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How to Write an Event Planning Business Plan + Free Template

2. Write an Executive Summary

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

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

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

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

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

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

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

3. Provide a Company Overview

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

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

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

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

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

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

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

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

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

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

4. Conduct an Industry and Market Analysis

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

Try to include certain key elements in this section:

Market size and growth potential

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

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

Target market segment

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

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

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

Competitive analysis

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

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

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

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

5. Describe your Product and Service Offerings

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

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

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

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

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

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

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

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

6. Outline a Sales and Marketing Plan

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

Social media marketing

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

User-friendly website

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

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

Pricing strategy

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

Collaborations

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

Offline advertising

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

7. Introduce Your Team

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

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

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

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

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

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

8. Outline Business Operations

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

Staffing & training

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

Operational process

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

Equipment and machinery

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

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

9. Prepare a Financial Plan

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

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

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

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

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

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

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

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

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

Download Free Event Planning Business Plan Template

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

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

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

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

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

Prepare Your Business Plan with Upmetrics AI

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

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

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

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

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

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

How often should I update my Event Planning Business Plan?

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

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

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

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

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

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

About the Author

Vinay Kevadiya

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

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Everything You Need to Write an Effective Event Planning Business Plan

Nick Morpus

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

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

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

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

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

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

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

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

Here are a few good examples of mission statements:

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

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

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

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

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

Your structure description should include:

Your role within the company

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

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

Your prospective vendors and suppliers

Your prospective clients

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

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

Your products and services overview should address these questions:

What types of events will you plan?

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

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

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

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

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

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

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

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

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

Marketing strategies:

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

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

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

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

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

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

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

Vertex42 Excel Budget Business Template

Intuit Quickbooks Startup Business Budget Template

Microsoft Office Business Expense Budget

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

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

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

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

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

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

4 Event Mobile Apps to Increase Attendee Engagement

The Top 10 Books Every Event Manager Should Read

5 Online Event Planning Classes to Jumpstart Your Career

Top 5 Free Tools to Live Stream Your Event Online

Was this article helpful?

About the author.

Nick Morpus is a former Capterra analyst.

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How to write a business plan for an event planning company?

Writing a business plan for an event planning company can be an intimidating task, especially for those just starting.

This in-depth guide is designed to help entrepreneurs like you understand how to create a comprehensive business plan so that you can approach the exercise with method and confidence.

We'll cover: why writing an event planning company business plan is so important - both when starting up, and when running and growing the business - what information you need to include in your plan, how it should be structured, and what tools you can use to get the job done efficiently.

Let's get started!

In this guide:

Why write a business plan for an event planning company?

• What information is needed to create a business plan for an event planning company?
• What goes in the financial forecast for an event planning company?
• What goes in the written part of an event planning company business plan?
• What tool can I use to write my event planning company business plan?

Being clear on the scope and goals of the document will make it easier to understand its structure and content. So before diving into the actual content of the plan, let's have a quick look at the main reasons why you would want to write an event planning company business plan in the first place.

To have a clear roadmap to grow the business

Running a small business is tough! Economic cycles bring growth and recessions, while the business landscape is ever-changing with new technologies, regulations, competitors, and consumer behaviours emerging constantly.

In such a dynamic context, operating a business without a clear roadmap is akin to driving blindfolded: it's risky, to say the least. That's why crafting a business plan for your event planning company is vital to establish a successful and sustainable venture.

To create an effective business plan, you'll need to assess your current position (if you're already in business) and define where you want the business to be in the next three to five years.

Once you have a clear destination for your event planning company, you'll have to:

• Identify the necessary resources (human, equipment, and capital) needed to reach your goals,
• Determine the pace at which the business needs to progress to meet its objectives as scheduled,
• Recognize and address the potential risks you may encounter along the way.

Engaging in this process regularly proves advantageous for both startups and established companies. It empowers you to make informed decisions about resource allocation, ensuring the long-term success of your business.

To maintain visibility on future cash flows

Businesses can go for years without making a profit, but they go bust as soon as they run out of cash. That's why "cash is king", and maintaining visibility on your event planning company's future cash flows is critical.

How do I do that? That's simple: you need an up-to-date financial forecast.

The good news is that your event planning company business plan already contains a financial forecast (more on that later in this guide), so all you have to do is to keep it up-to-date.

To do this, you need to regularly compare the actual financial performance of your business to what was planned in your financial forecast, and adjust the forecast based on the current trajectory of your business.

Monitoring your event planning company's financial health will enable you to identify potential financial problems (such as an unexpected cash shortfall) early and to put in place corrective measures. It will also allow you to detect and capitalize on potential growth opportunities (higher demand from a given segment of customers for example).

To secure financing

Whether you are a startup or an existing business, writing a detailed event planning company business plan is essential when seeking financing from banks or investors.

This makes sense given what we've just seen: financiers want to ensure you have a clear roadmap and visibility on your future cash flows.

Banks will use the information included in the plan to assess your borrowing capacity (how much debt your business can support) and your ability to repay the loan before deciding whether they will extend credit to your business and on what terms.

Similarly, investors will review your plan carefully to assess if their investment can generate an attractive return on investment.

To do so, they will be looking for evidence that your event planning company has the potential for healthy growth, profitability, and cash flow generation over time.

Now that you understand why it is important to create a business plan for an event planning company, let's take a look at what information is needed to create one.

Information needed to create a business plan for an event planning company

Drafting an event planning company business plan requires research so that you can project sales, investments and cost accurately in your financial forecast, and convince the reader that there is a viable commercial opportunity to be seized.

Below, we'll focus on three critical pieces of information you should gather before starting to write your plan.

Carrying out market research for an event planning company

Carrying out market research before writing a business plan for an event planning company is essential to ensure that the financial projections are accurate and realistic.

Market research helps you gain insight into your target customer base, competitors, pricing strategies and other key factors which can have an impact on the commercial success of your business.

In particular, it is useful in forecasting revenue as it provides valuable data regarding potential customers’ spending habits and preferences.

You may discover that customers are increasingly interested in eco-friendly event planning. This could include using recyclable materials, working with local vendors, and hosting events outdoors. Additionally, you might find that customers are more interested in interactive events. This could range from activities that encourage collaboration and networking to immersive experiences that create lasting memories.

This information can then be used to create more accurate financial projections which will help investors make informed decisions about investing in your event planning company.

Developing the marketing plan for an event planning company

Before delving into your event planning company business plan, it's imperative to budget for sales and marketing expenses.

To achieve this, a comprehensive sales and marketing plan is essential. This plan should provide an accurate projection of the necessary actions to acquire and retain customers.

Additionally, it will outline the required workforce to carry out these initiatives and the corresponding budget for promotions, advertising, and other marketing endeavours.

By budgeting accordingly, you can ensure that the right resources are allocated to these vital activities, aligning them with the sales and growth objectives outlined in your business plan.

The staffing and equipment needs of an event planning company

As you embark on starting or expanding your event planning company, having a clear plan for recruitment and capital expenditures (investment in equipment and real estate) is essential for ensuring your business's success.

Both the recruitment and investment plans must align with the timing and level of growth projected in your forecast, and they require appropriate funding.

A event planning company might incur staffing costs for event coordinators, catering personnel, and security personnel. They may also need to rent equipment such as tents, tables, chairs, and other supplies for the event. Additionally, they may need to rent or purchase audio/visual equipment such as microphones, speakers, and projectors.

To create a realistic financial forecast, you also need to consider other operating expenses associated with the day-to-day running of your business, such as insurance and bookkeeping.

With all the necessary information at hand, you are ready to begin crafting your business plan and developing your financial forecast.

What goes into your event planning company's financial forecast?

The financial forecast of your event planning company's business plan will enable you to assess the growth, profitability, funding requirements, and cash generation potential of your business in the coming years.

The four key outputs of a financial forecast for a event planning company are:

• The profit and loss (P&L) statement ,
• The projected balance sheet ,
• The cash flow forecast ,
• And the sources and uses table .

Let's look at each of these in a bit more detail.

The projected P&L statement

Your event planning company forecasted P&L statement enables the reader of your business plan to get an idea of how much revenue and profits your business is expected to make in the near future.

Ideally, your reader will want to see:

• Growth above the inflation level
• Expanding profit margins
• Positive net profit throughout the plan

Expectations for an established event planning company will of course be different than for a startup. Existing businesses which have reached their cruising altitude might have slower growth and higher margins than ventures just being started.

The projected balance sheet of your event planning company

The balance sheet for an event planning company is a financial document that provides a snapshot of your business’s financial health at a given point in time.

It shows three main components: assets, liabilities and equity:

• Assets: are resources owned by the business, such as cash, equipment, and accounts receivable (money owed by clients).
• Liabilities: are debts owed to creditors and other entities, such as accounts payable (money owed to suppliers) and loans.
• Equity: includes the sums invested by the shareholders or business owners and the cumulative profits and losses of the business to date (called retained earnings). It is a proxy for the value of the owner's stake in the business.

Examining the balance sheet is important for lenders, investors, or other stakeholders who are interested in assessing your event planning company's liquidity and solvency:

• Liquidity: assesses whether or not your business has sufficient cash and short-term assets to honour its liabilities due over the next 12 months. It is a short-term focus.
• Solvency: assesses whether or not your business has the capacity to repay its debt over the medium-term.

Looking at the balance sheet can also provide insights into your event planning company's investment and financing policies.

In particular, stakeholders can compare the value of equity to the value of the outstanding financial debt to assess how the business is funded and what level of financial risk has been taken by the owners (financial debt is riskier because it has to be repaid, while equity doesn't need to be repaid).

The projected cash flow statement

A cash flow forecast for an event planning company shows how much cash the business is projected to generate or consume.

The cash flow statement is divided into 3 main areas:

• The operating cash flow shows how much cash is generated or consumed by the operations (running the business)
• The investing cash flow shows how much cash is being invested in capital expenditure (equipment, real estate, etc.)
• The financing cash flow shows how much cash is raised or distributed to investors and lenders

Looking at the cash flow forecast helps you to ensure that your business has enough cash to keep running, and can help you anticipate potential cash shortfalls.

It is also a best practice to include a monthly cash flow statement in the appendices of your event planning company business plan so that the readers can view the impact of seasonality on your business cash position and generation.

The initial financing plan

The sources and uses table or initial financing plan is a key component of your business plan when starting an event planning company.

It shows where the capital needed to set up the business will come from (sources) and how it will be spent (uses).

This table helps size the investment required to set up the event planning company, and understand how risks will be distributed between the business owners, and the financiers.

The sources and uses table also highlights what the starting cash position will be. This is key for startups as the business needs to have sufficient funding to sustain operations until the break-even point is reached.

Now that you have a clear understanding of what will go into the financial forecast of your event planning company business plan, let's have a look at the written part of the plan.

The written part of an event planning company business plan

The written part of an event planning company business plan plays a key role: it lays out the plan of action you intend to execute to seize the commercial opportunity you've identified on the market and provides the context needed for the reader to decide if they believe your plan to be achievable and your financial forecast to be realistic.

The written part of an event planning company business plan is composed of 7 main sections:

• The executive summary
• The presentation of the company
• The products and services
• The market analysis
• The strategy
• The operations
• The financial plan

Let's go through the content of each section in more detail!

1. The executive summary

The executive summary, the first section of your event planning company's business plan, serves as an inviting snapshot of your entire plan, leaving readers eager to know more about your business.

To compose an effective executive summary, start with a concise introduction of your business, covering its name, concept, location, history, and unique aspects. Share insights about the services or products you intend to offer and your target customer base.

Subsequently, provide an overview of your event planning company's addressable market, highlighting current trends and potential growth opportunities.

Then, present a summary of critical financial figures, such as projected revenues, profits, and cash flows.

You should then include a summary of your key financial figures such as projected revenues, profits, and cash flows.

Lastly, address any funding needs in the "ask" section of your executive summary.

2. The presentation of the company

The second section in your event planning company's business plan should focus on the structure and ownership, location, and management team of the company.

The structure and ownership part provides an overview of the legal structure of the business, who the owners are and how much each has invested and owns. If you are seeking financing it is important that the reader gets a clear picture of which legal entity is receiving the funds, and who controls the business.

The location part should give an overview of the premises from which the company is operating, and why that location is of particular interest (catchment area, accessibility, amenities nearby, etc.).

When describing the location of your event planning company, you could emphasize its potential for success due to its access to a large population base. It may be situated in a metropolitan area with many businesses and a large, diverse population, offering ample opportunities to reach potential customers. You could also highlight its access to public transportation, as well as its proximity to other major cultural and commercial hubs that could attract further business. It may also be close to major highways and airports, providing easy access to the rest of the region. All of these features may make the location of your event planning company ideal for success.

Finally, you should introduce the management team. Explain each member's role, background, and experience.

It is also important to emphasize any past successes that the members of the management team have achieved, and how long they've been working together, as this will help potential lenders or investors understand why they should trust in their leadership.

3. The products and services section

The products and services section of your business plan should include a detailed description of what your company offers, who are the target customers, and what distribution channels are part of your go-to-market. 

For example, your event planning company could offer event design, venue selection, and catering services to its customers. Event design could include creating a theme, color palette, and layout for the event that will give the experience a cohesive look. Venue selection could involve finding the optimal space for the customer's needs, such as a large ballroom or an outdoor garden. Catering services could be offered to provide a delicious meal to guests, such as an array of appetizers or a buffet-style dinner. These services could help to create an enjoyable and memorable experience for customers.

4. The market analysis

When presenting your market analysis in your event planning company business plan, you should detail the customers' demographics and segmentation, target market, competition, barriers to entry, and any regulations that may apply.

The goal of this section is to help the reader understand how big and attractive your market is, and demonstrate that you have a solid understanding of the industry.

You should start with the demographics and segmentation subsection, which gives an overview of the addressable market for your event planning company, the main trends in the marketplace, and introduces the different customer segments and their preferences in terms of purchasing habits and budgets.

The target market section should follow and zoom on the customer segments your event planning company is targeting, and explain how your products and services meet the specific needs of these customers.

For example, your target market might include wedding planners. Wedding planners are often looking for creative and unique ideas for their events, making them an ideal customer segment for an event planning company. They also often require assistance with coordinating and executing the events, meaning your services would be of immense value to them. Finally, wedding planners typically have a larger budget for their event planning needs than individuals planning one-off events, making them an attractive customer segment for your business.

Then comes the competition subsection, where you should introduce your main competitors and explain what differentiates you from them.

Finally, you should finish your market analysis by giving an overview of the main regulations applicable to your event planning company.

5. The strategy section

When you write the strategy section of your event planning company business plan, remember to cover key elements such as your competitive edge, pricing strategy, sales & marketing plan, milestones, and risks and mitigants.

In the competitive edge subsection, elaborate on what makes your company stand out from competitors. This becomes especially important if you're a startup, aiming to carve a place for yourself amidst established players in the marketplace.

The pricing strategy subsection should demonstrate how you plan to maintain profitability while offering competitive prices to attract customers.

Outline your sales & marketing plan, detailing how you'll reach out to new customers and retain existing ones through loyalty programs or special offers.

For the milestones subsection, outline your company's achievements to date and your main objectives for the future, complete with specific dates to set clear expectations for progress.

Lastly, the risks and mitigants subsection should address the main risks that could affect your plan's execution. Explain the measures you've put in place to minimize these risks, assuring potential investors or lenders.

Your event planning company faces a variety of risks that could have a negative impact on your business. For example, your clients may not be satisfied with the results of your services and may choose not to use your services in the future. Additionally, your company could face financial risks if you are not able to adequately manage the costs associated with running the business. If you are unable to accurately budget for event costs, you may end up spending more than planned, leading to financial losses.

6. The operations section

The operations of your event planning company must be presented in detail in your business plan.

Begin by addressing your staff, specifying the main roles and your recruitment plan to support the anticipated growth. Outline the qualifications and experience needed for each role and discuss your recruitment strategies, which may involve using job boards, referrals, or headhunters.

Next, clearly state your event planning company's operating hours, allowing the reader to gauge the adequacy of your staffing levels. Additionally, mention any considerations for varying opening times during peak seasons and your approach to handling customer queries outside regular operating hours.

The key assets and intellectual property (IP) required to run your business should also be highlighted. If you rely on licenses, trademarks, physical structures like equipment or property, or lease agreements, ensure they are well-documented in this section.

You may have key assets such as event planning software and a trusted network of vendors. These could help you to manage the planning process more efficiently and ensure that you have access to the best possible resources. Additionally, you might have intellectual property such as event planning templates and other processes that you have developed over time to ensure that each event runs smoothly. These assets and IP could be very valuable to the success of your event planning company.

Finally, provide a comprehensive list of suppliers you intend to collaborate with, along with a breakdown of their services and main commercial terms, such as price, payment terms, break clauses and contract duration. Investors often seek insight into the reasons behind your supplier choices, which may include a preference for higher-quality products or established relationships from past ventures.

7. The presentation of the financial plan

The financial plan section is where we will include the financial forecast we talked about earlier in this guide.

Now that you have a clear idea of the content of an event planning company business plan, let's look at some of the tools you can use to create yours.

What tool should I use to write my event planning company's business plan?

There are two main ways of creating your event planning company business plan:

• Using specialized business planning software,
• Hiring a business plan writer.

Using an online business plan software for your event planning company's business plan

Using online business planning software is the most efficient and modern way to create an event planning company business plan.

There are several advantages to using specialized software:

• You can easily create your financial forecast by letting the software take care of the financial calculations for you without errors
• You are guided through the writing process by detailed instructions and examples for each part of the plan
• You can access a library of dozens of complete business plan samples and templates for inspiration
• You get a professional business plan, formatted and ready to be sent to your bank or investors
• You can easily track your actual financial performance against your financial forecast
• You can create scenarios to stress test your forecast's main assumptions
• You can easily update your forecast as time goes by to maintain visibility on future cash flows
• You have a friendly support team on standby to assist you when you are stuck

If you're interested in using this type of solution, you can try The Business Plan Shop for free by signing up here .

Hiring a business plan writer to write your event planning company's business plan

Outsourcing your event planning company business plan to a business plan writer can also be a viable option.

Business plan writers are skilled in creating error-free business plans and accurate financial forecasts. Moreover, hiring a consultant can save you valuable time, allowing you to focus on day-to-day business operations.

However, it's essential to be aware that hiring business plan writers will be expensive, as you're not only paying for their time but also the software they use and their profit margin.

Based on experience, you should budget at least £1.5k ($2.0k) excluding tax for a comprehensive business plan, and more if you require changes after initial discussions with lenders or investors.

Also, exercise caution when seeking investment. Investors prefer their funds to be directed towards business growth rather than spent on consulting fees. Therefore, the amount you spend on business plan writing services and other consulting services should be insignificant compared to the amount raised.

Keep in mind that one drawback is that you usually don't own the business plan itself; you only receive the output, while the actual document is saved in the consultant's business planning software. This can make it challenging to update the document without retaining the consultant's services.

For these reasons, carefully consider outsourcing your event planning company business plan to a business plan writer, weighing the advantages and disadvantages of seeking outside assistance.

Why not create your event planning company's business plan using Word or Excel?

I must advise against using Microsoft Excel and Word (or their Google, Apple, or open-source equivalents) to write your event planning company business plan. Let me explain why.

Firstly, creating an accurate and error-free financial forecast on Excel (or any spreadsheet) is highly technical and requires a strong grasp of accounting principles and financial modelling skills. It is, therefore, unlikely that anyone will fully trust your numbers unless you have both a degree in finance and accounting and significant financial modelling experience, like us at The Business Plan Shop.

Secondly, relying on spreadsheets is inefficient. While it may have been the only option in the past, technology has advanced significantly, and software can now perform these tasks much faster and with greater accuracy. With the rise of AI, software can even help us detect mistakes in forecasts and analyze the numbers for better decision-making.

And with the rise of AI, software is also becoming smarter at helping us detect mistakes in our forecasts and helping us analyse the numbers to make better decisions.

Moreover, software makes it easier to compare actuals versus forecasts and maintain up-to-date forecasts to keep visibility on future cash flows, as we discussed earlier in this guide. This task is cumbersome when using spreadsheets.

Now, let's talk about the written part of your event planning company business plan. While it may be less error-prone, using software can bring tremendous gains in productivity. Word processors, for example, lack instructions and examples for each part of your business plan. They also won't automatically update your numbers when changes occur in your forecast, and they don't handle formatting for you.

Overall, while Word or Excel may seem viable for some entrepreneurs to create a business plan, it's by far becoming an antiquated way of doing things.

• Using business plan software is a modern and cost-effective way of writing and maintaining business plans.
• A business plan is not a one-shot exercise as maintaining it current is the only way to keep visibility on your future cash flows.
• A business plan has 2 main parts: a financial forecast outlining the funding requirements of your event planning company and the expected growth, profits and cash flows for the next 3 to 5 years; and a written part which gives the reader the information needed to decide if they believe the forecast is achievable.

We hope that this in-depth guide met your expectations and that you now have a clear understanding of how to write your event planning company business plan. Do not hesitate to contact our friendly team if you have questions additional questions we haven't addressed here.

Also on The Business Plan Shop

• How to write a business plan to secure a bank loan?
• Key steps to write a business plan?
• Top mistakes to avoid in your business plan

Do you know entrepreneurs interested in starting or growing an event planning company? Share this article with them!

Founder & CEO at The Business Plan Shop Ltd

Guillaume Le Brouster is a seasoned entrepreneur and financier.

Guillaume has been an entrepreneur for more than a decade and has first-hand experience of starting, running, and growing a successful business.

Prior to being a business owner, Guillaume worked in investment banking and private equity, where he spent most of his time creating complex financial forecasts, writing business plans, and analysing financial statements to make financing and investment decisions.

Guillaume holds a Master's Degree in Finance from ESCP Business School and a Bachelor of Science in Business & Management from Paris Dauphine University.

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How to Write an Event Planning Business Plan

• Event Planning
• Retail Small Business
• Restauranting
• Real Estate
• Nonprofit Organizations
• Import/Export Business
• Freelancing & Consulting
• Food & Beverage
• Construction
• Operations & Success
• Becoming an Owner

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.

Event Planning Business Plan Template & Guidebook

Starting an event planning business can be an incredibly rewarding and profitable venture, but without the right plans in place you could stumble when it comes to achieving success. Enter the #1 Event Planning Business Plan Template & Guidebook - an invaluable tool to make sure your business is organized and ready for growth. This article discusses why this business plan template and guidebook can help you create a solid foundation for your event planning business.

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• How to Start a Profitable Event Planning Business [11 Steps]
• 10+ Best & Profitable Event Planning Business Ideas [2023]
• 25 Catchy Event Planning Business Names:

How to Write a Event Planning Business Plan in 7 Steps:

1. describe the purpose of your event planning business..

The first step to writing your business plan is to describe the purpose of your event planning business. This includes describing why you are starting this type of business, and what problems it will solve for customers. This is a quick way to get your mind thinking about the customers’ problems. It also helps you identify what makes your business different from others in its industry.

It also helps to include a vision statement so that readers can understand what type of company you want to build.

Here is an example of a purpose mission statement for a event planning business:

Our mission at [Name of Event Planning Business] is to bring joy and success to our clients by providing exceptional event planning services that exceed their expectations. We strive to create memorable experiences through innovation, creativity, and meticulous attention to detail. We are committed to providing the highest quality service, with the utmost respect for our clients' budgets, timeline, and vision.

2. Products & Services Offered by Your Event Planning Business.

The next step is to outline your products and services for your event planning business. 

When you think about the products and services that you offer, it's helpful to ask yourself the following questions:

• What is my business?
• What are the products and/or services that I offer?
• Why am I offering these particular products and/or services?
• How do I differentiate myself from competitors with similar offerings?
• How will I market my products and services?

You may want to do a comparison of your business plan against those of other competitors in the area, or even with online reviews. This way, you can find out what people like about them and what they don’t like, so that you can either improve upon their offerings or avoid doing so altogether.

3. Build a Creative Marketing Stratgey.

If you don't have a marketing plan for your event planning business, it's time to write one. Your marketing plan should be part of your business plan and be a roadmap to your goals. 

A good marketing plan for your event planning business includes the following elements:

Target market

• Who is your target market?
• What do these customers have in common?
• How many of them are there?
• How can you best reach them with your message or product?

Customer base 

• Who are your current customers? 
• Where did they come from (i.e., referrals)?
• How can their experience with your event planning business help make them repeat customers, consumers, visitors, subscribers, or advocates for other people in their network or industry who might also benefit from using this service, product, or brand?

Product or service description

• How does it work, what features does it have, and what are its benefits?
• Can anyone use this product or service regardless of age or gender?
• Can anyone visually see themselves using this product or service?
• How will they feel when they do so? If so, how long will the feeling last after purchasing (or trying) the product/service for the first time?

Competitive analysis

• Which companies are competing with yours today (and why)? 
• Which ones may enter into competition with yours tomorrow if they find out about it now through word-of-mouth advertising; social media networks; friends' recommendations; etc.)
• What specific advantages does each competitor offer over yours currently?

Marketing channels

• Which marketing channel do you intend to leverage to attract new customers?
• What is your estimated marketing budget needed?
• What is the projected cost to acquire a new customer?
• How many of your customers do you instead will return?

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4. Write Your Operational Plan.

Next, you'll need to build your operational plan. This section describes the type of business you'll be running, and includes the steps involved in your operations. 

In it, you should list:

• The equipment and facilities needed
• Who will be involved in the business (employees, contractors)
• Financial requirements for each step
• Milestones & KPIs
• Location of your business
• Zoning & permits required for the business

What equipment, supplies, or permits are needed to run a event planning business?

To run an event planning business, you'll need the following equipment, supplies, and permits:

• Computer and printer for preparing marketing materials and contracts
• Business cards and other promotional materials
• Venue rental fees (if applicable)
• Catering supplies and staff (if applicable)
• Safety or health permit (if applicable)
• Entertainment or staffing (if applicable)
• Alcoholic beverage permit (if applicable)

5. Management & Organization of Your Event Planning Business.

The second part of your event planning business plan is to develop a management and organization section.

This section will cover all of the following:

• How many employees you need in order to run your event planning business. This should include the roles they will play (for example, one person may be responsible for managing administrative duties while another might be in charge of customer service).
• The structure of your management team. The higher-ups like yourself should be able to delegate tasks through lower-level managers who are directly responsible for their given department (inventory and sales, etc.).
• How you’re going to make sure that everyone on board is doing their job well. You’ll want check-ins with employees regularly so they have time to ask questions or voice concerns if needed; this also gives you time to offer support where necessary while staying informed on how things are going within individual departments too!

6. Event Planning Business Startup Expenses & Captial Needed.

This section should be broken down by month and year. If you are still in the planning stage of your business, it may be helpful to estimate how much money will be needed each month until you reach profitability.

Typically, expenses for your business can be broken into a few basic categories:

Startup Costs

Startup costs are typically the first expenses you will incur when beginning an enterprise. These include legal fees, accounting expenses, and other costs associated with getting your business off the ground. The amount of money needed to start a event planning business varies based on many different variables, but below are a few different types of startup costs for a event planning business.

Running & Operating Costs

Running costs refer to ongoing expenses related directly with operating your business over time like electricity bills or salaries paid out each month. These types of expenses will vary greatly depending on multiple variables such as location, team size, utility costs, etc.

Marketing & Sales Expenses

You should include any costs associated with marketing and sales, such as advertising and promotions, website design or maintenance. Also, consider any additional expenses that may be incurred if you decide to launch a new product or service line. For example, if your event planning business has an existing website that needs an upgrade in order to sell more products or services, then this should be listed here.

7. Financial Plan & Projections

A financial plan is an important part of any business plan, as it outlines how the business will generate revenue and profit, and how it will use that profit to grow and sustain itself. To devise a financial plan for your event planning business, you will need to consider a number of factors, including your start-up costs, operating costs, projected revenue, and expenses. 

Here are some steps you can follow to devise a financial plan for your event planning business plan:

• Determine your start-up costs: This will include the cost of purchasing or leasing the space where you will operate your business, as well as the cost of buying or leasing any equipment or supplies that you need to start the business.
• Estimate your operating costs: Operating costs will include utilities, such as electricity, gas, and water, as well as labor costs for employees, if any, and the cost of purchasing any materials or supplies that you will need to run your business.
• Project your revenue: To project your revenue, you will need to consider the number of customers you expect to have and the average amount they will spend on each visit. You can use this information to estimate how much money you will make from selling your products or services.
• Estimate your expenses: In addition to your operating costs, you will need to consider other expenses, such as insurance, marketing, and maintenance. You will also need to set aside money for taxes and other fees.
• Create a budget: Once you have estimated your start-up costs, operating costs, revenue, and expenses, you can use this information to create a budget for your business. This will help you to see how much money you will need to start the business, and how much profit you can expect to make.
• Develop a plan for using your profit: Finally, you will need to decide how you will use your profit to grow and sustain your business. This might include investing in new equipment, expanding the business, or saving for a rainy day.

Frequently Asked Questions About Event Planning Business Plans:

Why do you need a business plan for a event planning business.

A business plan is essential when starting any new business. It provides a roadmap to success and can help you get financing, partners, and other resources. It’s also important for setting goals, measuring progress, and staying organized. With an event planning business, a business plan can help you define the services you offer, determine the cost of your services, estimate expenses, set prices for your services, develop a marketing strategy, and understand the competition.

Who should you ask for help with your event planning business plan?

A business consultant or mentor with experience in event planning can be a great resource when creating a business plan. It is also helpful to network with other event planners to get advice, ideas, and feedback about your plan. A local Small Business Administration office or SCORE chapter may also be able to provide guidance and resources for developing your overall business plan.

Can you write a event planning business plan yourself?

Writing a business plan for an event planning business can be a challenging and time-consuming process. It requires extensive research, detailed financial analysis, and careful planning in order to create a successful plan. Depending on the scope and complexity of the plan, you may need to seek out professional help from a business consultant or advisor. Additionally, there are numerous templates and resources online that can help you get started writing your event planning business plan.

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I'm Nick, co-founder of newfoundr.com, dedicated to helping aspiring entrepreneurs succeed. As a small business owner with over five years of experience, I have garnered valuable knowledge and insights across a diverse range of industries. My passion for entrepreneurship drives me to share my expertise with aspiring entrepreneurs, empowering them to turn their business dreams into reality.

Through meticulous research and firsthand experience, I uncover the essential steps, software, tools, and costs associated with launching and maintaining a successful business. By demystifying the complexities of entrepreneurship, I provide the guidance and support needed for others to embark on their journey with confidence.

From assessing market viability and formulating business plans to selecting the right technology and navigating the financial landscape, I am dedicated to helping fellow entrepreneurs overcome challenges and unlock their full potential. As a steadfast advocate for small business success, my mission is to pave the way for a new generation of innovative and driven entrepreneurs who are ready to make their mark on the world.

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If you do weddings or events, you already know how important planning is. The same applies to your business. Check out these sample business plans for event planning, wedding consultants, special event planners, and other event management businesses. Then use what you learn to write the plan for your own business.

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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.

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

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

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

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

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

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

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

1. Begin your event business plan with a mission statement

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

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

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

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

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

2. Describe your greater vision with a vision statement

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

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

But the foundation’s vision is even more aspirational:

A cancer free future.

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

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

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

3. List the key objectives you want to track

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

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

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

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

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

4. Enhance your event business plan with storytelling

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

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

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

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

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

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

5. Detail an event marketing strategy

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

How will you price your event?

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

What’s your promotion budget?

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

Which marketing channels will you use?

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

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

6. Outline your event’s operational requirements

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

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

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

7. Crunch the numbers for your event budget

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

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

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

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

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

8. Conduct a SWOT analysis for your event

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

You’ve sold many tickets so far.

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

You’ve got catastrophe insurance.

There’s high competition from other similar events.

Opportunities

Extra funds can be raised with a cold drinks stall.

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

Event business plan FAQs

How do i start an event organising business.

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

What is a business plan in event management?

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

How do you write a business plan for an event?

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

What is an event planning proposal?

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

Set your event business plan in motion

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

Create your free event listing today

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about the author

Hannah Phelvin-Hartley

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

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How To Write a Business Plan for Corporate Event Planning in 9 Steps: Checklist

By henry sheykin, resources on corporate event planning.

• Financial Model
• Business Plan
• Value Proposition
• One-Page Business Plan

Are you considering starting a corporate event planning business? With the growing demand for event planning services in the US, this could be a lucrative venture for you. In fact, according to recent statistics, the event planning industry is projected to grow at a rate of 6% from 2021 to 2028 . So, if you're ready to take the leap, here are 9 essential steps to help you write a business plan for corporate event planning.

Step 1: Define your business concept and target market

First and foremost, you need to have a clear understanding of your business concept and identify your target market. Determine the types of corporate events you want to specialize in and the specific industries or businesses you want to cater to.

Step 2: Conduct market research and identify competition

Market research is crucial to identify your competition, understand industry trends, and gain insights into the needs and preferences of potential clients. This will help you position your services effectively and differentiate yourself from competitors.

Step 3: Determine your unique selling proposition

What sets you apart from other event planners in the market? Identify your unique selling proposition (USP) and clearly communicate it to your target audience. This could be your expertise in a specific industry, your innovative ideas, or your exceptional customer service.

Step 4: Develop a comprehensive business model and pricing strategy

Define your business model and determine how you will generate revenue. Will you charge a flat rate or an hourly fee? Consider the costs involved in organizing and executing events, and develop a pricing strategy that is competitive yet profitable.

Step 5: Assess the required financial resources and create a budget

Analyze the financial resources you'll need to start and sustain your business. Create a detailed budget that includes expenses such as office space, equipment, marketing, and staff salaries. This will help you understand your financial needs and plan accordingly.

Step 6: Create an organizational structure and allocate roles and responsibilities

Establish an organizational structure for your business and define the roles and responsibilities of each team member. This will ensure smooth operations and efficient execution of events. Consider hiring staff or outsourcing certain tasks, depending on your business needs.

Step 7: Identify potential suppliers and vendors

Research and identify potential suppliers and vendors for event materials and equipment. Build relationships with them to ensure timely and quality delivery of resources for your events. This will help you provide a seamless experience for your clients.

Step 8: Develop marketing and promotional strategies

Create a marketing plan to promote your corporate event planning services. Utilize both online and offline channels to reach your target audience. Consider strategies such as social media marketing, website optimization, and attending industry events to generate leads and build brand awareness.

Step 9: Establish a contingency plan

Lastly, anticipate potential challenges and risks that may arise during event planning and develop a contingency plan. This includes having backup vendors, alternate event venues, and proper insurance coverage to mitigate any unforeseen circumstances.

By following these 9 steps, you'll be well-equipped to write a comprehensive business plan for your corporate event planning endeavor. Remember, thorough planning and a well-defined strategy are key to success in this industry. Good luck!

Define Your Business Concept and Target Market

Before diving into the world of corporate event planning, it is crucial to define your business concept and identify your target market. This step sets the foundation for your entire business plan and will guide your decision-making process moving forward.

When defining your business concept, consider the specific types of corporate events you plan to organize and the services you will offer. Will you focus on large conferences and trade shows or specialize in intimate networking events? Will you provide end-to-end event planning services or focus on specific aspects like venue selection or catering?

Identifying your target market is equally as important. Determine the industries or sectors you wish to cater to and identify any niche markets you may be interested in serving. For example, you may choose to target technology companies that often require high-tech audiovisual setups or healthcare organizations in need of compliant event planning solutions.

• Conduct thorough market research to gain insights into the demand for corporate event planning services in your target market.
• Identify any gaps or untapped opportunities that your business concept could address.
• Consider the current trends and challenges in the industry and determine how your services can provide unique value to your target market.

Conduct Market Research And Identify Competition

Market research is an essential step in the process of writing a business plan for corporate event planning. By conducting thorough research, you can gain valuable insights into your target market, understand their needs and preferences, and identify potential competitors in the industry. This information will help you make informed decisions and tailor your services to meet the demands of your target market.

To begin your market research, start by identifying your target market. Consider the specific industries or businesses you aim to serve with your corporate event planning services. Clearly defining your target market will allow you to focus your efforts and resources more effectively.

Once you have identified your target market, gather data on their needs, preferences, and buying behavior. This can be done through surveys, interviews, or analyzing existing market research reports. Understanding your target market will enable you to tailor your services to their specific requirements and differentiate yourself from competitors.

Identifying and analyzing your competition is another critical aspect of market research. Research and compile a list of existing event planning companies or individuals who offer similar services to yours. Study their offerings, pricing strategies, strengths, and weaknesses. By analyzing your competition, you can gain insights into their strategies and identify gaps in the market that you can capitalize on.

Tips for conducting market research and identifying competition:

• Utilize online resources such as industry reports, trade publications, and social media platforms to gather information on your target market and competitors.
• Attend industry events and network with professionals in the corporate event planning industry to gather insights and stay up-to-date with the latest trends.
• Consider hiring a professional market research firm to conduct a comprehensive analysis of your target market and competition.

By conducting thorough market research and identifying your competition, you can gain a deeper understanding of your target market and position your corporate event planning business for success.

Determine Your Unique Selling Proposition

One crucial step in creating a successful business plan for corporate event planning is determining your unique selling proposition (USP). Your USP is what sets you apart from your competitors and defines the value you bring to your clients. It is the reason why potential customers should choose your event planning services over others in the market.

To determine your USP, you need to have a clear understanding of your target market and their specific needs and preferences. Identify the gaps in the market and the challenges that businesses face when it comes to event planning. This will allow you to craft a USP that addresses these pain points and provides innovative solutions.

Here are some tips for determining your unique selling proposition:

Highlight your expertise:

Focus on customization:, emphasize attention to detail:, showcase reliability and professionalism:.

Your unique selling proposition should be clear, compelling, and resonate with your target market. It should communicate the distinct benefits and advantages you offer as an event planner, ultimately convincing potential clients that your services are the best choice for their corporate events.

Develop A Comprehensive Business Model And Pricing Strategy

Developing a comprehensive business model and pricing strategy is crucial for the success of your corporate event planning business. Here are some important factors to consider:

• Identify your target market and understand their preferences and budgets. Determine the types of events you want to specialize in and the services you will offer.
• Differentiate yourself from your competitors by identifying your unique selling proposition. What sets you apart? Is it your expertise in a specific industry or your ability to handle large-scale events?
• Consider the pricing structure that aligns with your services and target market. Will you charge a flat rate based on event size or offer hourly rates? It is essential to ensure that your pricing model is competitive yet profitable.
• Take into account the costs involved in delivering your services, including staffing, event materials, and equipment. Factor in your overhead expenses, such as office space, marketing, and insurance.
• Determine how you will handle contracts and payment terms. Clear and transparent policies will help establish trust with your clients and protect both parties involved.

Tips for Developing Your Business Model and Pricing Strategy:

• Research your competitors' pricing models to gain insights into industry standards.
• Consider offering different packages or tiered pricing options to cater to various client needs and budgets.
• Regularly review and adjust your pricing strategy to keep up with market trends and changes.
• Consider the value you are providing to your clients and ensure your pricing reflects that.
• Offer exceptional customer service and build strong relationships with clients to justify higher prices or premium services.

Remember, your business model and pricing strategy should be flexible to adapt to different client expectations and market demands. Periodically review and refine your approach to stay competitive and meet the ever-evolving needs of your clients.

Assess The Required Financial Resources And Create A Budget

When starting a corporate event planning business, it is essential to thoroughly assess the required financial resources and create a budget to ensure the smooth operation of your business. Without a clear understanding of your financial needs and constraints, you may encounter difficulties in managing your expenses and meeting your business goals.

Begin by identifying all the necessary expenses for your business, including but not limited to office space, technology and equipment, marketing materials, staff salaries, insurance, and any specialized software or tools you may need. By having a comprehensive list of expenses, you can effectively allocate your financial resources and ensure that all necessary aspects of your business are covered.

Next, estimate the costs associated with each expense item. This may require conducting market research or reaching out to suppliers and vendors to obtain accurate pricing information. By doing so, you can have a clearer picture of the financial investment required and effectively manage your budget.

Creating a budget is crucial in order to keep track of your expenses and ensure that you stay within your financial means. Start by listing all your income sources, such as client fees or sponsorships, and then allocate specific amounts to each expense category. Regularly review and update your budget to reflect any changes in your business operations, ensuring that you stay on track financially.

Tips for Assessing Financial Resources and Creating a Budget:

• Research and compare prices from different suppliers to ensure you are getting the best deals.
• Consider incorporating a contingency fund into your budget to account for unexpected expenses.
• Regularly review and analyze your budget to identify areas where you can potentially cut costs or allocate resources more efficiently.
• Seek professional advice from an accountant or financial consultant to ensure accuracy and proper financial planning.

Create An Organizational Structure And Allocate Roles And Responsibilities

Creating an organizational structure for your corporate event planning business is crucial for ensuring smooth operations and efficient execution of events. By allocating roles and responsibilities to your team members, you can enhance productivity and streamline the planning process. Here are some key steps to help you create an effective organizational structure:

• Identify the core functions: Start by identifying the core functions required to successfully plan and execute corporate events. This may include areas such as event coordination, logistics management, marketing and promotion, vendor management, and client relations.
• Define roles and responsibilities: Once you have identified the core functions, define specific roles and responsibilities for each function. Clearly outline the tasks and activities each team member will be responsible for, taking into account their skills, experience, and areas of expertise.
• Establish a reporting hierarchy: Determine the reporting hierarchy within your organizational structure. Clearly define who will report to whom, ensuring clear communication channels and accountability.
• Consider team dynamics: Take into consideration the dynamics of your team when assigning roles and responsibilities. Identify the strengths and weaknesses of each team member and assign roles that align with their abilities.
• Encourage collaboration and communication: Foster a culture of collaboration and open communication within your team. Encourage team members to share ideas, provide feedback, and work together to achieve common goals.
• Regularly review and reassess the roles and responsibilities within your organizational structure to ensure they align with the evolving needs of your business.
• Consider cross-training team members in different roles to enhance flexibility and adaptability in case of unforeseen circumstances or changes in project requirements.
• Clearly communicate the roles and responsibilities to your team members, ensuring they have a clear understanding of their expectations and performance metrics.
• Provide ongoing support and professional development opportunities to help your team members excel in their assigned roles.

Identify Potential Suppliers And Vendors For Event Materials And Equipment

When planning a corporate event, it is crucial to identify potential suppliers and vendors who can provide the necessary materials and equipment to ensure a successful and well-executed event. Here are some important considerations for this step:

• Research and Compare: Start by researching different suppliers and vendors in your area or online. Look for those who specialize in event materials and equipment and have a track record of providing high-quality products and reliable services.
• Ask for Recommendations: Reach out to other event planners or industry professionals for recommendations. They may have firsthand experience working with reliable suppliers and can provide valuable insights.
• Request Quotes and Samples: Contact potential suppliers and vendors to request quotes for the materials and equipment you need. Don't forget to ask for samples if possible, so you can assess the quality of their products before making a decision.
• Consider Pricing and Availability: Compare the pricing and availability of different suppliers and vendors to find the best options for your budget and timeline. Keep in mind that while affordability is important, quality should not be compromised.
• Check References and Reviews: Before finalizing your choices, check references and read reviews from previous clients. This will give you insight into the reliability and professionalism of potential suppliers and vendors.
• Establish Communication Channels: Once you have identified potential suppliers and vendors, establish clear communication channels with them. Make sure they understand your requirements, timelines, and any specific preferences you may have.
• Ensure Clear Contracts: When selecting suppliers and vendors, ensure that you have clear and detailed contracts in place. The contracts should outline the scope of work, delivery schedules, payment terms, and any other critical terms and conditions.
• Consider building long-term relationships with reliable suppliers and vendors to streamline future event planning processes.
• Always have backup suppliers and vendors in mind in case of any unforeseen circumstances or issues with your primary choices.

By identifying potential suppliers and vendors for event materials and equipment, you are ensuring that you have access to the necessary resources for your corporate event. This step is crucial for maintaining the quality and success of your event.

Develop Marketing And Promotional Strategies

Once you have defined your business concept and identified your target market, it is time to develop your marketing and promotional strategies. These strategies will help you attract clients and build brand awareness for your corporate event planning services.

1. Identify your target audience: Before you initiate any marketing activities, it is crucial to have a clear understanding of your target audience. Identify the industries, businesses, and individuals that are most likely to require your event planning services. This will help you tailor your marketing messages and channels accordingly.

2. Create a compelling brand identity: Develop a unique and appealing brand identity that reflects the values and benefits of your corporate event planning services. This includes creating a professional logo, designing a visually attractive website, and developing consistent branding elements such as color schemes and fonts.

3. Build an online presence: In today's digital age, having a robust online presence is crucial for marketing success. Create a user-friendly website that showcases your services, previous events, and client testimonials. Utilize social media platforms such as LinkedIn, Instagram, and Facebook to promote your services, engage with your target audience, and share valuable content related to event planning.

4. Utilize content marketing: Content marketing is an effective way to position yourself as an expert in the corporate event planning industry. Create and share informative and engaging content such as blog posts, articles, and videos that provide valuable insights and tips for event planning. This will help attract potential clients and build credibility for your business.

5. Network and collaborate: Networking is essential for building connections within the corporate event planning industry. Attend industry events, join professional organizations, and engage in networking opportunities to meet potential clients and partners. Collaborate with other businesses or vendors to offer joint services or promotions, which can help expand your reach.

6. Offer incentives and referrals: Encourage existing clients to refer your services to others by offering incentives such as discounts or rewards. Word-of-mouth recommendations can be a powerful marketing tool and can significantly contribute to the growth of your business. Additionally, consider offering special promotions or discounts for first-time clients to attract new business.

• Consider partnering with local businesses or venues to cross-promote each other's services.
• Utilize search engine optimization (SEO) techniques to improve your website's visibility in search engine results.
• Collect and showcase client testimonials and case studies to build trust and credibility.
• Stay updated with industry trends and incorporate them into your marketing strategies.

Developing effective marketing and promotional strategies is essential for the success of your corporate event planning business. By identifying your target audience, building a compelling brand identity, utilizing online platforms, and networking with industry professionals, you can attract clients and establish your business as a leader in the industry.

Establish A Contingency Plan For Potential Challenges And Risks

When it comes to corporate event planning, it's essential to anticipate and prepare for potential challenges and risks that may arise during the planning and execution stages. Establishing a contingency plan will not only help you navigate through unexpected hurdles, but also demonstrate your professionalism and commitment to delivering a successful event. Here are some important steps to consider when creating your contingency plan:

• Identify potential challenges and risks: Begin by brainstorming and identifying potential challenges and risks that could impact the success of your event. Consider factors such as venue issues, technical difficulties, weather conditions, and any other unforeseen circumstances that may arise.
• Assess the potential impact: Once you have identified the potential challenges and risks, assess their potential impact on your event. Determine the severity of each risk and prioritize them based on their likelihood of occurrence and the level of impact they could have on your event.
• Create contingency plans: Develop detailed contingency plans for each identified challenge or risk. These plans should outline specific actions, resources, and alternative solutions to mitigate the impact of each risk. Assign responsibilities to team members and create clear guidelines for implementing the contingency plans.
• Regularly review and update: A contingency plan is not a one-time document. It's essential to regularly review and update your plan as circumstances and requirements change. Stay informed about industry trends and updates that may affect your event to ensure your contingency plans remain relevant and effective.
• Consider creating a dedicated team or committee responsible for overseeing and implementing the contingency plans. This team should have a clear understanding of the event objectives and be prepared to act swiftly in case of emergencies.
• Establish communication protocols to ensure effective and timely communication with team members, clients, suppliers, and stakeholders during challenging situations. This will help keep everyone informed and aligned on the actions being taken.
• Always have a backup plan for critical event components such as technology, transportation, and catering. Identify alternative options and suppliers to minimize disruptions if unforeseen circumstances arise.

By establishing a comprehensive contingency plan, you can effectively address potential challenges and risks, demonstrating your professionalism and ability to deliver exceptional corporate events. Remember, successful event planning is not just about flawless execution—it's about being prepared for the unexpected.

In conclusion, writing a business plan for corporate event planning requires careful consideration and strategic planning. By following the nine steps outlined in this checklist, you can effectively define your business concept, conduct market research, develop a comprehensive business model, and establish a contingency plan for potential challenges. With a clear roadmap in place, you will be well-equipped to launch and grow a successful corporate event planning business.

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

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

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

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

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

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

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

1. Begin your event business plan with a mission statement

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

Mercato Metropolitano (MM), a sprawling community market and event space with good food at its core, is just one example of how a simple mission statement turned into a successful real-life venture.

Andrea Rasca of MM has a simple philosophy based on food being a human right that’s part of an adequate standard of living according to the 1948 Universal Declaration of Human Rights. It sums up how MM operates as well as what it stands for:

“Adequate means food needs to be accessible to all people, at all times, and in any circumstances. It has to be nutritious – to enrich you – and it has to be locally or culturally compatible.”

This high-level mission statement sells the spirit of MM succinctly. Make yours equally inspiring, and keep it as short as possible to make it easy to keep your mission in mind. The Waste Not Supper Club , for example, summed up their mission statement – “Waste Not” – in just two words and integrated it into the name of their event.

Following a UN report urging a move to more sustainable diets, the Umbrella Cafe in Kent started running the Waste Not Supper Club to use up not only their leftover food but other people’s as well. Guests receive a three-course vegan or vegetarian evening meal at a pay-as-you-feel price. All the dishes are made from unwanted ingredients sourced by FareShare Kent , an organisation that teams up with supermarkets and local farmers to make use of their “wonky” veg and overstocked food.

2. Describe your greater vision with a vision statement

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

The Susan G. Komen Foundation uses the mission statement “Save lives by meeting the most critical needs in our communities and investing in breakthrough research to prevent and cure breast cancer.”

But the foundation’s vision is even more aspirational:

A world without breast cancer.

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

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

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

3. List the key objectives you want to track

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

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

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

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

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

4. Enhance your event business plan with storytelling

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

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

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

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

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

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

5. Detail an event marketing strategy

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

How will you price your event?

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

What’s your promotion budget?

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

Which marketing channels will you use?

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

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

6. Outline your event’s operational requirements

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

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

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

7. Crunch the numbers for your event budget

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

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

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

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

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

8. Conduct a SWOT analysis for your event

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

You’ve sold many tickets so far.

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

You’ve got catastrophe insurance.

There’s high competition from other similar events.

Opportunities

Extra funds can be raised with a cold drinks stall.

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

Event business plan FAQs

How do i start an event organising business.

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

What is a business plan in event management?

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

How do you write a business plan for an event?

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

What is an event planning proposal?

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

Set your event business plan in motion

To dive deep into the details of creating an event business plan, and to learn how to compile these sections into an effective document, download our free Event Plan Template .

Plan and host your events with Eventbrite.

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about the author

Hannah Phelvin-Hartley

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

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