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• Sample Business Plans

How to Write an Event Planning Business Plan + Free Template

Planned a few events in the past?

And, if you feel that event planning is your forte, and you have ideas that are both creative and functional, event planning might be an exciting endeavor for you!

Although most people start out by working under someone, everyone dreams of starting their own event planning business.

Also, you are about to go ahead and start yours; wait a moment!

You might have sufficient knowledge for planning events, but navigating the complexities of the event planning industry needs a well-thought-out roadmap. And that roadmap is a comprehensive event management business plan.

Yes, you read it correctly. A business plan can be of great help while starting your own event planning company. It not only sets the foundation for your venture but also enhances your opportunities for success.

So, we have created a Sample Event Planning Business Plan for you to get a good idea about how a perfect event business plan should look like!

Now, without any further ado; let’s explore all the details you will need to write in your stunning business plan.

Key Takeaways

• Clearly define your goals, mission statement, service offerings, and management team in your business plan.
• Perform thorough market and industry analysis to identify target customers, and adapt to the latest trends.
• Present a realistic financial plan, including startup costs, revenue projections, and a break-even analysis to attract investors.
• Effectively draft your pricing strategy and unique selling propositions to meet the specific needs of your target customers.
• Provide a clear outline of your business operations to efficiently deliver your planning services and seize new opportunities.
• Craft your marketing techniques, sales tactics, and promotional activities to reach a wider audience.
• Recognize your key competitors, and develop strategies that make your event planning business stand out in the competitive landscape.

How to Write an Event Planning Business Plan?

• Get a Business Plan Template
• Write an Executive Summary
• Provide a Company Overview
• Conduct an Industry and Market Analysis
• Describe your Product and Service Offerings
• Outline a Sales and Marketing Plan
• Introduce Your Team
• Outline Business Operations
• Prepare a Financial Plan

1. Get a Business Plan Template

Before you start writing a business plan for your event planning business, it is recommended to get a business plan template first.

It’s like having a valuable resource for your business planning. It not only simplifies the business plan writing process but also helps you include all the essential elements in your plan.

However, you can effectively organize your thoughts and accurately draft a strategically sound business document according to your specific requirements and preferences.

Not only that, it sets the stage for a comprehensive, professional business plan that empowers you to highlight your vision, attract potential investors, and navigate the competitive event planning landscape.

If you are a budding entrepreneur or looking for a polished template, choose Upmetrics’ business plan template now and ensure that you won’t skip any important facts in your plan.

Say goodbye to boring templates

Build your business plan faster and easier with AI

Plans starting from $7/month

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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Event Industry Statistics

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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Conference Planning 101 (Plus a Checklist!)

If you’re considering hosting a conference, we say go for it — it’s an amazing way to offer professional development to your community, provide them with networking opportunities, and grow your own presence in your industry.

Every successful conference starts with a well-thought out plan. That’s why in today’s post, we’ll be going over everything you need to know to plan your best conference. From finding a venue to hosting your post-mortem meeting, we’ll cover every step.

Looking for a checklist you can use for your conference planning?

Download our FREE conference planning checklist. Just fill in the form below to grab your copy.

Here’s Your FREE Conference Planning Checklist

What’s a Good Conference Plan?

A good conference plan is detailed, yet highly organized and easy to follow. It includes clear goals, milestones, and timelines for achieving them. It covers everything you need to do before, during, and after the conference.

Most importantly, creating a conference plan is not a one-and-done activity — it’s a collaborative effort that needs to be regularly reviewed and updated as necessary.

Before You Start Planning

Before you actually start planning your conference, there are a few essential decisions you need to make and tasks you need to complete:

1. Assemble a Team

Who will be involved in organizing this conference? Who will be responsible for what? If you don’t have enough staff members who can dedicate their time to planning this conference, can you assemble a volunteer committee?

2. Set Objectives

What are you hoping to achieve with this conference? How many attendees, new contacts, or new members are you hoping to gain? How much revenue are you looking to generate?

3. Identify Your Target Audience

Who is this conference for? Who would be interested in attending and what would they gain from it? Answering these questions will help you better promote your conference and attract the right kind of ticket buyers.

4. Come Up With a Theme and Format

Your conference doesn’t necessarily have to have a theme but it can help you tie everything together and put on a cohesive event. Your theme can be seasonal, related to a current trend, or the general landscape within your industry.

Also think about the format of your conference. Will it be in-person, virtual , or hybrid? How many days will it last and how many sessions will you offer?

5. Develop a Budget

How much money do you have to spend on this conference? Will you be looking to offset some of your costs with sponsorships? Where can you save money and where do you need to spend a bit more? (For example, a great keynote speaker will be well worth the cost.)

How To Keep Your Team Motivated When Planning a Conference

Planning a conference is a big undertaking and can often last an entire year. Your planning committee might feel overwhelmed, stressed, or even burned out by the process. Here are a few tips to help make sure that doesn’t happen:

• Give everyone clear jobs and set expectations
• Set lots of manageable mini-goals and assign mini-tasks
• Regularly remind your team about your mission and vision, as well as your objectives for this conference
• Share wins and celebrate even the smallest achievements in the planning process
• Maintain open communication and make sure your team knows that they can ask for help and guidance at any time

17 Steps for Planning a Successful Conference: Your Conference Planning Checklist

Now, without further ado, let’s take a look at the 17 steps you need to take to plan a successful conference. These are roughly broken down by when they should be completed. Use this checklist as a guide, but ultimately, your own timeline will depend on the size and format of your conference, as well as the size of your team.

Let’s dive in!

9-12 Months Before the Conference

1. book a venue.

If you’re organizing an in-person or hybrid conference, finding a venue should be your number one priority. Start with the venue and select your conference dates based on its availability, as opposed to the other way around. This will guarantee you’ll find something that fits your goals and vision for the conference.

When looking for a venue, consider the following:

• The size of your conference (How many attendees do you expect?)
• The format of your event (How many sessions will be happening at the same time? How many rooms will you need? Where will attendees have a chance to network with each other?)
• Your conference’s theme (If possible, find a venue that reflects it.)

When booking a venue, be sure to inquire about any additional fees and regulations, accessibility, and possible accommodation for out-of-town attendees.

2. Confirm Date(s)

Once you’ve selected a venue, work with them to finalize the date(s) of your conference. Do this as soon as possible, as you’ll need to share this date to everyone involved in the next steps.

3. Create a Master Plan

Starting with Day 1 of the conference, work backwards and list every single task that needs to be done, its deadline, and who’s responsible for completing it. Use this checklist as a starting point and fill it with more details — no task is too small to be included in the master plan. Share this plan with everyone involved, refer to it regularly, and update it as necessary.

4. Choose Your Technology

If your conference will be virtual or hybrid, you’ll definitely need a conference platform — this is where your virtual guests will attend sessions and engage with you and each other.

Regardless of the type of conference you’re organizing, you’ll also need a few other tools, such as:

• A website builder
• Event registration software
• A customer relationship management (CRM) system, where you will keep track of your attendees and communicate with them
• A project management tool for keeping track of deadlines, speakers, vendors, budget, etc.

6-9 Months Before the Conference

5. find speakers.

Inspiring and knowledgeable speakers are in high demand, so reach out to them as early as you can. Great speakers will help you promote your conference and attract more attendees. And it’s not just because people are eager to learn from them, but because everyone wants an opportunity to network with them.

Look for experts in your industry, your organization’s own network, or your local connections. If you need help, the National Speaker’s Bureau is a good place to start.

Read More: The 6 Best Ways to Find a Speaker for Your Association Events

6. Find Sponsors and Exhibitors

Hosting a conference is an expensive undertaking, and finding a sponsor (or a few) can really help keep costs down. Plus, people are more likely to attend a conference if it’s backed by a well-known and trusted company.

For the sponsor, it’s a great opportunity to act on their values, get their brand in front of new audiences, and attract new customers. This mutually beneficial partnership can be the start of a long term relationship, with many more future opportunities for collaboration.

When reaching out to potential sponsors, be sure to look for companies whose values align with yours and who support your mission and vision.

You may also wish to open up your conference to exhibitors — these are companies who’ll pay a fee or offer you their services in exchange for permission to set up a booth and engage with your attendees.

Read More: How to Get Sponsorships: The Complete Guide

7. Develop Branding

Branding affects how potential ticket buyers will feel when they come across information about your conference. It includes things like your conference name, slogan, logo, color palette, messaging and imagery. In order to attract attendees, these things need to be unique, cohesive, and inspiring.

Take time to brainstorm ideas based on your conference’s theme and your goals. You may need to hire a photographer and graphic designer to help you create graphics and other brand elements. You’ll use these on your website, invitations, tickets, event program, and all promotional materials.

Read More: The Ultimate Guide to Nonprofit Branding

3-6 Months Before the Conference

8. order branded merchandise.

Conference attendees love free stuff and most will expect to receive a swag bag of some sort. When choosing which swag items to order, opt for things related to your industry and that your guests will actually use. Order them as soon as your brand elements have been finalized — that’s the best way to save money and reduce pre-conference stress.

Don’t forget to also ask your sponsor(s) if they’d like to include any promotional items in the swag bags.

At this point, you can also order t-shirts for volunteers, lanyards and name badges, signage, and other branded event materials.

9. Find Suppliers

Some event venues will provide internal employees to take care of things like catering, security, furniture, A/V, and Wi-Fi. If not, you’ll need to hire external suppliers and get permission from the venue to bring them in. Find and book them early to make sure they’re available on the dates of your conference.

10. Recruit Volunteers

Figure out how much support you’ll need during the conference with things like:

• Attendee check-in
• Managing speakers
• Managing exhibitors
• Set-up and tear-down

Recruiting volunteers for these and other small tasks will ensure that your conference runs smoothly and that your guests have a positive experience .

To find volunteers, look within your organization’s existing community, advertise at your local post-secondary programs related to your industry, and post open positions on your website and social media.

Be sure to recruit more volunteers than you anticipate needing, as some of them will likely drop off in the days leading up to the conference.

Read More: How to Recruit Volunteers from Start to Finish

11. Start Promoting

Set up a website and a registration page so people can start buying tickets. About two months before the conference, you can start advertising early bird pricing.

Promote the conference on your website, in your emails, and on social media. Send out a press release and try to get media coverage in local papers and on the radio. Consider paying for digital and social media ads that target your ideal audience. And don’t forget to offer special deals, giveaways, and registration prizes to entice more people to attend.

Read More: 5 Tips For Getting Your Event Message Out

1 Month Before the Conference

12. finalize conference schedule.

At this point, all your speakers and events should be finalized, so it’s time to create your conference schedule. For the attendees, create a program that will be handed out at the start of the event. Make this program available digitally, as well.

For everyone else — speakers, your staff, venue staff, suppliers, and volunteers — create a master schedule that’s easy to follow and has all the necessary details. Be sure to include contact information of key persons who would need to be notified should anything go wrong.

13. Finalize Tasks With the Team, Volunteers, Speakers and Venue

In addition to receiving a master schedule, everyone involved behind-the-scenes needs to receive a customized document that outlines their key tasks and responsibilities. This will help ensure that everyone knows what’s expected of them, where they need to be and when, and what they need to do to make sure the conference runs smoothly.

1 Week Before the Conference

14. send out reminders and check-in.

Send out email reminders to all attendees. Publish an FAQ on your website and offer your contact information should they have any questions or concerns.

Check in with your team, speakers, and volunteers — make sure everyone feels ready and has everything they need before the big day.

1 Day Before the Conference

15. last team check-in and kick off.

The day before the event, check in with the team once again to see how everyone is doing, address any final concerns, or communicate any last minute changes.

During the Conference

16. conference management.

As the conference organizer, you shouldn’t have any actual tasks during the entire duration of the conference, other than being available for your team should they run into any issues.

If you’re hosting a hybrid conference, a dedicated team should be live-streaming the events and engaging with virtual attendees.

Someone who’s responsible for communications at your organization should be monitoring engagement at the event and on social media. If your conference is a multi-day event, they can also send out daily recaps via email to help attendees remember the highlights and transition into the next day.

After the Conference

17. follow-up and analysis.

Congratulate yourself for hosting a successful conference! However, the work isn’t done yet. Here are a few things you need to do to wrap up:

• Send a follow-up email to all attendees to thank them for attending and invite them to complete a survey .
• Follow up with sponsors, speakers, and volunteers to thank them for their help.
• Analyze attendance numbers, revenue, engagement rate, and other metrics to see whether or not you met your goals.
• Host a post-mortem meeting with your team to discuss what went well and what you would do better next time.
• Keep in touch with all attendees to remind them about any other upcoming events, services, membership, etc.

Make Conference Planning Easy

Conference planning involves many moving parts, particularly on the technology side  — you need to build a website, create a registration page, process payments, track attendees in a CRM, and send them regular updates and reminders.

Of course, you can look for separate tools that will take care of each of these tasks, but that can get very expensive and very tedious, especially if the different tools don’t integrate with each other.

A much better option would be to invest in an all-in-one solution like membership management software. It’s a single tool that can take care of all of the aforementioned tasks and help you save hours of manual work (not to mention, unnecessary expenses).

Here at WildApricot, we’re proud to be the number one rated membership management software on the market. We regularly help nonprofits plan and execute events , as well as engage with their communities well after the event is over.

If you’re curious to learn more, start a free 60 day trial and see if WildApricot is for you.

Best of luck with your conference!

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Event Planning Business Plan Template

Written by Dave Lavinsky

Event Planning Business Plan

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

Download our Ultimate Business Plan Template here >

What is an Event Planning Business Plan?

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

Why You Need a Business Plan for Your Event Planning Company

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

Source of Funding for Event Planning Businesses

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

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

Finish Your Business Plan Today!

How to write a business plan for event planning.

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

Executive Summary

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

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

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

Company Analysis

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

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

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

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

Include answers to questions such as:

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

Industry Analysis

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

While this may seem unnecessary, it serves multiple purposes.

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

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

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

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

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

Customer Analysis

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

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

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

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

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

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

Competitive Analysis

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

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

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

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

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

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

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

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

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

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

Marketing Plan

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

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

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

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

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

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

Operations Plan

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

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

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

Management Team

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

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

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

Financial Plan

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

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

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

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

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

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

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

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

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

Event Planning Business Plan FAQs

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

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

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How to Plan a Conference: 12 Steps for a Memorable & Successful Conference

With so many moving parts to juggle, planning a conference can seem like a daunting task. But pulling it off can be incredibly rewarding–both for your organizations and your attendees! 

In this comprehensive guide, we’ll walk you through how to plan a conference from A to Z. We’ll cover everything from budgeting and marketing to finding sponsors and speakers to reporting and analytics. 

What Does It Take to Plan a Conference?

The first key to success is to start early! But how long does it take to plan a conference? That’s like asking “How long is a piece of string?”–the answer varies in each unique case. 

Consider the size and scale of your conference to help you determine how much prep time you’ll need. A good rule of thumb is to begin planning a simple conference at least 6 months out and to give yourself a year to plan a large-scale conference with thousands of attendees. 

Now let’s look at the fundamental elements you need to consider when planning a conference:

A clear goal

What do you want to achieve with your conference? For example, conferences can provide attendees with valuable knowledge and networking opportunities, but they can also be a great way for your organization to promote your brand and generate leads.

So define whether the purpose is to educate attendees, provide networking opportunities, promote your brand, or generate leads. Start with a well-defined goal and the rest of your plan will unfold more easily.

Knowledge of your audience

Who is your audience, what are their needs and how should you tailor your conference to suit those needs? Answering these questions is critical to the success of your conference! 

For example, knowing how to plan a business conference is quite a bit different from knowing how to plan an association summit. Focus on communicating the benefits of your specific conference in a way that’s relevant to your audience, so you can maximize attendee registration and participation. 

A reliable team

Planning a conference is not a one-person show. Rather than attempting to plan an event on your own, bring together a team of professionals and volunteers you can rely on. 

Having a competent and diverse team is critical to your conference’s success. Make sure you understand the skills and experience of each member, assign tasks accordingly, and regularly keep each other updated on your progress!

A strong brand

Ensure your conference aligns with your organization’s branding—this includes your brand elements like logos, colors, and fonts as well as your messaging. A strong, consistent brand image immediately sets the tone for your conference and helps build confidence and trust in your brand among your attendees!

An event tech stack

Whether you’re hosting an in-person, virtual, or hybrid conference, tech’s going to play a crucial role. Choose the right event tech tools to help you streamline different aspects of planning and executing your conference, like registration, check-in, networking, panel discussion, and more.

How to Plan a Successful Conference : 15 Things You Need

Now that you’ve set up a good foundation for your conference planning,  Here’s a list of the 15 things you’ll need to pay attention to when planning a conference:

Your budget will dictate many of the other decisions you make about your conference—remember to establish a budget early on!

Marketing plan

Your marketing plan outlines how you’ll reach and persuade your audience to attend your conference. This might include digital marketing channels like email marketing, paid ads, or content marketing on your website.

Event apps and tech can help you with everything from registration, check-in, networking, and more!

Choose a venue that is the right size for your event and has the amenities you need, like A/V equipment and catering facilities. Make sure to have a venue map on display at the event (or in your app!) so attendees can find their way around.

Relevant sponsors can help offset the cost of your conference and provide value to attendees in the form of discounts, free products, or exclusive content. 

Exhibitor booths allow companies to show off or demo relevant products and services to attendees. 

Speakers are one of the biggest draws for attendees! Invite speakers who are experts in their field and can provide attendees with valuable insights. 

Workshop, panel, or breakout sessions

These are a great way to provide attendees with in-depth knowledge on specific topics while allowing attendees to interact with each other and network. 

Your agenda should outline the schedule of events, including speakers, workshops, and discussion panels, plus time for breaks and networking.

Event management system

An event management platform like EventMobi brings together many of the steps and tools you’ll need to pull off a successful event. This includes everything from designing a custom event app and simplifying attendee registration to post-conference surveys and analytics.

Registration system

Make sure you have a smooth and easy registration process set up! If you have a website for your conference, the registration form can be embedded on the event website. 

Badging solution

Whether you want a DIY badging solution, on-demand printing at your event, or pre-printed badges delivered in advance, it’s important to figure out badging logistics and choose a solution that fits your budget, event size, and timeline.

What type of check-in experience do you want to create for attendees when they arrive for your event? With the right technology, you can offer a range of hassle-free check-in solutions that get your attendees in the door in a flash–like self-service check-in kiosks or QR code check-in .

Foster attendee engagement with networking tools, gamification , live polls, surveys, and appointment booking.

Make sure you always look into post-conference analytics and reporting to know what’s working and what should be improved. 

Now that you have the overview, let’s take a look at the breakdown of these steps to planning a conference!

Step 1: How to Plan a Conference Budget

According to Knowland’s 2023 State of the Meetings Industry , increasing event expenses is one of the biggest concerns for event organizers! Effective conference budget management is essential to prevent financial surprises. Here’s a simple process to plan your conference budget.

• Set financial goals for your conference . Prepare a profit and loss budget and predict as accurately as possible if the conference will result in a profit, loss, or break even.
• Determine your fixed and variable costs . Fixed costs do not change based on the number of attendees and are calculated as a total amount. Variable costs change based on the number of attendees and are calculated on a per-person basis.
• Identify your sources of revenue . Examples include advertising, management fees, registration, sponsorship, etc.
• Create a conference budget proposal . This is a document or presentation you’ll put together to convince your stakeholders to sign off on. 
• Review and track your conference budget . Meet with your company’s accounting or financial officer to review your conference budget. 

For more details on planning a conference budget, check out our ultimate guide to event budgets . 

Step 2: How to Develop a Marketing Plan for Your Conference

With a strong marketing strategy, you can get your audience to not only take notice of your conference, but to actually register, attend, and participate! Here are a few tips for developing a successful marketing plan for your conference:

• Identify your target audience. Who are you trying to reach? Once you know your target audience and where they hang out, you can develop marketing messages that they’ll see and appreciate.
• Create a website for your conference. Your website is a central hub for all information about your conference! Be sure to include information about the speakers, agenda, venue, and registration process.
• Consider organic content marketing. Social media, blog articles, email —these are great ways to reach your audience and get them excited about your conference! 
• Run paid ad campaigns. Paid advertising can help you reach a wider audience and generate more leads for your conference. Consider running ads on social media, search engines, and other relevant websites.
• Measure your results. Keep an eye on which marketing channels are getting the best results. Which marketing campaign worked best with this audience? What should you do differently next time?

If you’re organizing a conference for your association, you can always fold your conference marketing plan into your association marketing strategy !

Step 3: How to Find & Secure a Memorable Venue 

Conference event planning always involves a choice of venue, ideally a memorable one! Before you start shopping around, make a list of your must-haves and nice-to-haves—that way, you know what you are willing to compromise on, and what needs to be available. This could include:

• Capacity to fit your expected attendee numbers
• Space for speaker sessions, breakout rooms, exhibitors, and social space
• Location, such as proximity to transportation and hotels
• Technical capacity and support
• Bookable equipment 
• Accessibility requirements, like ramps and accessible bathrooms
• Food and drink 

Not sure where to start looking for venues? Take inspiration from conferences held by other organizations in your space, or look at event listings in your area. Once you’ve narrowed down your options, reach out to your most promising options and compare quotes. Remember to ask about the following: 

• Whether the venue is available on the dates of your conference
• Whether they can fulfill all your must-haves
• Quotes for venue rental, as well as any additional costs for equipment or staff
• Any booking requirements, such as using their caterer or insurance 

That’s how to plan for a conference venue that meets all your needs! 

Oh, and if you’re wondering how to plan a virtual conference? Think about how you use your branding and event virtual space to make sure even your virtual venue makes an impression on your attendees!

Step 4: How to Secure Event Sponsors

Securing the right sponsors can make or break your event — and the right sponsorship levels can exponentially raise your chances of success!

To secure amazing sponsors for your conference, follow our tips:

• Come up with sponsorship levels . These provide potential sponsors with options to support your conference depending on the associated perks. You can even catch your sponsors’ attention with unique sponsorship level names !
• Create a sponsorship deck . This deck should outline the benefits that sponsors will receive, such as branding exposure, speaker opportunities, and access to attendees.
• Target the right sponsors . Identify companies that are relevant to your target audience and that would be interested in sponsoring your event.
• Reach out to potential sponsors early . This will give them time to budget for your event and give you time to develop a sponsorship package that suits them well.
• Follow up . After you have reached out to potential sponsors, be sure to follow up with them regularly to check in and answer any questions they may have.

Step 5: How to Find Speakers for Your Conference

Having the right speakers at your conference will captivate your audience’s attention and make your event truly memorable! Here are a few tips to help you book amazing speakers in no time:

• Be active in your space . By staying in the loop, you’ll know who’s making waves and who would make a fantastic addition to your conference.
• Look at past events . Review the speakers who performed exceptionally well at previous conferences. Past success could be a good indicator of a repeat performance!
• Survey attendees and members . Ask your attendees who they want to hear from. Not only does this generate ideas, but it also builds excitement for your event.
• Network, network, network . Never underestimate the power of a solid network. You never know where your next great speaker recommendation might come from.
• Post a call and advertise it . If you’re open to applications, post a call for event speakers and advertise it widely! 
• Local and industry publications . These sources often feature thought leaders and influencers. Plus, they could offer a wealth of topics and issues relevant to your audience.
• Partner recommendations . Partners can offer valuable insights and suggestions. They may know of great speakers who align with your event’s goals.

And if you’re still wondering how to secure a great speaker,  check out these tips on how to successfully find a speaker for your event ! 

Step 6: How to Plan a Conference Workshop, Session, or Panel

Conference workshops or breakout sessions are key to facilitating important conversations, networking, and skill-building! They break up the pace of the conference day and diversify the attendee experience. 

So how do you organize a conference session? Follow our tips: 

• Provide a framework or outline . This helps you share your goals for the session with attendees. Make sure participants know what’s expected of them—and how to time the components of the session.
• Appoint breakout leaders . Identify leaders before breaking into groups, or ask the groups to elect one amongst themselves. 
• Facilitate introductions . This is a great time for an icebreaker question, or even an activity if time permits! 
• Dive into the activity . The reason everyone’s here!
• Wind the session down . Provide some light guidance on how groups should wrap the session amongst themselves before returning to the main room.
• Reunite and share findings . Everyone will be eager to share what they learned! Have a plan for how best to discuss the conference breakout session once everyone’s come back together.
• Ask for feedback . Find a way to collect feedback efficiently (like through live polling) and implement those suggestions in the next session you host.

For more tips on how to plan a conference workshop that works for your audience, check out this list of 36 conference breakout session ideas .

Step 7: How to Plan a Conference Agenda

Your conference agenda , or your conference schedule, helps guide your attendees throughout the event. To create a conference schedule, make sure you include the following:

• Your organization’s name and details
• Conference topic and theme
• Agenda 
• Conference venue details
• Day, date, and time
• Speaker details
• Breaks and/or networking sessions

Consider the balance of your conference program and include a mix of keynote speakers, workshops, or panel discussions. Always remember to be flexible and test your agenda beforehand, including running it by your hosts ! Things don’t always go according to plan, so be prepared to make adjustments to your agenda as needed.

Step 8: How to Choose an Event Management Tool

The right event management tool can take a ton of pressure off your shoulders! Here are a few factors to consider when choosing an event management platform:

• Features : What features are important to you? Do you need a tool that can help you with registration, check-in, scheduling, and more?
• Budget : How much are you willing to spend on an event management tool?
• Onboarding and support : Does the tool offer onboarding and support? This is important, especially if you are not familiar with event management tools.
• Ease of use : How easy is the tool to use? You want to choose a tool that is easy to learn and use for both yourself and your team.
• Integrations : Does the tool integrate with other tools that you use, such as your CRM or email marketing software?
• Onsite/hybrid capabilities : Does the tool have the capabilities to support onsite, hybrid, or virtual events?
• Great reviews : Read reviews from other users to get their feedback on the tool. This can help you to make an informed decision!

Looking for an easy way to plan on-brand, on-budget conferences that your attendees will love? 👀 Book your personalized demo of EventMobi today! Book a Demo

Step 9: How to Run Event Registration Smoothly

A smooth registration leaves a great first impression on your conference attendees. Here are a few tips for running event registration smoothly:

• Choose a user-friendly registration platform . There are a number of event registration platforms available. Choose a platform that is easy to use and that offers the features that you need.
• Make it easy for attendees to find the registration page . Promote the registration page on your website and social media channels. You can also send out email invitations to potential attendees.
• Collect the information that you need . When attendees register, be sure to collect the information that you need, such as their name, email address, and affiliation.
• Send out confirmation emails . Once an attendee has registered, be sure to send them a confirmation email. This email should include important details about the event, such as the date, time, location, and agenda.
• Offer multiple payment options . Make it easy for attendees to pay for their registration by offering multiple payment options, such as credit card, PayPal, and invoice.

Step 10: How to Manage Conference Badging and Check-in

A smooth and efficient conference badging and check-in process helps you maintain a professional impression in your attendees’ minds. 

Here are a couple of tips to ensure your badging and check-in process is as smooth as possible:

• Create the ideal check-in experience.  Prevent long lines and wait times at the check-in desk with a check-in app or branded self-service kiosks!
• Set up multiple check-in stations . This will help to reduce wait times for attendees.
• Test your badging and check-in solution . Before the event, be sure to test out your badging and check-in tool to make sure that it is working properly.

One of the simplest ways to manage badging and check-in is by integrating with your event management platform! For example, EventMobi’s drag-and-drop Badge Designer lets you create custom, branded badge designs that you can choose to print yourself, send to a third-party printer, or have printed and shipped right to your door.

Step 11: How to Foster Engagement

Nobody likes a boring conference. With an all-in-one event management platform like EventMobi, there are endless ways to foster attendee engagement at your conference! Some examples include:

• Interactive tools and activities like live polls and surveys to keep attendees engaged and involved
• Group sessions to help attendees participate and network effectively
• Appointment booking for 1-1 meetings among attendees
• Live session chat and activity feed to keep everyone up-to-date
• Gamification during speeches, workshops, or breakout sessions to create a fun, exciting, and memorable experience for your guests

Step 12: Use Reporting for Your Event

Track and analyze your event data so you can measure the success of your conference and improve future events! 

With an event management platform like EventMobi, you can track data on attendance, interest, and action. Gain insight into which elements—video sessions, booths, networking activities, or games—were most valuable to your audience and use that knowledge to run future successful conferences.

Planning the Perfect Conference Starts Months in Advance

Conference planning is a complex yet rewarding journey. The strategy you choose and the decisions you make months in advance will shape your success on the event day. By following the tips in this conference planning guide, you can run successful conferences that inform, engage, and impress your attendees!

From huge conferences to smaller meetings, EventMobi makes event management simpler than ever. 🪄 Book your demo today! Book a Demo

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Conference Planning: A Step-by-Step Checklist for Success

Great Fundraising Events: From Experience to Transformation.

Conferences are an important part of professional development and business networking for all industries. Bringing people together from all around the world in the same industry to learn and share is essential for innovation. A successful conference can come in all shapes and sizes, from 200 people over a weekend to 15,000 for a week.

Bloomerang Volunteer has had the privilege of working with many conferences, some of which are the largest in their industry. Through this, Bloomerang Volunteer understands the complex logistical challenges and planning that go into setting up a conference for success. Planning a conference can be a large undertaking, but this step-by-step checklist will help ensure whatever you plan will be a success.

Table of Contents

Getting started: 8-12 months out, ramping up: 4-8 months out, building excitement: 1-4 months out.

• The Weeks Before Your Conference

After the Conference

There is a lot of planning that goes into an in-person conference event. That’s why it is so important to start your conference planning process well in advance. It is helpful to review your successes and shortcomings from your last conference and use that information to help inform your planning this time around.

Task #1 – Establish your goals and objectives.

To plan and execute an amazing conference or corporate event, you need to first decide specifically what you are trying to accomplish. Ask yourself what type of conference attendee you want to attract, as well as how you can make sure the conference relates to your brand. What kind of value do you want to provide, and which organizations and speakers would make ideal partners for your event?

In order to do this, you need to answer some basic questions:

• What do you want the takeaway to be?
• What will people learn from your conference?
• Who is your target audience?
• Does your event need to turn a profit? If so, what is that profit target?
• How much will tickets cost?
• What charitable work will your conference do?
• Where will your event take place?
• How many people will attend your event?

By answering these questions, you will begin to see a clear picture of your conference objectives and the foundational elements needed to make it a success.

Task #2 – Choose a format and theme.

Your conference’s format and theme will form the basis of your attendees’ and sponsors’ experiences at your conference. As such, you should choose a theme that will attract your target audience and shine the spotlight on your brand. Your theme should be apparent to attendees and coherent throughout the event.

Here are a few conference themes to spark some ideas:

• Destination Innovation
• Journey To The Top
• Partners In Progress
• Mission Possible
• Back To The Future

Once you have a theme to act as your guide, the next step in the conference planning process is to decide your conference format. There are so many event formats to choose from, and you can also combine formats to deliver a unique experience for your attendees.

Here are a few formats that you can incorporate in your conference:

• Large Seminars
• Industry Panel Discussion
• Workshop Session
• Round Table
• Speed Networking (Like Speed dating)
• Gamification Sessions

Whatever format(s) you select for your conference, it is important to consider what will make your event stand out from your competitors. The more memorable and impactful your conference is, the greater success it will have for years to come.

Task #3 – Set your budget.

Now that you have a clear idea of what kind of conference you will be planning, the next step is to establish a budget to make it all happen. There are so many line items that make up a conference budget so it is important to account for all of them and then some for incidentals along the way.

Establishing Your Fixed Costs

There are many fixed costs in conference planning that will inevitably make up the most considerable portion of your event budget. These costs are not typically affected by the number of attendees at your event — they are what they are.

Examples of fixed costs are:

• Event Venue
• Equipment (AV tech)
• Licenses and Permits

Establishing Your Variable Costs

There are a lot more variable costs than fixed ones when it comes to conference planning. Variable expenses are all the extra things that depend on your number of attendees, marketing costs, and all the extra touches that make your event unique.

Examples of variable costs include:

• Meals per attendee
• Marketing and advertising
• Social event cost
• Shuttle or transportation service
• Event staff & volunteer management software
• Print materials
• Giveaways and speaker gifts

Once you have a clear understanding of all the line items required to make your conference a success, you can begin to establish your conference budget. Don’t forget to allot some extra money for any last-minute expenses that come up along the way.

Now that you have a clear idea of what your conference is and all the activities you will have for your attendees, it’s time to start planning how you are going to deliver those incredible experiences.

Task #4 – Choose a location and set a date

There is no conference without a venue and date. So now it’s time to get that all sorted out so you can begin planning your logistics. A great conference needs a great venue. If you are new to organizing conferences, ask other organizers what venues have worked for them for past events.

When you have found a potential venue, ask yourself:

• Is this venue accessible?
• Is it close to suitable accommodations?
• Will attendees find parking easily?
• Is the size suitable for the audience size you imagine?
• Does the venue have availability for the preferred event date?

Most of the time, an event date is determined by a venue’s availability. However, if the date is more important than the venue, you will need to prioritize finding a venue that accommodates that date. Once you have your venue/location and date set, it’s time to rally the troops to make this event happen.

Task #5 – Recruit a team of volunteers

Every good conference needs a team of dedicated individuals to keep things running. Rather than hire an entire crew to do this for your conference, why not use volunteers ? Many attendees would love to volunteer some of their time for a reduced conference ticket, or students would love to participate if they’re looking at getting involved in the industry post-graduation.

Volunteers are an essential part of most of the largest conferences in the world. So why not try to recruit some help from motivated individuals. Bloomerang Volunteer management software has helped conferences recruit, schedule, manage, and communicate with volunteers.

Getting started is simple; you just have to create a custom branded volunteer sign-up form and post it to your conference website. From there, interested volunteers can sign up directly for shifts they are qualified to work.

Here is an example of how volunteer management software can make an impact:

“ Social Media Marketing World went from an event with only 50 staff to more than 200 staff. There were 4,500 attendees, more than 600 shifts worked, and over 4,000 hours worked. Event manager Jaci Feinstein summarized the experience by saying, “Bloomerang Volunteer is worth every dollar to be able to streamline and better manage, communicate, organize your volunteers. It allows you and your volunteers to focus on what is really important.”

Task #6 – Book speakers and vendors.

Now it’s time to book all those people and organizations that will make your conference a memorable experience. You have likely created a list of desired speakers and vendors for your event. Now it’s time to secure those people for your event.

Booking Your Speakers

You will want to secure a few keynote speakers that are well known, as well as other speakers who can offer their expertise to your attendees. Securing your main speakers is incredibly important because you can’t effectively build your event schedule and marketing plans without them.

Booking Your Vendors

Your vendors are the people who will ensure that attendees are comfortable, fed, and entertained, so you must select the best vendors possible. There are many vendors to secure for your event, from Wifi providers and caterers to equipment rentals and attendee software. It is important to keep track of each vendor’s contract and deliverables to ensure there are no surprises when they start work.

Task #7 – Search for sponsors.

Sponsors are a huge source of revenue to help offset initial event costs. Corporate sponsorship is a common practice for industry conferences; often, industry vendors will be looking to sponsor events. To attract sponsors, it is important to establish all the various events and material available for sponsorship and then create sponsorship packages for your team to send to your list of ideal sponsors.

Remember that sponsors should be getting measurable value out of their money, so make sure to include numbers in your packages. The more successful the event is for your sponsors, the more likely they will be eager to contribute more next year.

Now it’s time to get everyone excited about your event. This is when to start sharing all the amazing things you have planned for your event to attract attendees and more volunteers to your conference.

Task #8 – Build your website.

Many event producers will choose to build an event-specific website for marketing and attendee registration. Other companies will simply add event specifics pages to their existing corporate website. Whichever way you choose, all the information an attendee, vendor, or volunteer needs must be available and easy to find online.

Here are some core pieces of information you need on your website:

• Event date and location
• Key speakers and activities
• Ticket and registration portal with payment gate
• A volunteer page with online registration
• Vendor and sponsorship information

Task #9 – Promote your event.

Now it’s time to start promoting your event to your network and to your target audience. What makes your event stand out from the crowd? Take that unique sales proposition and use it as a core pillar in all your marketing efforts .

When creating your marketing materials, it is important to use your theme and brand to stand out and create material in any medium . For example, a video on social media and YouTube can go a long way but so can a great graphic in an email. The more you have to work with, the more channels you can market in.

In today’s market, it is very important to use multiple channels to market your event. Here are marketing channels to promote your event:

• Email marketing to your network
• Social media channels
• Industry publications
• Paid social ads

Be consistent with posting and make sure to drive people to your registration and volunteer signup forms. By spreading the word as widely as possible, you’ll get your conference in front of more people, directly impacting event attendance.

Task #10 – Draft a schedule.

As you fill speakers slots and seminar hosts, keep a draft version of your schedule. Your event schedule is a key tool for you and all your stakeholders, like vendors and volunteers . Your schedule will change, but as your conference approaches, it is important to make your conference schedule available so everyone else has to make plans around it.

The Week Before Your Conference

As your event approaches, it’s time to make sure everything is all in place, and everyone knows what they need to do to set up your conference and ensure its success. This phase of conference planning is critical and will require a lot of last-minute adjustments and patience. Everyone on your team as well as all your speakers, vendors, and volunteers must have all the information they need to their best work.

Task #11 – Send Final Reminders.

As the conference approaches, it is vital to ensure everyone is meeting important deadlines and milestones. This is when reminders communications come in handy for everyone. Make sure to keep people updated on your event’s progress and any changes that need to be made to the schedule.

As for your vendors, sponsors, and volunteers, you will need to be in contact with a lot during the last few weeks leading up to the event. Consider assigning a staff member for each group, and ask them to keep their group updated on all the information and changes that can affect their job. Good communications will ensure the event setup goes smoothly.

Task #12 – Give your volunteers the final rundown.

Now that you have assembled an amazing team of volunteers, it’s important to equip them with all the training and tools they need to thrive. Volunteers should be trained on general safety regulations and receive specific training concerning the roles and responsibilities they will be tasked with during the event.

This is the time to ask your volunteers to download the volunteer app from your volunteer management software to access their personal volunteer schedule and event documents. This app should also allow them to check-in to shifts and communicate directly with their supervisor. Your volunteers are the people that will be the face of your event, so the better equipped they are, the better they can ensure your attendees have a great experience.

Once your conference is over, there are still some things to accomplish to ensure you set up next year for success. It is so important to document and track all the successes you had and any shortcomings that arose during your event. The more you learn, the more you can improve.

Task #13 – Survey your audience.

There is no way to tell if your attendees had a good time without asking them. This is when an online survey can help you learn how your event did. Create an online survey that asks questions about specific topics like location, food, session and speakers, and general feelings about your conference. All the problems in your survey should help you better understand how you can improve your event.

The survey should be distributed no more than a day or two after your conference. You want to ensure that your event is still fresh in everyone’s mind to collect the most accurate information possible.

Task #14 – Share any follow-up resources.

There was a lot of information and resources made available to your attendees throughout your conference, but some of those resources may inevitably be lost or forgotten. Make sure to share any event-specific resources and videos with your attendees through email and social channels shortly after your conference. You naturally want everyone to receive the maximum value from your event, so this extra effort can go a long way.

Now it’s time for you to start planning a fantastic event. This article should simply act as a jumping-off point for your conference planning. Bloomerang Volunteer can help you deliver a specular conference by helping you build an outstanding team of skilled, loyal & committed staff and volunteers. To learn more, click here to take a tour or explore the list of resources below.

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Conference Planning Template

Planning a conference or other large-scale corporate event is a huge undertaking. With so many details and logistics to keep track of, it’s important to have a well-crafted plan to ensure all the steps come together smoothly—from pre-event planning to post-event review. 

These conference planning tips will guide you through the process so you can plan and produce your next corporate event with confidence. Use our free conference plan template to save time and effort and get your plan off the ground more quickly.

Benefits of using a detailed event plan for your conference

If you’ve managed an event before, you’ve surely created some kind of plan or to-do list for all the work needed to pull off the event. But maybe you never built out a comprehensive conference timeline you could easily track and collaborate on with your team and stakeholders. 

Here are just a few ways having a detailed conference planning timeline benefits you:

• Track production from pre-planning to post-event: Accurately determine when each task needs to be done and stay on top of progress to ensure deadlines don’t fall behind. 
• Keep scope and budget in check : See what the event calls for ahead of time so you can prevent last-minute surprises from causing scope creep and budget overages.
• Communicate clearly with stakeholders : Keep stakeholders informed about progress, and set clear expectations for their role in approvals.
• Improve team collaboration and accountability : Clearly define who’s responsible for what so there’s no confusion, and keep communication flowing among team members at every stage of conference planning.
• Proactively monitor and mitigate risk : Account for inherent risks up front, and spot and address issues before they throw your conference timeline off track.
• Feel less stressed and more confident about your event : Rest easy knowing exactly what needs to happen when for your event to go off without a hitch. 

How to create an event plan for your conference

No two conferences are the same. But most large-scale corporate events share the same core activities, even if the specifics differ.

Let’s break down 5 major phases you’ll want to include in your conference plan.

Pre-event planning

Yep, even your planning needs a plan. 😊 The pre-planning phase provides a solid foundation you can build the rest of your event plan on. 

So before diving into logistics, nail down core conference info, such as your target audience, event budget, and general program. If you need any approvals to move forward, be sure to account for the time it may take to secure these in your plan. 

The logistics phase includes all the key activities that essentially make your event. It’s likely where you’ll spend the bulk of your time, effort, and resources as you lock in event details, negotiate contracts, and secure vendors, entertainment, and services for your event.

Event communications

Large-scale corporate events like conferences and trade shows require consistent communication that’s on point and on brand. They also need to be promoted across a variety of channels, such as an event website, social media accounts, email, paid ads, and PR. 

You can track and manage all these communication efforts in your event plan to ensure word gets out right on schedule. This makes it easy to keep everyone in the loop so nothing falls through the cracks.

Want to dive even further into event promotion? Check out our event marketing and promotion template .

Ticket sales

A key success metric for your event will most likely be ticket sales (or registrations, if your event is free). It’s important to properly price tickets and carefully monitor sales (or registrations) so you can adjust your strategy as needed along the way. For instance, you may need to extend your early-bird pricing window or beef up ad spend to hit your sales goals.

Post-event wrap-up and review

A big-budget event will require follow-up with everyone who had a stake in the event. Here are some questions you’ll want to discuss as a team:

• What went well? What didn’t? 
• Did the event stay on budget? 
• What was the net profit?
• How many tickets did we sell? How many people actually attended?
• What were the common themes in attendee feedback?

Capture any important notes or plan adjustments as you go. For instance, you might document why something got delayed or went over budget. That way, you can easily reference takeaways and use lessons learned to build a tighter plan for your next event.

Free conference planning template

We created a free conference plan template you can use to plan your next big event. It’s a perfect base to build upon if you want to get a quick start on planning. 

Feel free to customize the template to fit your event’s unique needs. It’s flexible enough to adapt to any large-scale corporate event, whether you’re planning a conference, trade show, or festival. You can use this template to: 

• Easily schedule event tasks with simple drag and drop functionality
• Create new tasks and milestones specifically for your custom event
• Track progress on your event tasks

Let’s dive into some other helpful ways to use this corporate event planning template.

Sample conference plan

A conference plan is your first step to event planning success. Let’s look at a few examples of how you can use our conference planning template to plan and manage corporate events in TeamGantt.

View your conference plan as a gantt chart

Get the most out of your conference plan by viewing it as a gantt chart—a visual timeline of the tasks in your plan. This format is great for scheduling out tasks and making sure everything comes together correctly across your plan.

Create dependencies between tasks

Sometimes one task needs to happen before the next can begin (like preparing an event proposal before it can be approved, as shown in the example below). Dependencies ensure tasks always happen in the right order, even if you move things around. 

Assign tasks to users

Invite team members to your conference plan, and assign them to the tasks they need to work on. It’s an easy way to keep everyone in the loop on their role in making the event a success. 

Task collaboration and document storage

With TeamGantt, your important files and conversations can live in a single place. Attach documents such as quotes, proposals, budget spreadsheets, vendor contact info, and more! Use comments to communicate updates and collaborate with team members on all the hard work that goes into a corporate event.

View your conference plan as a calendar

Want to transform your event plan into a calendar? Simply select Calendar in the top navigation bar of your plan. This format allows you to get an intuitive look at how tasks stack up on any given day, week, or month. 

View your daily My Tasks list

This simple view makes it clear to see what you need to work on each day. It pulls in all the tasks you’re assigned to across projects, which can be super-helpful if you’re running multiple corporate events. No more digging through emails or Excel spreadsheets to plan your daily to-do list!

Plan your next big conference with TeamGantt

Ready to start planning your next corporate event? Use our conference planning template in TeamGantt, and save time on project setup!

Customizing the template is quick and easy, thanks to TeamGantt’s drag and drop simplicity. And since everything’s online, your whole team can collaborate on activities in real time.

Sign up for a free TeamGantt account today , and get access to event planning templates—plus many more helpful project templates—in our library . 

Don't bother with copy and paste.

Get this complete sample business plan as a free text document.

Global Event Planning Business Plan

Start your own global event planning business plan

GlobeSpan Meeting Planners, Inc.

Executive summary executive summary is a brief introduction to your business plan. it describes your business, the problem that it solves, your target market, and financial highlights.">.

GlobeSpan Meeting Planners, Inc. (GlobeSpan) will be formed as a company specializing in the representation of meeting planners from all industries. The founders have over 17 years experience in the hospitality industry working with both domestic and international meeting planners. GlobeSpan will allow the founders to utilize their expertise with meeting planners while working with hotels and resorts across the globe.

GlobeSpan Meeting Planners will partner with HelmsBriscoe, the industry’s largest and finest meeting and conference resource firm thus placing a full service meeting operational division at GlobeSpan’s disposal.

1.1 Mission

It is the mission of GlobeSpan Meeting Planners to be the top producing member of the HelmsBriscoe meeting planning alliance by providing the highest quality service to our clients. By providing a total meeting resource including hotel/resort site searches, rate and contract negotiation, as well as recommendations for complete event planning, on-site management, airline assistance, and cruise assistance at no cost to the client, GlobeSpan becomes a time-saving “one-stop shop.” GlobeSpan is a perfect, no-cost alternative to the hassle of in-house meeting planning. GlobeSpan will be compensated by the hotels/resorts, and by the complete event planning/airline/cruise assistance offered by HelmsBriscoe’s Resource One at the rate of six percent of gross revenues generated, paid in commission. GlobeSpan provides an easy, valuable alternative for its clients, and a flexible work environment with equitable compensation for its founders.

1.2 Keys to Success

There are four key elements we will accomplish to succeed:

• Utilize the unique expertise of both owners to offer increased value to the client.

1.3 Objectives

• To completely repay small business loan of $50,000 by July 1, Year 4.

Business Climate

GlobeSpan Meeting Planners is a knowledge-based small business start-up on the cutting edge of what has been deemed the “new economy” by The Wall Street Journal . Selling expertise, they go on to say, is the basis of the present and future economy. Start-ups are growing at three times the rate of the national economy. In addition, The Wall Street Journal states “creativity is overtaking capital as the principal elixir of growth.” Cognetics, a business information tracking firm, calls the surging significance of small to mid-sized businesses the economy, stressing the significance of this new segment of businesses.

Additionally, in a recent study by Credit Suiss First Boston, knowledge is now acting as a substitute for physical assets for the new businesses. They are also quoted as saying “in a knowledge-based economy, there are no constraints on growth.” These are all excellent indications that the economic foundation is strong for the launch of GlobeSpan.

Specifically, the $100 billion meeting industry is strong and GlobeSpan will be a profitable player within the industry.

Company Summary company overview ) is an overview of the most important points about your company—your history, management team, location, mission statement and legal structure.">

GlobeSpan, in strategic alliance with HelmsBriscoe, will provide a time-saving and valuable event planning service to companies who have a lack of destination/meeting planning knowledge, are understaffed or unable to take on the time consuming task of site selection/meeting planning, or want to take advantage of our free expert site selection. With hotel/resort partners worldwide, as well as cruise/air/production/program planning partners at Resource One, the best fit for the clients’ needs will be found while generating maximum revenue for GlobeSpan.

3.1 Company Ownership

GlobeSpan Meeting Planners, Inc. will be a privately held Arizona S corporation based in Goodyear. The company is currently in the process of filing for incorporation with the Arizona Corporation Commission. The owners, Tracey Latkovic, former Director of sales of a major Arizona resort, and Kerry Feltenberg, former director of catering/conference services of a major Arizona resort, will have equal shares in the company.

3.2 Start-up Summary

Start-up costs are $4,800 and will be financed by the owners. An additional $50,000 is needed to cover the first six months of client searches. The following chart and table outline the assumed distribution of expenses, assets, investment, and loan liability.

3.3 Company Locations and Facilities

The company will be located in Goodyear, Arizona, with a second office in Avondale, Arizona. The owner’s home offices will be linked electronically to ensure real-time communication.

GlobeSpan Meeting Planners does worldwide hotel/resort searches, and provides recommendations for those which best match the client specifications free to the client, as GlobeSpan is compensated by the hotel/resort. Additionally, GlobeSpan refers clients to Resource One to provide in-depth meeting planning, production, airline, and cruise assistance.

4.1 Service Description

GlobeSpan plans to provide two basic services to its clients:

• Other Services : GlobeSpan will take advantage of the strategic alliance with HelmsBriscoe’s Resource One and have available all of the resources of a large meeting company. GlobeSpan will recommend airline and cruise bookings, management of hotel room blocks, and full-service meeting production. GlobeSpan will be compensated by HelmsBriscoe by commission on a per program basis.

4.2 Competitive Comparison

There are three categories of competitors, all of which have distinct weaknesses compared to GlobeSpan Meeting Planners:

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• Small “mom and pop” competitors, which are solely owned and operated by one individual, offer site searches to the client. GlobeSpan has the advantage over this type of company by offering a more professional service to the client and the buying/full-service power of the HelmsBriscoe alliance.

4.3 Sales Literature

As part of the benefits of the alliance with HelmsBriscoe, a full-color brochure describing the business with client testimonials, as well as a four-1/2 page color insert describing the features and benefits of the site selection service will be provided by HelmsBriscoe to GlobeSpan. Additionally, four inserts, each four-1/2 page color, describing Resource One, Housing Solutions, Cruises, and Air Partner, will be provided by HelmsBriscoe to GlobeSpan.

Letterhead, with our logo is also provided by HelmsBriscoe, will be used to send customer-specific sales letters and tailored proposals. Shell sales letters and client proposals will be established. Request for proposal letters with an area for hotels/resorts to acknowledge payment of commission will also be established.

Online “brochures” will be created to email to clients. A regular monthly newsletter will be created to email to clients as a reminder of services offered.

All collateral pieces will convey the features, benefits, value, service, and professionalism of GlobeSpan Meeting Planners.

4.4 Fulfillment

We will fulfill the clients’ needs by dividing tasks based on the area of expertise of each owner.

First, by providing professional salesmanship, customer service and follow-up based on the specific needs of the client.

Second, by providing detailed, knowledgeable interaction with the hotels/resort to match them with client needs, as well as understanding and recommending additional services such as air, cruise, production, room block management, etc.

4.5 Technology

Technology is essential to today’s meeting planner. GlobeSpan Meeting Planners will stay on the cutting edge of technology.

• Other Technology . Utilizing communication advantages such as Caller ID, call forwarding from office telephones to cellular telephones to ensure every call is answered, and a message system which allows callers who receive a message to page an owner for an immediate response. Additionally, the two home offices will be linked to ensure both calls and the database can be accessed in both places.

4.6 Future Services

Future plans for expansion have been discussed, and include the marketing of materials/books to meeting planners on the “how to’s” of event planning and selling those materials, both online and by offering “seminars” to promote the information.

Also, in the future, GlobeSpan may offer on-site lead conference management either alone or in conjunction with Resource One.

Market Analysis Summary how to do a market analysis for your business plan.">

From the past experience of GlobeSpan Meeting Planners’ founders, small- to mid-sized companies that are not located in major metropolitan areas (i.e suburbs, smaller cities, rural areas) are not primary targets for other event planning companies and hotel/resort chains, and in general, are more receptive to solicitation. Therefore, these areas will be targeted.

Additionally, strategically focusing on companies who have not been represented by meeting planning firms or utilized meeting planning search firms in the past should bring us new clients.

Those who have a need for event planning services are companies with a lack of hotel/resort/destination knowledge, no on-site meeting planner, and/or no time to concentrate on site search details.

5.1 Market Segmentation

Some potential client profiles are as follows:

Corporate In the corporate segment, internal corporate meeting decision makers range from designated meeting planners, to administrative assistants, to company presidents. These potential customers are planning corporate group (10 or more rooms) meetings which range from small board to national sales meetings and can range from one to several hundred meetings per year. The corporate window for event planning can be as little as one month to as long as several years.

Incentive Incentive planners are a subgroup of the the corporate segment specializing in reward-based high-end group travel. Again, the decision makers can vary from office to office. They plan group incentive trips to, generally, resort destinations which can range from the top ten company executives to several hundred sales personnel. Typically, the window for incentive travel is between three months and one year due to the “qualification” imposed by the company on the personnel to attend the meetings (i.e. meeting sales quotas, hitting budget, etc.).

Association Associations, according to their by-laws, must typically have a specific number of meetings per year. Thus, the association planner’s calander is set years in advance. Usually, an association will have a few board meetings and one or more large conventions/trade shows per year. The potential customer is typically an on-site meeting planner, the executive director or the entire board.

Social/Military/Educational/Religious/Fraternal (SMERF) This market segment, sometimes referred to by its acronym SMERF, represents events which are planned by designated individuals who may be somewhat unfamiliar with meeting planning, such as social committee members, military personnel, teachers, pastors, or fraternal organization officers. This market segment’s meetings are typically mid-range to low budgeted events (usually due to the diverse economic status of the members and the need to avoid excluding any attendees due to costs).

5.2 Service Business Analysis

GlobeSpan is a meeting planning resource firm. Third party companies, as they are commonly referred to by hotels and resorts, consist of firms who represent a small group of specific hotels/resorts, and mega meeting/incentive “houses,” which provide full services including airfare, housing, and on-site program administration, as well as large and small site search firms.

Due to the strategic alliance with HelmsBriscoe, GlobeSpan Meeting Planners, Inc. will be instantly recognizable to meeting professionals as part of the hospitality industry’s largest and finest meeting and conference resource firm. We will have the challenge of establishing ourselves with customers as a “client advocate,” not a hotel/resort representative, and separate ourselves from the mega-firms by the quality of personal service we offer.

5.2.1 Business Participants

The business presence in the third party portion of the meeting industry breaks down largely as follows:

Mega Meeting/Incentive Houses Advantage: These companies offer full service, from airfare to post-program follow-up, and offer the leverage and buying power of a large company because they have “preferred” vendors with whom they do large volume. Disadvantage: These companies are so large, they offer very little “custom” service for the client. Timely follow-up is always a concern when utilizing a very large company. The client will have many contacts for different services within the company. These companies often advocate the “preferred” vendors with whom they do more business than the actual client.

National Site Search Firms Advantage: These companies offer a time saving service to the client and are able to research any hotel/resort worldwide. Disadvantage: Many of these firms have become so large that the individual sales contact does not even remember which program from which client he/she may be working on at a given time. A resort may follow-up to propose a better offer for the customer, and the sales contact does not have the time or care to do any more than provide the initial information to the client. These companies are limited to site searches and can offer no other event planning assistance/value to the client.

Small Site Search Firms Advantage: These companies can offer good customer service and timely follow-up to the client. Disadvantage: These companies are so small and independent, most do not have the knowledge to offer the correct assistance to the client. Additionally, they do not have any leverage/buying power with hotels/resorts and lack a network of associates to offer any other information than what is presented by the hotel/resort salesperson to the clients.

5.2.2 Competition and Buying Patterns

As previously mentioned, the Professional Convention Management Association reports a rising trend to use third-party services. Planners are choosing that route for various reasons. They are finding that mergers within the hotel/resort industry are creating a more profit and less service-oriented business climate. Third-party planning companies are chosen to provide expert advice/recommendations. Overall, in the competitive atmosphere of third-party companies, there are several reasons why certain companies are chosen over others:

• Personal Service. Potential customers do not want to feel like they are one of many other clients. They want personalized service.

5.2.3 Main Competitors

GlobeSpan’s competitors include:

Note: All competitors names have been removed for confidentiality.

5.3 Target Market Segment Strategy

Prospecting is the key to success. We must consistently bring in new customers to use our site selection service and who we can potentially upsell our other alliance services. To increase the success of prospecting, we must create targeted lists which fit the criteria of a future client. These lists will be compiled utilizing resources available to GlobeSpan Meeting Planners including, but not limited to, the Official Meeting Planners Guide, Meeting Planners International Directory, Executive Women International Resources, etc.

After ascertaining a potential customer by prospecting, we must follow though with efficient site recommendations based on the exact client needs, and always remember to upsell the additional client services to add value to our services for the client and increase possible revenues.

5.3.1 Market Growth

The growth potential in the meetings industry is strong. Currently, over $100 billion is spent annually on meetings, according to MeetingNews. In a study by Deloitte & Touche, conventions, expositions, meetings and incentive travel is listed as the twenty-second largest contributor to the gross national product. This spending is expected to grow between 2.9-4.2% per year, according to the Convention Liaison Council.

All indicators seem to predict growth within the meeting planning industry. In the Convene Magazine 8th Annual Market Survey, 89% of meeting professionals reported flat or increased meeting attendance expected for 1999 versus 1998. Likewise, PriceWaterhouseCoopers reported that upscale and full-convention hotels recorded over 70% occupancy in 1999, versus the average of 64.5% occupancy reported in 1997.

Growth within the corporate, association, incentive and SMERF market segments are conservatively estimated to grow at a rate of three percent, two percent, and three percent, and remain flat, respectively over the next few years.

5.3.2 Market Needs

Our target potential clients have a need for assistance in meeting planning/hotel/resort/destination expertise. They are looking for no-cost time saving options to allow them to prioritize other company tasks for which they are responsible. They have a need for a “silent” partner (GlobeSpan Meeting Planners) which will make them “look” better to their company. They range from secretarial level to company president and have the same information gathering and time-saving needs for different reasons. Those employees responsible for meeting planning want you to communicate with them on their terms. They require whichever mode of communication is most comfortable for their busy schedule, including email, fax, telephone, cellular telephone, messaging, and paging options. They want buying power with hotels/resorts, preferential treatment with their dates/patterns, knowledge of all destinations worldwide, and efficiency in the presentation of site search findings.

Within the target marketing segments, corporate, association, incentive, and social/military/educational/religious/fraternal (SMERF), the following situations may exist, creating a need for the services offered by GlobeSpan:

• Meeting Planners who need to concentrate on internal meeting content and have little or no time to complete the time consuming task of site selection and/or airline coordination, on-site production, hotel room block management, etc.

5.3.3 Market Trends

More meetings are being planned by key corporate industries, such as the pharmaceutical, medical, automotive, financial, high technology and e-commerce industries, largely due to the success of these industries in the current bullish economy. Thus, a need to outsource some of the work associated with that increase. Additionally, associations are seeing an increase across the board in membership participation making industry meetings larger and more complex.

Strategy and Implementation Summary

GlobeSpan, with our strategic alliance with HelmsBriscoe, will offer the great customer service of a small company; yet, offer the services of a big company to our clients. With aggressive prospecting, follow-up, and attention to detail, GlobeSpan will exceed the needs of the four target market segments. We will develop our niche market–those clients needing a “silent partner” to save them time and offer intelligent solutions–by targeted sales and service. We will commit to a consistent “review and change” process by which we can anticipate the needs of the marketplace and implement change to stay competitive.

6.1 Competitive Edge

There are several competitive edges that GlobeSpan Meeting Planners has over its competitors. First, over national representation firms, GlobeSpan has the freedom and ability to present any hotel/resort as a solution to the customer, we are not restricted to a few retainer hotels/resorts. Second, we can offer the services of a big company but are still small enough to offer great customer service to the fastest growing segment of businesses–small-to mid-sized. Third, while national site search firms are limited to just finding a destination for the customer, through our alliance with HelmsBriscoe’s Resource One, we have the ability to help with all aspects of the meeting, as well as offer assistance with airfare and cruises. Fourth, although small search firms can only offer limited knowledge and service, our alliance with HelmsBriscoe allows us access to over 180 associates and databases detailing the experiences at each destination.

Overall, GlobeSpan will offer the best of both worlds–small-company service with big company expertise.

6.2 Marketing Strategy

The owners’ 17 years experience in the industry will bring a wealth of contacts with whom to build a network of referrals. We will utilize the marketing materials offered by HelmsBriscoe as a foundation, and build upon the quality letters, proposals, newsletters and reminder cards. We will be able to market like a small company with big company clout. We will benefit from the national marketing efforts of HelmsBriscoe, such as national advertising, national partnership marketing with hotels/resorts, Web marketing such as HotDateHotRates.com, HelmsBriscoe.com, HBMeet-Market.com, FirstOptionHB.com, the HelmsBricoe quarterly newsletter, and several international industry events per year, such as the Industry Summit.

6.2.1 Promotion Strategy

GlobeSpan will consistently ask clients for referrals and will keep in contact with customers by direct mail to update clients with new information and reasons to utilize our services. We will concentrate on complete client trust and strive to exceed client expectations, which will ultimately cultivate repeat business and increase referrals.

6.2.2 Pricing Summary

GlobeSpan Meeting Planners will offer its services free of charge to the client. From the property in which the client books the meeting, GlobeSpan will receive a 10% of total rooms revenue commission. Between three and four percent of this commission will go to HelmsBriscoe in return for the services described herein. The total commission for the company will break down as follows:

Although it does not seem like a large jump, for example, one percent commission on $10 million would translate to $100,000 for GlobeSpan. So it does add up significantly as our revenue numbers grow.

6.2.3 Marketing Programs

Our marketing programs for the first five months of operation are listed in our milestones chart. Specifically, we intend to get the word out with direct mail. All other national marketing efforts will be handled by HelmsBriscoe. At the end of the five months, we will re-evaluate our position based on meeting/exceeding our sales forecast and will make adjustments for the next six months accordingly.

6.2.4 Positioning Statement

For those companies, associations, and organizations who need time-saving, reliable, honest, and intelligent assistance with site searches and meeting planning, GlobeSpan can provide the timely follow-up, integrity, advocacy, and custom solutions of a small company while offering the leverage, technical and meeting destination knowledge of a big company. Unlike the national representation firms, GlobeSpan is not on retainer with specific hotels/resorts and, therefore, can offer objective solutions to the client’s custom meeting needs.

6.3 Sales Strategy

The features of GlobeSpan, combined with it’s no-cost service to the client, will assist in closing sales. We must stress to the client that our commission will not increase the price paid by the client to the hotel/resort and ensure the hotels/resorts utilized are consistent with this promise. To ensure future sales, we must have incredible follow-up and personalized customer service. We must create so much value in our service that planning a meeting without us would be viewed by the client as a mistake.

6.3.1 Sales Forecast

Our sales forecast in the appendix of this plan details our anticipated commissions. This is a very conservative estimate based on the actual history of sales of one of the owners. Please note the plan outlines the quarterly nature of corporate sales (our major segment) and tends to be lower during the beginning of a quarter (January through March would be one quarter) and heavier toward the close of the quarters. We anticipate no referral commission at first, however, we do anticipate that that commission will slowly and steadily increase over time.

Example: To achieve a $3,000 commission in month one, we are anticipating closing $50,000 in rooms revenue or approximately one contract at, for example, 75 rooms for four nights at a rate of $175 actualized in August. This would yield a $3,000 commission which is 6% of $50,000. The rest of the forecast is figured with the same reasoning.

6.3.2 Sales Programs

Our sales programs for the first five months of operation are listed in our Milestones chart. Specifically, we intend to qualify our customers utilizing industry directories such as the Meeting Planners Guide and other relevant resources, create planner specific letters and proposals based on each segment’s different needs, follow-up with telephone solicitation and personal letters and perform future follow-up in the form of friendly direct mail and telephone calls. At the end of the five months, we will re-evaluate our position based on meeting/exceeding our sales forecast and will make adjustments for the next six months accordingly.

6.4 Strategic Alliances

We will form a strategic alliance with HelmsBricoe Performance Group. This alliance will allow GlobeSpan access to many helpful items:

• By utilizing the “permission marketing” of HelmsBriscoe, GlobeSpan is immediately recognized as the country’s largest meeting and conference resource firm. No introduction or start-up advertising is necessary.

6.5 Milestones

The following table offers our benchmarks for success. GlobeSpan has assigned each task to an owner and have very specific completion dates for each task.

As demonstrated, we are focused on marketing and sales. By ending the milestones in January, we are demonstrating a business philosophy–constant evaluation and change for the better. It is our intention to spend a week every six months thinking and evaluating the current status of our business and designing a new milestone charge for the future, which integrates our successes and creates new ideas for the future.

Management Summary management summary will include information about who's on your team and why they're the right people for the job, as well as your future hiring plans.">

The owners of GlobeSpan Meeting Planners have over 17 years of experience in the hospitality industry. With the knowledge of all aspects of event planning, from initial hotel contact to final hotel billing, we offer a solid base of information from which the customer can draw. The founders of GlobeSpan have worked with many potential planner customers already on the resort side and have demonstrated competence in meeting site selection and planning.

We will rely on Resource One to outsource any upsold services such as air/meeting development/program administration/destination management/production/on-site negotiations. Uniquely, GlobeSpan will earn commission on this outsourcing and it will provided at no charge to GlobeSpan.

7.1 Organizational Structure

The two owners will divide the responsibilities of the business. While both will decide on major company matters, the day to day operation will be divided into two major sections:

• Hotel/resort contact, site selection and upsell of additional services.

Administrative work will be divided equally as necessary among the owners with a part-time administrative staff position becoming available as soon as deemed appropriate by both owners to free the owners for direct client/hotel/resort contact.

7.2 Management Team

GlobeSpan is committed to sales and service. Tracey Latkovic, former director of sales of a major resort, has taken on the sales role within the company. Kerry Feltenberg, former director of catering/conference services of a major resort, has taken on the service role within the company. This leaves no expertise out and provides a solid foundation for GlobeSpan.

Kerry Feltenberg reached executive level at [confidential], one of the most prestigious resorts in the nation, as director of catering/conference services. Her education includes the designation of CMP, certified meeting professional, which requires ongoing education, publication of articles in industry journals and public speaking engagements. A very successful professional, Kerry adds former President of Executive Women International to her list of achievements.

Tracey Latkovic is the former director of sales for [confidential], responsible for a five year personal achievement of over $21 million dollars in room sales. Her education includes a bachelor of science in aeronautical engineering with a minor in mathematics. She has been honored by Today’s Arizona Woman Success Magazine as one of the Top Ten Women in Business and Industry.

7.3 Personnel Plan

The table below outlines our payroll for the owners over the next three years. In year one, we are planning on a modest salary of $4,000 per owner per month to cover existing living expenses. This salary will increase a modest 4.8% in fiscal year 2002 and again a modest 4.8% in fiscal year 2003. We feel our dividends from growth will supplement our income in year two and three. The detailed monthly personnel plan for the first year is included in the appendix.

Financial Plan investor-ready personnel plan .">

As a service or knowledge-based corporation, GlobeSpan Meeting Planners, Inc. will begin with very little start-up costs, and one long-term loan to allow the owners the ability to establish the company. As indicated on the following charts and tables, GlobeSpan will grow to need fewer funds over time to maintain growth. By year five, GlobeSpan will be completely debt-free and working with nearly the same overhead as it did on day one.

8.1 Important Assumptions

The following table of General Assumptions outline our conservative general assumptions on an annual basis. A monthly outline of the important assumptions is included in the appendix. Overall, we are assuming the forecasted business climate as outlined in the Business Climate Section will remain steady. Additionally, we assume our strategic partner, HelmsBriscoe’s positioning within the industry will continue to grow.

8.2 Key Financial Indicators

GlobeSpan shows, in the Key Financial Indicators chart which follows, three Benchmarks: Sales, Gross Margin, and Operating Expenses. We expect sales to grow steadily over the next three years while our gross margin remains unchanged and our operating expenses only rise slightly over the next three years.

8.3 Break-even Analysis

The following chart and table summarizes our monthly break-even analysis, with fixed costs at approximately $10,200 and commission needed at the same to break even.

8.4 Projected Profit and Loss

GlobeSpan’s projected income statement is shown in the following table. We show a conservative first year with approximately $120,000 in commissions; however, this grows to over $170,000 in 2002, and over $280,000 in 2003. With relatively low operating expenses, our net profits nearly quadruple in the second year, and almost double in the third. We have offered a detailed monthly outline of income in the appendix.

8.5 Projected Cash Flow

As demonstrated by the Projected Cash Flow Chart below, GlobeSpan’s cash balance is healthy, with our projected cash flow being negative for our first few months and then a slow recovery during the remainder of the year. Our net cash flow for fiscal year 2001 is -($21,600) with our cash balance at $28,000. Significant to note, in year one our long-term borrowing repayment will amount to over $12,800. A detailed monthly cash flow analysis is provided in the appendix.

8.6 Projected Balance Sheet

GlobeSpan has planned for success as outlined, this is evident in the projected balance sheet below. Our net worth will be a -($11,800) in year one to almost $127,000 in year three. We have outlined monthly estimates in the appendix.

8.7 Business Ratios

GlobeSpan’s projected business ratios are illustrated in the following chart. It is noteworthy that our net working capital will quadruple by year three and our debt to net worth ratio shrinks to an impressive 0.57 by year three. We look forward to healthy ratios for profitability, risk and return. The final column, Industry Profile, contains ratios based on the personal services industry, as defined by the Standard Industry Classification (SIC) Index code 7299.

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Conference Planning Checklist: The Ultimate Guide To Success

Many things go into planning a great conference. Conferences cost money to execute, and if you are like many event planners, you probably got funded by sponsors. Aside from personal losses, you lose credibility with stakeholders when conferences fail. When the stakes are high, like in this scenario, the only acceptable outcome of your conference must be a success.

Therefore, your conference planning needs a tested and trusted template for success. Our conference planning checklist is the ultimate guide to ensure a successful outcome for every party involved.

The outstanding feature of our ultimate conference planning checklist is that it separates the planning stages into the pre-event, ongoing, and post-event phases. While the pre-event and ongoing phases of conference planning help you plan a memorable event, the post-event phase allows you to gather data for planning next year’s conference.

• Introduction

Conference Planning Checklist: The Different Stages

The pre-event planning stage.

• The Ongoing Stage 4.1 Step 1: Select a Theme for the Event 4.2 Step 2: Envision the potential experience that your attendees will have 4.3 Step 3: Appoint a team and delegate roles 4.4 Step 4: Decide the date, venue, and budget 4.5 Step 5: Book the right venue 4.6 Step 6:  Go in for a  conference technology that works best for you 4.7 Step 7: Arrange for speakers 4.8 Step 8: Make arrangements for all that you need 4.9 Step 9: Plan a Conference agenda 4.10 Step 10: Look into the promotional aspect of the event 4.11 Step 11: Make last minute preparations within the budget 4.12 Step 12: Stick to the timeline
• The Post-Event Planning Phase

Key Takeaway

Let’s look at the different stages of conference planning and the role they play in making your conference a success.

The different stages of conference planning can vary depending on the size and scope of the conference. Conference planning typically involves:

a) Defining the conference goals b) Identifying a target audience c) Selecting a venue d) Developing a conference program and event’s schedule e) Marketing and promoting the conference f) Registering attendees g) Coordinating logistics (e.g., transportation, accommodation) h) Managing finances (e.g., budgeting, invoicing, payment processing) i) Evaluating the conference after it has taken place

That is why, it is helpful to create a conference planning checklist to ensure that all of these tasks are completed in a timely and organised manner.

Keeping that in mind, your conference or event planning checklist can be predominantly divided into three different stages – the pre-event planning stage, the ongoing stage, and the post-event planning stage.

The pre-event planning stage of our checklist shows preliminary information you need to enable you to launch into the actual event planning from an informed standpoint.

• Determine the intent of the event – what is your end goal?

First, you must have goals and objectives that drive your passion for the conference. Determining your goal in black and white empowers you to identify the planning decisions supporting its accomplishment. Making a beautiful plan when you are unsure about what you hope to accomplish leaves you confused about whether you succeed.

• Design a measurable way to determine if your conference was a success or not

After you have determined your goal, the next pre-event planning you need to make is to decide how you will measure the extent of success. You need more than just choosing your goal; you need a practical way to measure how well you succeeded by the end of the conference.

• Who is your target audience?

This question urges you to think of your event as a product and your audience as your customers. But how can you make sales if you don’t know your customers? Knowing who your audience is, helps you make the rest of the planning to target their interests. 

The audience controls the possible ROI realizable from your conference, whether monetary or otherwise. Knowing who they are, empowers your conference marketers to frame your event promotions in a way they would find attractive.

The Ongoing Phase 

The ongoing phase of our conference planning tips is a step-by-step guide you can implement to guarantee the success of your event after the pre-event planning stage above.

Step 1: Select A Theme for The Event

Choosing conference themes is a functional as well as a marketing decision. As you know, conferences and events are not tangible products. The theme or taglines you give may be why it succeeds. Essentially, your theme should embody what you know your audience wants. 

The best themes are usually catchy, and the wording highlights the main points that would attract the interest of your target audience. The trick to constructing a good theme is to ensure it ends as a punchy phrase or sentence without being ambiguous. The choice of words must be easily recognizable by your target audience, and they must understand it as a direct solution to their need.

Sometimes, you may need to add a tagline to enhance the saleability of your theme, but you have to apply the same principle when constructing it too.

Step 2: Envision the potential experience that your attendees will have

When you can imagine the experience your audience hopes to take away from your conference, it becomes easier to plan for their satisfaction. Imagine how marketing your conference can become a piece of cake if you know precisely what the attendee experience should be.

Envisioning the potential attendee experience is seamless, especially if you already have a data bank of feedback from previous conferences. If you need such information, you can leverage Eventible’s reviews of similar conferences to generate the expectations of your target audience.

However, it would help to remember that while envisioning your audience’s potential experience is good for planning, it must align with the end goal you stated in the pre-event planning stage.

Step 3: Appoint a team and delegate roles

Every conference has aspects that need teams to ensure they go smoothly. From administration to logistics, each planning unit must be undertaken by professionals in the field to guarantee success. Of course, some aspects of the event, like logistics and accommodation, may open the opportunity to find ideal sponsors , but you also need a team to execute this plan.

Some roles your team needs include;

• Administration

The admin team brings synergy to the activities of every other team to ensure that their role performance complements each other for the event’s success.

This team oversees the selling of the event to your target audience. 

This team handles procurement and setting up all you need at the event venue.

• Physical planning : This team handles booking and organizing the event venue and accommodations for the attendees.

Step 4: Decide the date, venue, and budget 

Precision comes into conference planning when you have a conference schedule in place with important details like date, venue, and event budget in place. Your teams cannot do a little with these details in mind. These details can help your marketing team generate an efficient strategy to sell the event to the target audience.

Step 5: Book the right venue

Even with the advent of virtual and hybrid events, the venue still has a significant bearing on the outcome of your conference. Some attendees may lose interest in your conference if the choice of virtual platform needs more features to buy their engagement. Your choice of venue can make marketing easier or harder. Some factors to consider when choosing a venue include the following:

You have to work with your budget. There is always the best venue for your budget, and your physical planning team can find it in time for your marketing campaign.

The comfort of your in-person audience is non-negotiable. Even in a low-budget location, ensuring that your venue has a comfortable atmosphere is easy.

Consider how far your audience is willing to travel to attend your conference. Marketing your event will be challenging if the location is off the grid.

Step 6:  Go in for a  conference technology that works best for you

Think of the conference tech as the virtual venue. What features does conference management software offer? How is the navigation or user experience? How long can it hold the engagement of your virtual attendees, or would it limit their full participation?

Step 7: Arrange for speakers

Speakers and the information they have are the primary resources at every conference. You have to book them early enough, as they are essential elements your marketing team can use to sell your conference. Some speakers are known thought leaders, and the only information some attendees need to make up their minds is to know the speakers that would feature at your event.

Step 8: Make arrangements for all that you need

This step is about arranging for the finer details like catering and other services. Your logistics team may have a lot of responsibility in this step.

Step 9: Plan a Conference agenda

Aside from bringing order and a seamless flow to the event progression, creating an agenda serves every stakeholder differently. For instance, if your event is 3-day, a speaker scheduled on the last day may not necessarily have to come on the first day. The agenda also helps your attendees prioritize the topics based on their peculiar interests.

Step 10: Look into the promotional aspect of the event

If your event involves ticket sales, you can measure the potential outcome of the event from the number of tickets sold. Marketing is indispensable for every conference, even if the end goal is not a monetary ROI. 

Promotion is about selling the event to your target audience. Interestingly, whether your event is internal or external, you still need to convince your audience that there is no other place they would be than at your event on the stated date and time.

The best way to promote your event/conference is to create a conference website. You can also devise a conference app, which is a great way to share last-minute vital information with potential conference attendees and participants through push notifications. The trick to promoting every conference lies in communication. Determine the language that appeals to your audience, and you will have them by the hook.

Step 11: Make last-minute preparations within budget

This step mainly falls on the admin team to check every aspect of the planning to ensure everything is intact. This general check ranges from logistics to reconfirmation of arrangements with speakers and other stakeholders involved in the planning. These last-minute preparations also ascertain that every detail is within the budget allocated to it. 

Step 12: Stick to the timeline

The thing about setting conference dates and times for each item on the agenda is that other stakeholders make their plans around it. Insisting on the timeline eliminates the risk of losing your audience and inconveniencing other stakeholders. When you stick to the set timeline, it ensures you deliver every value as expected. It also helps you realize the highest satisfaction for the audience and other stakeholders.

The Post-event Planning Phase

The post-event planning phase involves making arrangements to ensure you capture all the feedback you need for evaluation after the conference. This could be preparing the event survey questions for the conference stakeholders to submit feedback . 

Reviews and feedback collection, especially from the attendees, help you make more strategic plans for the subsequent conference/event planning process. Eventible is a perfect platform with years of industry experience collating reviews on event attendees, speakers, and sponsor experiences.

Also, post-event planning ensures that you can effectively measure the outcome of the event against your goal to determine the extent of success. It also helps you generate innovative ways to track the attendees for future conferences. This would facilitate the marketing ahead of time.

The reason for conference planning is to guarantee the satisfaction of your attendees and realize your goals. Eventible’s ultimate conference planning checklist above is a reliable tool to guide you step by step as you plan your next event. We generated this comprehensive conference planning checklist from our in-depth experience, collating event reviews from conference attendees and other stakeholders. Care to leverage our expertise to know about the best conferences to attend this year ? Visit our website and read our reviews.

Speaker’s Corner: Featuring Ivan Kuzlo, Engineering Director, CHI Software

Speaker’s Corner: Featuring, Mehul Suri, Head of Programmatic, Publicis Sapient

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Alison Bensch

Senior director of global events, cloudinary, proudest of.

In both cases, we had to figure out how to take what are historically in-person events and translate them into engaging virtual experiences with a team of just two in-house event marketers, counting myself.

ImageCon is our flagship customer summit. In 2021, more than 1,700 people across 107 countries registered for the two-day event, which included 20 virtual sessions designed to help retailers unleash the full potential of their visual media.

Our hosted event series included about 8 virtual events across North America and EMEA markets. To drive up attendance and engagement, we hosted unique virtual cooking and mixology classes, wine tastings, tequila pairings, and more, with celebrity chefs and bartenders such as Marcus Samuelsson, Julio Cabrero, and Amanda Freitag.

Rockstar Mode

ImageCon was a success, in part, because we secured high-quality speakers and focused on providing true value to attendees by creating sessions to optimize their usage of the Cloudinary platform to improve their business. We featured customers in the content by doing customer spotlights. We also improved the production level of the summit by partnering with an agency.

I am proud we were able to pull off a high-quality event of this scale while managing 30 other events for the year.

Prior to the pandemic, our hosted event series consisted of in-person dinners and intimate happy hours. We wanted to recreate these virtually, without making them feel like webinars. We succeeded, in part, because we invested in high-quality talent to attract participants and create fun, memorable moments we probably could not have pulled off in-person.

We also took pains to make the events as easy as possible to attend, for example, by mailing guests meal kits or drink kits with everything they needed to participate. Of course, everything was branded, right down to the salt and pepper. We know our attendees’ time is precious, so we encouraged them to involve their family and were sure to include enough food and/or drink to share.

After the experience, we broke out into small groups, allowing people to network with peers and Cloudinary team members, who led discussions on relevant industry topics. Thus, attendees topped off a great culinary or cocktail experience with valuable learnings that could help their business. In fact, I see us continuing with some of these virtual events even after we have resumed in-person ones.

Our on-demand event content is now a powerful sales enablement tool for our sales team, who share session recordings with prospective customers, as well as existing ones who are considering adding on a new capability. We will continue to measure the performance of this content.

For the hosted events, we evaluate success by measuring pipeline acceleration. So, we consider where event guests are in their consideration process before attending the event. We use the event, and event follow-up, to help move the prospect or customer to the finish line. We usually see prospects who engaged in marketing campaigns were more likely to close, and close faster, than those who did not attend an event.

While this is harder to measure, we know our event series keeps the Cloudinary brand top of mind and deepens our relationship with customers. We document the positive feedback we receive from attendees and sales reps for internal use and marketing purposes.

Survivor Mode

Another challenge was creating an event strategy against a backdrop of so much uncertainty. I have seen industry colleagues invest resources in planning in-person events, only to have to rejigger in the final hour. I made the decision from the onset of the year to plan for virtual events, given our small team and resources. This allowed us to create more effective and engaging virtual events from the start and maximize our budget.

Nothing beats in-person events, and I am excited to be moving forward with these in 2022. But I plan to continue with digital and hybrid events, as well, for a number of reasons. When done right, they can be more memorable than in-person ones, and certainly more convenient. They also allow me to engage people across a wider geographic region (all of Europe for example or across the US), which leads to cost-savings and unique and widened interactions for our attendees.

Annie Yuzzi VP

Global corporate events and experiences, sumo logic, bethany roskin murphy, director of global events, drift, charlene kate ditch, founder, charlene kate events, gabrielle d., global events director, automation anywhere, gerilynn marburger, director, global events, hewlett packard enterprise, hollie ashby, senior manager, cxo and third party events, palo alto networks, lindsey cohen, director- event marketing, snyk, ceo & chief event strategist, liz king events, nicola kastner, vice president, global head of event strategy, sap, rachel russell, field marketing manager, even, samantha calle, associate director, xandr, margaret shaeffer, head of field marketing & events, linearb, traci depuy, head of global events, salesforce, dale rickert, global conference head of greentech festival, matthew lin, head of marketing, beetc, emilie watrob, head of event marketing, zs, katherine leong, director, corporate events, gainsight, sr. director, marketing technology (brand and events), salesforce, karim youssef, creative director, dpw, elizabeth thomas, head of global events, elastic, gerry schneider, vp events at wearedevelopers, director, global events at hewlett packard enterprise, mike kalyan, event and seminar marketing manager, shrm.

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1. Make sure the venue aligns with the event 

Alternative venues can lend unexpected flair to a conference. Locations like museums, historical sites, theaters, libraries, and sports arenas have all hosted conferences. But consider the needs of your group: A venue should set the stage for the conference to do its work, not steal the show. Make sure are comfortably sized spaces for the big group seminars or breakout sessions your group requires, that there are adequate restrooms for the event size, catering meets special dietary needs, and that the venue is ADA compliant . 

Hotels and conference centers are purpose-built to meet these needs and allow people to concentrate on the content of the proceedings, so don’t discount these traditional venues. Conferences that draw out-of-town attendees are particularly well-served by the convenience of hotel accommodations, group pricing, and the enhanced networking opportunities of having everyone in one place. 

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2. Give every attendee a leg up on networking  

Get your conference name badges ready: Networking is a top reason people attend conferences. And in a job search, face-to-face networking is several times more effective than networking online. These events allow people to talk and build connections with those who share their career interests or personal passions”facilitate their success.  

If you are using or developing a conference app, think about ways the app itself can support networking: 

• Before the conference: Allowing attendees to import their LinkedIn profiles instead of needing to create an event-specific profile; letting people mark their interests and specialties and displaying other users interested in the same topics or attending the same sessions
• During the conference: Providing in-app messaging; making it easy to connect with attendees at the same social function or follow up with users who posted on the Social Wall
• After the conference: Supplying contact information so that attendees can easily maintain the connections they made

Be sure to provide good old-fashioned offline opportunities as well. There’s always the sponsored social mixer, but you can also brainstorm ways to dovetail with other wellness trends: yoga, outdoor activity, healthy cooking. Design opportunities that include introverts in networking , too, and see an event-satisfaction bump from up to half of your attendees.

3. Build a detailed content plan with unique takeaways

If attendees are coming to your conference to deepen their knowledge, follow a clear plan to source your content.

First, if possible, poll your audience about topics, sub-topics, and depth of subject matter knowledge. This might seem like a Catch-22: If you’re drawing an audience with your content, how will you have an audience to poll before you have content? Don’t worry; there are some workarounds: If this is a recurring event, get in touch with previous attendees. Set up an event Facebook group, which offers a straightforward polling feature. And if all else fails, poll a selection of people likely to come, or whose career/interest demographics put them squarely within your target audience.

If polling isn’t an option, talk with stakeholders in your company or your client’s company. The business development and marketing teams should be up-to-date on subject matter issues and trends currently drawing the most interest.  

With these insights in hand, recruit and confirm relevant speakers. After your core speakers are confirmed, check your original plan against the lineup. If there are missing topics (e.g., a pet dog training seminar with no one addressing the latest techniques in addressing separation anxiety) reach out to experts in that niche arena and fill in the gaps.  

4. Create your conference marketing tree 

Your conference website is the trunk of your marketing tree”it’s easy to spot, supports the entire event, and helps people find what they need. 

The event website must be optimized for search engines so people will find it online. Think about what attendees might search for when looking for a conference related to their interests or industry”those are your main keywords. (As it gains traction, your conference name will be a keyword itself.) Include your conference name and other keywords in your page titles and throughout your content. Have a logical structure that lets visitors easily find your ˜About’ page, the conference agenda, registration information, a link to tickets, and other important information.

Social platforms, email marketing campaigns, and pay-per-click strategies are the branches and leaves of your marketing tree. Reach your audience on the social platforms that make the most sense for their demographics and your event. (Professional event? LinkedIn is a shoo-in. Young professionals? Try Twitter.) Check out the general tips on putting together a comprehensive social media strategy for an event .

5. Spare yourself the most common conference planning headaches

Headaches will arise, there’s no getting around that. But look out for these common trouble spots: 

• Clarify your cancellation policy: The policy itself can be whatever you decide. (No refunds? Refunds up to 2 weeks in advance? Full refund at any time, even a year after the event?) Just make sure it’s crystal-clear and highly visible. 
• Schedule extra time for speaker outreach: The truth is, not everyone is as organized or responsive to emails as you. Getting all the necessary information from multiple speakers can be a scramble that requires repeated outreach, so build in a buffer for that. Yes, in a perfect world this would not be necessary. When you get to that world, send us a postcard. Until then, pad this section of the timeline.
• Train your event check-in staff: Long lines and constant hiccups at registration give attendees a first impression that’s not so hot. Pick out an event check-in tool that’s easy to use and schedule a time to get your registration staff familiar with it before event day.  
• Loop security in early : Gone are the days when security was an afterthought, if that. If your event will have security, get their initial input early in the planning process, so that you can integrate it seamlessly from the beginning, instead of rearranging later. 
• Establish team communication pathways: There’s no reason to deal with layout version confusion or neverending hunts for the right email thread these days. Use project collaboration tools, such as Slack or Trello, and give team members access to your event layout tool , so everyone has the latest version. 

6. Take a walk in the shoes of all conference stakeholders

Get out that conference planning timeline again, and schedule several times for a metaphorical walkthrough of the conference from the point of view of:  

Look for pain points and problems, and also for ways to improve the experience for each group. Maybe you’ll find that attendees in certain sessions don’t have much time to go to the bathroom between sessions on the first day, so you shave a few minutes off each session. Maybe volunteers who arrive on the second day don’t have a coordinator to deliver their assignments. Or perhaps you’ll realize you have the time to schedule a short networking meetup for the event speakers”a great way to show your appreciation and show them you value their participation. 

No matter how experienced you are, this step almost always uncovers opportunities to make your conference better!

7. Increase app engagement

According to IACC, increasing attendee engagement is still a meeting planner’s #1 priority. The more engaged they are with the app, the stronger the benefits. A conference app delivers all the benefits of traditional paper-based conference information, while achieving three essential goals: 

• Understanding attendee wants, needs, and interests.
• Connecting with attendees.
• Helping attendees connect with each other.

To elevate engagement before the conference even starts, encourage attendees to use the app for schedule planning: Include an easy-to-use calendar feature that makes all the necessary info readily accessible. Give people a way to find detailed agenda information, speaker bios, and even a way to submit questions to speakers. 

Once the conference starts, attendees should be familiar with using the app. Keep them engaged with content such as speaker slides and networking opportunities. You might even present the chance to fill out speaker evaluations in-app at the end of each session, with respondents entered for a prize drawing right there at the conference.

8. Take a deep dive with leading-edge conference insights

Want to grow along with the latest trends in participatory meetings? Check out books making a big splash in the space. They cover the ins and outs of meeting design in depth.  Start with Into the Heart of Meetings by Mike van der Vijver and Eric de Groot, or The Power of Participation: Creating Conferences that Deliver Learning, Connection, Engagement, and Action by Adrian Segar.

If books are your bag, check out our other top recommendations for books that help event planners level up.

Create conference diagrams in minutes

Conference planning checklist.

To stay on track with the basics, follow this 11-step conference planning checklist (with links if you need to brush up on your skills in a particular area): 

• Assemble your team. Cover all the basic roles, and consider hiring for these emerging event planning jobs .
• Set the goal. Networking? Product launch? Education? Set your goal right from the start for maximum impact”here’s a quick video on event goals . 
• Hash out a budget . Get specific and watch out for this hidden event planning fees . 
• Approach sponsors. Put your best foot forward with a top-notch event sponsorship proposal . 
• Select your date(s) and…
• Book your venue. Learn how to evaluate venues online , and keep your dates flexible so you can negotiate lower venue costs. 
• Book your vendors. You’ll may need A/V, food trucks, security, or furniture vendors. Get tips for hiring catering vendors .
• Finalize your conference agenda. Explore these event agenda examples for guidance. 
• Establish your post-event feedback plan. And learn how to boost post-event engagement . 
• Market your conference. Get inspired with these amazing event marketing examples .
• Register attendees. Enlist check-in apps to streamline the day-of registration process. 

Now you’re ready to design an exciting and smooth-running conference that wows your clients!

Your conference planning is sure to be a success with your new checklist & tips!

Don’t forget that this year’s fantastic conference is an excellent opportunity to improve the next one! After the conference, use that post-event feedback in the ways you determined pre-event. And find out how to increase your event budget with tips from our event budget ebook .

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Event Venue Business Plan Template

Written by Dave Lavinsky

Business Plan Outline

• Event Venue Business Plan Home
• 1. Executive Summary
• 2. Company Overview
• 3. Industry Analysis
• 4. Customer Analysis
• 5. Competitive Analysis
• 6. Marketing Plan
• 7. Operations Plan
• 8. Management Team
• 9. Financial Plan

Start Your Event Venue Plan Here

Event Venue Business Plan

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

We have helped over 100,000 entrepreneurs and business owners create business plans and many have used them to start or grow their event venues.

Event Venue Business Plan Sample & Template

Below are links to each section of a sample plan that can be used as a template for your own plan:

Next Section: Executive Summary >

Event Space Business Plan FAQs

What is an event venue business plan.

A business plan is used to start and/or grow your venue. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan, and details your financial projections.

You can  easily complete your event venue business plan using our Event Venue Business Plan Template here .

What Are the Main Types of Event Venues?

There are many types of event venues. Some own one venue and rent it out for wedding receptions, corporate events, and other parties. Others have relationships with and rent out hotels, sports arenas, restaurants, and other venues which are desirable to their clientele.

What Are the Main Sources of Revenues and Expenses for an Event Space?

The primary source of revenue for event venues is booking fees paid by clients. Sometimes event spaces also generate revenue from catering events and providing entertainment at them.

The key expenses for event venues are the cost of leasing the venue(s) and staffing costs, particularly if they provide services during the events.

Read more about how to get funding: Seeking Funding from Angel Investors vs Venture Capitalists .

How Do You Get Funding for Your Event Venue Business Plan?

Event venues are most likely to receive funding from banks. Typically you will find a local bank and present your plan to them. Angel investors and credit card financing are other common funding sources.

What are the Steps To Start an Event Venue Business?

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

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

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

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

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

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

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

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

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

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

• How to Start an Event Venue Business

Where Can I Get an Event Venue Business Plan PDF?

You can download our free  event venue business plan template PDF here . This is a sample event venue business plan template you can use in PDF format.

Other Business Plan Templates

Catering Business Plan Template

Bakery Business Plan Template

Coffee Shop Business Plan Template

Food Truck Business Plan Template

9 Free Conference Planning Templates for Your Next Big Event

By Joe Weller | August 14, 2023

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It’s a substantial commitment to plan a conference — and plan it well. Planning a big event with proposals to approve, speakers to schedule, and advertising materials to create and promote can feel overwhelming. By utilizing our library of conference planning templates, event organizers can prepare for a conference of any size without letting important details slip through the cracks.

In this guide, you will find various conference planning templates — from proposals to evaluations — along with tips on how to use conference planning templates, the benefits of using them, and what to include in them.

1. Conference Proposal Template

Download Conference Proposal Template Microsoft Word | Google Docs | Adobe PDF

Speakers, vendors, suppliers, and organizational partners matter at a conference. Members of a brand’s target audience may agree to attend upcoming conferences or participate in conference activities if brands they are interested in or associated with decide to partner with the conference’s organization. This conference proposal template helps organizers analyze and choose the best organizational partners for their conference’s goals and target audience.

• Use: This template is best for client and speaker proposals.
• Benefits: This template allows potential clients and speakers to propose their services or partnership to an organization holding a conference.
• Key Elements: This template includes space to outline services, performance expectations, pricing and payment terms, estimated fees, event information, and work scoping.

2. Conference Budget Template

Download Conference Budget Template Microsoft Excel | Google Sheets | Adobe PDF

While planning the budget for a conference, there are plenty of moving parts to account for, including venue, entertainment, and marketing costs. A conference budget template can help coordinators track conference costs, budget for expected and unexpected expenses, and account for conference budgeting restrictions.

• Use: This template is best for calculating projected and actual conference subtotals.
• Benefits: This template provides users with categorized sections for calculating individual item subtotals and overall conference budgets.
• Key Elements: This template includes sections for projected subtotals and actual subtotals for each item across various categories.

3. Conference Agenda Template

Download Conference Agenda Template Microsoft Word | Google Docs | Smartsheet

Organizers can use conference agenda templates to keep track of potential conference facilitators and attendees, schedule presentations, and provide attendees, presenters, and other conferencegoers with detailed presentation descriptions. This template can also help organizers estimate presentation times and session durations.

• Use: This template is best for scheduling conference presentations and calculating their duration.
• Benefits: This template allows coordinators and creators to schedule agenda items and describe their contents, presenters, and possible attendees.
• Key Elements: This template includes spaces for a conference’s call-in number, call-in code, and web link, as well as the attendees requested, conference schedule, description of the agenda items, and the event’s presenter, start time, and duration.

4. Conference Call Agenda Template

Download Conference Call Agenda Template Microsoft Word | Google Docs | Adobe PDF

Whether on video or by phone, a conference call agenda template can help coordinators plan schedules and deliver agenda item descriptions to attendees before a conference starts. This clear agenda can help keep conference calls on schedule and provide attendees with additional information.

• Use: This template is best for scheduling conference call agendas.
• Benefits: This template allows conference call coordinators to schedule agenda items, create item descriptions, and account for attendees.
• Key Elements: This template includes space for the meeting title, subject, facilitator, attendees, description of agenda items, presenters, and event duration.

5. Conference Planning Checklist

Download Conference Planning Checklist Microsoft Word | Google Docs | Adobe PDF

It’s no secret that people love checking items off a list — with this conference planning checklist, you can organize and complete essential conference planning tasks. This template can help you visualize your progress while planning a conference and help organizers understand what needs to happen 3 to 24 months before it begins.

• Use: This template is best for all stages of conference planning.
• Benefits: This template provides users with a checklist of items to consider when planning any type of conference.
• Key Elements: This template includes planning sections for every stage of the conference, from  24 months pre-event to immediately post-event, with each stage including a separate checklist of items.

6. Conference Planning Worksheet

Download Conference Planning Worksheet Template Microsoft Excel | Google Sheets | Smartsheet

A conference planning worksheet can help organizers estimate projected expenses, complete conference purchases, and track pending items needed for a conference. This template also allows users to organize conference items by category, gauge the amount allocated and spent per item, and provide the difference between a projected and actual conference subtotal.

• Use: This template is best for tracking the purchases — both pending and completed — of all your must-have items. 
• Benefits: This template provides a variety of conference item categories for tracking your expenses and having your conference needs in one place.
• Key Elements: This template includes sections for venue, decor, food and beverage, event programming, entertainment, travel, guest services, registration, communication, public relations, marketing, social media, advertising, sponsors, logistics, and other items.

7. Conference Workflow Template

Download Conference Workflow Template Microsoft Word | Google Docs | Adobe PDF

Conferences that frequently launch marketing campaigns have a variety of digital assets that need to be created pre- and post-event. These assets — blog posts, social media campaigns, email campaigns, press releases, and more — must be assigned and executed by specific dates. Conference workflow templates help conference owners organize these projects and approve their completion.

• Use: This template is best for conferences with a marketing campaign.
• Benefits: This template allows conference organizers to create workflows covering a project’s pre- and post-event items.
• Key Elements: This template includes sections for different categories and tasks related to the campaign, along with each one’s respective manager, deadline, and approval status.

8. Conference Sign-in Sheet Template

Download Conference Sign-in Sheet Template Microsoft Word | Google Docs | Adobe PDF

Not all conferences require attendees to check in, but a conference sign-in sheet template can be a helpful tool for organizers hoping to track conference attendance. Organizers can use this template for conferences of all sizes to list observations or write comments during a conference’s duration.

• Use: This template is best for conferences where tracking attendance is necessary.
• Benefits: This template is a streamlined organizational sign-in sheet for conferences of all sizes.
• Key Elements: This template includes sections for conference information, including its organizers, location, and attendee names and their signatures.

9. Conference Evaluation Form

Download Conference Evaluation Form Microsoft Word | Google Docs | Adobe PDF

When a conference is complete, there’s no time to sit back and relax. Instead, conference organizers should send follow-up communication to suppliers, vendors, and speakers and post-conference evaluations to attendees. This conference evaluation form can help organizations discover strengths and weaknesses in their events and help organizers get a jump start for new conference preparations.

• Use: This template is best for post-conference evaluations.
• Benefits: This template allows conference organizers to collect post-conference data about attendants’ experiences and recommendations.
• Key Elements: This template includes post-conference survey questions covering attendant demographics and backgrounds.

What to Include In a Conference Planning Template

What you should include in a conference planning template depends on which template you choose to use, if you plan an in-person or virtual conference , and what your conference needs to succeed.

It’s best to include some general information in all conference planning templates:

• Conference Description: Include a conference description on each planning template to ensure each document gets completed according to its specific event.
• Conference Goals: A conference’s goals are the core of the event. Outlining these goals can consistently keep all investors aware of their expectations and collaborate on goal-specific ideas.
• Budget: You must account for many conference expenses — big and small — during every stage of the conference planning process.

How To Use a Conference Planning Template

Like any good template, a conference planning template is a great place to start when diving into the planning process for a big event . To best utilize any type of conference planning template, you should also use a project management system to organize your planning documents.

Share your conference planning templates with others involved, including marketers, advertisers, content creators, web developers, sales managers, and more. Conference planning should be a collaborative process, so keeping templates updated and shared across teams is the best way to use them.

Additionally, you should use conference planning templates along with other process templates. Organizers can use our library of conference templates in tandem to create a structured, organized planning process from start to finish — no matter the size or theme of a conference.

Benefits of Using Conference Planning Templates

During the pre-planning, duration, and post-planning stages of an event, conference planning templates can produce many valuable benefits:

• Conference planning can occur virtually and asynchronously.
• Updates are easy and quick to share across teams.
• All data, including attendants, vendors, suppliers, and speakers, are accounted for and tracked in a central location. 
• Calculate budgets before purchasing begins.
• Organizers and staff are assigned expectations in advance of due dates.
• Streamline timelines and task assignments.
• Checklists allow organizers to visualize the planning progress.
• Automatic status updates are available, and plans are shareable across wider teams.
• During a conference, tasks can be managed, assigned, and finished.

From simple task management and project planning to complex resource and portfolio management, Smartsheet helps you improve collaboration and increase work velocity -- empowering you to get more done. 

The Smartsheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be more effective and get more done. Report on key metrics and get real-time visibility into work as it happens with roll-up reports, dashboards, and automated workflows built to keep your team connected and informed.

When teams have clarity into the work getting done, there’s no telling how much more they can accomplish in the same amount of time. Try Smartsheet for free, today.

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10 Tips for Making the Most of a Business Conference

Going to a business conference can be an overwhelming experience, particularly if you're attending a conference for the first time or are nervous about networking. But there is a way to feel less overwhelmed and ensure the experience is productive and successful: Go in prepared, and be intentional in your approach.

Use these 10 strategies to take advantage of the opportunities a business conference unlocks.

How to Prepare for Attending a Conference

Planning ahead is one of the most important things you can do to prepare for attending a conference. Take some time before the conference begins to set goals, plan your agenda, and make a list of people you want to meet while you're there. You'll feel more prepared, go into it with increased confidence, and find value in experiences you may have otherwise overlooked.

1. Set goals, and define how you'll meet your goals

Before you leave for the conference, you should have a clear idea of what you hope to gain from it. Start by asking yourself why you're attending. Are you going in order to:

look for a new job?

find new employees?

network and make new connections?

discover new strategies to use at work?

collect research on your competitors?

prospect for new customers?

For example, if you're focused on making connections for your next career move, a SMART goal could be: "Get contact information for at least five people whose companies are hiring for the position I want before the last day of the conference." If you're looking to network and meet new people, your goal might be: "Invite one person to have coffee every day of the conference."

Setting SMART goals helps you define both your purpose and a plan for success before you leave, helping you take action as soon as you arrive, and increasing the likelihood that your conference experience is successful.

2. Create a schedule, and plan to leave your comfort zone

Once you know your goals for attending the conference, you can start making a plan for what you'll do while you're there.

If your goal is education-focused, spend some time reviewing the conference agenda to create a schedule for the sessions you want to attend. If you're not sure if you want to attend a session, look for YouTube videos, SlideShare presentations, or blog posts produced by speakers to get a feel for what their talks will cover—and if you like their styles.

If your goal is people-focused (networking, prospecting, job-hunting, etc.), take time to find out who's attending the event. There are a couple of ways to do this:

Once you know who's attending, create a prioritized list of people you want to meet. This will help you stay focused during the conference on meeting your networking goals. You can even reach out to people you're interested in meeting before the conference to see if they're willing to schedule time for coffee or lunch during the event.

If you're shy or uncomfortable with traditional networking, consider reaching out to conference coordinators to see if there are opportunities to volunteer at the event. Volunteering gives you a reason to meet and talk to people in a way that feels less forced and awkward.

3. Prepare your elevator pitch, and plan to ask unique questions

Everyone's go-to question when meeting new people at conferences is "What do you do?"

Put together, it might sound something like this: "Hi, I'm Stephanie. I'm a product manager at XYZ in Amsterdam." [This is where someone might ask you why you came to the conference.] "I traveled here because I wanted to attend the workshop on agile development and find out how other companies handle web accessibility standards."

You'll tire quickly of reciting your elevator pitch. The good news: Everyone else will too. So if you go into the conference prepared with a list of other, more original questions to ask, you'll stand out and generate longer conversations.

Plan your questions around your goals for the conference. For example, if your goal is to find a new job, you might ask a manager: "What impresses you the most when interviewing new candidates?" If your goal is to learn new strategies, you might ask: "Has any strategy you've employed surprised you with its success?" If your goal is to prospect, ask: "What's the biggest challenge your department is facing right now?"

It's harder to come up with creative questions on the spot. Plan ahead, and you'll have an easier time striking up meaningful conversations with the people you meet at the conference.

What to Do During a Business Conference

Once you've arrived at your conference, it's showtime. If you followed the tips above, you should have goals, a schedule, and conversation-starters. Now it's time to start acting on your plans. Here are a few pieces of advice to get the most value out of the event.

It seems obvious, but everyone seems to forget: Give yourself extra time. Especially if you're in an unfamiliar city, allow more time than you need to get to your destination and get settled. Being punctual is important, but it'll also prevent you from seeming (and feeling) stressed or flustered.

4. Automate the essentials so you can leave work at work

If you're attending a conference to learn something, you'll undermine your goals if you're reading and answering emails and IMs during presentations. And looking at your phone during breaks signals to others that you're trying to avoid meeting and talking to new people.

It's impossible to absorb information if your inbox and Slack notifications keep bothering you. Use these tools and Zaps (automated workflows on Zapier) to block notifications, let others know you're away, and focus 100 percent on the conference:

Use this Zap to connect Slack to your Google Calendar and automatically update your Slack status while you're attending the conference:

Update Slack status during new Google Calendar events

Auto-respond to Gmail emails

These tools will do the necessary communications for you, helping you minimize distractions and keep your focus on the conference.

5. Look for conversations everywhere

Breaks and in-between moments can offer great opportunities to make connections. Whether you're in line for registration, grabbing coffee before a session starts, or waiting for a presentation to begin, you should be looking for conversations.

My go-to way to meet people during conference breaks is simple: I grab a cup of coffee, find an open spot next to someone, and ask them if they're saving that spot. The answer is almost always no, so I use the opportunity to ask what brought them to the conference or how they're liking the conference so far. More often than not, a simple question like that leads to a great conversation.

Of course, there's the off chance that you'll get stuck in a conversation you're not thrilled with. Don't be afraid to excuse yourself politely by saying something like, "It's been great talking with you. I'm going to get some air before our next session starts." Or "It was nice to meet you. I'm off to check out the vendor booths."

If you're looking to meet new people, try to avoid grouping up with coworkers and other people you already know during breaks between sessions. While you may feel more comfortable traveling around with friends, you're much more likely to get approached by others if you're alone than if you're standing with a group of people.

6. Take notes and stay organized

7. Keep track of your expenses

If work is sponsoring your trip to the conference, you'll need to keep track of all of your purchases in order to get reimbursed for your meals or justify business credit card purchases. But it's easy to lose track of important receipts where you're carrying a pile of business cards, promotional materials, and swag around a conference center or hotel all day long.

What to Do After a Business Conference

While you might feel like you can relax after the conference ends, you still have more work to do. In fact, it might even be worth taking an extra day out of the office after the conference to organize your notes and follow up with people you met. Otherwise, you run the risk of getting distracted by an overflowing email inbox and forgetting your most important post-conference tasks.

8. Follow up—quickly

Within 24 hours of the end of the conference, follow up with any connections you want to foster.

Remind them of who you are and what you discussed, and always propose some sort of action. Maybe you want to invite that person to come speak to your team, take them to lunch to find out how they got where they are, or invite them to an upcoming networking event. Including a call to action will help you build a relationship and turn a contact into an ally.

Here's an example:

Hi John, It was great to meet you at [name of conference]. I really enjoyed our conversation about how you [established a process, implemented a tool, grew a team] at [company name]. I'd love to get some more insight about the steps you took to get there. Do you have time in the next few weeks to [grab coffee, video chat, grab some lunch]?

9. Write about your experience at the conference

Writing about the conference can be a great way to process the experience and cement the information you took away from it.

Write a blog post about your favorite sessions, what you learned, and actions you plan to take based on your time at the conference. Writing about the experience helps you consolidate your notes while the information is still fresh in your mind.

You may also want to consider sharing your blog post on social media with the conference hashtag. Attendees will appreciate reading other participants' recaps to gain new perspectives on how others interpreted what they heard and how they plan to act on that knowledge. Plus, publishing your thoughts could be another opportunity to connect with people you weren't able to meet in person at the event.

Finally, use these Zaps to automatically share your post about the conference across all of your social networks:

Post new WordPress posts to your Facebook page

Buffer your WordPress posts

Post new WordPress posts to LinkedIn

10. present to your team.

Once you're back at work, it's time to communicate what you learned to your team. Not only will you be able to disseminate information to your coworkers, but the accountability it requires will help you think more critically about what you heard and how it applies to you and the people you work with.

Don't feel like you have to regurgitate every point from every presentation. Pick and choose what you found most interesting or what you thought spoke to your team's strengths and weaknesses.

If you can, take it one step further: Start implementing what you learned by the time you present to your team. Maybe there's a tool you discovered that you'd love for your team to utilize. Take advantage of its free trial, and start learning the ins and outs so you can sell your coworkers on it. Or maybe there's a communication tactic you want to try out that you think will improve team dynamics. Start using the strategy in your team interactions and observe how it's working so you can present your anecdotal findings to the group.

By being more intentional before, during, and after your next conference, you can walk away feeling like your time and energy were well spent. You'll absorb more, be in a better position to act on what you learned, and make more meaningful connections.

Related reading:

About the author

Genevieve Colman is a User Experience Manager who enjoys uncomplicating complex language and finding the perfect GIF for every situation.

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5 Small-Business Conferences to Attend in 2023

We are committed to sharing unbiased reviews. Some of the links on our site are from our partners who compensate us. Read our editorial guidelines and advertising disclosure .

As a small-business owner, networking is one of the most important things you can do to grow your business. Attending small-business conferences—especially those related to your specific field—is a great investment in your company’s future. Here are some of the best small-business conferences taking place in 2023 and why you should consider attending.

Table of contents

• What is a small business conference?
• How to choose a small business conference
• Our top 5 picks

Other ideas for networking

The takeaway, what is a small-business conference.

Small-business conferences vary widely in content, but in a nutshell, these are events aimed at gathering together small-business owners and helping them grow their companies. At a typical conference, you can expect to hear presentations from industry leaders, participate in workshops, and spend time networking with other professionals.

Networking is such a huge part of these conferences, so don’t skip out on the social events included in small-business conferences, even if you’re not the biggest extrovert. Lunches, dinners, and parties are perfect environments for making friends, learning from other business owners, spreading brand awareness, and chatting with contacts in a more casual setting.

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Which small-business conference should you attend?

Finding the right conference for your business and brand can feel a little overwhelming, but a great way to narrow down your search is by talking to other small-business owners in your industry. If your business is in tech, find out which conferences cater to technology thought leadership. If you’re a brand new startup, find conferences that draw in venture capitalists and angel investors.

Keep in mind, you may need to travel across the country to find the perfect small-business conference, but it should be worth your while (and tax deductible)!

Our top picks for 2023

We’ve highlighted five of our top picks for small-business conferences happening in 2023. Whether you’re able to attend in person or virtually, all of these events tend to have a great turnout, and have the potential to add real value to your business.

1. Small Business Expo

Various dates and locations

Small Business Expo pricing

Data as of 11/8/22. Offers and availability may vary by location and are subject to change.

The Small Business Expo is one of the most widely attended conferences for small-business owners. Held in various cities across the US, the Small Business Expo draws in entrepreneurs, seasoned professionals, and presenters from all kinds of industries. And best of all, it’s free to attend! Check out the list of locations to find one close to you.

March 20-23, 2023—Nashville, Tennessee

WBENC conference pricing

The WBENC (The Women's Business Enterprise National Council) Conference will be held in Nashville, Tennessee this year as the organization celebrates its 26th anniversary. The WBENC is the largest organization in the US that certifies women-owned businesses and empowers women business owners, so if you fall under that umbrella, this conference would be an amazing opportunity for networking.

September 5–8, 2023—Boston, Massachusetts

INBOUND conference pricing

Data as of 12/6/22. Offers and availability may vary by location and are subject to change.

Excluding last year, this conference run by HubSpot has been exclusively virtual, however, the hybrid experience proved to be successful! Join in person for three days of speakers and networking in Boston, Massachusetts, or join for two days online from wherever you are. INBOUND focuses on success through marketing, business management, and customer satisfaction. Past speakers have included the likes of Oprah Winfrey and the entertaining HubSpot cofounder Darmesh Shah.

4. LeadsCon

March 13-15, 2023—Las Vegas, Nevada

LeadsCon conference pricing

LeadsCon was founded in 2007 and has been holding conferences for marketers all over the US since 2008. This small-business conference focuses on customer lead generation, direct-response marketing, and recent changes because of technology. This year you can expect helpful lead-generation workshops, special events, and keynote presentations.

5. BrandWeek

September 11-14, 2023—dates are tentative

***BrandWeek conference pricing coming soon***

Run by Adweek, this conference covers how to better market your brand by exploring themes like content creator collaboration, data privacy, and even virtual reality. This is also a great event for rubbing shoulders with top brands and influencers. Attendees can purchase a three-day in-person pass, or a virtual pass for this conference. 

Set your business up for success with a checking account that has no monthly or overdraft fees and earns you up to $5,000 in interest each year.

Of course, there are other ways to network as a small-business owner. If you’re unable to attend any of these conferences or can’t find one you want to commit to this year, be sure to make time for other important networking opportunities. Some might be simpler than you think!

Be friendly (and active) online

This one might seem like a no-brainer, but every interaction you have online will be tied to your brand, so it’s crucial to make a good impression. Chat with other business owners on their social channels, respond to comments, and try hosting a Q&A. The more you interact with people (in a positive way), the better your reputation will be.

Join local organizations

One of the best ways to get your face (and your business) out there is to be an active member of your community. Consider joining a local club or group related to your specific field. This is also a great way to find out about local events and expos where you can showcase your business.

Partner with charity events

Find a cause you’re passionate about and sponsor a charity event with your business. Attendees will gain exposure to your brand, and other business owners will become familiar with you as well.

Provide excellent customer service

Last but not least, strive for excellence when it comes to customer service. Be professional, kind, and accommodating. Consider providing discounts and referral programs to loyal customers as well (but be careful not to devalue your time or work).

Whether you own your own business or work for a small business, attending business conferences can be a huge asset to growth. Small-business conferences can give attendees new skills, insightful viewpoints, tips from industry experts, and most importantly—an opportunity to connect with other professionals.

Want to learn more about networking for your small business? Check out these related articles on Business.org.

Related reading

• Guide to Startup Business Grants: Get Free Money for Your Business
• Small-Business Grants for Women 2023: 5 Programs with Free Money for Women
• Best Crowdfunding for Startups 2023: How to Fund Your Small Business

Small-business conferences FAQ

The most popular free small-business conference is the Small Business Expo, which is held in various major cities throughout the US.

If you own a small business, you should definitely consider attending at least one small business conference or leadership event every year, if possible. These events have the potential to grow your business exponentially based on networking connections alone.

At Business.org, our research is meant to offer general product and service recommendations. We don't guarantee that our suggestions will work best for each individual or business, so consider your unique needs when choosing products and services.

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What we know and what we don't about a historic settlement to pay college athletes

Becky Sullivan

The NCAA and its Power 5 conferences agreed this week to a legal settlement that could allow for schools to pay athletes directly. Ezra Shaw/Getty Images hide caption

A sea change is coming to college athletics.

On Thursday, the NCAA and the so-called "power five" athletic conferences reached a groundbreaking agreement that seeks to end the century-old tradition of amateurism in college sports by allowing athletes to receive pay directly from the colleges and universities they play for.

The agreement, part of a class-action lawsuit known as House v. NCAA , must be approved by a federal judge overseeing the case, a decision that could be months away.

NCAA and college conferences OK $2.8 billion settlement over antitrust claims

The proposed settlement has two parts. First, it would distribute some $2.75 billion to athletes who competed before July 2021, when the NCAA first allowed athletes to earn money from their name, image and likeness rights. Second, it would create a future revenue-sharing model in which schools could each distribute around $20 million per year directly to athletes.

But far from closing the door on the years of debates and litigation over the question of payments to student athletes, the proposed settlement raises a slate of even more questions: Which athletes will be compensated? How much will they make? Will women be paid equally to men? Will schools that are unable to pay athletes be able to keep up with bigger, richer schools?

"Those are going to be very important details we're going to have to work out," said Matt Mitten, a professor of sports law at Marquette University. "The settlement is just the start."

Here's what we know and what big issues remain unresolved.

What would the proposed settlement cover?

In short, the future-looking part of the proposed agreement creates a system in which schools that are part of Power 5 conferences — the Atlantic Coast Conference, the Big Ten, the Big 12, the Pac-12 and the Southeastern Conference, all of which voted to approve the proposed settlement — can pay athletes.

Each school will be allowed to distribute up to around $20 million to its athletes, an amount based on a percentage of the average revenue earned annually by the power conference programs. That percentage begins at 22 percent and could go up over time. It's expected that other schools, those outside the Power 5 conferences, will be able to opt in.

College football is back and players still aren't getting paid

"This landmark settlement will bring college sports into the 21st century, with college athletes finally able to receive a fair share of the billions of dollars of revenue that they generate for their schools," plaintiffs' attorney Steve Berman said in a statement.

Will all college athletes get paid?

No. Football players and men's basketball players at large programs are the most likely to receive payments. That's because most of the revenue earned by college athletics departments has historically come from TV contracts to broadcast those two sports. Women's basketball also earns some revenue, and those players too could receive payments.

"It's going to be up to each school to decide how they're going to distribute that $20 million. And that's going to probably vary a lot from school to school," said Mit Winter, an attorney who has represented conferences, schools and athletes in a variety of college sports legal issues.

A New Era Dawns In College Sports, As The NCAA Scrambles To Keep Up

Schools will also have the option to pay players in sports that generally don't generate revenue — like rowing, soccer, tennis, track and field and more — but it's unclear how institutions will choose to proceed.

And many schools that aren't part of the major conferences may choose not to pay anything to any players at all, which could eventually open a competitive gulf between the haves and the have nots.

As an example, Mitten pointed to his employer, Marquette, whose men's basketball teams have reached three Final Fours despite the school's lack of a football team and accompanying revenue that could more easily fund payments to players.

March Madness is an NCAA gold mine. This year, players can finally cash in too

"How do we maintain the parity and competitive balance among the 350-plus Division 1 basketball schools when not all of them play football and are getting, individually, millions and millions of dollars from these big TV contracts?" he said.

Will women be paid equally with men?

The proposed settlement marks a new frontier for Title IX, the cornerstone civil rights law that prohibits sex-based discrimination at educational institutions that receive funding from the federal government.

Title IX's legacy in college sports has been massive, as schools are required to pay out scholarships in equal proportion to women as they do for men.

Women's NCAA championship TV ratings crush the men's competition

Now, schools will have to determine whether and how the law applies to revenue payments to athletes. It will likely be up to litigation to resolve the question, he said.

"There's really no set final answer on how Title IX is going to apply," said Winter. "I think some schools will assume that Title IX is going to make them give 50 percent of that $20 million to female athletes and 50 percent to male athletes. Other schools won't make that assumption."

Are the NCAA's antitrust woes over?

As much as the NCAA may hope this settlement puts the years of antitrust lawsuits behind them, on this one, experts agree: The answer is no.

Of particular concern is the cap that the settlement places on payout, which is set for now at 22 percent of the average revenue earned annually by Power 5 schools. That figure is much lower than the portion of revenue paid out in professional sports like the NFL and NBA, where players take home about half of revenue.

Dartmouth men's basketball team votes to unionize, shaking up college sports

In those leagues, players have agreed to receive that share of the revenue by way of collective bargaining agreements. Those labor agreements provide legal protection from individual lawsuits over compensation, said Mitten. But in college sports, where athletes aren't considered employees, no such bargaining agreements exist — meaning the NCAA is still exposed to antitrust litigation.

The NCAA and schools are already lobbying Congress to pass a federal antitrust exemption for college sports that would protect them from future lawsuits over pay.

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Boeing Gives F.A.A. Plan to Address Systemic Quality-Control Issues

The action plan is the latest in a series of moves by the F.A.A. to push for safety improvements throughout Boeing during a tumultuous year for the company.

By Mark Walker and Niraj Chokshi

Boeing’s top executives delivered a plan to improve quality and safety to the Federal Aviation Administration on Thursday, vowing to address systemic issues that have damaged the company’s reputation and put the aircraft manufacturer at the center of several federal investigations.

Boeing detailed these and other steps during a three-hour meeting with the F.A.A.’s administrator, Mike Whitaker, where the company submitted a “comprehensive action plan” that the regulator ordered in February.

Mr. Whitaker had given Boeing 90 days to develop a plan to make sweeping safety improvements after a midcabin panel known as a door plug blew out of a 737 Max 9 jet flying at about 16,000 feet on Jan. 5. No one was seriously injured during the flight.

The F.A.A. said in a statement on Thursday that “senior” leaders from the agency would “meet with Boeing weekly to review their performance metrics, progress and any challenges they’re facing in implementing the changes.”

Boeing was also required to address findings, from an expert panel convened by the F.A.A. last year, that revealed persistent issues with the company’s safety culture. Mr. Whitaker said Boeing had accepted all of the recommendations the panel made in the report.

“We need to see a strong and unwavering commitment to safety and quality that endures over time,” Mr. Whitaker said during a news conference on Thursday. “This is about systemic change, and there’s a lot of work to be done.”

In a statement, Boeing said the action plan it delivered to the F.A.A. was based on feedback it received from employees and through conversations with the regulator. Boeing provided some additional detail on the actions it was taking to improve quality but did not make the safety plan public.

In an email to employees, Stephanie Pope, the head of Boeing’s commercial plane unit and the company’s chief operating officer, said the company is investing in training, simplifying plans and processes, eliminating defects and improving quality and safety.

The company has made some changes, including expanding training for new hires to 14 weeks from 10 weeks; helping managers spend more time on the factory floor and less time in meetings; increasing inspections at Boeing and at a top supplier, and ordering more tools and equipment.

“Many of these actions are underway and our team is committed to executing on each element of the plan,” David Calhoun, Boeing’s chief executive, said in a statement. “It is through this continuous learning and improvement process that our industry has made commercial aviation the safest mode of transportation. The actions we are taking today will further strengthen that foundation.”

The company has also conducted more than 20 meetings at sites around the world, pausing work to gather employee feedback on improving quality. More than 70,000 Boeing workers have participated, providing tens of thousands of comments, the company has said.

Mr. Whitaker, who met on Thursday with Mr. Calhoun, said he planned to continue to meet weekly with Boeing to make sure the actions were executed correctly and in a timely manner. Mr. Whitaker will meet with Boeing’s chief executive in September. Mr. Calhoun has said he plans to step down at the end of the year.

There is no timeline for Boeing to carry out the changes, Mr. Whitaker said.

He also said Boeing had developed six measures by which it and the agency would be able to track the company’s progress. The F.A.A. will also maintain heightened inspections of both Boeing and Spirit AeroSystems, a supplier that makes the bodies of the 737 Max jet. Boeing has said it plans to buy Spirit to gain more control over the quality of the parts it produces for the company.

The action plan is the latest in a series of moves by the F.A.A. to push for safety improvements throughout Boeing. The regulator limited Boeing’s monthly production of 737 Max jets and audited its production lines, and is investigating the company’s compliance with federal safety standards.

Mr. Whitaker said the F.A.A. would continue to put limits on Boeing until the agency was satisfied with the company’s progress. The regulator and Boeing have not yet discussed raising the number of Max jets that Boeing can produce in a month beyond 38, he said. Boeing is making the planes at well below that rate, but has said it hopes to accelerate production in the second half of the year.

“We will not approve production increases beyond the current cap until we’re satisfied,” Mr. Whitaker said during the news conference. “Bottom line, we will continue to make sure every airplane that comes off the line is safe and reliable.”

The Justice Department has also opened a criminal investigation into the Jan. 5 episode. A preliminary investigation by the National Transportation Safety Board suggested that the Max 9 plane might have left Boeing’s factory in Renton, Wash., without the panel bolted down.

Boeing also faces potential legal repercussions from crashes involving its planes. The Justice Department said this month that Boeing had violated a 2021 settlement reached after two 737 Max plane crashes killed hundreds in 2018 and 2019, and could be prosecuted on a criminal charge of conspiracy to defraud the F.A.A.

The Justice Department found that Boeing had failed to “design, implement and enforce” a compliance and ethics program that was a condition of the settlement. The company plans to contest the department’s determination.

That 2021 settlement had been criticized for being too lenient on Boeing and for being struck without consulting the families of the 346 people killed in the Max crashes, which were in Indonesia and Ethiopia and led to the grounding of the 737 Max fleet for 20 months. An investigation determined that both crashes involved the mistaken triggering of a maneuvering system designed to help avert stalls in flight.

Mark Walker is an investigative reporter focused on transportation. He is based in Washington. More about Mark Walker

Niraj Chokshi writes about aviation, rail and other transportation industries. More about Niraj Chokshi

Boeing: A Company in Turmoil

Plan To Fix Safety Issues: Boeing’s top executives delivered  a plan to improve quality and safety to the F.A.A ., vowing to address systemic issues that have damaged the company’s reputation and put the manufacturer at the center of several federal investigations.

Settlement Violation: The Department of Justice said that Boeing was in violation of a 2021 settlement  related to problems with the company’s 737 Max model that led to two deadly plane crashes in 2018 and 2019.

A New Investigation: The F.A.A. has opened an investigation  into Boeing after the plane maker told the regulator that it might have skipped required inspections involving the wings of some 787 Dreamliners.

A Huge Loss: Boeing reported a $355 million loss  for the first three months of the year, as it deals with a quality crisis stemming from a Jan. 5 flight during which a panel blew off one of its planes.

A CEO to Fix Boeing: The plane maker, which is searching for a new chief executive, is likely to consider a small number of people , including several former Boeing executives.

How to Write an Event Business Plan: A Complete Guide

Events need to prove their worth to get funding. Without an event business plan, your idea may not find support. An event business plan helps you focus on the purpose and goals of the event. In your plan, illustrate your event’s financial potential and plan the resources and operating structure you’ll need to deliver. Whether you’re brand new or an established event planner, think of your business plan as the strategic vision for where your event can be three to five years from now.

Table of contents

Why do i need an event business plan, executive summary, section 1: background and history.

Section 3: Development plan

Section 4: Event requirements

Section 5: Marketing and communications plan

Section 6: Financial plan and considerations

Section 7: Appendices

If you’re hoping for long-term financial returns on your event planning, you’ll need a reliable event business plan. Even if you’re used to winging most of your event planning, having your strategic vision down on paper will save you time and resources, and minimise stress in the long run. Here’s how:

• It’ll help you keep track of your budget, so you don’t have to worry about overspending.
• It doubles as a calendar for key dates and deadlines, such as venue selection, invitation mailing windows, etc.
• The plan is a handy checklist – it’s easy to track what’s already been taken care of and what still belongs on your to-do list.
• You’ll have a reliable way to track metrics for what actions are being taken to meet your event goals.
• It’s a one-stop shop for all your logistical needs.

Read on to discover what to include in your event business plan and how to structure it.

Your front cover should detail your event name, the document’s title (for example, [Event Name] Business Plan 2022-2024), the date created, and your contact details. If you already have a logo, include that as well.

Your table of contents should be a way for someone to understand your business plan quickly. Use numbers and titles to clarify the main sections and include subheads within those sections.

The executive summary should contain a comprehensive overview of the event. It’s essentially an elevator pitch you’ve had time to edit to perfection. It introduces you and your event and lets your reader know why they should care enough about your event to read the rest of the document.

Your summary should be at least one page long but no longer than 10% of the total length of the plan. Although it’s at the beginning of the plan, edit it after writing the rest of your content to ensure it accurately summarises your whole strategy.

Your executive summary should contain the following:

• Basic information: What the event is; when and where it will take place
• Your mission: The event’s purpose; how will it benefit the stakeholders
• Your background: Information about you (the event creator) and anyone else involved
• Budget: An estimated event income and expenditure
• Business plan reviews: Time set aside to monitor progress

This section allows you to showcase who you are and how you’re different. Share your background, history, and past success.

• Who you are: Provide background information about you and the tea m behind the event. Add details about relevant experience. What events have you worked on in the past? What’s your track record?
• Event history: If it’s the first year of your event, detail where the idea for the event came from and any historic information about the event category and audience. For existing events, detail when your event was launched, why it was founded, where it’s been held, who it attracts, and how it has developed.

Remember to include any milestones that would impress readers.

Section 2: Development plan

Your development plan is the place for you to think big. Identify your long-term vision. Then, showcase your strengths and clarify how you’ll overcome your weaknesses.

• Vision: Describe the long-term vision for the event and any specific goals – for example, to launch internationally or franchise your event series.
• Strategic development:  Outline your plan for the event three to five years from now. How will you achieve key objectives? What’s the timeline, and who’s responsible for driving strategy and implementation?
• SWOT (strengths, weaknesses, opportunities, and threats) analysis: Identify strengths and weaknesses of your event, as well as opportunities and threats it faces.
• Risk factors: Provide an initial risk assessment covering key areas such as programme s , finances, operations, reputation, legal, audience, and health and safety. Show how you’ll manage and mitigate these risks.

Section 3: Event requirements

Once you know your vision, lay out the details. Determine what’s needed for putting on this type of event in terms of venue, services, and permits.

• Facilities: List the facilities required for the event –  venue , accommodation, catering, and technical support.
• Services: List the services required – staffing, traffic management, health and safety, security, and medical support.
• Production: Detail the production equipment required – power, fencing, staging, sound, and lighting.
• Legal and insurance: Detail the necessary insurance and licenses required to cover all aspects of the event.
• Technology: List the technology you’ll need to make your event successful – think audio/visual needs and ticket scanners.

Section 4: Marketing and communications plan

Your marketing and communications plan will be your roadmap for getting the word out about your event. At this point, your business plan is getting long – but don’t quit now. It doesn’t matter how compelling the rest of your plan is if this portion of your event business plan isn’t built out. No one will attend an incredible event if they don’t know it’s happening!

• Positioning : What’s the message you want to relay to your audience? This is what makes your brand different. What do you want future attendees to think of when they hear about your event?
• Product : Detail what the event offers attendees.
• Price : Explain your   pricing strategy and different ticket options.
• Convenience: Explain how you use technology to drive attendance.
• Promotion : Detail the  promotional t a ctics you’ll use to reach your audience – social media, paid advertising, direct mail, print media, or influencers.
• Budget plan : Provide a breakdown of your event marketing budget. Not sure where to start? Check out this   event budget guide

Section 5: Financial plan and considerations

No event business plan is complete without an analysis of financials. Explain the expected value of your event – your revenue streams and losses.

• Income and expenditure projections : Demonstrate that your event is financially viable and achievable. How will the event be paid for? Identify income streams such as ticket and exhibition space sales, funding, grants, and sponsorship. Present detailed event budgets and cash flow projections for the period of the plan. Use this  event budget template to help with calculations.
• Economic impact estimation: If your event is large, what benefit will it have for the local area? For example, you might attract out-of-town attendees that benefit hotels, restaurants, and other businesses. If it’s a smaller pop-up, how will you partner with other local businesses? Show that your pop-up is an economic investment in the community.

Section 6: Appendices

Include any additional materials such as third-party reports, research documents, codes of practise/policies, and site/venue maps. Not sure if you should include something in the appendix? Include the material if you think it would help answer a reader’s question.

Turn your plan into reality

Writing a comprehensive event business plan is the best way to validate your event and focus your team and other stakeholders on your goals. Once everyone has signed off on your event business plan, stay on track to make your goals a reality with this event planning Gantt chart .

Take your event to the next level with Eventbrite

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about the author

Andrea Tang

Andrea Tang has built a diverse portfolio of content, covering a range of topics that include international affairs, business, and sports. She loves storytelling in all forms, and regularly collects new hobbies - such as martial arts, aerial circus, and theater, to name just a few - in the guise of “research”.

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Colorado’s Division II schools are missing out on a recent NCAA settlement to pay student-athletes. Here’s how they plan to stay competitive

The NCAA and the Power 5 Conferences recently reached a settlement to allow colleges to pay student-athletes past and present. As part of three settlements in antitrust cases, the NCAA agreed to pay $2.7 billion over ten years to athletes who competed before July 2021. The parties also agreed to a revenue-sharing plan that will allow schools to share up to $20 million for their athletes.

The settlement only affects members of the Southeastern (SEC), Atlantic Coast (ACC), Big Ten, Pac-12, and Big 12 conferences. But, that doesn’t mean school officials in the lower divisions — like Colorado School of Mines Athletic Director David Hansburg — aren’t paying attention.

“I think it's unfortunate we're in this position that we're in today as an association. But, we are where we are and I think that this is a good decision in order to get the association as a whole moving forward into the future,” Hansburg said. “I think the debate right now is what's an equitable way for Division I to come up with a solution, which I think there's obviously a pretty specific proposal after to do it.”

Colorado is home to one Power 5 school. The University of Colorado Boulder is returning to the Big 12 Conference after spending 12 years in the Pac-12 Conference. Colorado State University and the U.S. Air Force Academy play in the Mountain West Conference, a Group of Five Conference based in Colorado Springs. The University of Northern Colorado plays primarily in the Big Sky Conference.

The University of Denver, the only Colorado Division I school that doesn’t have a football program, plays primarily in the Summit League. Colorado College only plays ice hockey in Division I. Athletes who play other sports at that school play in Division III which doesn’t offer athletic scholarships.

Nine schools in Colorado play in Division II and are members of the Rocky Mountain Athletic Conference (RMAC) : Mines, Regis University, Adams State University, Colorado Christian University, University of Colorado-Colorado Springs, Colorado Mesa University, Fort Lewis College, Metropolitan State University of Denver, and Western Colorado University.

Hansburg believes that the latest ruling is only going to drive more student-athletes to enter the transfer portal to earn money from name, image, and likeness (NIL) deals. He says that will affect lower-division schools like his.

“I think with the bigger impact so far because of NIL along the transfer portal, there are some of the premier Division II athletes who are moving up into Division I more frequently because there is opportunity for NIL and because recruiting in every sport in particular, the high profile sports is a very imperfect process,” Hansburg said.

Even though there are four RMAC schools in the metro Denver area, athletes from those schools are not pulling in lucrative NIL deals as their Division I counterparts are. 

CU has been at the forefront of NIL deals. It was one of the first universities in the nation to set up an NIL marketplace where businesses can choose from a pool of the school’s athletes for such sponsorships. CSU and DU also have similar marketplaces. Athletes at service academies like the Air Force Academy are prohibited under federal law from cashing in on NIL deals because they are considered federal employees.

CPR News reached out to multiple other athletic departments in the state for this story, but many didn’t respond at the time of publishing.

RMAC Commissioner Chris Graham and member institutions were concerned about the competitive balance within Division II when the NIL deals were introduced. He said those concerns haven’t impacted the equity and competitiveness within the conference. But, it’s still a learning process, especially for rural universities.

“The concern would be at some point, not so much what opportunities our student-athletes have, but how it can be regulated in a way where institutions have involvement, where student-athletes aren't being exploited by those outside of college athletics, and while at the same time providing them some education and guidance on how to handle these particular deals that they may have an opportunity to take advantage of,” Graham said.

Changes were also made to the NCAA’s transfer rules to allow student-athletes on track to earn a degree to transfer and gain immediate eligibility regardless of how many times they transferred. 

Graham, a former all-Midwest Conference selection in basketball and baseball at Division III Ripon College in Wisconsin, admits that he’s not sure he could’ve denied himself the opportunity to earn money from NIL by freely transferring to a bigger institution without sitting out a year if he had that chance. But, the Division II schools in the state aren’t faced with the same dilemma in luring recruits with NIL deals.

“First of all, we have no revenue-generating athletic departments. We have a few sports within our league that may generate a little revenue, but it all goes back into the same pot to support up to 22 sports that we sponsor,” Graham said. “So, in the foreseeable future, I don't see this as being relevant.”

NCAA’s Division II receives at least 4.37 percent of the organization’s annual general operating revenue. From that, 75 percent is allocated to member conferences. Within the conference, 25 percent is divided among member institutions.

Recent audits show Colorado’s Division II schools face deficits ranging from $4 million to $10 million . According to the RMAC’s 2024 tax filing , the conference brought in over $2.3 million in revenues while incurring a similar amount in expenses during FY 2023.

Mines is actively looking at launching a NIL marketplace similar to Colorado’s Division I schools. But Hansburg said he realizes that not all student-athletes earn the same amount from NIL deals. So, they take a different approach.

Nationally known for its high academic standards, Mines has also shown its athletic prowess . The men’s cross country team has won three team national championships since 2015. They have won six individual national titles across cross country, track and field, and swimming. The football team is coming off back -to- back appearances in the NCAA Division II Championship game. The school has produced 172 Academic All-Americans along with 374 All-Americans all-time.

Hansburg said Mines hasn’t experienced an exodus to the portal, like at schools like CU. But, that hasn’t stopped bigger schools from trying to poach their athletes. He said one unnamed athlete has been contacted by schools even though their name isn’t in the portal and has no interest in leaving Mines. The school’s golf coach reported to Hansburg that about 45 Division I golf coaches were in attendance at last year’s DII regional championships.

Mines is taking advantage as bigger schools focus less on high school recruiting and more on attracting transfers, Hansburg said – using its academic reputation to attract and retain student-athletes.

“We joke that we're the original NIL. You get a degree from Mines and you're going to make a lot of money. So, leaving Mines is a bad business decision,” Hansburg said. “So we are kind of unique in that way.” 

RMAC Commissioner Graham believes the future is bright for collegiate athletics, but he hopes education remains a top priority among student-athletes.

“At the end of the day, I don't think it can be underestimated that we are still an education-based industry where our goal is degree completion in Division II,” Graham said. “We have exceptional leaders in our coaches who are molding and forming and mentoring young men and women within our programs in ways that are going to be far more valuable to them in the future than likely any of this revenue they can generate at the Division II level will impact them as student-athletes.”

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Big changes for the NCAA likely to upend scholarship limits and roster sizes across college sports

Nebraska players celebrate after a home run by teammate Ben Columbus (10) during the fifth inning of a game against Ohio State in the Big Ten NCAA college baseball tournament in Omaha, Neb., Friday, May 24, 2024. (Chris Machian/Omaha World-Herald via AP)

FILE - Arkansas players run past the Southeastern Conference logo during practice for the 2006 SEC men’s basketball tournament March 8, 2006, in Nashville, Tenn. The NCAA and the nation’s five biggest conferences have agreed to pay nearly $2.8 billion to settle a host of antitrust claims,a monumental decision that sets the stage for a groundbreaking revenue-sharing model that could start directing millions of dollars directly to athletes as soon as the 2025 fall semester. (AP Photo/Mark Humphrey, File)

FILE - An Atlantic Coast Conference sign is displayed by Florida State players after the team’s win over Louisville in the ACC championship NCAA college football game Dec. 2, 2023, in Charlotte, N.C. The NCAA and the nation’s five biggest conferences have agreed to pay nearly $2.8 billion to settle a host of antitrust claims,a monumental decision that sets the stage for a groundbreaking revenue-sharing model that could start directing millions of dollars directly to athletes as soon as the 2025 fall semester. (AP Photo/Erik Verduzco, File)

FILE - In this April 25, 2018, file photo, the NCAA headquarters is shown in Indianapolis. University presidents around the country are scheduled to meet this week in May 2024, to vote on whether to accept a proposed settlement of an antitrust lawsuit that would cost the NCAA nearly $3 billion in damages. (AP Photo/Darron Cummings, File)

Texas A&M’s Mya Perez, right, celebrates after a three-run home run against Texas in the seventh inning in Game 2 of the NCAA college Division I softball tournament super regional in Austin, Texas, Saturday May 25, 2024. (Meredith Seaver/College Station Eagle via AP)

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Cody McDavis’ life changed forever with a few strokes of a pen.

McDavis grew up in a single-parent home where his mother worked three jobs to afford life’s essentials. There was zero chance of paying for college if not for a basketball scholarship to Northern Colorado.

“The assumption was if I didn’t get a scholarship, I was not going to college,” recalled McDavis, now an attorney for a Los Angeles-based firm.

Scholarships are not going away in college athletics, but how many there are and which sports they will apply to in coming years are among the many questions stemming from a mammoth antitrust settlement and athlete revenue-sharing plan proposed by the NCAA and its five largest conferences last week. Nearly $2.8 billion in damages over 10 years must come from somewhere.

Scholarship limits for individual teams are expected to be lifted. That could mean even more scholarships available from certain schools for money-makers like football or basketball. It could mean that programs like baseball and softball — which have to slice and dice scholarships each season — could be fully funded. But even the wealthiest schools may have to make tough choices when it comes to investing in which sports.

The days of the straightforward national letter of intent, first implemented in 1964, are likely a thing of the past.

“I do think the athletic scholarship is going to change. I think the relationship between college and the athlete is going to change,” said Gregory Kaliss, an author and researcher at York College in Pennsylvania who has written about college athletics.

PARSING SCHOLARSHIPS

The NCAA says its Division I and II member schools provide more than $3.6 billion in athletic scholarships annually to more than 180,000 athletes. Yet not all scholarships are created equal.

For example, Bowl Subdivision football programs in Division I can dole out 85 full scholarship; those in the Championship Subdivision can hand out 63, but those are considered “equivalency scholarships,” which means they can be divided or parsed to provide partial scholarships to more athletes. Division II programs tend to carve up their 36 scholarships for multiple players.

That’s a familiar step for coaches in charge of much smaller rosters: As of now, schools can distribute 11.7 scholarships across a baseball roster of 32 players; a men’s soccer team can offer 9.9 full scholarships, a softball team 12.

What happens when the settlement terms begin, perhaps by fall 2025? A school could raise those roster sizes but will they commit to more scholarship money? Will they look for athletes who may not need the help because they have lucrative name, image or likeness deals?

“We have limited time to prepare for these changes,” Illinois athletic director Josh Whitman said in a public letter. “All athletic programs, including those in the Big Ten, face very real financial constraints. On our campus, we must determine what we can afford, who will receive these new scholarship or revenue sharing benefits and in what amounts.”

Florida softball coach Tim Walton, whose team advanced to the Women’s College World Series this past weekend, said he’s been on campuses where programs were dropped for financial reasons and, while he believes revenue sharing is the right thing to do, it could lead to the elimination of Olympic sports.

“That’s the reality. We’re just not going down a sustainable model for every athlete, every coach, every university, every program,” he said.

HOW BIG IS TOO BIG?

Two power conference administrators told Yahoo Sports they plan to add more than 100 additional scholarships at $9 million to $10 million each year . Clemson, which with 21 sports is smaller than the likes of Stanford (38), is planning for additional scholarship spending of $5 million to $7 million annually once the settlement terms are enacted.

That sets the stage for a much different recruiting landscape. Prospects and their families will likely need advocates and advisers ensuring that colleges live up to agreements amid all the uncertainty, said McDavis, who got his law degree from UCLA after graduating from Northern Colorado. He worries the new spending will attract problems.

“These leeches come out as street professionals,” McDavis said. “Suddenly, they know the best and they’re going to take a nice fee off the top of it. There’s going to be grifters.”

Karissa Niehoff, the CEO of the National Federation of State High School Associations, noted that 96% of teens who play high school sports don’t play in college. The organization has helped state federations be a resource for overwhelmed parents and expects the same thing to happen once the settlement details are firmed up.

“We’re doing our best to stay educated around what the reality is,” she said. “Around this deal, we’re not there yet.”

McDavis said he understands all too well the work college athletes put in and are deserving of compensation. He was also nostalgic about what will be lost — the notion of an amateur’s joy at achieving next-level success — in the shift to a more professional contract.

“There’s something about it that we all recognize as beautiful,” McDavis said. “I think that is the thing that we’re destroying.”

AP Sports Writer Mark Long contributed to this report.

AP college sports: https://apnews.com/hub/college-sports

Residents in Atlanta, Georgia left without water following water main breaks: What to know

Water main breaks in Atlanta, Georgia in the downtown and Midtown areas have caused major disruptions. Many residents have been left without water and a boil water advisory remains in place as crews work to fix the issue.

The breaks have forced many popular attractions, businesses and restaurants to close. Rapper Megan Thee Stallion's concerts at the State Farm Arena had to be canceled Friday and Saturday due to the continued impacts from the water main breaks.

In a press conference on Saturday , the Atlanta Department of Watershed Management (DWM) Commissioner Al Wiggins Jr. said the department is working quickly to repair the breaks.

“We have made significant progress since the last update we spent a significant amount of time removing pressure from the system in order for us to be able to conduct the necessary repairs,” Wiggins said. ”This took a little bit longer than we had expected because of the time that the repairs were done, there was not a lot of demand on the system so therefore it took a little longer to depressurize the system.”

Wiggins said he hopes to get the water running again in the area today, but also is not sure if that will happen. The department is working to slowly pressurize the system so it won’t result in further damages to other areas within the network.

Wiggins also understands the urgency and dependability of water in the city but would rather take a slower approach to fix the issue so a regression of the department’s work does not happen.

The breaks were caused by decay and corrosion, officials say.

23 people charged: With domestic terrorism after attack on Atlanta police center 'Cop City'

A boil water advisory is issued by the Atlanta Mayor

In a press release by Atlanta Mayor Andre Dickens, he said that the boil water advisory is still in effect and residents should follow the advisory until the DWM clears the area.

Dickens advises residents, “to boil all water prior to use or use bottled water for drinking, cooking, preparing baby food, or brushing teeth. The water should be boiled for one minute past the rolling boil. Infants, the elderly, and those who are with immune deficiencies should be cautious. Do not drink water from public water fountains in the impacted area.”

Dickens took to X to apologize to Atlanta residents for the inconvenience.

The DeKalb County Department of Watershed Management has set up a bottled water distribution for DeKalb residents affected by City of Atlanta’s water main break. Residents can visit the Human Services Complex, 30 Warren St., Atlanta from 3 to 7 p.m. today.

Residents take to social media to express outrage over water main breaks

Residents took to social media to discuss their frustrations about the water main breaks as many try to navigate without running water.

Instead of being mad about the major issue, some residents decided to take a different approach.

Ahjané Forbes is a reporter on the National Trending Team at USA TODAY. Ahjané covers breaking news, car recalls, crime, health, lottery and public policy stories. Email her at  [email protected] . Follow her on  Instagram ,  Threads  and  X (Twitter) .