CINXE.COM

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href="https://www.eventbrite.com/blog/">Home</a></li><span class="separator">   </span><li><span class="last">How to Write an Event Business Plan: A Complete Guide</span></li></ul></div> <div class="article-hero container hero--tips-green"> <div class="row align-items-center"> <div class="col-lg-10 order-12 order-lg-1 article-hero__details"> <a href="https://www.eventbrite.com/blog/category/event-planning-for-beginners/" class="badge badge--tips-green">Event Planning</a> <div class="read-time color-primary"> 6 min read </div> <h1 class="header header-4 color-primary"> How to Write an Event Business Plan: A Complete Guide </h1> <div class="date color-primary"> <a href="https://www.eventbrite.com/blog/author/andrea-tang/" class="color-primary"> by Andrea Tang </a> <span class="dot"></span> <span>Jan 8 2023</span> </div> <a href="https://www.eventbrite.com/blog/content-format/guide/" class="tag tag--popular mb-2">Guide</a> </div> <div class="col-lg-10 order-1 order-lg-12 img-center"> <img alt="" class="img-fluid" width="768" height="512" src="https://www.eventbrite.com/blog/wp-content/uploads/2022/04/festival-business-plan-768x512.jpg" /> </div> </div> </div> <main id="post-single" class="legacy-post read-progress-article" role="main" aria-label="Content"> <div class="container"> <div class="row"> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <p><span style="font-weight: 400;">Events need to prove their worth to get funding. Without an event business plan, your idea may not find support. An event business plan helps you focus on the purpose and goals of the event. In your plan, illustrate your event’s financial potential and plan the resources and operating structure you’ll need to deliver. Whether you’re brand new or an established <a href="https://www.eventbrite.com/blog/event-planner-resume-ds00/" target="_blank" rel="noreferrer noopener">event planner</a>, think of your business plan as the strategic vision for where your event can be three to five years from now.</span></p> <h3 class="wp-block-heading"><b>Table of contents</b></h3> <p><a href="#Why-do-I-need-an-event-business-plan-?"><span style="font-weight: 400;">Why do I need an event business plan?</span></a></p> <p><a href="#Cover-page"><span style="font-weight: 400;">Cover page</span></a></p> <p><a href="#Table-of-contents"><span style="font-weight: 400;">Table of contents</span></a></p> <p><a href="#Executive-summary"><span style="font-weight: 400;">Executive summary</span></a></p> <p><a href="#Section-1-:-Background-and-history"><span style="font-weight: 400;">Section 1: Background and history</span></a></p> <p><a href="#Section-2-:-Development-plan"><span style="font-weight: 400;">Section 3: Development plan</span></a></p> <p><a href="#Section-3-:-Event-requirements"><span style="font-weight: 400;">Section 4: Event requirements</span></a></p> <p><a href="#Section-4-:-Marketing-and-communications-plan"><span style="font-weight: 400;">Section 5: Marketing and communications plan</span></a></p> <p><a href="#Section-5-:-Financial-plan-and-considerations"><span style="font-weight: 400;">Section 6: Financial plan and considerations</span></a></p> <p><a href="#Section-6-:-Appendices"><span style="font-weight: 400;">Section 7: Appendices</span></a></p> <h2 class="wp-block-heading" id="Why-do-I-need-an-event-business-plan-?"><b>Why do I need an event business plan?</b></h2> <p><span style="font-weight: 400;">If you’re hoping for long-term financial returns on your event planning, you’ll need a reliable event business plan. Even if you’re used to winging most of your event planning, having your strategic vision down on paper will save you time and resources, and minimize stress in the long run. Here’s how:</span></p> <ul class="wp-block-list"> <li><span style="font-weight: 400;">It’ll help you keep track of your budget, so you don’t have to worry about overspending.</span></li> <li><span style="font-weight: 400;">It doubles as a calendar for key dates and deadlines, such as venue selection, invitation mailing windows, etc.</span></li> <li><span style="font-weight: 400;">The plan is a handy checklist — it’s easy to track what’s already been taken care of and what still belongs on your to-do list.</span></li> <li><span style="font-weight: 400;">You’ll have a reliable way to track metrics for what actions are being taken to meet your event goals.</span></li> <li><span style="font-weight: 400;">It’s a one-stop shop for all your logistical needs.</span></li> </ul> <p><span style="font-weight: 400;">Read on to discover what to include in your event business plan and how to structure it.</span></p> <h2 class="wp-block-heading" id="Cover-page"><b>Cover page</b></h2> <p><span style="font-weight: 400;">Your front cover should detail your event name, the document’s title (for example, [Event Name] Business Plan 2022-2024), the date created, and your contact details. If you already have a logo, include that as well.</span></p> <h2 class="wp-block-heading" id="Table-of-contents"><b>Table of contents</b></h2> <p><span style="font-weight: 400;">Your table of contents should be a way for someone to understand your business plan quickly. Use numbers and titles to clarify the main sections and include subheads within those sections.</span></p> <h2 class="wp-block-heading" id="Executive-summary""><b>Executive summary</b></h2> <p><span style="font-weight: 400;">The executive summary should contain a comprehensive overview of the event. It’s essentially an elevator pitch you’ve had time to edit to perfection. It introduces you and your event and lets your reader know why they should care enough about your event to read the rest of the document.</span></p> <p><span style="font-weight: 400;">Your summary should be at least one page long but no longer than 10% of the total length of the plan. Although it’s at the beginning of the plan, edit it after writing the rest of your content to ensure it accurately summarizes your whole strategy.</span></p> <p><span style="font-weight: 400;">Your executive summary should contain the following:</span></p> <ul class="wp-block-list"> <li><b>Basic information:</b><span style="font-weight: 400;"> What the event is; when and where it will take place</span></li> <li><b>Your mission:</b><span style="font-weight: 400;"> The event’s purpose; how will it benefit the stakeholders</span></li> <li><b>Your background:</b><span style="font-weight: 400;"> Information about you (the event creator) and anyone else involved</span></li> <li><b>Budget: </b><span style="font-weight: 400;">An estimated event income and expenditure</span></li> <li><b>Business plan reviews: </b><span style="font-weight: 400;">Time set aside to monitor progress</span></li> </ul> <h2 class="wp-block-heading" id="Section-1-:-Background-and-history"><b>Section 1: Background and history</b></h2> <p><span style="font-weight: 400;">This section allows you to showcase who you are and how you’re different. Share your background, history, and past success.</span></p> <ul class="wp-block-list"> <li><b>Who you are:</b><span style="font-weight: 400;"> Provide background information about you and the </span><a href="https://www.eventbrite.com/blog/academy/event-staffing/"><span style="font-weight: 400;">team</span></a></li> <li><span style="font-weight: 400;">behind the event. Add details about relevant experience. What events have you worked on in the past? What’s your track record?</span></li> <li><b>Event history:</b><span style="font-weight: 400;"> If it’s the first year of your event, detail where the idea for the event came from and any historic information about the event category and audience. For existing events, detail when your event was launched, why it was founded, where it’s been held, who it attracts, and how it has developed.</span></li> </ul> <p><span style="font-weight: 400;">Remember to include any milestones that would impress readers.</span></p> <pre class="wp-block-code"><code><span style="font-weight: 400;"><a href="https://ctt.ac/eS8ZV" target="_blank" rel="noopener">"Don't be shy about introducing yourself and your qualifications when it comes to building an event business plan. Dive into your past accomplishments, and don't forget to share your success stories."</a></span></code></pre> <h2 class="wp-block-heading" id="Section-2-:-Development-plan"><b>Section 2: Development plan</b></h2> <p><span style="font-weight: 400;">Your development plan is the place for you to think big. Identify your long-term vision. Then, showcase your strengths and clarify how you’ll overcome your weaknesses.</span></p> <ul class="wp-block-list"> <li><b>Vision: </b><span style="font-weight: 400;">Describe the long-term vision for the event and any specific goals — for example, to launch internationally or franchise your event series.</span></li> <li><b>Strategic development: </b><a href="https://www.eventbrite.com/blog/free-event-planning-courses-ds00/"><span style="font-weight: 400;">Outline your plan</span></a></li> <li><span style="font-weight: 400;">for the event three to five years from now. How will you achieve key objectives? What’s the timeline, and who’s responsible for driving strategy and implementation?</span></li> <li><b>SWOT (strengths, weaknesses, opportunities, and threats) analysis:</b><span style="font-weight: 400;"> Identify strengths and weaknesses of your event, as well as opportunities and threats it faces.</span></li> <li><b>Risk factors: </b><span style="font-weight: 400;">Provide an initial risk assessment covering key areas such as program, finances, operations, reputation, legal, audience, and health and safety. Show how you’ll manage and mitigate these risks.</span></li> </ul> <pre class="wp-block-code"><code><span style="font-weight: 400;"><a href="https://ctt.ac/eS8ZV" target="_blank" rel="noopener">"Stay on track with the long-term goals driving your event — make sure you don't miss the forest for the trees."</a></span></code></pre> <h2 class="wp-block-heading" id="Section-3-:-Event-requirements"><b>Section 3: Event requirements</b></h2> <p><span style="font-weight: 400;">Once you know your vision, lay out the details. Determine what’s needed for putting on this type of event in terms of venue, services, and permits.</span></p> <ul class="wp-block-list"> <li><b>Facilities:</b><span style="font-weight: 400;"> List the facilities required for the event — </span><a href="https://www.eventbrite.com/blog/questions-to-ask-an-event-venue-ds00/"><span style="font-weight: 400;">venue</span></a></li> <li><span style="font-weight: 400;">, accommodation, catering, and technical support.</span></li> <li><b>Services:</b><span style="font-weight: 400;"> List the services required — staffing, traffic management, health and safety, security, and medical support.</span></li> <li><b>Production:</b><span style="font-weight: 400;"> Detail the production equipment required — power, fencing, staging, sound, and lighting.</span></li> <li><b>Legal and insurance: </b><span style="font-weight: 400;">Detail the necessary insurance and licenses required to cover all aspects of the event.</span></li> <li><b>Technology:</b><span style="font-weight: 400;"> List the technology you’ll need to make your event successful — think audio/visual needs and ticket scanners.</span></li> </ul> <pre class="wp-block-code"><code><span style="font-weight: 400;"><a href="https://ctt.ac/eS8ZV" target="_blank" rel="noopener">"Make sure you remain abreast of event logistics — such as venue requirements, permits, and more — to ensure smooth sailing on your big night."</a></span></code></pre> <h2 class="wp-block-heading" id="Section-4-:-Marketing-and-communications-plan"><b>Section 4: Marketing and communications plan</b></h2> <p><span style="font-weight: 400;">Your marketing and communications plan will be your roadmap for getting the word out about your event. At this point, your business plan is getting long — but don’t </span><span style="font-weight: 400;">quit </span><span style="font-weight: 400;">now. It doesn’t matter how compelling the rest of your plan is if this portion of your event business plan isn’t built out. No one will attend an incredible event if they don’t know it’s happening!</span></p> <ul class="wp-block-list"> <li><b>Positioning</b><span style="font-weight: 400;">: What’s the message you want to relay to your audience? This is what makes your brand different. What do you want future attendees to think of when they hear about your event?</span></li> <li><b>Product</b><span style="font-weight: 400;">: Detail what the event offers attendees.</span></li> <li><b>Price</b><span style="font-weight: 400;">: Explain your</span> <a href="https://www.eventbrite.com/blog/academy/executive-strategy-price-event/"><span style="font-weight: 400;">pricing strategy</span></a></li> <li><span style="font-weight: 400;">and different ticket options.</span></li> <li><b>Convenience:</b><span style="font-weight: 400;"> Explain how you use technology to drive attendance.</span></li> <li><b>Promotion</b><span style="font-weight: 400;">: Detail the </span><a href="https://www.eventbrite.com/blog/academy/essential-guide-event-marketing/?ref=essential-guides"><span style="font-weight: 400;">promotional tactics</span></a></li> <li><span style="font-weight: 400;">you’ll use to reach your audience — social media, paid advertising, direct mail, print media, or influencers.</span></li> <li><b>Budget plan</b><span style="font-weight: 400;">: Provide a breakdown of your event marketing budget. Not sure where to start? Check out this</span> <a href="https://www.eventbrite.com/blog/event-budget-guide-ds00/"><span style="font-weight: 400;">event budget guide</span></a></li> </ul> <pre class="wp-block-code"><code><a href="https://ctt.ac/eS8ZV" target="_blank" rel="noopener">"Marketing and communications are the lifeblood of guest list curation, and much of your event's success will depend on getting the word out. Ensure a great attendance rate by developing and spreading a strong message about why your event can't be missed."</a></code></pre> <h2 class="wp-block-heading" id="Section-5-:-Financial-plan-and-considerations"><b>Section 5: Financial plan and considerations</b></h2> <p><span style="font-weight: 400;">No event business plan is complete without an analysis of financials. Explain the expected value of your event — your revenue streams and losses.</span></p> <ul class="wp-block-list"> <li><b>Income and expenditure projections</b><span style="font-weight: 400;">: Demonstrate that your event is financially viable and achievable. How will the event be paid for? Identify income streams such as ticket and exhibition space sales, funding, grants, and sponsorship. Present detailed event budgets and cash flow projections for the period of the plan. Use this </span><a href="https://www.eventbrite.com/blog/event-budget-template-ds00/"><span style="font-weight: 400;">event budget template</span></a></li> <li><span style="font-weight: 400;">to help with calculations.</span></li> <li><b>Economic impact estimation: </b><span style="font-weight: 400;">If your event is large, what benefit will it have for the local area? For example, you might attract out-of-town attendees that benefit hotels, restaurants, and other businesses. If it’s a smaller pop-up, how will you partner with other local businesses? Show that your pop-up is an economic investment in the community.</span></li> </ul> <pre class="wp-block-code"><code><span style="font-weight: 400;"><a href="https://ctt.ac/eS8ZV" target="_blank" rel="noopener">"Don't lose track of the numbers game — behind every good event is a smart, savvy budgeting plan. You'll want to ensure that what you choose to spend on your event generates strong returns."</a>]</span></code></pre> <h2 class="wp-block-heading" id="Section-6-:-Appendices"><b>Section 6: Appendices</b></h2> <p><span style="font-weight: 400;">Include any additional materials such as third-party reports, research documents, codes of practice/policies, and site/venue maps. Not sure if you should include something in the appendix? Include the material if you think it would help answer a reader’s question.</span></p> <pre class="wp-block-code"><code><a href="https://twitter.com/share?text=Your+event+business+plan+is+the+best+way+to+validate+your+event" target="_blank" rel="noopener">"Your event business plan is the best way to validate your event"</a></code></pre> <h2 class="wp-block-heading"><b>Turn your plan into reality</b></h2> <p><span style="font-weight: 400;">Writing a comprehensive event business plan is the best way to validate your event and focus your team and other stakeholders on your goals. 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