what is business plan for event management

Event Planning Business Plan Template

Written by Dave Lavinsky

Event Planning Business Plan

Over the past 20+ years, we have helped over 5,000 entrepreneurs and business owners create business plans to start and grow their event planning businesses. On this page, we will first give you some background information with regards to the importance of business planning. We will then go through an event planning business plan step-by-step so you can create your plan today.

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What Is an Event Planning Business Plan?

A business plan provides a snapshot of your own event planning business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategy for reaching them. It also includes research to support your plans.

Why You Need a Business Plan for Your Event Planning Company

If you’re looking to start an event planner business or grow your existing one you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your event planning business to improve your chances of success. Your event planning business plan is a living document that should be updated annually as your company grows and changes.

Source of Funding for Event Planning Businesses

With regards to funding, the main sources of secure funding for an event planning business are bank loans, personal funding, credit cards, and angel investors. With regards to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to confirm that your financials are reasonable. But they will want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business.

Another common form of secure funding for an event planning business is angel investors. Angel investors are wealthy individuals who will write you a check. They will either take equity in return for their funding or, like a bank, they will give you a loan. Venture capitalists will not fund an event planning business.

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How to write a business plan for event planning.

When you write a business plan, you should include the following 10 key aspects:

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each important component of your plan.

The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of event planning business you are operating and the status; for example, are you a startup, do you have an event planning business that you would like to grow, or are you operating a chain of businesses.

Next, provide an overview of each of the subsequent sections of your plan. For example, give a brief overview of the event planning business industry. Discuss the type of business you are operating. Detail your direct competitors. Give an overview of your target audience. Provide a snapshot of your marketing strategy and plan. Identify the key members of your team. And offer an overview of your financial plan.  

Company Analysis

In your company analysis, you will detail the type of business you are operating.

For example, you might operate one of the following types:

• Corporate Events : this type of event planning business caters to businesses, charities, nonprofit organizations, and the like to plan fundraisers, receptions, conventions, trade shows, competitions, award ceremonies, product launches, and other types of meetings.
• Social Events : this type of event planning business targets middle- to upper-income individuals and families to plan events such as weddings, birthdays, reunions, and other types of celebrations.
• Niche Events : some event planners specialize in just one of the above event types.

In addition to explaining the type of event planning business you operate, the Company Analysis section of your business plan needs to provide background on the business.

Include answers to questions such as:

• When and why did you start the business?
• What milestones have you achieved to date? Milestones could include sales goals you’ve reached, new contracts, etc.
• Your legal structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your business structure here.

Industry Analysis

In your industry analysis, you need to provide an overview of the event planning business.

While this may seem unnecessary, it serves multiple purposes.

First, researching the industry educates you. It helps you understand the target market in which you are operating. 

Secondly, market research can improve your strategy particularly if your research identifies market trends. For example, if there was a trend towards events that adhere to social distancing guidelines, it would be helpful to ensure your plan details what approach you would take (suggested venues, creative solutions for inclusion, etc.).

The third reason for market research is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section:

• How big is the event planning industry (in dollars)?
• Is the market declining or increasing?
• Who are the key competitors in the market?
• Who are the key suppliers in the market?
• What trends are affecting the industry?
• What is the industry’s growth forecast over the next 5 – 10 years?
• What is the relevant market size? That is, how big is the potential market for your business. You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section must detail the clientele you serve and/or expect to serve.

The following are examples of customer segments: private and corporate clients, high-income households, medium-income households, engaged couples, etc.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of event planning company you operate and the event services you offer. Clearly, businesses would want a different atmosphere, pricing, and product options, and would respond to different marketing promotions than engaged couples.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, including a discussion of the age groups, genders, locations, and income levels of the customers you seek to serve. Because most event planning companies primarily serve customers living in the same city or town, such demographic information is easy to find on government websites.

Psychographic profiles explain the wants and needs of your target market. The more you can understand and define these needs, the better you will do to attract customers and retain your existing customers.

With Growthink’s Ultimate Business Plan Template you can finish your plan in just 8 hours or less!

Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other planners and businesses that offer event planning services.

Indirect competitors are other options that customers have to purchase from you that aren’t direct competitors. This includes caterers, venues, and customers planning events on their own. You need to mention such competition to show you understand that not everyone who throws a party hires an event planner each time.

With regards to direct competition, you want to detail the other businesses with which you compete. Most likely, your direct competitors will be other businesses that offer event planning services very close to your site.

For each such competitor, provide an overview of their businesses and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as:

• What types of customers do they serve?
• What planning services do they offer (wedding planning, baby showers, birthday parties, social events, etc.)?
• What is their pricing (premium, low, etc.)?
• What are they good at?
• What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. 

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

• Will you provide superior event management options (e.g., more cuisine types, better venue options, etc.)?
• Will you provide event options that your competitors don’t offer?
• Will you make it easier or faster for customers to book your services (e.g., utilizing event planning software, etc.)?
• Will you provide better customer service?
• Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For an event management business plan, your marketing strategy should include the following:

In the product section, you should reiterate the type of business that you documented in your Company Analysis. Then, detail the specific products/services you will be offering. For example, in addition to designing the event, locating the venue, arranging vendors, coordinating personnel, and supervising the event, will you offer services such as catering, decor, and entertainment?

In this section, document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections, you are presenting the services you offer and their prices.

Place refers to the location of your event management business, conference centers, and/or venues in which you own and/or have a relationship. Document your location and mention how the location will impact your success.

The final part of your event planning business marketing plan is the promotions section. Here you will document how you will drive customers to your site. The following are some promotional methods you might consider:

• Social media marketing
• Advertising in local papers and magazines
• Reaching out to local bloggers and websites 
• Partnerships with local organizations (e.g., getting on the list of recommended vendors with local venues)
• Local radio advertising
• Banner ads at local venues

Operations Plan

While the earlier sections of your event planner business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your event planning business such as interviewing clients, making arrangements, keeping the store/studio clean, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to serve your 100th customer, or when you hope to reach $X in total sales. It could also be when you expect to hire your Xth employee or launch in a new market.

Management Team

To demonstrate your own event planning business’ ability to succeed as a business, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company. 

Ideally, you and/or your team members have direct experience as event planners or in the industry. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act as mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in event planning and/or successfully running small businesses.  

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet, and cash flow statements.

Income Statement : an income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenues and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you plan one event per week or several events? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets : While balance sheets include much information, to simplify them to the key items you need to know about, balance sheets show your assets and liabilities. For instance, if you spend $100,000 on building out your business, that will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a bank writes you a check for $100.000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement : Your cash flow statement will help determine how much money you need to start or grow your business and make sure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt. For example, let’s say a company approached you with a massive $100,000 event contract, that would cost you $50,000 to fulfill. Well, in most cases, you would have to pay that $50,000 now for supplies, equipment rentals, employee salaries, etc. But let’s say the company didn’t pay you for 180 days. During those 180 days, you could run out of money.

In developing your Income Statement and Balance Sheets be sure to include several of the key startup costs needed in starting or growing your business:

• Location build-out including design fees, construction, etc.
• The total cost of equipment and furnishings like decor, sound systems, etc.
• Cost of maintaining an adequate amount of supplies
• Payroll or salaries paid to staff
• Business insurance
• Taxes and permits
• Legal expenses

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your store design blueprint or location lease.

  Event Planning Summary Putting together your own event planner business plan is a worthwhile endeavor. If you follow the event planning sample template above, by the time you are done, you will truly be an expert. You will really understand the business, your competition, and your customers. You will have developed a marketing plan and will really understand what it takes to launch and grow a successful event planning business.

Event Planning Business Plan FAQs

What is the easiest way to complete my event planning business plan.

Growthink's Ultimate Business Plan Template allows you to quickly and easily complete your Event Planning Business Plan.

What is the Goal of a Business Plan's Executive Summary?

The goal is to quickly engage the reader. Explain to them the type of event planning business you are operating and the status; for example, are you a startup, do you have an event planning business that you would like to grow, or are you operating a chain of event planning businesses.

  OR, Let Us Develop Your Plan For You Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.

Click here to see how Growthink’s business plan consulting services can create your business plan for you.   Other Helpful Business Plan Articles & Templates

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How to Write an Event Planning Business Plan + Free Template

2. Write an Executive Summary

An executive summary is the first and foremost section of your event planning business plan. It provides a brief introduction to the entire business plan.

Make sure that it is clear, concise, and engaging, as it will create your first impression and attract investors or readers to delve further into your plan.

Start this section by describing your idea behind an event planning and type of business; for example, are you a startup business, want to grow an existing one, or running a business chain?

Communicate your business objectives and emphasize how you will be different from other event-planning businesses. Here is an example of event planning objectives using Upmetrics:

Next, give an overview of each of the subsequent sections, including offered services, market opportunities, marketing strategies, and financial projections that will be explored in greater detail within the plan.

Not only that, you can end this summary with a compelling call to action, inviting potential investors or readers to the next meeting if they are interested in your event planning.

Generally, this section is written after the whole event business plan is ready. It is often the easiest way to do so as you have simply gone through and written all the key sections of your plan.

3. Provide a Company Overview

Now, provide detailed information about your event plan business. It contains ownership, legal structure, office location, business history, and other such business-related facts.

Begin with the intro of what type of events you are organizing. For instance, it will be corporate events (catering to businesses), social events/celebrations(wedding planning, birthday parties, etc), or niche events(specialized in just one type).

Discuss a little bit more about your business history, including when you started event planning and what milestones you have accomplished. Also, accentuate your mission statement.

Take reference from the below example describing the mission of the event planning company:

In an ever-changing, fast-paced world, success is determined by good choices for lasting effects. Eventel strives to be the best choice for clients by helping to ease their event planning burden.

Through consistent, predictable professionalism, Eventel will ensure a worry-free and hassle-free event at a reasonable price.

Event also has internal clients to serve. The event will strive to provide the same predictable and professional working environment to its employees and contracted vendors, justly compensating them for their services.

It is also a priority to make a comfortable living wage for its owners, founders, full-time staff, and their families.

Keeping in tune with the needs of the market, utilizing the latest technology and trends, all while ensuring the client receives the individual attention they deserve, is the vision and daily mission of Eventel; The Event Planning Specialists.

In addition to that, you can mention your startup summary and future business goals, as this section gives an in-depth overview of your business.

4. Conduct an Industry and Market Analysis

Starting an event management business requires a strategic events industry and market analysis. So, take some time to go further and locate more accurate data.

Try to include certain key elements in this section:

Market size and growth potential

You need to study specific data about various markets in which you are trying to get into and ensure profitability. So, describe your market size & growth potential and whether you will target a niche or a much broader market.

For instance, the USA industry revenue for event planners has grown at a CAGR of 4.1% over the past five years and reached $5.6 billion in 2023. So, it is crucial to define the target market segment.

Target market segment

Start this section by describing your target market. Define your ideal customer and explain what types of services they prefer. Creating a buyer persona will help you easily define your target market to your readers.

Do proper market research and try to create a buyer’s persona in terms of their demographic and psychographic profiles.

Take reference from the below example written using our innovative AI writing assistant :

Competitive analysis

Identify and analyze your direct and indirect competitors. Recognize their strengths & weaknesses, and describe what differentiates your business from other planners.

Direct competitors can be other event planning businesses, while wedding planners, local venues, caterers, or conference centers can be indirect competitors.

Point out how you have a competitive edge in the market, such as superior event management options, user-friendly methods/tools to book your services, and adequate pricing plans with better services.

Not only that, describe emerging market trends in the industry and explain how you will cope with all the directions. You can also list regulations and licensing requirements that may affect your company.

5. Describe your Product and Service Offerings

Next, specify the scope of your products and service offerings. As an event management business, you can describe the size and type of events you cater to, including a variety of event planning services.

This section must be informative, precise, and client-focused. By providing a clear and compelling description of your offerings, you can help potential investors or readers understand the value of your business.

While drafting your  event planning services and products, you can take reference from the below example:

Eventel provides event planning in a wide range of applications. We guarantee satisfaction in the areas of appearance, performance, and taste. 

The following is a sampling of the types of events we plan every year:

• Corporate events or meetings, Training, and Retreats
• Conferences and Workshops
• Birthday parties, Anniversaries, Graduations, and Holidays
• Weddings, Receptions, and Showers
• Company picnics, banquets, and award ceremonies
• Caterer coordination and decor
• Trade shows and fashion shows

Effectively define your pricing plans for event planning services. Also, communicate your services to the customers by sharing a detailed description of the procedure you use while working with clients.

Mention if your event planning company offers any additional services. You may include services like lighting & sound, vendor negotiation, guest concierge services, etc.

6. Outline a Sales and Marketing Plan

Writing the sales and marketing strategy section means a list of tactics you will use to attract and retain your clients. Here are some key elements to include in your sales & marketing strategies:

Social media marketing

Use social media platforms to present your company’s essence. Regularly post exquisite snapshots or videos of your planned social events, decor, and behind-the-scenes moments.

User-friendly website

Assure that your event management company has a user-friendly website that provides basic information about your services, pricing, and contact

details. Also, share informative blog post content or event videos.

Pricing strategy

Describe your pricing strategy—how you plan to price your services and stay competitive in the local market. You can mention any discounts you plan on offering to attract new customers.

Collaborations

Build an extensive vendor network to expand your reach and draw their existing customers. This might do wonders for your business and enhance your brand image.

Offline advertising

Effectively reach your target audience using offline advertising methods like brochures, newspapers, social gatherings, or events. Also, try to offer a personalized approach or stress-free planning to retain existing clients.

7. Introduce Your Team

A powerful management team is paramount for demonstrating your business’s ability to thrive in the event planning industry.

Letting your readers or investors know about your business leadership or key managers will help them have a clear idea of who is running your event planning company.

So, start this section by introducing key team members and highlighting their event planning skills & previous experience.

Jot down their qualifications and specific responsibilities. You can also shed light on how your experienced event planners contribute to the success of your business.

Next, describe the compensation plan for the leadership team and event planners, including salaries, bonuses, and other benefits. This can help key stakeholders to ascertain how much percentage is allocated to salaries.

If you have a board of advisors for your event management business, then mention them along with their roles and experience.

8. Outline Business Operations

Now, it’s time to outline the processes and procedures involved in your day-to-day business operations. Detail how you will eventually plan to manage your business effectively.

Staffing & training

Highlight your staffing needs by mentioning the number of employees, planners, or coordinators. Also, include their qualifications, the training required, and the duties they will perform.

Operational process

Outline the processes and procedures you will use to run your event planning business. It may include initial client meetings, decor, party favors, caterer coordination, set up/clean up, etc.

Equipment and machinery

You can also include the list of equipment and machinery required for event planning, such as office supplies, camera & photography equipment, event planning software, etc.

Explain how these technologies will help you maintain quality standards and improve the efficiency of your business operations. Refer to the below example written using Upmetrics AI assistant:

9. Prepare a Financial Plan

For a successful event planning business, you need to prepare a well-structured and in-depth financial plan with a realistic financial projection. It comes last in the business plan but is the most important section for investors.

So, mention all the below key components in your financial plan:

• Profit and loss statement
• Sales forecast
• Cash flow statement
• Balance sheet
• Break-even analysis
• Financial needs
• Tax considerations

From the above, you can identify the funding needs and evaluate the funding resources for your event planning company, including bank loans, SBA-guaranteed loans, angel investors, and personal savings.

In this section, you need to make a few assumptions. It will greatly affect the financial forecasts of your business. Refer below table to make important assumptions:

Well, having a realistic financial plan in your hand not only helps you present your business’s fiscal health but also emphasizes its sustainability.

However, calculating all the financial statements from scratch can be an overwhelming task. But, not to worry; use Upmetrics’ financial forecasting tool to formulate all your financial projections.

All you need to do is provide the information you have, and let the tool estimate financial factors, and create visual reports for you. No manual data entry, recalling Excel formulas, or preparing graphs—nothing.

Here’s an example of a projected cash flow statement for an event planning business:

Download Free Event Planning Business Plan Template

Need help writing your event planning business plan from scratch? Well, here you go; download our free event planning business plan template now and start writing.

This modern, user-friendly event management business plan template is specifically designed for your event business.

With a step-by-step guide and example, it assists you in creating your own plan without missing any crucial details.

The Quickest Way to turn a Business Idea into a Business Plan

Fill-in-the-blanks and automatic financials make it easy.

Prepare Your Business Plan with Upmetrics AI

Finally! You know how to write an event planning business plan with the help of our free sample business plan template. So, you are one step closer to starting or growing your business confidently- pretty exciting, right?

But you know what else is exciting? Your business planning process can be even faster and easier than this. Yes, you heard it right; it’s possible with the power of the Upmetrics AI assistant tool .

So, take a sigh of relief and focus only on planning the most happening events in the town!

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Frequently asked questions, what are the key components of an event planning business plan.

Writing a professional event planning business plan involves the following key components:

• Executive summary
• Company overview
• Industry and market analysis
• Product and service offerings
• Sales and marketing plan
• Management team
• Business operations
• Financial plan

How often should I update my Event Planning Business Plan?

Your event planning business plan should be reviewed and updated at least once in a year or more often if there are significant changes in your business environment or services.

What are some tips for writing an Event Planning Business Plan?

Consider the following factors before writing an Event Planning Business Plan:

• Define your niche and business objectives
• Clearly mention unique selling points
• Be realistic in the financial statement
• Understand your target customer
• Stay agile in a dynamic industry

How much does it cost to start an event planning business?

A fair estimation for an event planning business can range from a few thousand to tens of thousands of dollars. It can vary widely depending on office space, equipment, and initial inventory.

About the Author

Vinay Kevadiya

Vinay Kevadiya is the founder and CEO of Upmetrics, the #1 business planning software. His ultimate goal with Upmetrics is to revolutionize how entrepreneurs create, manage, and execute their business plans. He enjoys sharing his insights on business planning and other relevant topics through his articles and blog posts. Read more

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How To Write a Successful Event Planning Business Plan + Template

Creating a business plan is essential for any business, but it can be especially helpful for event planning businesses that want to improve their strategy and/or raise funding.

A well-crafted business plan not only outlines the vision for your company, but also documents a step-by-step roadmap of how you are going to accomplish it. In order to create an effective business plan, you must first understand the components that are essential to its success.

This article provides an overview of the key elements that every event planning business owner should include in their business plan.

Download the Ultimate Business Plan Template

What is an Event Planning Business Plan?

An event planning business plan is a formal written document that describes your company’s business strategy and its feasibility. It documents the reasons you will be successful, your areas of competitive advantage, and it includes information about your team members. Your business plan is a key document that will convince investors and lenders (if needed) that you are positioned to become a successful venture.

Why Write an Event Planning Business Plan?

An event planning business plan is required for banks and investors. The document is a clear and concise guide of your business idea and the steps you will take to make it profitable.

Entrepreneurs can also use this as a roadmap when starting their new company or venture, especially if they are inexperienced in starting a business.

Writing an Effective Event Planning Business Plan

The following are the key components of a successful event planning business plan:

Executive Summary

The executive summary of an event planning business plan is a one to two page overview of your entire business plan. It should summarize the main points, which will be presented in full in the rest of your business plan.

• Start with a one-line description of your event planning company
• Provide a short summary of the key points in each section of your business plan, which includes information about your company’s management team, industry analysis, competitive analysis, and financial forecast among others.

Company Description

This section should include a brief history of your company. Include a short description of how your company started, and provide a timeline of milestones your company has achieved.

If you are just starting your event planning business, you may not have a long company history. Instead, you can include information about your professional experience in this industry and how and why you conceived your new venture. If you have worked for a similar company before or have been involved in an entrepreneurial venture before starting your event planning firm, mention this.

You will also include information about your chosen event planning business model and how, if applicable, it is different from other companies in your industry.

Industry Analysis

The industry or market analysis is an important component of an event planning business plan. Conduct thorough market research to determine industry trends and document the size of your market. 

Questions to answer include:

• What part of the event planning industry are you targeting?
• How big is the market?
• What trends are happening in the industry right now (and if applicable, how do these trends support the success of your company)?

You should also include sources for the information you provide, such as published research reports and expert opinions.

Customer Analysis

This section should include a list of your target audience(s) with demographic and psychographic profiles (e.g., age, gender, income level, profession, job titles, interests). You will need to provide a profile of each customer segment separately, including their needs and wants.

For example, the customers of an event planning business may include:

• Wedding planners needing help with transportation logistics
• Conference organizers wanting assistance with on-site registration
• Caterers in need of assistance to manage the timing of service delivery

You can include information about how your customers make the decision to buy from you as well as what keeps them buying from you.

Develop a strategy for targeting those customers who are most likely to buy from you, as well as those that might be influenced to buy your products or event planning services with the right marketing.

Competitive Analysis

The competitive analysis helps you determine how your product or service will be different from competitors, and what your unique selling proposition (USP) might be that will set you apart in this industry.

For each competitor, list their strengths and weaknesses. Next, determine your areas of competitive differentiation and/or advantage; that is, in what ways are you different from and ideally better than your competitors.

Below are sample competitive advantages your event planning business may have:

• You are the only event planner in your city with an events app that allows customers to book and manage their event logistics in one place.
• You have a team of experienced event planners who specialize in military funerals, which is a niche market.
• Your company is the go-to choice for conference organizers looking for assistance with on-site registration and event management.

This is not an exhaustive list, but it gives you an idea of the types of competitive advantages you may have.

Marketing Plan

This part of the business plan is where you determine and document your marketing plan. . Your plan should be clearly laid out, including the following 4 Ps.

• Product/Service : Detail your product/service offerings here. Document their features and benefits.
• Price : Document your pricing strategy here. In addition to stating the prices for your products/services, mention how your pricing compares to your competition.
• Place : Where will your customers find you? What channels of distribution (e.g., partnerships) will you use to reach them if applicable?
• Promotion : How will you reach your target customers? For example, you may use social media, write blog posts, create an email marketing campaign, use pay-per-click advertising, launch a direct mail campaign. Or, you may promote your event planning business via a combination of these channels.

Operations Plan

This part of your event planning business plan should include the following information:

• How will you deliver your product/service to customers? For example, will you do it in person or over the phone only?
• What infrastructure, equipment, and resources are needed to operate successfully? How can you meet those requirements within budget constraints?

The operations plan is where you also need to include your company’s business policies. You will want to establish policies related to everything from customer service to pricing, to the overall brand image you are trying to present.

Finally, and most importantly, in your Operations Plan, you will lay out the milestones your company hopes to achieve within the next five years. Create a chart that shows the key milestone(s) you hope to achieve each quarter for the next four quarters, and then each year for the following four years. Examples of milestones for an event planning business include reaching $X in sales. Other examples include launching a new product/service, expanding to a new market, or hiring key personnel.

Management Team

List your team members here including their names and titles, as well as their expertise and experience relevant to your specific event planning industry. Include brief biography sketches for each team member.

Particularly if you are seeking funding, the goal of this section is to convince investors and lenders that your team has the expertise and experience to execute on your plan. If you are missing key team members, document the roles and responsibilities you plan to hire for in the future.

Financial Plan

Here you will include a summary of your complete and detailed financial plan (your full financial projections go in the Appendix). 

This includes the following three financial statements:

Income Statement

Your income statement should include:

• Revenue : how much revenue you generate.
• Cost of Goods Sold : These are your direct costs associated with generating revenue. This includes labor costs, as well as the cost of any equipment and supplies used to deliver the product/service offering.
• Net Income (or loss) : Once expenses and revenue are totaled and deducted from each other, this is the net income or loss.

Sample Income Statement for a Startup Event Planning Business

Balance sheet.

Include a balance sheet that shows your assets, liabilities, and equity. Your balance sheet should include:

• Assets : All of the things you own (including cash).
• Liabilities : This is what you owe against your company’s assets, such as accounts payable or loans.
• Equity : The worth of your business after all liabilities and assets are totaled and deducted from each other.

Sample Balance Sheet for a Startup Event Planning Business

Cash flow statement.

Include a cash flow statement showing how much cash comes in, how much cash goes out and a net cash flow for each year. The cash flow statement should include:

• Cash Flow From Operations
• Cash Flow From Investments
• Cash Flow From Financing

Below is a sample of a projected cash flow statement for a startup event planning business.

Sample Cash Flow Statement for a Startup Event Planning Business

You will also want to include an appendix section which will include:

• Your complete financial projections
• A complete list of your company’s business policies and procedures related to the rest of the business plan (marketing, operations, etc.)
• Any other documentation which supports what you included in the body of your business plan.

Writing a good business plan gives you the advantage of being fully prepared to launch and/or grow your event planning company. It not only outlines your business vision but also provides a step-by-step process of how you are going to accomplish it.

A well-written business plan is an essential tool for any event planning company. If you are seeking funding from investors or lenders, it’s important to have a polished and professional business plan. Use the outline above as a guide as you write your own event planning business plan.   

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Other helpful articles.

How To Write a Successful Party Planner Business Plan + Template

How To Write a Successful Wedding Planner Business Plan + Template

How To Develop a Financial Plan For An Event Planning Business

How to start an event planning business

If you’re looking to snag one of the 116,700+ (on average) jobs available to meeting, convention, and event managers out there, here’s what you’ll need to get started.

Step 1: Determine if it’s a good fit.

Like most jobs, your skill set and personality will largely determine your success in this field. And while you don’t need to check off all the qualities on this list, here are some things to consider before you start an event management business :

• You can keep the big picture in mind while still taking care of all the little details.
• Whether it’s Sunday brunch or the company holiday party, you’re everyone’s go-to person for all group events.
• Working within a budget and strict timeline makes you feel creatively stimulated, not stunted.

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Step 2: Research certifications.

The Bureau of Labor Statistics notes that demand for event managers will grow an additional 11% by the time we reach 2026. With such a positive industry outlook, it’s good to find new ways to stand out amongst the competition as new event planners enter the market in coming years.

Certifications are fantastic ways to add credibility to your business , regardless of your experience level. Besides proving you’re dedicated to further your education in the field, these credentials show that respected institutions can vouch for your abilities (and your business).

Some of the top certifications event managers pursue include:

• Certified Special Events Professional
• Certified Event Planning Specialist
• Certified Quality Event Planner

There are lots more options to choose from, but these serve as a great jumping off point. However, if you aren’t able to acquire one right now, you can still get your business off the ground without it.

It’s worth noting that beyond certifications, there are no strict college degree requirements (although it seems most event planners do have some sort of bachelor’s education under their belts when starting out).  

Step 3: Fill out an event management business plan.

Any cursory Google search for the phrase event management business plan will inevitably lead you to some free wedding and event planning business plan templates .

However, you’ll find that the one we’ve created (below) provides a not too much, not too little approach you won’t find in any other guides.

Each point has been carefully selected so that you can create the event management business plan of your dreams without getting overwhelmed or missing out on details you definitely need to include. As long as you check off the items we listed, you’ll have a solid business plan ready to go in no time.

Step 4: Handle all the necessary paperwork.

To start an event management business, you’ll need each of the following:

• An event management business plan (use the free template we made below)
• Approval for a tax business structure that suits your financial needs
• General business liability insurance

These documents cover all the basics. But as you gain more experience, you might want to add on things like home-based insurance or upgrade to a new tax entity once you enter into the appropriate bracket.

We won’t get into these more advanced concepts for this beginner guide, but make sure to revisit these categories before you’re officially open for business.

Step 5: Figure out finances.

To be clear, you definitely can start an event management business with no money ! However, whether your funding is from your own bank account or someone else’s, small businesses in the events industry should consider starting out with these budget line items:

• Office space and essentials. You can use the computer, printer, and supplies you already have, assuming you do have (or can at least borrow) those things now. But keep in mind: if you’d like to write off your in-home office space on your federal taxes, your room must be secluded and have its own door.
• Advertising. At the very least make sure you have a small batch of business cards and a portfolio website ready to go. If you have some cash to spare, consider getting into paid social media ads or printed marketing materials like mailers.
• Software. The good news is there are plenty of great free event management software programs available these days, so you might not even have to budget for this one!

And that’s basically it! Depending on your niche or preferences, it would be good to also use this startup costs guide created by the Small Business Association to see if there’s anything else specific to you that might be missing.

Step 6: Choose a team.

Vendors, chefs, marketing agencies, software providers, event staff, and personal or office assistants all make wonderful additions to your event management business.

You can start out on your own (which, according to small business statistics , most people do) or you can go through the process of finding, interviewing, and hiring employees.

Depending on the amount of new business you plan to take on, you may or may not need to ever hire someone to help you part-time. At the very least though, you should start compiling a list of people who fit into this network so you can collaborate, get referrals, and perhaps even sub-contract them in the future.

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What is your vision for an event planning business?

Once you’ve completed all of these steps, it’s time to review the big picture. As you figure out your plan, budget, and staffing options, your idea of what you want for your business might change. And that’s totally okay!

Learning how to be flexible is a skill all small business owners must learn. Just make sure you adjust now so you can carry your vision with you for future decision making.

How to write a personal event planning business plan

1. create an executive summary.

• Objectives. Write down your realistic and measurable business goals .
• Mission. Check out these inspiring company mission statements for ideas.
• Keys to Success. Also known as why you think your business will succeed and how you will make sure it does.

2. Make a company summary

• Company Ownership. If it’s just you, consider doing a sole proprietorship .
• Start-up Summary . Think of it like a company overview . Include your business’s back story, location, and anything else you’d basically put on your website’s About section.
• Company Locations and Facilities. Include the address you’ll put on your taxes and any long term rentals like kitchen prep spaces or coworking offices.

3. Identify your products and services

• Services. Event management services can really vary so use this section to outline what you do and what you don’t do.
• Prices. The average yearly event planner’s salary comes out to about $50,000 so plan accordingly.
• Competitive Comparison. Who are your immediate competitors? What do they have that you don’t? Record this research and look for imaginative ways to stand out. Be very honest with your assessment of how your business stacks up against them and what you should do to improve your chances of success.

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4. create a marketing analysis summary.

• Marketing Segmentation. Targeting means finding what area, demographic, or behavioral patterns your high ROI prospects all have in common, just like you’d do for any customer-focused corporate event.
• Target Market Segmentation Strategy. Now that you know who you audience it is, it’s time to research and define all the ways you plan to gain their business.

5. Do a strategy and implementation summary

• Sales Strategy. Here are the two best advanced event business pricing strategies to choose from.
• Sales Forecast. It’s a bit complicated, but figuring out how much money you think your business will make over the next six months to a year (or more) makes studying a sales forecasting guide well worth the effort.
• Milestones . Whether your goal is the total number of sales or income from sales (or something else entirely), you’ll want to formally establish what milestones you’d like to hit by when. Just leave wiggle room for the unexpected and adjust expectations as you go.

6. Write a management summary

• Organizational Structure. For event management teams, clearly defined roles are more important for teamwork than pretty much anything else.
• Personnel Plan. Here are some things to know about hiring staff for an event specifically that will also apply to your company as a whole.

7. Create your financial plan

• Important Assumptions. Business plan assumptions can be fairly complex. For now, just focus on listing your anticipated fixed and variable event planning expenses , marketing costs, and what taxes you’ll have to pay on your earned income.
• Break-Even Analysis . How much did you invest? And how much will you need to earn (after taxes, equipment costs, etc. are subtracted) in order to equal your initial investment? Keep this number handy – it’ll help you decide whether or not to take on more projects, motivate you to upsell whenever possible, and give you a realistic for success.
• Projected Profit and Loss. The IRS might want to see your profit and loss statements at some point, so make a point to regularly record your expenses and sales in one organized document.
• Projected Cash Flow. This free (and very helpful) small business book says to calculate it one month at a time for more accurate figures.
• Projected Balance Sheet. If you’ll be acting as your own bookkeeper, check out this balance sheet template to speed up the process.
• Business Ratios. Even if you’re not a math person, you can definitely handle this last (but very important) event management business plan step. There are lots of business ratios to choose from, but if you want the quickstart version go with these 3 most important balance sheet ratios for professional services firms .

Now you know how to start an event management business!

How do you become an event planner? You plan. Plan your business, plan your client’s events, and plan for a successful future.

There are lots of details involved but if you follow the ideas laid out in this guide, you’ll have yourself a healthy event management business plan along with some great strategies for reaching your goals!

For more on starting your own company , check out these tips for financing your event business , current event statistics worth considering, and event trends you should know for 2019.

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February 9, 2024

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Who knows the importance of a well-laid plan better than event planners? We don’t have to tell you that you absolutely need to write an event planning business plan, but we’ll tell you how to do it. 

And don’t worry – an event planning business plan isn’t just for those who’re just starting their event planning business . It’s also for those who want to avoid business risks, explore better opportunities, and build trust with their clients on a deeper level. If some of these things describe your event planning business, let’s discover the essentials of your business plan and how to develop one yourself. 

Why Event Planning Business Plan Matters

A well-thought-out event planning business plan is crucial for several reasons, and it can empower entrepreneurs in the event planning industry such as yourself to achieve a variety of objectives. Here’s why it matters and what you as an event planning business owner will achieve with a solid business plan:

• A business plan serves as a roadmap for your event planning business. It outlines your goals, strategies, and the steps you need to take to achieve success.
• You’ll use the plan as a guiding document to stay focused on your objectives and navigate the complexities of the event planning industry.
• Investors and lenders often require a detailed business plan before considering any financial support.
• An event planning business plan showcases the viability and potential profitability of your business, attracting investors and securing funding.
• The process of creating an event planning business plan encourages you to thoroughly analyze their market, competitors, and target audience.
• Once you’ve gone through that process, you’ll make informed decisions based on this analysis, adapt strategies to changing market conditions, and maximize opportunities.
• A well-crafted event planning business plan allows you to clearly articulate your unique selling propositions (USPs) and competitive advantages.
• Use these differentiators to stand out in a crowded market, attract clients, and establish a strong brand presence.
• Financial projections included in the business plan provide a clear picture of revenue, expenses, and potential profits.
• Entrepreneurs can use this financial data to manage their resources effectively, make budgetary decisions, and ensure the financial health of their event planning business.
• The marketing and sales strategies outlined in the business plan help your event planning business to define its target audience and communicate its brand message.
• You’ll leverage the event planning business plan to implement effective marketing campaigns, build brand awareness, and attract clients.
• The business plan includes a risk analysis, identifying potential challenges, and outlining mitigation strategies.
• Instead of waiting, you can proactively address risks , enhancing the resilience of your event planning business and ensuring continuity in the face of unforeseen challenges.
• Sharing a comprehensive business plan with potential clients demonstrates professionalism and transparency.
• Entrepreneurs can use the plan to build trust with clients, assuring them of their capabilities and commitment to delivering successful events.

The Essential Elements of Successful Event Planning Business Plan

Before you get overwhelmed with all the different terms and instructions, let me assure you that writing an event planning business plan is easier than it seems. Let’s start with baby steps to go over the essential elements of a successful event planning business plan, and continue with learning how to write each of these sections for your business.

• Executive Summary
• Company Description
• Services You Offer
• Target Market
• Event Planning Market Analysis
• Marketing & Sales Strategy
• Operational Plan
• Team Structure
• Financial Projections
• SWOT Analysis
• Legal Structure
• Funding Request (if applicable)

How to Write an Event Planning Business Plan?

There are exactly 13 steps that separate you from your event management business plan. 

Each of these steps is a separate section in the plan, and we’ve got you covered with actionable tips and examples on how to write each one. We recommend you start taking notes and working on your event planning business plan along with reading further. 

1. Writing Executive Summary for Event Management Business Plan

Writing an effective executive summary for your event planning business plan is crucial, as it’s the first section potential investors or partners will read. But don’t get it twisted – the executive summary is actually the section you’ll finish at the end. The executive summary should provide a concise overview of your business and its key elements.

It’s basically a snapshot of your entire business plan, so make every word count.

Image by vectorjuice on Freepik

It should entice readers to explore the details while providing a clear understanding of the value your event planning business brings to the market.

And how do you write an executive summary for an event management business plan? We’ve prepared a step-by-step guide and an example!

Start with a strong opening

Begin with a compelling and concise introduction that grabs the reader’s attention. Clearly state the purpose of your business plan and briefly mention your mission or vision for the event planning business.

Provide a brief overview of your business

Offer a snapshot of your event planning business, including its name, location, and the types of events you specialize in. Highlight any unique aspects of your business that set you apart from competitors.

Articulate your unique selling proposition (USP)

Clearly define what makes your event planning business unique and why clients should choose your services. Emphasize any innovative approaches, special expertise, or exclusive services you offer.

Outline your key objectives

Concisely list the main objectives and goals of your event planning business. Keep these goals specific, measurable, and aligned with the overall vision of your business.

Describe your target market

Provide a brief overview of your target audience, including demographics and preferences. Highlight any niche markets or specific industries you plan to focus on.

Introduce your team

Briefly introduce key members of your event planning team, emphasizing their relevant skills and experience. Highlight any unique qualifications that make your team well-suited for event planning success.

Mention key achievements or milestones

If your event planning business has achieved notable milestones or garnered recognition, mention them briefly. This adds credibility and demonstrates your business’s track record.

Summarize your financial projections

Provide a high-level overview of your financial projections, including revenue expectations and growth forecasts. Highlight key financial metrics that showcase the profitability of your event planning business.

Include a call to action

End the executive summary with a call to action, indicating what you’re seeking from the reader (investment, partnership, etc.). Encourage further exploration of the full business plan.

Executive summary for event planning business plan example:

Executive Summary: XYZ Events

• Introduction:

XYZ Events is a dynamic and innovative event planning company located in [City, State]. With a passion for creating unforgettable experiences, we specialize in crafting seamless and unique events that leave a lasting impression. Our mission is to exceed client expectations by delivering exceptional events that reflect their vision and style.

• Key Business Information:

Founded in [Year], XYZ Events has quickly established itself as a leader in the event planning industry. We are proud to offer a comprehensive suite of services, including corporate events, weddings, and social gatherings. Our team of experienced event planners is committed to turning every client’s vision into a reality, providing meticulous attention to detail and unparalleled creativity.

• Unique Selling Proposition (USP):

What sets XYZ Events apart is our innovative approach to event planning. We leverage cutting-edge technology to enhance the planning process and create immersive experiences for our clients. Our team combines creativity with strategic thinking, ensuring that each event not only meets but exceeds expectations. Whether it’s a corporate conference, a dream wedding, or a milestone celebration, XYZ Events brings a fresh and personalized touch to every occasion.

• Objectives:

XYZ Events is poised for strategic growth over the next three years. Our primary objectives include expanding our client base, increasing revenue by 25%, and establishing key partnerships within the hospitality and entertainment industries. We are committed to maintaining our reputation for excellence while embracing new opportunities for innovation and growth.

• Target Market:

Our target market includes corporate clients seeking professional event management, couples looking for a stress-free wedding planning experience, and individuals hosting social events. We understand the unique needs of each segment and tailor our services to create memorable and impactful events.

Led by [Founder/CEO], our team comprises seasoned event planners, designers, and coordinators with a proven track record of success. Our diverse skill set allows us to approach each event with creativity and expertise, ensuring a seamless and enjoyable experience for our clients.

• Financial Projections:

XYZ Events anticipates steady growth, with projected revenue of $[Amount] in the first year and a cumulative growth rate of 20% over the next three years. Our financial projections are based on a comprehensive market analysis and a strong understanding of industry trends.

• Call to Action:

We invite you to explore the detailed business plan to discover how XYZ Events plans to revolutionize the event planning landscape. Whether you’re an investor, potential client, or industry partner, we welcome the opportunity to collaborate and create exceptional experiences together.

XYZ Events is not just an event planning company; we are architects of unforgettable moments. Join us in shaping the future of event experiences.

2. Company Description

Company description exists in your event management business plan to provide an overview of your business, its history, and its structure. But how do you create a solid company description you’ll be proud to put into your business plan for everyone to read?

Begin with a concise and engaging introduction that captures the essence of your event planning business. Clearly state the name of your company and its primary purpose. Your event management business plan should i nclude fundamental details such as the location of your business, the date it was founded, and any key milestones. You should also mention the legal structure of your company (e.g., LLC, sole proprietorship).

Company description should clearly articulate the mission and values that drive your event planning business. Express the purpose of your business and the principles that guide your operations. Another important aspect are also your services, and you should provide a brief but comprehensive overview of the event planning services your business offers. Highlight any specialties or unique aspects that set your services apart. 

More tips for company description in business plan for event hosts:

Explain the problem you solve.

Clearly articulate the problems or challenges your event planning business addresses. Describe how your services meet the needs of clients by providing solutions and creating memorable experiences.

Share your business story

Offer a brief narrative that tells the story of how your event planning business came into existence. Include any inspiration, challenges overcome, or unique experiences that shaped your business.

Highlight key achievements

Mention any notable achievements or milestones your event planning business has reached. This could include successful events, recognition, or significant client satisfaction.

Emphasize your team’s expertise

Introduce key members of your team, emphasizing their relevant skills and experience in event planning. Highlight any certifications, awards, or industry recognition your team has received.

Explain your competitive edge

Clearly define what makes your event planning business stand out from competitors. Emphasize unique features, innovative approaches, or exclusive services that give you a competitive advantage.

Discuss your growth strategy

Outline your plans for the future growth of your event planning business. Discuss any expansion plans, target markets, or strategic partnerships you’re considering.

Remember that the goal of company description is to become a solid foundation for readers to understand your company’s identity and value proposition.

3. Describing Services You Offer in Event Management Business Plan

Describing the services you offer in an event management business plan is a crucial component, as it helps potential investors, clients, and partners understand the scope and value of your offerings. It also helps you make money hosting events , so let’s see how to do it right:

• Begin by clearly defining each service you offer in your event management business. Use concise and specific language to articulate the scope and nature of each service.
• If your event management business provides a range of services, consider grouping them into categories or creating service packages . For example, you might have categories like corporate events, weddings, social gatherings, and conferences.
• Provide an overview of the planning process for each service. Outline the steps involved, from initial client consultation to post-event evaluation.
• Emphasize your ability to customize services to meet the unique needs and preferences of each client.Discuss how you tailor your approach to different types of events and client requirements.
• If you offer day-of coordination or event management services, explain the level of support clients can expect. Highlight your role in ensuring smooth event execution and addressing unforeseen challenges.
• If your event management business leverages technology tools or event management software , mention them. Explain how technology enhances efficiency, communication, and the overall event experience.
• If your services include event design and styling, describe your creative process. Showcase your expertise in creating visually appealing and thematic events.

Image by storyset on Freepik

• If you handle vendor relationships as part of your services, discuss how you source and manage vendors. Highlight your ability to negotiate contracts and secure competitive pricing.
• If your event management business assists with venue selection and logistics, explain your approach. Discuss criteria for venue selection and how you manage logistical aspects like transportation and accommodation.
• If your services involve budgeting and financial management, outline your approach. Explain how you help clients set realistic budgets and manage expenses throughout the planning process.
• If your event management business offers marketing and promotional services, detail your strategies. Discuss how you enhance the visibility of events and attract attendees.
• Include case studies or examples of past events you’ve successfully managed. Use real-world examples to illustrate the effectiveness of your services.
• Highlight your ability to adapt to different event sizes, themes, and cultural considerations. Showcase your flexibility in catering to diverse client needs.

4. Explaining Your Target Market

Explaining your target market in your event management business plan is essential for demonstrating a clear understanding of your potential clients an d how your services meet their needs.  

Because of that, you need to clearly define the demographic, geographic, and psychographic characteristics of your target audience. Identify the specific industries, groups, or individuals you aim to serve with your event management services.

If applicable, segment your target market based on different types of events (e.g., corporate events, weddings, social gatherings). Highlight any niche markets or specialized segments you plan to focus on. Don’t forget to include relevant demographic details such as age, income level, occupation, and education. Specify the size of the target market and any relevant trends within these demographics.

Psychographic factors are also important! Discuss the interests, lifestyles, and values of your target market. Explain how your event management services align with the preferences and attitudes of your audience.

More tips for explaining your target market in business plan:

Consider geographic factors

Outline the geographic locations where your target market is concentrated. If your services are location-specific, explain why you’ve chosen those areas.

Identify pain points and needs

Clearly articulate the pain points, challenges, and needs of your target market. Explain how your event management services address and alleviate these issues.

Highlight trends and market growth

Showcase any relevant trends or growth opportunities within your target market. Discuss how your event management business is positioned to capitalize on these trends.

Competitor analysis

Conduct a competitor analysis within your target market. Identify existing event management companies catering to the same audience and explain how your approach differs or improves upon theirs.

Explain your unique value proposition (UVP)

Clearly define your unique value proposition and how it resonates with your target market. Emphasize what sets your event management services apart from competitors.

Provide testimonials or case studies

If available, include testimonials or case studies from past clients within your target market. Use real-world examples to demonstrate your successful track record.

Discuss decision-making factors

Explain the factors that influence your target market’s decision-making process when choosing an event management service. Highlight how your business addresses these factors and provides solutions.

5. Event Planning Market Analysis

It’s not enough to do market analysis.

Presenting your market analysis clearly and compellingly is crucial in an event management business plan. Here is how to do it:

• Begin the market analysis section with a brief executive summary. Summarize the key findings, such as market size, growth trends, and major opportunities or challenges.
• Provide a general overview of the event management industry. Highlight the significance of the industry and the role it plays for other businesses. 
• Clearly define your target market, including demographics, psychographics, and geographic considerations. Present a detailed picture of the audience you aim to serve with your event management services.
• Present current industry trends and developments. Use charts or graphs to illustrate trends, making the information visually engaging.
• Provide estimates of the overall market size for event management services. Present historical growth data, future projections based on reliable sources and other insightful event statistics.
• Include a comprehensive analysis of your competitors. Create a chart or table that highlights key competitors, their market share, strengths, and weaknesses.
• Present the results of your SWOT analysis.
• Provide insights into the challenges and opportunities within the industry. Discuss how your business plans to navigate challenges and leverage opportunities. For example, how do your competitors effectively leverage event booking systems , and how efficient are they?
• Detail the pricing strategies and fee structures prevalent in the market. Explain your pricing strategy and how it aligns with the perceived value of your services.
• Present findings on consumer behavior when selecting event management services. Discuss factors influencing their decisions and preferences.
• Discuss the distribution channels commonly used in the event management industry. Explain how your business plans to reach and engage your target audience.
• Discuss the impact of technology on event management services. Highlight any technological advancements that your business plans to leverage such as event ticketing apps and tools .
• Explore relevant environmental and social trends influencing event planning preferences. Show how your business is aligned with or responds to these trends.
• Include selected customer feedback and testimonials. Use real-world examples to demonstrate client satisfaction and success stories.
• Incorporate visual aids such as charts, graphs, and tables to present data in an easily digestible format. Use visuals to enhance key points and make the information more engaging.

Remember to tailor the presentation of your market analysis to your specific audience —whether it’s potential investors, partners, or internal stakeholders. Clear and concise communication of your market insights will contribute to a strong and convincing event management business plan.

6. Marketing & Sales Strategy

Next chapter of your event planning business plan is developing and presenting a robust marketing and sales strategy. It’s crucial for attracting clients and investors. Here’s a step-by-step guide on how to formulate and effectively present this section:

Marketing Strategy

Target market and positioning.

• Clearly define your target market segments and demographics.
• Explain how your event management services meet the needs of these specific markets.
• Emphasize the unique value proposition that positions your business uniquely in the market.

Branding and identity

• Outline your brand identity, including logo, colors, and messaging.
• Describe how your brand reflects the values and positioning of your event management business.

Online presence

• Detail your online presence, including a professional website and social media profiles.
• Discuss the platforms you will use to connect with your audience and share updates.

Content marketing

• Explain your content marketing strategy to showcase expertise and engage your audience.
• Detail plans for blog posts, articles, case studies, or other content that demonstrates your event planning knowledge.

Search engine optimization (SEO)

• Discuss your SEO strategy to improve the visibility of your website in search engine results.
• Outline the keywords relevant to your business and how you plan to optimize your online content.

Email marketing

• Detail your email marketing strategy for reaching and nurturing potential clients.
• Discuss the types of emails you’ll send, the frequency, and the goals of your email campaigns.

Networking and partnerships

• Identify networking opportunities within the event planning industry.
• Discuss potential partnerships with vendors, venues, or other businesses that can enhance your service offerings.

Sales Strategy

Sales channels.

• Identify the primary sales channels you will utilize (direct sales, online sales, partnerships, etc.).
• Explain how these channels align with your target market and marketing strategy.

Sales team structure

• If applicable, outline your sales team structure.
• Introduce key members and their roles in the sales process.

Sales tactics

• Provide a detailed explanation of your sales tactics and methodologies.
• Discuss how you plan to approach potential clients, conduct consultations, and close deals.

Pricing strategy

• Clearly outline your pricing strategy for event planning services.
• Explain how your pricing aligns with the value you provide and competitive market rates.

Sales forecast

• Present a sales forecast outlining expected revenue based on your sales projections.
• Break down the forecast by service categories or target markets.

Customer relationship management (CRM)

• Discuss your CRM system and how it will be used to manage client relationships.
• Highlight how you plan to retain clients for repeat business.

Sales promotions and incentives

• Outline any sales promotions, discounts, or incentives you plan to offer.
• Explain how these strategies align with your overall marketing and sales goals.

Presentation Tips

• Use visuals like charts, graphs, and images to enhance the presentation. Create a visual representation of your sales funnel, conversion rates, or growth projections.
• Be concise and use clear language to communicate your marketing and sales strategies. Avoid jargon or overly technical terms that may confuse your audience.
• Present realistic and data-backed projections . Show a clear understanding of your market, industry trends, and potential challenges.

7. Operational Plan

Writing an operational plan for your event management business plan involves detailing the day-to-day operations, logistics, and processes that ensure the successful execution of events. But how do you structure and write an effective operational plan? Let’s see:

• Describe the physical location of your event management business. Discuss any facilities, office space, or storage areas you use to support your operations.
• Outline the organizational structure of your event management team. Introduce key team members, their roles, and responsibilities. Emphasize the expertise and experience that each team member brings to the business.
• Provide detailed job descriptions for each team member. Clearly define the roles and responsibilities associated with event planning, coordination, design, marketing, and any other relevant functions.
• Discuss your staffing plan, including the number of full-time, part-time, and contract staff. Detail any plans for hiring additional team members based on business growth.
• Outline your approach to training and developing your event management team. Discuss ongoing education, certifications, or workshops that contribute to professional development. 
• Detail the workflow and processes involved in event planning and execution. Provide a step-by-step guide, from initial client consultation to post-event evaluation.
• Discuss how you source, negotiate with, and manage vendors. Outline criteria for selecting vendors and maintaining strong relationships with them.
• Identify the technology tools and software you use to enhance operational efficiency. Discuss any event management plugin , project management software, communication tools, or CRM systems.
• Detail your approach to handling event logistics, including transportation, equipment, and supplies.
• Discuss how you ensure that all necessary equipment and materials are available for each event.
• Explain how you maintain high-quality standards in event planning and execution. Detail your quality control processes to ensure client satisfaction.
• Outline measures to ensure the well-being of attendees, staff, and vendors during events.
• Provide an emergency response plan that addresses potential risks during events. Outline procedures for handling unforeseen challenges and ensuring the safety of all involved parties.
• Create a timeline that outlines key milestones and deadlines for event planning and execution. Detail your approach to monitoring and evaluating the success of each event.
• Discuss feedback mechanisms, post-event surveys, and metrics used to assess performance.

8. Team Structure

Explaining the team structure in your event planning business plan provides the reader with a clear understanding of the roles and responsibilities within your organization. You should:

• Include an organizational chart that visually represents the hierarchy and relationships within your event planning team. Clearly show the positions and reporting lines.
• Identify and introduce key leadership positions within your team. This may include the founder/CEO, directors, or senior managers responsible for overall business strategy and decision-making.
• Detail the core event planning team members and their roles. Specify responsibilities such as event coordination, logistics, design, and client communication.
• Provide detailed descriptions of the roles and responsibilities for each team member. Clearly define what each position is accountable for within the event planning process.
• If applicable, detail the responsibilities and contributions of the founder/CEO. Highlight their vision, leadership, and strategic role in the company.

9. Financial Projections for Event Management Business Plan

Image by Freepik

Everybody loves money, but not many people love finances and the complications that come with it.

Creating financial projections for your event management business plan involves estimating future revenue, expenses, and profitability. If it seems complicated, it’s better to hire an expert. Here’s a step-by-step guide to help you navigate the process:

Begin by estimating your sales revenue. Break down your services into categories (e.g., corporate events, weddings) and project the number of events you expect to handle.

Consider the pricing strategy for each service and calculate the total sales for each category.

Expense projections

Identify and estimate all the expenses associated with running your event management business. This includes:

• Variable Costs: Directly tied to the number of events (e.g., event materials, transportation).
• Fixed Costs: Remain constant regardless of the number of events (e.g., rent, salaries, insurance).
• One-time Costs: Initial expenses such as marketing campaigns or setting up a website.

Gross profit margin

Calculate the gross profit margin by subtracting the total cost of goods sold (COGS) from the total revenue. This provides a measure of profitability before accounting for fixed expenses.

Operating expenses

List and estimate all operating expenses, including rent, utilities, salaries, marketing, and any other ongoing costs. Break down these expenses into monthly or annual categories.

Net profit or loss

Calculate the net profit or loss by subtracting total operating expenses from the gross profit. A positive result indicates profitability, while a negative result signals a loss.

These are all the most important financial projections, let see some additional ones you can use to strengthen your event planning business plan.

Additional financial projections for event managers:

 cash flow projection.

Create a cash flow projection to estimate the inflow and outflow of cash over a specified period.

Factor in the timing of payments from clients, vendor payments, and other financial transactions.

 Break-even analysis

Perform a break-even analysis to determine the number of events or revenue needed to cover all costs. This helps identify when your business will become profitable.

Sensitivity analysis

Conduct a sensitivity analysis to evaluate the impact of changing variables on your financial projections. Identify key factors that could influence your projections and assess their potential impact.

Financial ratios

Calculate financial ratios such as return on investment (ROI), gross margin, and others relevant to your business. These ratios offer additional insights into your business’s financial health and performance.

Pro forma balance sheet

Create a pro forma balance sheet to summarize your assets, liabilities, and equity at a specific point in the future. This provides a snapshot of your business’s financial position.

Pro forma income statement

Develop a pro forma income statement that outlines expected revenues, costs, and profits over a specified period. This statement provides a comprehensive overview of your business’s financial performance.

 Pro forma cash flow statement

Prepare a pro forma cash flow statement that shows the flow of cash in and out of your business. This statement helps ensure that your business has sufficient cash to meet its obligations.

Graphs and visuals

Use graphs and visuals to present key financial data in a clear and visually appealing manner. Visual aids can make it easier for stakeholders to understand your projections.

10. SWOT Analysis

A SWOT analysis is a strategic planning tool that helps businesses identify their internal Strengths and Weaknesses, as well as external Opportunities and Threats. Conducting a SWOT analysis for an event management business plan can provide valuable insights into its current state and potential future challenges and opportunities. Let’s see how to do it right:

Example: Experienced and Creative Team

Your event management business may have a team with extensive experience and creativity, contributing to the successful planning and execution of events.

Example: Strong Vendor Relationships

If your business has established strong relationships with reliable vendors, it can leverage these connections for better deals, quality services, and smoother event logistics.

Example: Limited Marketing Budget

If your business has a limited marketing budget, it may face challenges in reaching a broader audience and competing with businesses that invest more in promotional activities.

Example: Dependence on Key Personnel

If your business heavily relies on specific individuals, such as key event planners, their absence or departure could pose a risk.

Opportunities

Example: Growing Demand for Virtual Events

If there’s a growing demand for virtual events, your business can seize the opportunity to expand its services to meet this emerging trend.

Example: Collaboration with Local Businesses

Collaborating with local businesses or venues could open up opportunities for mutually beneficial partnerships and increased visibility.

Example: Economic Downturn

Economic downturns can lead to reduced corporate budgets for events, posing a threat to the demand for event planning services.

Example: Intense Competition

An increase in the number of event management businesses in your area could intensify competition, making it crucial to differentiate your services effectively.

SWOT Analysis Overview

Internal factors are within your control and are related to the organization itself. Strengths are positive attributes that contribute to success, while weaknesses are internal challenges that need addressing.

External factors are beyond your immediate control and involve the external environment. Opportunities are favorable external conditions that your business can leverage, while threats are external challenges that your business needs to navigate or mitigate.

11. Legal Structure

In the legal structure section of your event management business plan, you’ll outline the legal framework under which your business operates. This section is crucial for potential investors, partners, and stakeholders to understand the formal structure of your business. Let’s see the exact steps you should take to maximize the impact of this section:

#1 Clearly specify the legal structure of your event management business. Common structures include:

• Sole Proprietorship: Owned and operated by a single individual.
• Partnership: Owned and operated by two or more individuals.
• Limited Liability Company (LLC): Provides liability protection for owners.
• Corporation: Offers separate legal identity and limited liability for shareholders.

#2 Provide details about the ownership of the business. Include the names, roles, and ownership percentages of all owners or partners. Specify if there are any major investors or stakeholders.

#3 Mention the legal registration details of your business, including the business name, registration number, and the jurisdiction where you are registered. Include information about any trademarks or copyrights associated with your business.

#4 Outline how your event management business complies with local, state, and federal regulations. Specify any industry-specific regulations or licensing requirements.

#5 Detail the types of insurance coverage your business carries to mitigate risks. This may include liability insurance, property insurance, or event cancellation insurance.

#6 Highlight key contracts and agreements that govern your business operations. This might include client contracts, vendor agreements, and partnership contracts.

#7 Discuss the measures your business has taken to manage legal and operational risks.

#8 Briefly mention your exit strategy, especially if you plan to sell the business, go public, or transition ownership in the future.

12. Funding Request (if applicable)

If you want to ask for additional funds for your business, that makes your event management business plan even more important. Writing a funding request in your event planning business plan is a crucial section that communicates your financial needs, the purpose for seeking funding, and how the funds will be utilized to achieve business goals. 

Key tips for influential funding requests for event managers:

• Provide a brief overview of your event planning business. Highlight key achievements, milestones, and aspects that make your business stand out. 
• Clearly articulate why you are seeking funding. Specify the purpose of the funds, whether it’s for expansion, marketing, technology upgrades, working capital, or any other specific need.
• Outline the preferred funding structure, such as equity financing, debt financing, or a combination of both. Specify the terms and conditions you are seeking, including the desired interest rates, repayment periods, or equity shares.
• Marketing and advertising.
• Technology upgrades.
• Staffing and training.
• Event logistics and equipment.
• Working capital for day-to-day operations.
• Present relevant financial projections to support your funding request. Show how the infusion of funds will contribute to revenue growth, profitability, and other key financial metrics.
• Discuss the anticipated return on investment for the potential investors. Highlight the expected financial benefits and how their investment will contribute to the business’s success.
• Provide a realistic assessment of potential challenges and how you plan to overcome them.
• If applicable, outline your exit strategy. Explain how investors will realize returns on their investment, whether through an IPO, acquisition, or other means.
• Emphasize your business’s competitive advantage and how the funding will strengthen that position. Highlight unique features, customer satisfaction, or proprietary methods that set your business apart.
• Set clear milestones and targets that will be achieved with the funding. This demonstrates a strategic plan and helps investors understand the trajectory of your business.
• Provide a timeline for when you anticipate securing the funding and when it will be utilized. This helps investors understand the urgency and planning behind your funding request.

13. Appendix

The appendix of an event management business plan is an additional section where you can include supplementary information to support and enhance the main body of the document. It’s a place to include detailed information, data, or documents that are important for understanding your business but may be too extensive or specific to include in the main sections. Here’s a list of items that you might consider including in the appendix of your event management business plan:

• Financial documents, including income statements, balance sheets, event proposal templates , cash flow statements, and break-even analysis. 
• Market research and analysis with detailed surveys, insights, and key competitors. 
• Marketing and promotional materials
• Client testimonials and case studies:
• Legal documents such as business licenses, permits, and contracts.
• Operational documents such as SOPs (standard operating procedures), event management resources , and sample checklists you use for event planning. 
• Detailed information about any specialized event planning or project management software.
• Certificates and awards
• Articles and press clippings

Pro tip : Include a table of contents for the appendix to guide readers through the additional materials.

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Everything You Need to Write an Effective Event Planning Business Plan

Nick Morpus

1. mission statement, 2. business structure, 3. products and services, 4. target market and marketing plan, 5. finances, examples of event planning business plans, other event planning business information.

You've gathered your resources, assessed the market, found your ideal business partners, and you're well on your way to starting your own event planning business.

But to make this business a reality, you need funding. And in order to secure funding, you need to make the case that your event management business has all the right parts in place so that once you receive funding, your business can take off.

A business plan makes that case for you by giving potential funders all of the information they need to make a decision on whether or not you are worth their time and money.

However, your business plan is not only a fundraising tool, it's also a road map you will revisit time and again for business accountability. Your business plan will help keep you on track with clearly defined goals and guidelines for your event planning firm.

I've narrowed down five key aspects of your business plan that you will have to hammer home in order to make the most effective case.

The first step to any business plan is to develop a definitive statement that lays out what your event planning business stands for and hopes to accomplish.

A good mission statement is a short (about one to two sentences) declaration of your beliefs, goals, and values as a company or organization.

Here are a few good examples of mission statements:

Leukemia & Lymphoma Society : Cure leukemia, lymphoma, Hodgkin's disease and myeloma, and improve the quality of life of patients and their families.

Make-A-Wish : We grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy.

Sweetgreen: To inspire healthier communities by connecting people to real food.

Other questions you could answer in your mission statement include, what kind of events do you hope to host? Do you want your event planning business to remain local or would you like to see it grow and expand to other areas and states?

Your business plan can only take shape once you have the structure of your company laid out and have identified the key job roles that will serve your business. This assures potential funders that your event planning business is ready to take off and all they need to do is provide the funds that will make it a reality.

Your structure description should include:

Your role within the company

The event planning team that you've assembled along with job titles and job descriptions

What legal form your event planning business operates under ( limited liability company , and S corporation , or a sole proprietorship )

Your prospective vendors and suppliers

Your prospective clients

Not every event planning business is the same. Some cater to large corporate events, while others plan small local events such as weddings and reunions. There are many event types , big and small, such as conferences, seminars, meetings, team building events, trade shows, business dinners, networking events, product launches, and award ceremonies.

These differences in market determine the services and products offered by the event planning business in question. The big question you need to determine for your business plan is how many services you will provide in-house and how many you will have to contract out for from other vendors.

Your products and services overview should address these questions:

What types of events will you plan?

Will you provide in-house catering services or contract out for catering?

Will you provide audio/visual equipment such as lighting and speaker systems for music, or work with outside vendors?

What kind of event marketing services will you provide? Will you provide social media management?

What type of guest invitations and guest correspondence will you offer?

Do you provide venue research or will you have your own venue?

What is your target market and how do you plan on reaching the people in that market?

It's important to know your demographics when marketing your event planning services. If you are targeting weddings, women in their 20s and 30s will be your most likely demographic (however men are more involved in the process than ever ). If you want to focus on conferences and other business-related events, your marketing effort should be geared more towards corporations and nonprofit organizations.

After conducting some demographic research, it's time to put that information to use by drawing up a marketing plan for your event planning business. What will your message be? How will your message be delivered (blog posts, videos, email lists, etc.)?

Want to efficiently manage your marketing plan? You can find the best event marketing software solutions in the Capterra directory.

Marketing strategies:

Social media marketing: As of November 2016 , 69% of all Americans use some sort of social media. This number increased from 11% in 2006. Your business plan should include the steps you will take to build followers and market to customers using Facebook, Twitter, LinkedIn, Snapchat, and Instagram.

Local word of mouth: Although this shouldn't be your main marketing strategy, it's good to show how you will spread the word about your business in your local area. Plan on working with your future vendors and suppliers to spread the word about your event planning services once you've established a relationship.

Traditional marketing: Your business plan can include strategies such as radio advertising, print advertising, and other traditional techniques as long as you think they will benefit your organization and reach your target market.

Finally, your business plan should cover how you plan on financing your event planning business and what kind of revenue you expect once business starts rolling in. This is where a prospective client list will come in handy because it shows that others are willing to pay for your services.

In the finance section of your business proposal, you will list what kind of funding you've already secured (whether from a bank, a friend or family member, or your own savings) and what funding you hope to secure through your business proposal.

Also include all planned expenditures so that potential funders will know what costs to expect for putting on events, and what you will need to hire staff, buy event equipment, lease venues or maintain your own, and market your business and your events. The best way to do this is by including a budget proposal which lists all expenses and forecasted incomes.

Here is a five step guide on building your business budget  from Freshbooks and a few business budget templates to help you get started:

Vertex42 Excel Budget Business Template

Intuit Quickbooks Startup Business Budget Template

Microsoft Office Business Expense Budget

Now that you have the building blocks, here are some sample business plans that you can use as a framework:

Profitable Venture Event Planning Business Template : This template uses the fictional “Tony & Tammy House of Events LLC" event planning business to show the language you should use and information you should include in your own plan.

B Plans Personal Event Planning Business Plan Template : Similar to Profitable Venture, this template is also a fleshed out example of an event planning business plan. The only difference is they also offer an online plug-and-go template as well as writing guidance for as low as $9.95 a month.

What has been the most difficult step in starting your own event planning business? Are there any lessons you've learned? Let me know in the comment section below!

If you've drafted your business plan but are not sure what the next steps are to take, be sure to check out my guide on starting event planning businesses: The Ultimate Guide on How to Start Your Event Planning Business .

Lastly, if you are looking for new ways to step up your events, the Capterra event management blog has the resources to help you make decisions on new software, technologies, and best practices:

4 Event Mobile Apps to Increase Attendee Engagement

The Top 10 Books Every Event Manager Should Read

5 Online Event Planning Classes to Jumpstart Your Career

Top 5 Free Tools to Live Stream Your Event Online

Was this article helpful?

About the author.

Nick Morpus is a former Capterra analyst.

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How to Write an Event Organiser Business Plan (With Examples)

If you’re looking to turn your event into a viable and profitable enterprise, you’ll need to devise a solid business plan. Whether your aim is making more money, securing investment and partners, or simply keeping up with your commercial goals, an event business plan is the launchpad of a successful business.

A well-written plan can be an invaluable resource for you, your team , and your event – and writing one need not be difficult. Our systematic and straightforward event business plan step-by-step guide will show you how to create one while providing you with useful examples for budgeting and promotion that you can adapt for your particular market.

How do you write a business plan as an event planner?

From coming up with your blue-sky mission statement to the nitty-gritty details of hosting your event, there are several steps to creating a great event business plan. Read on to get our in-depth tips, see examples and find out exactly what should go into your plan.

In this article, our tips for writing an event business plan are broken down into eight sections. We’ll show you how to:

• Begin your event business plan with a mission statement
• Describe your greater vision with a vision statement
• List the key objectives you want to track
• Enhance your event business plan with storytelling
• Detail an event marketing strategy
• Outline your event’s operational requirements
• Crunch the numbers for your event budget
• Conduct a SWOT analysis for your event

1. Begin your event business plan with a mission statement

Your mission statement describes your event in a short sentence or two. It helps to sell your event to important stakeholders and forms the foundation of your marketing. In fact, it’ll also help to keep you focused since every decision you make will ultimately trace back to your mission.

The Macarthur Centre for Sustainable Living (MCSL), a community-focused, not-for-profit organisation with sustainability at its core, is just one example of how a simple mission statement turned into a successful real-life venture.

MCSL has a simple philosophy based on its objective to make a positive difference in environmental sustainability by encouraging the community to adopt sustainable lifestyle choices. Its mission statement sums up how MCSL operates as well as what it stands for:

“To develop MCSL into a regional place of excellence that inspires the community to embrace an environmental conscience.”

This high-level mission statement sells the spirit of MCSL succinctly. Make yours equally inspiring, and keep it as short as possible to make it easy to keep your mission in mind.

2. Describe your greater vision with a vision statement

While a mission statement says what your event is about, a vision statement describes what you hope your event brand will become . It could also be known as your Big, Hairy, Audacious Goal (your BHAG ).

The Cancer Council Victoria uses the mission statement “Prevent cancer. Empower people. Save lives.”

But the foundation’s vision is even more aspirational:

A cancer free future.

What’s your blue-sky vision? You might not cure cancer, but perhaps you want to eventually turn your foodie pop-up into a nationwide series of “locavore” festivals. Perhaps you want to introduce attendees to a new style of dance? Or bring art into the homes of the nation?

Brevity and clarity are also key in this section of your business plan, so you should be able to sum up your vision statement in one short sentence. For example, a lot of businesses these days want their activities to produce no carbon emissions whatsoever, so they might use a vision statement like “net-zero by 2050”.

A good way to come up with your vision statement is to ask yourself what effect you eventually want your event to have more widely. Be as imaginative as you can and also think about why you created your event in the first place. This will help you to produce evocative language, which will have a greater impact on your audience.

3. List the key objectives you want to track

Your key objectives convert your mission statement into on-the-ground action. They are realistic goals that you can achieve in the short term and in the future. Examples might include:

• Gaining a set number of followers on social media
• Expanding your event into a different area
• Pinning down a special guest to make an appearance
• Selling a certain number of tickets for each event

Make a list of the key tasks and deliverables integral to your event. In the foodie pop-up example above, a few key objectives might be to:

• Host three foodie pop-ups in your local area this year
• Find at least ten sponsors – local food purveyors or restaurants
• Acquire 10,000 followers on Instagram

Make your objectives aspirational but achievable – and definitely measurable . Make records of where you currently are in regard to achieving these goals and attach metrics to each one. Eventbrite offers useful analytic data, which can be used to help you track your return on investment (ROI) and more.

4. Enhance your event business plan with storytelling

Here’s the heart of your business plan: a tangible description of your event. This is important because not only does it tell potential investors what they’re being asked to buy into but it’s also often the first (and only) chance you’ll get to grab a potential attendee’s attention online.

The key here is to provide a text that’s as informative as it is readable. Strike a balance between providing the reader with all the essential details they need, without overwhelming them with information.

Define what makes your event unique and sell your audience on your vision with data that grounds it in reality. For example, if you’ve had a high demand for tickets in the past, let the reader know how many tickets you’ve sold for your events to date.

Craft a succinct event story with our event business plan checklist:

• Describe your target audience, with research into the market
• List potential or actual sponsors, investors, and partners who will support and influence your event
• Lay out the team structure you intend to build – who will get what done?

Your job here is to convince the reader that your event will be successful. Give proof that you can back up your ideas with business acumen.

5. Detail an event marketing strategy

Word of mouth is a timeless marketing channel, but most events don’t sell themselves right away. You’ve already described your mission, your vision, and the event itself, so now you can use this content in your marketing strategy and include additional information:

How will you price your event?

Will you use a flat rate or provide an early bird option at a discount? While the latter might prove a great idea for festivals and conferences, recurring events like workshops would benefit from a different marketing approach. For example, consider providing tiered ticketing options for regular events, giving guests a choice of a standard or VIP ticket with added extras. This can create a buzz of prestige around your event.

What’s your promotion budget?

Knowing what resources you have is integral to marketing your event effectively and securing a good ROI.

Which marketing channels will you use?

Your target audience will determine the direction of your marketing channels. This includes which social media platform you choose to market your event on. For example, if your arts event caters to twenty-somethings, the highly visual environment that Instagram provides will often be a better marketing match than LinkedIn , which is more suited for specialist industry lectures and business networking events.

Making the right choice of channel means that half your work is done because your event will get more exposure with people who are already interested in your sector, generating a higher lead-to-conversion rate.

6. Outline your event’s operational requirements

There are countless logistics that go into even the smallest event. Break your needs into categories: facilities, services, staffing , production, technology, legal, and insurance – just as a starting point!

Then start to anticipate what the real implications are for your event with reference to each of these categories. Depending on your specific event, facilities might include setting up a cloakroom or the hire of portaloos, shower cubicles, or charging points. Services might include anything from catering, rubbish disposal or cleaning, to the cost of basic utilities if they aren’t included in the venue hire. Production might cover contracting performers, printing tickets or wristbands, and transport of sound equipment.

Don’t leave anything out. This exercise will help you with the next step – assigning a cost to each aspect of your event.

7. Crunch the numbers for your event budget

Financial forecasts are essential to showing whether your event will be profitable – and to making your plan a business plan. It’s common to include both an overview of your numbers as well as a full budget spreadsheet, usually as part of an appendix.

Identify all potential income streams, like ticket sales , exhibition space sales, food, or merchandise. If you have funding secured or capital saved, include this as well.

You’ll also need to tally all expenditures , including your operational and promotional costs. These might include venue and equipment hire, paying staff working at the event, and the cost of targeted ads.

Your business plan might serve as a way to win over potential investors. For instance, if your idea for a national yoga teachers’ conference will require an initial cash injection to get it off the ground, show how it will pay for itself in a matter of years in your budget. You should go into detail about cover prices, including any deals you’ve been able to get with suppliers or the venue.

Make sure to illustrate your event’s projected earnings in a simple graph, such as a bar or pie chart. This is an effective and simple of way communicating how you’re making your budget work for you.

8. Conduct a SWOT analysis for your event

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. This assessment is important because every event carries inherent risks, and it’s a liability to ignore them. You’ll want to identify and acknowledge any risks, and then provide solutions. Let’s take a look at this concept using the example of a fundraising triathlon.

You’ve sold many tickets so far.

You’ve planned the event for the mildest time of year.

You’ve got catastrophe insurance.

There’s high competition from other similar events.

Opportunities

Extra funds can be raised with a cold drinks stall.

The triathlon may need to be called off in the event of bad weather, eg a thunderstorm.

Event business plan FAQs

How do i start an event organising business.

You could start by writing an event management business plan. See the above section, “Outline your event’s operational requirements,” to get an idea of what managing an event involves.

What is a business plan in event management?

A business plan is where you convince investors that your idea for turning your event into a business is not only viable, but also profitable. This will include presenting the necessary figures detailing why your business will offer a good ROI. Check out the sections “Enhance your event business plan with storytelling” and “Crunch the numbers for your event budget” for more tips on how to write an event planning business plan.

How do you write a business plan for an event?

The above steps in this article explain how, but try looking for an event business plan example online if you’d like to see how it’s done.

What is an event planning proposal?

A proposal is a resumé of how you plan to execute your event, written with key stakeholders as the audience.

Set your event business plan in motion

To dive deep into the details of creating an event business plan, and to learn how to compile these sections into an effective document, download our free templates for planning, organising, and hosting your event.

Create your free event listing today

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Hannah Phelvin-Hartley

Hannah Phelvin-Hartley specialises in producing content for the lifestyle, education, engineering and automotive, politics, human rights and legal sectors. She can translate from Italian, Spanish and French into English. In her free time, Hannah can usually be found cooking, reading, practising Yoga and dancing.

You might also like these

Writing Event Business Plans

Event business plans are not the most exciting part of running an events company but they are a necessity in many situations. If you’re planning a commercial event or need sponsorship or financial backing to fund an event, you will become intimately familiar with business planning.

As part of our series on setting up your own events business, we are going to cover the basics of writing event business plans. It’s a necessary step in your growth and development and every event planner needs to know how to design and produce a quality business plan.

Event business plans are covered in the ‘ Setting up an event business masterclass ’. It contains everything you need to know about setting up and running an events business!

What is an event business plan?

An event business plan is not the business plan you use to gather funding for your business. That is entirely different. An event business plan is used for a specific event you are planning to host and will be used to attract stakeholders, sponsorship or to sell your idea to a commercial backer or client.

The intent of the plan is to outline the purpose of the event, its tangible goals, its financial viability and the returns a backer or sponsor can expect.

You don’t have to use an event business plan for attracting backing. You can also use them internally to help outline the goals of the event and help maintain focus on the bigger picture.

What is included in an event business plan?

There are no specific rules for event business plans but they would typically include:

• A table of contents

Executive summary

Event overview, vision and analysis, event requirements, marketing plan, financial plan, management controls and measures.

You would also have a cover page to make the document look professional. It should include the events company name, planned event name and your branding.

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Table of contents

The table of contents helps keep the business plan organised and shows the reader what to expect and where.

The executive summary is an overview of the event and should include features and benefits, reasons why the reader should be excited and why you need their help. You should also include who you are and who the event business plan is aimed at. It should explain what the event is, the when, where and how. Also mention who the event is for and who the target market is.

It should also include the event goals and outline the returns any potential backer would realise. Include projected costs and financial returns and outline the measures and controls you will use to monitor progress, finances and achievements.

The executive summary should ideally be a minimum of a single page but not so long as to bore the reader or include everything you will be outlining further into the plan.

The background section of your event business plan is the ‘who am I’ section. This is where you outline your events company, you as an event planner, any history of the event itself and your experience. Think of this as your CV where you outline significant achievements and list a few high profile or immensely successful events you have planned in the past.

This is where you sell yourself, so concentrate on achievements, accolades and justifications as to why the reader should have confidence in you.

The event overview should outline the event and its goals. It should include the core purpose of the event, key objectives, projected returns, requirements, timescales and a strategy for pulling it all together. The overview should include the event program, target demographic complete with personas and the features and benefits for the stakeholder.

The event overview should use SMART. Specific, Measurable, Achievable, Relevant and Time-Based. Make sure every element within the overview adheres to these requirements.

The vision and analysis section is where you outline the high level vision for the event. What do you want it to achieve? What is its long-term purpose? How will you achieve that purpose? How will you measure its success or failure? This part of the plan should include a lot of detail on the strategy and specifics of how your event will deliver on those goals.

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It may also be useful to include a SWOT analysis . This is where you identify and outline the Strengths, Weaknesses, Opportunities and Threats of the event. It is also where you detail how you will leverage its strengths, mitigate its weaknesses, maximise the opportunities and protect against any threats to its success.

The event requirements section should go into detail about what you will need to deliver the event. That should include venue, facilities, equipment, staff, talent, catering, transport, support crew, outside providers, legal and insurance. Every element that will contribute to your event needs to be outlined here.

You should also provide a projected cost for all these elements. Make the estimate as accurate as possible within reason.

Here you should outline your marketing strategy for the event. This section of the event business plan should include the event USP, key messages, unique marketing opportunities and your overall marketing strategy. Include offline, online, promotion, social media, email, celebrity promotion and every medium you can leverage to get the word out about the event.

Include a marketing budget and a breakdown of how the money will be spent.

The financial plan is probably the most important if you are trying to attract sponsorship. It will outline what the stakeholder can expect to pay and the return they can expect to get.

Make sure to include the predicted costs of the venue, equipment, talent, outside providers, staff, marketing, software and apps and every element of the event. Then outline the potential sources of income from tickets, merch, exhibitor fees, grants, other sponsors and anything else you can identify.

This section should outline how you will deliver the event. What staff, organisation, practices, tools and measurements you will use to achieve the stated goals and provide the projected return for the event. It should also include how you will measure participation, success and effect of the event and the specifics of any reporting functions you will use.

There should also be a frank and realistic risk assessment included within this section. It should include realistic risks to every part of the event and the measures you will take to mitigate against them.

The appendices can include a range of supporting material. It can include maps, metrics, graphs, health and safety statements, insurance quotations, research, audience persona data and anything you can use to support the overall event business plan.

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Event business plans are resource intensive pieces of work but also incredibly useful. They are detailed and need to be specific but can provide the backbone for your entire event from initial planning to delivery. Well worth doing even if you’re not looking for funding!

Event Planning Company Business Plan

Written by Dave Lavinsky

Event Planning Business Plan

You’ve come to the right place to create your event planning business plan.

We have helped over 10,000 entrepreneurs and business owners create business plans and many have used them to start or grow their event planning companies

Below is an event planning business plan sample to help you create each section of your Event Planning business plan.

Executive Summary

Business overview.

Special Occasions Event Planning is a startup event planning business located in Des Moines, Iowa. The Company is founded by Jennifer Brown, an experienced event planner who has been planning themed weddings and birthday parties as the manager of a local event venue for the past ten years. Now that Jennifer has gained valuable experience managing an event venue and planning special events of various sizes and styles, she is ready to start her own event planning company, Special Occasions Event Planning. Jennifer is confident that her event planning skills, combined with her understanding of business management, will enable her to run a profitable event planning company of her own. Jennifer is recruiting a team of highly qualified professionals to help manage the day-to-day complexities of running an event planning business – sales and marketing, supply sourcing and procurement, customer relationship management, budgeting, financial reporting, and vendor relationship management. 

Special Occasions Event Planning will provide customized event planning services for special occasions big and small. Special Occasions will specialize in themed birthday parties, but will provide planning services for other types of events such as weddings, parties, and corporate gatherings upon request. The Company will be the ultimate choice for unique and memorable themed birthday parties for clients of all ages. 

Product Offering

The following are the event planning products and services that Special Occasions Event Planning will provide:

• Venue Sourcing 
• Tables & Chairs
• Dinnerware & Utensils
• Caterer Coordination
• Entertainment
• Party Favors
• Photography/Videography
• Lighting/Sound
• Bartending/Liquor 
• Set-up/Clean up

Customer Focus

Special Occasions Event Planning will target individuals, families, and social groups in Des Moines, Iowa. The Company will target people looking to plan a one-of-a-kind birthday party for their child, significant other, friend, or other relative. No matter the customer, Special Occasions Event Planning will deliver the best communication, service, and attention to detail. 

Management Team

Special Occasions Event Planning will be owned and operated by Jennifer Brown. Jennifer is a graduate of Iowa University with a degree in Business Management. She has over ten years of experience working as an event planner for another local venue. Jennifer will be the Company’s Chief Executive Officer and the Head Event Planner. She will lead the more complex events and oversee the event planning staff. 

Jennifer has recruited an experienced administrative assistant, Patricia Smith, to help manage the day-to-day business operations. Patricia has been an administrative assistant in the event planning industry for more than 15 years. Jennifer relies on Patricia’s organization, attention to detail, and punctuality when organizing her schedule, managing clients, and maintaining her files. 

Jennifer and Patricia have recruited an experienced marketing director, John Jones, to become a member of the Special Occasions Event Planning management team. John is a graduate of the University of Iowa with a Bachelor’s degree in Marketing. Jennifer and Patricia rely on John’s expertise to execute the Company’s marketing plan and advertising strategies.  

Success Factors

Special Occasions Event Planning will be able to achieve success by offering the following competitive advantages:

• Skilled team of event planners who will ensure every client receives exceptional customer service and that all reasonable requests are met. 
• Special Occasions Event Planning’s leadership team has established relationships with local venues, vendors, and entertainers, thus providing customers with a wide selection of options to choose from when planning their special event. 
• The Company specializes in the themed birthday party niche and is well-versed in the latest trends in the industry. 

Financial Highlights

Special Occasions Event Planning is seeking $200,000 in debt financing to launch its event planning business. The funding will be dedicated towards securing an office space and purchasing equipment and supplies. Funding will also be dedicated towards three months of overhead costs to include payroll of the staff and marketing expenses. The breakout of the funding is below:

• Office lease and renovation: $80,000
• Office equipment, supplies, and materials: $20,000
• Three months of overhead expenses (payroll, utilities): $90,000
• Marketing costs: $10,000
• Working capital: $10,000

The following graph below outlines the pro forma financial projections for Special Occasions Event Planning.

Company Overview

Who is special occasions event planning .

Special Occasions Event Planning is a newly established event planning company based in Des Moines, Iowa. Special Occasions will be the first choice for unique themed birthday parties for people of all ages in Des Moines and the surrounding communities. The company will provide customized event planning services for parties large and small. 

Special Occasions Event Planning will be able to provide all the essentials for any special event from highly rated caterers to the hottest entertainment due to the Company’s existing relationships with industry professionals and vendors. The Company’s team of highly qualified event planning professionals will manage the entire planning process from ideation to execution. Special Occasions even provides clean-up services. Clients can opt for full-service event planning services or purchase specific aspects (such as decor or catering) a la carte. 

Special Occasions Event Planning History

Special Occasions Event Planning is owned and operated by Jennifer Brown, an experienced event planner who has been planning themed weddings and birthday parties as the manager of a local event venue for the past ten years. Now that Jennifer has experienced managing an event venue and planning special events of various sizes and styles, she is ready to start her own event planning company. Jennifer is confident that her event planning skills, combined with her understanding of business management, will enable her to run a profitable event planning company of her own. Jennifer is recruiting a team of highly qualified professionals to help manage the day-to-day complexities of running an event planning business – sales and marketing, supply sourcing and procurement, customer relationship management, budgeting, financial reporting, and vendor relationship management. 

Since incorporation, Special Occasions Event Planning has achieved the following milestones:

• Registered Special Occasions Event Planning, LLC to transact business in the state of Iowa. 
• Has signed a contract to lease the office space. 
• Reached out to numerous contacts to include local venues, catering companies, entertainers, and decor suppliers to spread the word about her new business opportunities. 
• Began recruiting a staff of accountants, event planners, sales and marketing associates, and office staff to work at Special Occasions Event Planning Services.

Special Occasions Event Planning Services

Industry analysis.

The Party and Event Planning industry in the United States is valued at approximately $4B, with 70,000 businesses in operation, and over 82,000 employees. The market for event planning services is expected to grow over the next several years due to an aging baby boomer population, many of whom have children and grandchildren who will have weddings, birthday parties, graduations, anniversaries, and other special events in the coming years. Additionally, the corporate event planning segment is expected to grow due to more companies pursuing team building opportunities and hosting events that can serve as marketing for the business. 

The event planning market is split into two broad segments: corporate and social. Corporate events such as holiday parties, meetings, trade shows, conventions, fundraisers, and receptions are just some of the events included in this segment. Corporate customers include companies, non-profit organizations, and charities. The social segment includes a wide range of special occasions such as weddings, bridal showers, birthday parties, anniversary parties, reunions, and more. The largest and most lucrative category in the social event planning segment is wedding planning. 

Industry operators can specialize in one or two niches such as wedding planners or corporate planners. Alternatively, industry operators can provide planning services for a wide range of events. Industry operators that specialize in a specific niche and even narrow their niche to a specific type of event, such as “kids’ parties” or “fashion shows” may have more success because they can become an expert in one area and target a highly specific customer segment. Industry operators who provide a broad range of services to a variety of customers can be successful if they provide high levels of organization, customer service, and unique or highly customized services. 

Customer Analysis

Demographic profile of target market.

Special Occasions Event Planning will target individuals, families, and social groups in Des Moines, Iowa. The Company will target people looking to plan a one-of-a-kind birthday party for their child, significant other, friend, or other relative. Special Occasions Event Planning will also target young adults looking to plan a memorable, themed 21st birthday party. No matter the customer, Special Occasions Event Planning will deliver the best communication, service, and attention to detail. 

The precise demographics for Des Moines, Iowa are:

Customer Segmentation

Special Occasions will primarily target the following customer profiles:

• Millennials
• Individuals with disposable income
• Families with children and disposable income

Competitive Analysis

Direct and indirect competitors.

Special Occasions Event Planning will face competition from other companies with similar business profiles. A description of each competitor company is below.

Emily’s Event Planning

Established in 2017, Emily’s Event Planning is now a well-known event planner in the Des Moines, Iowa area. The company provides event planning services for large corporate events, weddings, and birthday parties. Emily’s Event Planning is most well-known for its picturesque venue choices. The company has relationships with some of the most in-demand venues in the area. Emily’s Event Planning provides an all-inclusive event planning and management service with packages that include venue rental, decor, entertainment, food, and clean-up services. 

While Emily’s Event Planning has an established reputation in the market for quality event planning services, it has a list of predefined event packages and does not customize its services or take unique requests from customers. 

Fancy Event Planner

Fancy Event Planner has been operating in the state of Iowa since 1982. This company is a small business run by a husband and wife team that specializes in event planning and catering services for weddings, birthday parties, and other special occasions. Fancy Event Planner provides decor, venue coordination, and food service for events of up to 100 guests. The company specializes in providing gourmet dinners, desserts, and appetizers. Additionally, Fancy Event Planner provides hand crafted decor and floral arrangements for weddings and parties. Fancy Event Planner is for customers looking for an elegant presentation in a traditional setting. 

Fancy Event Planner has a limited selection of services and does not offer entertainment, set-up/clean-up, lighting/sound, or liquor accommodations. 

Wonderfully Perfect Event Planning Services

Wonderfully Perfect Event Planning Services is a new Des Moines, Iowa-based event planner that provides superior service to its customers. The company is managed by an experienced entrepreneur who has been working in the hospitality industry for over 20 years. She opened Wonderfully Perfect Event Planning Services in 2019 when she discovered a lack of options for themed party planning in the area. The company provides customized planning services for any event and will strive to ensure all customer requests are met to ensure a perfect event experience every time. 

The company does not have established relationships with vendors, venues, or entertainment in the area and as such, trails behind Special Occasions Event Planning in this area. 

Competitive Advantage

Special Occasions Event Planning will be able to offer the following advantages over the competition:

• Skilled team of experienced event planners who are able to provide customized planning services and fulfill any reasonable request. 
• Special Occasions Event Planning’s management team has long-standing relationships with industry professionals and is able to provide customers with a wide selection of options when it comes to venues, entertainment, and catering.  
• The Company specializes in themed birthday parties and keeps up on the latest trends in the industry. 

Marketing Plan

Brand & value proposition.

Special Occasions Event Planning will offer the unique value proposition to its clientele:

• Special Occasions Event Planning provides full-services event planning from ideation to execution. 
• The Company’s wide selection of options allows each customer to create their dream event.  

Promotions Strategy 

The promotions strategy for Special Occasions Event Planning is as follows:

Social Media Marketing

The Company’s marketing director will create accounts on social media platforms such as LinkedIn, Twitter, Instagram, Facebook, TikTok, and YouTube. He will ensure Special Occasions maintains an active social media presence with regular daily updates and fun content to get customers excited about using the Company’s event planning services. 

Professional Associations and Networking

Special Occasions Event Planning will become a member of professional associations such as the Event Planners’ Association, American Party Planning Society, and the Iowa Special Event Association. The leadership team will focus their networking efforts on expanding the Company’s vendor and client network. 

Print Advertising

Special Occasions Event Planning will invest in professionally designed print ads to display in programs or flyers at industry networking events. The Company will also send direct mailers to local businesses with employees who are in the target market. 

Website/SEO Marketing

Special Occasions Event Planning will utilize its in-house marketing director that designed the print ads to also design the Company’s website. The website will be well organized, informative, and list all the services that Special Occasions is able to provide. The website will also list information on the Company’s events and promotions. 

The marketing director will also manage the Company’s website presence with SEO marketing tactics so that when someone types in a search engine “Des Moines Event Planner” or “Event Planner near me”, Special Occasions Event Planning will be listed at the top of the search results.

The pricing of Special Occasions Event Planning will be premium due to the high level of customization and hands-on planning services involved. Customers will feel they receive great value when purchasing the Company’s services.  

Operations Plan

The following will be the operations plan for Special Occasions Event Planning.

Operation Functions:

• Jennifer Brown will be the CEO and Head Event Planner. She will lead the more complex events and oversee the event planning staff. Jennifer has spent the past year recruiting the following staff:
• Patricia Smith – Administrative Assistant who will manage the budgeting, vendor relationships, and logistics.
• Sam Johnson – Accountant/Bookkeeper who will provide all accounting, tax payments, and monthly financial reporting.
• John Jones – Marketing Director who will oversee all marketing strategies for the Company and manage the website, social media, and outreach. 
• Michelle Garcia – Customer Success Officer who will oversee customer relationships. 

Milestones:

Special Occasions Event Planning will have the following milestones complete in the next six months.

11/1/2022 – Finalize contract to lease the office space. 

11/15/2022 – Finalize employment contracts for the Special Occasions Event Planning management team.

12/1/2022 – Begin renovations on the office and purchase office equipment and supplies. 

12/15/2022 – Begin networking at industry events and implement the marketing plan. 

1/15/2023 – Begin recruiting and training office staff and event planners. 

2/15/2023 – Special Occasions Event Planning officially opens for business. 

Financial Plan

Key revenue & costs.

The revenue drivers for Special Occasions Event Planning are the fees charged to customers in exchange for the Company’s event planning services. Customers will be able to purchase full-service, customizable packages or select specific aspects (such as entertainment or catering) a la carte. 

The cost drivers will be the overhead costs required in order to staff an event planning business. The expenses will be the payroll cost, utilities, party supplies, and marketing materials.

Funding Requirements and Use of Funds

Key assumptions.

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.

• Average number of events per month: 4 
• Average fees per month: $20,000
• Overhead costs per year: $360,000

Financial Projections

Income statement, balance sheet, cash flow statement, event planning company business plan faqs, what is an event planning company business plan.

An e vent planning company business plan is a plan to start and/or grow your event planning company business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.

You can easily complete your event planning company business plan using our Event Planning Company Business Plan Template here .

What are the Main Types of Event Planning Companies?

There are a number of different kinds of event planning companies , some examples include: Corporate Events, Social Events, and Niche Events Planning.

How Do You Get Funding for Your Event Planning Company Business Plan?

Event planning companies are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding. This is true for an event business plan or an event management business plan.

What are the Steps To Start an Event Planning Business?

Starting an event planning business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.

1. Develop An Event Planning Company Business Plan - The first step in starting a business is to create a detailed event planning company business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.  

2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your event planning business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your event planning business is in compliance with local laws.

3. Register Your Event Planning Business - Once you have chosen a legal structure, the next step is to register your event planning business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws. 

4. Identify Financing Options - It’s likely that you’ll need some capital to start your event planning business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms. 

5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations. 

6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events. 

7. Acquire Necessary Event Planning Company Equipment & Supplies - In order to start your event planning business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 

8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your event planning business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising. 

Learn more about how to start a successful event planning business:

• How to Start an Event Planning Business

Other Helpful Business Plan Templates

Photography Business Plan Template Event Venue Business Plan Template Catering Business Plan Template

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How to Start an Event Management Company: Business Plan Template

Every new business start-up needs a business plan. Without one, it’s easy to lose focus and you may find it difficult to attract investors, so it’s important to sit down to write one. The good news is that writing a business plan doesn’t have to be a difficult task. Chances are you’ve already got most of the information you need, and all that’s left to do is put pen to paper. 

In this article, we will explain what a business plan is and why you need one if you’re looking to start an event management company. We will also cover what you should include in a business plan for events management and provide you with a free, downloadable template that you can adapt and use for starting your business.

What is a Business Plan?

When first looking into how to start an event management company, it’s very likely that you were advised to write a business plan.

A business plan is simply a short document that sets out your event management company’s objectives. It helps you and your potential investors to clearly see what the business’ aims are (both financial and non-financial) and details how you’re going to ensure you achieve these goals.

What is Event Management?

Event management involves planning and organising a wide range of events, from a brand’s new product launch, to a client’s birthday party. Rather than planning an event themselves, an individual, corporation, organisation or brand will hire an event management business to take on this responsibility for them. That business will then manage every aspect of the event, from planning to execution and evaluation. 

Some of the key responsibilities involved in managing an event are: 

• Learning about the client and what they want from their event. 
• Identifying the target audience. 
• Coming up with an event concept or theme. 
• Organising guest lists, menus, seating and transport. 
• Organising a venue based on the client’s needs. 
• Hiring staff, including hospitality and entertainment.
• Arranging guests, such as guest speakers.
• Creating event schedules. 

Event managers must be excellent communicators, with lots of creativity, as well as having organisation and problem solving skills to ensure events run smoothly and exceed the client’s expectations.

Looking to Learn More?

Our Starting a Business course explains how to successfully start your own business. It teaches you how to write a professional business plan and familiarises you with the legalities and regulations associated with starting a business. text.

Why Do You Need a Business Plan?

Any new business needs funding, staff and publicity to get off the ground and stand out from the competition. Writing up a business plan is a fundamental step toward achieving this. 

A business plan will clearly set out to potential investors why your business is going to be successful and, ultimately, why they should invest in you. The more they invest, the more staff you can hire to help build your business.

Additionally, event management companies need lots of resources to make events run smoothly, such as technology and transport, and these should all be factored into the business plan.

You may also decide at this point to specify what kind of events you want your business to plan, the types of client you will be working with and exactly what services your business will offer. By being specific, you are communicating to investors that you have a clear view of what you think your business will achieve. This can also help you determine branding and marketing strategies to appeal to your target market. 

It’s important to outline your marketing strategy in your business plan. Event management is a highly competitive industry, meaning you need to optimise marketing and publicity as quickly as possible in order to create publicity and distinguish yourself from your competitors. 

Most importantly, having a business plan will keep you on track. When you’re starting out with a new business, it can be easy to become overwhelmed with all the possible directions you could take your business in. Your business plan will help focus your direction and ensure that you stay on track with your business goals, helping you avoid wasting valuable time and money.

What to Include in a Business Plan for Event Management

A business plan doesn’t need to be a long or complicated document. For a small event planning company, a side or two of A4 paper will suffice. Your aim is simply to write down all the key information about your business in a clear, logical order. 

The topics to include in your event management company business plan are: 

• The name, address and contact details for your business.
• Information on the management of the business.
• Your company’s Mission Statement : a sentence summarising the overall aim of your company. 
• Your start-up costs : do you need to buy any equipment or hire transport? Do you need to pay anyone a wage? Have you got insurance? 
• Your business objectives: what will you sell and who is your target customer? 
• The everyday costs of the business : how much will you spend on a weekly or monthly basis? Include all overheads and outgoing costs, such as wages and petrol. 
• Funding and financial projections : where do you plan to get the money from to start the business? What are your projected profits/losses for the next month, year, two years, etc.? How will you maintain the cash flow? 
• Where you will operate from : include where you will be based, plus information on any overhead costs associated with the business premises. 
• What will be the business’ operating hours? Will you work on the business full-time? What will your working hours be? 
• Does your business have any local competition? What is your unique selling point (USP) that makes you stand out from the crowd? 
• Your pricing strategy : what are you going to charge for your service? Will you charge per event or per head?
• How will you be paid for your service? Do you plan to issue invoices, ask for a deposit or ask people to pay in full upfront?

Download an Event Management Business Plan PDF Template

To get started, simply download our free, one page business plan template using the button below. This template is just a guide, so feel free to add your own headings on a second page to ensure that all information relevant to your business is recorded in one place. 

Starting up any new business will come with challenges but by having a clear and concise business plan in place from the start, you are putting yourself in the best position to achieve future success for your events management business.

Further Resources:

• Starting a Business With No Money: Making Things Work Without A* Finances
• What’s the Difference Between Trade Marks, Copyrights, Patents and Trade Secrets? 
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Event Management Plan

Planning and managing events can be stressful for everyone involved.

Your team may have the experience, knowledge and capabilities, but without a solid event management plan, you may not see the results you desire.

Instead, create an automated and centralised Event Management plan that will guide you and your team to a common goal.

What is an Event Management Plan?

An event management plan is simply a list of all details that will be involved in organizing your event.

These details are often included in an event management template, which is shared with other stakeholders or the entire event management team.

An event management plan should be based on a clear event goal and strategy. It should also outline the steps involved in executing an event, including promotion, logistics and analysis.

• What Are the Steps to Event Management?

Event Management Strategy

• Event Logistics
• Promoting Your Event

Event Registration and Paid Ticket Management

• On-the–day Event Attendance Marking, and SMS Communications

What are the steps of event management?

It can be overwhelming to manage an event, especially when you consider all the moving parts. While organizing an event is easy, planning and managing it can be overwhelming.

In a nutshell, the 6 steps of event management:

• Strategising
• Confirming logistics: Event Budget and Event Venue, Event Catering, Event Content, Speakers , Event Content
• Promotion of your event: Email Marketing and Landing Page. Social Media
• Register & manage your tickets
• Management of attendance and SMS communications

After-event feedback and analysis of the report

A clear and measurable goal is essential for your event. If you don’t know where it is, you won’t be able to get there.

Event management plans can only be successful if you strategize.

It describes the goal and how it is measured. The steps that will lead to the goal are well-researched.

Your event management plan will lack direction if it doesn’t include a solid event management strategy.

“A high-quality event strategy will deliver a return on your investment every time. Not only for the participants of your events who spend their time and money to attend, but also for your organisation and employees.” – Caiman Consulting

Event logistics, e.g. Budget, Venue Catering, Content Speakers

Live events require a where, when and what… and how much.

The first step is to determine the budget for your event. The event budget will establish expectations about the venue, catering, content, and speakers that you can access.

Look at many vendors when looking for venues or catering. Compare their prices, target audience, and event goals.

Events Content

The content of your event will have an impact on the venue choice. You may need certain facilities, such as board rooms for simultaneous workshops, large powerpoint screens, round tables, and ample seating for discussions over food.

As part of your event management strategy, ensure that your event logistics are clearly defined.

Promotion of your Event: Email Marketing and Landing Page. Social Media

If you promote your event properly, it can only be a great success.

You might want to be able to market your event through both digital and traditional channels.

These are some online marketing campaigns you might want to use to promote your event .

• Email Marketing: Event Shout-Outs in E-newsletters, einvites, Auto-triggered Emails that are sent to site visitors
• Landing page: is a web page dedicated to your event that allows you to register easily. To capture potential registrants from your marketing channels, drive all traffic to this page.
• Social media: use boosted posts to promote your event on Facebook and target a particular audience. Promoting your event on Twitter and Instagram will drive traffic to your landing pages.

Multi-channel Marketing Campaigns

It sounds difficult to manage a multichannel marketing campaign for an event. But it is not.

You can automate a lot of the work with a centralised, all in one marketing automation platform.

Below, we will discuss the advantages of such a platform at the end.

To reach your event goals, you need a strong and easy-to-use registration system.

What event is complete without participants?

Register online and get paid tickets with an integrated payment gateway. This will take the hassle out of registration and make it easy for you and your attendees.

A clear understanding of the registration process is essential for your event management plan.

SMS Communications and Attendance Marking for Event-On-the-Day

When your guests arrive at your venue, you want to make the best impression.

They find this the most tedious part of the event. It is therefore crucial to have a smooth and efficient registration process.

For a better experience, both staff and registrants will prefer an automated registration management system application to replace paper attendance-marking.

If this is the case, ensure that event staff can connect your paperwork with the person in real life.

SMS communication

SMS is a great way to stay in touch with your attendees and get them excited about your event.

All the information should be kept in one place. Also, ensure that messages are delivered promptly.

What was your experience this time? This information will help you calculate your ROI and make even more progress the next time.

You can get feedback from attendees directly by using online surveys

Maximize your feedback response by promising a reward, such as a white paper download or voucher.

It is important to have a clear and measurable goal in your event strategy.

Measure your results

Your event’s success or failure can be measured against your goals.

What you will need to know:

• How effective your promotions were and whether your emails had a high engagement rate (opens/clicks, conversions).
• If your event budget was able to meet your goal, it is worth determining. Double check to make sure you are within your budget.
• The origin of most of your registrants. To see which channels are most successful at driving traffic, check your landing page statistics.

How can you organize an event checklist?

You might not have the time to create an event management plan from scratch. Instead, you may be looking for something quick and easy to reference and guide you.

It is best to take it one step at a time. This is why an event management checklist is so useful.

A checklist for event management is simply a list containing all the tasks required to make your event a success.

The benefits of an All-in One Event Management Platform

Automated event management software is able to take the strain off your hands and give you more time so that you can excel at what you do.

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Event Planning Business Plan Template

Download this free event planning business plan template, with pre-filled examples, to create your own plan..

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Available formats:

What you get with this template

A complete business plan.

Text and financials are already filled out and ready for you to update.

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Edit to your needs

Download as a Word document and edit your business plan right away.

• Detailed instructions

Features clear and simple instructions from expert business plan writers.

All 100% free. We're here to help you succeed in business, no strings attached.

Get the most out of your business plan example

Follow these tips to quickly develop a working business plan from this sample.

1. Don't worry about finding an exact match

We have over 550 sample business plan templates . So, make sure the plan is a close match, but don't get hung up on the details.

Your business is unique and will differ from any example or template you come across. So, use this example as a starting point and customize it to your needs.

2. Remember it's just an example

Our sample business plans are examples of what one business owner did. That doesn't make them perfect or require you to cram your business idea to fit the plan structure.

Use the information, financials, and formatting for inspiration. It will speed up and guide the plan writing process.

3. Know why you're writing a business plan

To create a plan that fits your needs , you need to know what you intend to do with it.

Are you planning to use your plan to apply for a loan or pitch to investors? Then it's worth following the format from your chosen sample plan to ensure you cover all necessary information.

But, if you don't plan to share your plan with anyone outside of your business—you likely don't need everything.

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10 Qualities of a Good Business Plan

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How to Start a Business With No Money

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What is Event Management? A Complete Guide

Delve into the world of event management with our comprehensive blog. Understand the fundamentals of "What is Event Management," and explore its significance. Discover the crucial "Five C’s of Event Coordination" and the pivotal role of an event manager. Uncover the myriad benefits that event management brings to the table.

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• Introduction to Management
• Introduction to Managing People
• Event Management Course
• Facilitation Skills Training
• Facilities Management Training

According to a Global Meetings and Events Forecast report , respondents stated that improving the on-site experience and better use of technology would make up for over 50 per cent of their Event Management priorities. This implies that the field of Event Management has evolved beyond coordinating and multitasking. 

Thus, people who are new in this field need to understand the basics and evolving trends in this domain. Read this blog to learn about What is Event Management and its process. Also, explore its importance and the role of Event Managers in making an Event successful. 

Table of Contents  

1) Understanding What is Event Management 

2) Importance of Event Management 

3) The five C’s of Event coordination 

4) What is the role of the Event Manager? 

5) Exploring the benefits of Event Management 

6) Conclusion 

Understanding What is Event Management  

Event Management is the strategic and systematic process of planning, organising, coordinating, and executing various types of Events to achieve specific objectives and create memorable experiences. These Events can range from personal celebrations like weddings and birthdays to corporate conferences, trade shows, sporting Events, cultural festivals, and more. 

Additionally, Event Management involves a series of carefully orchestrated tasks and activities that ensure the smooth and successful execution of an Event. Event Managers, also called Event Planners or coordinators, play a central role in this process. They are responsible for overseeing all aspects of an Event, from conceptualisation to post-event evaluation. The key aspects of Event Management include the following: 

a) Planning : Event Managers begin by understanding the Event's purpose, goals, and target audience. They develop a comprehensive plan that outlines every detail, including timelines, budgets, logistics, and marketing strategies. 

b) Budgeting : Managing finances is a critical component of Event Management. Event Managers allocate resources effectively, negotiate contracts with vendors, and monitor expenses to ensure that the event stays within budget. 

c) Managing logistics : Coordinating logistics involves tasks like selecting suitable venues, arranging transportation, setting up equipment, and managing staffing needs. 

d) Marketing and promotion : Event Managers create and execute marketing strategies to attract attendees and generate excitement around the Event. This may involve using various communication channels, such as social media, email marketing, and traditional advertising. 

e) Risk management : Event Managers assess potential risks and develop contingency plans to handle unforeseen challenges that may arise during the Event. This is done to ensure the safety and satisfaction of attendees.  

Importance of Event Management  

After you have understood What is Event Management, it’s time to understand its importance in today’s world. Event Management is of paramount importance in today's world, playing a pivotal role in diverse industries and on various occasions. Its significance lies in its ability to orchestrate and execute Events flawlessly. Thus ensuring that they meet their intended objectives while leaving a lasting impact on attendees and stakeholders. Here's a detailed look at the importance of Event Management:  

a) Creating memorable experiences : Well-executed Events have the power to create lasting memories. Whether it's a grand wedding, a corporate conference, or a music festival, Event Management ensures that participants have a remarkable and enjoyable experience. 

b) Achieving specific objectives : Events are often organised with clear goals in mind, such as brand promotion, fundraising, knowledge sharing, or celebration. Event Management ensures that these objectives are met efficiently and effectively. 

c) Optimising resources : Events involve substantial investments in terms of time, money, and manpower. Event Managers are responsible for optimising these resources to ensure the Event's success within budgetary constraints. 

d) Risk mitigation : Events are susceptible to various risks, including technical glitches, inclement weather, or security concerns. Event Management involves risk assessment and the development of contingency plans to mitigate these risks, ensuring the Event proceeds smoothly. 

e) Enhancing reputation : Successful Events can enhance the reputation of individuals, organisations, or brands. On the flip side, poorly executed Events can lead to negative publicity. Event Management safeguards and enhances the reputation of Event hosts. 

f) Economic impact : Events can have a massive economic impact on host cities and regions. They attract tourists, generate revenue for local businesses, and create job opportunities, contributing to economic growth. 

g) Networking opportunities : Many Events provide valuable networking opportunities, allowing participants to connect with like-minded individuals, potential clients, or collaborators. Event Management plays a crucial role in facilitating these connections. 

h) Community engagement : Community Events and festivals bring people together, cultivating a sense of community and belonging. Event Management ensures that these gatherings run smoothly and promote a sense of unity. 

Gain the skills to excel as a manager by signing up for our Management Training for new Managers Course now!  

The five C’s of Event coordination  

The five C's of Event coordination are crucial principles that guide successful Event planning and execution: 

a) Concept : The initial phase involves conceptualising the Event's purpose, theme, and objectives. It sets the foundation for the entire Event. 

b) Coordination : Efficient coordination is key to managing all logistical aspects, including venue selection, vendors, staffing, and schedules. This ensures that everything runs smoothly. 

c) Control : Maintaining control means overseeing every detail, from budget management to risk mitigation to preventing unexpected issues and ensuring the Event stays on track. 

d) Culmination : This stage involves the actual execution of the Event. Here, all the planning and coordination take place together, creating the desired experience for attendees. 

e) Closeout : After the Event, the closeout phase involves evaluating its success, gathering feedback, and wrapping up all financial and administrative aspects. It means concluding the Event Management process. 

What is the role of the Event Manager?  

The role of an Event Manager is multifaceted and crucial in ensuring the success of an Event. Here's a list highlighting their key responsibilities and duties:  

Planning and strategy  

They develop a comprehensive Event plan, including objectives, timeline, and budget. They also define the Event's purpose and target audience. 

Budget management  

Event Managers engage in allocating resources efficiently to stay within budgetary constraints. Additionally, they negotiate contracts with vendors and suppliers to optimise costs. 

Venue selection and setup  

These professionals identify suitable venues based on capacity, location, and amenities. They also oversee Event layout and ensure proper equipment setup. 

Marketing and promotion  

Event Managers also create and execute marketing strategies to attract attendees. To do so, they utilise various marketing channels, such as social media, email, and advertising. 

Logistics and operations  

They coordinate logistical aspects, including transportation, catering, and staffing. They also manage Event schedules and address operational issues in real time 

Risk management  

Event Managers are also required to identify potential risks and develop contingency plans. They ensure safety measures are in place to protect attendees and assets. 

Vendor and supplier management  

They often collaborate with vendors and suppliers for services, equipment, and materials. Also, Event Managers ensure that all contractual agreements are fulfilled. 

Communication and coordination  

They act as a central point of contact for all stakeholders, coordinating activities among various teams and departments involved in the Event. 

Team leadership  

As Managers, they are indulged in assembling and managing Event staff and volunteers. They also delegate tasks and provide guidance to ensure smooth execution. 

Guest services  

Event Managers also ensure the comfort and satisfaction of attendees. They address attendee inquiries and concerns promptly. 

Post-event evaluation  

They are also involved in gathering feedback and data to assess the Event's success. They also analyse performance and identify areas for improvement. 

Crisis management  

Event Managers are required to remain composed and make quick decisions in response to unforeseen challenges. They are also required to implement crisis management plans when necessary. 

Creative input  

They infuse creativity into Event design and execution to create unique and memorable experiences. They also pay attention to detail in all aspects of event planning and aesthetics. 

Client relations  

Moreover, Event Managers maintain open and effective communication with clients. They ensure client objectives and expectations are met or exceeded. 

Legal and regulatory compliance  

Most importantly, they ensure compliance with local laws, regulations, and permits. Event Managers also handle necessary permits and licenses for the Event. 

Enhance your self-confidence and assertiveness by signing up for our Introduction to Management Course now!  

Exploring the benefits of Event Management  

Event Management offers a wide range of benefits that extend to individuals, organisations, and entire communities. These benefits highlight the crucial role that Event Management plays in shaping memorable experiences and achieving specific goals. Here's an in-depth exploration of its advantages:  

a) Achievement of objectives : Event Management ensures that Events are meticulously planned and executed to meet their intended objectives. From a product launch to increasing brand awareness, a charity fundraiser to raising funds for a cause, or a conference to share knowledge, Event Managers work to achieve these goals effectively. 

b) Enhanced efficiency : Event Managers bring order to the chaos of Event planning. Their expertise in logistics, resource allocation, and time management translates to more efficient use of resources. Thus, they ultimately save time and money for clients and organisers. 

c) Stress reduction : Planning and executing Events can be incredibly stressful. Event Managers shoulder the burden of the countless details, allowing clients and hosts to focus on their roles without the anxiety of handling every aspect of the Event. 

d) Professionalism : Event Managers bring professionalism to every Event. Their experience and expertise ensure that everything runs smoothly and according to plan, enhancing the credibility and reputation of the host or organisation. 

e) Cost savings : Contrary to common belief, hiring Event Management services often leads to cost savings. Event Managers have industry connections and negotiation skills that can secure favourable deals with vendors, venues, and suppliers, helping clients stay within their budget. 

f) Exceptional creativity : Event Managers bring a creative touch to Events, transforming ideas into unique and memorable experiences. Their innovative ideas and attention to detail result in Events that stand out and leave a lasting impression on attendees. 

g) Increased attendance : Effective marketing and promotion strategies employed by Event Managers help attract a larger audience. Their expertise in reaching the target demographic and creating buzz around the Event ensures higher attendance rates. 

h) Community building : Community Events and festivals bring people together, fostering a sense of unity and belonging. Event Management ensures that these gatherings run smoothly and promote a sense of community, benefiting both individuals and the community. 

i) Economic impact : Events have a significant economic impact on host cities and regions. They stimulate local businesses, boost tourism, and generate revenue, contributing to economic growth and development. 

j) Measurable success : Event Management includes post-event evaluation and analysis. Event Managers gather data on the Event's success, including attendee feedback, to measure the impact and identify areas for improvement in future Events. 

Motivate your team and succeed as a leader by signing up for our Successful People Management and Team Leadership Course now!  

Conclusion  

We hope that after reading this blog, you have now understood What is Event Management. It is a process of meticulous planning, creative execution, and precise coordination that Event Managers bring to a diverse array of occasions. Their expertise turns Events into memorable experiences, making Event Management an indispensable aspect of our modern world. 

Learn the skills to succeed in Events by signing up for our Event Management Masterclass now!  

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How to Plan an Event: Event Planning Steps, Tips & Checklist

Need to know how to plan an event? If you’re planning a big event like a conference, we can help you successfully create, structure and lay out your event plan. This blog will cover everything you need to consider when planning an event, including event planning steps, tips and an easy-to-use event checklist.

What Is Event Planning?

Event planning is the process of putting on and managing a variety of events, from something as small as a meeting to as big as a convention and everything in between. When event planning you’ll be taking into account every aspect of that event, whether it’s a birthday party or a networking event.

That means you’ll be estimating budgets, creating timelines to schedule the event, reserving the site and any panels or speakers involved, getting necessary permits, food, transportation and more. If the event has a theme, you’ll develop that, too. Plus, you’ll be in charge of securing the needed resources to make the event a success.

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Event Plan Template

Use this free Event Plan Template for Excel to manage your projects better.

What Is an Event Plan?

An event plan defines how an event will be executed. It addresses all the components of an event such as the start and end dates, budget , venue, marketing, attendees and more. The scope and complexity of the event plan vary depending on the size of the event, but the fundamental challenges remain the same.

Organizing all those disparate parts, especially for larger events, requires powerful project management software. ProjectManager is award-winning project management software that lets you plan, manage and track your event to ensure it’s a success.

Our powerful Gantt charts help you list all your tasks and the associated resources and costs, assign them to your team and set milestones to track your progress. The whole plan is visible on a project timeline and can be saved by setting a baseline. Now you can track the planned progress against your actual progress to make sure you’re on schedule. Get started with ProjectManager today for free.

Event Plan Example

Most of us have some experience planning an event, be it at home, work or in our community. For this article, let’s focus on large events.

A conference is a common type of large event, so for our event management purposes, let’s talk about a TEDx conference that we were involved in to illustrate how to plan an event. This example is a good scenario to explain the structure and challenges of planning a big event, along with the benefits of planning an event with project management software .

Let’s break down the other components of setting up an event. They’re summarized below:

• Event timeline: First, establish a timeline for your event. This timeline should include pre-event planning, event execution and post-event activities.
• Budget: Estimate your event costs and create a budget. Your available budget will influence many event management decisions such as your venue, the marketing and advertising methods, etc.
• Venue: The event has to take place somewhere, and that involves logistics management , food and beverages as well as the décor.
• Marketing: Once you’ve selected a venue, you need to start drawing people to it through a marketing program that can include a website, social campaign, email and print work.
• Advertising: Hand in glove with marketing is advertising. That can include radio, TV, newspaper and magazine advertisements.
• Volunteers: A big event needs a big crew of people to get it off the ground and run smoothly. That means volunteers, which means writing contracts, defining their roles, setting up meetings and determining schedules.
• Speakers: You must have a keynote speaker or a group of speakers to attract an audience. This involves contracts, curators to select the talent, a program, bios and rehearsals.
• Sponsors: All of this costs money, and a big event’s budget is supplied by its sponsors. This again involves contracts, marketing and logistics.
• Production: The production involves creating contracts as you work on creating an audio-visual recording of the proceedings, as well as a sound and video broadcast during the event.
• Stage: The event takes place at a specific venue and on that venue is a stage on which the event proper will be presented. That usually incorporates a projector, screen, microphones, internet connection, batteries, cables and more.
• Attendees: Don’t forget about the people attending the event! You’ll need communications to inform them of event information, payment processes to collect fees, emails to stay in touch, directions, badges and access points.

Related:  10 Free Event Planning Templates for Excel & Word

Free Event Plan Template

This free event plan template for Excel is a great tool to start assembling the information you need to create an event plan. It can be customized to add your event details.

The Event Planning Process: Event Planning Steps

We covered a lot on event planning, so let’s break down those tips into concrete steps. These event planning steps will guide you toward success. Let’s continue with our conference example.

• Step 1. Determine your event goals and objectives
• Step 2. Assemble your team
• Step 3. Establish an event budget
• Step 4. Choose a date & venue
• Step 5. Select the speakers
• Step 6. Event marketing & advertising
• Step 7. Execute your event

When you break down the scope of your event plan into manageable steps, the process seems a lot less daunting. However, there are a few more things to keep in mind when making your event plan.

Event Planning Roles

As you might expect, there are many different roles that work together to bring an event to life. It’s easy to get confused. Are you an event manager or an event planner? Is there any difference between the two? Let’s take a look at some of the more common event-planning roles and define them.

Event Manager

The event manager is often mistaken for the event planner, but they are two distinct roles. Most simply, the event manager is responsible for event management activities, which involve coordinating and implementing the event. They take care of setting up the event, including its design, and make sure the vision of the event planner is realized.

Event Planner

An event planner organizes, coordinates and executes the event. They’re in charge of coming up with the idea, overseeing the setup and breakdown of the event. They’ll select the venue, create the budget and ensure everything is taken care of. What sets them apart is they design the strategy for the event to the smallest detail.

Related: Free Event Budget Template for Excel

Event Producer

The event producer fleshes out the strategic plan of the event planner. They are the one who takes the idea and turns it into a living event. They will take charge of the technical aspects of the event, such as audio/visual, stage design, etc. They work with the event planner to schedule the event , but the event producer uses their skills and expertise in producing events to deliver the event that’ll impress both attendees and the client.

Event Planning Tips

Unfortunately, there are always going to be variables out of your control that’ll affect the event planning process, such as the weather, delivery delays, technical difficulties and other potential mix-ups. As stated earlier, you can’t change the date of your event, so you’ll want to be as prepared as possible for any risks or issues that may pop up on the day of your event.

Do a Post-Event Review

A post-event review or a post-mortem as they’re often called, is very valuable. By looking back at the past event and seeing what worked and what didn’t work, you can better plan your next event. There are always lessons to be learned and applying them to the next project will avoid previous mistakes and increase your chances of a better outcome.

Use Event Planning Templates

Having an event planning template is a great way to make sure you’re not missing any important pieces of the larger event. It’ll help you organize your tasks and resources, costs and more. Use our free event plan template to get started on the right foot.

Use Event Planning Tools

A template is fine, but limited. You have to manually update everything and it’s not very collaborative. Event planning tools, such as Gantt charts , kanban boards, task lists and calendars, help you plan and implement the event plan. They also allow you to track the work to make sure it’s following the plan, which leads to a more successful event.

Prepare a Plan B

As important as your plan is, there can be issues with it. There might be acts of god, such as weather, which negatively impact the event. Whatever the cause, you’ll need a backup. That’s why developing a plan B is so critical to the success of the event. You might never have to use it, but in case you do, you’re prepared.

Use an Event Planning Checklist

Another tip is to have a checklist made up. That way you can collect all the things you have to do and why you’re doing it in one place. Using a checklist for event planning can be done in conjunction with project planning tools . The more safeguards, the better. Also, there are few things more satisfying than crossing something off your list.

Event Planning Checklist

There’s a lot to manage when planning an event, so it’s important to have a list of everything you need to include in your event management plan. The following is a general event planning checklist to help you get started. The more questions you ask, the better your event checklist. Feel free to add your own unique responsibilities and tasks.

Goals and Objectives

• What’s your event’s reason for existing?
• What are the goals this event is expected to achieve?
• What are the revenue objectives?
• What is your target audience?
• How many people will attend?
• Is there a cost associated with ticketing and what is it?
• Where is the event being held?
• Create an event schedule.

Event Budget

• Figure out what the costs will be
• If you held similar events, use and adjust an old budget for a baseline
• What ticketing and registration software will be used?
• Finalize sponsor contributions
• Set ticket price

Date & Venue

• When will the event take place?
• Have a backup date in case issues arise
• Is there the best location for the event?
• Is the venue appropriate for your expected number of attendees?
• Decide on needed infrastructure: wifi, capacity, bathrooms, near shopping & restaurants, etc.
• Hire a caterer
• Secure what equipment you’ll need
• What are your security needs?
• Do you need permits, licenses or insurance?
• Create event signage and communication plans for attendees
• Research potential speakers
• Create a list of relevant speakers
• Create a pitch for speakers
• Pitch speakers
• Finalize speaker selection, get bios and headshots and arrange travel and accommodations
• Develop a list of sponsors and what you can offer them.
• See if there are sponsors who have partnered with similar events.
• Reach out to potential sponsors.
• Design signoff.
• Update the site or build a unique one.
• Make sure the site can handle expected traffic.
• Have a mobile-friendly site.

Event Marketing & Advertising

• What’s your messaging?
• Coordinate with digital tools and social platforms
• Add the event to online calendars
• Market the event with blog posts and other promotions like videos and online ads
• Send reminders to all parties a month or two before the event date

Finalizing the Last Steps

• Speakers and scripts
• Decorations

Pro tip: That’s a lot to coordinate and plan, which is why there’s a need for project management software that has the right features for event management. It provides a common portal, where you can track costs and tasks with automated alerts. It also offers both a communication and a collaborative platform that reduces the need for unnecessary emails. Software collects all your files in one place and makes team reporting simpler by adding efficiencies and reducing stress.

ProjectManager Offers Robust Event Planning Tools

ProjectManager is online software that’s suited for event planning. We have event project management tools to keep all the parts of your events, from managing vendors to promotions, organized. Our planning software helps you keep track of all the elements that make up your event plan.

Keep Stakeholders Updated With Event Calendars

Our multiple project views mean that event planners and managers can use project calendars , Gantt charts and there are task lists and kanban boards for teams. While reports can keep stakeholders informed, they might want to have access to the project. Share the calendar view with your stakeholders, which allows them to see start and end dates for all the tasks as well as milestones. This manages their expectations.

Zoom Into Event Activities With Kanban Boards

Use ProjectManager’s kanban board to manage the daily activities that need to be executed to plan, schedule and track your event plan. Move tasks from column to column as you collaborate on work with your team, and it’s easy to spot bottlenecks and get everything over the line in time for the event.

Track Event Labor Costs With Timesheets & Real-Time Dashboards

Plus, timesheets make invoicing easy for all your events. They can be submitted and approved with a keystroke. Our software also offers a variety of views, from a list to a calendar and even a kanban board that helps you visualize the workflow to keep on task.

More About Planning an Event

Event planning can be complex. There’s a lot of balls to keep in the air. If the above is too much to digest immediately, you could start with our event plan template and watch one of our planning experts. Jennifer Bridges, PMP, has years of experience and uses it to teach you the fundamentals of event planning in this short video.

Related Content

• Free Event Proposal Template
• Event Management: A Quick Guide
• How to Plan a Virtual Event: Virtual Event Planning Checklist
• Event Project Management Software

ProjectManager is award-winning project management software that helps you plan and monitor your event details. From powerful planning tools to real-time reports and dashboards that capture all of your event details, you can use our software to stay on schedule and stick to your planned budget. Try our software today with a free 30-day trial.

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Small Business Trends

18 event planning tips.

Event organizers are in high demand as more and more people want to celebrate life’s special moments. The planning process for an event can be a challenge, but with careful organization, a good event planning checklist and a few key event planning tips, you can pull off a spectacular event that your guests will never forget.

18 Amazing Event Planning Tips

There’s a lot that goes into event planning. Anything from choosing the right space to arranging food and beverages needs to be considered. Additionally, everything needs to go off without a hitch if your event is to be a success.

That being said, you can get caught up in the fine details and stress yourself out if you’re not careful, but don’t worry, we’re here to help.

We’ve put together a list of 18 amazing event planning tips that will help take your event planning skills to the next level.

1. Learn About Event Management

If you want to know how to start an event planning business , there are plenty of excellent resources out there. Event management is a specific field of study that can teach you the ins and outs of planning an event. It covers topics such as venue selection, logistics, marketing, budgeting and more.

If you’re serious about becoming an event planner, consider pursuing a degree in event management or even taking some online courses to give yourself a head start. There are also specialized certification programs you can pursue.

There are plenty of skills you can learn from programs like these. For example, you’re going to be dealing with budgeting throughout your career as an event planner and learning about finance is important for any business owner.

Additionally, it’s helpful to know how to market an event so that more people will attend. Learning about marketing is also a good idea if you want to start your own event planning business.

There are plenty of other courses you can take as well, such as ones on catering and hospitality. These will give you a better understanding of the industry as a whole and how to work with different types of clients.

Gaining knowledge in event management is pivotal for any event planner looking to elevate their skills and services. Beyond formal education and certification, engaging in continuous learning and staying abreast of industry trends can significantly enhance your event planning prowess. Consider the following actions to deepen your event management knowledge:

• Join Professional Associations : Becoming a member of professional event planning associations such as the Meeting Professionals International (MPI) or the International Live Events Association (ILEA) can provide access to exclusive resources, webinars, and networking opportunities.
• Attend Industry Conferences : Regular attendance at industry conferences not only offers learning opportunities from seasoned professionals but also keeps you updated on the latest event technologies, trends, and best practices.
• Subscribe to Event Planning Publications : Keep your knowledge current by subscribing to leading event planning magazines and online publications. These resources are treasure troves of case studies, expert advice, and innovative ideas.
• Network with Peers : Building a strong network with fellow event planners can lead to knowledge exchange and collaboration opportunities. Peer discussions often reveal practical solutions to common challenges and creative ideas for event planning.

No matter what type of education or training you pursue, always remember that experience is the best teacher. Try to get as much hands-on experience as possible by planning small events for your family and friends or volunteering with a local charity.

2. Have a Comprehensive Event Plan

Having a detailed event plan is essential when organizing any event. Think of it as your event’s blueprint, covering everything from your main objectives to all the small details that will make your event unique.

Not only does it help you stay organized and focused, but it also gives a clear picture to everyone involved.

The primary benefit of a good plan is that it keeps things on track. When there’s a lot to juggle, having a checklist can save time and reduce stress. Moreover, when you’re working with a team, this plan ensures everyone knows their role and what’s expected of them.

For the organization or group you’re serving, your plan shows your preparation and professionalism. It provides a clear overview of what they can expect from the event and allows for feedback or adjustments as needed.

In short, a comprehensive event plan is your guide to ensuring a successful event that meets everyone’s expectations.

Make sure to include the following in your event plan:

• Vision and objectives
• Event timeline
• Venue information
• Guestlist including contact information
• Menu and catering details
• Audio/visual requirements
• Transportation and parking information

To make your event plan truly comprehensive, incorporate the following elements:

• Risk Management Plan : Identify potential risks that could impact your event, such as weather conditions, security concerns, or vendor failures. Develop strategies to mitigate these risks and include emergency response plans.
• Sustainability Practices : Outline how your event will adopt sustainable practices, such as minimizing waste, using digital over physical materials, and selecting eco-friendly vendors. This not only benefits the environment but also enhances your brand image.
• Inclusive Practices : Ensure your event is accessible and welcoming to all attendees by incorporating inclusive practices. This includes considering physical accessibility, providing diverse food options, and being mindful of cultural sensitivities.
• Technology Integration Plan : Detail how technology will be used to enhance the event experience. This might involve event apps, social media engagement strategies, live streaming options, and digital registration processes.
• Post-Event Evaluation Plan : Define how you will evaluate the success of your event. Include methods for collecting attendee feedback, measuring engagement levels, and assessing the achievement of your event objectives.

If you’re a new event planner, look online or in your local library for an example of what an event plan should contain and how it should be formatted.

Keep your own copy of this document as well so that you can use it as a template when you are hired by others to plan their events. There are plenty of templates online too.

You should also have a promotional plan that outlines how you will market your event. The event program is also a critical document that should be included in your event plan.

This document will list the order of events and who is participating in each one. In addition, the event schedule should include the times of key events and who is responsible for each task.

An event checklist is also an essential part of your event plan. This is a list of things you need to do before, during, and after the event.

Make sure that your checklist includes tasks such as sending out invitations two months in advance (at least), negotiating contracts with vendors six weeks in advance (at least), confirming all details one month in advance (one week if possible), and reviewing all event details two weeks in advance (one day if possible).

Just as you do with your event planner, put your checklist into a template after you’ve created it.

Additionally, before you start planning an event, think about who your target audience is. This will help you decide on the type of venue, menu, entertainment and more. For example, a corporate event might require more formal attire than a birthday party would.

Keep in mind that your event plan is not set in stone and can be amended as needed.

The more comprehensive you are, the easier it will be to plan your next event. Your target audience will also appreciate having all of this information in one place.

3. Choose Your Event Space Carefully

When planning the perfect venue, choosing your event space is one of the most important decisions you will make. If it’s a corporate function, then location and size are critical, but if it’s a wedding or other personal event, things such as ambiance might be more important than location.

Start by making a list of the features you need for each type of event in order to get an idea of what you’re looking for.

Then, make a list of potential event spaces in your area and set up appointments to visit them. When you meet with the venue manager, bring along your list of requirements as well as a few ideas on how you might use their space if they do not have any event packages.

Don’t forget to ask if they have a preferred list of vendors and what their policies are regarding alcohol, decorations and other potential event details. Try not to contract with the venue until after you know how many people will be attending your event since this might affect your choice of location.

Also, find out if there are technology perks like Wi-Fi and on-site IT at the venue location, as they can simplify your planning and help guests connect.

4. Put Effort into Event Branding and Design

Your event branding and design will be the first thing people see when they arrive at your event. It’s also something that you can use to help promote your event through social media, print materials or even on a website.

When you’re ready to take care of these important details, start by creating an overall theme for your event. This might be something as simple as using the same color scheme throughout all of your branding materials or it could be a more specific theme, such as a vintage circus for a carnival-themed event.

Once you have your theme in place, start designing logos, fonts and other graphics that will help to communicate your brand. If you’re not a designer, hire someone to do this for you. A professional will be able to create something that is cohesive and visually appealing.

Next, start designing your event branding materials including invitations, gift bags and promotional items such as pens or lanyards with your logo on them. If you have the budget for it, consider hiring an event designer to help you with these details so that they are cohesive and professional-looking.

When designing your event’s website, choose a theme that matches or complements your other branding materials. You can also use the same colors for each page of your site as well as include graphics from previous events on this new one if applicable.

Besides the event design, you want to have an event name. The name of the event should be unique, but it also needs to fit your brand’s image. For example, if you’re hosting a Halloween party at a nightclub called “Club Purple”, then calling it something like “Purple Party” would work well because both names are related to each other and they match in color scheme as well.

Don’t forget to create signage for your event that will help direct people where to go. This could be something as simple as a large banner at the entrance or directional signs throughout the venue.

Creating a cohesive design for your event is an important way to make a good first impression and helps promote your event long before it actually takes place.

5. Work Out an Event Budget

Before you start planning your event, it’s important to have a realistic idea of how much money you’re willing to spend. This includes the cost of the venue, catering, decorations, entertainment and any other miscellaneous expenses that might come up.

If you’re not sure where to start, try using a worksheet to help estimate the cost of your event . Once you have a ballpark number, start finding ways to reduce the cost so that you stay within your budget.

One way to save money is by doing some of the work yourself such as designing and printing invitations, creating signage or making centerpieces. You can also find affordable catering options or look for discounts on decorations and supplies from local stores like Michaels or Hobby Lobby.

If you’re working within a budget, it’s also important to consider the cost of staff for your event. While you might not be able to hire full-time employees, there are many freelance companies that offer part-time workers at an hourly rate which is much more affordable when compared to a salary.

When working out your event budget, consider the following detailed steps and tips:

• Break Down Categories : List every possible expense category, including venue, food and beverages, entertainment, decor, technology, marketing, and unexpected costs. This granularity helps in not overlooking any potential expenses.
• Research and Compare Quotes : For each category, obtain multiple quotes to ensure you’re getting the best value for your money. This can significantly impact your overall budget and possibly allow for upgrades in other areas.
• Track Every Expense : Utilize budget tracking tools or software to monitor your expenses in real-time. This can help in making immediate adjustments if certain costs are running higher than anticipated.
• Include Contingency Funds : A common best practice is to allocate 5-10% of your total budget to a contingency fund. This fund is crucial for covering unforeseen expenses without derailing your event plans.
• Evaluate ROI for Corporate Events : For business-related events, outline how you will measure the return on investment (ROI). This could involve lead generation, sales, or brand exposure metrics, helping to justify the event’s cost.

By creating a budget and sticking to it, you can avoid any last-minute surprises that might affect the overall success of your event.

6. Design a Strong Marketing Plan

When you’re planning an event, it’s important to create a strong marketing strategy in order to get the word out about your event and drive attendance. The first step is choosing which platform(s) will be most effective for reaching your target audience.

For example, if you’re hosting a networking mixer at a local restaurant then Facebook might be your best bet because most people who use social media are Millennials and Gen Xers which means that’s where their attention is focused.

If you were to host an outdoor concert instead then using Instagram stories to promote it would be more effective since they’re mobile-friendly and easy on the eyes.

Once you’ve decided which platform(s) to use, it’s time to start creating content. This should include a mix of teaser images or videos, quotes from speakers or attendees, and information about the event such as the date, time and location. You can also create a custom hashtag for people to use when they post about your event so that it’s easy for others find it on social media.

Media relations are also an important part of marketing an event. This includes reaching out to local publications and bloggers to see if they’re interested in writing about your event. You can also offer them free tickets or a complimentary meal in exchange for coverage.

If you’re planning an in-person event, consider including a QR code on the invitation that links to more information about your organization and what attendees can expect from attending this particular gathering. This is also helpful if there are any changes that need to be made last minute as people will always have access to the most up-to-date information about your event.

Also, hiring a professional photographer is always a good idea when planning an event. Not only will they help capture all the important moments for your attendees, but it is also important to have high-quality images on hand that you can use in future marketing materials or promotional campaigns.

Lastly, don’t forget about email marketing! You can use tools like MailChimp or Constant Contact which allow you to design beautiful newsletters and send them out for free (up to a certain number of subscribers).

These tools also allow you to track how many people open and click-through your email, so you can see which messages are resonating with your audience.

7. Consider Having an Event App

If you’re planning an event, it might be worth looking into creating a mobile app for your attendees. There are many benefits to having an event app such as:

• Easy access to important information like maps and schedules makes navigating the venue easier than ever before.
• You can send push notifications with updates or reminders about upcoming talks or events.
• Interactive features like a voting ballot or Q&A session can keep attendees engaged and entertained.
• The ability to sell tickets and merchandise right from the app makes it easy for guests to purchase what they need without having to leave the event.

While there are many different event apps on the market, most of them are fairly affordable which makes them a great investment for any type of event. If you’re not sure where to start, try contacting a local app development company to see what they can do for you.

8. Hire Amazing Staff

One of the most important aspects of any successful event is the staff that you hire. Not only do they need to be professional and courteous, but they also need to be knowledgeable about the event itself and what’s going on so that they can answer any questions that guests might have.

When hiring staff for your event, always make sure to have them fill out an application and provide references. This will allow you to see what kind of experience they’ve had in similar situations before making a final decision on who gets hired.

You’ll also want someone who is going over everything that needs finishing before the event starts so that everyone is on the same page and that there are no surprises on the day itself.

If you’re having an outdoor venue, then it’s a good idea to hire security guards who can keep an eye out for any troublemakers or potential problems like fights breaking out among guests (or even just inebriated people wandering around).

The success of your event heavily relies on the performance and professionalism of your staff. To ensure you hire a team that will elevate your event, consider these strategies:

• Define Roles Clearly : Before hiring, outline clear job descriptions for each role. This helps in attracting candidates that are a good fit and sets clear expectations from the outset.
• Leverage Networking and Referrals : Use your professional network to find reliable staff. Recommendations from trusted colleagues or industry connections can lead to discovering outstanding talent.
• Conduct Thorough Interviews : Go beyond the resume in interviews. Ask situational questions that reveal how candidates might handle specific challenges during events.
• Invest in Training : Even experienced event staff can benefit from training specific to your event’s requirements. This could include customer service, safety protocols, or technology used during the event.
• Build a Team Spirit : Foster a positive work environment and team spirit through team-building activities or briefings before the event starts. A team that works well together can significantly enhance the event experience for guests.

9. Have a Backup Plan

No matter how well you plan an event, there’s always the possibility that something will go wrong. That’s why it’s important to have a backup plan in place for every possible scenario so that you’re not caught off guard if something unexpected happens.

For example, what if the venue is double-booked and you have to move the event last minute? Or what if half of your guest list doesn’t show up because of a snowstorm? Or you need to move everything under tents because of rain?

Having a backup plan means that you’re always prepared for the worst-case scenario and can handle anything that comes your way. It might not be easy, but it’s definitely better than being caught off guard and having to deal with unhappy guests or a ruined event.

By having a backup plan, you’ll be able to handle any situation that comes up and keep your event running smoothly.

10. Pamper Your Sponsors

Sponsors are an important part of any event, and it’s important to make sure that they feel appreciated. After all, they’re investing money in your event so you want to make sure that they get the most out of it.

One way to do this is by pampering them with exclusive benefits like early access to the venue or seating in a special area reserved just for them (and their guests). You can also offer them discounts on food, drinks and other things that might interest them.

Decor and theme are also key to an event’s success, and they are very important to your sponsors. As such, you should always make sure to keep them in the loop about any changes or updates that you make. This will ensure that their branding and logo are prominently displayed throughout the event and that they get the most exposure possible.

11. Create an Event Hashtag

One of the biggest mistakes people make when planning events is not having an event hashtag. A hashtag lets attendees know what’s going on with your event, and it helps them to connect with other people who are attending.

This also allows you to track conversations about the event on social media platforms like Twitter so that you can see what kind of buzz is being generated by attendees before they even arrive at your venue! This can help make sure that everything goes smoothly without any unexpected surprises because everyone already knows what’s going on.

12. Include a Separate Cloud Storage Drive

Having cloud storage is great for events because it allows you to store photos, videos and other files on the internet instead of your computer’s hard drive. This means that if anything happens during an event (like power outages), then there will still be access to important information such as guest lists or registration forms.

It also allows you to keep track of how many people have RSVP’d so far, which will help ensure that they arrive at the correct time and place on day one! If there are any changes made throughout the planning process—such as adding new sponsors or vendors – then this will all be reflected accurately within your cloud storage system.

13. Have a Transportation Plan

Make sure that everyone can get to and from the event without any trouble. It’s important to have transportation plans in place for attendees who are coming from out of town or traveling by plane or train so they don’t miss out on anything! This is especially true if there will be alcohol served at your event as well since people might need a safe way to get home.

Good resources to use for transportation include Uber, Lyft and taxi services like Yellow Cab Co. Putting a Google Map with marker on the event website is also helpful so people can see the address and direction to where they need to go before making their way to the event.

14. Make the Food & Beverages Count

Food and beverages are an important part of any event. You want to make sure that your guests are well taken care of, but you don’t want to spend the entire budget on catering either! So how do you find a happy medium?

One option would be hiring food trucks or having some local restaurants cater to different parts of the day (breakfast, lunch, dinner). This will keep costs down while also providing guests with a more personalized experience.

If you’re having an outdoor event and know that rain is likely to fall, then bring umbrellas or tents for everyone so they can still enjoy their meal without getting soaked in the process! It’s all about thinking ahead of time and being prepared for any situation.

15. Have an Entertainment Plan

Make sure that there is always something for your guests to do. It’s important to have entertainment plans in place during events so people aren’t bored or left standing around waiting for the next thing to happen.

This could be anything from live music performances to games and contests. Interim entertainment can include activities such as photo booths and relaxation and guest engagement areas.

Entertainment is a vital aspect of any event, setting the tone and creating memorable experiences for attendees. To craft a stellar entertainment plan, consider the following:

• Know Your Audience : Tailor your entertainment choices to the preferences and demographics of your attendees. Whether it’s a live band, DJ, speakers, or interactive experiences, understanding your audience ensures the entertainment resonates.
• Diversify Entertainment Options : Offer a variety of entertainment to cater to different tastes and keep guests engaged throughout the event. This could include musical acts, magicians, photo booths, or interactive workshops.
• Schedule Wisely : Plan the timing of entertainment to maintain energy and flow. For example, a keynote speaker might be best positioned to captivate guests at the start, while a band can elevate the mood during a gala dinner.
• Consider Technical Needs : Ensure you have the necessary technical support for your entertainment choices. This includes sound systems, lighting, and staging. Coordination with your venue and technical team is essential.
• Feedback Loop : Engage with attendees post-event to gather feedback on the entertainment. This can guide future entertainment decisions and highlight what resonated most with your audience.

16. Keep Your Guests Informed

It’s important to keep your guests informed about any changes or updates, so they know what’s going on at all times. This could be done in person by sending them an email with the latest news from you or including updates in a printed program. You can also keep everyone updated by posting updates on social media platforms like Twitter and Instagram.

Make sure to use the right hashtag so people can find all of your posts related to the event easily!

17. Invest in New Event Technology

Events look different than they did before and now you have interactive virtual events, hybrid events and webinars in addition to in-person events. New technology can transform any type of event from blah to buzzworthy, so be sure to take advantage of it to make the experience even better!

You’ll want to invest in things such as lighting systems, speakers and microphones for in-person speeches and presentations.

Some virtual event ideas include:

• Drones with cameras attached so you can capture aerial views at heights not possible by humans.
• Virtual reality headsets that allow attendees to experience immersive worlds from the comfort of their own homes.
• Augmented reality glasses that superimpose digital images onto real-world objects.
• Virtual live concerts that include video performances from musical artists.

18. Collect Staff and Attendee Feedback

After the event is over, it’s important to collect feedback from both your staff and attendees to measure success and other key details. You should ask them what they liked best about the event so that you can do more of those things at future events.

Ask where improvements could be made to elevate the event experience or if there were any problems during planning or execution that need addressing soon after everything has settled down a bit.

This will allow you to learn more about what went well and where improvements can be made for future events to make the attendee experience a positive one.

It doesn’t hurt to take notes during the event so you can make any necessary changes next time around, such as changing locations or catering companies.

To effectively collect and utilize feedback, implement these strategies:

• Surveys : Develop post-event surveys for both attendees and staff. Use a mix of rating scales and open-ended questions to gather comprehensive insights.
• Feedback Stations : For larger events, consider setting up feedback stations where attendees can share their thoughts in real-time.
• Social Media Monitoring : Utilize social media platforms to gather informal feedback. Attendees often share their experiences online, providing candid insights.
• Staff Debriefs : Organize a debrief session with your event team. This is an opportunity to discuss what went well and identify areas for improvement from the staff’s perspective.
• Action Plan : Compile the feedback into an actionable plan. Identify common themes and prioritize adjustments for future events based on this feedback.

For a quick recap and to ensure you’ve covered all essential aspects of event planning, refer to the checklist table below. You can print it out and tick off tasks as you complete them for your event.

Use Our Event Planning Tips to Make Your Next Event Fantastic

Planning an event can seem like a daunting task. But with these tips, you’ll be able to plan your next event in no time! And remember: don’t forget about the little things that make any party memorable—from decorations and food, right down to seating arrangements. Best of luck to you!

Image: Shutterstock

Speaking from experience, there is nothing more nerve-wracking than planning a huge event. It is definitely vital that you make 10 versions of a backup plan for each stage, or you’d be facing a nightmare.

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How to Write an Event Organiser Business Plan (With Examples)

If you’re looking to turn your event into a viable and profitable enterprise, you’ll need to devise a solid business plan. Whether your aim is making more money, securing investment and partners, or simply keeping up with your commercial goals, an event business plan is the launchpad of a successful business.

A well-written plan can be an invaluable resource for you, your team , and your event – but writing one need not be difficult. Our systematic and straightforward event business plan step-by-step guide will show you how to create one, while providing you with useful examples for budgeting and promotion that you can adapt for your particular market.

How do you write a business plan as an event planner?

From coming up with your blue-sky mission statement to the nitty-gritty details of hosting your event, there are several steps to creating a great event business plan. Read on to get our in-depth tips and examples and to find out exactly what should go into your plan.

In this article, our tips for writing an event business plan are broken down into eight sections. We’ll show you how to:

• Begin your event business plan with a mission statement
• Describe your greater vision with a vision statement
• List the key objectives you want to track
• Enhance your event business plan with storytelling
• Detail an event marketing strategy
• Outline your event’s operational requirements
• Crunch the numbers for your event budget
• Nail SWOT analysis with this business plan event example

1. Begin your event business plan with a mission statement

Your mission statement describes your event in a short sentence or two. It helps to sell your event to important stakeholders and forms the foundation of your marketing. In fact, it’ll also help to keep you focused since every decision you make will ultimately trace back to your mission.

Mercato Metropolitano (MM), a sprawling community market and event space with good food at its core, is just one example of how a simple mission statement turned into a successful real-life venture.

Andrea Rasca of MM has a simple philosophy based on food being a human right that’s part of an adequate standard of living according to the 1948 Universal Declaration of Human Rights. It sums up how MM operates as well as what it stands for:

“Adequate means food needs to be accessible to all people, at all times, and in any circumstances. It has to be nutritious – to enrich you – and it has to be locally or culturally compatible.”

This high-level mission statement sells the spirit of MM succinctly. Make yours equally inspiring, and keep it as short as possible to make it easy to keep your mission in mind. The Waste Not Supper Club , for example, summed up their mission statement – “Waste Not” – in just two words and integrated it into the name of their event.

Following a UN report urging a move to more sustainable diets, the Umbrella Cafe in Kent started running the Waste Not Supper Club to use up not only their leftover food but other people’s as well. Guests receive a three-course vegan or vegetarian evening meal at a pay-as-you-feel price. All the dishes are made from unwanted ingredients sourced by FareShare Kent , an organisation that teams up with supermarkets and local farmers to make use of their “wonky” veg and overstocked food.

2. Describe your greater vision with a vision statement

While a mission statement says what your event is about, a vision statement describes what you hope your event brand will become . It could also be known as your Big, Hairy, Audacious Goal (your BHAG ).

The Susan G. Komen Foundation uses the mission statement “Save lives by meeting the most critical needs in our communities and investing in breakthrough research to prevent and cure breast cancer.”

But the foundation’s vision is even more aspirational:

A world without breast cancer.

What’s your blue-sky vision? You might not cure cancer, but perhaps you want to eventually turn your foodie pop-up into a nationwide series of “locavore” festivals. Perhaps you want to introduce attendees to a new style of dance? Or bring art into the homes of the nation?

Brevity and clarity are also key in this section of your business plan, so you should be able to sum up your vision statement in one short sentence. For example, a lot of businesses these days want their activities to produce no carbon emissions whatsoever, so they might use a vision statement like “net-zero by 2050”.

A good way to come up with your vision statement is to ask yourself what effect you eventually want your event to have more widely. Be as imaginative as you can and also think about why you created your event in the first place. This will help you to produce evocative language, which will have a greater effect on your audience.

3. List the key objectives you want to track

Your key objectives convert your mission statement into on-the-ground action. They are realistic goals that you can achieve in the short term and in the future. Examples might include:

• Gaining a set number of followers on social media
• Expanding your event to a different area
• Pinning down a special guest to make an appearance
• Selling a certain amount of tickets for each event

Make a list of the key tasks and deliverables integral to your event. In the foodie pop-up example above, a few key objectives might be to:

• Host three foodie pop-ups in your local area this year
• Find at least ten sponsors
• – local food purveyors or restaurants
• Acquire 10,000 followers on Instagram

Make your objectives aspirational but achievable – and definitely measurable . Make records of where you currently are in regard to achieving these goals and attach metrics to each one. Eventbrite offers useful analytic data, which can be used to help you track your return on investment (ROI) and more.

4. Enhance your event business plan with storytelling

Here’s the heart of your business plan: a tangible description of your event. This is important because not only does it tell potential investors what they’re being asked to buy into but it’s also often the first (and only) chance you’ll get to grab a potential attendee’s attention online.

The key here is to provide a text that’s as informative as it is readable. Strike a balance between providing the reader with all the essential details they need, without overwhelming them with information.

Define what makes your event unique and sell your audience on your vision with data that grounds it in reality. For example, if you’ve had a high demand for tickets in the past, let the reader know how many tickets you’ve sold for your events to date.

Craft a succinct event story with our event business plan checklist:

• Describe your target audience, with research into the market
• List potential or actual sponsors, investors, and partners who will support and influence your event
• Lay out the team structure you intend to build – who will get what done?

Your job here is to convince the reader that your event will be successful. Give proof that you can back up your ideas with business acumen.

5. Detail an event marketing strategy

Word of mouth is a timeless marketing channel, but most events don’t sell themselves right away. You’ve already described your mission, your vision, and the event itself, so now you can use this content in your marketing strategy and include additional information:

How will you price your event?

Will you use a flat rate or provide an early bird option at a discount? While the latter might prove a great idea for festivals and conferences, recurring events like workshops would benefit from a different marketing approach. For example, consider providing tiered ticketing options for regular events, giving guests a choice of a standard or VIP ticket with added extras. This can create a buzz of prestige around your event.

What’s your promotion budget?

Knowing what resources you have is integral to marketing your event effectively and securing a good ROI.

Which marketing channels will you use?

Your target audience will determine the direction of your marketing channels. This includes which social media platform you choose to market your event on. For example, if your arts event caters to twenty-somethings, the highly visual environment that Instagram provides will often be a better marketing match than LinkedIn , which is more suited for specialist industry lectures and business networking events.

Making the right choice of channel means that half your work is done because your event will get more exposure to people who are already interested in your sector, generating a higher lead-to-conversion rate.

6. Outline your event’s operational requirements

There are countless logistics that go into even the smallest event. Break your needs into categories: facilities, services, staffing , production, technology, legal, and insurance – just as a starting point!

Then start to anticipate what the real implications are for your event with reference to each of these categories. Depending on your specific event, facilities might include setting up a cloakroom or the hire of portaloos, shower cubicles, or charging points. Services might include anything from catering, rubbish disposal, cleaning, or the cost of basic utilities if they aren’t included in the venue hire. Production might cover contracting performers, printing tickets or wristbands, and transport of sound equipment.

Don’t leave anything out. This exercise will help you with the next step – assigning a cost to each aspect of your event.

7. Crunch the numbers for your event budget

Financial forecasts are essential to showing whether the event will be profitable – and to making your plan a business plan. It’s common to include both an overview of your numbers as well as a full budget spreadsheet, usually as part of an appendix.

Identify all potential income streams, like ticket sales , exhibition space sales, food, or merchandise. If you have funding secured or capital saved, include that as well.

You’ll also need to tally all expenditures , including your operational and promotional costs. These might include venue and equipment hire, paying staff working at the event, and the cost of targeted ads.

Your business plan might serve as a way to win over potential investors. For instance, if your idea for a national yoga teachers’ conference will require an initial cash infusion to get it off the ground, show how it will pay for itself in a matter of years in your budget. You should go into detail about cover prices, including any deals you’ve been able to get with suppliers or the venue.

Make sure to illustrate your event’s projected earnings in a simple graph, such as a bar or pie chart. This is an effective and simple of way communicating how you’re making your budget work for you.

8. Conduct a SWOT analysis for your event

SWOT stands for strengths, weaknesses, opportunities, and threats. This assessment is important because every event carries inherent risks, and it’s a liability to ignore them. You’ll want to identify and acknowledge any risks, and then provide solutions. Let’s take a look at this concept using the example of a fundraising triathlon.

You’ve sold many tickets so far.

You’ve planned the event for the mildest time of year.

You’ve got catastrophe insurance.

There’s high competition from other similar events.

Opportunities

Extra funds can be raised with a cold drinks stall.

The triathlon may need to be called off in the event of bad weather, e.g. a thunderstorm.

Event business plan FAQs

How do i start an event organising business.

You could start by writing an event management business plan. See the above section, “Outline your event’s operational requirements,” to get an idea of what managing an event involves.

What is a business plan in event management?

A business plan is where you convince investors that your idea for turning your event into a business is not only viable but profitable. This will include presenting the necessary figures detailing why your business will offer a good ROI. Check out the sections “Enhance your event business plan with storytelling” and “Crunch the numbers for your event budget” for more tips on how to write an event planning business plan.

How do you write a business plan for an event?

The above steps in this article explain how, but try looking for an event business plan example online if you’d like to see how it’s done.

What is an event planning proposal?

A proposal is a resumé of how you plan to execute your event, written with key stakeholders as the audience.

Set your event business plan in motion

To dive deep into the details of creating an event business plan, and to learn how to compile these sections into an effective document, download our free Event Plan Template .

Plan and host your events with Eventbrite.

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Hannah Phelvin-Hartley

Hannah Phelvin-Hartley specialises in producing content for the lifestyle, education, engineering and automotive, politics, human rights and legal sectors. She can translate from Italian, Spanish and French into English. In her free time, Hannah can usually be found cooking, reading, practising Yoga and dancing.

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Central Coast Council have been pro-actively and actively managing The Entrance Channel to minimise flood risk and maximise ecosystem health. In 2022 Council developed a new Tuggerah Lakes Interim Entrance Management Procedure which described flood-minimisations actions to be undertaken based on water level predictions in consideration of entrance channel conditions. Management of The Entrance channel is now determined based on a complex system of water level predictions, rather than a trigger level simply being reached.

The Entrance Channel is currently classified as being in a heavily constricted state, as ocean tides have been pushing sand into the entrance channel due to prolonged periods of low catchment rainfall. This is actually a very important natural phenomenon for perched estuaries, preventing the net loss of water that would occur from the lake system if the channel was wide open during prolonged periods of low rainfall.   Based on this heavily constricted classification, Council pro-actively chose to undertake optional non-flood entrance berm maintenance works in February. These included secondary pilot channel preparation works involving construction of a 40m wide pilot channel through the berm, with the end plug to the ocean kept in place. This meant that once flood prediction and lake level triggers were met, the process of fully opening this second channel was very efficient.  

Timeline of events

Thursday 4th april 2024.

• The BOM issued a severe weather warning for high rainfall for large parts of NSW, including the Central Coast and in accordance with the Entrance Management Procedure Council placed machinery resources required for entrance works on standby at Karagi Point. 
• We continued to monitor forecasts, rainfall, ocean conditions and lake water levels, undertook scenario modelling and conducted site inspections. 
• At this time the lake level was about 0.4m ADH and the primary channel was open.

Friday 5th April 2024

• Overnight there was a forecast prediction for a 25% chance of water levels reaching the 1.3m AHD trigger point within the next 4 days. As a result, the pre-flood Entrance Management Procedure was enacted which included pre-flood berm preparation works immediately adjacent to the existing primary channel opening, lowering sand levels by mechanical scraping along the banks. This resulted in widening of the already open primary channel north of the rock shelf to enhance flow of water out of the lake.
• At this time the lake level reached 0.68m ADH and the primary channel was open.

Saturday 6th April 2024

• Council's predictive model indicated that the lake was likely to exceed the minor flood level of 0.9m late morning Saturday, with a peak just above moderate flood level at 1.32m on Sunday afternoon.
• Our procedure typically requires a 1.1m lake height to establish optimal flow through the secondary pilot channel, however the Tuggerah Lakes Interim Entrance Management Procedure states that Council may wish to proceed with undertaking the entrance procedures on a precautionary basis in the event where there is a high degree of uncertainty in forecast rainfall and/or peak flood levels.
• Considering conditions, we chose to open the secondary pilot channel by removing the plug at low tide on Saturday which was 12:30pm.
• At this time lake levels were about 0.8m. The primary channel and secondary channel were now both open. 

Sunday 7th April 2024

• By morning, the secondary pilot channel was nice and wide, however sand shoaling occurred during the high tide overnight, and the flood waters weren’t high enough to push through, having still not met even the minor flood threshold of 0.9m. This shoaling of the channel emphasises the challenges and risks in early opening. 
• Works were conducted by Council crews at low tide on Sunday, with machinery successfully increasing the depth of the secondary pilot channel. Outward flows were successfully established at 12noon. 
• At this time the lake height was 0.88m and the primary channel was open. The secondary channel had closed over and then been re-opened.

Monday 8th April 2024

• Lakes levels reached the Minor Flood threshold of 0.9m on Monday morning as the result of continuing flow of stormwater into the Lake from Yarramalong Valley and Ourimbah Creek. 
• By low tide the levels had dropped back to less than 0.9m (below flood height), and there was an expectation that lake levels would continue to slowly recede as floodwaters exited to the ocean through the primary channel. 
• However, Monday nights high tide and the continuation of flows in from the catchment pushed levels up to 0.92m and they remained above the 0.9m Minor Flood threshold. The primary channel remained open; however, the secondary channel had closed over due to ocean forces pushing sand in. 

Tuesday 9th April 2024

•  Machinry was again deployed to the secondary channel and a flow of water out of the lake at low tide was re-established thanks to the work of Council staff who successfully increased the depth of this secondary channel at low tide. 
• Overnight high tides reached an unusually large peak at 1.14m AHD, significantly higher than lake levels which were sitting around 0.88m. This caused water to flow into the lake system and pushed large volumes of sand into the secondary channel. This was exacerbated by a Tasman low bringing strong to severe gale winds and huge 4m close range southerly swells.
• Lake levels continue to sit just under the Minor Flood level of 0.9m. The primary channel remained open, and the secondary channel had closed over and been re-opened.

Wednesday 10th April 2024

• Machinery was again deployed to the secondary pilot channel and flows were again re-established thanks to the work of Council staff who were able to successfully increase the depth of this secondary channel at low tide. 
• Lake levels continue to sit just around the Minor Flood level of 0.9m. The primary channel remained open, and the secondary channel had closed over and been re-opened. 

Why is the lake level taking so long to recede?

There has been a temporary plateau in water levels in Tuggerah Lakes whilst storm water continues to flow into the Lake from Yarramalong Valley and Ourimbah Creek, with outward flow limited by a combination of tidal influences, restrictions on the effectiveness of the primary channel due to its location and shoaling of the secondary channel at each high tide.

One of the issues Council has encountered in response to this flood event is the extreme southward location that the primary channel has chosen to follow. This is an unusual phenomenon occurring in recent years since construction of the groyne at The Entrance Beach, which has resulted in sand deficits on the north side of the groyne. The repositioning of the primary channel at this location means that the depth of the channel is limited by the rock shelf, reducing its capacity to operate effectively. The Entrance Beach groyne is a NSW Government asset, and Council has recently made representation to the NSW Government asking for further consideration to be given in regards to the impact of the groyne on the effective operation of The Entrance Channel and flooding.

As has been seen in recent days with efforts to realign the channel through a new pilot channel, establishing a successful channel in a more northwards location can be difficult. As expected, sand shoaling has occurred in the secondary pilot channel during each high tide, and the flood waters haven’t been high enough to push the incoming sand back out. Due to the marginal difference between the height of the lake and the ocean, continuing flow of the secondary pilot channel is not occurring without intervention. 

Council will continue to intervene and make efforts to assist in release of floodwaters from the lake until satisfied that the lake levels remain in the normal range below the minor flood height.  

Why didn’t the secondary channel get opened earlier? 

There are many benefits to keeping the plug on the secondary channel until triggers are met. In order for effective sand scouring to take place upon opening, there needs to be enough water depth in the lake to create adequate pressure. Concurrently, ocean tide and wave conditions need to be carefully considered as large swell or high tide conditions may result in infilling of both water and sand into the system.

Allowing the lake levels to rise slightly higher than normal also allows the lake’s fringing wetland habitats to be immersed, assists with the distribution of wrack and improves mixing of the water between shallow nearshore areas and deeper parts of the lakes. The fluctuations in lake levels also help to free and lift wrack that can get trapped near the shoreline and place it in areas where it can aerobically break down in the dry sun (such as saltmarshes, fringing wetlands, and foreshore reserve areas), reducing odour.

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Four ways to collaborate for success in the hybrid world.

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Collaboration is built on trust

Collaboration is vital to leadership success, which is why #CollaborateForSuccess is the theme of this year’s International Leadership Week . The importance of effective collaboration has been further reinforced by the rise of dispersed and hybrid teams since the Covid-19 pandemic. Increasingly, teams are having to collaborate online with people they may never have met in person.

So, what are the secrets to effective collaboration in the world of hybrid work?

1. Focus on building trust

“Where many companies go wrong is assuming that if you ask for collaboration you’ll get it,” says Blaire Palmer, author of Punks in Suits . “But true collaboration cannot happen if there is an absence of trust and safety at work.”

Palmer argues that collaboration requires people to bring their ideas, unguarded and without agenda, and to be willing to look stupid. They also need to be able to hold lightly to their own ideas and build on the ideas of others. In addition, they need to speak up, listen well and genuinely operate as a team with a shared sense of purpose rather than seek personal glory. All of these elements are built upon trust.

“In a hybrid world, this can be achieved through opportunities to 'gather’ occasionally in person and to reveal who you each are underneath the mask of professionalism,” suggests Palmer. “But this should happen well before you need to draw on that trust and human connection. This is even more important when you bring together international teams with diverse cultures and experiences, who have often never met in person.”

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To foster effective collaboration, it is key that the leader shows a willingness to trust their team. “If you don’t really trust your people, they won’t trust each other… or you,” says Palmer. “Without trust, there can be no meaningful collaboration.”

2. Communicate, communicate, communicate

Without open, wide-ranging and two-way communication, collaboration is inevitably ineffectual, argues David Roche, author of Become a Successful First-Time CEO .

He believes that mastering why teams need to do things is more critical than what, when and who. “Change is the new norm,” he says, “and leaders need to check in with their people to measure their head, heart and gut engagement, then regularly take the temperature to keep on course for success.”

It is important for leaders to remember that even amid the most effective collaboration, they can’t please everyone, all of the time. Also, leadership requires decision making. “Embracing active listening to discover the implications is as important as communicating why the final decision was taken,” says Roche. “Lack of communication is fatal and not an option – paranoia and rumors love a vacuum.”

Leaders set the tone and example through their communication, Roche argues. “The leader’s collaboration and influence should extend beyond the company into the key partnerships, the wider industry and the media,” he says. “Focusing on the bigger picture for the greater benefit is inspirational and will attract both customers and the best talent to want to be part of what you are doing.”

3. Have a plan

Clarity of purpose is essential for effective collaboration in a hybrid world, according Sue Musson, author of Firecracker Leadership . “The best leaders embrace all the head, hands and heart elements of leadership,” she says. “Applying this to hybrid working means defining what you are seeking to achieve together (head), creating the optimal environment to achieve that goal (hands) and making sure people feel connected and included (heart).”

Today we are well-versed in using tools such as Zoom or Microsoft Teams to enable large numbers of people to collaborate. “Protocols like staying on mute or raising your virtual hand bring order and using document-sharing software is a great aid to efficient collaboration,” says Musson.

Yet while these tools are useful, they can constrain engagement and creativity. “If your purpose requires interaction, be thoughtful about the virtual space you need,” Musson advises. “Resist the temptation to micro-manage the agenda or the time allocation. Be comfortable with pauses and allow people time to think. Relationships underpin the success of collaborating in a hybrid world, so adapt arrangements to build rapport. Virtual coffee mornings are a great option.”

4. Embrace the power of distributed leadership

The success of hybrid collaboration means shifting focus from “Talent” with a capital T to “talent” with a small t, says Jeremy Blain, author of Unleash the Inner CEO . “True collaboration happens when people feel empowered to make innovative suggestions because they have ownership of their work.” This, according to Blain, can be established through distributed leadership.

When it comes to hybrid working and digital skills, the capability gap between leaders and their team members is narrowing all the time. “Many leaders are learning at the same pace as their people,” notes Blain. “It is only when we actively pool our resources and collaborate more horizontally that we can access the benefits of this knowledge.”

The key to creating collaborative and empowered environments is recognizing the value in each individual and how they can contribute most effectively, according to Blain. He believes the role of leaders is to help people understand how they could step in (with greater autonomy within a specific role), step out (build cross-functional, cross-regional and more diverse teams across the company) or step up (incrementally stretch beyond their job role) in line with their individual career path.

“A more horizontal leadership structure helps businesses to actively share information,” says Blain, “and encourages individuals to take ownership of their role in organizational growth.”

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Experience the joy of ordering computer equipment online arrange them thoughtfully in your store, use these efficient devices to boost your income, and then invest in more advanced technology., after customers select their supermarket goods, it's your turn to shine as the cashier, you need to drag the items to the scanner and patiently wait for the scanning process to finish. to enhance efficiency, consider recruiting skilled cashiers online to assist you., over 100 types of decorative items await you on our website. from elegant potted plants to artistic picture frames, from dazzling neon signs to a variety of other decorations, everything is at your fingertips to bring a new shine to your store., pay attention to the cleanliness of the store facing some customers who litter, you need to clean up in time to maintain the store's cleanliness and prevent negative reviews from affecting your business., as time progresses, unlock more space and features, expanding your store wisely. introduce more equipment, beautify the decoration, and make your store the top choice for customers., system requirements.

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What Is Sales Performance Management? Examples and Tips

Learn how to keep your sales reps — and your business — on the right track with a solid performance strategy.

Terry Walsh

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You set targets for your sales organization and rely on all your team members to work together to hit them. But with so many moving parts at play, you need a reliable way to monitor sales activities, analyze results, and create action plans to increase performance. Enter sales performance management (SPM).

In this article, we’ll walk through how to set up a sales performance management process, tools you can use to save time, and tips for helping your team succeed.

What you’ll learn :

• What is sales performance management?

Why is sales performance management important?

Key components of sales performance management.

• 4 tips for better sales performance management

What to look for in sales performance management software

8 sales productivity pitfalls (and how to avoid them).

Get the Sales Productivity Workbook and avoid pitfalls like bloated tech stacks and approval bottlenecks.

What is sales performance management (SPM)?

Sales performance management (SPM) is a process that helps sales organizations track, manage, and improve the work of their sales teams. This includes everything from forecasting to implementing training programs, monitoring activities, quota management, and incentive planning.

SPM focuses on guiding sales reps toward achieving company goals. It measures things like how well a team performs against targets, sales velocity, and sales cycle length.

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Sales performance management is important because it supports your sales team’s overall strategy. At the center of that is efficiency; it aims to streamline and automate simpler tasks so sales reps can focus on selling and leadership can focus on improving business strategies.

I’ve seen SPM used to optimize a salesperson’s daily workflow, helping them get in front of customers more often and boosting sales opportunities. It can also help determine why certain sales reps are closing deals and others aren’t.

Maximizing impact is the new sales mantra, according to  State of Sales  research. Part of that is creating a more efficient sales team. A solid SPM strategy can help you:

• Fine-tune sales forecasts:  Accurate forecasts require regular data analysis. When you have a deep understanding of the trends and patterns of your past sales performance, it becomes quicker and easier to forecast and budget resources.
• Align sales strategies with KPIs:  Analyzing key  metrics  — like conversion rates, customer satisfaction, and churn rate — gives leaders a better view of sales performance. They can then develop strategies to address weaker areas and improve overall sales efficiency and effectiveness.
• Optimize sales processes:  Data can point to which sales process steps take the most time or haven’t produced strong results so you can examine why. It may reveal certain knowledge gaps you can address with  coaching  as well as which workflow functions you can  automate  for higher productivity.

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A sales performance management strategy is like a puzzle. Each piece is unique and plays a specific role. But when you put them all together in the right way, these individual pieces create a unified vision. It can show your team what success looks like.

Here are the key components to think about:

Sales planning

A sales plan helps reps understand company objectives and gives them a roadmap for meeting them. This includes an outline of target customers, potential obstacles, and revenue goals.

Your team’s efficiency relies heavily making sure each rep is making the most of their skills, native talent, and experience, which is why sales territory planning is key. Territory planning matches your reps with the territories and customers they’re best suited and gives them strategies for closing more deals based on data — market trends, sales forecasts, and more.

For example, if your goal is new customer acquisition for a specific territory, you might plan to refresh lead nurturing sequences, expand partnerships in the area, offer special promotions, or host events to capture more new leads.

Sales compensation and incentives

To help keep reps motivated to meet the goals you set for them, you can implement various  commission structures and bonuses. These monetary rewards help you recognize top performers and set the bar for success.

When your team needs an extra boost to achieve a specific goal or meet quota, incentive compensation plans — especially  SPIFFs (Sales Performance Incentive Funds)  — are a good option. Beyond increasing sales, they can strengthen morale and encourage teams to hit short-term goals by providing extra compensation beyond their base salary.

Quota management is also a critical part of SPM. It involves setting, tracking, and achieving specific sales goals over certain time periods. Done well, it helps keep reps motivated and rewards those who reach their goals. Effective sales quotas are realistic, data-backed, and aligned with company goals.

Sales training and coaching

To empower sales teams to hit quota, you need to ensure they have the training and coaching necessary to do their jobs. This isn’t just onboarding; this involves ongoing support from sales managers, call coaching, and continuing education on best practices and the latest sales techniques. (Read more about this in our article on sales enablement .)

Sales insights and strategies

The focus here is on what you sell and how much of it you can and will sell. It includes things like pipeline management, price setting, and  go-to-market strategies  — all of which rely heavily on data.

Your SPM strategy should be fluid, adaptable, and backed by data. You must regularly analyze your performance against your goals. If the results are falling short, dig into why and modify your strategy accordingly. Look at how your products, territories, customer segments, and teams perform to decide where you’re doing well and where you could improve. Then, decide what tactics to apply in weaker areas for better results.

For example, if you see that one of your products or services is underperforming compared with others, look into possible causes by reviewing deal data and insights stored in your CRM. Perhaps you need to adjust your  pricing strategy  or certain sales call techniques to address the problem.

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4 tips for better sales performance management

Sales performance management is ultimately about helping your team meet the goals of the business. Here are a few tips to set them up for success:

• Be transparent with your team:  When changing your strategy or shifting direction, communicate with your team. Explain the new targets and how you plan to meet them and be clear about what success looks like so everyone understands how they fit into the bigger picture. Make sure your reps have access to the data they need to be successful, such as tracking their progress toward meeting quotas.
• Set high and attainable goals:  Use data insights — past performance, market trends, and sales forecasts — to set realistic goals you feel confident your reps can meet. When reps feel capable of meeting goals, chances for success are much higher than if they don’t. Attainable goals not only help keep your organization moving forward, but they also contribute to positive morale.
• Test, learn, and adapt:  Learn from the past with  sales analysis . By pinpointing what’s working and what’s not, you can see where opportunities exist to adjust sales strategies, improve onboarding processes,  develop coaching plans , and increase overall sales performance across your organization.
• Reward high performance:  Rewarding high performance is a great way to keep your teams motivated, productive, and closing more deals. Recognizing achievements is not only a good way to promote employee retention, but it can also be a great way to set expectations and create examples of what success looks like.

When choosing SPM software , you want a solution to help you become more efficient, productive, and effective at selling and meeting your sales targets. Let’s break down a few key features of Sales Cloud’s sales performance management software to show how it can help you do this:

• Automated plans and workflows:  This feature allows you to build incentive compensation plans quickly and easily as well as streamline and automate complex commission workflows. You can also automate tedious manual processes — like admin tasks — so your team is free to focus on selling.
• Real-time reporting and dashboards:  Create intuitive reports and dashboards in minutes and align organizational priorities to seller motivations. Empower your reps with visibility into commission trends, performance data, personalized analytics, and commission statements. These allow reps to track their progress toward goals and view potential earnings within the platform.
• Intelligent territory assignments:  Designate and assign territories to the best-suited reps and allocate resources more efficiently with data insights and automation. Align your accounts, reps, and territories to business priorities and resources. Then, publish assignments within the platform when the plan is finished. You can also visualize your territory plan holistically and make adjustments based on forecasts to ensure maximum impact.

Improve your sales performance management process for better results

Sales performance management is an essential piece of the puzzle for sales organizations. From setting expectations and implementing incentive programs to tracking progress and holding teams accountable, SPM helps you stay competitive and reach your targets. While creating an effective sales performance management plan takes time and effort, it’s crucial for your organization to thrive.

Attain quota faster and speed up sales ops 

Learn how Sales Performance Management helps you connect customer data to sales planning and execution. 

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Opinion: The Bears Ears management plan must include traditional Indigenous knowledge

Please join us at an upcoming meeting in salt lake city to learn more about our proposal for the management of this sacred living landscape..

(Leah Hogsten | The Salt Lake Tribune) The Bears Ears buttes on April 10, 2021.

The Ute Indian Tribe, along with four other sovereign tribal nations, fought for the creation of the Bears Ears National Monument to protect and maintain our ancestral lands. Our tribal lands and resources extend far beyond our reservation boundaries. We have always lived and traveled through Bears Ears. Standing in Bears Ears we are surrounded by our sacred sites, resources and waters.

The Ute Indian Tribe, the Ute Mountain Ute Tribe, the Hopi Tribe, the Navajo Nation and the Zuni Tribe make up the Bears Ears Commission and work in collaboration with our federal partners . Bears Ears is a model for incorporating traditional Indigenous knowledge and our tribal expertise in sustainable resource management. We need these models now more than ever as we face increasing climate change, droughts and wildfires.

The March 8 draft Resource Management Plan (RMP) for Bears Ears includes our knowledge and expertise in sustainable resource management. We support Alternative E of the draft plan because it is most consistent with tribal values and recommendations.

Please join the Bears Ears Commission, along with the Bureau of Land Management and the U.S. Forest Service, at the upcoming in-person meeting in Salt Lake City to learn more about our proposal for the management of this sacred living landscape. We invite you to learn about and support the Commission’s preferred alternative, Alternative E. The public comment period is underway and will be critical in shaping the management of Bears Ears.

We have always lived in harmony with the land. From the towering mountain peaks to the serene desert canyons, each part of Bears Ears holds unique resources that sustain our way of life. Each part of Bears Ears has a different meaning and value to the five tribes. We brought our knowledge together to sustain these lands for the benefit of our future generations and for the benefit of all us that walk together on this land.

The first in-person public comment meeting will be held in Salt Lake City on Thursday, April 18, 2024, from 6 p.m. to 8 p.m. MDT. The meeting will be located at Marriott University Park, 480 S Wakara Way, Salt Lake City, UT, 84108.

(Photo courtesy of Christopher Tabbee) Christopher Tabbee

Christopher Tabbee is the vice chairman of the Ute Indian Tribe Business Committee and an Uncompahgre Band representative, and currently serves as co-chair of the Bears Ears Commission. Christopher is actively involved in the Ute Indian Tribe’s efforts to restore and protect its land base.

The Salt Lake Tribune is committed to creating a space where Utahns can share ideas, perspectives and solutions that move our state forward. We rely on your insight to do this. Find out how to share your opinion here , and email us at [email protected] .

Donate to the newsroom now. The Salt Lake Tribune, Inc. is a 501(c)(3) public charity and contributions are tax deductible

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Unlocking operational excellence: The power of quality management software

From small family-run companies to tech giants, the business world is changing at an unrelenting pace. Amid a constantly evolving economic landscape and sometimes dizzying technological advances, one thing remains constant: the need to maintain the highest level of quality which endures over time.

Whether manufacturing a product, carrying out a process or providing a service, ensuring superior quality is how organizations set themselves apart in today’s complex business environment. But managing intricate quality processes across global supply chains, production sites and product portfolios can be extremely challenging without the right tools. To remain competitive, organizations must ensure they carry out rigorous quality control, checking they are meeting customer requirements and living up to industry standards.

That’s the job of quality management. Essentially, quality management must deliver consistent product quality, compliance and transparency across all stages of production. While this can be complex, there are tools available to help you achieve these goals. Among the many existing solutions, quality management system software can be a useful tool to manage your quality operations and build an effective, safe and ethical supply chain.

Let’s explore how.

Table of contents

Why quality management matters.

We all know the importance of quality, but how do we define it? Perhaps the most often-quoted statement is that of Henry Ford: “Quality means doing it right when no one is looking.” In essence, “quality” describes how well a product or service meets its designated requirements. Therefore, it is underpinned by skillful execution, a commitment to excellence and intelligent planning.

In exploring how quality management software can help, it is important to distinguish between two related, but distinct, terms:

• Quality management : This takes place during the pre-implementation or planning stage, laying the groundwork as quality standards are established, responsibilities are assigned, specifications are determined, meetings are scheduled and metrics are defined to determine how well the project will perform.
• Quality control : This takes place during the project implementation stage as responsible parties ensure that outputs align with planning and assess performance against the specifications established during the quality management phase.

In other words, quality management and quality control are symbiotic aspects of the same process. While quality management dictates all quality assurance methods, quality control brings them together, like two seamlessly operating cogs in a wheel.

What is quality management software?

Often referred to as QMS software, this integrated management solution provides businesses with a platform or digital tools to help answer vital questions such as: “Is every product the best that it can be?” and “Can we prove our product meets industry standards?” This software centralizes and automates the often repetitive tasks and documentation needed to rigorously capture, analyse and act on data relating to quality management.

Establishing a robust enterprise quality management software makes it easier for businesses to monitor, measure and improve their quality standards. By turning data into intelligence and actionable insights, they can move from reacting to quality events to making predictive and, eventually, proactive quality management decisions.

To do this, QMS software acts as a centralized hub for managing product and service quality, integrating end-to-end traceability, communication, data management and real-time insights across an organization’s operations. It encompasses workflows, analytics and best practices, providing complete visibility and control over interdependent activities: quality planning, assurance, control and improvement.

At its most powerful, QMS software can help transform a business. The right tools turn an organization which is passively accumulating data, and struggling to maintain consistent high quality, into one that turns data into actionable information.

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Understanding quality management software

To understand the components which make up QMS software, we can look to one of the world’s most widely recognized and adopted quality management standards: ISO 9000. This family of standards is based on a number of fundamental quality management principles. To achieve these principles, organizations must adopt quality controls which can be broken down into four key components:

• Quality control planning : Identifying quality goals and standards, how to meet them and how to track progress.
• Quality control : Physically inspecting and testing what was laid out at the planning stage to ensure it can be done. This involves confirming all standards are being met and identifying and correcting any errors in the production or service.
• Quality assurance : Inspecting goods and services at the source of production to remedy any issues before delivery to the customer.
• Quality improvement : Reviewing findings from the preceding stages, defining what improvements are needed, then repeating the quality control management cycle all over again.

What is quality control software?

Quality control software is a separate category of software tools designed to manage and streamline quality control processes within an organization. From inspections to reporting, to analytics and strategic decision making, quality control management software can establish clear lines of communication among all stakeholders.

For example, quality control software solutions are critical in an ISO environment as they provide a whole range of benefits, including transparency, risk mitigation, timely reporting, data analytics, productivity, and cost reduction, positively impacting stakeholders’ investments. What’s more, they help companies streamline essential quality compliance while optimizing product development and production.

What is software quality assurance?

Software quality assurance (SQA) ensures all software engineering processes, methods and activities are monitored and comply with internationally defined standards. These standards might be one or a combination of systems, such as ISO 9000, ISO/IEC 15504 or the CMMI model. Throughout the entire software development life cycle, SQA works alongside software development, continually checking for quality issues in each development phase.

How does QMS software help your business?

Conducting business with integrity means always striving to improve quality and compliance while being mindful of operational costs. The adoption of QMS tools helps meet these goals, whether that’s across an entire organization or within specific departments such as quality, regulatory or product development.

Intelligent use of QMS software accelerates product innovation, meets regulatory requirements, increases speed to market and operational excellence while improving customer satisfaction within a smart, adaptable, cloud-based quality management system.

Compliance with quality standards and regulation is a key part of the QMS remit. Robust quality management software systems support organizations of all sizes in seamlessly and efficiently managing every facet of ISO 9001 across their operations.

ISO 9001  Quality management systems

QMS software trends to watch

QMS software is dynamic and rapidly evolving. Some of the groundbreaking features that have already launched or are expected to be rolled out in the near future include:

• Cloud-based solutions for scalability, accessibility and flexibility.
• Responsive design that takes existing mobile apps a step closer to tomorrow’s technology, boosting agility and ease of access. Similarly, integration with IoT devices helps collect real-time data from production processes and equipment, for better monitoring, analysis and control of quality factors.
• Improved predictive analytics through AI, supporting the detection of quality issues in good time to correct them.
• Blockchain technology to enhance traceability, tracking and verification of raw materials.
• Real-time collaboration features that allow team members to seamlessly work together.

The growing adoption of quality standards and digital transformation aren’t just trends to keep up with, but necessities. Quality management software sits at the intersection of emerging technologies and business integrity. It reduces operational risks, enhances quality control and drives continuous improvement. Organizations with an eye on integrity and social responsibility embrace the complexities of these times, putting themselves in an optimal position to thrive in an increasingly competitive and data-driven business landscape.

• Unlocking operational excellence: The power of …