AS THE speed-dating craze continues to spread, Tunbridge Wells-based company, SPEEDlinking, is introducing the format into the business world to make networking less time consuming and more effective.

The first event, held in association with independent advice agency Business Link Kent at the organisation's offices at Kings Hill, was hailed as a success by participants.

SPEEDlinking events allow attendees to meet 15-20 contacts in three-minute speed-networking conversations. Each session begins with 15 minutes coaching to help participants make the most of the occasion.

Colin Newbold, director of SPEEDlinking, explained: "We encourage people to think about the purpose of networking and concentrate on how they word their requests. These sessions are quite intense and it's important to think about what you want to get out of the event beforehand.

"We follow a carefully choreographed plan so that both parties can exchange information and arrange to meet at a later date if they wish. Obviously three minutes is only a short period of time but it is long enough to exchange contact details and decide whether you can help the person you are talking to or they can help you."

The theory behind SPEEDlinking is that it does not matter who attends the event; you should be able to meet someone through referrals who can solve your business problem or offer the information you are looking for.

Zoe Fillery, print consultant at Windsor Print Production Ltd, said: "The event was a great way to meet a variety of people and you don't get stuck talking to one person which could prevent you from meeting a more compatible contact. The fast pace forces you to be more focused and tell people exactly what you want and what you can offer."