In Episode 65, Samuel McVay sits down with Alyssa McGinn, founder of Behind Closed Doors-a company built on a simple but powerful insight: the best opportunities in life happen in private, intentional spaces, not at typical networking events.
Alyssa's journey is anything but conventional. She grew up in Texas, studied journalism at the University of Missouri dreaming of becoming an NFL reporter, then pivoted dramatically to spend five years in India, where she met her husband. When they moved to Kansas in 2020, she joined her mother's data and analytics business to gain real business experience. Over six years, she learned more about sales, marketing, and scaling than any formal education could teach her.
The turning point came when someone pointed out a pattern: Alyssa was constantly hosting founders dinners and intentional gatherings. She thought differently about bringing people together-focusing on value, structure, and meaningful connection rather than surface-level networking. Someone suggested she monetize this skill. That observation sparked Behind Closed Doors. Today, she's helping entrepreneurs and professionals create high-value, private gatherings where real relationships and opportunities actually develop.
Alyssa McGinn's path to founding Behind Closed Doors reads like an unconventional business school case study. But it's exactly that unpredictability that makes her story relevant for anyone trying to build something that actually matters.
From Journalism Dreams to Five Years in India
Alyssa grew up in Texas with a clear vision: she wanted to be an NFL reporter like Aaron Andrews. She pursued journalism at the University of Missouri with that goal in mind. But after graduation, something shifted. Instead of chasing the sports journalism dream, she moved to India-a decision that would shape her entire approach to business and community.
During her five years in India, she met her husband, who is from Kansas. When they moved back to the U.S. in 2020, settling in Kansas made sense. But Alyssa knew she needed to gain real business experience. She didn't know exactly what form her career would take, but she knew business was her jam.
Learning Business Through Real Reps
Rather than jump into something new, Alyssa joined her mother's business-a data and analytics firm founded in 2006 that serves middle-market clients. It became her de facto MBA. Over six years, she learned far more about sales, marketing, and scaling a business than she ever could have in a classroom. She calls it "learning more about business in the past six years than any MBA could ever teach."
That hands-on approach taught her a critical lesson: you learn more from what doesn't work than what does. Failing fast, adapting, and staying curious became her operating principles.
Recognizing the Pattern: The Gatherings
While building business experience, Alyssa noticed something about herself. When she reflected on how she spent her time-both while working and outside of work-it always came back to one thing: bringing people together. She hosted founders dinners. She organized other events. Her brain naturally gravitated toward creating intentional, meaningful gatherings.
Someone close to her saw the pattern clearly. They pointed out that she thought differently than other people about community and connection. "People would pay you to do this for them," they suggested.
That observation triggered Behind Closed Doors. Alyssa realized that traditional networking events are fundamentally broken. The real opportunities-the conversations that matter, the relationships that develop into partnerships-don't happen in public. They happen behind closed doors, in intentional spaces designed for genuine connection.
What Makes a Gathering Actually Work
Running Behind Closed Doors taught Alyssa something counterintuitive: the food quality doesn't matter. The fancy venue doesn't matter. What matters is obsessing over opportunity, value, and structure.
Her focus shifted from logistics to meaning. The most creative entrepreneurs she works with quickly grasped this reframe. Once they understood that intentionality and value creation drive real results-not catering budgets-they became stronger at building their own gatherings.
It's a lesson that applies broadly. Whether you're building community, growing a business, or creating any kind of meaningful interaction, the fundamentals are the same: clarity on value, intentional design, and focus on genuine human connection.
How did Alyssa McGinn turn hosting gatherings and founder dinners into a business?
Alyssa recognized a pattern in herself-she was naturally talented at bringing people together intentionally and meaningfully. A mentor pointed out that people would pay for this skill. She turned her passion for connecting people into a business model, likely offering event curation, networking experiences, or community-building services. The key was identifying her unique strength and monetizing it.
Why do event planning and gathering businesses need digital marketing?
Event and gathering businesses rely on word-of-mouth, but digital marketing accelerates growth. Local SEO helps potential clients find you online. Google Ads and Meta Ads target people planning events or looking for networking opportunities in your area. A strong website and CRM system (like GoHighLevel) manage inquiries and bookings efficiently-critical for scaling from word-of-mouth to predictable client flow.
How can KillerGrowth help an event planning or gathering business get more clients?
KillerGrowth uses local SEO to rank you for searches like 'event planner near me' or 'networking dinners in Wichita.' Google Ads and Meta Ads put your services in front of people actively looking to host or attend events. A professional website showcases your past events and builds trust. GoHighLevel CRM captures leads, automates follow-ups, and converts inquiries into bookings. Social media management builds your brand and keeps your community engaged.
What makes KillerGrowth different from other Wichita digital marketing agencies?
KillerGrowth specializes in local service businesses and understands the nuances of converting local clients. We don't just drive traffic-we drive qualified leads that book and pay. Our integrated approach combines SEO, paid ads, CRM automation, and website design into one cohesive strategy. We work with real business owners like you, not corporate clients, so we know what ROI looks like for local businesses.
How do I get started working with KillerGrowth?
Book a free strategy call with Samuel McVay at killergrowth.com/booking. We'll discuss your business, your goals, and exactly what's holding you back from getting more clients online. No pressure, no sales pitch-just honest feedback and a clear path forward.