Event Business Plan Template Bestcities

Event business plan template bestcities

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Summary

Event Business Plan Template
An event Business Plan serves to communicate the strategic plan for taking the event
forward, usually over a period of three to five years (if it is not a one-off proposition). Every
event should have a Business Plan

Regardless of the scale, age or history of your event, the Business Plan is an essential tool
that will:
 Communicate the vision, purpose and benefits of the event to others
 Enable you to focus on the event’s potential to develop and grow
 Illustrate and help secure the event’s viability and sustainability in the longer term
 Show how much money is needed and what it is needed for
 Help you plan the resources, delivery and operating structure
 Help you raise funding
 Help you measure success
It is recommended that all business plans being submitted in conjunction with National
Programme Applications contain the following:
 An Event Overview including:
- Vision and Mission Statement
- Key Outcomes/deliverables
- The Event
- Target Market
- Stakeholder involvement and benefits
- Delivery mechanism
 Development Plan including
- Strategic Development
- SWOT Analysis
 Financial Plan and Considerations
- Income and Expenditure projections
- Economic Impact Estimation
Key areas to be addressed in an event business plan include:
 The event’s vision and mission – i.e. what it ultimately aims to achieve
 Who the key stakeholders are, what benefits they will accrue and how the event fits
with their strategies
 The relevant experience and track record of the organisers
 The event’s background and an overview of plans for the current year
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 The SWOT analysis (identify strengths, weaknesses, opportunities and threats)
 Key objectives and achievement strategy for the current year
 A development plan – how key aims and objectives will be realised going forward
(beyond the current year)
 Marketing and communications planning
 Event requirements – staffing structure, facilities, services, venues, etc
 How much the event will cost – budget projections over 3–5 year period
 How will it will be paid for – identifying income streams
 Management and business controls
 Risk management and contingency plans
 Future considerations
For further information on creating your own event business plan please refer to Event
Management: A Practical Guide which can be found on the Funding and resources pages of
the EventScotland website: http://www.eventscotland.org/funding-and-resources
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Contents Page
Executive Summary
1. Background & History
 Event Management/Experience
 Event History
2. Event Overview
 Vision and Mission
 Key Outcomes/deliverables
 The Event
 Target Market
 Stakeholder involvement and benefits
 Delivery mechanism
3. Development Plan - Going Forward
 Strategic Development
 SWOT analysis
4. Event Requirements
 Facilities
 Services
 Production
 Legal & insurance
5. Marketing and Communications Plan
6. Financial Plan & Considerations
 Income and Expenditure Projections
 Economic Impact Estimation
7. Management and Business Controls
 Event Action Plan Template
 The Business
 Monitoring and Evaluation of outcomes
 Risk factors
8. Appendices
3
Executive Summary
The executive summary should be concise and should contain an overview of the following:
 What the event is
 The event’s vision & mission
 Its objectives
 When and where it will take place
 Why the event has been developed
 Who the event aims to attract (the market)
 What the key benefits of hosting the event are – to the community, sector,
stakeholders, etc
 Who developed the event and Business Plan
 Statement as to the estimated event income and expenditure
 Business Plan review (i.e. plans for monitoring and updates)
 What the main sections of the Business Plan are
1. Background & History
This section should include information on:
Event Management/Experience – outline who you are and what your relevant experience
and track record is
Event History – is this the events first year; where did the idea come from; have there been
similar events; has it previously been staged elsewhere; what kind of event is it; who does it
attract?
2. Event Overview – Current Year
This section should set out plans for the ‘live’ event year:
Vision - A short statement that describes, in broad terms, the event’s long term aim
Mission - A more detailed statement which provides detail on how the vision will be
delivered:
Key Outcomes/deliverables – Targets/Objectives - This is an opportunity to define and
communicate the objectives and deliverables of the event. These should help to deliver the
vision and mission. Set timescales and identify who each action will be led by (i.e. which
organisation/individual). They need to be clearly set out and should follow the SMART
principle: Specific, Measurable, Achievable, Relevant and Time-Based:
The Event – describe the event and its various elements in more detail. Give an overview of
the intended event content/programme and any new developments
1
Target Market – give an outline of the existing audience/spectator/participant profile (if there
is one) and state targets for growth and development (you should go into more detail in
section 5)
Stakeholder Involvement and Benefits – describe the involvement and benefits each
stakeholder should expect (event partners, public funders, sponsors, supporters, host
venue/city, the local community, etc). Make sure you state where the event and stakeholder
strategies align
Delivery Mechanism -
3. Development Plan – Going Forward
This section should present an outline of how the event will develop over the next 3–5 years:
Strategic Development – with your vision and mission in mind, outline your key objectives
and how they will be delivered and developed beyond the current year; set timescales and
identify who will lead each action (i.e. organisation/individual)
SWOT analysis
Strengths Weaknesses
 Unique event in calendar  Potential for weather to affect
 Point 2 programme
 Point 3  Point 2
 Point 3
Opportunities Threats
 To grow into new markets and invite  Clashes with other events taking
in different age groups place in the local area
 Point 2  Point 2
 Point 3  Point 3
2
4. Event Requirements
This section should outline what is required on an operational level to deliver the event:
Facilities – what facilities are required in terms of public utilities, accommodation (on and off
site), catering, communication, other technology (such as timing equipment for sporting
events), etc
Services – what services will be required and who will provide them: medical, police, child
protection, fire, traffic management, health & safety, security, media, etc
Production – detail the production equipment required such as power, fencing, staging,
sound, lighting, vision, heavy plant, etc
Legal & Insurance – consider the implications of contractual arrangements and the
necessary insurance required to cover all aspects of the event
5. Marketing & Communications Plan
Details of how to construct an effective marketing and communications plan can be found on
the Funding and resources pages of the EventScotland website:
http://www.eventscotland.org/funding-and-resources
6. Financial Plan & Considerations
This section is crucial. You need to show that the event is financially viable and achievable

EventScotland recommend that you utilise the ‘Annual Budget Template’ below. If this is not
possible, we recommend that you include, at a minimum, the following:
Income and Expenditure Projections – present detailed event budgets and cash flow
projections for the period of the plan
Economic Impact Estimation – the additional income that holding the event will bring to
your area/economy
3
ANNUAL BUDGET TEMPLATE
Total Budget Total Budget Total Budget
Value Value Value Notes
INCOME 2009/10 2010/11 2011/12
· Local Authority Funding
· Scottish Enterprise Funding
· Other Grants/Public Funding
· Amount requested from EventScotland
· Trusts/Foundations
· Sponsorship
· Ticket Sales
· Merchandising – Trade site fees / Hospitality /
Programmes
· Other Income
Total Income £0 £0 £0
EXPENDITURE Total Budget Total Budget Total Budget
Value Value Value Notes
Administration
· General Administration
· General Insurance
· Travel & Accommodation
· Staff Salaries & Fees
· Management Fees
· Other Administration Expenses
Subtotal Administration £0 £0 £0
Event Costs Total Budget Total Budget Total Budget
Value Value Value Notes
· Event Evaluation/Bid Costs
· Sanction Fees (if appropriate)
4
· Facility/Venue Costs
· Other Production Costs (Plant, Equip. Hire, Crew,
Security)
· Health & Safety
· Event Insurance
· Ceremonies
· Entertainment/Artistic Programme (fees and costs)
· Hospitality
· Cost of Merchandising
· Travel, Accommodation & Services
· Communication (Radios etc)
· Other Event Expenses
Subtotal Event Costs £0 £0 £0
Marketing and Promotion Expenses Total Budget Total Budget Total Budget
Value Value Value Notes
· Advertising
· Design Fees & Print Production
· Direct Mail/Distribution/Display
· Internet
· Promotions
· Market Research
· Ticket Production
· Other Marketing & Promotions Expenses
Subtotal Marketing and Promotion £0 £0 £0
Total Budget Total Budget Total Budget
Value Value Value
2009/10 2010/11 2011/12
TOTAL EXPENDITURE £0 £0 £0
CONTINGENCY (10% OF TOTAL EXPENSES) £0 £0 £0
TOTAL EXPENSES + CONTINGENCY £0 £0 £0
5
SURPLUS / DEFICIT £0 £0 £0
6
7. Management & Business Controls
In this section you need to show that you are set up to manage the event appropriately
Event Action Plan - (See overleaf)
7

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Frequently Asked Questions

What should be included in an event planning business plan?

This is the standard event planning business plan outline which will cover all important sections that you should include in your business plan. An event planning business plan consists of several key aspects. You can include the following sections to write a business plan that works: 1. Executive Summary

How to start an event venue business?

If you are planning to start a new event venue business, the first thing you will need is a business plan. Use our sample Divine Space - Event Venue Business Plan created using upmetrics business plan software to start writing your business plan in no time.

What is the ultimate business plan template?

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.

How to become a successful event planner?

Hence, you should go prepared with event planning skills and experience before getting started. You can even take an internship and work on your business plan and personal projects in your spare time to get a head start. Bad communication in event management is a recipe for disaster. Develop your communication and listening skills.

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