business plan for event organizer

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

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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.

Download our Ultimate Business Plan Template here >

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.

Finish Your Business Plan Today!

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

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.

Try the most popular event management business software

Get Started Free

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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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

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How to Write an Event Planning Business Plan

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Event planners know how important organizational skills are in planning and executing a successful event. But as an event planning business , you may be overlooking the importance of having a business plan that keeps you organized and on track in the big picture operation of your business.

What an Event Planning Business Plan Is

An event planning business plan is a document that outlines the major aspects of your business. It articulates what the business is, its objective, how it operates, the structure and other important elements.

The Need for a Business Plan

Perhaps you are just starting your event planning business and because it is so new, you then wonder if you should devote time to developing a plan. Or, you may have been operating your solo operation from your dining room table for the past several months, and everything seems to be running along just fine.

Either way, a business plan is an important component of your business. Just as you have an event planning checklist to spell out the goal of an event, the budget, the target audience and other such factors.

What to Include in Your Event Planning Business Plan

A business plan will put your objectives in writing and keep you focused on the long-term goals of your event planning business, so note the plan in as much detail as possible to ensure that when you go to actually start your business, you have already ironed out potential setbacks in the planning stage. Use your event planning business plan to keep you on track. Reevaluate your business plan every three months and determine if you need to modify anything to reflect changes in your event planning business.

• Description: The first aspect of your business plan is a description of who you are or what you want your business to be. This can be as simple as just a few sentences. For example, “ABC Event Planning is a full-service event planning business…” or “ABC Event Planning specializes in planning weddings…”.
• Objective: What is your business objective? What are the goals of your business? Are you aiming to be the top event planner in your town or do you have your sights on a loftier goal?
• Structure: How is your business structured? Are you the sole operator or do you have partners or support staff? If you have employees, outline their job responsibilities.
• Products and Services: What product or service does your business offer? Include everything from negotiating hotel contracts to hiring vendors and providing on-site staffing. 
• Target Market: Who are your potential clients?  What segment does your event planning business want to attract? Identify the people who would be interested in your services.
• Marketing: How will you market your business to attract customers? Do you have plans for a website? Will you utilize social media? Attend local business events? 
• Finances: How will you handle any upfront costs of conducting your business? How will billing and payment be processed?

What to Do Once the Plan Is Written 

Do not write out a business plan, check it off your to-do list and tuck it into a drawer. This business plan is the roadmap for your event planning business. Keep it front and center so that you never lose sight of why you started this business, what it is about, where you want to go and how you plan to get there.

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How to Write an Event Planning Business Plan

As an event organizer, it's helpful having an event business plan. Not only can it help you create a picture of your business, but it can serve as a great marketing tool or as an event planning checklist. Finally, if you're looking to collect investments, you'll want to present your event company in the simplest, yet most effective way possible.

Every event planner knows the importance of organizational skills for organizing a successful event. But only a few take the time to give attention to the other side of the business - the vision where you want your event planning business to head next.

This article will help you answer how to write an event planning business plan that's useful, professional, and compelling.

Structure Your Event Planning Business

Having a clear business and team structure is the first step towards making a solid impression. Both investors and clients want to know with whom they are working with. Remember, it's one thing to pitch a great event idea, and completely another to make it happen.

In the structure of your business plan, you need to include: yourself, your role, and the team (if you have one) alongside their titles and job descriptions. Next is the company's structure. Are you running as a sole trader, partnership, or enterprise?

List of your suppliers and vendors and finally, your business history and previous achievements.

Event Description

Event descriptions are the part that either makes or breaks an event business. Most of the time, you should work on this section.

What you need to include in the event description: First, mention the goal. No matter if you're aiming to impress an investor or a client, there needs to be a clear goal. What are your pre-event, during the event, and post-event goals? Remember to use numbers and stats.

After you have the goals set, what is the timeline for each goal? Next, what is the preferred audience for the specific event? Finally, finish it off with stakeholders. Anyone who has a remote interest in the particular event should be mentioned and their benefits from the specific event.

Development

You have the goals and the timeline set. But how will you execute it? The development section should include tools you're using such as event management software and event app, a solid SWOT analysis, and a clear description of who's doing what in the team.

If you have a starting point and goals set, development is the road that connects Point A with Point B.

Event Requirements

This one depends on if you're organizing an in-person or virtual event. Either way, you should mention the facilities in question, the equipment you'll use throughout the event, and the working staff.

Usually, it's also a great idea to include the budget for every particular element. With event requirements, you have the tools that will help you traverse the development road. Now all that's left is to get the audience.

The last section your event business plan needs is the marketing section. Although you don't have to go too much into details, ensure you list how you plan to promote the event. Will it be using billboards or you'll use online marketing exclusively?

Will you continue your marketing during the event, or do you think that pre-event marketing is enough to bring in the right people?

Consider adding the marketing budget as well since it will set the tone for what to expect.

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How to Start an Event Planning Service Want to be an event planner but not sure how to start your own event planning service? Discover how to start this business in our step-by-step guide.

Some people get a lot of personal and professional joy out of making big events and special days even better for their attendees. If you have the hosting itch, and if you love to tackle complex problems and make big days go smoothly, you might have a future as a professional event planner.

But whether you choose to work alone or with a small team, starting an event planning service is no small task. Today, let's break down how to start an event planning service step-by-step.

What are the basics of event planning?

Event planning is the art (and sometimes science) of event ideation, planning, coordination and operation. When a big, important event needs to go smoothly, it's time to call an event planning service or coordinator.

Event planners are key service providers who can ensure event production and execution happens smoothly. They perform these duties for trade shows, senior events, nonprofit galas and much more.

Related: Find Your Event-Planning Niche

Event planning is most often used for purposes like:

• Big educational meetings, like graduations or conferences.
• Major promotions, like marketing events, product launches and fashion shows.
• Corporate events, like after-work cocktail hours, galas, etc.
• Celebrations and social events like parades, weddings, birthdays, reunions, etc.

Event planning is highly important to make sure the above and other major events go off without a hitch, especially so that the most important guests can enjoy themselves.

The primary duties of full-time or part-time, on-site event planner jobs include:

• Doing research prior to the big event.
• Event design and team-building for project management.
• Finding the appropriate site for the event.
• Creating event budgets and running fundraisers if necessary.
• Arranging for decor, entertainment and food for the event.
• Sending invitations to potential attendees.
• Planning transportation for attendees to and from the event.
• Arranging any other necessary accommodations, like seating.
• Coordinating activities for event personnel, like caterers or entertainers.
• Supervising activities at the event site.

The events industry, both for wedding planning and other events, requires good communication skills. Additionally, obtaining a bachelor's degree in public relations or related areas can be helpful but is not absolutely required. Let's look closer at this job type and business.

Why do people hire event planning services?

People primarily hire event planning services for two reasons:

• So that event-goers and guests of honor can enjoy themselves without focusing on the event.
• So that the event in question goes smoothly.

Imagine a typical example of a wedding. Many engaged couples hire event planners or event planning services to coordinate, organize and carry out their wedding plans. In this way, the couples can enjoy their special days and focus on getting married rather than worrying about things like catering, parking and kicking out rowdy guests. Instead, the wedding planner takes care of that stuff.

Furthermore, some events are so complex – particularly those with hundreds of guests or more – that it's almost impossible to properly plan and organize them without the help of a specialist. Knowledgeable, experienced event planners know how to organize groups of people, how much food to provide and other details that can make or break an important event.

Related: The Price Is Right: Turning a Profit in the Event Planning Business

Who should become an event planner?

You might consider becoming an event planner if you love hosting parties and the thrill of organizing a complex event and running it without an issue. Planners often have to handle many moving parts at once. Many event planners have histories as managers or coordinators in other industries. You should become an event planner or start your own event planning service if you feel that you would enjoy this kind of work.

It's also worth noting that event planning often requires you to work on weekends or holidays (since these are the days when people have free time to schedule and hold events), as well as handle chaotic, sometimes confusing work and competing agendas. You should also consider acquiring certification for your event planning service, as it can help you acquire relevant professional skills and attract more job opportunities . Meeting Professionals International (MPI) is an association that offers a list of degrees and certificates from colleges and universities. The right degree or certification can lead to more job opportunities and even pave the way to a higher salary.

Alternatively, try to become a CSEP or Certified Special Events Professional or CMP or Certified Meeting Planner. Both of these are given out by the MPI or the ISES (International Special Events Society), which also highlight your skills and designate you as an expert event coordinator.

Now that we've covered the basics, let's get into the steps you need to take to start an event planning service:

Step 1: Make your company

Your first step involves making your company and filing the right paperwork. You should first draw up a business plan, which will include details like:

• The business's name.
• The business's tax structure (like a sole proprietorship, LLC, etc.).
• How you'll make a profit.

Related: Check out these business plan templates to get started.

You'll also want to get an EIN, or employer identification number. This will allow you to hire employees for your event planning service if you desire later down the road.

Step 2: Choose your target market

Next, do market research and pick the target market you want to work for. For instance, if you want to primarily work with weddings, you need to research that target market to know how much to charge for your services, what's involved and what you need to be experienced in.

By doing some research ahead of time, you won't find running your first events to be too overwhelming. You'll also know how much to advertise your event planning service to be competitive relative to other services in the area.

Step 3: Consider startup costs

When you start an event planning business, you'll have to consider startup costs. Working from home or primarily by yourself will keep costs low as opposed to hiring employees (who will require salaries).

However, if you want to expand your event planning business, you'll eventually need extra equipment, business premises like an office or warehouse and more. All of these things can add up, impacting the kind of business you begin.

Note that you can always scale your business after acquiring steady work. For instance, you can start off as a one-man event planning service that only provides services to small events you can tackle by yourself. After you save up some money from some successful jobs, you can hire a few more employees and rent out a warehouse for your equipment, like cameras, chairs and more.

Step 4: Understand the work involved and hire employees (optional)

For your event planning service to be successful , you need to fully grasp the nature of the work involved and understand whether you should hire employees.

Planning and executing an excellent event generally involves:

• Designing the event, which means sketching out the feel or look of the event in question. Some clients will have very specific ideas you'll need to incorporate into the design.
• Putting together a proposal for your clients so they can improve your plans.
• Organizing the event, which involves almost everything else, like renting the site for the event, hiring vendors, hiring entertainers, organizing caterers and much more.

There's a ton of work that goes into planning even the smallest event. Fortunately, as you acquire experience, you'll be more adept at anticipating and completing this work.

Related: The Event Planning Recipe for Success

Generally, the larger the events you want to manage and coordinate, the more employees you need to hire. At a certain point, you can't be everywhere at once! Consider hiring employees when you have the cash to do so; this will allow you to plan events for larger groups of people and make more of a profit.

Step 5: Settle on a price structure and fee basis

How you price your event planning business will impact how often you get requests. You can determine your pricing structure and fee basis by things like:

• The market segment you serve: For instance, social events usually have different fee structures than corporate events.
• Your geographic location: If you have a higher cost of living, you are justified in charging your clients more to plan their events.
• Your experience and reputation: As your business gets a reputation for success, you'll be able to charge a higher premium for your services.

Step 6: Start marketing your event planning service

Once you have all of your ducks in a row and you know how to charge your clients, you can start marketing your event planning service. Do this online through Google PPC (pay-per-click) ads, social media marketing and other efforts. Don't hesitate to use in-person marketing materials, like posters or TV ads, as well.

Related: 8 Savvy Ways to Promote Your Event Planning Business

As you can see, starting an event planning service is a matter of preparation and deep consideration. If you plan everything properly, your event planning service will launch smoothly, and you'll get your first batch of clients in no time.

Check out Entrepreneur's other guides and resources today!

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

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Event Planning Business Plan Template [Updated 2024]

Event Planning Business Plan Template

If you want to start an Event Planning business or expand your current Event Planning or Event Management business, you need a business plan.

The following Event Planning business plan template gives you the key elements to include in a winning event planner business plan or event management business plan.

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

Below are links to each of the key sections of a free Event Planning business plan template:

Event Business Plan Template I. Executive Summary II. Company Overview III. Industry Analysis IV. Customer Analysis V. Competitive Analysis VI. Marketing Plan VII. Operations Plan VIII. Management Team IX. Financial Plan

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Event Planning Business Plan Home I. Executive Summary II. Company Overview III. Industry Analysis IV. Customer Analysis V. Competitive Analysis VI. Marketing Plan VII. Operations Plan VIII. Management Team IX. Financial Plan

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Event Planning Business Plan Sample

Jan.15, 2018

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Table of Content

Event planning business plan for starting your own agency

Are you thinking about starting an event planning business ? Well, if you have what it takes to properly plan and manage an event, you can certainly jump in this field. The biggest benefit of starting this business plan event planner is that it requires the least capital investment as compared to many other businesses. You can start a business plan for an event planner in a small office with a small team and a little inventory comprising of mostly office and stationery products.

Secondly, a  business plan for an event planner starts yielding a profit as soon as it is launched as compared to most of the businesses which need months or even years to yield the desired rate of return. Another important aspect is that, unlike other businesses, an event planning business has the least amount of risk associated with it provided that you plan and market it successfully.

So before you move on to starting this venture, you will have to prepare a comprehensive event management business plan which will establish the basis of your company’s future operations and decisions. If you are wondering how to write a business plan for event planning then here we are providing you the event management business plan company business startup named ‘Godi Events’.

Executive Summary

2.1 the business.

Godi Events will be a bonded, insured and licensed event management business plan , located in the Manhattan borough of the New York City. We aim to serve the nearby residential community and the corporate sector of Manhattan by proving them the best services for managing their important and memorable events of life.

Godi Events will be owned and operated by Anna Godi. Anna has been associated with the hospitality industry for more than 6 years. She has been working at executive positions in various event planning companies and premium brands throughout the United States to create memorable and unique events. She wanted to establish a name for herself in this industry that’s why she thought, ‘why not starting my own event planning business ’? Hence, she decided to start this venture.

2.2 Management

The main office of Godi Events will be located in Manhattan borough of the New York City. A 200 square feet office has already been acquired on lease in the center of the main commercial district of downtown Manhattan. Anna will manage the overall operations of the company while she will be assisted by some of her friends for the startup.

The success of a startup heavily depends on its staff and management. Likewise, management will play a great role in making this venture successful, so make sure to plan it before thinking about how to start a business in event planning .

2.3 Customers

Our target market is the corporate sector located in the Central Business District of the Manhattan and the community living nearby at the 10 minutes’ drive from our office. This residential community will need our services for planning and managing their weddings, birthdays, anniversaries, and parties. On the other hand, companies and businesses also need to organize work sessions, retreats, team meetings, seminars, workshops, and conferences multiple times in a year.

Our biggest competitive edge over other competitors will be our mobile app business plan which can be used for online booking, selection of food plans and venues, making payments and much more. We have strategically built this app to facilitate the ever-busy working class of the society. Our second competitive edge will be our unparalleled customer service which will be the best in town. We will treat every customer with utmost respect and make sure that they get more than what they had expected from us.

2.4 Target of the Company

The target of the company is to become the best business plan for event planning company  in the New York City within next five years of our startup. This target can only be achieved by growing the sales at the forecasted rate. We also aim to balance the initial cost of the startup with earned profits by the end of the first year, to achieve the net profit margin of $10k per month by the end of the first year, to open up two more offices in different cities of the United States by the end of five years.

Company Summary

3.1 company owner.

Godi Events will be owned and operated by Anna Godi. Anna has been associated with the hospitality industry for more than 6 years after completing her Masters in Human Resources Management from Loyola Marymount University – College of Business Administration. Since then, she has been working at executive positions in various event planning companies throughout the United States, working primarily with premium companies and brands for creating memorable and unique events.

Anna is a philanthropist and celebrated Event Planner, best known for planning some of the New York City’s most important events. Stylish and discriminating, she believes in working only with the very best. From photographers and set designers to budgeting and booking artists, she has formed an exceptionally collaborative team for her venture.

3.2 Why the event planning business is being started

Anna has always been a planner. Since her high school days, she has been planning, organizing and executing school events. Afterwards, she started her own event management business plan society in college to plan and manage the college events organized by the student body. She was born to be a planner and her planning skills are praised by all and sundry.

After completing her studies, Anna pursued her passion by serving in some of the biggest event organizers of the United States but soon she realized that she can establish her name in the hospitality business only by her own setup. That’s when she decided to start business plan event planner  completely by herself. She knows that she can bring radical changes in the hospitality industry by following her natural instincts.

3.3 How the event planning business will be started

You have to consider many aspects before you think about how to start your own party planning business . Fortunately, during her 5 years’ experience in the hospitality industry, Anna made many friends some of whom will join her in this venture and will help her through every step.

The main office of Godi Events will be located in Manhattan borough of the New York City. A 200 square feet office has already been acquired on lease in the center of the main commercial district of downtown Manhattan. The place was formerly used as an office for a small IT firm. Some changes and interior designing woodwork are also required and a contractor has been hired for this purpose.

Anna has planned everything about her event management business plan including the required personnel and inventory and has hired experts from various fields to help her craft a detailed map about it. The financial experts have forecasted following costs for expenses, assets, investment, and loans for the Start-up.

The detailed start-up requirements, start-up funding, start-up expenses, total assets, total funding required, total liabilities, total planned investment, total capital and liabilities as forecasted by experts, is given below:

Services for customers

The success or failure of a party planner business entirely depends on how it provides its services to the customers. A party plans business must be extremely customer-oriented and should provide a wide variety of services to survive in the modern day competitive environment. So before you start your own event planning business , do some research about what kind of event management business plans are most in demand nowadays. In order to excel in the competitive field of event planning, Godi Events will provide the following event planning services to its esteemed customers:

• Corporate Event Planning: We will provide a majority of services to the corporate sector. Some of those services include but are not limited to corporate event planning, corporate retreat planning, team meetings planning, training and work sessions planning, conferences and workshops planning.
• Party Planning: We will provide a majority of party planning services which include but are not limited to anniversaries planning, birthday events planning, graduation and other parties planning.
• Wedding Planning: We will also provide wedding planning services and other inclusive events such as reception and shower planning.
• Social Events Planning: We will provide a wide range of social events planning which include but are not limited to social gatherings planning, banquets and social dinners planning, award ceremonies and other similar events planning.

Our events will be completely customized, reflecting the brand personality of every client. Whether we will act for a product, a family, or a company, our work will integrate innovative designs with the finest in wine and cocktails, dining, music, entertainment and—most important of all—that intangible element of surprise.

Our group of seasoned professionals understands that breakthrough ideas are only as good as the discipline supporting them. At Godi Events we believe that there is a sublime connection between the mastery of logistics and the creation of astonishment. Specializing in the creation of exceptional events for private and corporate clients, we will design, plan and manage every project from conception to execution.

We will be responsible for planning, executing and managing everything needed to make an event successful. We pay great attention to even the tiniest bit of details as this is the key to the success of any event. Whether we are planning a company retreat, a social event or a wedding, we will be responsible for planning and managing of its every aspect such as audio / visual, budget planning, catering consultation, décor selection, entertainment, evening program, floral, guest gifts, hotel room blocks, invitations, lighting and sound, on-site management, photography, rentals, stationery, tenting, timelines, transportation, venue selection & management, videography etc.

In addition, to provide the planning services, we will also sell resource manuals and step-by-step guides. These resource manuals and step-by-step guides can be either purchased directly from our office in Manhattan or they can be downloaded from your official website by making an online payment via PayPal and Payoneer.

The resource manual is a compilation of various services providers such as caterers, decorators, bands, and disc jockeys located in the surrounding area. A ranking is given to them along with their contact details. This manual gives the client the freedom of making a choice based on experience.

Similarly, the step-by-step guides include the detailed guidelines for planning out the birthdays, meetings, retreats, parties, vacations, and special occasion celebrations such as graduations, holidays, showers, weddings, and receptions event. It will guide the readers on what is needed for and how to put together a successful, worry-free and successful event with popular refreshments, recipes, games. By using these resource manuals and step-by-step guides, anyone can easily plan the small-scale events for themselves.

Marketing analysis of business plan for event planning company

The most important component of an effective event planning business plan template  is its accurate marketing analysis that’s why Anna acquired the services of marketing experts to help her through this phase. It is only after this stage that a good event management business plan could have been developed. After identifying the local market trends in the New York City, the marketing experts and analysts also helped her to select the best site for establishing the main office of the company.

The success or failure of a event management business plan totally depends upon its marketing strategy which can only be developed on the basis of accurate marketing analysis. There are four main steps to carry out an accurate marketing analysis which are to identify the current market trends, identify your target audience and potential customers, set out the event management business plan targets to achieve, and finally set the prices of your products and services. Marketing analysis is a must-do thing before you move on to event planner business plan because the planning of many subsequent components depends on it. Therefore, it must be considered before developing a party planner business plan .

Immigration business plan

5.1 market trends.

The event management industry is hardly a couple of decades old and has already experienced unprecedented growth. It is estimated that it is experiencing an unprecedented growth of more than 25% per year making it one of the fastest growing industries today, along with the travel and hospitality sectors. Today, event management business plan is not just limited to planning and organization but much more.

Moreover, this industry is one of the few industries which have seen a constant increase in revenue along with the increase in business plan event planner locations with time. It has been estimated that event industry contributes more than a hundred billion dollars to the annual GDP of the United States. The number of event planners has increased exponentially over the past few years. After identifying these market trends, it is clearly evident that the party planner business plan industry is always blooming and can be immensely profitable provided you plan your business plan event planner successfully.

5.2 Marketing Segmentation

Our target market is the corporate sector located in the Central Business District of the Manhattan and the community living nearby at the 10 minutes’ drive from our office. The community consists of all types of people from varying backgrounds. As per the financial position, nearly half of the community has a monthly income ranging from $40k to $50k while nearly 10% people have incomes even around $100,000.

The corporate sector also provides many opportunities to us since the Downtown Manhattan houses many local, national and multinational businesses and companies. On average, these businesses make millions of dollars every year and can easily spend extravagantly on their events for the sake of promoting their brands. That’s why they present many prospects for event planners like us.

In order to develop a good event planning business plan sample it was crucial to analyze the market segmentation of the future customers of our services. A successful and efficient marketing strategy can only be developed after we completely know our potential customers. Our experts have identified the following type of target audience which can become our future consumers:

The detailed marketing segmentation of our target audience is as follows:

5.1.1 Corporate Sector:

The biggest consumer of our services will be the corporate sector located in Downtown Manhattan. There are hundreds of local, national and multinational businesses and companies located within 15 km radius of our office. These corporations organize company retreats once or twice a year to increase team building between their employees and to take a break from the hectic and monotonous office routine. Similarly, these companies need to organize work sessions, team meetings, seminars, workshops, and conferences multiple times in a year.

Most of these businesses make millions of dollars every year and can easily spend extravagantly on their events for the sake of promoting their brands and for entertaining their high-profile guests. They will contribute the biggest portion of our revenue and hence our marketing strategy will be specifically tailored to attract this customer group.

5.1.2 Government Institutions:

The second category comprises of various government institutions in addition to schools, colleges, and universities located in Manhattan. These institutions frequently host many public events and gatherings such as award ceremonies, educational events, conferences and seminars, alumni meet up events etc.

5.1.3 Residential Community:

The third category includes the community residing in the residential zones of the city at a 10 minutes’ drive from our office. The residential community is extremely diverse comprising of people belonging to various age groups and varying needs. This customer group will need our services for weddings, birthdays, anniversaries, and parties. As discussed earlier, we are strategically located in one of the richest neighborhoods in the United States where the residents have monthly incomes up to a hundred thousand dollars. That’s why this group will contribute the second biggest chunk of revenue after the corporate sector.

The detailed market analysis of our potential customers is given in the following table:

5.3 Business Target

We aim to become the best event planners of the New York City within next five years of our startup. Our main event management business plan  targets to be achieved as milestones over the course of next three years are as follows:

• To achieve the net profit margin of $10k per month by the end of the first year, $15k per month by the end of the second year, and $25k per month by the end of the third year
• To balance the initial cost of the startup with earned profits by the end of the first year
• To open up a second company office by the end of three years in San Francisco, and a third office by the end of five years in Los Angeles

5.4 Product Pricing

Product and service pricing is one of the most important factors in deciding the strategy for a business plan for event planning company . Selecting the price for the services is a difficult task, especially for the startups, because one has to attract customers while yielding a profit at the same time. These two things cannot be achieved at the same time and the only way out is to select a compromised trade-off or balance between the two.

After considering the market demands, we have priced all our services in the similar ranges as of our competitors. The reason behind our pricing policy is to achieve the minimum attractive rate of return which would not be possible in case of offering our services at low prices.

The strategy of business plan for event planning company

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We had a great experience with OGScapital. They were quick, on top of the BCP, and got us exaclty what we needed. We also had an issue with completing a task in a certain time required and they were nice enough to help us out and allow us an additional week. Thank you Alex for all your help!

Like marketing analysis, sales strategy is also an important component of an event planning business . After identifying the market trends, the market demand, and the potential customers of the startup, the next step is to develop an ingenious strategy to attract those customers toward us. Anna carried out an extensive research about various marketing and advertising strategies before she moved to start a party planning business .

6.1 Competitive Analysis:

Event planning industry is one of the biggest industries of the United States contributing $115 Billion to the annual GDP of the United States. According to the US Bureau of Labor Statistics, there is over 100,000 party planner business plan  in the United States and their numbers are increasing exponentially. Likewise, there are hundreds of established event planners in the New York City that’s why we have a really tough competition ahead of us. Considering the immense competition in this field, one has to introduce something innovative before even thinking about how to start event planning business .

That’s why we have already made preparations for entering the competitive industry of event management. Our biggest competitive edge over other competitors will be our mobile app which can be used for a variety of purposes such as online booking, choosing a venue from different venues, selection of different menu plans or create a customized one for your event, selection of different activities for the event, making online payments, and much more.

We have strategically built this app to facilitate the ever-busy working class of the society. Our second competitive edge will be our unparalleled customer service which will be the best in town. We will treat every customer with utmost respect and make sure that they get more than what they had expected from us.

6.2 Sales Strategy

After carrying out a detailed analysis, our experts came up with the following brilliant ideas to advertise and sell ourselves.

• We will carry out a large-scale social media campaign for our advertisement.
• We will introduce a smartphone app which you can use for online booking, selection of food delivery by business plans and venues, making payments and much more.
• We will offer a 25% discounts on our services for the first three months of our launch.

6.3 Sales Forecast

Considering our innovative app, the quality of our services, and our unparalleled customer service, our sales pattern is expected to increase with years. By analyzing our market segmentation strategy, our experts have forecasted the following sales on a yearly basis which are summarized in the column charts.

The detailed information about sales forecast, total unit sales, total sales is given in the following table:

Personnel plan

Personnel plan, like all other plans, is an important component of an effective event planning business plan example . Its importance is due to the fact that success of any business plan event planner significantly depends upon its employees. It is never easy to estimate the number and type of staff needed for a company before it is even launched therefore it is always better to seek the help of HR experts to get through this phase. Anna acquired the services of experts to help her develop the following personnel plan for her company.

7.1 Company Staff

Anna will act as the General Manager of the company while Carl John will serve as the Chief Executive Officer of the company. The company will initially hire following people:

• 1 Accountants to maintain financial records
• 2 Sales Executives responsible for marketing and discovering new ventures
• 1 Venue coordinator to procure the venues
• 4 Decorators to decorate the venues
• 3 Caterers for preparing food for the event
• 2 Photographers to capture the beautiful moments of the memorable events of our customers
• 1 Inventory Manager to manage the merchandise needed for events
• 2 Drivers for moving the event managing team between different places
• 1 Front Desk Officer to act as a receptionist
• 1 Security Officer

To ensure the best quality service, all employees will be selected through vigorous testing and will be trained for a month before starting their jobs.

7.2 Average Salary of Employees

The following table shows the forecasted data about employees and their salaries for next three years.

Financial Plan

After deciding the strategy and personnel plan of the company, the next step is to develop a detailed map about the financial projections covering all aspects of the company. Just like the planning of other aspects, you must also prepare a financial plan before you start thinking about how to start your own event planning business . The financial plan should craft a detailed map about the cost of startup, inventory, payroll, equipment, rent, utilities and how these costs will be covered by the earned profits.

Before getting to think about starting an event planning company business plan , make sure to carry out a detailed profit and loss analysis. The Godi Events financial plan outlines the development of the company over the next three years and is specifically developed to achieve both the company’s short-term and long-term objectives.

8.1 Important Assumptions

The company’s financial projections are forecasted on the basis of following assumptions. These assumptions are quite conservative and are also expected to show deviation but to a limited level such that the company’s major financial strategy will not be affected.

8.2 Brake-even Analysis

The following graph shows the company’s Brake-even Analysis.

The following table shows the company’s Brake-even Analysis.

8.3 Projected Profit and Loss

The following charts show the company’s expected Profit and Loss situation on the monthly and yearly basis.

8.3.1 Profit Monthly

The following graph shows the monthly profit, as forecasted by the company’s financial experts.

8.3.2 Profit Yearly

The following graph shows the yearly profit, as forecasted by the company’s financial experts.

8.3.3 Gross Margin Monthly

The following graph shows the monthly gross margin, as forecasted by the company’s financial experts.

8.3.4 Gross Margin Yearly

The following graph shows the yearly gross margin, as forecasted by the company’s financial experts.

The following table shows detailed information about profit and loss, and total cost of sales.

8.4 Projected Cash Flow

The following column diagram shows the projected cash flow.

8.5 Projected Balance Sheet

The following table shows detailed data about pro forma cash flow, subtotal cash from operations, subtotal cash received, sub-total spent on operations, subtotal cash spent.

The following projected balance sheet shows data about total current assets, total long-term assets, total assets, subtotal current liabilities, total liabilities, total capital, total liabilities and capital.

8.6 Business Ratios

The following table shows data about event management business plan  ratios, ratio analysis, total assets, net worth.

Download Event Planning Business Plan Sample in pdf

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May 14, 2024

The complete platform for all your events

Posted on may 14, 2024, how to plan an event: event planning framework with free checklist.

Thinking of how to plan an event in 2024 comes with its set of challenges and opportunities, usually a task that many shy away from due to the many activities the individual would have to keep an eye on. With the right approach, you can navigate the intricacies of the event planning process, from setting tangible goals to determining if your event was worth the effort and planning for different scenarios. 

We have carefully curated 8 steps that will serve as your event planning guide, offering tips, strategies, and insights into each phase of the event planning process. Download our complimentary event planning checklist for more tips on how to plan the perfect event from start to finish.

Table of Contents

How Do I Plan The Perfect Event?

Planning a successful event might seem challenging, but with thorough preparation, you can come very close to achieving perfection. Experienced event planners understand that unexpected issues are likely to arise, and the key to handling these surprises lies in having backup plans for common problems. This proactive approach allows you to address issues swiftly, minimizing any discomfort for attendees and preventing significant losses for sponsors.

Effective planning ensures that everyone, from the organizers to the guests, enjoys a seamless experience. The more prepared you are, the smoother your event will run. To assist you, we have created a checklist to help ensure your event operates efficiently and successfully.

1. Defining the Event’s Purpose and Objectives

When thinking of how to plan an event, defining the event’s purpose and objectives is the first and most important step. Knowing why you are hosting the event and what you want to achieve will guide all your decisions, like choosing the venue and promoting the event. It helps your team work together, attracts the right attendees, and provides a way to measure your success. In this section, we will explain the steps to define your event’s purpose, set clear goals, and ensure everything aligns with your overall plan.

I. Planning & Goal Setting

• Understand Your Event’s Goals and Budget: Start by identifying what you aim to achieve when deciding how to plan an event. Whether it’s increasing brand awareness, generating revenue, or engaging a specific audience, having clear goals will guide every decision you make. Align these goals with your budget to ensure feasibility.
• Utilize the SMART Framework for Objective Setting:
• Specific : Define precise outcomes you wish to achieve.
• Measurable : Establish criteria for measuring success at your event.
• Achievable : Ensure that your goals are within the scope of your resources.
• Relevant : Your goals should align with your organization’s overall mission.
• Time-bound : Set deadlines to create urgency and drive action.
• Define Key Performance Indicators (KPIs) : Select metrics that will allow you to measure the success of your event effectively. Common KPIs that you can use include social media engagement, number of registrations, and email marketing response rates.

II. Crafting a Strategic Event Blueprint

• Event Vision and Planning Timeline: Visualize your event’s goals and sketch a timeline from planning to execution. This helps you maintain focus and ensures timely task completion.
• Venue and Audience Alignment: Choose a venue that fits your logistical needs and budget and appeals to your target audience. Consider factors like location, accessibility, and amenities.
• Sponsorship and Partnership Planning: Develop appealing sponsorship packages and identify potential partners who share your vision. This can provide additional resources and enhance event exposure.
• Crisis Management Preparedness: Outline a plan to address potential emergencies or unexpected challenges. This ensures you remain in control, even when unforeseen circumstances arise.

III. Setting Milestones and Feedback Loops

• Break Goals into Manageable Tasks: Use the BSQ framework—Think Big, Act Small, Move Quick—to break down your main objectives into smaller, actionable items. This makes the overall goal less daunting and easier to manage.
• Regular Check-Ins and Adjustments: Schedule regular meetings to review progress against your milestones. This is crucial for making necessary adjustments and keeping the event on track.
• Post-Event Analysis : The InEvent analytics feature allows you to gather feedback from attendees, sponsors, and staff. This information is invaluable for measuring success against your KPIs and planning future events.

Clearly defining your event’s purpose and objectives sets a solid foundation for all subsequent planning activities. This structured approach not only streamlines the event planning process but also significantly increases the likelihood of its success, ensuring that every element is aligned with your strategic goals.

2. Budget Planning

Budget planning involves figuring out how much money you have and how much you will spend on different parts of the event, like the venue, food, activities, and marketing. 

A good budget helps you avoid running out of money and ensures you can pay for everything you need. Some of the ways you can achieve this include: 

I. Establish Your Overall Budget

To effectively start your budget planning , start by determining the total amount of funds available for your event. This involves calculating expected revenue streams, such as ticket sales, sponsorships, and vendor contributions. Simultaneously, assess all potential expenses, prioritizing them to ensure that essential costs are covered first. This step is foundational in creating a realistic budget that aligns with your event goals.

II. Create a Detailed Budget Breakdown

• List and Prioritize Expenses: Make a comprehensive list of all expected expenses, categorized by priority and necessity. This should include venue rental, catering, entertainment, staff salaries, marketing, and technology costs for hybrid or virtual components.
• Allocate Funds Accordingly : Assign a portion of your budget to each category based on their priority and impact on the event experience. Remember to allocate a significant portion to high-impact areas as suggested by PCMA, such as food and beverage (55% of your budget).

III. Implement Strategic Cost-Saving Measures

• Multiple Date Options : Provide vendors with 2-3 date options. This flexibility can help you negotiate better rates and secure preferred venues and suppliers.
• Request for Proposals (RFP): Draft a detailed RFP that includes all event specifics. This document should request itemized vendor quotes, helping you compare and select the best offers. Here, using an RFP template may be a better option to give you a bird’s eye view of everything that you need.

IV. Plan for Unforeseen Expenses

Establish a contingency fund to cover unexpected costs, such as sudden price hikes in supplies or additional safety measures. It is typically advisable to set aside 10-15% of your total budget for contingencies.

V. Monitor and Adjust the Budget Regularly

• Track Spending: Regularly review expenditures against the budget to ensure you are on track. This helps in identifying areas where costs may be escalating unexpectedly, allowing for timely adjustments.
• Revenue Tracking: Keep a close eye on revenue streams like ticket sales and sponsorships. Adjust your spending plans based on actual incoming revenue to avoid overspending.

VI. Use Technology to Streamline Budget Management

Leverage event management software to keep track of all financial transactions and budget adjustments. These tools offer dashboards that provide real-time insights into your financial status, helping you make informed decisions quickly.

By following these structured steps in your event planning process, you ensure that every dollar spent is an investment towards the success of your event, optimizing both financial resources and event outcomes.

3. Venue Selection and Sourcing

The venue sets the tone for your event and can impact everything from attendance to the overall experience. When selecting a venue , consider factors like location, size, amenities, and cost. Make sure it matches the type of event you are hosting and meets the needs of your guests. This section will cover the steps to find and choose the perfect venue, including researching options, visiting sites, and negotiating contracts.

I. Start Early to Secure the Best Options

Begin your venue search about 8 months in advance as early as possible. This early start gives you a better selection of venues and more leverage in negotiations.

II. Utilize a Variety of Search Methods

Explore different platforms to widen your search:

• Use search engines and social media for the latest trends and popular venues.
• Try venue-sourcing platforms and convention and visitors bureaus for comprehensive listings.
• Send in direct inquiries to venues that have caught your attention in past events or recommendations.

III. Key Considerations for Venue Selection

When selecting a venue, consider the following to ensure it meets all your event needs:

• Location and Accessibility: Ensure the venue is accessible for all attendees, considering public transport links and parking facilities.
• Capacity and Layout: Check if the space conveniently accommodates your guest list and event setup.
• Amenities and Services : Verify the availability of essential services such as A/V equipment, internet access, and catering.
• Cost and Flexibility in Dates: Flexibility with your event date can significantly affect venue availability and pricing.

IV. Detailed Venue Evaluation

• Visit Potential Venues: Drop by the venues to assess factors like traffic flow, which can impact the attendee experience.
• Check for Necessary Licenses and Insurance: Ensure the venue has all required licenses and inquire about their insurance policies to understand what is covered.
• Review Venue Contracts Thoroughly: Look for force majeure clauses and check whether the venue requires you to use their vendors for services like catering or security.

VI. Negotiation and Finalization

• Negotiate Terms : Don’t hesitate to negotiate prices and terms. Venues often have flexibility, especially if your event date is flexible.
• Get Everything in Writing : From costs to cancellation policies, ensure all details are documented to avoid future misunderstandings.
• Use an RFP Template : Clearly communicate your requirements and expectations using a well-organized Request for Proposal (RFP) template .

VII. Logistics and Additional Arrangements

• Parking and Transportation: Tools like InEvent’s intuitive corporate travel management feature can help manage flight information, hotel arrangements, invites, attendees, and luggage tracking. Also, if the venue doesn’t have sufficient parking, arrange nearby options or discounts with local transport services like Uber or Lyft.
• Audiovisual and Decor Needs: Confirm if you need external suppliers for A/V equipment and decorations or if the venue provides them.

4. Engaging Attendees and Sponsors

For attendees, this means creating an exciting and interactive experience that keeps them interested and involved. For sponsors, it means providing valuable exposure and opportunities to connect with their target audience. 

Here, you’ll find various strategies to boost attendee engagement, such as interactive activities and personalized communication, along with effective methods to attract and satisfy sponsors by highlighting the benefits of supporting your events.

I. Influencer Marketing and Personalized Experiences

• Leverage Influencer Marketing: Collaborate with influencers who resonate with your target audience to amplify your event’s reach. These influencers can share personalized experiences and insights, making the event more relatable and engaging.
• Customize Attendee Experiences: Offer personalized event paths and content catering to your attendees’ interests. This can include tailored workshops, breakout sessions , and entertainment that align with their preferences and professional needs.

II. Effective Sponsor Engagement Strategies

• Research Potential Sponsors : Understand your sponsors’ business objectives and how your event can help them achieve them. This preliminary research will guide your approach and communication, ensuring a professional interaction.
• Keep Sponsors Informed: Regular updates about the event planning process can help maintain transparency and build trust with your sponsors.

III. How to Measure Engagement Levels of Sponsors and Attendees

• Track Engagement Metrics : Use tools to measure live participation, booth visits, and interaction with sponsored content. This data can help refine future strategies and demonstrate ROI to sponsors.
• Post-Event Feedback: Collect feedback through surveys and debrief meetings to gauge sponsor and attendee satisfaction and allow continuous improvement.

IV. Incorporating Technology for Enhanced Interaction

• Event Planning Software : Utilize an adaptable software like the InEvent event management platform to analyze attendee behavior trends and preferences. This insight allows for more targeted content and interactions during the event.
• Mobile Event Apps : Deploy apps to help attendees navigate the event smoothly, access session details, and interact with content and other participants.

V. Building an Engaging Content Track

• Diverse and Dynamic Content : Develop a content track that includes a variety of topics and delivery styles, ensuring it appeals to a broad audience. Incorporate elements of gamification and interactive media to keep the content engaging.
• Expert Speakers and Moderators : Select speakers and moderators who are knowledgeable and excellent at engaging with the audience. Their ability to connect and interact can significantly enhance the attendee experience.

VI. Networking and Interaction

• Facilitate Meaningful Connections: Arrange networking sessions that encourage interaction among attendees. Use creative setups like themed networking groups or matchmaking sessions to foster connections.
• Interactive Layout Design: Consider the event space layout to facilitate interaction. Utilize setups that encourage attendees to engage with each other and with speakers, such as circular seating arrangements or interactive booths.

VII. Beyond the Event

• Pre- and Post-Event Engagement: Engage with attendees before and after the event through social media, personalized emails, and community-building activities. This helps maintain excitement and prolong the event’s impact .
• Continued Learning and Interaction : Offer resources like session recordings or summaries post-event to keep the conversation going and reinforce the value provided.

By implementing these strategies, you ensure that both attendees and sponsors find your event valuable and engaging, enhancing their experience and increasing the likelihood of their continued participation in future events.

5. Event Marketing and Promotion

The importance of event marketing in getting people excited and ensuring a great turnout can be overstated. Effective marketing means using various channels like social media, email, and traditional advertising to reach your target audience. Promotion helps create buzz and encourages people to talk about your event. Let’s discuss creative ways to market your event, from engaging content to teaming up with influencers so your event gets noticed and attracts a big crowd.

I. Leveraging Social Media for Event Promotion

• Hashtag Campaigns: Initiate pre-event buzz using specific hashtags, much like the Adobe Summit, which successfully created anticipation and engagement through Twitter. This approach not only increases visibility but also encourages interaction.
• Behind-the-Scenes Content: Share exclusive content that gives a sneak peek into the event preparations. This strategy builds excitement and a sense of exclusivity among potential attendees.

II. Influencer Collaboration

• Partner with Influencers: Collaborate with influencers who align with your event’s theme and audience. For example, Fashion Nova’s strategy of partnering with influencers for product launches can be adapted to boost event attendance and credibility.
• Content Sharing: Encourage influencers to share personalized stories or experiences related to your event, enhancing trust and interest among their followers.

III. Integrating Virtual and Hybrid Event Elements

• Remote Participation: Embrace the norm of remote attendance, as seen with Apple’s WWDC , which successfully transitioned to a virtual format and attracted a significant online audience.
• Customized Attendee Experiences: To improve participant engagement and satisfaction, use data to tailor interactions and offerings for a customized attendee experience.

IV. Data-Driven Marketing Approaches

• Behavioral Insights: Use past attendee behavior data to refine your marketing strategies. A prime example is Google I/O’s approach of analyzing previous attendee interactions which can guide your promotional tactics, ensuring they are more targeted and effective.
• Real-Time Analytics: Implement tools to monitor the effectiveness of your marketing strategies during the event, allowing for immediate adjustments and improvements.

V. Execution and Monitoring

• Analytics Tools : Use advanced analytics tools to track the performance of your marketing strategies in real-time, ensuring you can quickly pivot or intensify successful tactics.

VI. Analysis and Optimization

• Regular Reviews : Post-event, hold review meetings to discuss what worked and what didn’t, incorporating feedback from attendees, teams, and stakeholders to enhance future events.
• Crowdsourced Feedback: Engage your audience in the evaluation process by soliciting their insights, which can provide valuable perspectives on improving event experiences.

VII. Best Practices in Event Marketing

• Advance Scheduling: Plan and schedule your marketing activities well in advance to align with key event milestones, ensuring maximum exposure and engagement.
• Branding Consistency: Maintain a cohesive theme throughout all promotional materials and communications to strengthen brand identity and message clarity.

VIII. Virtual Event Marketing Techniques

• Technology Utilization: Employ the appropriate technology, such as virtual Attendee Hubs, to facilitate engagement and interaction during online events.
• Revenue Tracking: Identify and analyze which marketing campaigns are most effective in generating revenue and attracting attendees, allowing for focused investment in the most productive tactics.

By integrating these strategies into your event marketing and promotion plan, you can significantly enhance the reach and impact of your event, ensuring it resonates well with both attendees and sponsors.

6. Designing the Event Experience

Designing the event experience is another very important step when thinking of how to plan the perfect event. It is all about creating an atmosphere that leaves a lasting impression on your attendees. This includes everything from the layout and decorations to the activities and overall flow of the event. It’s about ensuring every detail contributes to a memorable and enjoyable experience. Some unique ideas and practical tips for crafting an event that delights your guests and keeps them engaged from start to finish may include:

I. Personalizing the Event Experience: Personalization is key to resonating with your attendees and creating a truly memorable event. Begin by understanding your audience’s preferences and expectations. This can be achieved by analyzing their interactions with the event agenda, such as which sessions they start or favorite. To gauge engagement and adapt in real-time, incorporate live polls during sessions, ensuring content relevance and attendee satisfaction.

Ii. utilizing event technology: event technology has transformed the way experiences are delivered. the inevent virtual lobby allows for a seamless integration of various elements, ensuring a cohesive experience whether attendees are in person or participating virtually. whether your choice of events is themed or just the regular professional and simple type of event, the virtual lobby can be designed to look just as festive and as modern as you want it to., iii. creating a sensory experience: engage your attendees’ senses to make the event unforgettable. this can involve everything from strategically using lighting and color to influence mood to incorporating scents and interactive elements like virtual reality setups or tactile experiences. each sensory touchpoint should be carefully crafted to enhance the event’s overall atmosphere and emotional impact., iv. interactive installations and gamification: boost attendee participation by integrating gamified experiences and interactive installations. these could range from simple app-based games that encourage exploration of the event space to complex multi-sensory virtual reality simulations. such elements not only make the experience more engaging but also help in creating memorable moments., v. strategic design elements: pay attention to the design details that shape the event environment. this includes everything from the layout and furnishing to the patterns and lighting used throughout the venue. each element should contribute to a functional, accessible, visually appealing space that encourages interaction and fulfills the event’s purpose., vi. crafting moments of wonder: incorporate elements of surprise and delight, such as unexpected performances or unique interactive displays. these moments create peaks in the attendee experience, which are often the most memorable parts of an event. utilize the peak-end rule to ensure these moments are strategically placed to maximize impact and leave a lasting impression., vii. continuous engagement: think of the event experience as an ongoing journey beyond the actual event. engage with attendees before and after the event through personalized communications and provide resources like session recordings or summaries to extend the value of the event. this approach helps build a community around your event, encouraging ongoing interaction and setting the stage for future events., 7. logistics and operations management.

Event logistics and operations management are pivotal to the success of any event, ensuring that every aspect runs smoothly from start to finish. Here’s how you can master this crucial phase of event planning.

I. Streamlining Event Logistics

• Create an Event Planning Timeline : Share a detailed timeline with your team to keep everyone on the same page. This timeline should include all critical milestones and deadlines.
• Assign Team Members to Key Logistics Tasks : Clearly define roles and responsibilities for each team member, ensuring all logistics are covered from registration to post-event activities.
• Utilize Event Management Software : Implement software solutions for registration, ticketing, and attendee management. This technology can also handle lead tracking and provide virtual and hybrid event solutions.

II. Effective Team and Vendor Management

• Ensure Clear Communication : Maintain regular communication with both your team and vendors. Confirm all details in writing to avoid misunderstandings regarding contracts, pricing, and deliverables.
• Conduct Regular Check-Ins : Schedule frequent meetings to ensure that all tasks are progressing as planned and to make necessary adjustments.
• Assign a Troubleshooting Team Member : Designate a team member to handle any issues during the event, ensuring they are resolved quickly and efficiently.

III. Preparing for the Unexpected

• Develop Contingency Plans : Identify potential risks and devise strategies to address them. This could include backup vendors, alternative venues, or additional security measures.
• Train Staff on Emergency Procedures: Ensure all team members are familiar with emergency protocols and know how to act swiftly and effectively in various scenarios.
• Communicate Plans to All Involved: Make sure your contingency plans are known to all team members and vendors well in advance so everyone is prepared to act if needed.

IV. Enhancing Operational Efficiency

• Optimize Resource Allocation: Reach out to hotels and venues to secure the best deals and the rental of necessary equipment, saving both time and money. Remember to communicate the lodging details to your attendees to avoid the rush hour panic that usually occurs before the start of your event.
• Implement Customer Service Training: Provide training for your staff to enhance their communication and interpersonal skills, ensuring a high level of service throughout the event.

V. Coordination and Setup

• Coordinate Vendor Arrival and Setup (Bump In) : Arrange precise timings for vendors to set up their stations, ensuring everything is ready before the event starts.
• Schedule Run-Throughs : Conduct a full run-through with your team before the event goes live to address any last-minute adjustments.
• Manage Event Breakdown (Bump Out) : Plan and oversee the post-event breakdown, ensuring the venue is cleared efficiently and that all vendors have vacated the premises.

8. Measuring and Analyzing

This involves collecting data on attendance, engagement, and feedback from both attendees and sponsors. Analyzing this information can help you identify strengths and areas for growth, ensuring your next event is even better. Some ways you can achieve this may include:

I. Utilizing Advanced Analytics for Event ROI

The InEvent Event Management Platform offers advanced analytics capabilities that empower you to calculate and analyze your event’s return on investment (ROI). This tool allows you to effectively share detailed reports with stakeholders and sponsors, ensuring they are well informed about the event’s success and areas for improvement.

II. Attendance and Engagement Metrics

• Check-In vs. Registration Analysis : Compare the number of event check-ins to total registrations to identify discrepancies and potential registration or entry process issues.
• Session Engagement: Measure speaker performance and overall session engagement by analyzing views, ratings, and audience interaction. This helps in understanding which topics or speakers resonated most with attendees.
• Community Interaction: Monitor the number of active community members and messages exchanged among attendees. This metric is crucial for evaluating the effectiveness of networking opportunities provided at the event.

III. Feedback Collection and Analysis

• Event Surveys: Implement surveys before, during, and after the event to gather attendee feedback. This immediate and direct input is invaluable for assessing satisfaction and identifying areas for improvement.
• Continuous Feedback Loop: Encourage attendees to provide feedback by making the process quick, simple, and accessible. Use this ongoing feedback to make real-time adjustments to the event.

IV. Sales and Marketing Impact

• Lead Generation Metrics : Track the number of qualified leads and open sales opportunities generated from the event. This data is critical for evaluating the event’s effectiveness in driving business goals.
• Account-Based Marketing Analysis: Analyze how the event influences target accounts to quantify the impact of your account-based event marketing strategy.

V. Long-Term Strategic Insights

• Event Growth Tracking: Examine registration and attendance numbers from one event to the next to inform long-term event strategy and growth.
• Repeat Attendee Rate: Monitor the number of repeat attendees as an indicator of the event’s ability to maintain and grow its audience base.

VI. Comprehensive Post-Event Reporting

• Event Notebook: Prepare a detailed event notebook that includes a complete report from every committee, encapsulating all essential information such as budgets, contracts, and a list of areas for improvement.
• Team and Vendor Performance: Evaluate the performance of your team and vendors to ensure all parties met expected standards and contributed positively to the event.
• Goal Achievement Review: Review your initial event goals and objectives and evaluate whether they were achieved using both qualitative and quantitative data.

VII. Documenting and Learning from Each Event

• Post-Event Debrief: Conduct a thorough post-event debrief with your team and attendees. Use surveys and direct feedback to gather comprehensive insights into what worked well and what could be improved.
• Archiving for Future Reference: Ensure all evaluations and data analyses are well-documented and stored for future reference. This historical data becomes a valuable resource for planning future events and benchmarking success.

By diligently measuring and analyzing these aspects, you ensure that each event not only meets but exceeds expectations, providing actionable insights for continuous improvement and strategic planning in event management.

Congratulations. You’ve successfully gone through our carefully curated checklist on how to plan your perfect event. This framework will help you map out your process, craft impactful experiences, and ultimately achieve the event success you’ve always want.

If you are ready to implement these strategies and need a more compact checklist, download our complimentary Event Planning Checklist/Guide for conferences and virtual events. This comprehensive resource provides you with a step-by-step roadmap, along with valuable tips and reminders, to ensure that every aspect of your event is meticulously planned.

By downloading your checklist today, you’ll gain the confidence to plan the most exceptional events that leave a lasting impression on your audience.

About the Author / Adedoyin

You might also like, what is an event management software types, benefits, and features., event participant’s onboarding checklist.

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43 episodes

Welcome to your go-to resource for stress-free event planning! Join us as we dive into the dynamic world of events, featuring insightful discussions, expert interviews, and actionable tips to help you plan and execute unforgettable experiences.

Plan-tastic Events Podcast The Eventeny Team

• MAY 10, 2024

Vendor Booths - The Good and Bad

In this episode, hosts Will and Jen explore the dynamic realm of event vendor booths! They uncover a variety of setups, highlighting what works best and offering practical tips for improvement. Tune in for valuable insights that will help event vendors elevate their booth game!

• APR 19, 2024

Growing your Business as an Event Organizer with Yinka Freeman

Yinka, an entrepreneur in the event planning industry, understands the journey of starting from the bottom and working your way up. In this conversation, we'll explore how she founded Triple Pocket Events and the strategies she used to grow her business. Like many event planners, Yinka began with modest beginnings and implemented practical strategies that propelled her to own one of North America's most successful event planning companies. Her portfolio includes hosting diverse large-scale events, such as San Diego Pride.

• APR 12, 2024

Finding Your Micro-Business Niche with Mike and CC from GVG Events

Join us as we dive into the strategy that has allowed GVG events to skyrocket to success! 

Exhibitor Event Tips & Tricks with Whitney Coburn from Juniper Market

On this episode of the Plan-tastic events podcast we discuss the nuances of planning and managing artists, vendors, and exhibitors as an event planner. As the mastermind behind Juniper Market, Whitney has knows what it's like to manage hundreds of vendors for her weekly events. See Juniper Market on Eventeny: https://www.eventeny.com/company/?c=5... Follow us on Social:  / eventenyteam   Follow Juniper Market:  / juniper_market  

• MAR 25, 2024

Plan-tastic Events is Back!

Welcome back to the Plan-Tastic Events Podcast, where we bring you the latest in event planning insights, strategies, and industry expertise! After a hiatus, we're thrilled to announce the revival of our podcast with new hosts from the Eventeny Team: Will, Cat, and Jen. In this special 10-minute introduction episode, get acquainted with Will, Cat, and Jen as they share their backgrounds in event management and their excitement for relaunching the Plan-Tastic Events Podcast. Discover what motivated them to bring back this podcast and get a sneak peek into the exciting content lined up for future episodes. Join us as we delve into the world of event planning, featuring interviews with industry experts, discussions on emerging trends, and actionable tips to make your events truly unforgettable. Whether you're a seasoned event professional or just starting your journey in event management, our podcast aims to provide you with valuable insights and inspiration to elevate your events to new heights. Don't miss out on the fun, knowledge, and creativity that the Plan-Tastic Events Podcast has in store for you. Subscribe now and stay tuned for upcoming episodes filled with practical advice, insider knowledge, and the passion for creating truly plan-tastic events!

• SEP 3, 2018

Crabapple Fest-City of Milton

In this episode of Plantastic Events, you’ll get a chance to learn more about Crabapple Fest hosted by the City of Milton. Our guest speaker is Courtney Spriggs, the Milton Community Outreach and Engagement Manager. She creates community engagement and builds relationship through many community events. The City of Milton hosts many events and festivals throughout the year but one of their most famous festivals is the Crabapple Fest. The festival is the first Saturday in October in Milton and includes over 100 local antique and art vendors, kids' activities, local musicians, fantastic food, and more. You can spend the day shopping for one-of-a-kind items and enjoying all Milton has to offer! Hot topics for episode 38: History of City of Milton and Crabapple Fest Community involvement for Crabapple Fest Creative themes for different events Different types of activities during the festival including kids’ activities Produced by Stooge App (www.stoogeapp.com). Topics include: Crapapple Fest, City of Milton, Georgia, Festivals, events, foodie, marketing, awards, resources, social media, promotion, event managers, event planners. All for event professionals.

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Do you love to see when a plan comes together? Are you an expert at throwing killer parties? You may want to consider becoming an event planner. And while you have it all together when it comes to coordinating a delicious seafood spread and booking the hottest alternative rock entertainment, you may need a bit of guidance when putting together a business plan.

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