business proposal for event planning

12 Best Event Proposal Examples Every Planner Should Bookmark

Master the art of event planning with our curated event proposal examples. Get templates and tips on how to create an impactful event proposal to inspire yours.

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Short answer

What is an event proposal?

An event proposal is a comprehensive plan outlining the vision for an event. It details logistics, creative themes, and, in cases like an event sponsorship proposal, specifies potential partnerships and funding sources.

This document is crucial for event planning, serving as a blueprint for execution and a persuasive pitch to potential sponsors.

Your event proposal needs to sell an experience, not list dry facts

Let's face it, the event planning landscape is crowded, and standing out is tougher than ever. You've seen those static, text-heavy event proposal samples. They're the norm, but they're not winning any standing ovations.

Think about it: if your proposal doesn't pop, how can you convince potential clients that your event will?

Now, imagine flipping the script. Instead of telling, you're showing. You're not just listing services; you're painting a picture of an unforgettable experience.

If you skip this read, you might miss out on the secret sauce that turns a maybe into a yes. Dive in, and let's transform your event proposal from a simple document into a compelling story that captures the essence of your event's potential.

Who is an event proposal for?

An event proposal is designed for clients and stakeholders who are considering investing in or sponsoring an event. It serves as a detailed preview, showcasing what they can expect from the event's experience, from the concept to the final curtain call.

What should be included in an event proposal?

A well-structured event proposal is your first step in painting the grand picture of your event. It's not just a document; it's a narrative that brings your vision to life, convincing clients that you're the maestro they need for a flawless performance.

A proposal for event planning should include the following sections:

Begin with the heart of your event. What are the goals and desired outcomes? Whether it's raising awareness, generating revenue, or celebrating a milestone, the purpose sets the stage for everything that follows.

2) Audience

Who will be in the spotlight? Identifying the target audience is crucial. It informs the tone, style, and content of your event, ensuring that every element resonates with those you aim to engage.

3) Timeline

Every event is a ticking clock. A clear timeline for planning and execution shows you're in command of every second, from the early planning stages to the final applause.

4) Location

Venue selection speaks volumes. Whether it's a proposal for event management at a grand ballroom or an intimate garden affair, detail the space's capacity and any unique attributes that make it the perfect backdrop for your event.

5) Event format

Detail the event's structure, from the opening to the grand finale. Will there be interactive workshops or a panel discussion? Highlight the key segments and guest appearances, making sure the format aligns with both the event's purpose and the audience's expectations.

6) Marketing and publicity

How will you turn whispers into roars? Your event proposal sample doc should include a robust marketing plan that details how you'll capture attention and fill seats.

The event budget proposal sample is where you get down to brass tacks. It's not just about the bottom line; it's about showing you can deliver a spectacular event within the financial framework, ensuring transparency and trust.

What is the best event proposal format?

The best event proposal format is web-based, mobile-friendly, and interactive.

The problem is that you are most likely still using the legacy static PDFs or Word documents.

Static event proposals are as compelling as a cardboard box– without being able to see what’s inside you can’t experience it and there's nothing to get you excited. Your Word doc or PDF proposal table has the information but it lacks the story.

But the story is what you’re really selling. It showcases the atmosphere and energy of the proposed event.

Instead of giving your readers bullet points, tables, and numbers, imagine bringing your proposal to life by letting them experience a preview of the event using videos and animated timelines.

Take a look at the legacy static PDF event proposal sample I grabbed from Hubspot below. Then look at the interactive event proposal example by Storydoc.

Ask yourself, which one captures the imagination?

Legacy static PDF event proposal sample

Modern interactive event proposal sample

Event proposal examples that sell your vision and expertise.

In the world of event planning, a proposal is your first impression, your pitch, and your promise all rolled into one. It's your chance to showcase not just what you can do, but how you can make the event unforgettable.

Let's explore examples that do just that, guiding you through the nuances of a proposal that doesn't just inform, but also inspires.

Jump ahead to page section

Event proposal deck

What makes this event proposal great:

• The proposal lays out a detailed project plan , mapping each step from conception to execution.
• It showcases a transparent budget section for clear financial expectations.
• The deck features endorsements and customization options to build trust and offer personalization.

Music event sponsorship proposal

• The interactive cover slide captures attention immediately with a dynamic video, boosting engagement by 32%.
• Detailed audience profiles in the deck enhance the proposal's relevance and appeal to potential sponsors.

The deck offers customizable sponsorship packages , showing a flexible approach to meeting various sponsor needs.

Modern music event sponsorship proposal

• Dynamic variables for personalization make the proposal feel tailor-made for each sponsor, enhancing the sense of exclusivity and attention to detail.
• Running numbers and data visualization elements throughout the deck make complex information easy to digest and remember.
• A smart CTA on the last slide offers a clear, engaging step for potential sponsors to take action.

Dark mode music event sponsorship proposal

• Logo placeholders are strategically placed, allowing for easy brand integration.
• The proposal includes interactive elements like charts and graphs for audience profiling.

Testimonials from past partners add credibility and give a voice to the brand's successful collaborations.

Light mode music event sponsorship proposal

• Image and video placeholders throughout the proposal offer a canvas for visual storytelling.
• Narrated slides can guide the viewer through the proposal, adding a personal and engaging touch.

Past events are described with placeholders for customization , which you can easily tweak using the intuitive editor.

Conference event proposal

• The proposal introduces logo placeholders , seamlessly integrated with a logo finder feature, allowing for effortless customization.
• It highlights various venue options, neatly organized in tabs , offering a comprehensive overview of potential locations.
• Detailed budget options are presented with custom icons and expandable text sections, providing a clear, user-friendly breakdown of costs.

Light mode event proposal

• The proposal features social media icons with clickable links on the last slide , enabling instant engagement and fostering a stronger online presence for the event.
• It incorporates dynamic variables for personalization throughout the presentation, ensuring that each proposal feels uniquely tailored to the recipient.
• An option to add an 'Accept' button is included, increasing conversion rates and simplifying the commitment process.

Dark mode event proposal

• The proposal features a portfolio segmented in tabs , offering a streamlined way to showcase past events.
• It introduces t he advanced option to connect to CRM systems , enabling the automatic pull of data for personalization.
• Utilizing scrollytelling , the proposal offers an immersive narrative experience, guiding potential clients through the event concept with a compelling blend of text, images, and interactive elements.

Modern event proposal

• The proposal utilizes grayed-out content for the event overview, creating a visually engaging experience that highlights key information while maintaining a sleek, modern aesthetic.
• An analytics panel access feature is included, offering real-time insights into how readers are interacting with the deck.
• The option to embed and play videos directly from the deck helps enrich the proposal with dynamic content that can better convey the event's atmosphere, testimonials, or detailed presentations.

Beer festival proposal

• An AI assistant can help you generate compelling text and vibrant images to create a customized narrative that perfectly aligns with the theme and objectives of the beer festival.
• A dedicated terms and conditions slide can be added to the proposal, providing a clear and concise overview of the event's policies, expectations, and legal considerations.
• The option to include an 'Accept' button within the proposal streamlines the confirmation process, making it a seamless transition from proposal to partnership.

Lost in Paradise event deck

• A clear outline of the space's capacity for both seated and standing events allows for easy event size planning.
• The proposal details a variety of catering options , showcasing the venue's culinary offerings.
• Transparent booking and staffing policies , along with a storage solution, provide potential clients with essential logistical information.

Slate corporate event deck

• Strong statement about the venue’s versatility , addressing the potential client's need for a space that can adapt to different types of events.
• The tiered pricing for different levels of service allows clients to tailor the event to their budget and preferences.
• The mention of "just three easy steps" to book an event simplifies the action in the client's mind, making it seem less daunting and more approachable.

How do you write an event proposal?

Creating an event proposal is like telling a story where you're the narrator, and your client is the protagonist, embarking on a journey towards an unforgettable event.

The key to a compelling proposal lies in its ability to be both personalized and persuasive. Here are a couple of tips that will help you write an event proposal that hits all the right notes:

1) Get to know your client

Begin your event proposal with a clear understanding of your client's vision. This isn't just about filling in the blanks of a template; it's about crafting a document that resonates with the client's aspirations for the event.

Start with a narrative that not only introduces the event but also aligns with the client's objectives, setting a strategic direction right from the outset.

2) Describe your unique approach

Introduce yourself and your team, emphasizing the unique skills and experiences that set you apart.

This section is your chance to shine and to articulate why you are the best fit for bringing the event to life. Highlight your past successes and how they align with the client's current needs.

3) Present the event logistics

Detail the event in a way that brings it to life for the client. Discuss the thematic elements, the ambiance, and the logistical framework.

This is where your expertise in storytelling will transform a standard event description into a vivid picture of what's to come.

4) List your services

Provide a detailed list of services, including potential vendors and suppliers, to give the client a clear picture of how you will manage every aspect of the event.

This section should reflect your attention to detail and your commitment to covering all bases.

5) Demonstrate value with past successes

Use this section to showcase your previous work, including testimonials and images from past events. This tangible evidence of your experience will help build confidence in your ability to deliver.

6) Offer transparent pricing

After painting a picture of the event, provide a detailed breakdown of the costs. Transparency here is crucial; it helps in building trust and managing expectations.

Include all elements, from venue costs to service fees, and offer options where possible.

7) End with a clear call to action

Conclude with a strong call to action that propels the client towards the next step. Whether it's a follow-up meeting or a prompt to sign on the dotted line, end your proposal on a note of action, urging them to take the journey with you.

Here's an example of a proposal with an accept button:

How to design an event proposal?

Designing an event proposal is about crafting a narrative that captures the imagination and holds the attention of your potential clients. It's about going beyond the basics to create a document that's as engaging as it is informative.

1) Tell a visual story

Start with a visual story that complements your written narrative. Use diagrams or storyboards to map out the event flow or layout. This not only adds depth to your proposal but also helps clients visualize the event's structure and flow.

2) Incorporate your client’s branding

A consistent brand feel is crucial. With tools available today, you can effortlessly extract branding elements from any website in just a few clicks.

This ensures your proposal is on-brand, with the right colors, logos, and typefaces, aligning your design with the client's identity seamlessly.

3) Use data visualization

When it comes to numbers, show, don't tell. Use graphs and charts to present the budget and ROI in a way that's instantly understandable. Data visualization can turn dry statistics into compelling storytelling tools.

4) Personalize the experience

Personalization is key in making your client feel special. Imagine a proposal that greets them by name and references their past events or preferences.

This is possible with smart tools that sync with your CRM to tailor each proposal to the recipient using dynamic variables.

5) Add interactive content to boost engagement

For digital proposals, embed interactive content like virtual venue walkthroughs or clickable prototypes of event setups. This interactive layer invites clients to engage with your proposal in a hands-on way.

6) Focus on readability

Keep your proposal easy on the eyes. Break up text with 'read more' options and organize details into tabs. This way, you can pack in lots of information without it feeling cluttered.

Tiered slides are a neat trick for adding depth without overwhelming your reader at first glance.

7) Invite action

Wrap up your proposal with a warm invitation to take the next step. Whether it's a chat over coffee to hash out details or a simple form to get their feedback, make it clear and easy for them to move forward with you.

Here’s an example of an event proposal designed according to these practices:

Interactive event proposal templates

Crafting an event proposal can often feel like assembling a puzzle without the picture on the box, especially when you're working with templates that are all text and no spark.

It's a world of endless bullet points and bland pages that barely get a second glance.

Enter the game-changer: interactive event proposal templates . They swap out yawns for engagement, turning what could be a forgettable read into a memorable exploration.

With these templates, you're not just listing details; you're telling a story with every click and scroll.

Take the leap, grab a template, and watch your event proposals come to life!

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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• 7 steps to crafting a winning event pro ...

7 steps to crafting a winning event proposal (with template)

Like a resume, an event proposal showcases your event management skills and experiences for potential stakeholders to consider when deciding who will run an event. Use our event proposal template and follow these seven steps for writing an impressive proposal.

Whether you're organizing an industry-wide seminar or seeking sponsorships for an upcoming tradeshow, a winning event proposal illustrates why stakeholders should trust that your event will be a success. 

However, putting together an effective proposal takes more than just good event management skills. To really impress a potential client or stakeholder, your event proposal should include a balance of descriptive writing, visual elements, and comprehensive logistics. Stand out from the crowd with these seven steps and best practices for incorporating these elements into your proposal. 

What are the components of an event proposal?

 An event proposal covers: 

The purpose of the event

The individuals or suppliers that are involved

The logistics of running the event

Like a resume, an event proposal showcases your unique skills and event organizing capabilities for potential clients and stakeholders to consider when deciding who will run an event. You provide them with a chance to review the elements you will incorporate to make their event a success. 

Effective event proposals illustrate a clear, concise, and comprehensive vision for the event—think of it like an elevator pitch . Impress your stakeholders by following these seven steps to crafting an engaging proposal. 

1. Meet with the prospective client or stakeholders

Before you begin crafting your proposal, you should have a clear understanding of your prospective client’s expectations for the event. Schedule an initial meeting to discuss what they have in mind for this event. 

Clarify things like:

The event name

The type of event

The number of guests

Date, time, and desired location

Theme, overall aesthetic, color, or ambiance

What they hope to accomplish with the event

It’s important to note your prospective client or stakeholders may not have any clear expectations at this point in the project—that’s probably why they’re looking for an event planning expert. Prepare to inspire your client with a portfolio of your past work, color swatches, mood boards, etc. Note any elements that spark their interest and don’t be afraid to pitch your own ideas. 

As with any business meeting, you want to leave your prospective client with a good impression of you. Follow proper business etiquette every time you meet with these event stakeholders.  

2. Sell yourself

The first step in crafting the actual event proposal is to introduce yourself and your event team. 

Your intro should include:

A brief description of your background 

Your event experience and qualifications 

Your scope of work

Your company name (if applicable)

Any relevant certifications 

Licensing (if applicable)

Professional references

Business associates

Federal employment ID (if applicable)

Past wins that exemplify why you’re the right person for the job

Keep in mind that your client may be looking at multiple event proposals from different planners. In this section, focus on what skills set you apart from the competition and which ones would best address the client’s needs for this event.

3. Write an appealing event description

Once the introductions are out of the way, you can focus on the meat of your proposal—the event description. This overview provides a summary of how you plan to deliver the event. 

The description should include:

The goal for the event

Any details or expectations discussed in prior meetings with the client

A general time frame of the project

Possible venues, caterers, or other suppliers

Your overall vision and how you plan to achieve it, including theme, colors, ambiance, etc.

Your event description shouldn’t just lay out the logistics of the event—this is your chance to persuade your client or stakeholders that your event will be a success. If you’re not a skilled writer, consider hiring someone who can help put your vision into words and make this section as appealing as possible. 

It may also be a good idea to include reference photos, mood boards, and color palates to help your client envision what you have in mind for their event. Remember to put their needs first when crafting the event description. 

4. List all services offered

This list will give your prospective client or stakeholders an in-depth view of what services you will be providing for the event. This will also include the suppliers you plan to use. This list should require a good bit of research—from table cloths to party favors, you want to be sure to list everything you’ll need for the event.

If it is a smaller function, such as a dinner party or baby shower, use bullets or a table to list the services you and your team will provide. Break up your list into sections for each aspect of the event if you're planning a large to-do, like a wedding or company-wide holiday party. 

5. Showcase your previous work

If your stakeholders aren’t completely sold on your vision yet, this is your opportunity to convince them your events are second-to-none. If you’ve planned similar events before, include photos and client testimonials to exhibit your work. 

Visual representations of your past work can help your prospective clients see your capabilities, and are a great way to prove your style matches what they had in mind. Having past events for comparison may also help your stakeholders realize what they do or don’t want for their own event.

6. Include proposed costs

Naturally, your client or stakeholder is going to want to know how much the event is going to cost. After describing the event in a way that your stakeholders can easily visualize, create a detailed summary of how much each element of the function will cost and the purpose they serve. 

Again, it’s important to be as detailed as possible in this section—you don’t want to blindside your client with unexpected costs that weren’t included in the proposal. Don’t forget to list even the most insignificant items, like chafing dishes that keep the food warm, or setup and transportation fees for rented equipment. You should also include any possible discounts they could receive, such as an early booking discount.

7. Note any event policies

If applicable, list your event policies at the end of your event proposal to help manage your client expectations properly. 

You might include requirements such as:

Minimum guaranteed headcount

Limited time offers on your proposal

Your cancellation policy

Rental or damage policies

Payment due dates

Finally, wrap up your proposal by thanking your prospective clients or stakeholders for the opportunity to work with them. Don’t forget to include your contact information so your prospective clients can get a hold of you if they have any questions (or, better yet, want to hire you).

Event proposal template

Use this template as a general guide to writing your proposal. However, every event is unique and may require different information. Tailor this event proposal template to best suit your client’s needs.

Personalizing your proposal will also help it stand out from the competition. If applicable, incorporate your client’s logo and brand colors throughout the document.

Best practices for writing your event proposal

An event proposal should be more than just information on paper. Aspire to entertain, inspire, and inform your audience with these event proposal best practices. 

Tell a story

Storytelling elicits emotion and excitement—two things that can help tip the scales in your favor. When writing your event description, your client should be the hero of the story. Describe what they can accomplish with your help—and what’s at stake if they go with another event planner. 

To help piece your story together, try to answer these questions:

How can the hero (your client or stakeholders) benefit emotionally, socially, and practically from letting you plan their event?

What obstacles might you encounter? As their guide, how will you help them anticipate and overcome these challenges?

What will the reward look like for your hero’s success?

Adding drama to the story is just a small example of how you can bring their event to life. By giving yourself a place in their story, you’re building an emotional connection with the client that will make it difficult for them to establish with another party planner. 

Be attractive and informative

A perfect event proposal should be comprehensive and detail-oriented—a cluttered, text-heavy proposal might give your client the wrong impression about your organizing skills. 

Instead, focus on creating an aesthetically pleasing event proposal to impress your stakeholders and save them processing time. People retain 80% of what they see , so incorporating creative visual elements is an easy way to set yourself apart from the competition. These could be:

Graphic design elements : Try your hand at adding a bit of spice to your proposals by adding fun graphic elements with Adobe Illustrator or free tools like Canva. You can also hire a freelance graphic designer if you want to leave it to the professionals. 

Visual layouts : No one likes skimming through a big wall of text. Using strong visual elements like logos, past event photos, color palettes, graphs, and charts will make your proposal more comprehendible. Witty headers and images will also help set the tone of your proposal.

Motion graphics : Videos, animated slideshows, and image carousels are a unique way to grab and sustain attention while reinforcing key points. 

Keep in mind the purpose of your event proposal is to showcase how well you can align your event vision with your client’s expectations and goals. Consider what elements they’d be most interested in seeing—and be careful not to overwhelm them with too many visuals. 

Write for your audience

Your event proposal should be about what your clients or stakeholders will get from your event—the more you elaborate on this, the more effective your proposal will be. 

Take the time to thoroughly research your client’s event, vision, business needs, and expectations. Showing that you have an understanding of these things will be crucial for the foundation of your event proposal. If you’re having trouble putting yourself in your client’s shoes, think of how you want the reader to perceive you and your company.

Tip: When writing your event proposal, default to the client’s terminology. For example, if they refer to an office get-together as a “happy hour,” use “happy hour” in your proposal. 

Emphasize your unique values

You may be writing for your client, but focusing on the unique values you and your event bring to the table should also be a priority for your event proposal. 

Highlight these values throughout your proposal to give your readers concrete reasons why they should invest in your event. 

Layout the logistics

You may impress your stakeholders with your qualifications and elaborate event description, but you need to prove that you’ll effectively and efficiently pull off the event. 

In your event proposal, highlight your ability to handle logistics by providing a detailed overview of the event. Illustrate how you’re planning to pull all the elements together to create a cohesive and successful event. 

Be transparent about the budget

Most people dread talking about money, but not talking about budget up front could cause major miscommunication further down the line. Luckily, there are ways to present this section of your event proposal with tact. 

By staying on theme with the rest of the event proposal best practices, you can position your proposed budget by tying it back to your client values. The costs should align with your client’s needs, event vision, and desired impact. For example, a five course dinner might be appropriate for a royal wedding, but it’ll likely be a bit over the top for more casual events. 

Remember that transparency is key when proposing your event budget. Being honest and realistic about their options can help establish trust between you and your prospective client. A good practice is to break your list up into three sections:

Flexible costs with high and low-end options

Service fees

If you’re nervous your cost will be the determining factor for your client or stakeholders, include a high- and low-end budget so they can decide what works best for their needs. 

Get the gig with a top-notch event proposal

The best event proposals balance thorough research and detailed lists with descriptive writing and rich visuals. As you compose your proposal, remember to not only highlight your suggestions and vision for the event but also how it all ties back to your client’s values and expectations.

Once they hire you for the job, use your proposal to streamline your event management process. An event proposal template will help you stay on top of supplier communications, budget tracking, team schedules, and more.

Related resources

How to use a feasibility study in project management

How to track utilization rate and drive team profitability

How to accomplish big things with long-term goals

Smooth product launches are simpler than you think

Money Talks → Events & Entertainment

How to write an event business proposal that picky clients will love

February 25, 2022

Don’t use a cookie-cutter event proposal template

Consider your word choice, prioritize the client’s vision, show why you’re right for the job, how to present price and seal the deal, services offered, services provided, define your event planning timeline, include policies and conditions.

• What to include on your event business proposal

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Related Articles

Writing event proposals is an artform. Nail your event proposal, and you’ll score gigs with ease. Struggle with your proposal, and it’ll be tough to book solid work — even if you know you’d do a great job throwing the event.

Plus, not all clients are going to have the same standards when it comes to proposals. Here’s how to write a proposal for an event that even picky clients will love.

You want to stand out as the best choice when you’re writing an event proposal. Do you think that’s going to be the case when you use the first free template you find online? Almost certainly not.

To get people to take you seriously, you need to create an original event planning template that does a few critical things.

First, you want it to have an appealing layout that conveys all essential information at a glance. It should follow a logical order and provide sufficient detail, while also not being too text heavy. Incorporating photos from past events and other visual items like renderings can be effective when done well. It’s a good idea to have a few people you trust look over your template before you send out any proposals so you can catch any mistakes before the client does.

Secondly, remember that clients will choose you because they love your vision and what you have to offer. You’re going to bring your own energy to the event, and clients want to see that every step of the way — including in your proposal. Incorporate branding when appropriate. This can mean logos, fonts, and overall design. It’s fine to draw inspiration and use ideas from templates you find online.

Bottom line: The event proposal template you ultimately create needs to be your own if you want it to dazzle potential clients.

The words you use can sometimes be just as important as what you’re trying to communicate. For example, it’s important that you sound engaged and excited about working with potential clients. Successful event planning depends on building relationships. Your clients want to feel like you truly understand their needs and expectations for their event. Engage in active listening, and you’ll get that across.

At the same time, you want to maintain a professional tone, so your clients feel that they can trust you with throwing the event of their dreams. No one is going to be interested in hiring you if you just ramble on without telling them exactly why you’re the right person for this specific job.

It’s also imperative for you to think about what words you choose to describe the client. Do a little bit of background research to see how they talk about themselves online. Using some of the same language can affirm that you’ve done your homework and understand their wants and needs.

At the end of the day, the client wants to be satisfied with your services. There’s no way for them to know how well you’ll meet their expectations if you’ve never worked together in the past. You’re going to do a much better job convincing them of your capabilities if you address their vision in your proposal.

Run through all the things they’re looking for from their event. This includes the basics, like the date, time, location, and number of guests, as well as creative goals, such as aesthetics and theming. Will other vendors be needed for catering, music, or photography? Strategically plan how you want to address all of these elements in your event proposal. It’s important to prioritize based on what you anticipate the client will be most passionate about.

For instance, if you’re creating a wedding planner business proposal, check off all the must-haves on the couple’s list. If they want a more traditional wedding on a mid-range budget, don’t suggest they have the ceremony on top of the Eiffel Tower. On the flip side, if a potential client says a unique location is important to them, don’t say they should have the reception in a hotel banquet hall.

You also don’t want to dedicate a ton of space to raving about the special embossed napkins you’ll have for the event. That’s a nice feature, but it’s not going to make or break the whole proposal. Instill confidence in potential clients by giving the most space to the most important elements of the plan — and work in descending order from most important to least important.

You know you’re the right person for the job. But how will your client know that? Show, don’t tell. But isn’t an event proposal supposed to be all about telling, you ask? Not quite. Simply telling your clients what you’ll do is way less convincing than showing them what you’ve already done.

The words on your event planning proposal are there to give concrete details about just that — your plans. How you execute is what’s going to show the client you’re the right fit.

Everything needs to be tight. If there are mistakes in your proposal, the client is going to assume you’ll also have issues when it comes to running their event. This is another area where photos can give you a big boost. It’s one thing to say you’ll do X, Y, and Z for the client. It’s a lot more convincing when you can show a picture of you doing those things at another event in the past. Not only will this lend you legitimacy, it’ll give the client a clearer idea of what to expect.

Cost is one of the biggest points of contention when it comes to event planning. But just because pricing is a tough bridge to cross doesn’t mean you should avoid doing it.

You want to give accurate price estimates in your event proposal for a few reasons. Most importantly: there’s no reason to waste everyone’s time if the price isn’t going to work out. It’s a good idea to itemize your budget so the client can see how much is being allocated to each element. Doing this will give the client a better reference for what they’re going to get for their money. Be ready to back up every price point you propose, too.

We recommend organizing this section of your proposal into two parts: Services Offered and Services Provided.

Begin with an outline of all the services you can offer during the event. For small events like a baby shower or dinner party, you can keep this simple. Make a list of bullet points that lists out all of your duties, such as hiring vendors and day-of staff, setup and cleanup, coordinating vendors and activities, or ordering food and beverages. Next to each item, list the cost. If applicable, list the vendor you’ll hire.

For large events such as weddings, you may want to break these service sections out by function. You might organize your proposal using a timeline of the event, and then outline the different services offered and provided for each function, such as the rehearsal dinner, cocktail hour, and so on.

Pro Tip: If you offer upgrade services (such as extra staff or a wedding send-off with sparklers), include those here, too — and be sure to include a photo. You never know what might catch your client’s eye!

Next, break down each portion of the event with a short, 1-3 sentence summary explaining what’s offered with each service, which vendor will be offering it, and the cost. For example, under Event Planning, you might introduce the name of the event coordinator working the event, their availability, and the cost for your event planning services. Under Catering, you can provide an overview of your preferred vendors, what they can offer, and pricing. Include a section for each portion of the event, such as setup, registration, food, bar, music, entertainment, and breakdown and cleanup.

Put your clients at ease by giving your clients a rough outline of when everything will be completed. Highlight key milestones, such as when you expect to have all the vendors hired. Also make sure your clients are aware of the pieces they’ll be responsible for, such as attending a cake tasting or finalizing their guest lists.

It’s important to let the client know your policies and conditions as soon as possible. For example, always address how you handle cancellations. You don’t want the client to call you the day before the event to call it off. By that point, you’ll already have put in tons of work into getting things in place. Having a policy that only lets the client cancel before a certain time frame ensures that you’ll still get paid even if they have a last-minute change of heart.

Pro Tip: Consider including an expiration date on your proposal, such as 30 days. This creates a sense of urgency and ensures you don’t end up double-booking yourself!

What to include on your event business proposal:

To recap, here’s everything you need to include when writing an event proposal:

• Your branding, company logo, and contact information
• A description of the event
• Proposed pricing for all services
• Event planning timeline
• Your cancellation and payment policies

Tie it all up with a compelling elevator pitch. Provide a brief overview of who you are and your event planning business. Include details like how long you’ve been in business, the types of events you specialize in, and any awards or recognition you’ve received (or big-name clients you’ve worked with).

You’re almost there! There’s just one more thing you can do to earn your client’s trust: tell them you’re insured.

It’s essential that you show the client you’re insured. Most people aren’t going to hire you unless you can provide them with a Certificate of Insurance or some other proof that you’re covered against claims of liability.

When you get events and entertainment insurance from Thimble, you’re going to be getting a form of General Liability insurance . This type of insurance protects against two important types of liability claims: damages from bodily injury and property damage. So, if a third party suffers property damage or bodily injury as a result of your participation in an event, your coverage will kick in to cover the costs of investigating the claim, defending you and paying any settlement amounts, so that you — or the client hiring you — will not be forced to pay out of pocket.

An event proposal is your way of leaving a shining first impression on a client, so it’s key that you put your best foot forward. Following these guidelines can help your proposals stand out from the rest.

Crafting the perfect event proposal takes work, but your business deserves it! Your business also deserves to be protected from liability. Get covered in less than 60 seconds with Thimble’s Event Planner Insurance . Just tell us your ZIP code and a few quick details about your event planning company — and boom, you’ll get your instant policy, and certificate of insurance in your inbox!

Written on August 22, 2019 | Last updated: February 25, 2022

Our editorial content is intended for informational purposes only and is not written by a licensed insurance agent. Terms and conditions for rate and coverage may vary by class of business and state.

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General Tips , Planning Tips , Your Event Career

How to Write an Event Proposal (with a Template and Tips)

As a professional event planner, you know that writing an event proposal is one of the most important steps in the planning process! After all, a well-written proposal can help you secure a client and get them excited about your proposed event. In this blog post, we will break down how to write an event proposal from start to finish.

We’ll also provide useful tips for making your proposal stand out from the competition. Finally, we will even provide you with an example template that you can use to write your own event proposal.

So, let’s get started!

What is an event proposal.

First thing’s first: an event proposal is a document that outlines the details of an event. Furthermore, it explains why it should be approved.

What Should Be Included in an Event Proposal?

Your event proposal serves as a sales pitch to potential clients, outlining the benefits they can expect from your proposed event. A well-written proposal should include all necessary information about the event, such as:

• Venue selection
• Staffing needs
• Marketing plans, etc.

Ultimately, the goal of your event proposal should be to persuade the client that you can provide a successful, professional event.

PRO TIP: Dream of a career in event planning, but don’t know where to get started? This ULTIMATE GUIDE will reveal how you can get trained, certified, and ready to book your first client in as little as 3 short months!

Is an event proposal the same as an event plan.

This is a VERY important question, as many people mistakenly believe that a proposal and a plan are the same thing. But the truth is, they are two different documents.

An event proposal outlines what you intend to do. Think of it as the sales pitch!

On the other hand, an event plan is a document that outlines all of the details of how you will actually execute the event once it’s been approved. It includes all necessary steps, such as guest list management, staffing needs, catering needs, rental orders, etc.

How Do You Write an Event Plan?

If you’ve come this far and realized that you’re actually trying to put together an event plan, and NOT an event proposal, we highly recommend these two helpful blog articles:

• Free Template: How to Create a Winning Event Plan (by Eventbrite)
• How to Write a Great Event Plan (by True Film Production)

They’ll definitely be able to guide you in the right direction!

However, if you ARE looking for help to write an event  proposal , keep reading…

Creating an Event Proposal: What to Know Before Getting Started

Before you even begin writing your proposal, it’s important to understand the basics of how to write a successful event proposal.

How Long Should an Event Proposal Be?

When it comes to length, the answer really depends on your client’s requirements. Some clients might prefer a detailed, 10-page proposal while others may simply need a one-pager. Therefore, make sure you research what they are expecting before starting to write your proposal.

What is the Proper Format for a Proposal?

The best way to format an event proposal is to use a standard business letter format . This includes:

• Header with contact information
• Subject Line
• Introduction of your company and the event you are proposing
• Details of the event, such as date, time, location, goals, etc.
• Discussion of budget and other details
• Call to action
• Closing statement

Furthermore, you should also make sure to include a signature line at the bottom, along with your printed name and contact information. This will help make the proposal appear more professional!

Paper or Electronic?

Again, this really depends on the preferences of your client. Some clients may prefer a paper copy while others might prefer an electronic one.

If you decide to go with an electronic version, make sure to save it in a PDF format so that it can be easily opened and viewed by anyone with a computer or smartphone.

Understanding the Fundamentals

Next, you can’t write an event proposal if you don’t understand the scope of work, budgeting needs and expectations, how to research competitors, or how to create a timeline. Only once you understand these requirements can you begin crafting your document with confidence!

So, let’s take a closer look at each one…

1. Scope of Work

The scope of work is essentially the foundation of your proposal.

Here, you should outline what will be done, who will do it, and how long it will take to complete. If possible, you should also include a breakdown of tasks with estimated deadlines. This will give the client an idea of what to expect from you!

2. Budgeting

A well-crafted proposal should include a breakdown of the budget for each component of the event. Additionally, it should also include details about how much funding is needed, who will be responsible for what expenses, and any other relevant information related to budgeting.

3. Research Competitors

Researching competitors is a great way for you to get an idea of how much the event should cost. Not to mention, it’ll help you see what services are offered by other vendors in your area. In turn, this can help you determine the best pricing for your services and make sure that your proposal looks competitive!

4. Create a Timeline

Lastly, creating a timeline is essential for an event proposal! This will show the client that you have a plan to get everything done on time. Be sure to include all necessary steps and estimated dates of completion so that they can see how well you are organized!

PRO TIP: Make sure to download our FREE sample event planner checklist (6 month timeline)!

How to write an event proposal from start to finish.

Now that you understand the basics of creating an event proposal, let’s take a look at how to actually write one from start to finish!

What are The 5 Steps in Writing Your Proposal?

Step 1: gather the necessary information.

Before beginning the writing process, you’ll need to gather all of the necessary information about your event. This includes facts such as date and time, location, activities, budget, and more.

Step 2: Determine Your Audience

After you have the necessary information, it’s time to determine who your audience is for this proposal. Is it a potential client? A company looking for vendors? Knowing who you are writing the proposal for will help you create content that speaks directly to them.

Step 3: Start Writing

Now it’s time to actually start writing the proposal. Begin by introducing yourself and your company, as well as outlining the event you are proposing. Then, include details about what will be done, budgeting needs, competitors, timeline expectations, and more.

Step 4: Proofread and Revise

Before submitting the proposal, it’s important to proofread and revise your work. A good rule of thumb is that the first draft is NEVER the one you want to submit at the end. By revising and proofreading your event proposal, you can ensure that all information is accurate.

Plus, it’ll give you an opportunity to make changes or additions if necessary.

Step 5: Submit the Proposal

Once you are happy with the content of your proposal, you can submit it to the client or company!

Writing an Event Proposal: Tips and Tricks

Although following the steps outlined above can help you craft an effective event proposal, there are a few more tips and tricks that you should keep in mind:

• Make sure to tailor each proposal to the specific job or client.
• Always include contact information for yourself or your company.
• Keep it concise – no one wants to read a long and boring proposal.
• Outline the benefits of working with you or hiring your company.
• Make sure to highlight any special skills or qualifications that you may have.
• Include testimonials or references from previous clients, if possible.

Following these tips can help ensure that your event proposal is successful!

PRO TIP: Speaking of special skills and qualifications – if you’re not yet professional trained and certified as an event/wedding planner, why not start there? Earn YOUR globally-recognized certification in as little as 3 short months with QC Event School’s self-paced, online courses !

Critical mistakes to avoid.

When writing an event proposal, there are some critical mistakes that you should avoid in order to make sure your document is as professional and organized as possible. Here are the top five:

Mistake #1: Not doing enough research.

It’s important to understand who you’re writing for, what their needs are, and how you can meet them. Not doing adequate research could mean that your proposal is not tailored to their needs.

Mistake #2: Not including enough detail.

You want to make sure that you provide enough information about the event, budget, timeline plans, etc. Make sure to include all of this in your proposal so that the client has a full understanding of what they are hiring you for.

Mistake #3: Not proofreading your work.

Proofreading is essential before you submit any document! Even if you think the proposal looks and reads well, it’s always best to double-check and make sure that there are no spelling or grammar errors.

If you need help proofreading your event proposal, we recommend any of the following options:

• Asking someone you know (who is good at grammar) to review it.
• Using a professional proofreading service, such as Grammarly .
• Using an online spellchecker or grammar checker tool, such as ProWritingAid .

Mistake #4: Trying too hard to impress.

It’s important to sound professional and show enthusiasm for the project, but don’t go overboard with trying to impress the client! If your proposal is too flowery and/or borders on brown-nosing, it could have a negative effect.

Mistake #5: Not following instructions.

Lastly, many clients will provide specific instructions on how they want to receive the proposal. Make sure to follow these instructions and submit the document in the format requested.

By avoiding these five mistakes, you can make sure that your event proposal is professional and effective!

How to Write an Event Proposal for a Sponsorship

Now, writing an event proposal for a sponsorship can be a bit more challenging. After all, you’ll need to create content that directly speaks to the sponsor and outlines the benefits of partnering with your event.

Typically, if you’re seeking the assistance of a sponsor, it’s because you need help with some of the costs associated with hosting your event. In this case, you’ll need to include the following in your proposal:

• A detailed outline of the event and its purpose;
• An explanation of what type of contribution you’re expecting from the sponsor;
• And details on how the partnership will benefit both parties involved.

Tips for Writing an Effective Sponsorship Proposal

When writing a sponsorship proposal, it’s important to keep in mind the following tips:

• Be clear and concise. Make sure your message is easy to understand and avoids any kind of jargon or technical terms.
• Make sure to highlight what makes your event unique and why it’s worth sponsoring.
• Include specific information on how the sponsor’s contribution will be used and the potential impact it could make.
• Provide detailed information about your target audience, marketing plans, etc.
• If you can, provide past examples of similar events that have been successful in getting sponsorships.
• Most importantly – be sure to thank your prospective sponsor for their interest, regardless of whether or not they choose to contribute.

PRO TIP: Get sponsorships for your events with these 4 tried-and-true strategies !

3 Event Proposal Examples

Example #1: corporate event proposal.

In this first example, let’s imagine that you’re a corporate event planner with your own business. Your business is called “The Event Planners” (imaginative, we know) and you specialize in event planning for corporate clients.

Your client is a large tech company that is looking to host an exclusive event for the launch of their new product. For the sake of this example, the product in question is a new type of smartwatch. Their budget for the event is $50,000.

In this case, the event proposal might look something like this:

“The Event Planners specializes in hosting successful corporate events. We have extensive experience in planning and executing a wide range of projects for clients within the tech industry, including product launches, conferences and special events.

We understand the importance of making your event stand out from the competition, which is why we create custom solutions tailored to your specific needs. For this event, we will create a unique atmosphere that reflects the excitement surrounding the launch of your new product, while also providing an enjoyable experience for your guests.

Our services include the following:

• Securing venue and catering services
• Creating custom decorations and ambiance
• Designing promotional materials
• Managing audio/visual services
• Providing entertainment options
• Coordinating logistics and transportation

The total cost of the event will be $50,000. In return, we guarantee you a successful event that effectively showcases your product and leaves a lasting impression on your guests.

We have extensive experience in the tech industry and are confident that we can create a unique event that meets all of your expectations. Please let us know if you have any questions or need more information.”

Example 2: Nonprofit Event Proposal

In this second example, let’s imagine that you’re a nonprofit organization looking for sponsorship to help cover the costs of hosting your next event. Your nonprofit is focused on providing educational resources and support to underserved communities, and you’re planning an event to raise awareness about these issues.

The goal is to secure $5,000 in sponsorships to help cover the costs of venue rental, food and beverage, decorations, audio/visual services, transportation and other expenses associated with the event.

Your proposal might look something like this:

“We are a nonprofit organization dedicated to providing educational resources and support to underserved communities. Our mission is to ensure that everyone has access to quality education and resources, regardless of their background or economic status.

We are in the process of planning an event to raise awareness about our mission and the issues facing these communities. Our event will be a celebration of our progress as well as an opportunity to educate people on how they can get involved and help support our cause.

To make this event successful, we need to cover the costs of venue rental, food and beverage, decorations, audio/visual services, transportation and other associated expenses. As such, we are seeking sponsorships in the amount of $5,000 to help make this event a reality.

In return for your support, we will provide you with numerous opportunities to promote your business to the attendees of the event, as well as recognition on our website and social media outlets.

We are confident that this event will have a positive impact on our organization and those we serve. By partnering with us, you can help make an invaluable contribution to our cause and be part of something truly special. Thank you for your consideration.”

Example #3: Wedding Proposal

In our third example, let’s imagine that you’re a wedding planner looking to secure a contract for an upcoming wedding. You have experience in planning and executing all types of weddings, from traditional ceremonies to large-scale events.

Your proposal should include information about your services, pricing, and other details relating to the event.

Here is an example of what your proposal could look like:

“We are a wedding planning company with years of experience in creating and executing dream weddings for couples all over the world. We specialize in helping couples create the perfect wedding that reflects their personal style and taste.

For this particular event, we will take care of every detail from start to finish. Our services include:

• Helping the couple select a venue
• Designing their wedding decor
• Creating their wedding menu
• Organizing the entertainment and activities for their guests
• Booking vendors
• And much more

The total cost of our services is $20,000. This includes all necessary fees associated with planning and executing the event.

We have the necessary experience and expertise to make sure this wedding goes off without a hitch. We look forward to working with you and helping to create a beautiful and memorable celebration for the happy couple.”

Event Proposal Free Template

Finally, here’s a free reference template that you can use as inspiration when writing your OWN event proposals in the future. Enjoy!

Event Details

• Event Title : [Insert here]
• Target Group(s) of Event : [Insert here]
• Proposed By : [Insert here]
• Hosting Organization : [Insert here]
• Event Date(s) : [Insert here]
• Venue(s) : [Insert here]
• Amount Requested for Budget : [Insert here]

Event Description

This section should include a brief overview of the event, its purpose, intended target audience and desired outcome. Importantly, make sure this section includes:

• The expected number of hours/days the event will be held;
• Number of guests/attendees expected;
• The venue where the event will be held;
• Your event objectives;
• The most important feature of the event (e.g. keynote speaker);
• Any other notable features or activities planned;
• Why it will benefit the organization, stakeholders, etc. to take part in this event, etc.

Proposed Event Program

Here, you will spell out the timeline for the event. Include a day-by-day (or hour-by hour) breakdown of activities, such as panels, keynote speakers, workshops and other activities that have been planned for the event.

Additionally, make sure to get real specific about the following details:

• Arrival times (if any);
• Start and end times for the event/event activities;
• Presentation times;
• Speeches and/or special announcements;
• VIP arrivals and departures, etc.

Human Resources

In this section, include information about any staff needed to support the event. This could include volunteers, speakers, a moderator and/or panelists, as well as any other personnel that would be necessary for the event.

Next, you’ll want to discuss why you’ve chosen the particular venue you have – and how that venue will benefit the event. This is also the section to discuss any special accommodations necessary, such as audiovisual equipment, seating arrangements, etc.

PRO TIP: Learn more about properly researching and finding the PERFECT venue for your event!

Scope of work.

Here, you’ll want to outline exactly what services your organization will provide for the event. This includes:

• Any contacts/vendors you will be working with;
• The design of invitations/registration forms;
• Provide food and beverage for the event (if any);
• Organizing logistics, such as transportation and accommodations;
• Coordinating event photography and/or video recording;
• Providing any additional materials needed for the event, such as decorations or props;
• Managing post-event activities, such as follow-up emails or surveys.

Budget Breakdown

You’ll use this next section to break down a detailed budget for the event. This should include the following:

• Personnel costs (e.g. speakers, moderators, volunteers);
• Venue rental;
• Catering expenses;
• Marketing/promotional costs;
• Cost of materials (e.g. decorations, props);
• Travel expenses (if applicable).

This section is particularly necessary if you intend to get government funding or some sort of sponsorship for your event. Here, you’ll want to explain why it’s important to measure the success of the event and detail how you plan on doing so.

Measurements of success might include (but aren’t limited to):

• Number of attendees;
• Attendee/participant satisfaction ratings;
• Sign-ups for a newsletter/follow-up activities;
• Amount of media coverage;
• Number of new recruits;
• Increase in bookings, etc.

PRO TIP: Here are 23 helpful KPIs (key performance indicators) to help you measure your event’s success, courtesy of Bizzabo!

Risk Management

No event proposal is complete without a risk management plan. Here, you should include any potential risks that may arise during the event, as well as strategies for mitigating such risks.

In this particular section, you might find it easiest to create a chart. We recommend breaking up the chart into five categories:

• Risks Identified;
• Probability of Risk;
• Severity of Risk;
• Priority Rating;
• And Risk Treatment.

By formatting your Risk Management section this way, you’ll make it much easier for everyone to understand and track the potential risks associated with your event.

Event Equipment Needs

Next, you’ll want to list all the equipment that will be necessary for the event. This could include audiovisual equipment (e.g. microphones, projectors, etc.), as well as seating arrangements and any other relevant items.

Again, you might find it easiest to put everything together in a chart. If this is the case, we suggest the following categories:

• Description of the Equipment
• Total # Required
• Ready in Stock (Y/N):
• Current Condition (Excellent, Good, Poor)
• Need to Borrow (Y/N)
• Where to Borrow From (and Cost)
• Need to Hire (Y/N)
• Where to Hire From (and Cost)
• Need to Purchase (Y/N)

Obtaining Permits/Licenses

Depending on the type of event you’re hosting, you may need to secure certain permits or licenses. In this section, you’ll want to detail why you need the permit/license, as well as explain how and when it will be obtained.

Transportation and Accommodation

Lastly, discuss any transportation and accommodation needs for your event. This could include booking flights for speakers or guests, rental cars, or lodging nearby the event venue.

At this point, you should also make note of any special requirements for attendees or speakers (e.g. dietary needs/restrictions). This way, you’ll be sure to provide adequate accommodations for everyone involved in the event planning process.

Once you’ve completed all the previous sections, your event proposal should be complete. Congratulations!

Now, your job is to make sure that everyone involved in the planning process understands and agrees with the proposed plans. Be sure to read through your document one last time before submitting it for approval.

Good luck – and happy planning!

UP NEXT: Discover the DO’s and DON’Ts of writing your event planner contract!

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Template Highlights

• First, describe your company, the services you offer, and the team that'll be handling this event or customer relationship
• Next, describe the event itself. This is the part where you paint a vision for your potential client. Make sure to include key details, like the location, theme, main objective, and so on
• Provide an overview of the planning and prep process, from the very early stages to the day of
• Include pricing information and a payment schedule
• Give the client guidance on next steps
• Download it as a PDF or Word file
• Print it, email it,

Template Preview

Event Proposal Template

As an event planner, you know how to organize and execute any occasion so that it runs smoothly and offers an excellent experience for guests and hosts alike. However, you might need some help with developing a professional proposal that you can proudly deliver to potential clients. This template offers a structure and examples to help you create a clear, comprehensive proposal for any event.

HubSpot Tip: Make specific updates to the template for each new event you are managing. It is important to provide each client a customized proposal that is specific to the unique requirements of their event.

Our Company and Team

Provide a one-paragraph overview of your event management company. Describe when, why, and by whom your company was founded. Mention key events that you have planned in the past, focusing on ones that are similar to the event you are currently proposing. Describe your company’s mission and tell the reader what sets you apart from other event planning firms.

Our Services

Give an overview of the types of assistance you offer to clients. This list does not need to be specific to this particular event proposal; you should include all of the event management services that your company offers. After giving a brief introduction, you can provide the services in a bulleted list, as shown below:

• Service 1

• Service 2

• Service 3

Our Proposed Event Management Team

Offering a credible team is essential to the success of any event management proposal. In this section, you should provide an overview of your team and the role each member will play in managing this event. Then, you should provide the names, titles, and brief profiles or biographies of each of your proposed staff.

Each profile should comprise a short paragraph and should include the team member’s years of experience in event management, any relevant certifications or educational milestones, and similar events they have managed in the past.

• Team Member 1, Title – Profile

• Team Member 2, Title – Profile

• Team Member 3, Title – Profile

HubSpot Tip: Consider including professional headshots of your proposed team, to personalize the proposal and connect faces with the names.

Provide an overview of the event, describing the different activities that will take place, the type of food and beverages, and the style of décor. If applicable, explain how the event fits with your client’s strategic goals.

After giving a brief introduction, present the important details of the event, perhaps using the table below as a template.

Date and Time

Number of Invitees

Expected Number of Attendees

Key Message

HubSpot Tip: Customize it! The items in the table above are only suggestions. Feel free to edit them to the specifics of the event you are proposing.

Major Activities and Timeline

After describing the event in general, you should show the activities involved in planning and executing the event, with start and completion dates. This gives the potential client a sense of the timeline for the event, how many times you will need to meet throughout the process, and allows them to follow along with the schedule and know that all activities are being completed on time. You can use a simple table, like the one that follows, to depict the timeline.

Completion Date

HubSpot Tip: Including a detailed schedule highlights your credibility and shows your ability to execute the event on time.

Pricing and Payment Schedule

Indicate all of the activities and items that are required for the event to be successfully planned and executed. Some of your costs will be at an hourly rate and some will be associated with a flat fee. You can present and total them in a table like the one below.

Activity/Item

Hourly Rate/Flat Fee

Estimated Hours/Quantity

For this type of work, payment often happens on a schedule, with a percentage being owed upon signing the contract, and then additional amounts being due leading up to the event. You can use a table like the one below to indicate the proposed payment schedule.

Deposit – 20% of total

Upon contract signing

25% of total

2 months prior to event

30% of total

1 month prior to event

Final 25% of total

1 week before event

HubSpot Tip: Update the pricing information and payment schedule according to the specifics of the event.

Indicate what is needed to move to next steps. Most likely, you will need a signature from the client, and payment of a deposit. You should also include your company’s specific contract details indicating the terms and conditions for this work.

HubSpot Tip: Consider including your contact information (email address and phone number) so that the customer can get in touch with you quickly to discuss the proposal, if necessary.

Following the contract, you should include a place for signatures by the client.

________________________

[Name], [Role]

HubSpot Tip: Include signature lines for everyone who is responsible for approving the proposal. Include their names and roles to personalize the document.

If you have photos of past events, consider collecting and including them at the end of your proposal to give the client a sense of your style and skillset. You can include photos of the kinds of décor, food, drinks, and event invitations that you typically offer.

HubSpot Tip: “A picture is worth a thousand words.” While the written word is powerful, never underestimate the influence of a photo! You might even consider including photos throughout your proposal to illustrate your points in each section.

Frequently Asked Questions

How do i write an event proposal, is this template free, can i edit this template, related tags:.

• Proposals, Estimates & Quotes

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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.

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How to write a business plan for event planning.

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

Executive Summary

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

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

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

Company Analysis

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

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

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

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

Include answers to questions such as:

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

Industry Analysis

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

While this may seem unnecessary, it serves multiple purposes.

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

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

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

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

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

Customer Analysis

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

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

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

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

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

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

Competitive Analysis

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

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

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

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

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

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

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

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

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

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

Marketing Plan

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

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

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

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

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

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

Operations Plan

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

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

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

Management Team

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

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

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

Financial Plan

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

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

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

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

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

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

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

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

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

Event Planning Business Plan FAQs

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

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

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

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

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

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

How To Write an Effective Event Planning Proposal

With an estimated market value of $2.1 trillion by 2032, the events industry is vast, expanding rapidly - and competitive.

Creating a strong event proposal is essential for any up-and-coming events agency. In an industry where pitching is regarded as essential to win even the smallest contract, you’ve got to be able to stand out from the crowd of companies answering any invitation to tender.

You need to be able to quickly generate clear, comprehensive proposals that answer as many potential questions as possible, letting the buyer visualize the event you’d deliver.

In this article, we’ll explain the purpose of a strong event proposal. We'll also look at the kind of elements you could include to help buyers realize that you’re the best event planning service for their important event.

What is an event planning proposal?

An event planning proposal is a detailed summary that events planners use to communicate their vision of the proposed event to the potential client. It includes a range of information that covers the event objectives, budget, timeline, staffing needs, venue details, and more.

As well as providing both parties with an initial point of reference, a comprehensive event proposal satisfies several other purposes , too.

Persuading the buyer. Your proposal should demonstrate that you’ve clearly understood the brief, as outlined in the invitation to tender (ITT). Any stakeholder reading the events proposal should be able to see at a glance that your vision of the event is perfectly aligned with their needs (known in sales circles as the ‘ summary close ').

Projecting authority, confidence, and experience. Event planners don’t get a second shot. To consider the event successful, the client needs everything to work out perfectly. A well-constructed proposal can allay their fears and show them they’re working with someone experienced enough to anticipate every possible hindrance and produce the goods.

Attracting sponsors, vendors, and other partners. Your proposal (if successful) can also be used to sell a range of key partners on the benefits of involvement. Sponsors, influencers, key opinion leaders (KOLS), and other partners of the client should understand from the proposal how this event could provide a worthwhile level of visibility and audience engagement potential.

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Steps to write an event planning proposal: key elements to include

In practice, it’s not always possible to include every detail at the proposal stage. However, the more you can outline, the better - even if some details (e.g., sponsors, vendors) are hypothetical at this stage. These elements can be accounted for within your timeline, with deadlines for securing vendors and other tasks.

Insights from initial client discussions and discovery call

Unless you’re pitching cold, it’s likely that you’ve already started to form a relationship with the client through initial discussions. You may have even gained insights into the proposed event that aren’t detailed in the ITT.

Be sure to follow up on these initial insights and present them as the starting point of the proposal to demonstrate your greater understanding of the client’s needs and to further justify the choices you’ve made in the proposal you’ve created.

Clear objectives and scope

Set the stage for the event. Define the overall purpose, the key goals, and objectives the buyer is looking to achieve. Along with your event description, provide a list of key participants and stakeholders, including the client themselves, the key event manager and personnel from your organization, sponsors, vendors, attendees/guests of honor, and speakers.

Proposed budget

Provide the fullest possible breakdown of costs, itemized to include venue rental, catering, entertainment, marketing, and any other expenses that can be predicted.

Aim to make the budget as realistic as possible, with all costs accounted for, to avoid unexpected expenses and financial difficulties later on. Highlight areas that can be easily adjusted should the client need to revise the budget.

Make sure you factor in seasonal fluctuations when planning ahead, and highlight potential savings (such as early-bird discounts) to provide added value for the buyer.

Detailed timeline

Outline all key tasks and milestones involved in the planning process, including deadlines for securing vendors, sending invitations, and completing other important tasks. Depending on the involvement of different stakeholders and the complexity of the event, it might be useful to provide different personalized timelines that reflect different priorities and responsibilities.

Target audience

Understanding the target audience is crucial for an effective event. Identifying the target audience will shape decision-making about the venue, themes, technologies, and marketing approach. It’s also vital information for third parties such as sponsors, vendors, or influencers looking to ensure that the event provides positive associations for their brand.

Guest management and registration

How will the guest list be managed? Will all guests be treated equally, or will there be special provision for VIPs? How will RSVPs and seating arrangements be handled?

Event technology integration

It’s increasingly important to outline every app, tool, and platform you might use to enhance the event experience. These integrations become even more relevant with the rise of hybrid events - tech-savvy planners can create additional opportunities here by finding innovative ways to augment and improve the remote attendee experience.

Technology can be used to offer tailored content or customized schedules based on attendee preferences, ensuring a more relevant and meaningful experience for each individual.

Online platforms can also be used to streamline logistical processes and reduce the carbon footprint of the event, with digital brochures, e-tickets, and online resources reducing the need for physical processes and materials.

Onsite tech and AV setup

Depending on the client event type and scale of the event, this may be worth outlining as a separate category. Even though there’s some overlap with the event technology requirements, onsite equipment such as projectors, touchscreen interfaces and PA systems are important enough to warrant individual consideration.

Theme and aesthetics

This is one of the most important aspects of your event proposal. Demonstrating a good grasp of the event aesthetics is one of the best ways to show how closely your services can align with the needs of the buyer. The overall aesthetic theme is also going to influence a lot of the other details, such as the choice of venue, entertainment, and catering.

Outline for the buyer as clearly and explicitly as possible, with information about visual elements such as color palette, lighting, room layout, and other environmental factors. Try to provide details about how branding info and sponsorship opportunities will be displayed.

Vendor selection and recommendations

Most professional planning companies have their own roster of vendors for security, entertainment, and catering. However, it’s important to make sure that you choose vendors to match the buyer’s needs as closely as possible rather than shaping the event around your trusted vendors and their availability (in practice, an element of compromise is usually involved here).

Try to present a good range of distinct options for food and entertainment, with key information like menus or performance videos embedded in the proposal.

Venue booking and logistics

Provide a detailed description and images of the chosen venue, along with key logistic information such as permits, accessibility, and parking.

If any part of the event is intended to take place outdoors, provide a full set of bad-weather backup plans, too.

Post-event services

These details are often neglected but represent an excellent way for planners to distinguish themselves further as diligent and responsible providers. Post-event services can include site cleanup, impact reporting, and feedback collection.

Contractual elements

Whether you include this in the body of the proposal or as an attachment, make these necessary points as jargon-free and succinct as possible. Important event policies and procedures here may include:

• Guaranteed minimum attendees
• The validity period for the proposal
• Cancellation stipulations
• Equipment damage or rental clauses
• Payment timelines
• Public liability insurance information

This is the section where you should aim to sell yourself and demonstrate your expertise. Include team member profiles for the personnel who’ll work in direct contact with the buyer. You can also showcase a curated selection of past events you’ve organized, making sure to highlight previous work that mirrors the proposed event you’re bidding for.

For additional social proof, include client testimonials from previous satisfied customers. Include your contact information too, and encourage the buyer to reach out if they need any questions answered.

Signature fields

In any sales process , the seller should aim to reduce the steps required to close the deal. A good proposal software tool like Qwilr provides the buyer with the means to accept the proposal and sign the deal right there in the document.

This saves valuable time and reduces the possibility of your buyer getting cold feet or having their head turned by another proposal.

Using Qwilr also means that multiple buyers can sign the same document, streamlining the process for buying groups or partnerships with multiple stakeholders.

Event planning template example

An event proposal template is an essential tool for any event planner looking to bid regularly on ITTs. A proposal document also provides the perfect backup to reinforce any points made in a face-to-face pitch meeting . However, it can be challenging (and time consuming ) to build one from scratch.

Fortunately, Qwilr has got you covered. Our Event Planning Template provides you with the basics, and is instantly customizable to reflect your specific offer or anything you need to help you close the deal.

This template includes sections for:

• Introductions
• Core concept
• Theme and aesthetic vision
• Event design, with a summary of the event’s core components
• Venue details
• Catering and vendor information
• Itemized cost breakdown
• About us, with team profiles
• Video content section
• Contact link

What’s the best format for an event planning proposal?

The best format to streamline your event planning sales process and engage your prospective customers is an interactive custom sales proposal . Unlike standard PDFs, proposals created using dedicated proposal software are mobile-friendly. They also allow buyers to accept the proposal right there in the document, as well as provide analytics to help you track engagement.

Is an event planning proposal the same as an event plan?

Many of the details contained in your proposal will inform your event planning process. However, your event proposal is intended to persuade the buyer, providing all the details they need to feel confident you can meet their needs. It’s a sales document, and it’s not intended to be the final master plan you’ll need to run the event. As a practical working document, a plan template can actually be much simpler.

It’s important to individualize your event proposals to meet the requirements outlined in the invitation to tender (ITT). A wedding event proposal will need to use a different format than a sponsored corporate event. Using proposal software allows you to quickly individualize event proposal templates to meet a wide variety of different client event types.

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Even established events companies, where more than 60% of revenue is generated from existing accounts and relationships, still need to be able to pitch to expand or consolidate existing successes.

It’s imperative that when this need arises, you can call on a customizable planning proposal template you can instantly personalize to the needs of the prospective client. Qwilr provides a cost effective, automated solution for busy event planners to quickly generate personalized proposals in an industry that still depends on pitching for new business.

About the author

Dan Lever | Brand Consultant and Copywriter

Dan Lever is an experienced brand consultant and copywriter. He brings over 7 years experience in marketing and sales development, across a range of industries including B2B SaaS, third sector and higher education.

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How to Write an Event Planning Proposal

Posted by Maria Ansari on Monday, November 2nd, 2020

Use an Event Planning Proposal Template for Better, Faster Bid Preparation

Using an event planning proposal template   can speed up the process of writing a bid. It can also help ensure that your event planning strategy covers everything which needs to be addressed. A complete, well-designed proposal should include these sections:

• Executive summary
• Event goals
• Event description
• Services included
• Proposed budget
• Planner experience
• Planner biography
• Planner certifications
• Planner history in business
• Planner portfolio of successful events

Here we’ll walk you through how to write each of these sections. We’ll also provide our event planning proposal template to give you a head start on creating a proposal.  

Article Outline

Lay a Foundation for a Winning Proposal with a Discovery Meeting

1. executive summary, 2. event goals, 3. event description, 4. services included, 5. proposed budget, 6. planner experience, 7. planner biography, 8. planner certifications, 9. planner history in business, 10. planner portfolio of successful events, download your event planning proposal templates now.

Before you start writing an event planning proposal, gather the information you need by holding a discovery meeting with your prospective client. During the meeting, use a list of discovery questions to assess your prospect’s needs. Sample questions include:

• What type of event do you need organized  (conference, workshop, trade show, etc.)?
• What is the name of your event?
• What business goals does your event aim to accomplish?
• Have you selected a location for your event?
• How many attendees do you expect?
• Will you need catering?
• Do you need help promoting your event?
• Will you be registering attendees in advance online using event registration software ?
• What is your budget?

Consider creating your own customized list of discovery questions which you can use when meeting with prospects. Some of your questions might be unique to the industry and audiences of your clients. Depending on which answers you get during your meeting, you may need to ask additional questions.

After meeting with your prospect, you can use the information you gathered to craft your event planning proposal. Here we’ll walk you through how to write a bid using an event planning proposal template with ten main sections. When you apply this template, you can adapt it to fit your needs. Depending on the complexity of your event and your prospect’s needs, some of these sections may range in length from a paragraph to multiple pages. You do not necessarily need to include all these sections, or you may choose to expand on these sections if applicable. 

This section briefly sums up the heart of your proposal for your prospect’s reading convenience. It should preview the highlights of your proposal with respect to two key areas:

• What you’re offering your prospect
• What you’re asking

Your summary of what you’re offering should focus on what your client needs and how you’re offering to meet their needs. For instance, you might say something along these lines: “This proposal documents my bid to provide you with event planning services for your upcoming virtual conference, tentatively called ‘How to Shift Your Workforce Online’ and scheduled to be held on September 4, 2020.” You may wish to add a few brief details summarizing which event planning services you’re offering, or you can save this for the section which covers it in greater detail later in the proposal.

You can then go on to offer a bid. For example, you might say, “For these event planning services, I would like to propose an estimated budget of $2,000.” Again, you may wish to add brief details, or you can wait until you itemize this in greater detail later in the proposal.

Keep this section of your proposal brief and to the point. Tell your prospect the key details they need to know. Save supporting details for the remaining sections.

This section of your proposal should lay out proposed objectives for your client’s event based on their input. Goals should be expressed in terms of measurable key performance indicators. Examples of metrics you can use to define event goals include:

• Registrations
• Ticket sale revenue
• Conversion rate of attendees into customers
• Overall sales revenue generated by the event
• Post-event satisfaction surveys

Registration apps and plug-ins such as Event Espresso include built-in features you can use for event marketing metrics tracking .

This section of your proposal describes key details about your client’s event. Typical items covered include:

• The type of event
• The name of the event
• Where the event will be held
• When the event will be held
• Featured speakers
• Schedule of events
• Estimated number of attendees

Depending on the nature of the event, you may wish to include additional details.

Here you specify which services you are offering to provide your client. Examples of services which may be mentioned include:

• Event concept development
• Location selection
• Logistics planning
• Management of vendor contracts
• Event marketing
• Registration processing
• Day-of-event coordination
• Follow-up surveys

This is also the place in your proposal to mention any important services you will not be providing. For instance, if you have agreed with your client that they will be arranging their own catering, you should mention this. This helps prevent potential misunderstandings, disputes and liabilities.

In this section, you provide a total budget proposal with an itemized breakdown of estimated costs. Typical expenses may include:

• Food and beverages
• Location or venue rental
• Tables and chairs
• On-site staffing
• Lighting and audiovisual equipment
• Speaker fees
• Promotional fees
• Advertising fees
• Event registration and ticketing technology
• Printing costs
• Office supplies
• Decorations

To save time writing proposals, develop your own customized checklist of budget items that you can incorporate into your event planning proposal template. Your accountant can help you develop and categorize your customized list and make sure you haven’t overlooked anything.

This section describes your planning service’s experience with organizing events. Your event planning proposal template can include a general summary of your experience. When modifying your template for specific prospects, place an emphasis on any aspects of your experience which are especially relevant to your prospect’s needs. For example, if your prospect is a nonprofit organization and you have prior experience organizing events for nonprofits , you may wish to highlight this.

Here you include a brief biography of you and any key members of your planning team. Cover your experience in the planning industry along with any other work experience, educational background, and personal details you wish to include. As with the previous section, you can highlight any parts of your biography especially relevant to your prospect’s needs.

Here you can list and describe any professional certifications possessed by you or your firm. Examples of certifications you might list include:

• Certified Special Events Professional (CSEP) from the International Live Events Association (ILEA)
• Certified Meeting Professional (CMP) from the Events Industry Council (EIC)
• Certified Meeting Planner (CMP) from Meeting Planners International (MPI)

If you don’t have any certifications, you can skip this section. Consider acquiring a certification to boost your credentials in the future.

In this section, you can provide a brief history of your event planning business. Include a summary of your mission statement and what you specialize in which makes you distinct from other event planning providers.

You can conclude your proposal by listing the events you’ve successfully hosted. You may list events in chronological order, or you may organize your list to highlight events that best showcase your credentials. For instance, you might wish to start your list with events most similar to the type of event you’ll be organizing for your prospect.

Follow Your Event Planning Proposal Template Map to Success

An event planning proposal template lays out the path to a well-planned event. Follow these guidelines and use our templates to chart your course to successful events and satisfied clients.

To help you put your event proposal into practice, we also provide a WordPress event registration plug-in with ticketing capability which lets your clients sign up attendees right through their website. Try a live demo now to see how we can help you boost your clients’ event attendance and increase your customer satisfaction. 

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Free Event Planning Proposal Template That Wins Clients

This proven proposal template won over $16,000,000 of business for our event planning customers in 2023 alone. The text, images, colours, your logo - it's all 100% editable.

What's in this Event Planning Proposal Template

Visually stunning cover.

The first thing your client sees is a beautifully designed cover, fit for a world-class event planner. If the cover doesn't impress them, it's always going to be an uphill struggle from there. You can change the text, your logo, and the background image if you like - this gets you started.

Pre-written services section

Writing about what you do is hard. Luckily, this event planning proposal template comes with a structure that gets you started. Simply add client specifics, tweak to your needs, and you're ready to send.

Process and timescales

Explaining the event planning process can be difficult. You want to give enough detail, but not so much that it seems overwhelming. Fortunately, this has been battle-tested and is the perfect amount of information. You can tweak it to suit your exact process.

Case study example

The number of event planners that simply don't put examples of their work in their proposals is shocking. If you want to be taken seriously, you need to show that you understand the client's needs and can come up with a successful solution.

In this event planning proposal template, we've set out an example case study. All you need to do is replace our example with one of yours and use the structure we've used.

Getting pricing right in the event planning industry is difficult. In this automatically calculated pricing table, all you do is put the numbers in, type a quick 1-line description of the service and the quote part of your proposal is done. And if you want to charge per hour, sell in quantities, or offer optional upsells, you can do that, too.

Next steps with digital signing

One of the biggest reasons businesses don't win work is not giving clear instructions on how to buy from them. This proposal template comes with a 'Next Steps' page which you shouldn't need to alter at all. Simply detail the next steps your client will go through and ask them to sign digitally by typing their name and clicking Accept.

Our digital signatures are 100% legal and compliant. When your client signs, you can see your digital signature certificate in your Better Proposals account.

Take payments from your client

Getting paid - it's the hardest thing to do in business. The sooner and the easier you can get that money in your account, the better.

Using our integrations with Stripe, PayPal, and GoCardless, you can take a payment from your client the moment they sign your proposal and then, if needed, start a subscription.

Don't take just our word for it

Here is what some of our 10,000 users across the globe have to say

Sara K. CEO & Founder

Shade O. Business Owner

Brent R. Marketing and Advertising

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Common questions about plans, designs and security

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What's in This Template?

• The ideal proposal structure to win more event planning jobs
• Three problem/solution sections that focus on what your prospective clients are interested in, and persuasively recommends the right services
• Sample content that shows you how to give just enough detail to win the job, while still leaving room to be flexible

What Goes Into an Event Planning Proposal?

If you want to break into the top tier of event planning, with big clients, big ideas, and big paychecks, you need to be able to write a great event planning proposal.

As an event planner, you have an advantage when it comes to proposals: it’s what you do. The proposal itself is a plan. This is your opportunity to fully lay out your idea of how the event is going to play out, and draw the potential client into your vision.

Begin with the reason for the event. What does the client ultimately hope to accomplish? Use the answer to that question as your entire foundation. All of the event management elements, from your self-introduction to aesthetic choices to services offered, is built on that reason.

Once you’ve gotten the client to answer a few strategic questions, you’ll have all you need. With the following guidelines and our customizable Event Planning Proposal Template, you’ll be able to craft captivating event proposals with ease.

The Critical Components of an Event Planning Proposal

Each event is unique, but all of your proposals should contain common formal elements. Having a planning checklist and bullet points of proposal inclusions makes it easier to fully present your ideas, and easier for the client decision makers to say ‘Yes.’

Here are a few of the most common proposal sample elements:

• Executive Summary - A one-page summary that briefly describes the event and the important details; helpful for big clients with a long approval chain.
• Event Purpose - What is the client’s goal for the event? Is it fundraising? Increasing brand awareness? Gaining subscribers?
• Previous Work - A description of your success with past clients’ successful events, and how this experience will benefit the current client.
• Event Description - A rundown of how the event will play out.
• Services Provided - What is included in your event planning services?
• Event Policies - Payment schedule, cancellation policy, and so on.
• Proposed Budget - Your fee, and the costs for the event.

Questions You Must Ask the Client Before Writing an Event Planning Proposal

For your proposal to have maximum impact, you must build it on the client’s desires.

Sometimes, though, the client doesn’t know what they want when it comes to planning events. Or they might not be able to articulate what they’re looking for.

Here are a few strategic questions to help you tease out what the client is really looking for:

• What’s the purpose of the event? The ultimate goal?
• What audience is the event geared towards?
• What kind of atmosphere does the client envision?
• How many guests will the event host?
• Is there an established aesthetic the event should follow?

Mistakes to Look Out For When Writing an Event Planning Proposal

A lot of event planning proposals get dismissed because of strategic errors in execution. Here are a few of the most common:

Personal Vision Overreach

You have the perfect event in mind, one you’ve been imagining ever since you began your event planning career.

But it doesn’t match the client’s needs.

An event must serve a specific purpose. It’s to raise brand awareness, or attract donors, or some other defined function. The success of an event is measured by how well it accomplishes its purpose.

If your perfect party specifically matches the client’s needs, that’s fantastic. If not, focus on the client first. Use your vision to inform, not to dictate.

Not Enough Client Input

The client has requirements for the event.

They might have dates and times. They might have a select guest list. They might have menu specifications.

The client might not even realize they have requirements; you might need to ask a few clarifying questions to make sure all the bases have been covered.

Undefined Event Policies

You have your own requirement: protecting your business.

Weather might force event cancellation. Rowdy guests might cause damage to the event space. Some things are beyond your grasp.

Guard against events that are out of your control by including a comprehensive set of event policies in the proposal. Include items such as a cancellation policy, rental/damage policy, and payment due dates. Make all of this crystal clear, to avoid trouble down the road.

Generic Style

Event planning is a service business, and the proposal must reflect your personal touch.

Let your style and hallmarks run through the fabric of the proposal and the event. A boring proposal means a boring party.

Once you’ve established a firm foundation for the event in the purpose and requirements, let your imagination run wild. Present your vision, in all its excitement and glory, and draw the client into it.

Additional Resources and Tools

Melanie Woodward has written a good basics article on TheBalance.com. Her overview runs from the initial meeting with the client through the presentation of your proposal.

Max Miller’s article on EventPlanning.com includes a video walking you through the proposal writing process.

Jordan McArthur’s article on Guidebook.com focuses a bit more on the style and vision side of an event planning proposal. He includes a lot of suggestions to make sure you’re really selling your artistry.

Preview: Event Planning Proposal Template

Identifying Your Needs

{client_name} needs to attract an engaged audience of [3000] to its [Client Event Type], and provide attendees with a great experience to generate repeat registrations for future [Client Event Type]s. {client_name} faces a number of obstacles, such as: 1) building attendee numbers, 2) allocating staff resources to the planning process, and 3) successful marketing.

Professional planning for your company’s [Client Event Type] will help you to:

• Attract a larger, more excited group of attendees
• Take care of the details so you don’t have to, entertain attendees, and motivate them to do future business with your company
• Define staff roles, identify event goals, and organize a checklist of action steps leading to a successful [Client Event Type]

Without a thorough and professionally developed strategy for planning, {client_name} risks losing attendees – and their future business – to competitors.

Creating a Solution

Here’s are the solutions {my_company}’s planning team offers to help {client_name} hold a great [Client Event Type], yielding higher attendee numbers and increased future business:

• A professionally organized [Client Event Type] – Attention to detail is absolutely essential in the planning process. A professionally developed, comprehensive checklist and planner helps to ensure everything stays on track, from food and beverage selections to speaker contacts to working with venue management.
• Defined roles for everyone involved– {my_company} will be available to make sure every person involved in the [Client Event Type] has a clear understanding of what their role is so that you can focus on the things that matter: communicating with your attendees.

Recommendations for Your Company

Working with {my_company} will allow {client_name} to obtain the professional planning it needs to overcome the challenges it faces. If hired, we’ll break the project down into the following services:

Development of a Professionally Created Checklist with Planning Documents

While every organization’s [Client Event Type] is unique, each can benefit from a comprehensive checklist. The more complex the [Client Event Type], the more detailed the planning documents should be. In addition to an overall checklist and timeline, we will create associated planning documents, including a food and beverage planner that will serve as the order for your venue’s banquet management. Planning documents ensure every last detail of the planning is addressed. It provides timeframes and accountability, with actions leading up to the day of execution. The result is a well-organized, great experience that leaves attendees with a lasting impression, resulting in repeat business and referrals.

Execute the Checklist and Implement a Well-Run [Client Event Type]

Communicating with your prospective attendees is {client_name}s role. Ours is everything else. We will carefully and swiftly execute the planning checklist so that your [Client Event Type] leaves a lasting impression on everyone who attends. We’ll make sure all roles are clearly defined so that there are no avoidable mishaps, and we will be available and on hand for emergency control, should there be a need.

Why Choose {my_company}?

{client_name} needs to establish long-term relationships with its customers in order to generate consistent revenue from its events and allow for long-term growth. {my_company}’s planning team can create excitement while ensuring even the smallest planning details are covered. Here’s why we can help {client_name} achieve its goals better than any other planning agency:

• {my_company}’s planners are experienced professionals – There is more to planning than choosing banquet entrees. {my_company}’s planning includes seasoned professionals from the planning and hospitality industries. These experts will always be available, developing the checks and balances systems that make for a successful [Client Event Type], and offering experienced advice on how to improve your outcomes.
• {my_company} employs a large team with a wide range of industry knowledge, and experiences – We’ve got experienced professionals on the {my_company} team who have worked or consulted in a wide variety of industries. We understand that every business sector is unique and will not offer cookie cutter approaches to your unique challenges.

Project Timeline

If {client_name} hires {my_company} to plan its event, our timeline would proceed as follows:

To take advantage of this proposal and proceed with the project as outlined, {client_name}’s next steps must be to:

• Accept the proposal as-is; or
• Discuss desired changes with {my_company}
• Finalize and sign the contract
• Submit an initial payment of 50 percent of total project fee

Once completed, {my_company} will contact {client_name} to schedule a project launch meeting to make introductions and gather information before beginning the work.

We’re happy to make changes to project scope on {client_name}’s request at any time, but certain changes may be subject to additional billing.

Terms and Conditions

Once the project fee is paid in full to {my_company}, any elements of text, graphics, photos, trademarks, or other content furnished to {client_name} for inclusion in marketing and promotional activities are owned by {client_name}.

{my_company} assumes {client_name} has permission from the rightful owner to use any code, scripts, data, reports or other content provided by {client_name} for inclusion in its event or company website, and any related materials, and will hold harmless, protect, and defend {my_company} from any claim or suit arising from the use of such work.

{my_company} retains the right to display graphics and other creative content elements related to this planning project as examples of its work in its services portfolio.

This agreement becomes effective only when signed by agents of {client_name} and {my_company}. Regardless of the place of signing of this agreement, {client_name} agrees that for purposes of venue, this contract was entered into in [STATE] and any dispute will be litigated or arbitrated in [STATE].

The agreement contained in this contract constitutes the sole agreement between {client_name} and the {my_company} regarding all items included in this agreement.

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7 Things to Include in an Event Planning Business Proposal

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

Professional event planners wear many hats and take on a variety of responsibilities, depending upon the individual circumstances of an event. This profession requires a unique skill set — you may need to be a multitasking wizard one minute and the next to be an expert problem solver who can resolve a situation with ease and efficiency. 

What a Business Proposal Should Be

An event planning business proposal is a comprehensive document that outlines the services you will provide for an event. It is your company brochure, your marketing campaign, and your sales pitch all wrapped up into one. This event business proposal should present you as an experienced, skilled professional that is uniquely qualified to execute this event. It should distinguish you from other event planners and establish you as someone the client can trust.

An event planning business proposal should be well written, contain specifics regarding what services are included in the proposal (and which ones are not), and illustrate how you will carry out the event, providing the necessary details so the client can easily envision what you are proposing.

An integral step in event planning is drawing up a rock-solid event planning business proposal, knowing what to include in order to market your services and secure a client’s business.

•  Business Introduction: Briefly introduce your event planning business. Discuss your background, any professional certifications, and length of time in business, relevant experience, and your particular niche if you have one.
• Description of the Event:  Provide an overall scope of the event, including details that were discussed during your initial client meeting, such as the goal of the event, possible dates, venues to consider, number of guests, etc.
• Event Planning Services to Be Provided:  Be very specific in this section, listing all the services that you will provide for this event. Listing items with bullet points or subheadings are very effective as it is an easy way for the client to see the range of services included. List any vendors that you will use and any services that are optional for an added fee. It is important to be very detailed in this section so the client has a clear understanding of what is included and what is additional.
• Examples of Your Work:  If you have planned an event similar to the one you are proposing to this client, then this is your chance to show off those skills. Include photos, sketches, news clippings, or any other visuals that will help paint a picture in the client’s mind of what you can do. This is a great way to market your event planning business.
•   Proposed Costs:  Carefully articulate all the costs associated with the planning and execution of this event. Formatting this section as a series of steps will guide your client through all phases of the event, helping them to visualize each aspect as it unfolds. Be specific within a general category of costs. For example, if you have a line item for catering, break out the individual costs for food indicating the amount per person, the number of servers required and the hourly rate, expenses for table rentals, linens and so on. Instead of preparing a proposal with one big price tag at the bottom, write an itemized proposal so your client can understand individual costs. This is helpful for two reasons: it thwarts the inevitable “sticker shock” when all items are tallied and there is a big price tag at the bottom, and it gives your client the opportunity to decide whether the cost for the extra cocktail hour is worth the expense. 
•  Next Steps:  At the bottom of your event business proposal, include any details concerning timing or next steps. If the event has a firm date, make sure you indicate that a signed contract must be received by a certain date in order for you to plan and execute the event. Specify the deposit that is required and the date by which it must be received.
• Contact Information:  Be sure to include your business contact information at the bottom of the event business proposal. List your website, email address, telephone numbers, fax numbers and mailing address. Attach a business card to your proposal as well for easy reference.

How to Follow-Up

After sending the client your event planning business proposal, reach out to them to let them know the proposal is on its way. Tell them you will follow up in a few days to see if they have any questions. Keep the lines of communication open. Be responsive and provide personal attention. It is an indicator of how you do business and will help you close the deal in a professional manner.

• How to Write an Event Planning Service Proposal
• Event Planner Fee Structure
• How to Start an Event Planning Business
• How to Write an Event Planning Business Plan
• 5 Event Planning Questions to Ask Potential Clients
• How to Start a Party Planner Home Business
• Event Planning Checklist Guideline
• Tips for Selecting a Caterer for Your Event
• 5 Event-Planning Skills You Need for Success
• Event Management vs. Planning
• How to Estimate Fees When Event Planning
• How to Hire the Perfect Private Caterer for Your Event
• Event Planner Marketing Strategies
• Event Planner Resume and Cover Letter Examples
• Steps for Preparing a Conference Planning Guide
• Grant Writing Tips From Prospecting to Avoiding Mistakes

Event Planning Company Business Plan

Written by Dave Lavinsky

Event Planning Business Plan

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

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

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

Executive Summary

Business overview.

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

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

Product Offering

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

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

Customer Focus

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

Management Team

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

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

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

Success Factors

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

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

Financial Highlights

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

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

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

Company Overview

Who is special occasions event planning .

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

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

Special Occasions Event Planning History

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

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

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

Special Occasions Event Planning Services

Industry analysis.

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

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

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

Customer Analysis

Demographic profile of target market.

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

The precise demographics for Des Moines, Iowa are:

Customer Segmentation

Special Occasions will primarily target the following customer profiles:

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

Competitive Analysis

Direct and indirect competitors.

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

Emily’s Event Planning

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

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

Fancy Event Planner

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

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

Wonderfully Perfect Event Planning Services

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

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

Competitive Advantage

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

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

Marketing Plan

Brand & value proposition.

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

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

Promotions Strategy 

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

Social Media Marketing

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

Professional Associations and Networking

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

Print Advertising

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

Website/SEO Marketing

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

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

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

Operations Plan

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

Operation Functions:

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

Milestones:

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

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

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

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

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

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

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

Financial Plan

Key revenue & costs.

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

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

Funding Requirements and Use of Funds

Key assumptions.

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

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

Financial Projections

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

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

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

What are the Main Types of Event Planning Companies?

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

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

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

What are the Steps To Start an Event Planning Business?

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

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

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

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

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

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

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

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

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

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

• How to Start an Event Planning Business

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How to Start an Event Planning Business in (2024): Step-by-Step Guide

Free How to Write an Event Planning Business Plan + Free Template Template

The joy of making special days and big events even more special for the attendees seems exciting right? This is what event planners exactly do.

Whether it’s birthday celebrations, weddings, anniversaries, or corporate galas, the demand for expert event planners is soaring.

Starting an event planning business can be a great move because initially it needs a small investment, and you can make good money out of it.

It is a profitable venture but if are you confused about how to start an event planning business , then let us understand it through this guide.

Get to know the basics of event planning

Before you start getting into the process of starting an event planning business, you should know the basics of event planning, like what would be your responsibilities, what kind of events are there, etc.

So let’s get started:

Event Planning is most often used for purposes like

• Social Events: Weddings, birthdays, anniversaries, reunions, etc
• Corporate Events: Seminars, workshops,  conferences, product launches, award ceremonies, gala dinners, etc.
• Cultural and Art Events: Art cultural celebrations, exhibitions, music festivals, etc

Key responsibilities of an Event Planner include

• First of all, consult with your client properly before the event to understand their needs, objectives, and preferences.
• You need to build a team as per the event type, whether it is a corporate or social event.
• Prepare a budget to ensure that the event’s overall costs stay within the financial constraints of the customer.
• Choose a venue that aligns with the event’s size, and theme.
• Oversee the various vendors including florists, caterers, and photographers ensuring that they are all synchronized with the timeline.

After having a glimpse of the basics of event planning business, let’s see what is required next to start your business journey.

Quick Steps to Start an Event Planning Business

• Conduct Industry and Market Research
• Identify Your Event Planning Niche
• Prepare an Event Planning Business Plan
• Consider Startup and Operations Costs
• Paperwork and Legal Registration
• Figure Out Pricing Strategy
• Get Licenses, Permits, and Insurance
• Build a Core Team
• Marketing to Spread the Word

1. Conduct Industry and Market Research

All businesses have competition – that’s what keeps the market in balance.So it is necessary to conduct thorough research of the market to identify your competitors and the current trends.

Moreover, it also helps you understand your target customers, identify market needs, develop marketing strategies, and maintain a competitive edge.

At the primary stage of your research, you may conduct surveys to learn more about your potential clients and their problems.

Now gather information for the secondary research from online resources and industry reports. Compiling and analyzing this data with your primary research will help you highlight the areas that need attention.

Besides identifying your target market, market research is instrumental in strategic planning for the future of your business. It also helps you discover effective growth strategies by setting the targets for your business and making you aware of your competitors.

2. Identify Your Event Planning Niche

Are you aware that knowing a “niche” is a must in the Event Planning Company? A niche is a segment of the market that an event planner focuses on serving.

Identifying your niche involves determining a specific area or target audience within the broader event industry where you can focus and distinguish your services. This allows you to delve into a specific client base and build a reputation for expertise in that particular niche.

Let’s have a look at a few of the common niches and event types:

Social Events

• Wedding planning
• Baby Showers
• Anniversaries
• Bachelor/Bachelorette Parties
• Birthday Parties

Corporate Events

• Award ceremonies
• Conferences
• Corporate Meetings
• Grand Openings
• Product or Service Launch Party

So you can develop various strategies for your venture after deciding upon any of the following above-mentioned niches as per the demand in the events industry.

3. Prepare an Event Planning Business Plan

Once you know your niche, it’s time to put together your business plan, which is an essential step of any business. A well-structured event planning business plan will help you build a roadmap for your business, by setting out where you want your business to go and how you intend to go there.

This business document will include details about your business, its history, service offerings, management, financial health, and more.

A business plan becomes particularly crucial when one seeks financial support from banks or other institutions. It provides a transparent overview of your plans to attain financial and operational objectives, offering reassurance to funders about the feasibility of loan repayment.

Although, many consider it just a way to peak investors’ interest, a solid business plan can change the entire course of your small business.

Besides these, it also provides a structure for your company’s daily operations, helps you understand the market trend, provides an exit strategy, and also helps to attract key employees.

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4. Consider Startup and Operations Costs

The next foremost step is determining your financing requirements. You must have an in-depth understanding of your startup and operational costs.

You can estimate your startup costs by listing down the essential startup supplies, insurance costs, licensing requirements, office space, and associated expenses.

The operational costs include venue costs, decoration costs, employee salary, marketing, advertising costs, etc.

5. Paperwork and Legal Registration

Setting up the paperwork and legal registration for your event planning company is an important step to ensure that you are committed to legal norms.

First things first – before you start your event planning business finalize the legal structure and do business as (DBA) name of your business.

Brainstorm different names and pick something that reflects your business idea.

You can also opt for the DBA (Doing Business As) name. It allows the business to operate under another name other than the formal business name.

Register your Business Name

Once you have a name decided, it’s time to register your business entity with the state and local government. This will ensure that your business name is yours and you can do the business using that name.

Register your Business Structure

A business structure describes how a company is legally organized. This is an essential part.

You can choose from different business structures like operating as a sole proprietor (if you’ll be running the company on your own), a partnership, as well as other entities that provide limited liability (which ensures you won’t be held responsible for the company’s debts or other actions).

Get an EIN: Federal Tax ID Number

The process for this can vary, so you can reach out to the office of your state’s Secretary for specific guidance. Moreover, obtaining an Employer Identification Number (EIN) from the IRS Internal Revenue System is essential.

Once you have your EIN, you can open a business bank account, apply for a loan, and separate your personal and business finances.

6. Figure Out Pricing Strategy

The pricing structure depends on the market segment you serve, your potential customers, geographic location, expertise, and most importantly your competitor will help you decide your fees.

How you price your event planning services will impact how often you get requests.

You can determine your pricing structure as follows:

Hourly Rate: Initially, some event planners might charge around $25 per hour, while experienced planners can command rates exceeding $100 per hour. Corporate events tend to bring in rates about 30% higher than social events.

Flat Fee: This is a common approach where you charge a fixed price for your event planning services, often including a percentage of the total fees from vendors.

Percentage of Total Event Budget: Some planners prefer charging a percentage of the overall event budget, which could range from 15% to 20%.

Vendor Commission : A few planners choose to decrease their charges or may charge nothing for their services instead they prefer to make their income solely from commissions received from vendors they work with.

7. Get Licenses, Permits, and Insurance

Licensing and legal requirements are important in starting and running your own event planning business.

Common licenses you need to run this business are:

• Business License
• Special Event Permit
• Liquor license
• Fire/fireworks permit
• Health and Safety Permit
• Seller’s Permit

Insurance: While not a permit or license, having general liability insurance, and possibly professional liability insurance, is highly recommended to protect your business from potential liabilities.

8. Build a Core Team

Hiring employees is a crucial step. The team you set up will be the business’s backbone, helping you effectively manage and execute events.

Here are key roles you need to consider when building your core team:

• Event Coordinator
• Marketing and Communication Specialist
• Sales Representative
• Logistics Coordinator
• Administrative Support

You can hire event planners from Zippia, Upwork, Workstream, and also through LinkedIn.

9. Marketing to Spread the Word

You need to build effective marketing strategies to spread the word about your business to attract clients and establish your brand in the competitive world of events. You also need to set some marketing budget.

Here are some key areas to consider:

Target Audience

Who are you trying to reach and cover? Understand their interests, objectives, and event planning needs.

Developing a Strong Brand Identity

First, see what makes your service stand out. Developing a strong USP(Unique Selling Proposition) will help you grow your business by making it recognizable in a competitive market.

Build a professional website

Create a website that is visually appealing, informative, user-friendly, and easy to navigate.

Content Marketing

Be active on social media platforms like Instagram, Facebook, and Pinterest, sharing visually appealing content and engaging with your audience.

Showcase your successful events and satisfied clients to demonstrate your capabilities. Post the reviews of your customers on social media accounts.

Now you might be pretty much clear about how to kick-start an Event Planning Business.

To launch successfully, it’s essential to have a deep understanding of your target market, a solid business plan, and a clear grasp of the legal structure and financial aspects of running the business.

You’ve got everything now! What are you waiting for? Let’s start your journey as an event planner.

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Frequently Asked Questions

What do you need to start an event planning business.

To start an event planning business, you’ll need several key components:

• Business Plan
• Market Research
• Legal Setup
• Financial Management
• Branding and Marketing

Do you need a degree to start an event planning business?

Technically speaking, you don’t need an event planning degree to become a professional event planner. However, there are certain qualities, skills, and certificates to help you attract clients when you start the event planning industry.

A degree in a field related to events planning, design, and management may give you an edge. All other skills can be developed over time.

How can I find clients as a new event planner?

You can get your customers through:

• Building an online presence
• Collaborations with known faces
• Referral Programs
• Advertisement

Should I register my business as an LLC, sole proprietorship, or corporation?

Each structure has pros and cons, so consult with a legal or financial           advisor for the best fit:

• Sole proprietorship: Easiest to set up, but you have unlimited personal liability.
• LLC: Offers some liability protection and is relatively simple to manage.
• Corporation: More complex setup, but provides greater liability protection and tax benefits.

What skills are required to be an event planner?

To become a successful event planner, you may not need formal education, but you do have to master these skills:

• Communication Skills
• Networking skills
• Adaptability
• Negotiation Skills
• Budget Management
• Level-headed and calm under pressure
• Attentive to details
• Humble and Responsive to Clients’ Needs

About the Author

Shyam Dua is a seasoned tax professional with 40+ years of experience & a mentor at SCORE. He stands out due to his exceptional business planning skills. With a keen eye for detail and a strong financial acumen, Shyam crafts compelling business plans that pave the way to success. A CPA with a philanthropic heart, Shyam's strategic expertise, and dedication make him an invaluable asset in shaping thriving business ventures. Read more

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How to Start an Event Planning Business: The Ultimate Guide

It's no surprise that starting an event planning business involves many moving parts. It can feel overwhelming, from identifying your unique selling proposition and having all the key skills to executing flawless events to getting all the required compliances. But not anymore. 

In this guide, we'll discuss everything about  event planning  and provide a step-by-step guide on how to start your own event-planning business. This post covers everything from determining profitability to understanding the skills you need to run a successful business.   

But before you dive headfirst into how to start an event planning business, let's take a step back and understand the basics. 

What is Event Planning in Business?

If you plan to start your event planning business, you probably know the answer to this question. Event planning involves managing the details of large or small events, including meetings, conferences, or parties. This business is typically utilized for: 

• Large educational meetings, such as graduations or conferences.
• Major promotions, including marketing events, product launches, and fashion shows.
• Corporate events , like after-work cocktail hours, trade shows, galas, and more.
• Celebrations and social events like parades, weddings, birthdays, reunions, and more. 

What Do Event Planning Businesses Provide?

As an event planner, you are expected to work with clients to understand their requirements and goals and then provide end-to-end event planning and execution services to ensure the seamless and successful execution of in-person or virtual events . 

Some of the services you must include are:

• Event management and coordination
• Theming, décor, and styling
• Conferencing and exhibitions
• Signage and branding
• Entertainment and talent management
• Venue sourcing and management
• Catering and food & beverage management
• Audio-visual production and management
• Logistics and transportation management
• Budgeting and financial management
• Marketing and promotion
• Security and risk management
• Registration and guest management
• Post-event evaluation and reporting 

Why Do People Hire Event Planning Businesses?

There are two primary reasons why people hire event planning services: 

• To allow event attendees and guests of honor to thoroughly enjoy themselves without worrying about event logistics. 
• To ensure that the event runs without any glitches. 

Consider a typical corporate conference, for example. 

A business may hire your services to create a stellar multi-day conference while their employees and attendees can focus on networking or learning. This way, they don’t have to worry about details like catering, keynote speakers, registration, and managing the event schedule. 

Advantages and Disadvantages of Starting an Event Planning Business

As with everything, the event planning business also has advantages and disadvantages. Some of them are: 

• Enjoy the freedom to choose who you work with, where you work, and how you manage your schedule.
• Pull off a showstopping event, and chances are your clients will return repeatedly, thus building loyalty.
• Event planning business lets you unleash your creativity as you get to design events that are unique and unforgettable for your clients. 
• Establishing relationships with reliable vendors takes time, especially in a crowded market.
• Growing your business needs adding resources or raising prices, which can be tricky.
• Most of the time, although the planning takes place in advance, you must ensure your presence in the field during the event—meaning long working hours, even on evenings and weekends. 

How to Start an Event Planning Business

Here are some steps to help you start an event planning business: 

Evaluate your  event planning skills.

Event planning involves many tasks beyond the glamor of parties and events. To be successful, you must be able to handle various responsibilities. After all, successful event planners are masters of multitasking, with a talent for keeping calm under pressure. 

For example, you’ll need to create an event theme or design, find a venue, arrange entertainment, book vendors, send RSVPs and marketing information to attendees, and balance the budget. The list goes on. 

If you're unsure whether you possess all the necessary skills, consider gaining some hands-on experience. Perhaps shadow an experienced planner, assist with events at a local organization, or even volunteer for a nonprofit event. 

Create your event planning business plan.

A well-structured business plan is the foundation of any successful venture, and event planning is no different. Consider it your roadmap to success. Here are the key sections to include: 

• Executive Summary:  Summarize your business concept, goals, and what sets you apart.
• Overview : Outline your company background, structure (e.g., sole proprietorship), and essential details.
• Industry Analysis : Demonstrate your understanding of the local event planning market, including potential clients and event trends .
• Competitive Analysis: Examine your competition, identifying their areas of strength and areas you can exploit.
• Marketing : Craft a strategy for attracting clients—how will you make them aware of your exceptional services?
• Management: Detail your unique experience and skills.
• Operations Plan : Describe your day-to-day process for planning and executing events.
• Financials : Project your income, expenses, and profit expectations over your initial years of operation. 

Find your event planning niche.

Finding your niche is how you stand out from the rest—it helps you specialize in a specific subset of the broader event planning industry. Also, it becomes easier for your target market to find you. Common niches and event types include: 

• Business event planning:  Award ceremonies, charity and nonprofit events, corporate bonding retreats, meetings and seminars, conferences, grand openings, fashion shows, experiential events, holiday parties, networking events , trade shows, and VIP events. 
• Private/social event planning:  Weddings,   anniversaries, holiday parties, baby showers, theme parties, wedding/bridal showers, bachelor/bachelorette parties, milestone birthday parties, and murder-mystery parties. 

Identify your unique selling proposition.

Identify your event planning business’ unique selling proposition (USP) to set yourself apart from your competitors. It is the reason why clients should choose your company over others. 

Here’s how you can define your USP: 

• Identify your target market:  The first step in uncovering your event planning USP is to identify your target market. Who are your ideal clients? What type of events do they typically host? What are their pain points and needs? Understanding your target market lets you tailor your services to your client's needs and preferences. 
• Analyze your competition:  The next step is to analyze your competition. Who are your competitors? What services do they offer? What is their pricing strategy? What are their strengths and weaknesses? Understand your competition to identify gaps in the market and ways to differentiate your business. 
• Determine your unique strengths:  What sets your business apart from your competitors? What unique strengths do you bring to the table? It could be your expertise in a particular type of event, your creative approach to event design, your extensive network of vendors, or your exceptional customer service. Identify your unique strengths and use them to craft a compelling USP.

Consider funding and costs.

The events business can be lucrative, but getting started requires smart financial planning. Calculate your initial startup costs carefully. Price your services strategically so you cover expenses while remaining competitive. If number crunching isn't your strong suit, invest in a bookkeeper or accountant early on.

While exact costs vary by location and services offered, here's a ballpark range to get you thinking:

• Rent: $0 to $2,300
• Equipment: $5,000 to $17,000
• Inventory: $0 to $500
• Licenses and Taxes: $250 to $350
• Communications: $100 to $250
• Payroll: $0 to $4,000
• Advertising/Promotion: $500 to $2,000
• Legal Fees & Accounting: $650 to $1,500
• Insurance (1st Quarter): $800 to $1,700
• Miscellaneous: $750 to $1,500
• Total: $8,050 to $31,100 

Remember, startup expenses don't have to be astronomical. Begin with the essentials, and scale up as your business grows.

Structure your pricing strategy.

Pricing your services is an art and a science. Factor in your location (cost of living varies), your experience level, and what your competitors charge. Most importantly, ensure your pricing allows you to cover costs and earn a worthwhile profit while remaining attractive to clients. 

Remember, transparency is key—explain your fee structure clearly so there are no surprises later on.

Here are some common pricing models for your consideration: 

• Hourly rate: Ideal for projects where the scope is difficult to predict upfront. Rates typically range from $25 - $100+ per hour, depending on your skills and the complexity of the event. 
• Flat fee:  A single charge covers your planning services. This works well for events with well-defined parameters. Sometimes, planners add a percentage of vendor fees to ensure sufficient compensation. 
• Percentage of the event:  Typically, this will be 15-20% of the total event cost. Such pricing structure is common for complex events, as your fee scales alongside the project.  
• Day-of coordination:  A specialized service, handling the on-site logistics on the day of the event itself. 
• Vendor commission:  In this model, your income comes from commissions from selected vendors, rather than directly from the client. This requires careful negotiation and transparency with all parties involved. 

Obtain necessary legal documents and permits.

Don't neglect the legal side of your business. Taking these steps protects both you and your clients from potential issues:

Register Your Business :   Choose a legal structure (LLC, Sole Proprietorship, etc.) that's right for you, and register officially with your state. Obtain a tax ID—essential for everything from opening a bank account to filing taxes. 

Obtain Necessary Permits : The red tape of event planning might not be glamorous, but it's crucial. Permits vary by location, so contact local authorities to learn exactly what you need. Common examples include: 

• Building permits (tents) for outdoor events that require tents.
• Business license to operate legally.
• Event permits vary by city, so contact the local government for relevant ordinances.
• Noise permit if your event is outside.
• Fire/fireworks permit, which you must check with your county.
• You can get a health permit from your county’s health department.
• You need a liquor license if you plan to serve alcoholic beverages. 
• Seller’s permit, which you may need as an event planner.
• Temporary use/structure permit for vacant land or temporary space for loading areas, vendors, and parking. 

Get your event planning business insured.

Obtain insurance coverage for your event planning business to protect yourself and your clients from unexpected incidents. Here are some important coverages to consider:

• Workers' compensation:  This is mandatory in all states. It protects your employees (and yourself, if you count as an employee) in case of work-related illness or injury.
• General liability insurance:  A must-have for any event planning business. This protects you from claims of property damage or bodily injury at an event you organized. 
• Property insurance:  Safeguard your equipment (tables, chairs, laptops, etc.) from theft, fire, and other unexpected events.
• Business interruption:  If unforeseen circumstances force you to temporarily shut down, this can provide financial support. Think of it as backup income if things go awry.
• Business Owner's Policy:  This bundles several important coverages into one convenient package, often at a good value. 

Market your event planning business.

Once your business is set up, it's time to attract those exciting new clients. Here are some strategies to get you started:

• Build a Website: Your website is your online storefront. Services like Weebly and Squarespace make it easy, even if you're not tech-savvy. Invest time in making it visually appealing and easy to navigate.
• Boost Your Online Presence: List your business on directories like Yelp, Eventective, and Google My Business. This helps potential clients discover you when they're searching for event planners in your area.
• Get Social: Create engaging profiles on relevant platforms (Instagram, Pinterest, Facebook, etc.). Share social media-worthy photos, behind-the-scenes glimpses, and client testimonials.
• Traditional Marketing Still Works: Don't underestimate the power of beautifully designed brochures, flyers, and business cards. Distribute them strategically at local businesses or events.
• Get Referrals: Happy clients are your best advertisement. Encourage them to leave glowing reviews, and feature video testimonials on your website and social media.
• Strategic Partnerships: Caterers, photographers, venue owners—these businesses have the same clientele as you. Build relationships and create a referral network to mutually benefit. 

Related: Read some practical  event planning tips  for before, during, and after the event. 

What skills do you need to run an event planning business?

The basic skills needed to run an event planning business effectively are primarily soft skills, such as organizational skills, business management skills, and presentation skills. Here are some necessary skills to run an event planning business successfully: 

• Attention to detail
• Customer service
• Education (staying updated on event trends) or experience
• Interpersonal relationship skills
• Negotiation
• Organization
• Under-pressure performance 

Is an event planning business profitable?

Event planning has the potential to be a very profitable business venture. The fact that  89% of event and meeting leaders  consider in-person events crucial for revenue growth demonstrates the ongoing demand for well-planned events. 

However, the profitability of your event planning business will depend on several factors. The key to success lies in your ability to command premium rates for your services while keeping your expenses in check.            

What does an event planning business do?

An event planning business organizes and coordinates various aspects of events for individuals or organizations. This includes selecting venues, arranging catering and other vendors, creating event schedules and itineraries , managing budgets, and ensuring all necessary equipment and supplies are available. 

Do event planners travel a lot?

Event planners may travel depending on the nature of the events they plan. Some events may occur locally, while others may require travel to different cities or countries. Ultimately, the amount of travel required will depend on each event's specific needs and requirements. 

The Future of Event Planning is Yours to Create

The event planning industry offers vast opportunities for those with an eye for detail, a flair for organization, and a knack for staying on budget. Whether your heart lies in orchestrating sleek corporate events or bringing dream weddings to life, the skills you hone as an event planner are valuable in countless contexts. 

A carefully crafted business plan, paired with smart marketing and a dedication to providing exceptional experiences, can turn your passion into a truly successful venture. Find your niche, or cast a wide net—the choice is yours.

If you're ready to take the leap into the world of event planning, don't hesitate. Use this guide as your springboard. With hard work, a little business savvy, and a genuine love for creating memorable moments, there's no limit to what you can achieve.  

Up next, learn some  best practices in event management to create scalable and successful event strategies for your business.

John Hunter

John is the Senior Manager of Event Cloud Content Marketing at Cvent. He has 11 years of experience writing about the meetings and events industry. John also has extensive copywriting experience across diverse industries, including broadcast television, retail advertising, associations, higher education, and corporate PR.

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How to Start an Event Planning Business: Your Comprehensive Guide Not sure how to become an event planner? Use this step-by-step guide to launch your event planning business from scratch.

By Laura Tiffany Edited by Brittany Robins May 21, 2024

Key Takeaways

• Event planning can be a great business if you have the right skills.
• People need help executing personal and professional events of all sizes.
• Based on how you structure your business, your startup costs will vary.

Opinions expressed by Entrepreneur contributors are their own.

Some people have a special ability to plan parties — whether they be weddings, large corporate events or smaller gatherings. If you have a knack for tackling complex problems and making big days run smoothly, you might have a future as a professional event planner. Whether you choose to work alone or with a team, starting an event planning service is no small task. Here are some important questions to consider before launching an event planning business, and a step-by-step guide to starting and scaling your business.

Related: Find Your Event-Planning Niche

What is an event planning business?

Event planning is the art and science of ideation, planning, coordination and operation. When a major event needs to run smoothly — whether it's a trade show, nonprofit gala or a major anniversary — people will enlist an event planning service or coordinator. Event planners are key service providers who ensure event production and execution goes off without a hitch , most often used for purposes like:

• Corporate events, like after-work cocktail hours and galas.
• Educational conventions, like graduations or conferences.
• Major promotional events including product launches and fashion shows.
• Celebrations and social events including parades, weddings, birthdays and reunions.

The primary duties of full-time or part-time on-site event planners include:

• Researching venues and vendors prior to the event.
• Selecting the appropriate site for the event.
• Event design and team-building for project management.
• Creating budgets and running fundraisers if necessary.
• Coordinating decor, entertainment and food for the event.
• Sending invitations to attendees.
• Coordinating transportation for attendees to and from the event.
• Arranging accommodations, including seating charts and place settings.
• Coordinating tasks for onsite event personnel, including caterers or entertainers.
• Being on call for any questions or problems that arise in the event-planning process.
• Supervising activities at the event site.

Why do people hire event planning services?

People primarily hire event planning services for two reasons: So that hosts and guests don't have to focus on the inner workings of the event, and so that the event runs smoothly from beginning to end.

Consider a wedding. Many engaged couples hire event planners or event planning services to coordinate, organize and carry out their wedding plans. This helps the couple enjoy their special day and gives them the freedom to focus on getting married rather than worrying about details like catering, parking or the timeline.

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

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

Who should become an event planner?

You might consider becoming an event planner if you're organized, love hosting parties and find the challenge of coordinating large events to be thrilling. Planners handle many moving parts at once, some of which require overseeing chaotic work and competing agendas. Event planners also often work weekends and holidays since these are the days when most people schedule events.

Many event planners have backgrounds as managers or coordinators in other industries. The events industry, both for wedding planning and other events, requires excellent communication skills. Obtaining a bachelor's degree in public relations , marketing or related fields can be helpful but is not required. You should also consider acquiring certification for your event planning service, as it can help you cultivate relevant professional skills and attract more job opportunities. Meeting Professionals International (MPI) offers a list of degrees and certificates from various colleges and universities.

You can also become a Certified Special Events Professional or Certified Meeting Planner , both of which are offered by the MPI or the International Live Events Association (ILEA). By earning these certifications , potential clients will know you have the training and experience necessary to take on a complex event.

How to start an event planning business

Step 1: form your company.

To get your event planning business off the ground, you must first form a company, file the right paperwork and create a business plan — which should include the following details:

• The business's name.
• The business's tax structure (Sole proprietorship, LLC, S corp etc.).
• What services you'll provide.
• Market research .
• A management plan.
• Financial factors, including how you'll turn a profit.

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

You'll also want to apply for an employer identification number (EIN), which is essentially a social security number for your business assigned to you by the Internal Revenue Service (IRS). This will allow you to operate your business independently of your personal affairs, help you hire employees and make it easier to file taxes quarterly.

Step 2: Choose your target market

Building on the research you performed to create your business plan, it's essential to find the right market for your services. For instance, if you want to primarily work with weddings, you need to determine how many other planners are in your area, how much you should charge for your services and what offerings you'll need to be competitive.

By doing enough research ahead of time, you'll know exactly what kind of clients to target and what their expectations will be. This will help you advertise your event planning service to be competitive relative to other local planners.

Step 3: Make a financial plan

When you start an event planning business, you'll have to consider not only startup costs but also how the enterprise will grow and how many clients you'll need in order to be profitable. For instance, working from home and primarily by yourself will keep costs low. But if you hire employees, rent office space, or expand to new markets, your monthly expenses will significantly increase – all of these things can add up.

You can always scale your business after acquiring steady work. You may start off as a one-person event planning service that only takes on small events. As you earn money from successful jobs, you can hire employees and rent a warehouse for your equipment, like cameras, chairs and more. You don't have to have all of the growth questions answered when you launch your business, but you should at least have them in mind.

Step 4: Understand the work involved and consider hiring employees

For your event planning service to be successful , you need to fully grasp the nature of each job and determine if — or when — it's time to hire employees. This will vary event to event, so you'll need to determine how much work each event will require. Even the smallest event demands careful attention to detail and advance planning, but as you acquire experience you'll become more adept at forecasting how much help you'll need, if any. For instance, you might hire two or three people to be on-site for a specific event, just to make sure things run smoothly.

Related: The Event Planning Recipe for Success

Step 5: Settle on a price structure and fee basis

How you price your event planning offerings will impact how much business you attract. You can determine your pricing structure and fee basis by things like:

• The market segment you serve: For instance, nonprofit events may have different fee structures than weddings or corporate events. By understanding your event type, you'll know how much to charge and how to structure your fees.
• Your location: If you live in a place with a higher cost of living or a competitive events market, you'll need to price your services accordingly.
• Your reputation: As your business gains a reputation for success — and especially if you're so busy clients are competing for your services — you'll be able to charge a higher premium.

Step 6: Start marketing your event planning service

Once you know how much to charge your clients, it's time to start marketing your event planning service. Consider using tools like Google ads, social media profiles and other digital marketing efforts like email to get the word out about your business. You may even consider newspaper ads, flyers in public buildings or other traditional low-cost marketing tactics . As your business grows, so too will your reputation, meaning you'll likely have to spend less on marketing once you're known. Before you get there, though, it's important to dedicate significant time and resources to marketing your services (learn more here about the tools and strategies that should be part of creating your marketing plan).

Related: 8 Savvy Ways to Promote Your Event Planning Business

Costs of starting an event planning business

The costs of launching your business will vary greatly based on where you live, what kind of clients you work with and how large you intend to scale your operation. At a minimum, you'll need to pay fees to incorporate your business , purchase basic technology like a computer, buy business insurance and spend money advertising. But there are many other potential costs, including certification programs, hiring additional employees , renting office space and more. Here's a breakdown of common expenses associated with event planning, as well as a range of what it might take to get your enterprise off the ground.

Consider Startup Costs

As with any business, the startup costs for event planning vary by the region, the size of your operation and the type of clients you attract. Below are estimates that will help you determine what you can expect to spend in your first year.

*All figures are estimates and subject to change based on factors including location, business size and clientele.

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How to Plan an Event: Event Planning Framework (+Free Checklist)

May 14, 2024

The complete platform for all your events

Posted on may 14, 2024.

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

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

Table of Contents

How Do I Plan The Perfect Event?

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

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

1. Defining the Event’s Purpose and Objectives

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

I. Planning & Goal Setting

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

II. Crafting a Strategic Event Blueprint

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

III. Setting Milestones and Feedback Loops

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

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

2. Budget Planning

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

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

I. Establish Your Overall Budget

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

II. Create a Detailed Budget Breakdown

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

III. Implement Strategic Cost-Saving Measures

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

IV. Plan for Unforeseen Expenses

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

V. Monitor and Adjust the Budget Regularly

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

VI. Use Technology to Streamline Budget Management

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

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

3. Venue Selection and Sourcing

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

I. Start Early to Secure the Best Options

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

II. Utilize a Variety of Search Methods

Explore different platforms to widen your search:

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

III. Key Considerations for Venue Selection

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

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

IV. Detailed Venue Evaluation

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

VI. Negotiation and Finalization

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

VII. Logistics and Additional Arrangements

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

4. Engaging Attendees and Sponsors

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

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

I. Influencer Marketing and Personalized Experiences

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

II. Effective Sponsor Engagement Strategies

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

III. How to Measure Engagement Levels of Sponsors and Attendees

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

IV. Incorporating Technology for Enhanced Interaction

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

V. Building an Engaging Content Track

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

VI. Networking and Interaction

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

VII. Beyond the Event

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

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

5. Event Marketing and Promotion

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

I. Leveraging Social Media for Event Promotion

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

II. Influencer Collaboration

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

III. Integrating Virtual and Hybrid Event Elements

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

IV. Data-Driven Marketing Approaches

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

V. Execution and Monitoring

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

VI. Analysis and Optimization

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

VII. Best Practices in Event Marketing

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

VIII. Virtual Event Marketing Techniques

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

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

6. Designing the Event Experience

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

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

II. Utilizing Event Technology: Event technology has transformed the way experiences are delivered. The InEvent virtual lobby allows for a seamless integration of various elements, ensuring a cohesive experience whether attendees are in person or participating virtually. Whether your choice of events is themed or just the regular professional and simple type of event, the virtual lobby can be designed to look just as festive and as modern as you want it to.

III. Creating a Sensory Experience: Engage your attendees’ senses to make the event unforgettable. This can involve everything from strategically using lighting and color to influence mood to incorporating scents and interactive elements like virtual reality setups or tactile experiences. Each sensory touchpoint should be carefully crafted to enhance the event’s overall atmosphere and emotional impact.

IV. Interactive Installations and Gamification: Boost attendee participation by integrating gamified experiences and interactive installations. These could range from simple app-based games that encourage exploration of the event space to complex multi-sensory virtual reality simulations. Such elements not only make the experience more engaging but also help in creating memorable moments.

V. Strategic Design Elements: Pay attention to the design details that shape the event environment. This includes everything from the layout and furnishing to the patterns and lighting used throughout the venue. Each element should contribute to a functional, accessible, visually appealing space that encourages interaction and fulfills the event’s purpose.

VI. Crafting Moments of Wonder: Incorporate elements of surprise and delight, such as unexpected performances or unique interactive displays. These moments create peaks in the attendee experience, which are often the most memorable parts of an event. Utilize the peak-end rule to ensure these moments are strategically placed to maximize impact and leave a lasting impression.

VII. Continuous Engagement: Think of the event experience as an ongoing journey beyond the actual event. Engage with attendees before and after the event through personalized communications and provide resources like session recordings or summaries to extend the value of the event. This approach helps build a community around your event, encouraging ongoing interaction and setting the stage for future events.

7. Logistics and Operations Management

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

I. Streamlining Event Logistics

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

II. Effective Team and Vendor Management

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

III. Preparing for the Unexpected

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

IV. Enhancing Operational Efficiency

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

V. Coordination and Setup

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

8. Measuring and Analyzing

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

I. Utilizing Advanced Analytics for Event ROI

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

II. Attendance and Engagement Metrics

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

III. Feedback Collection and Analysis

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

IV. Sales and Marketing Impact

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

V. Long-Term Strategic Insights

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

VI. Comprehensive Post-Event Reporting

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

VII. Documenting and Learning from Each Event

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

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

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

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

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

About the Author / Adedoyin

You might also like, 9 strategies for cost-effective event management in 2024, what is an event management software types, benefits, and features..

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Populous invests in event and planning technology leader, OnePlan

• May 23, 2024
• Posted by: John
• Categories: Featured Articles, Home News, Industry News, News, Press Releases

Populous, the renowned global sports and entertainment venue and events design  practice, has made a strategic investment in OnePlan, the world’s leading  event site and venue planning software company.

OnePlan’s innovative GIS mapping collaboration platform is used by over 50,000 events in 110 countries, delivering up to 85% time-savings for its customers.

The platform simplifies the planning of live events and venues through easy-to-use, collaborative mapping tools. OnePlan’s award-winning digital twin software, VenueTwin , enables teams to visualise, plan operations, and sell spaces in a virtual version of any venue including stadiums, arenas, conference centres, and smart cities.

The company’s web platform accommodates the event planning of venues of any size, indoors and outdoors, seamlessly integrating existing architectural CAD and floor plan files.

The partnership with OnePlan will enable Populous to further enhance its industry-leading live event services. It will also integrate their collaborative VenueTwin platform with its own digital offerings to provide a unique level of planning and visualisation for clients, throughout the design phase and the entire life cycle of projects.

Paul Foster, Founder and CEO of OnePlan , said:

This investment opens an exciting new chapter for OnePlan, building on the fast growth we’ve experienced to date. The unrivalled knowledge and specialisms of the team at Populous will deepen the positive impact our software provides. We’re excited by the new opportunities this partnership opens, and the many benefits it creates for events  and venues across the world.

Earl Santee, CEO and Chair of Populous said:

This strategic investment is part of our commitment to focus on digital innovation across our business. OnePlan is a company we’ve admired for a long time. Alongside our own design and operational expertise our strategic investment with them will enhance our delivery capabilities for major events worldwide.

Nick Reynolds, Chief Global Strategy Officer at Populous , added:

The increasing role that virtual environments play in the collaborative design process,  and the opportunities they provide in connecting venues and events to their audiences before and after opening, is key to our design approach and ongoing relationship with our clients. OnePlan has established itself as the leading collaborative platform in 2D and 3D event planning and they will work in tandem with our internal digital teams to enhance the digital twin services we can offer our clients.

About Populous:

Populous is a global architecture and design practice that has led the design of many of the world’s most iconic sports and entertainment venues, including Tottenham Hotspur  Stadium, Yankee Stadium, Sphere Las Vegas and Climate Pledge Arena . Over the last 40 years, the firm has designed more than 3,500 projects worth $40 billion across emerging and established markets. Populous has over 1,000 staff and 27 offices on four continents with regional centres in London, Kansas City, and Brisbane.

Among Populous’ comprehensive services, the firm’s specialised event planning division has worked on major international events since its inception, from the Super Bowl and NHL Winter Classic to multiple Olympic and Paralympic games. Populous holds decades of experience working throughout the entire event ecosystem, from overlay design and operations to accreditation and transportation. Populous’ other areas of expertise include architecture, interior design, event planning and overlay, branded environments, wayfinding and graphics, planning and urban design, landscape architecture, aviation and transport design, hospitality and sustainable design consulting.

About OnePlan:

OnePlan is the world’s leading event site and venue planning software. Founded in 2018 by Paul Foster, the company’s solution provides event organisers and venue managers an easy way to collaborate in one visual plan to create safe, successful events.

OnePlan’s innovative technology, including its 3D digital twin platform VenueTwin, has supported over 40,000 events and venues worldwide.

Clients include Crypto.com Arena , Intuit  Dome , Silverstone , ExCeL London , and OnePlan is the Official Supporter of GIS Mapping and Digital Twin Software for the Paris 2024 Olympic and Paralympic Games .

Sports Venue Business has launched a raft of new offerings under the SVB LIVE  banner, including Networking Events and a Webinar Series. The 2024 SVB LIVE Conference & Exhibition is being held at the 82,300-capacity Croke Park stadium in Dublin, Ireland, on October 9th and 10th, with an Opening Night Icebreaker on October 8th.

Check out the latest sports and entertainment venue development news in the exclusive, subscription-only, SVB Global Report here .

#SportsVenueBusiness – The leading platform for sector news, views & developments

#svblive – elevating the live experience, promote your business.

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Connecticut Small Business Development Center

2024 connecticut 2nd capital matchmaker for small business.

When: June 4, 2024, from 8:30 am to 1 PM

Where: Fairfield University, Dolan School of Business, Fairfield, Connecticut

Pitch your financing needs to multiple SBA lenders in scheduled, one-on-one 10-minute sessions!

Attendees will have access to:

• Private, scheduled meetings with loan officers to discuss your business and financing needs.
• Interactive workshops “Creating your business plan”; “Know your business financials” and “How are SBA loans approved: a glimpse into the banks’ perspective.”
• Networking opportunities with lenders and SBA resource partners at the EXPO.

Light refreshments will be served. Check-in starts at 8 AM Free onsite parking.

Register here for the event June 4

Hosted by: SBA Connecticut District Office, Fairfield University Dolan School of Business, and Connecticut Small Business Center (CTSBDC).

The SBA’s participation in this cosponsored activity is not an endorsement of the views, opinions, products or services of any cosponsor or other person or entity. Reasonable accommodations for persons with disabilities will be made if requested at least two weeks in advance. Contact  [email protected].

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Observe Memorial Day with these events in southern Maine

Tons of towns have parades and ceremonies happening Monday.

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Kids and adults gather at a Memorial Day parade to honor and celebrate veterans in South Portland. Sofia Aldinio/ Staff Photographer

BATH 10 a.m. Monday. Parade begins at 200 Congress Ave. and concludes at Library Park and will be followed by a wreath-laying service at 11 a.m.

BERWICK 11 a.m. Monday. Parade begins at Berwick Town Hall/Sullivan Square and proceeds to Lord’s Cemetery by way of Wilson and Allen streets. After a ceremony there, the parade will continue down Saw Mill Hill Street with a pause at the Somersworth-Berwick Bridge for a brief memorial service for those lost at sea. The parade ends at Sullivan Square with a memorial service honoring area veterans.

BIDDEFORD-SACO Opening ceremony at 9:55 a.m. Monday at Saco City Hall. Parade starts at 10 a.m. from Saco City Hall and proceeds along Main Street and down York Hill into Biddeford, continues along Main Street, onto Alfred Street and finishes at Veteran’s Memorial Park with a closing ceremony at 10:45 a.m.

BRUNSWICK-TOPSHAM 9 a.m. Monday. Parade proceeds from Topsham Town Hall, pauses for observances while crossing the Brunswick-Topsham bridge, and concludes at the Brunswick Mall.

CAPE ELIZABETH 9 a.m. Monday. Parade begins at the middle school parking lot, turns right on Scott Dyer Road, right onto Route 77 and ends at the village green adjacent to the town hall. A brief ceremony and laying of the wreath will be held at the Village Green after the parade.

CUMBERLAND 8 a.m. Monday. Kids run at Greely High School followed by 5K Run and Remember race at 8:30 a.m. Parade starts at 10 a.m. at Mabel I. Wilson School and ends at the veterans’ monument in Moss Side Cemetery in Cumberland Center, where a ceremony will be held at 10:30 a.m. Advertisement

FALMOUTH 10 a.m. Monday. Parade proceeds from 65 Depot Road (Falmouth American Legion) to Pine Grove Park, where a ceremony will be held.

FREEPORT 9:30 a.m. Monday. Parade proceeds from Holbrook Street, heads north on Main and makes a right onto School Street, then right onto Park Street, ending in Memorial Park. There will be a small ceremony in Memorial Park starting at 10 a.m.

GORHAM 11 a.m. Monday. Parade starts at Village School (12 Robie St.) and ends at Eastern Cemetery on Johnson Road.

GRAY 11:30 a.m. Monday. Parade leaves the Russell School (8 Gray Park), proceeds to Shaker Road and continues to the Soldiers Monument at the intersection of Routes 26 and 3 for a wreath-laying ceremony. Parade continues north to the American Legion Post (15 Lewiston Road) for a closing ceremony.

LYMAN 1 p.m. Monday. Parade starts at Waterhouse Road/Mill Pond in Goodwins Mills and ends at the Lyman Town Hall on South Waterboro Road.

NEW GLOUCESTER 9 a.m. Monday. Parade leaves from Memorial Elementary School (86 Intervale Road) and heads down Intervale Road to Route 100/202 to Veterans Park for a memorial service. The parade will reconvene and go down Peacock Hill Road, then take a left on Gilmore Road. Advertisement

OLD ORCHARD BEACH 1 p.m. Monday. Parade starts at the corner of Ballpark Way and E. Emerson Cumming Boulevard and proceeds down Saco Avenue, Old Orchard Beach Street to First Street and ends at Veteran’s Memorial Park.

PORTLAND 2 p.m. Monday. The procession starts at Longfellow School (432 Stevens Ave.) and ends at Evergreen Cemetery for a commemoration ceremony.

SANFORD 10 a.m. Monday. The parade starts at the Sanford Armory (88 William Oscar Emery Drive), proceeds up Gowen Park Drive and ends at Central Park.

SCARBOROUGH 10 a.m. Monday. Parade starts at Scarborough High School, turns onto Route 114 and then Route 1, past town offices to the Maine Veterans Home and concludes with a ceremony there.

SOUTH PORTLAND 10:30 a.m. Monday. Parade starts at Southern Maine Community College parking lot, proceeds down Broadway to the Veterans Monument for a short Memorial Day recognition service.

WELLS 9 a.m. Monday. Parade starts at Wells High School (200 Sanford Road) and proceeds to Ocean View Cemetery for a ceremony and musical performances. Advertisement

WESTBROOK 10 a.m. Monday. Parade proceeds down Main Street and will be followed by a ceremony in Riverbank Park.

WINDHAM 9 a.m. Monday. Parade starts at Windham Town Hall and proceeds onto Route 202 toward Windham High School. At 10 a.m., there will be a ceremony in front of Windham’s Veterans Memorial Flagpole at Windham High School.

YARMOUTH 10 a.m. Monday. Parade leaves from Yarmouth High School (286 West Elm St.) and proceeds to the Memorial Green at Town Hall for a ceremony.

YORK 10 a.m. Monday. Parade starts near St. Christopher’s Church (4 Barrell Lane) and proceeds down York Street to York Town Hall.

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