals and industry experts who serve as a sounding board of what’s happening in their world of event planning and venue management. Their direction keeps us attuned to the changes in the industry as well as the changing needs of smart event professionals like yourself. All so we can provide the best and most up-to-date event management software and venue management and booking systems available.