Imagine planning your next event with the same structure and creativity as launching a start-up. Whether it’s a challenge event, or a corporate gala, every event can be as exciting—and as rewarding—as building a new small business from the ground up.

I might be biased here, I did do a masters degree in Entrepreneurship after all. But having spent 15 years creating events and even longer training and supporting small businesses and entrepreneurs, writing business plans and running my own start up businesses, I have seen so many similarities between event management and entrepreneurship.

So, here’s my ideas on planning your event like an entrepreneur, turning your vision into a thriving, well-executed reality.

The 'start-up' event

If you're starting from scratch with a business or event then you need a plan to get you from where you are now to where you want to be. If you have an existing business or event then you need to be able to analyse, evaluate and improve. In both circumstances then the viability and income generation needs to make the event worth your time and energy.

Don’t worry, when I talk about creating a 'business plan' for your event, I’m not trying to scare you. Think of it as a roadmap that gets you from your big idea to a successful event. There are a lot of variations to a business plan depending on their purpose, from a one page mind map for the purpose of the individual creating it, to a full blown plan to be presented to potential funders, with financial forecasts and in depth detail.

So in creating this 'plan' for your event you can structure it however feels right to you. But here's a few things you should include:

Crafting your unique idea and vision

Every business and event needs a good idea as a starting point. This doesn't have to be a brand new, never been done before idea, it can be your version of something that's already been done. Make it yours, unique to you so that you stand out from the crowd.

Our Creating Awesome Ideas course might help.

Making strategic choices

You need to have a strategy behind your event. Think about your event’s goals and purpose. Do you want to raise awareness, generate profit, or target a particular audience? Your strategy will guide everything from venue choice to marketing tactics.

Testing the viability

You need to know if your idea is viable, is it going to work? Testing the viability of your event is like performing a reality check. Before you invest time, money, and energy, you need to know if your idea will work. This step helps you avoid costly mistakes and ensures that your event is aligned with market demand and resource availability.

Knowing your market

Knowing who your customers are is obvious but you also need to know who your competitors are. In my recent masterclass we looked at who competitors might be, what they do well, not so well, and how you can identify your USP.

You also need to know what they are doing and when, so that you can avoid date clashes and conflicts of interest.

Delivering value

You need to have a clear idea of what the package, service or product you are offering to your customers. Do different groups of customers need a different product, service or package?

What are they buying from you and how much will they be prepared to pay for it?

Your events identity
Branding and marketing are your event's image and are the 'vision' of the values of your organisation. They not only determine how your event is perceived but also drive attendance and engagement. Think of them as the first impression your event makes on potential attendees and the lasting memories of your participants.

Managing Resources

List out all the resources you’ll need, from human resources like volunteers to partnerships and contacts and material resources like signage.

Put together a full analysis of income and expenses, including potential fundraising and sponsorship opportunities.

Action plan

Don’t forget the action plan. A timeline of who does what and when. Be realistic and give yourself plenty of time. It's probably worth building in some contingency too.

Have you ever attended an event that felt chaotic? Chances are, it lacked a solid, well thought out plan and structure. Let’s make sure yours doesn’t.

Of course there are other elements of the planning process including risk, operations etc which will need to be considered once you're further along in the planning process.

Are you ready to turn your event into an entrepreneurial success? Start drafting your plan today, and don’t hesitate to reach out if you need a hand. Let’s create something amazing together.

You might also want to have a look at our Building a Business Case course to help with your planning.

Good Luck,

Tracey