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How to Start an Event Planning Service Want to be an event planner but not sure how to start your own event planning service? Discover how to start this business in our step-by-step guide.

Some people get a lot of personal and professional joy out of making big events and special days even better for their attendees. If you have the hosting itch, and if you love to tackle complex problems and make big days go smoothly, you might have a future as a professional event planner.

But whether you choose to work alone or with a small team, starting an event planning service is no small task. Today, let's break down how to start an event planning service step-by-step.

What are the basics of event planning?

Event planning is the art (and sometimes science) of event ideation, planning, coordination and operation. When a big, important event needs to go smoothly, it's time to call an event planning service or coordinator.

Event planners are key service providers who can ensure event production and execution happens smoothly. They perform these duties for trade shows, senior events, nonprofit galas and much more.

Related: Find Your Event-Planning Niche

Event planning is most often used for purposes like:

  • Big educational meetings, like graduations or conferences.
  • Major promotions, like marketing events, product launches and fashion shows.
  • Corporate events, like after-work cocktail hours, galas, etc.
  • Celebrations and social events like parades, weddings, birthdays, reunions, etc.

Event planning is highly important to make sure the above and other major events go off without a hitch, especially so that the most important guests can enjoy themselves.

The primary duties of full-time or part-time, on-site event planner jobs include:

  • Doing research prior to the big event.
  • Event design and team-building for project management.
  • Finding the appropriate site for the event.
  • Creating event budgets and running fundraisers if necessary.
  • Arranging for decor, entertainment and food for the event.
  • Sending invitations to potential attendees.
  • Planning transportation for attendees to and from the event.
  • Arranging any other necessary accommodations, like seating.
  • Coordinating activities for event personnel, like caterers or entertainers.
  • Supervising activities at the event site.

The events industry, both for wedding planning and other events, requires good communication skills. Additionally, obtaining a bachelor's degree in public relations or related areas can be helpful but is not absolutely required. Let's look closer at this job type and business.

Why do people hire event planning services?

People primarily hire event planning services for two reasons:

  • So that event-goers and guests of honor can enjoy themselves without focusing on the event.
  • So that the event in question goes smoothly.

Imagine a typical example of a wedding. Many engaged couples hire event planners or event planning services to coordinate, organize and carry out their wedding plans. In this way, the couples can enjoy their special days and focus on getting married rather than worrying about things like catering, parking and kicking out rowdy guests. Instead, the wedding planner takes care of that stuff.

Furthermore, 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 love hosting parties and the thrill of organizing a complex event and running it without an issue. Planners often have to handle many moving parts at once. Many event planners have histories as managers or coordinators in other industries. You should become an event planner or start your own event planning service if you feel that you would enjoy this kind of work.

It's also worth noting that event planning often requires you to work on weekends or holidays (since these are the days when people have free time to schedule and hold events), as well as handle chaotic, sometimes confusing work and competing agendas. You should also consider acquiring certification for your event planning service, as it can help you acquire relevant professional skills and attract more job opportunities . Meeting Professionals International (MPI) is an association that offers a list of degrees and certificates from colleges and universities. The right degree or certification can lead to more job opportunities and even pave the way to a higher salary.

Alternatively, try to become a CSEP or Certified Special Events Professional or CMP or Certified Meeting Planner. Both of these are given out by the MPI or the ISES (International Special Events Society), which also highlight your skills and designate you as an expert event coordinator.

Now that we've covered the basics, let's get into the steps you need to take to start an event planning service:

Step 1: Make your company

Your first step involves making your company and filing the right paperwork. You should first draw up a business plan, which will include details like:

  • The business's name.
  • The business's tax structure (like a sole proprietorship, LLC, etc.).
  • How you'll make a profit.

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

You'll also want to get an EIN, or employer identification number. This will allow you to hire employees for your event planning service if you desire later down the road.

How to Start an Event Planning Service

Step 2: Choose your target market

Next, do market research and pick the target market you want to work for. For instance, if you want to primarily work with weddings, you need to research that target market to know how much to charge for your services, what's involved and what you need to be experienced in.

By doing some research ahead of time, you won't find running your first events to be too overwhelming. You'll also know how much to advertise your event planning service to be competitive relative to other services in the area.

Step 3: Consider startup costs

When you start an event planning business, you'll have to consider startup costs. Working from home or primarily by yourself will keep costs low as opposed to hiring employees (who will require salaries).

However, if you want to expand your event planning business, you'll eventually need extra equipment, business premises like an office or warehouse and more. All of these things can add up, impacting the kind of business you begin.

Note that you can always scale your business after acquiring steady work. For instance, you can start off as a one-man event planning service that only provides services to small events you can tackle by yourself. After you save up some money from some successful jobs, you can hire a few more employees and rent out a warehouse for your equipment, like cameras, chairs and more.

Step 4: Understand the work involved and hire employees (optional)

For your event planning service to be successful , you need to fully grasp the nature of the work involved and understand whether you should hire employees.

Planning and executing an excellent event generally involves:

  • Designing the event, which means sketching out the feel or look of the event in question. Some clients will have very specific ideas you'll need to incorporate into the design.
  • Putting together a proposal for your clients so they can improve your plans.
  • Organizing the event, which involves almost everything else, like renting the site for the event, hiring vendors, hiring entertainers, organizing caterers and much more.

There's a ton of work that goes into planning even the smallest event. Fortunately, as you acquire experience, you'll be more adept at anticipating and completing this work.

Related: The Event Planning Recipe for Success

Generally, the larger the events you want to manage and coordinate, the more employees you need to hire. At a certain point, you can't be everywhere at once! Consider hiring employees when you have the cash to do so; this will allow you to plan events for larger groups of people and make more of a profit.

Step 5: Settle on a price structure and fee basis

How you price your event planning business will impact how often you get requests. You can determine your pricing structure and fee basis by things like:

  • The market segment you serve: For instance, social events usually have different fee structures than corporate events.
  • Your geographic location: If you have a higher cost of living, you are justified in charging your clients more to plan their events.
  • Your experience and reputation: As your business gets a reputation for success, you'll be able to charge a higher premium for your services.

Step 6: Start marketing your event planning service

Once you have all of your ducks in a row and you know how to charge your clients, you can start marketing your event planning service. Do this online through Google PPC (pay-per-click) ads, social media marketing and other efforts. Don't hesitate to use in-person marketing materials, like posters or TV ads, as well.

Related: 8 Savvy Ways to Promote Your Event Planning Business

As you can see, starting an event planning service is a matter of preparation and deep consideration. If you plan everything properly, your event planning service will launch smoothly, and you'll get your first batch of clients in no time.

Check out Entrepreneur's other guides and resources today!

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How to Start an Event Planning Business

Event planners help their clients organize and orchestrate events of all types and sizes. Everything from weddings and social gatherings to an industry-specific, professional soiree, an event planner’s job is to make sure everything runs smoothly, ensuring that any problems will be handled appropriately.

You may also be interested in additional low cost business ideas .

Learn how to start your own Event Planning Business and whether it is the right fit for you.

Ready to form your LLC? Check out the Top LLC Formation Services .

Event Planning Business Image

Start an event planning business by following these 10 steps:

  • Plan your Event Planning Business
  • Form your Event Planning Business into a Legal Entity
  • Register your Event Planning Business for Taxes
  • Open a Business Bank Account & Credit Card
  • Set up Accounting for your Event Planning Business
  • Get the Necessary Permits & Licenses for your Event Planning Business
  • Get Event Planning Business Insurance
  • Define your Event Planning Business Brand
  • Create your Event Planning Business Website
  • Set up your Business Phone System

We have put together this simple guide to starting your event planning business. These steps will ensure that your new business is well planned out, registered properly and legally compliant.

Exploring your options? Check out other small business ideas .

STEP 1: Plan your business

A clear plan is essential for success as an entrepreneur. It will help you map out the specifics of your business and discover some unknowns. A few important topics to consider are:

What will you name your business?

  • What are the startup and ongoing costs?
  • Who is your target market?

How much can you charge customers?

Luckily we have done a lot of this research for you.

Choosing the right name is important and challenging. If you don’t already have a name in mind, visit our How to Name a Business guide or get help brainstorming a name with our Event Planning Business Name Generator

If you operate a sole proprietorship , you might want to operate under a business name other than your own name. Visit our DBA guide to learn more.

When registering a business name , we recommend researching your business name by checking:

  • Your state's business records
  • Federal and state trademark records
  • Social media platforms
  • Web domain availability .

It's very important to secure your domain name before someone else does.

Want some help naming your event planning business?

Business name generator, what are the costs involved in opening an event planning business.

An event planning business can have a fairly low overhead for start-up. If you are based from home, you will avoid rent and utilities costs. Other costs will include:

  • Business website and site hosting
  • High speed internet and phone service
  • Advertising and marketing
  • Business licenses and taxes

What are the ongoing expenses for an event planning business?

Re-stocking supplies, employee payroll and replacing damaged or broken equipment constitute much of the ongoing expenses. Other expenses can include:

  • Event publicity and invitations
  • Equipment rental
  • Signage and flyers

Who is the target market?

Your target market will consist of clients wanting either social or corporate event planning. Social event age groups range between 25-60+ whereas corporate events are focused more on employees and other business entities, regardless of age.

How does an event planning business make money?

Event planners make their money from the service fees, paid by the client, for the planning and operations of the event.

Because events are priced on a sliding scale of size and supplies/workers needed, pricing can range quite a bit. Many event planners charge a percentage, say 15-20%, relative to the overall cost of the event. Therefore, if an event is $100,000, the event planner would be collecting between $15,000-$20,000.

How much profit can an event planning business make?

Profit margins depend on the size and number of events you pick up per year. A social event planning business can make between $10 - $75 per hour, whereas a corporate level event planning business could charge between $15-$150 per hour. An average salary for an event planner employee is around $35,000 annually, with an owner averaging $75,000-80,000.

How can you make your business more profitable?

As the event planning business becomes well-established, you may consider adding additional services, such as catering, bartending, or even photography to your customer options. By supplying in-house hospitality services, you are able to offer clients a full-service experience and, in turn, create more business revenue.

Want a more guided approach? Access TRUiC's free Small Business Startup Guide - a step-by-step course for turning your business idea into reality. Get started today!

STEP 2: Form a legal entity

The most common business structure types are the sole proprietorship , partnership , limited liability company (LLC) , and corporation .

Establishing a legal business entity such as an LLC or corporation protects you from being held personally liable if your event planning business is sued.

Form Your LLC

Read our Guide to Form Your Own LLC

Have a Professional Service Form your LLC for You

Two such reliable services:

You can form an LLC yourself and pay only the minimal state LLC costs or hire one of the Best LLC Services for a small, additional fee.

Recommended: You will need to elect a registered agent for your LLC. LLC formation packages usually include a free year of registered agent services . You can choose to hire a registered agent or act as your own.

STEP 3: Register for taxes

You will need to register for a variety of state and federal taxes before you can open for business.

In order to register for taxes you will need to apply for an EIN. It's really easy and free!

You can acquire your EIN through the IRS website . If you would like to learn more about EINs, read our article, What is an EIN?

There are specific state taxes that might apply to your business. Learn more about state sales tax and franchise taxes in our state sales tax guides.

STEP 4: Open a business bank account & credit card

Using dedicated business banking and credit accounts is essential for personal asset protection.

When your personal and business accounts are mixed, your personal assets (your home, car, and other valuables) are at risk in the event your business is sued. In business law, this is referred to as piercing your corporate veil .

Open a business bank account

Besides being a requirement when applying for business loans, opening a business bank account:

  • Separates your personal assets from your company's assets, which is necessary for personal asset protection.
  • Makes accounting and tax filing easier.

Recommended: Read our Best Banks for Small Business review to find the best national bank or credit union.

Get a business credit card

Getting a business credit card helps you:

  • Separate personal and business expenses by putting your business' expenses all in one place.
  • Build your company's credit history , which can be useful to raise money later on.

Recommended: Apply for an easy approval business credit card from BILL and build your business credit quickly.

STEP 5: Set up business accounting

Recording your various expenses and sources of income is critical to understanding the financial performance of your business. Keeping accurate and detailed accounts also greatly simplifies your annual tax filing.

Make LLC accounting easy with our LLC Expenses Cheat Sheet.

STEP 6: Obtain necessary permits and licenses

Failure to acquire necessary permits and licenses can result in hefty fines, or even cause your business to be shut down.

State & Local Business Licensing Requirements

Certain state permits and licenses may be needed to operate an event planning business. Learn more about licensing requirements in your state by visiting SBA’s reference to state licenses and permits .

Most businesses are required to collect sales tax on the goods or services they provide. To learn more about how sales tax will affect your business, read our article, Sales Tax for Small Businesses .

Services Contract

Event planning businesses should require clients to sign a services agreement before starting a new project. This agreement should clarify client expectations and minimize risk of legal disputes by setting out payment terms and conditions, service level expectations, and intellectual property ownership. Here is an example of one such services agreement.

Recommended: Rocket Lawyer makes it easy to create a professional service agreement for your event planning business when you sign up for their premium membership. For $39.95 per month, members receive access to hundreds of legal agreements and on call attorneys to get complimentary legal advice.

STEP 7: Get business insurance

Just as with licenses and permits, your business needs insurance in order to operate safely and lawfully. Business Insurance protects your company’s financial wellbeing in the event of a covered loss.

There are several types of insurance policies created for different types of businesses with different risks. If you’re unsure of the types of risks that your business may face, begin with General Liability Insurance . This is the most common coverage that small businesses need, so it’s a great place to start for your business.

Another notable insurance policy that many businesses need is Workers’ Compensation Insurance . If your business will have employees, it’s a good chance that your state will require you to carry Workers' Compensation Coverage.

FInd out what types of insurance your Event Planning Business needs and how much it will cost you by reading our guide Business Insurance for Event Planning Business.

STEP 8: Define your brand

Your brand is what your company stands for, as well as how your business is perceived by the public. A strong brand will help your business stand out from competitors.

If you aren't feeling confident about designing your small business logo, then check out our Design Guides for Beginners , we'll give you helpful tips and advice for creating the best unique logo for your business.

Recommended : Get a logo using Truic's free logo Generator no email or sign up required, or use a Premium Logo Maker .

If you already have a logo, you can also add it to a QR code with our Free QR Code Generator . Choose from 13 QR code types to create a code for your business cards and publications, or to help spread awareness for your new website.

How to promote & market an event planning business

Marketing and promotion of your business will rely on highlighting your business strengths or areas of focus. You will also rely heavily on the success of past events and the positive words or recommendations of prior clients. Consistently use social media outlets to supply pictures and video of your events as well as connect and network with prospective clients and related professionals.

You will also need a website for your business. By linking to your site, you can give clients more information about your specialties. And, once they are on your website, they can contact you for additional questions and to book you for events.

How to keep customers coming back

Providing a professional level of service and an impeccable relationship for giving the customer what they want is key. People are buying a service from you, for a particularly important event. Your ability to satisfy their desires will determine how many return customers you’ll have.

STEP 9: Create your business website

After defining your brand and creating your logo the next step is to create a website for your business .

While creating a website is an essential step, some may fear that it’s out of their reach because they don’t have any website-building experience. While this may have been a reasonable fear back in 2015, web technology has seen huge advancements in the past few years that makes the lives of small business owners much simpler.

Here are the main reasons why you shouldn’t delay building your website:

  • All legitimate businesses have websites - full stop. The size or industry of your business does not matter when it comes to getting your business online.
  • Social media accounts like Facebook pages or LinkedIn business profiles are not a replacement for a business website that you own.
  • Website builder tools like the GoDaddy Website Builder have made creating a basic website extremely simple. You don’t need to hire a web developer or designer to create a website that you can be proud of.

Recommended : Get started today using our recommended website builder or check out our review of the Best Website Builders .

Other popular website builders are: WordPress , WIX , Weebly , Squarespace , and Shopify .

STEP 10: Set up your business phone system

Getting a phone set up for your business is one of the best ways to help keep your personal life and business life separate and private. That’s not the only benefit; it also helps you make your business more automated, gives your business legitimacy, and makes it easier for potential customers to find and contact you.

There are many services available to entrepreneurs who want to set up a business phone system. We’ve reviewed the top companies and rated them based on price, features, and ease of use. Check out our review of the Best Business Phone Systems 2023 to find the best phone service for your small business.

Recommended Business Phone Service: Phone.com

Phone.com is our top choice for small business phone numbers because of all the features it offers for small businesses and it's fair pricing.

TRUiC's Startup Podcast

Welcome to the Startup Savant podcast , where we interview real startup founders at every stage of the entrepreneurial journey, from launch to scale.

Is this Business Right For You?

Those with an eye for detail, applied creativity, and the ability to easily converse with the general public, will find a great match in event planning. You must also have patience, humility, and the ability to help materialize the customer’s vision for their event.

Want to know if you are cut out to be an entrepreneur?

Take our Entrepreneurship Quiz to find out!

Entrepreneurship Quiz

What happens during a typical day at an event planning business?

An event planning business makes its money from hosted events. This means interacting with current and potential customers is critical. Either one on one or through larger social media outlets, a successful event planner must constantly work to get their name and reputation known to the public. Additionally, the business will be:

  • Reading and responding to customer e-mails
  • Re-stocking event inventory
  • Communicating with vendors or business partners, regarding upcoming jobs
  • Marketing and PR work
  • Employee training and continued education

What are some skills and experiences that will help you build a successful event planning business?

To begin, it is not necessary to obtain a degree or professional certificate of training for event planning. It may help you, but many successful event planners learned many of the skills needed from on the job training. A background in customer service or the hospitality industry can provide great experience.

You should also be familiar with or be able to:

  • Communicate effectively, both in writing and verbally
  • Possess strong organizational skills
  • Be flexible and prepared to make adjustments to plans

What is the growth potential for an event planning business?

Event planning is steadily growing as an industry. With increased globalization in business, more and more companies are looking to host professional, well-organized events to grow their own businesses. And, as business grows internationally, event planning will continue to mirror this trend.

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For fun informative videos about starting a business visit the TRUiC YouTube Channel or subscribe to view later.

Take the Next Step

Find a business mentor.

One of the greatest resources an entrepreneur can have is quality mentorship. As you start planning your business, connect with a free business resource near you to get the help you need.

Having a support network in place to turn to during tough times is a major factor of success for new business owners.

Learn from other business owners

Want to learn more about starting a business from entrepreneurs themselves? Visit Startup Savant’s startup founder series to gain entrepreneurial insights, lessons, and advice from founders themselves.

Resources to Help Women in Business

There are many resources out there specifically for women entrepreneurs. We’ve gathered necessary and useful information to help you succeed both professionally and personally:

If you’re a woman looking for some guidance in entrepreneurship, check out this great new series Women in Business created by the women of our partner Startup Savant.

What are some insider tips for jump starting an event planning business?

Understand your client base and seek to create a niche for your business. A niche may be weddings and receptions only. Or events near the coast. If you carve out your own special place amongst the competition, the specialization should pay off in return customers and customer referrals.

  • Market towards the demographics you’re most likely to see in your area.
  • Join a professional event planner association. Networking with other professionals can garner excellent insider tips.
  • Make your business as well known as possible through social media. Free advertising, especially for start-ups, is an excellent resource.

How and when to build a team

From the onset of starting an event planning business, you’ll need to consider who should be part of your team. It will be necessary to carefully select individuals who understand the multiple roles they will play in creating successful events. As your client list and event size and frequency grows, you’ll want to bring in more staff. You may even consider having an overflow pool of workers, who are pulled in for larger events or as needed, but aren’t full-time employees.

Useful Links

Industry opportunities.

  • Event Planners Association
  • Event Service Professionals Association

Real World Examples

  • The Event Planner
  • Who’s Got the Time?
  • Elle A Events

Further Reading

  • Tips for starting this business from home
  • Considerations when starting this business
  • Tips for starting this business

Have a Question? Leave a Comment!

QC Event School

Business , Education , General Tips , Your Event Career

How to Start An Event Planning Business From Scratch

Starting a new business in event planning can be a very profitable venture . However, it takes a lot of hard work and dedication to get started. In this blog post, we’ll teach you how to start an event planning business from scratch in 6 easy steps!

We’ll also provide tips on how to market your new company, advice on what services to offer your clients, the type of training you should get, and more. So, if you’re ready to start planning some amazing events, keep reading!

Frequently Asked Questions:

How much does it cost to start an event planning business.

First thing’s first: you need to have an idea of the money required to build an event planning business. The cost of starting your business can vary, depending on a number of factors – such as the size of your company and the services you want to offer. However, in general, you’ll need to invest in some basic start-up costs, such as:

  • A computer and/or laptop
  • Telephone line and headset
  • Business cards
  • Business website

In a recent article published on  Shopify’s  blog, it was stated that in an entrepreneur’s first year of business, they’re likely to spend an average of approximately $40,000. Keep in mind that many of Shopify’s customers are business owners selling and shipping physical products from an online store. So, some of the data within this article may not necessarily apply to an event planning business owner. Still, the data within this blog post is definitely worth the read!

Additionally, you may also want to consider purchasing software that can help streamline your event planning process, such as wedding or event management software. How much you end up spending on start-up costs will largely depend on your specific needs and budget.

How to start an event planning business in-post image 1

What Does an Event-Planning Entrepreneur Do Day-to-Day?

The next question to consider is: what does an event-planning entrepreneur typically do on a daily basis? How many hours will you be working each week? Will you have enough work to pursue this endeavor full-time?

The answers to these questions depend on a lot of things. (Although we can  say that the answer to that last question is a resounding YES!)

In general, an event planner is responsible for the organization and execution of a wide variety of events. This may include everything from weddings and corporate functions, to birthday parties and charity galas. An event planner will typically work with clients to get a clear understanding of their vision and budget, then develop a plan of action that meets both requirements.

Moreover, they’ll also be responsible for overseeing all aspects of the event on the day-of, from coordinating vendors to ensuring that everything runs smoothly.

It’s important to note that the job duties of an event planner can vary, depending on their level of experience and specialty. For example, if you’re just starting out in this industry, you may only have limited experience working with specific types of events. In this case, you might want to focus your business on providing services such as event planning consultation, venue scouting, or contract negotiation. As you gain more experience, you can then expand your services to include things like catering coordination, decor design, and even budget management.

For even more information on this particular subject, check out our blog article all about a day in the life of a wedding planner !

How can i start an event planning business with no experience.

Starting an event planning business with no experience can be a daunting task, but it’s not impossible! In fact, many successful entrepreneurs got their start in the event planning industry by starting small and gradually building their business over time.

One way to gain experience in the field is to volunteer your time at local events. This will allow you to learn about different types of events, as well as the logistics involved in putting together a successful event. You can also network with other professionals in the industry, attend workshops and webinars, and/or read books and articles on event planning.

Another option is to take online courses that specialize in event planning . These courses will teach you everything from how to plan corporate events, to wedding etiquette, to event decoration. They can also help you get started by providing tips on marketing strategies and business management. Furthermore, completing an accredited online course will also arm you with a reputable certification to add to your resume!

We’ll delve deeper into the type of online event planning training you should get a little later on in this article…

Portrait of cheerful female entrepreneur working on laptop from home

How Much Should I Charge for Event Planning Services?

There are many factors that go into pricing your event planning services. Some of the questions we recommend asking yourself include (but aren’t limited to):

  • How long have you been in business?
  • What are your qualifications as an event planner?
  • How much in-field experience do you currently have?
  • How many clients do you have at the moment?
  • What type of events will you be working with (i.e. weddings, private parties, corporate functions, etc.)?
  • Are you planning to launch your business with a team, or solo?
  • If the former, how experienced are your staff members/team members when it comes to planning events?
  • Do you specialize in any sought-after niches, or intend to?
  • How much time does each client take up per month or year?
  • How profitable is this particular industry within your region/niche market space right now?

Once these questions have answered, then you can better determine how much money it would cost you to run your company over a set period of time, such as the first year, years 2-5, and beyond. This article by  The Balance Small Business  provides further information on the topic of pricing your services. So, we recommend giving it a read!

What Type(s) of Services Do I Want to Offer My Clients?

When starting an event planning business, it’s important to decide which services you want to offer your clients. For example, will you be specializing in weddings? Corporate events? Social events?

You don’t have to limit yourself to one area! In fact, many event planners offer a variety of services, such as wedding coordination, theme design, catering management, and more. Either way, it’s important to choose the services that you’re comfortable with and that you know you can deliver on successfully.

Here are just some of the services you can offer your customers:

  • Private event planning
  • Wedding planning
  • Destination wedding planning
  • Luxury wedding and/or event planning
  • Event decor
  • Floral design
  • Virtual event and/or wedding planning
  • Corporate event planning
  • Promotional event planning
  • Travel and tourism services
  • Festival and live event planning

Fun Fact: Did you know that QC Event School offers internationally-recognized training in ALL of the above events services? It’s true! Learn about our full list of self-paced, online courses here !

How to start an event planning business in-post image 3, wedding reception set-up and decor

Alright, now that we have some of the most popular FAQs answered, let’s jump into the 6 steps involved in building an event planning business from scratch!

Step One: Get Trained and Certified as an Event Planner!

First thing’s first, you’re going to need training in this industry. Although technically,  event planning isn’t a regulated industry, this does NOT mean you won’t be  much  better off with proper training under your belt. In fact, we’d even argue that getting professionally certified is the single BEST way to become an event planner and achieve success!

When it comes to obtaining a solid event planning education, there’s no better option than to enroll in an accredited, internationally-recognized school! QC Event School, for instance, offers a variety of courses in multiple different areas of professional planning.

The best part? All of our programs can be completed at your own pace and right from the comfort of home!

Plus, our courses aren’t only geared towards those already working within the industry, who are looking to upskill or add additional services to their company. They’ve also been carefully designed for entrepreneurs who want to start their own business, too. In fact, this is why all of our courses offer an entire unit specifically dedicated to business training.

This means that regardless  of your skill level or past experience, you’ll absolutely benefit from the knowledge and expertise offered in QC’s wedding and event planning courses! And once you’ve completed our course(s), you’ll receive an internationally-recognized certification that’ll demonstrate your skills and knowledge as an event planner!

How awesome is that? Talk about taking your resume to the next level!

Step Two: Figure Out What You Want Your Business to Look Like!

Alright, so now that you’ve got your education under your belt, it’s time to start thinking about what you want your business to look like. How will you structure it? How much money are you willing to invest in getting it started up and running smoothly (as well as how long)? Do you eventually want to hire on fellow team members/staff, etc.?

Now is also a great time for some self-reflection! Ask yourself:

  • What kind of events am I really interested in planning and coordinating (i.e., weddings, corporate events, social parties etc.)?
  • How flexible am I when it comes to working evenings and weekends during event season(s)?
  • Do I have enough money saved up to get this business started and support myself while I’m in the beginning stages?
  • How much money do I need/want to make?
  • How many hours am I willing to work per week, month, or year?
  • What are my short-term and long-term goals for the business (i.e., what do you want it to look like a few years down the road)?

Businessman Determine Ideas Writing Working Concept

Your Business Name and Brand

You’ll also want to start thinking up some ideas for your company name! This can be fun AND stressful all at once, so don’t sweat it too much if you’re struggling with how to come up with one. If all else fails, try using an online business name generator. There are lots of great ones out there that can really help jump start the process!

(And once you’ve chosen your business name, don’t forget to get it legally registered. That way, no one else can swoop in and take it from you!)

Lastly, you’ll also want to figure out what you want your brand to be . What do you want your business to look like? How do you want people to perceive it? What kind of vibe(s) are you going for (i.e., fun, elegant, modern etc.)?

Do some research and figure out what would work well with the audience(s) that you’ll be working with! The key is to find something that you feel comfortable with and will allow you to stand out from the crowd.

Step Three: Come Up With a Plan for Your Event Planning Business!

Now that you’ve got your education under your belt, have decided what kind of business you want to start up, AND figured out how it’ll be branded, it’s time for step three! This is where you put your business plan together.

A good business plan will help to outline all the important details about your company. It will include what services you’ll offer, how you’ll market yourselves, what your expenses and revenue will be, as well as who your target audience is. This document can also serve as a roadmap for your business; helping you figure out what your next steps should be as you go forward.

It’s also important to note that banks and other financial institutions often require a business plan from anyone looking to take out a loan for their business. So, think of it as the blueprints for your company!

If you’re having trouble putting together your own, there are lots of great resources online (like this one ) that can help you out.

How to start an event planning business in-post image 5, business plan concept

Step Four: Build Your Event Planning Business Website and Social Media Presence!

Once your business plan is complete, it’s time to start building your website and social media presence! This is where you’ll be able to showcase all of your amazing work, as well as give potential clients a little taste of what they can expect from you.

If you’ve never built a professional website before, or run social media channels for a business, we’ve got some great tips in our blog article, “ How to Get Clients as an Event Planner “, to help you get started!

Just remember that the key here is to make sure your website and social media accounts are up-to-date and reflect the brand that you’ve been working so hard on in step three.

Step Five: Establish How You’ll Get Clients and Market Your Event Planning Business!

From here, it’s time to think about how you’ll actually get customers. How will people know that you’re an event planner – and even more importantly, that they should hire YOU for their next big shindig? Furthermore, what kind of marketing materials will you need to create (e.g., a website, business cards, online ad marketing, social media profiles, etc.)? How often will you need to update these items?

One great way to kick off this step is by creating a list of potential referral partners or affiliates. Do some research and compile a list of wedding venues, catering companies, florists, photographers, and other event service providers in your area that might be interested in working together. You can also meet with these businesses in-person to discuss how you can help each other out!

Online marketing will also be your best friend when it comes to getting your business seen. After all, that’s the point of a website and social media presence!

Establishing a budget for your marketing efforts is always a smart idea. Start this by asking yourself how often you’ll be able to put money towards advertising. Then figure out the answers to these additional questions:

  • How much do you have available each month or quarter?
  • How can this amount help get people interested in what you’re offering?
  • What do you know about SEO (Search Engine Optimization)? Are you willing to learn about it and put in regular efforts to maintain high-ranking SEO for your company?
  • What sort of online marketing are you interested in utilizing? (E.g. paid ads on Google and/or social media, email campaigns, monthly newsletters, etc.)

You might even want to consider a marketing budget at the start of each new year so you have time to plan ahead!

Digital online marketing, Businessman using tablet and analysis sale data graph growth on modern interface icons on strategy, Solution analysis and development contents on global network connection.

Step Six: Start Networking and Getting Real-World Experience as an Event Planner!

Last but certainly not least, it’s time to start networking and getting hands-on experience. This can be done in a variety of ways, such as:

  • Attending industry events and meetups.
  • Participating in online forums or communities related to event planning.
  • Volunteering your time with local charities or non-profit organizations that host events.
  • Offering free consultations to friends or family who are having a party or event soon.
  • Collaborating with other industry experts in your area on a stylized photoshoot , etc.

The more you put yourself out there, the more people will know about your business – and the better your chances of landing some great clients! And don’t forget to network with other event/wedding planners in your area as well. Although they’re technically you’re “competition”, the fact is, there’s always room for more than one planner in the events industry.

If anything, you’ll quickly come to realize that your fellow planners will actually make for some of the greatest friends and allies as you navigate life as an event planning business owner!

In Conclusion…

We hope this article has been helpful in outlining the steps you need to take when starting an event planning business from scratch. Just remember to be patient, do your research, and have fun. After all, Rome wasn’t built in a day… and neither will your business be!

But so long as you follow these 6 steps, you’ll be seeing success in no time. Thanks for reading!

Ready to start an event planning company from the comfort of home? Enroll with QC Event School today , and learn everything you need to know to achieve this goal in as little as 3-6 months!

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Start an Event Planning Business In 7 Steps

By Homebase Team

how to start your own business in event planning

You’ve got the passion and the vision. Maybe you’ve even helped plan a friend’s wedding or a company party. But taking the leap into starting your own event planning business? That’s a whole new ballgame, and it’s normal to feel lost or overwhelmed.

It’s about practical steps, hard work, and a sprinkle of creativity.

From identifying your target market to tackling legal requirements, we’ll walk you through everything you need to know, without the runaround. We’ll even give you a heads-up about tools like Homebase that could be useful down the line.

Get your team in sync with our easy-to-use, all-in-one employee app.

1. Research and market analysis

The first step is to have a clear picture of the market landscape. Your goal? Uncover opportunities and threats, so you can position your business effectively. 

Here’s how you can approach it, step by step:

  • Identify your competitors: Who’s already out there? What services do they offer, and at what price points? 
  • Understand your target audience : Who are you catering to? What are their needs and budgets? If your area hosts many small businesses, maybe affordable launch events are a niche.
  • Analyze trends and demands : What’s trending in your area? Farm-to-table weddings or tech-savvy corporate gatherings? Tools like Google Trends are a goldmine.
  • What makes your region unique, and how can you leverage it?
  • What mistakes have others made that you can learn from?
  • What support networks (vendors, venues, etc.) are available locally?

These steps are the foundation of your business. Research wisely so your choices are data-driven, not just gut feelings.

2. Decide on your niche, services, and branding

Once you’ve got a grip on the market, it’s time to carve out your own space. Choosing a niche is more than picking a category; it’s about finding where your passion and the market’s need intersect. 

Here’s how to approach it:

  • Find your niche : Are you aiming for tech conferences, startup launch events, or perhaps industry-specific trade shows? Identify what excites you and what’s in demand in your area. For example, if you live in a tech hub, focusing on tech-related corporate events could be your sweet spot.’
  • Define your services : What will you offer within your niche? Will you offer end-to-end solutions or specialize in certain aspects like venue selection or guest management? Perhaps your forte is virtual event planning, catering to remote teams.
  • Logo and visuals : These should echo your style and the feel of the events you plan.
  • Mission statement : What sets you apart in the business event landscape? Is it your innovative approach or unbeatable vendor connections?
  • Value proposition : Clearly define what clients will gain by choosing your service. Is it the seamless integration of technology or the unique venues you offer?

Deciding on a niche is all about focusing your energy where you can truly shine. This is where your business starts to feel real, so take the time to get it right.

3. Build a business plan and establish pricing

how to start your own business in event planning

Let’s say you’re launching your event planning business, focusing on corporate events like conferences and product launches. You’ve recruited a small team, and one of your first projects is a week-long business expo in a city with stringent labor regulations.

Suddenly, you find your team working longer hours, right on the edge of breaching overtime rules. Failure to comply with local labor laws could mean fines, not to mention the potential harm to your budding reputation. It’s a real headache that you didn’t need at such a critical time.

With a platform like Homebase, you can easily access information on local labor laws, calculate correct overtime pay, and even consult live with a certified advisor to review your staffing plan. 

Plus, establishing pricing demands a clear understanding of costs, including potential legal costs. With access to Homebase’s digital library of guides, training, and templates tailored to your business, you’ll be well-equipped to build a solid, compliant foundation to build a sustainable and legally sound business.

4. Start networking and community-building

Your network isn’t just about gathering names and numbers. It’s about building a community that you can rely on, and that trusts you in return.

Here’s how you can build your network effectively:

  • Suppliers and vendors : Establish relationships with dependable suppliers. If you’re organizing a tech conference, having a reliable tech supplier ensures that you’ll have the latest gadgets and gear on time. No last-minute scrambles, no disappointed clients.
  • Venue partnerships : Negotiate partnerships with unique venues. Let’s say you find a modern, eco-friendly building that resonates with your client’s brand for a product launch. Forming a relationship with this venue could mean exclusive access to future events.
  • Event-related alliances : Collaborate with other event-focused businesses. If you’re planning a business gala, team up with a renowned local chef to offer exclusive catering options, turning a standard meal into a gourmet experience.
  • Community engagement: Don’t just network; engage with your community. Attend local business events, join professional groups, and actively participate. When you’re planning a charity fundraiser, having strong community ties can amplify your reach, making the event a true success.

5. Develop online presence and marketing strategy

Your online presence isn’t just a part of your marketing strategy; it’s often the first impression potential clients will have of your business event planning services. 

Here’s how you can ensure it’s a lasting one:

  • Website : Your website is your digital storefront. Make it sleek and professional, highlighting your previous successes. Include a portfolio of past business conferences or trade shows, so potential clients can see your expertise in action.
  • Social media : Utilize platforms like LinkedIn and X (formerly Twitter) to engage with other professionals. Share valuable insights about event planning, showcase behind-the-scenes preparations, and celebrate successes.
  • Content marketing : Start a blog or a YouTube channel sharing behind the scenes in planning your grand opening and other tips starting your business events . By offering free, valuable content, you position yourself as an expert, attracting clients who value your insights and approach.
  • SEO and advertising : Invest in Search Engine Optimization (SEO) and targeted advertising to reach potential clients actively looking for event planning services. If a business is searching for a planner for their next big product launch, you want to be at the top of their search results.
  • Client testimonials : Encourage satisfied clients to leave positive reviews on platforms like Google My Business. Imagine a potential client reading a rave review about the seamless execution of a recent business expo you organized. That’s a powerful motivator.

6. Determine how you’ll manage sales and customer relationship management (CRM)

Sales and CRM are the heart of your event planning business; they keep the clients coming and the relationships growing.

  • Understand your clients : Know what businesses are looking for in an event. Are they aiming for an innovative product launch or an elegant corporate dinner? Understanding their needs ensures you can pitch the perfect event.
  • Use CRM tools : Tracking interactions, setting reminders, and managing follow-ups become streamlined. With CRM tools, you’ll never miss a follow-up call after a successful sales meeting. 
  • Create customized proposals : Tailor your proposals to each client. If a business wants to host an eco-friendly conference, present a proposal showcasing your expertise in sustainable event planning. It’s personal touches like these that seal the deal.
  • Provide exceptional service : After the contract is signed, the real work begins. Regular updates, clear communication, and exceeding expectations turn a one-time client into a long-term partner. Think of a client so impressed with the launch event you planned that they automatically think of you for their next one.
  • Ask for feedback : Post-event, request feedback and address any concerns promptly. If something didn’t go as planned during a seminar, knowing what went wrong and fixing it turns a potentially negative experience into a showcase of your professionalism.
  • Maintain relationships : Don’t let the connection go cold after the event. Send thank-you notes, share relevant content, or simply check in from time to time. It’s these small gestures that keep you in their minds for future events.

7. Consider how you’ll run your small business into the future

how to start your own business in event planning

Initially, it might be just you and some contractors, but as you secure more contracts for business conferences, product launches, or corporate retreats, you’ll likely need to expand your team. 

When this growth happens, you can use a tool like Homebase to handle time-sensitive events and simultaneously juggle timesheets , payroll, hiring and onboarding , and compliance. With Homebase, you can directly link team members’ timesheets with their time tracking data, so you can round accurately and legally. 

It also lets you set up communication alerts to avoid staff accidentally rolling into expensive overtime and send team members reminders to take their breaks and clock out of work on time.

Plus, Homebase’s scheduling and manager log can be integrated with your point-of-sale system, so you can easily track when your peak periods are and assign staff accordingly. Add notes and give a human perspective on the data collected, all aimed at streamlining operations and boosting staff engagement further.

Get your event planning business on track with Homebase

From market analysis to networking, each step has its own challenges. How do you find the right vendors? What strategies will make your online marketing effective? How do you handle customer relationships as the business scales? 

And what about the backend, operations, and team management? With an all-in-one HR and team management solution like Homebase, you can set and review internal policies, onboard new team members, and run payroll all in one place, even accessible on the cloud. 

By combining time tracking with scheduling, payroll, and communication tools, you’re not just managing your team, you’re efficiently handling everything from assigning shifts to making payments. Advanced clock-in verification tools help you monitor when staff members are working, be it on-site or off-site.

And with our free plan , you can access many of these high-impact features for up to 20 employees at a single location without any cost.

FAQs about starting an event planning business

Is event planning profitable.

Yes, event planning can be profitable. The key is identifying your niche, whether it’s weddings, corporate events, or social gatherings, and tailoring your services to meet those specific needs. Profitability may vary based on location, experience, and scale, but with proper planning and execution, an event planning business can be both a rewarding and financially successful endeavor.

How do you start as an event planner?

You can start as an event planner by: 

  • Identifying your niche and target market
  • Building a business plan outlining your services, pricing strategy, and marketing approach
  • Acquiring necessary certifications or training to enhance your credibility
  • Networking with vendors, venues, and other industry professionals
  • Creating an online presence with a professional website and active social media accounts
  • Offering initial services to friends or family to build your portfolio 
  • Gradually, expanding your reach through word-of-mouth and online advertising
  • Being detail-oriented, creative, and customer-focused 

Remember:  This is not legal advice. If you have questions about your particular situation, please consult a lawyer, CPA, or other appropriate professional advisor or agency.

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How to start an event planning business in 8 steps

In 2020, the COVID-19 crisis changed everything for event planners. Whether the industry thinks of 2020 as a deviation or devastation strongly depends on how planning professionals adapt to uncertainty. One thing's for sure, virtual and hybrid meetings are here to stay, with the virtual market at $94 billion in 2020 and an expected compound annual growth rate of 23.7% between now and 2028 .

With all the change in the air, enterprising event entrepreneurs build social connections no matter the distance. So read on to avoid being amongst the 50% of all small businesses that fail in the first 5 years—and, more importantly, to give your new event planning venture the right start.

1) Evaluate your event planning skillset

It's common for event planning newbies to believe the business is all about showmanship, champagne, and shindigs. While that's the final product of your meticulous preparation, things behind the scenes are much less spectacular. There are a hundred to-dos that the planning professional must check off for every event to guarantee an enjoyable time for the client and guests.

Amongst other tasks, you may have to:

  • Create an event theme or design.
  • Find a venue.
  • Arrange entertainment.
  • Book vendors.
  • Send RSVPs and marketing info to attendees.
  • Balance the budget.
  • Coordinate with staff and subcontractors.
  • Decorate the space.
  • Oversee the caterers and bar staff.
  • Supervise the event.

If you want to start an event planning company, it might be smart to test out a job or three before making the dive. To begin, think about signing up as a personal assistant or apprentice for an experienced party planner. That way, you can evaluate whether the work is a suitable match before venturing out on your own.

Or you can look below for traits you already possess or ones you're willing to pick up as you go.

  • Attention to detail. Planning events requires diligence with finances, logistics, and time management.
  • Customer service. Event planners must contact their clients often. Thus, excellent customer service may help build the planner's reputation and improve client satisfaction.
  • Education or experience. Knowledge of best practices and prior event planning experience help. A party planner may have also attended college or earned a certification.
  • Interpersonal relationship skills. During a single event, an event planner will need to engage various people, many of whom will not be the planner's staff. Therefore, it's critical to form solid interpersonal connections and work effectively with a wide range of personalities. An event planner is the ultimate "people person."
  • Negotiation. Event planners negotiate with suppliers, entertainers, and contractors to reduce expenses while ensuring the client receives what they want.
  • Organization. Every event has many moving components that planning professionals must manage, and good organization is essential throughout the process to guarantee that nothing is missed or neglected.
  • Under-pressure performance. Even with the finest preparation, unforeseen problems will arise during an event. Event planners must create solutions to issues fast and always think on their festive feet.

Create your event planning business plan

"Whatever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do."

Those words are from the man who has created more magical experiences than anyone else. Walt Disney's quote sounds like inviting people to your party, and his wisdom is perfect for those who make a living by bringing folks together. But before you can show the world how well you do what you do, consider the following questions when starting your business :

  • Executive Summary: How would you describe the business and your potential success?
  • Overview: What's the business's background, legal structure, and other key attributes?
  • Industry Analysis: What does market research reveal about the event planning industry in your area, including size, opportunity, and current trends?
  • Competitive Analysis: Who are your competitors, and what are their strengths and weaknesses?
  • Marketing: What is your marketing strategy to reach potential customers?
  • Management: What unique skills do you bring to the business?
  • Operations Plan: How will you manage the day-to-day tasks of the business?
  • Financials: What are your estimated revenues, expenses, and profits for each of your first 5 years?

2) Find your event planning niche

Finding a niche is as simple as picking a subset of the broader event planning industry to concentrate on or specialize in. A niche allows you to shine in an overcrowded marketplace and helps your target market track you down. Saying yes to the wrong client is saying no to Mr. or Mrs. Right. So, find the niche that matches your expertise and focus.

Take a look below for common niches and types of events.

Corporate Events

  • Award ceremonies
  • Charity and non-profit events (such as fundraising events)
  • Conferences
  • Corporate bonding retreats
  • Corporate meetings and seminars
  • Fashion shows
  • Golf events
  • Grand Openings
  • Experiential events (such as pop-ups and product or service launches)
  • Holiday parties
  • Networking events
  • Trade shows

Private/Social Events

  • Anniversaries
  • Baby showers
  • Bachelor/bachelorette parties
  • Bridal/wedding showers
  • Milestone birthday parties
  • Murder-mystery parties
  • Theme parties
  • Surprise parties
  • Wedding planning

3) Uncover your event planning unique selling proposition (USP)

Your unique selling proposition expresses what distinguishes you from every other event planner. According to top business thought leaders, in a world where clients are drowning in options and competition is fierce, 90% of a small pie is preferable to 10% of a large pie. So, for example, an enterprising event planner might create the USP, "Grand Opening Specialist for Luxury Retailers."

4) Pick your event planning business name

Are you ready for some fun? Business ideas move to the realm of reality as soon as a company has a name. Pick a name that blends your niche, USP, and expertise as an event planner. Perhaps it's as simple as Grand Openings Event Planning Company or as whimsical as Lux Influx Events. Try a business name generator , research competitors, or brainstorm with friends and family.

5) Figure out your financial plan

According to event planning tech company EventForte, profit margins in the industry can go as high as a healthy 40% . But don't rush off to the bank quite yet. To earn top dollar, you have to get those financial duckies in a row. So, if numbers are not your cup of event planning tea, you can always rely on a bookkeeper, software, or your favorite accountant. Then, when you're ready, you need to crunch your upfront costs and set up your pricing.

Calculate your startup costs

If you're starting as a side hustle, you'll need little more than a home office, computer, phone, website, some marketing materials, and event management software. It's common for people to get started for less than four or five thousand bucks. Furthermore, Entrepreneur.com estimates between $8,000 and $31,000, with the lower end for home-based business and the more expensive side for the type of business that launches with an office space and a few employees.

Structure your pricing strategy

How should you charge for your planning services? Your location, expertise, niche, and competition will help you set your fees. Below you'll find the five most prevalent ways of pricing event planning.

  • Hourly rate. A typical hourly fee for a novice event planner may be as low as $25 per hour and over $100 per hour for top event planners. Usually, a corporate event generates approximately 30% higher rates than social events.
  • Flat fee. A flat fee makes it straightforward for you and the client and is probably the most common arrangement. It is customary to charge a price for your services and a percentage of total vendor fees. A typical vendor commission runs from 10 to 15%. For instance, if a caterer's fee is $4,000 for an event, your cut for finding and arranging that specific vendor would be $400-$600.
  • Percentage of the event. Some event planners choose to charge a portion of the entire event budget, such as 15 to 20%.
  • Day-of coordination. At some point, a client will ask you for day-of coordination. This fee structure is most common for wedding planners, but it may also occur at other types of events.
  • Vendor commission. A small percentage of planners opt to either drastically reduce their fees or charge nothing for their services, earning all their money via commissions from the vendors they choose.

6) Get your paperwork in order

It's just a few hurdles to jump, and you're racing toward the finish line.

a) Register your business name with the state

Before you find your first clients, you need to register your business entity with state and local authorities. Also, you'll need to pick a type of business structure such as sole proprietorship, limited liability company (LLC), or corporation.

b) Apply for your EIN

Your employer identification number (EIN) identifies your business for taxes. Surprisingly, getting one is both free and easy. Get your EIN here .

c) Open a business bank account

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

d) Obtain permits and licenses

This step separates the planners from the pretenders, but it's well worth the hustle to protect your reputation and potential clients. Your state will likely require several permits and licenses for your business and events. Standard ones include:

  • Building permit (tents). You need one for carnivals, political demonstrations, pop-up performing arts, races, and many other outdoor events that require tents.
  • Business license. Almost all businesses require licensing with the state to operate.
  • Event permit. The requirements vary by city, so contact the local government for relevant ordinances.
  • Fire/fireworks permit. You must check with your county if it's legal to display fireworks for your event.
  • Health permit. You can get this from your county's health department.
  • Liquor license , if applicable. You'll have to get this if you're planning to serve alcoholic beverages, and you can check the Alcoholic Beverage Control board for your state's specifics.
  • Noise permit. If your event's outside, you'll likely need one.
  • Seller's permit. You may need this as an event planner.
  • Temporary use/structure permit. There are two kinds of temporary use permits. One is for vacant land, and the other is for temporary space for parking, vendors, and loading areas.

e) Insure your event planning business

Some first-time event planners forget about insurance until it's too late. When you're dealing with the public, there's always the potential for the unexpected. Every event planner needs solid small business insurance —that's why it's essential to shop around to lock in the best deal. Check out this overview of important coverages you may need to insure your event planning business :

  • Workers' compensation : This coverage protects your employees if they get sick or injured while working in your event planning business. Every state requires workers' comp, and the consequences of skipping this coverage could cause the state to close your business. (You can get a quick estimate on what you'd pay for workers' comp with our 60-second workers' compensation calculator. )
  • General liability insurance : This policy protects your event planning business if you're sued for a property damage or injury claim. (Expensive lawsuits can quickly put an event planning service out of business.)
  • Property insurance : This policy protects your event planning equipment, such as your laptop or other devices you use in your business or home office from perils like fire or theft.
  • Business interruption : This coverage, also called business income insurance, provides financial support to your event planning business if you must close because of a covered reason.
  • Business Owner's Policy: This policy bundles general liability, business property, and business interruption insurance for your event planning business in one convenient package.

7) Hire your first employees

Many event planners launch as solopreneurs, but they soon look for a personal assistant. Or perhaps you want to hire a junior planner, salesperson, or office manager. Of course, you'll need workers' compensation insurance to operate legally whenever you add that first team member. After finishing your paperwork and legal requirements, head over to the Small Business Administration for a helpful checklist.

8) Spread the word about your new event planning business

Event planners are marketers at heart. After all, who's better at promotion than party planners? Now, you can parlay some of that creativity to advertise your new business. When building your marketing strategy to attract new clients, you could:

  • Build a website . Get the domain name for your business. A service with templates like Weebly or Squarespace can make this easy.
  • List your local business on Google and Yelp. Sign up for your Google My Business and Yelp profile.
  • Launch your social media profiles. Get your unique Facebook, Twitter, LinkedIn, Instagram, Pinterest, and other handles relevant to your niche.
  • Distribute brochures, flyers, and business cards. Call it old-fashioned, but it still works, and you might get your foot in the door with new clients.
  • Create word-of-mouth. Small Business owners know there's nothing better than word-of-mouth advertising, and the best way to get it is to please clients with a service they can rave about. Ask happy clients and customers for video testimonials that you can post on your website and social media accounts.
  • Partner with related businesses. Businesses such as caterers, florists, and photographers can be excellent referral sources.

Bonus: Check out these tips for running a successful event planning business

You're just about ready to start your own event planning business, so it's time to break out the bubbly. But before you pop the top, perhaps you're still thirsty for more best practices. Here are a few places with knowledge you can sip on:

  • Event Manager Blog : A great online library of articles, webinars, and videos covering every facet of the event planning industry.
  • Meeting Professional International (MPI): "Meeting Professionals International is the largest meeting and event industry association worldwide. The organization provides innovative and relevant education, networking opportunities, and business exchanges, and acts as a prominent voice for the promotion and growth of the industry."
  • #EventIcons Podcast : The hosts interview event-industry luminaries and up-and-comers, and the topics span from the everyday to the unexpected. The show has a friendly atmosphere and is a wealth of information for both beginners and seasoned experts. If you want to watch, #EventIcons is also accessible in recorded video format.

This article's been a lot to absorb. Maybe you're pondering just how to stay sane as an event planning entrepreneur .

If you're still crazy enough to start a party planning business, you can get insurance with Huckleberry in about the same time it takes to make your favorite caterer's samples disappear. (Getting a quote is free, easy, and 100% online.)

Buy business insurance online in less than 5 minutes.

No paperwork. Instant coverage. No-commitment quote.

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The Ultimate Guide on How to Start Your Event Planning Business

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Adam Rosenthal

There's no time like the present to start your event planning business. but before you get your first customer, you need to do some prep work..

Maybe it started in high school, when you planned out the snacks, the agenda, and everyone's roles for study sessions. Maybe it started in college, when you organized open mic nights at a local bar. All you know is you've got the itch: You want to start an event planning business.

But how do you go from just thinking about it to actually running a business?

There are six major steps that you need to take to start your business. We'll take you through each one so that by the time you're done reading this, you'll be better prepared to open up shop.

6 steps to starting your business

1. establish your expertise.

If you want people to trust you with their events, you need to demonstrate you know what you're doing.

Outside of an undergraduate degree in hospitality, you can enroll in various certification programs that will help bulk up your expertise and let your clients know they're in knowledgeable hands.

There are so many types of certifications, however, that it can be difficult to know the best to get. Below, we'll take a look at three general (i.e. not specialized) certifications you can obtain.

There are, of course, plenty of other certifications you can obtain and courses you can take that are much more event-type specific. You can also see if your local college or university offers any courses or certificates that might help you get started.

Certified Meeting Professional (CMP) Certification

The CMP is established by the Convention Industry Council, and the exam covers planning, site management, event design, marketing, and international standards.

The Council's website offers suggested reading and preparatory materials and the exam is offered every few months. For 2020, the announced test dates are in January, May, and August.

A CMP holder earns about $10,000 more annually than their uncertified counterparts, according to the Events Council.

If there's even the slightest chance you're considering working as a healthcare event professional, they also offer a CMP for that function specifically.

Certified Special Events Professional (CSEP) Certification

This exam, administered four times a year, can be taken remotely. Similar to the CMP, it was established by a group of professionals (this time, the International Live Events Association).

With your certification you also get industry newsletters and a structured network that can help you build out your resources, get advice, and find mentors to help your business grow. However, there is an expertise requirement (three years in the event planning industry) before you can take it.

Certificate in Meeting Management (CMM)

Rather than simply taking an exam to test your knowledge, the CMM is an entire training program. It takes approximately 15 weeks and is more academic than practical in its approach.

The downside is that you'll have to travel to Indiana, so if you're not from the area it might take a little more budget than you have readily available to get this certification.

However, people with a CMM make about $30,000 per year more than those without it (and $20,000 per year more than those with the CMP certification).

2. Build an effective business plan

A business plan essentially establishes what your business goals and strategies will be moving forward.

Having a business plan doesn't just help you organize and road map the success of your business. It can also be a powerful tool to present to the outside world, such as potential investors who are curious about your strategy.

Your plan should include the following:

An executive summary—why is your company different from all other companies?

The company overview—this is what the company will look like.

An industry analysis—our niche of the event industry looks like.

Customer analysis—our customers will look like this.

A breakdown of your key competitors—this is what we're up against.

Your plans for marketing, operations, management, and finances—this is how we'll make our money.

An appendix of all your supporting documents—leases, contracts, trademarks, resumes, marketing materials, etc.

Score offers a handy template that can help you get started.

Within your company overview, you need to firmly establish what type of events you're planning to focus on. You don't need to stick with that event type forever, but it's important to start with a single effort. You can dedicate the full extent of your resources and expertise towards that goal, and then slowly build out from there.

Focusing on a single type of event will also give you a much clearer idea of who your customers will be. This can help in several sections of your business plan.

3. Secure startup capital

It only takes about $2,000 to $5,000 to get your business off the ground. Beyond that, there will be recurring costs that you need to factor in to your budget, since you won't be profitable right away.

There are a few ways you can secure that money:

Self-finance

Banks (i.e. lines of credit, small-business loans, or 401(k) business financing)

Friends and family

But what if you don't have any startup money?

If you can't self finance, don't worry—your business plan is here to help.

Whether you're incorporating it into a presentation to a bank, or using a crowdfunding platform such as AngelList , CrowdFunder, or Fundable , your business plan will demonstrate exactly where your investors' money is going, and how you plan to get it back to them.

4. Invest in the software you need to effectively run your business

There's an overwhelming number of software types you can use for your business. Some of them you'll find helpful right away, and some of them you'll find helpful further down the line.

Here's a list of core software types and why you might want to invest in them:

To help manage projects, tasks, and workflow: event management or project management software.

To help interact with your present and future customers: customer relationship management , lead management , email marketing , social media marketing , marketing automation software.

To help keep your information secure: email security , cloud security , network security , and/or SIEM software.

To keep your office running smoothly: budgeting , billing & invoicing , and collaboration software.

To improve attendee experience at your events: conference (be sure to get one with registration capabilities), venue management , and mobile event apps .

You may be able to find some free options (like in this article on free and open source event management software). Just make sure you check the user reviews of your potential purchase to make sure it won't be more trouble than it's worth. Capterra's software directory has user reviews for all of the products listed above.

5. Figure out what you need to legally operate your event planning business

Putting in the effort now to make sure that your event planning business is above board and protected means a lot less paperwork (and a lot less in terms of potential legal fees) later down the line.

The first big step is registering your business with state and federal governments. The IRS offers handy advice for exactly how to do that .

You'll also need to figure out which licenses and permits you need. Many of these will depend on the type of event planning you intend to do, but Brand Name USA has a good guide to get you started.

Finally, you have to make sure that you're covered in case of any accidents—to you, your business, or your employees. You'll need to secure a worker's comp policy, as well as a variety of different types of insurance.

6. Establish a marketing campaign and build out your network

For your business to truly succeed, you need clients and partners.

Marketing your business to clients

You know exactly who your target clients are, thanks to the research that went into your business plan. It's time to reach out to those potential clients. Use any channel you have at your disposal—email marketing campaigns, cold calls to businesses, or social media, for example.

Make sure that you focus on channels that are highly impactful for your target audience. You can do this by testing out to a wide group of channels and seeing which gets the most engagement from your network. You can also employ social media segmentation which can help streamline this process a bit.

For example, if you want to plan pop-up food experiences, Instagram, Twitter, and Facebook are great channels. If you want to plan software showcases, LinkedIn and email marketing might be a better play.

Make the most impactful marketing strategy possible, and you'll grab those leads in no time.

Marketing your business to potential partners

You need to build out your network of vendors, venues, and other industry experts whose services you might require.

You've already established what type of event you want to focus your business on. Think of every facet of a possible event. Go through our guide on how to plan an event . Look at the list of vendors there, and find local vendors that cater to each of those categories. Whether it's catering or security or A/V equipment, you'll need to know who you can turn to for events.

Reach out to them and establish a connection so that when you have an event and need their services, you have an extant relationship you can work from.

Important reading before you start your event planning business

This guide should give you a strong understanding of what you need to do to start your event planning business.

As you go off to establish your expertise, make sure to read a few more articles to give you a fuller understanding of what you'll be facing on the road ahead.

How to Find a Venue for an Event: 6 Crucial Boxes to Check

Post-Event Engagement: How to Keep the Event Experience Alive

7 Event Budget Templates to Plan Your Finances

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About the author.

Adam Rosenthal profile picture

Adam Rosenthal is a Senior Specialist Analyst covering Vendor Marketing. He received his Masters from the University of Chicago and worked on several TV shows you might have heard of.

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How to start an event planning business

February 17, 2022

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Step 1: Understand the job requirements

Step 2: find your niche, step 3: write a business plan, step 4: market your business, step 5: get insurance, get the party started, subscribe to greenlight by thimble..

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Whether you’re coordinating and facilitating a wedding, a conference, a trade show, or a corporate fundraiser, event planning is a high-pressure, high-stakes job.

It takes a whole lot of creativity, energy, organization, and people skills to thrive in the event planning industry—but if you have those qualities, being an event planner can be a career to celebrate. Knowing how to start an event planning business is your first order of business.

You may have already coordinated events on a smaller or ad-hoc scale. That experience will help you as you move forward in this industry. But launching an official party planning business requires jumping through legal and logistical hoops.

Think you have what it takes to become a professional party planner? (We think you do.) Here’s how to start an event planning business in 5 steps.

If you’re brand-new to the official event-planning industry, it’s easy to think that the job is all glitz, champagne, and celebrations. While that’s the result of your careful planning, things are a lot less glamorous behind the curtain. For any event, there are about a thousand boxes you (the professional planner) have to check off to ensure that everything runs smoothly for the client and attendees.

Those tasks may include, but aren’t limited to:

  • Creating an event design or theme
  • Arranging entertainment
  • Finding the venue
  • Booking vendors
  • Sending RSVPs and marketing information to attendees
  • Balancing a budget
  • Coordinating with staff and subcontractors
  • Decorating the space
  • Handling the catering and bar staff
  • Supervising the event

There are about a thousand more boxes to check off within each one of these tasks. The Type A personality type is well-suited to this line of work. You need to be:

  • Detail-oriented
  • Extremely organized
  • An ace problem solver
  • Have excellent communication skills.

Beyond that, you need to be a savvy negotiator, understand how to manage a budget, and know how to market your services. Especially if you’re a wedding planner, you must have high emotional intelligence to put nervous brides, grooms, wedding parties, and other starring attendees at ease in the midst of high-pressure situations.

If you’re not yet sure that your heart is fully in starting an event planning business on your own, it’s a good idea to give the job a test run. First, consider working as a personal or production assistant for an event planning company or experienced party planner. That way, you can see if the job is a good fit before you strike out on your own and find your corner of the business.

Once you’re clear on what the job entails, nail down your niche. Although you may be tempted to advertise yourself to prospective clients as a jack-or jill-of-all-trades, that’s actually not the best marketing strategy. A general title makes it much harder to distinguish yourself in a crowded market. Offering one type of service that you do really well demonstrates your expertise.

There are four primary types of events: social, corporate, nonprofit, and association—each with its own specializations. For example, managing a fundraising gala and coordinating a wedding are both social events, but they’re uniquely different jobs with distinctive requirements, challenges, and demands.

Once you’ve decided on your event specialization, consider your services. If you’re a wedding planner, for instance, will you offer full-service planning leading up to the wedding, or will you also offer day-of coordinating? Will you offer pre-wedding services such as showers, bachelor/bachelorette parties, and honeymoon planning, as well?

Perhaps you’ll eventually be able to offer a full range of event planning services. But when you’re just starting, narrow it down so you can perfect your flagship service. (Hint: that’s all part of your business plan.)

Writing a business plan is the next step to start a party planning business. Your business plan is a detailed guide outlining your business structure, what it offers, how it operates, its long- and short-term goals, and some crucial financial information.

Your business plan will not only help your business grow and reach important milestones, it can also attract funding. 1

Every business plan is different. Some are highly detailed for presenting to investors, and others act more as “road maps” that help the business owner organize a plan of action. At the very least, your preliminary business plan should address the following:

  • What services your business offers
  • How your business sets itself apart from competitors
  • Your target market
  • Your mission statement
  • How you plan to evolve your business over the next few years
  • Your business structure
  • Your business budget
  • How much money you have on hand, and how much you need to launch
  • Your funding sources

Luckily, there are tons of business plan tools and templates available. Start by checking out the SBA’s guide to writing a business plan, which includes sample business plans. 2

You also need to make your business official. Start by coming up with a business name and choosing a business entity. Next,register your business with your Secretary of State, Business Bureau, or Business Agency, and gather any funding you need to get your business off the ground.

After you register your business, you have to invite customers to your party.

As an event planner, you’re probably naturally gifted at networking, so now’s the time to use those skills. Word of mouth is one of the most effective marketing skills in this industry. Scour your network for potential leads and send out a mass email to your contacts announcing your business. Ask happy customers to spread the word to their friends, family, colleagues, and social media followers.

With the vast majority of consumers conducting their browsing, socializing, shopping, and pretty much everything else online, having a website for your small business is non-negotiable.

Fortunately, there are website platforms that allow you to bundle a domain name and hosting services and create a website in just minutes. For this step, remember to take the following actions:

  • Build your blog to improve search results
  • Utilize SEO best practices throughout the site
  • Design a site that’s visually appealing, clearly states what you do, and is tailored to your target audience
  • Make the site easy and intuitive to navigate
  • Be sure to include your contact information, links to your social media accounts, and a portfolio of your work

If you haven’t already done so, now’s the time to create social media accounts dedicated to your business. Instagram and Twitter are mainstays. But as your line of work is aesthetically driven, a Pinterest account can also be a great way to showcase your work and inspiration.

Big groups of people gathering together is inherently risky. A liability claim filed against your business could ground your event planning business before it even launches.

General liability insurance can cover you for liabilities like non-employee third-party bodily injury, third-party property damage, personal and advertising injury. It provides the investigation of a claim and even the defense of such claim if a client takes your business to court.

Thimble’s Event Insurance is the easiest and most flexible way to protect your business. You can choose a policy that covers you by the hour, day, month, or year, so you’ll only pay when you’re actually working an event.

Along with general liability coverage, Event Insurance offers the option to add liquor liability coverage , which provides coverage for legal fees and damages incurred because damage or injury caused by a third party as a result of alcohol consumption at your BYOB or open-bar event.

To get your quote, just download the Thimble mobile app or click “Get a Quote,” enter a few details about your business. When you purchase, you’ll receive your policy and as many certificate of liability insurance as you need via the Thimble app and email.

Now, you can run your business with the peace of mind you absolutely need to track down that missing vegetarian meal for the groom’s sister at Table One.

Before you bust out the bubbly, let’s quickly recap the five crucial steps to becoming a professional party planner:

  • Understand the job’s extensive requirements. Ideally, work as an assistant to a party planner, or organize small-scale parties to gain hands-on experience.
  • Pinpoint what types of events you’ll plan, and any other additional services you’ll offer clients.
  • Write a business plan and follow through with foundational requirements, like registering your business and gathering funding.
  • Network, create a website and social media accounts, and do whatever it takes to land your first client.
  • Protect your business by purchasing general liability insurance.

As you go about launching your company, remember that success takes time. Stick to your business plan, work on building a clientele, create connections in the industry, and take calculated risks. Do that, and your parties will soon be the talk of the town.

  • U.S. Small Business Administration. 5 Reasons You Need a Business Plan.
  • SBA. Write Your Business Plan.

Written on February 17, 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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How to Start a Profitable Event Planning Business [11 Steps]

Nick

By Nick Cotter Updated Feb 02, 2024

image of a event planning business

Business Steps:

1. perform market analysis., 2. draft a event planning business plan., 3. develop a event planning brand., 4. formalize your business registration., 5. acquire necessary licenses and permits for event planning., 6. open a business bank account and secure funding as needed., 7. set pricing for event planning services., 8. acquire event planning equipment and supplies., 9. obtain business insurance for event planning, if required., 10. begin marketing your event planning services., 11. expand your event planning business..

Before diving into the event planning industry, it is crucial to understand the market dynamics and identify potential opportunities and challenges. A thorough market analysis will lay the foundation for a successful business by highlighting the needs and preferences of your target clientele as well as the competitive landscape. Here's how you can go about it:

  • Research your target market: Understand who your potential clients are, what types of events they are looking for, and their willingness to pay for services.
  • Analyze competitors: Identify existing event planning businesses in your area, study their offerings, pricing, and market share to find gaps you can fill.
  • Identify trends: Stay up-to-date with the latest trends in the event planning industry, such as sustainable practices, technology use, and popular event themes.
  • Assess suppliers and vendors: Compile a list of potential suppliers and vendors you might work with, including venues, caterers, and decorators, and evaluate their quality and reliability.
  • Regulatory considerations: Understand the legal requirements and regulations that may impact your business, including permits, insurance, and health and safety standards.
  • Financial analysis: Project your potential earnings, start-up costs, and operating expenses to determine financial viability and create a budget.

image of a event planning business

Are event planning businesses profitable?

Yes, event planning businesses can be very profitable depending on the size, scope and type of events planned. Some event planners specialize in weddings, corporate events, or other special occasions. Depending on the market and the demand for services, an event planning business can be quite profitable.

Embarking on the journey of starting an event planning business requires a well-thought-out plan to guide your path to success. Crafting a comprehensive business plan is an essential step, as it will serve as a roadmap for your business's development and help you navigate through the complexities of the event industry. Here are key elements to include in your event planning business plan:

  • Executive Summary: Summarize your business concept, vision, and unique selling points.
  • Company Description: Outline your business structure, location, and the types of events you will specialize in.
  • Market Analysis: Research your target market, analyze competitors, and identify market trends and gaps.
  • Marketing Plan: Define your marketing strategies, including branding, pricing, promotions, and channels for customer acquisition.
  • Operational Plan: Describe your event planning process, from client consultation to execution, including vendor management and logistics.
  • Management Team: Present the expertise and roles of your management team and any staff members.
  • Financial Plan: Project your startup costs, forecasted income, expenses, and profitability over time.
  • Risk Management: Identify potential risks and outline strategies for mitigation.

How does a event planning business make money?

Event planning businesses make money by charging for their services, which can include the coordination of catering, renting of venues, and publicizing the event. Event planning businesses can cover a wide range of events, including corporate seminars, wedding receptions, and more. For example, a target audience for an event planning business could be small business owners looking to start up a spice business. The event planning business could offer to organize a seminar that educates potential spice entrepreneurs on how to launch their own successful businesses.

Building a brand for your event planning business is essential to stand out in a competitive market. Your brand should reflect your unique value proposition and resonate with your target audience. Consider these steps to create an impactful brand:

  • Identify your niche within event planning, such as weddings, corporate functions, or social events, to tailor your brand's voice and design.
  • Develop a memorable brand name and logo that captures the essence of your services and is easily recognizable.
  • Choose a color scheme and visual elements that align with your brand's personality, whether it's elegant, fun, professional, or avant-garde.
  • Create a consistent voice and message across all marketing materials and platforms to build trust and recognition.
  • Build a professional website and maintain active social media profiles to showcase your portfolio and engage with potential clients.
  • Network with industry professionals and leverage their testimonials to enhance your brand's credibility.
  • Offer exceptional customer service to create positive experiences that clients will associate with your brand and share with others.

How to come up with a name for your event planning business?

Brainstorming is the first step in coming up with a name for your event planning business. Consider what words or phrases resonate with the type of events you'll be planning and be creative. Think of the values that you want to communicate, such as creativity and reliability, and play around with different words that convey this message. You can also consider incorporating your own name if it's unique or memorable. Finally, take some time to research what names have already been registered in your area so you don't choose a name that's taken or too similar to another business. With some brainstorming and research you can come up with an original name for your event planning business!

image of ZenBusiness logo

Once you've laid the groundwork for your event planning business, the next crucial step is to formalize your business registration. This process involves several key actions that will establish your company as a legal entity and ensure you're compliant with all necessary regulations. Below are essential steps to guide you through this phase:

  • Choose a business structure (such as a sole proprietorship, partnership, LLC, or corporation) that best suits your needs and register it with your state's Secretary of State or equivalent agency.
  • Obtain an Employer Identification Number (EIN) from the IRS for tax purposes, especially if you plan on hiring employees.
  • Apply for any necessary business licenses or permits that your city, county, or state may require to legally operate an event planning business.
  • Register for state and local taxes to ensure you are set up to pay all applicable sales, use, and payroll taxes.
  • If your business name differs from your personal name, file for a Doing Business As (DBA) to legally operate under your chosen business name.
  • Explore business insurance options, such as general liability insurance, to protect your business from potential legal claims.

Resources to help get you started:

Access invaluable information through these key resources designed for event planning entrepreneurs, featuring insights on market trends, operational best practices, and strategic advice for business expansion:

  • Event Manager Blog by Skift : Offers comprehensive guides, articles, and reports on event planning trends and innovations. https://www.eventmanagerblog.com/
  • Special Events Magazine : Provides articles, news, and resources for event professionals focused on corporate events, festival planning, and special event management. https://specialevents.com/
  • MeetingsNet : A digital magazine and resource hub offering insights into meeting and event planning for various industries, with practical tips on technology, venues, and planning strategies. https://www.meetingsnet.com/
  • Eventbrite Blog : Features articles on event marketing, sales strategies, and case studies to guide event planners in organizing successful events. https://www.eventbrite.com/blog/
  • The International Live Events Association (ILEA) : Provides networking opportunities, education, and professional development for event planners worldwide. https://www.ileahub.com/
  • BizBash : Offers news, ideas, and resources for event and meeting planners, focusing on innovative event concepts and design. https://www.bizbash.com/

When launching your event planning business, securing the appropriate licenses and permits is crucial to operate legally and establish credibility with clients. Depending on your location and the nature of the events you're planning, the requirements may vary. Here's a guide to help you navigate this step:

  • Research local regulations: Check with your city or county government to understand which specific licenses and permits you need to run your event planning business.
  • Business License: Apply for a general business license, which is a fundamental requirement for operating any business legally within your jurisdiction.
  • Specialized Permits: Depending on the events you plan, you may need additional permits for food service, alcohol, live music, or public assembly.
  • Insurance: Obtain liability insurance to protect your business from potential claims and ensure you meet any insurance requirements for permits.
  • Health and Safety Certifications: If your events involve food handling or large crowds, health department certifications and safety permits may be necessary.
  • Keep Records: Maintain a organized file of all your licenses and permits, ensuring they're easily accessible and renewed as needed to stay compliant.

What licenses and permits are needed to run a event planning business?

Running an event planning business will require various licenses and permits, depending on the location and the type of services you offer. Common permits and licenses required include a business license, a sales tax permit or resale certificate, an alcohol license or permit if you are serving alcohol, a health permit if you are providing food at events, and any necessary permits from the fire marshal or local building department. You may also need certain professional licenses or certifications for services like catering.

Opening a business bank account is crucial for managing your event planning business finances effectively, and securing funding is essential for covering startup costs and maintaining cash flow. Follow these steps to set up your financial foundation:

  • Choose a bank that offers business banking services with benefits such as low fees, online banking, and good customer support. Consider also if they have experience with small businesses and event planning companies.
  • Prepare the necessary documents to open your account, which typically include your business license, EIN, incorporation papers (if applicable), and personal identification.
  • Once your account is open, keep personal and business expenses separate to simplify bookkeeping and tax preparation.
  • Explore funding options, including small business loans, lines of credit, business credit cards, investor funding, or crowdfunding platforms, to ensure you have the capital needed to grow your business.
  • Create a solid business plan to present to potential lenders or investors, highlighting your market analysis, services, marketing strategies, and financial projections.
  • Consider applying for business grants that may be available for event planners or entrepreneurs, which can provide funding without the need to repay.

Setting the right prices for your event planning services is crucial to attract clients while ensuring your business is profitable. Consider your costs, the value you deliver, and market rates to establish a competitive pricing strategy. Below are some key guidelines to help you set your pricing:

  • Cost-Based Pricing: Calculate your costs, including time, materials, overhead, and add a markup for your desired profit margin to determine your rates.
  • Value-Based Pricing: Price your services based on the value and experience you provide to the client, especially if you offer a unique service or have a specialized skill set.
  • Competitive Analysis: Research what competitors are charging for similar services to ensure your prices are in line with the market.
  • Pricing Structures: Consider offering various pricing structures such as hourly rates, flat fees, or packages to cater to different client needs and preferences.
  • Transparency: Be clear about what is included in your prices and any additional costs that may occur to build trust with clients.
  • Flexibility: Be willing to negotiate and adjust prices for larger or long-term projects, but always ensure your costs are covered and the price reflects your work's value.

What does it cost to start a event planning business?

Initiating a event planning business can involve substantial financial commitment, the scale of which is significantly influenced by factors such as geographical location, market dynamics, and operational expenses, among others. Nonetheless, our extensive research and hands-on experience have revealed an estimated starting cost of approximately $11200 for launching such an business. Please note, not all of these costs may be necessary to start up your event planning business.

Starting an event planning business requires a well-stocked arsenal of equipment and supplies. Having the right tools at your disposal ensures you can deliver a seamless experience for every event you plan. Here are some essentials you'll need to acquire:

  • Technology: Invest in a reliable laptop, event planning software, and a high-quality printer/scanner.
  • Communication Devices: Ensure you have smartphones, walkie-talkies, or other communication tools for staff coordination.
  • Furniture and Decor: Have a basic inventory of tables, chairs, linens, and thematic decorations for various events.
  • Tableware: Purchase or rent glassware, flatware, and dinnerware that can cater to different sizes and styles of events.
  • Lighting and Audio Equipment: Acquire or partner with suppliers for lighting systems, microphones, and speakers.
  • Transportation: Secure a van or truck for transporting equipment and supplies to event venues.
  • Emergency Kit: Prepare a kit with first aid supplies, basic tools, sewing materials, and other emergency items.
  • Marketing Materials: Create promotional items like business cards, brochures, and banners to advertise your services.

List of software, tools and supplies needed to start a event planning business:

  • Computer & Software: $400-$1,000
  • Printer/Scanner: $50-150
  • Multimedia equipment (i.e. AV equipment): $50-$1,000
  • Event Planning Software: $15-$400/month
  • Office Supplies: $50-$200
  • Marketing Material (i.e. Business Cards): $50-$100
  • Website Hosting & Design: $50-$500/month
  • Photography Equipment: $200-$2,000
  • Mobile Phone/Data Plan: $30-$100/month
  • Insurance: Varies depending on the provider and risk profile of the business.

Business insurance is a critical component of establishing a secure foundation for your event planning enterprise. It not only protects your business from unforeseen liabilities but also provides peace of mind for you and your clients. Below are the key steps to obtaining the right business insurance:

  • Assess Your Risks: Evaluate the types of risks your event planning business may encounter. Common risks include accidents at events, property damage, or cancellations.
  • Research Insurance Types: Look into various insurance policies such as general liability insurance, professional liability insurance, and property insurance to understand what coverage they provide.
  • Consult with Insurance Professionals: Speak with insurance agents or brokers who specialize in business insurance. They can help tailor a policy to fit your specific needs.
  • Compare Quotes: Obtain quotes from multiple insurance providers to find the most comprehensive coverage at a competitive rate.
  • Review Policy Details: Carefully read the terms and conditions of the insurance policy before purchasing to ensure that it meets your business's requirements.
  • Stay Compliant: Ensure that your insurance meets any legal requirements for event planning businesses in your area and keep it updated as your business grows and changes.

Now that your event planning business is ready to take off, it's essential to spread the word and attract clients. Marketing your services effectively is key to establishing your brand and driving business growth. Here are some strategies to consider:

  • Build a Professional Website: Create an engaging website that showcases your services, past events, testimonials, and contact information. Ensure it's optimized for search engines (SEO) to improve visibility.
  • Leverage Social Media: Use platforms like Instagram, Facebook, and LinkedIn to display your event portfolios, share client reviews, and engage with your target audience.
  • Networking: Attend industry meetups, join professional associations, and connect with vendors and potential clients to build relationships and referrals.
  • Content Marketing: Start a blog or a YouTube channel to share event planning tips and insights. This will position you as an expert and attract organic traffic to your website.
  • Advertise: Consider paid advertising on social media, Google, or local publications to target your ideal clients and boost your visibility quickly.
  • Partnerships: Collaborate with related businesses like florists, photographers, and caterers for mutual referrals and package deals.

Once your event planning business has gained some traction, it's time to think about expansion. Scaling up your business can open up new opportunities and revenue streams. Here are some strategies to consider:

  • Explore new markets by targeting different types of events or expanding into new geographical areas.
  • Invest in marketing efforts to increase visibility and attract a broader client base through social media campaigns, SEO, and networking.
  • Develop strategic partnerships with vendors, venues, and other event professionals to offer more comprehensive services.
  • Consider diversifying your services to include event design, corporate retreats, or conference planning to cater to a wider audience.
  • Utilize technology to streamline processes, such as event management software, to handle larger or more complex events efficiently.
  • Hire additional staff or freelance professionals to manage increased workload and bring in fresh ideas and expertise.
  • Seek feedback from clients and conduct market research to understand emerging trends and customer needs, ensuring your services remain relevant.
  • Offer training workshops or courses in event planning to establish your brand as an industry expert and create an additional revenue stream.

Social Tables

1. Build a solid business plan

I can’t tell you how many small event planning businesses fail because the founder didn’t put together a business plan in advance.

Start by researching successful plans and businesses that are similar to your scope of work. Then reach out to others in the events industry who may be able to guide you! 

Reach out to others in the events industry that may be able to guide you. Click To Tweet

Even if you’ve never seen a business plan, there are plenty of resources and templates online that can get you started. Additionally, when you look to grow your business, an up-to-date business plan is vital to secure any kind of investment.

Start with the right event tools for your business

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2. Set a marketing budget and use a PR company when possible.

When starting your party planning business, your marketing budget may be 30% or more of your business expenses. Does that seem like a lot? Think about all the things you’ll need:

  • A website for your business
  • Business cards
  • Flyers and other printed info
  • Digital marketing and online ads
  • Expenses to travel to events for networking

Don’t leave anything out! You will need to spend money to make money, ultimately. The goal in the early months is to secure your base of customers as quickly as possible. If you deliver on the promise of creating memorable events, your clients will stick around and recommend you. As a result, your marketing costs will start to drop.

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Here’s How to Start an Event Planning Business Click To Tweet

3. Clearly define your scope of work, mission and goals for your event business.

Your event planning business may evolve over time, but even when you’re just starting out, it’s important to clearly outline what you are and aren’t willing to do. You can even put this on your website to attract the right type of clients.

When you’re still building your business, saying “no” to clients  is one of the hardest things to do. But it might save you from dealing with the kinds of customers that take up too much time and don’t offer enough value in return.

Guide: How to Create an Event Planning Checklist

4. Have your elevator speech ready.

After I set up my first events business, I had a hard time selling it to people because my 30-second pitch wasn’t refined. Make sure to spend time developing this ” it is the key to introducing everyone to your business.

Pro tip:  Don’t stress about the name of your event planning business. At the end of the day, the name of your business doesn’t matter ” as long as you produce truly memorable events. However, a catchy event business name idea might stick in someone’s brain better during an elevator pitch.

5. Do your market research

Before jumping, in I always tell people to understand their market and competitors. What is your unique value proposition? Are your fees similar to, better than or higher than others in your area? Understanding your competition and your clients will give you the leg up in this market. Don’t skip this step!

how to start your own business in event planning

6. Spend some time learning tax laws and business filing in your area.

No matter what kind of business you want to start, there are lots of legal pieces to understand. I spent time researching which type of business would be best for me (LLC made the most sense for my consulting business).

It’s also critical to understand the tax implications before you dive in. For example, when I moved my business from Virginia to California, I had to go through the process of dissolving the business. I should have taken more time to research other possibilities!

There’s a lot to navigate, but some great resources exist for building small businesses. Here are a few I recommend:

  • IRS.GOV “ Starting a Business
  • SBA.GOV “ 10 Steps to Starting a Business
  • Legalzoom.com

One of my favorite resources in Women In Events . New event planners can take advantage of our mentoring/coaching program after signing up.

Now You’re Ready to Start a Great Event Planning Business!

Have questions? We’ve got answers. Connect with @socialtables on Twitter.

Up next, here’s how to pick an event company name for your business . Or check out Social Tables free event planning tools to manage seating, meals, and so much more.

Try the event management software planners love

More tips for aspiring event planners.

  • The 6 Must-Have Event Planning Skills You Need for Career Success
  • The Top Event Planning Conferences This Year
  • 10 Event Planning Tips Every Budding Coordinator Needs to Know

Still searching for answers about starting an event planning business?

Do your research, make a plan, set a budget, define your scope of work, and throw amazing events!

You should plan to set aside at least $15,000 to $25,000 to start a small event planning business.

Event planning can be quite a profitable career choice. The best event planners will make a name for themselves and be able to charge high prices for their vision, creativity, execution, and results.

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How to Start an Event Planning Business

Starting your own event planning business is an exciting time. A whole new world is opening up where you can become the master of your own destiny and deliver the events you always dreamed of instead of delivering someone else’s ideas. There is a lot to launching any business and it is all too easy to miss something important.

That’s why we put this guide together. It is part of our series of articles on starting your own events business. If you would like to learn more about setting up on your own, try our ‘ Setting up an event business masterclass ’. The complete guide to running your own show!

Is running your own event management business for you

Is running your own event management business for you?

Before you quit your job and set up on your own, you should have a long hard think about whether being your own boss is right for you. It is exciting and challenging but comes with a lot of responsibility.

Questions you should ask yourself honestly include:

  • Are you organised and disciplined enough to work on your own?
  • Do you have the skills necessary to run a business as well as organize events?
  • Do you have savings or income to help you survive while you’re getting started?
  • Can you multitask and wear many hats at once?
  • Do you have the ideas and experience to deliver top class events?
View this post on Instagram A post shared by Creative events with impact (@evolveevents) on Jul 18, 2020 at 11:45pm PDT

Setting up an event management business

Setting up a party planning business is a lot like planning an event. You will need to come up with a business plan, give your business a name, consider its USP, provide a budget, consider marketing and provide a means to measure success. All things you will likely have experience with already.

A typical business launch would include the following:

  • Business research – Assess opportunities, competitors, risks and rewards.
  • Business plan – Outline of intent, strategy to deliver that intent, financial considerations and audience analysis.
  • Business admin – Business name, logo, branding, domain name and website.
  • Business setup – Acquiring licences, software, insurance, premises, staff and equipment.
  • Marketing and promotion – Getting the word out using contacts, email, social media, blogging, guest posting, news, reviews and anything else you can think of.
  • Business delivery – The actual planning and delivery of events.
View this post on Instagram A post shared by Catch My Party (@catchmyparty) on Jul 26, 2020 at 4:05pm PDT

Business research

The same as you would research the viability of a particular event, you have to research the viability of your event management business. You will need to research demand, supply, competition, your local and target market, gaps in those markets, your USP and how it will fit into those markets and local licensing, legal and insurance requirements.

The fuller the picture you have before you begin, the more targeted all of the following steps will be.

View this post on Instagram A post shared by BUSINESS STRATEGIST (@branded_entrepreneurs) on May 29, 2020 at 12:52am PDT

Business plan

The detail and scope of your business plan depends on how you are going to finance your business. If you are self-funding, your business plan can be simplified. If you need startup capital, you will need a lot more detail on every aspect of your event planning business.

Business plans work a lot like event business plans . You will need to outline your goals, your target market, your USP, income and expenses and justify exactly why a stakeholder should invest in your business. It’s detailed work but essential if you need money to get off the ground.

Business plans are very detailed documents. This guide over at Start Donut goes into a lot more detail than we can here .

Business administration

Business admin includes the nuts and bolts of setting up a business. That will include coming up with a business name, securing the domain (.com and .co.uk), acquiring a logo and branding, having a website designed, setting up social media accounts, getting an accountant, registering the business and getting the correct insurance.

We cover naming in detail in ‘Event Company Names’. Logos and branding are equally important and are vital to the success of your venture. Website design is something that requires planning, especially if you’re outsourcing it as it can take days or weeks to build depending on its complexity.

Getting an accountant should be straightforward enough, as should registering the business . Insurance may be more complex but a good quality insurance broker should be able to assist.

Business setup

Business setup is all about paving the way for you to begin marketing your wares. That can include acquiring licences to put on events, live music and so on. It can also include premises if you are planning to open an office, staff to help you run the business, office equipment and software.

You can run an event planning business from home to begin with if you have the space. Equipment can initially be minimal, a laptop and printer along with high speed internet should be enough at first. Software can be cloud software to avoid up front expenditure. This guide has an outline of your software options as an event planner .

View this post on Instagram A post shared by Golnaz Raadfar (@golnaz_raadfar) on Jul 28, 2020 at 12:43am PDT

Marketing and promotion

If you have set up your company, covered the administrative needs, hired the staff, got the insurance and installed the software, you are now ready to promote your business. Again, you can use your existing marketing and PR skills here. Rather than promoting the event, you are promoting an entire event planning business.

You should use every medium possible, concentrate on your USP, identify your target market, assign audience personas and devise a strategy for reaching them. If you’re not a marketing expert, hire one or hire an agency. Advertising and promotion is an essential skill in setting up any business and the same is true here. If you don’t have that expertise, hire someone who does. Freelancer or permanent, as long as they can get the job done.

Business delivery

The delivery stage of your event planning business is going to be your daily routine. As an experienced planner, you shouldn’t need us to tell you what goes on here. Just remember, where you were able to dedicate all of your time and attention to the event at hand, now you will have to reserve time and attention for the bigger picture too. Your business.

As if you didn’t have enough to contend with, you will have to answer client queries, social media requests, answer comments and perform the myriad of tasks all business owners have to contend with alongside actually trying to deliver an event.

Good luck with it!

how to start your own business in event planning

The Event Planning Startup Kit: Everything You Need to Start an Event Planning Business

Starting an event planning business? Save yourself hours of research with this handy event planning startup kit.

The Event Planning Startup Kit: Everything You Need to Start an Event Planning Business

Are you ready to break out and start your own event planning business? Whether you've been in the industry for years or are just getting started, working in the event industry is exciting and dynamic.

The opportunities are plentiful. You can plan birthday parties, trade shows, fundraisers, weddings, and more. And when you work for yourself, you get to choose if you want to work part-time or full-time hours.

Getting started in event planning services isn't easy, though! Like most start-ups, it can feel daunting with all the information to sort through. There's a lot to consider, from event marketing to picking the right caterers and even choosing a business name. And it's easy to get lost in the mess of blogs and social media experts.

To help you weed through the overwhelming amount of information, we put together this event planning start-up kit for you. You'll want to bookmark this one and reference it often!

Getting Started As An Event Planner

Owning an event planning business is more than simply organizing Pinterest boards. There's work to do before you even consider taking on your first client and planning an event.

First, it helps to know why you want to be an event planner so that on days when motivation is low, or you're overwhelmed, you can refer to your why . And if you ever plan to take on a partner or an investor for your start-up, you'll need a business plan.

Find Your Niche

Many new small business owners jump in with all four limbs and say yes to every and any event to gain experience. But, before you take the plunge, the best thing you can do for your sanity and the success of your event planning business is to choose a niche .

Considering event management is listed as one of the ten most stressful jobs, it's best to play off your strengths. If you've got experience running corporate events, start there. If you've dreamed of being a wedding planner, go all in and become the go-to in wedding planning.

Choosing a niche will also make it easier for new clients to find you as you refine your marketing message.

how to start your own business in event planning

Get Clear On Your Vision And Mission

There are many reasons people choose to start their own business: greater flexibility, increased earning potential, creative independence — the list goes on. You'll have your reasons for choosing to start an event planning company, and those reasons will become part of your vision and mission statement. Classy Career Girl offers a 4-day DIY business and vision planning workshop.

Create A Business Plan

As any successful business owner will tell you, they started with a solid business plan. And event planning is no different. Not only will a business plan help you structure your business, but it will also force you to do the research needed to understand your target market. Settle into your cozy home office and get started with these resources.

The balance small business offers an excellent guide on how to write a business plan from start to finish.

The U.S Small Business Administration offers a similar guide and even some samples so you can see how others have done it before you.

Professional Certifications

You may have enough years of experience in the industry to offer you some credibility with clients. But, if you're new to the event management industry, a certification might give you the trust factor potential clients need to feel confident working with a start-up.

No matter what industry you're in, it's always beneficial to show you're invested in yourself and passionate about your career as an event planner.

CSEP: Certified Special Events Professional

If you're considering a career in live event planning, CSEP is a well-regarded certification in the industry. You'll need three years of experience before taking the exam, so this is a good one to bookmark for the future if you're just starting out.

CMP: Certified Meeting Professional

CMP has been around since 1984 and is a globally recognized certification. It aims to promote industry standards, practices, and ethics. It's important to note that if you're just getting started in your event planning career, you will need to get some experience under your belt before applying for this certification.

QC Event School

QC Event School is a self-study school that offers a variety of industry-recognized professional certification courses. You will receive mentorship from those currently in the industry and even guidance on starting your own business.

They offer courses in:

Event and wedding planning

Corporate event planning

Private event planning

Festivals and live events

Virtual event planning

Udemy: Wedding Planner MBA

Udemy is a popular online learning platform. They have a complete course for beginners in wedding planning . This course will take you from start to finish to begin your career as a professional wedding planner.

Learn Event Industry Lingo

You'll be subject to a whole new language as an event planner. Knowing what terms like 'bump out' and 'batten' mean will assist you when communicating with others in the industry.

Grap this glossary of terms and avoid an uncomfortable situation when you're in the middle of a high-pressure event or booking a vendor.

Find The Right Venue

Choosing the right venue can make or break your event. And depending on the type of event you're booking, you'll most likely need to book the venue months, even years, in advance.

Some things to consider when choosing a venue:

Location - if it's a local event, it should be central to most attendees.

Parking - is there ample parking or a valet?

Capacity - you want your guests to be comfortable and not cramped or feel like they're in an arena if it's a small gathering.

Contract flexibility - triple-check terms in case you need to break the contract.

Layout - understand how people, tables, and dancing will flow within the space.

Budget - don't spend your entire event budget on the venue because it's available and beautiful.

3 online resources to help choose your venue:

1 - https://www.iacconline.org/venues

2 - https://www.uniquevenues.com/

3 - https://www.peerspace.com/

Event Planner Checklist

No event planner wants to wake up at 4 am the morning of a big event and realize they forgot to order the chairs. That's a layer of stress you'll want to avoid. The best defense against forgetting important details is to keep an event planner checklist at your fingertips.

Things like remembering to book the caterer and checking in with the florists are details you can't afford to miss. We recommend creating a list for yourself and saving it inside a Glide App . This way, you'll have access to it from your phone, tablet, and desktop as you plan your event.

Event Planning Software

Every smart business owner knows there is plenty of software to help manage everything related to running a business. You'll find endless options to help track and manage start-up costs, collect valuable vendors, build a list of new clients, and even store this start-up kit.

The software options are endless, and you could spend hours — WEEKS — of your life researching and signing up for trials of every event planning software out there.

Save your precious time for better things, and check out these top picks to keep you moving and shaking in your event planning business.

Project Planning

Whether you're a list person or love the visualization of a Kanban board, there's a project management tool to help you stay organized and plan a successful event.

Glide is a business organizer app with a gorgeous interface that you can customize to fit your workflow. Create projects, project subtasks, due dates, and progress reports — book meetings with team members and coral team conversations with an in-app chat. Or use a pre-designed template when you're just getting started.

how to start your own business in event planning

HoneyBook is a robust all-in-one event planner software. It's simple to use and gives you the ability to manage the client side of your business. You can send invoices, take payments in real-time, and even send event planning questionnaires. It gives you the option to build brochure templates to market your brand and look professional.

If you've ever relied on scraps of paper or a notebook to track your tasks or jot down business ideas, you know it's unreliable. Asana is a project management tool where you can create actionable checklists, track event budgets, and even communicate with staff.

Attendee Registration

Every event needs an easy way for guests to register, RSVP, buy a ticket and get updates on the event.

There's a good chance you've used Eventbrite in the past to buy tickets to an event. Word of mouth is useful when starting your business but will only get you so far. Eventbrite can help you promote your event, sell tickets, create customized email campaigns and even track where ticket sales come from.

Inside RegFox you'll find a drag-and-drop template builder to customize your event registration page. Limit the number of tickets you can sell, and send branded confirmation emails and scannable QR codes for easy check-in.

Greenvelope

Are you planning a wedding or birthday party? Send customized invitations and track RSVPs with Greenvelope . It's easy to import guest lists, send auto-reminders, and email guests with any last-minute changes or updates.

Social Media Management

In the era of social media, you'll want to have a presence on the platforms that make the most sense for you and your business. Since it's easy to lose hours to the scroll to see what others are doing, it's imperative to enlist a tool that will help you market your business and still manage your time.

Hootsuite , is an all-in-one social media posting tool. Plan your posts without ever opening Instagram or Facebook. Use your valuable time on more critical business development, like planning out future partnerships.

If you're new to using social media to grow a business, Later is a social media scheduler with a short learning curve. The interface is clean and easy to use. You can plan out your visuals, collect media from within the app, and choose the auto-post or manual post feature. It's got a free plan, and the paid plans are affordable.

Customer Relation Management (CRM)

Your clients and vendors are your lifelines to a successful business. Keeping them organized from day one is the best way to avoid chaos in the future. Spreadsheets work but won't keep up as you grow.

And as a customer relationship management (CRM) tool, Glide is a breeze to use. It's a no-code app platform where you can build out a mobile app or page that meets your business needs.

Customize an existing template and add in your company branding or start from scratch so you can build it to suit. And don't let the no-code lingo fool you — you don't need any special skills to design an app for your event planning business. Gain quick and easy access to contracts, clients, vendors, and more from your phone, tablet, or desktop.

how to start your own business in event planning

If you're running live events, Event Hub is a good choice. It's a CRM platform designed to manage vendors, process payments, applications, and more. And if you're running live events with exhibitors, it's possible to categorize them and send personalized push notifications.

GlueUp is a CRM dedicated to non-profits. If you plan to work in this space, this is a good CRM to check out. Manage your contacts, automate workflows, and effortlessly follow up with new leads. Inside GlueUp, you can segment your leads and personalize email campaigns.

The Best Tool For Small Businesses

As you can see, there are many tools out there to help you run your event planning business. This event planning start-up kit is a good resource to help you avoid information overload.

Typically, the best approach when you're new to running a business is to keep things simple. Flipping back and forth between platforms can be stressful and mentally exhausting. Opting for one app to do it (almost) all will save you time, money, and mental energy.

Glide is a no-code app platform that lets you build powerful custom apps for your event planning business in minutes. With Glide, you can track budgets, manage all your projects, organize clients and vendors, and so much more. And a user-friendly, attractive drag and drop interface is so simple that anyone can use it.

The best part is, you can create apps in Glide for free. Get started today and choose from a large selection of existing templates or design your custom app now.

Start your event planning business today with Glide!

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Are you passionate about creating memorable experiences and have an eye for detail? Starting your own event planning business could be the perfect venture for you. Launching an event planning business is an exciting decision, but remember that cutting through the clutter and connecting with your target audience is crucial. 

Often, generic advice falls short of addressing the real challenges you as an aspiring event planner face. In this guide, we’ll explore a proven framework to kickstart your event management business successfully.

But let’s start with the basics and slowly build up your journey to teach you how to start an event management business. 

What is an Event Management Business?

An event management business involves the planning, organizing, and execution of various events, ranging from weddings and corporate conferences to festivals and private parties. Event planners play a crucial role in ensuring that these occasions run smoothly, leaving a lasting impression on clients and attendees alike.

The Benefits of Starting an Event Management Business in 2024

As we step into 2024, the events industry is witnessing a resurgence with a growing demand for unique and personalized experiences. Here are some compelling reasons to consider starting your event planning business this year:

  • The events industry is rebounding, with an increasing number of people eager to celebrate milestones and create memorable moments.
  • Diverse events, from virtual experiences to in-person gatherings, offer a wide range of opportunities.
  • Clients are seeking innovative and personalized event experiences, providing a platform for creative entrepreneurs to shine.
  • The demand for unique themes, decor, and entertainment options is on the rise.
  • Event planning allows for flexible working hours, making it an attractive option for those seeking work-life balance.
  • Independence in decision-making and the ability to choose clients and projects.

How to Start an Event Management Business in 13 Steps

  • Understand the event management market
  • Assess and improve your event planning skills
  • Market research and event planning business market fit
  • Starting an event management business & choosing your niche
  • Business structures to consider when starting event planning business
  • Creating irresistible event planning solution
  • Writing an event planning business plan
  • Initial and ongoing expenses for event management business
  • Figure out the booking process for your event planning business
  • Set up prices with a healthy profit margin
  • Promoting your event management business
  • Selling your event planning services
  • Growing and scaling your event planning business

Understand the Event Management Market

To truly understand the event planning market, you must immerse yourself in its dynamics. This involves staying informed about the latest trends, emerging technologies, and shifts in consumer behavior. Analyze how global and local events impact the industry, keeping an eye on event statistics and other crucial data. 

Let’s see some examples of market dynamics when it comes to event planning business:

  • Rise of Virtual Events

With the increasing prevalence of virtual experiences, understanding how to integrate technology into traditional event planning is crucial.

  • Sustainability Trends

The growing emphasis on eco-friendly events requires an awareness of sustainable practices in event management.

Events planning challenges

Every industry has its challenges, and event management is no exception. Acknowledging these challenges is the first step in overcoming them. Challenges may include budget constraints, unexpected logistical issues, or dealing with unforeseen changes in event requirements. Anticipating and planning for these challenges will set you apart as a prepared and resilient event planner.

Trends come and go, and it’s on you to make the most out of them. Whether it’s incorporating experiential marketing, interactive elements, or thematic designs, trends influence client expectations. By understanding and leveraging these trends, you position yourself as a forward-thinking and creative event planner.

Putting insights into action

Identifying the untapped potential within the market is where strategic planning comes into play. Consider the demographics of your geographical area, the types of events in demand, and the gaps in services offered by competitors. Conduct surveys, engage in networking, and seek feedback to uncover opportunities for growth.

Assess and Improve Your Event Planning Skills

Before you start chasing new shiny ideas and dive into external avenues for skill enhancement, begin with a thorough self-assessment. Reflect on your past events, identifying both strengths and areas for improvement. Consider seeking feedback from clients, vendors, or colleagues to gain valuable insights into your performance.

Enhancing your event planning skills

Formal education and structured learning play a pivotal role in skill enhancement. What can you do to enhance your event management skills ? Explore workshops, seminars, and online courses that cover various aspects of event planning. These educational opportunities can provide in-depth knowledge, from event design principles to the latest in event technology.

Another great strategy is connecting with seasoned professionals in the event planning industry who can offer invaluable mentorship. A mentor can provide guidance based on their experiences, share industry insights, and offer constructive feedback. Consider joining mentorship programs or networking events to establish mentor-mentee relationships.

While theoretical knowledge is essential, hands-on experience remains unparalleled in its ability to hone event planning skills. Actively seek opportunities to work on a diverse range of events, from weddings to corporate conferences. Practical experience not only solidifies your skills but also builds confidence in managing various event scenarios.

In 2024, proficiency in event management tools and software is a valuable skill. Familiarize yourself with event planning software, project management tools, and virtual event platforms. Technological literacy enhances efficiency in tasks ranging from guest list management to creating immersive virtual experiences.

Market Research and Event Planning Business Market Fit

Begin your market research by gaining a comprehensive understanding of the current state of the event planning industry. Analyze market trends, identify key players, and assess the demand for various types of events. Consider factors such as geographic location, demographics, and socio-economic trends that might influence the market dynamics.

What can you do?

  • Explore reports from event industry associations and market research firms for a macro view of trends.
  • Study the strategies, strengths, and weaknesses of established event-planning businesses.

market analysis concept

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The next step is to narrow down your focus by clearly defining your target audience. Consider demographic factors such as age, income level, and interests. Understanding your audience allows you to tailor your services to meet their specific needs and preferences. It’s not a one-size-fits-all approach; different demographics have distinct preferences and expectations. Conduct market research to create detailed buyer personas, encompassing factors like age, interests, and spending capacity.

Crafting buyer personas for event planning business

  • Develop detailed profiles of your ideal clients.
  • Consider factors like their event goals, preferred communication channels, and budget constraints.

Beyond demographics, explore the specific preferences of your target audience. Whether it’s the aesthetic choices for a wedding or the interactive elements for a corporate conference, aligning your services with what resonates with your clients ensures a more personalized and satisfying event experience.

You also need to dive deep into the needs and pain points of your potential clients. What challenges do they face when planning events, and what solutions are currently lacking in the market? By identifying these pain points, you can tailor your services to address specific gaps in the industry.

Crafting your Unique Selling Proposition (USP)

Once you’ve identified all these aspects, it’s time to craft your unique selling proposition. Armed with insights from your market research , articulate a unique value proposition that sets your event planning business apart. Your value proposition should communicate the specific benefits and advantages clients gain by choosing your services over competitors.

Let’s see the key components of a value proposition for an event planning business:

  • Highlight any specialized skills, certifications, or expertise that distinguish your business.
  • Emphasize unique solutions or approaches that address specific market needs.
  • Communicate a commitment to exceptional customer service and personalized experiences.

Is there something else you can do? Well, of course!

Analyze competitor strategies

Evaluate the strategies employed by competitors to gain insights into how competitive the event planning industry is. Identify areas where competitors may be falling short or where you can differentiate your business. This analysis informs your positioning within the market. This leads us to the next step you should take when starting an event planning business:

Complete SWOT analysis

Conducting a SWOT analysis—a comprehensive examination of your business’s internal and external factors—provides a roadmap for making informed decisions and optimizing your chances of success.

Identify the internal factors that give your event planning business a competitive edge. These are the attributes and capabilities that set you apart and contribute to your success in the market.

  • Expertise and Skills

Highlight any specialized event planning skills or certifications you possess.

Emphasize your creative approach to designing and executing events.

  • Industry Connections

Showcase relationships with reliable vendors, venues, and other industry professionals.

  • Technology Adoption

If you leverage event planning software or technology, consider it a strength.

Examine the internal factors that may pose challenges or limitations to your event planning business. Recognizing and addressing weaknesses is crucial for sustainable growth.

  • Limited Experience

If you’re new to event planning, acknowledge the learning curve and outline plans for skill enhancement.

  • Resource Constraints

Lack of financial resources, staff, or equipment may be a weakness.

  • Niche Limitations

If your expertise is limited to specific event types, address plans for diversification.

Opportunities

Explore external factors in the market that can be advantageous for your event planning business. These are areas where your business can grow and thrive.

  • Growing Demand

Identify emerging trends or increasing demand for certain types of events.

  • Collaborations

Explore opportunities to collaborate with other businesses or professionals in the events industry.

  • Technological Advancements

Leverage new event planning tools or technology trends to enhance your services.

  • Market Gaps

Identify gaps in the market that your business can fill.

Evaluate external factors that could potentially pose challenges or threats to your event planning business. Being aware of these threats allows you to proactively mitigate risks.

  • Economic Downturn

Economic challenges may impact clients’ budgets for events.

  • Intense Competition

A saturated market with numerous competitors may pose a threat.

  • Changing Regulations

Stay informed about any legal or regulatory changes affecting the events industry.

  • Seasonal Fluctuations

If your business is impacted by seasonal demand, plan for potential idle periods.

Starting an Event Management Business & Choosing Your Niche

Starting your event management business is scary, but exciting. Choosing your niche is crucial. You can always pivot to another niche, but getting it right on the first try will give you the headstart you need for successfully starting your event planning business. 

Defining your niche is like setting the stage for your business, allowing you to tailor your services to meet the unique demands of a specific market segment. Here’s a guide on how to navigate this crucial aspect of launching your event management business.

  • The first step in choosing your niche is to identify the type of events that genuinely excite and inspire you. Whether it’s the romance of weddings, the sophistication of corporate gatherings, or the vibrant energy of social events, aligning your business with your passion sets the foundation for long-term success.
  • While passion is paramount, it’s essential to evaluate the market demand for your chosen niche. Research the local and global trends to understand the current and future needs of potential clients. A niche with a growing demand ensures a steady stream of opportunities for your business.
  • Evaluate your skills, expertise, and previous experiences in event planning. Your professional background and knowledge can influence the type of events you’re well-equipped to handle. Leverage your strengths to carve a niche that showcases your unique capabilities.
  • Analyze the level of competition in different event planning niches. While a saturated market may present challenges, it also indicates a viable demand. Assessing the competitive landscape helps you identify gaps or opportunities for differentiation.
  • Once you’ve chosen your niche, tailor your services to cater specifically to the needs and preferences of that market segment. This involves customizing your approach, packages, and offerings to align with the unique requirements of the events within your chosen niche.
  • Craft a brand identity that resonates with your chosen niche. This includes developing a compelling brand story, creating a visually appealing brand image, and adopting a tone of voice that connects with your target audience.

Business Structures to Consider When Starting an Event Planning Business

When starting an event planning business, the crucial decision you’ll need to make is determining the legal structure of your venture. The choice of business structure significantly impacts various aspects, including taxation, liability, and the overall management of your business. But what options do you have?

Sole Proprietorship

A sole proprietorship is the simplest and most common form of business structure. In this setup, you are the sole owner and operator of the event planning business. It’s an ideal choice for solo entrepreneurs or small businesses with minimal anticipated risks.

Limited Liability Company (LLC)

An LLC combines elements of both a sole proprietorship and a corporation. It provides a degree of personal liability protection while maintaining simplicity in terms of operation. LLCs are a popular choice for small to medium-sized event-planning businesses.

Partnership

A partnership involves two or more individuals sharing ownership and responsibilities. There are two primary types: general partnerships (equal sharing of responsibilities and liabilities) and limited partnerships (one general partner with unlimited liability and limited partners with liability restricted to their investment).

Corporation

A corporation is a separate legal entity from its owners. It is owned by shareholders, managed by a board of directors, and operated by officers. Corporations are suitable for businesses with significant growth ambitions.

Creating an Irresistible Event Planning Solution

Before you start an event planning business you need to understand that the key to success lies in offering a solution that not only meets but exceeds the expectations of your target audience. Consider the following aspects and thoroughly go through them to create an irresistible event-planning solution for your clients:

  • Your event planning solution should not only meet industry standards but surpass them. Clearly articulate and showcase what sets your services apart from competitors. Whether it’s a signature planning process, exclusive vendor partnerships, or a track record of delivering extraordinary experiences, emphasize these unique selling propositions in your marketing materials.
  • Leveraging technology can elevate your event planning solution. From online event management platforms and event management plugins to virtual planning tools and social media integration for real-time updates, embracing technology enhances both the planning process and the overall event experience.
  • Clear and effective communication is the backbone of successful event planning. Ensure that your solution includes robust communication channels to keep clients informed and involved. Additionally, fostering strong collaborations with vendors, venues, and other stakeholders contributes to a seamless and well-coordinated event execution.
  • One size rarely fits all in the world of events. Offering personalized and customizable solutions allows clients to feel a sense of ownership and involvement in the planning process. Whether it’s custom décor, unique entertainment options, or personalized event timelines, the ability to tailor your services adds a distinctive touch.
  • Consider how you can infuse creativity into your event planning services. This could involve staying updated on the latest trends, incorporating unique themes, or introducing innovative technologies to enhance the overall event experience.
  • No two events are alike, and recognizing this fact is crucial in creating a solution that resonates with your clients. Tailor your services to cater to the specific needs of your chosen niche. Whether it’s weddings, corporate events, or social gatherings, having specialized packages or customized offerings adds a personal touch that clients appreciate.

Writing an Event Planning Business Plan

event planning business plan

Image by storyset on Freepik

A comprehensive business plan is the foundation of a successful event planning business. It serves as your roadmap, guiding your business toward its goals while providing a clear and strategic direction. Here’s how to develop an effective event planning business plan that outlines your vision, target market, marketing strategy, and financial projections.

Vision and goals 

Begin by articulating your business’s vision and mission. What do you aim to achieve with your event planning services? Outline short-term and long-term goals that provide a clear trajectory for your business. Whether it’s becoming a prominent wedding planner in your region or specializing in large corporate events, defining your goals sets the tone for the entire plan.

Target market

Understanding your target market is fundamental to the success of your event planning business. Define your ideal clients, considering factors such as demographics, preferences, and spending capacity. Tailor your services to meet the specific needs and expectations of your identified market segments.

Marketing strategy

Your marketing strategy is the bridge between your event planning services and your target market. Clearly outline how you intend to promote your business. This may include digital marketing efforts such as social media campaigns, website optimization, and content marketing. Traditional methods like networking, partnerships, and attending industry events should also be considered.

Service packages

Detail the range of services your event planning business will offer. Whether it’s full-service event coordination, day-of coordination, or specialized service packages for weddings, corporate events, or social gatherings, clearly articulate what sets your services apart. Highlight any unique features or value additions that distinguish your offerings.

Competitive analysis

Analyze the competitiveness of the event planning industry in your target area. Identify key competitors, their strengths and weaknesses, and the unique selling propositions that set them apart. Use this information to refine your own strategy and identify opportunities for differentiation.

Financial planning

Create detailed financial projections for your event planning business. This should include startup costs, operational expenses, and revenue forecasts. Outline your pricing strategy and justify your rates based on market research and the value you provide. A realistic and well-researched financial plan instills confidence in potential investors and serves as a guide for your financial management.

Risk analysis and mitigation

Anticipate potential challenges and risks that your event planning business may encounter. This could include market fluctuations, unexpected expenses, or industry-specific challenges. Develop strategies to mitigate these risks and ensure your business remains resilient in the face of uncertainties.

Operational plan

Detail the day-to-day operations of your event planning business. This includes staffing requirements, vendor management processes, client communication protocols, and any technology or tools you plan to leverage. A well-structured operational plan ensures efficiency and consistency in service delivery.

Executive summary

Summarize the key components of your business plan in an executive summary. This concise overview provides readers with a snapshot of your business, making it an essential part of any business plan presentation or proposal.

Initial and Ongoing Expenses for an Event Management Business

How much does it cost to start an event planning business? Estimating both initial and ongoing expenses is crucial for ensuring the financial sustainability of your event planning business. Let’s see the key areas you need to consider when planning your budget.

Initial expenses for starting an event management business

  • Evaluate rental costs for office space. This could be a dedicated office, a co-working space, or even a home office setup.

Pro tip : Start modestly and scale up as your business grows

  • Factor in the cost of essential equipment like computers, printers, and office supplies.

Pro tip: Consider second-hand equipment initially to manage costs.

  • Allocate funds for website development, business cards, and initial marketing efforts.

Pro tip: Leverage cost-effective digital marketing channels initially, such as social media and content marketing.

  • Budget for workshops, courses, or certifications to enhance your event planning skills.
  • Account for fees related to business registration, permits, and licensing.

Ongoing expenses for event planning business

  • Explore event management software and tools to streamline your operations.

Pro tip: Start with essential tools, such as an event management plugin , and scale up based on your business needs.

  • Include ongoing expenses like electricity, internet, and office maintenance.
  • Allocate a portion of your budget for ongoing marketing efforts to promote your services.
  • Budget for insurance coverage to protect your business from unforeseen circumstances.
  • Set aside funds for attending industry events, networking, and collaborating with other professionals.
  • Dedicate funds for continuous learning and staying abreast of industry trends.

Remember: Always include a contingency fund to address unexpected expenses.

Figure Out the Booking Process for Your Event Planning Business

A streamlined booking process is not just a convenience it’s a key component of delivering a stellar client experience. Here’s a comprehensive guide to help you figure out the booking process for your event planning business and ensure a seamless journey for your clients. A professional event management plugin can be a game-changer for your business. Here’s how:

  • Efficient Workflow

Streamline your workflow with features like automated appointment scheduling, invoice generation, and client communication.

  • Customization

Tailor the plugin to match your unique services, ensuring a personalized booking experience for clients.

  • Data Security

Ensure the security of client information and transactions with a reliable plugin.

  • Time-Saving

Free up time by automating repetitive tasks, allowing you to focus on delivering high-quality services.

Investing in a professional event management plugin not only modernizes your booking process but also positions your business as tech-savvy and client-focused.

What else can you do to make the booking process smooth for your new event planning business?

  • Utilize the customization features of the plugin to tailor the booking process to your specific services and client requirements.
  • Offer free initial consultations to understand clients’ needs and preferences.
  • Tailor your services based on the insights gained during consultations.
  • Invest in an efficient booking system that allows clients to easily select services, choose dates, and make payments.
  • Provide a transparent pricing structure for your services. Consider creating tiered packages or customizable options.

Set up Prices With a Healthy Profit Margin

Setting up prices with a healthy profit margin is a crucial aspect of running a successful event-planning business. Your pricing not only needs to cover expenses but should also reflect the unique value and expertise you bring to your clients. Let’s explore effective strategies to help you determine prices that ensure financial sustainability and growth.

The first thing you need to do is to consider the unique value proposition that sets your event planning business apart from competitors. This could be your expertise in handling specific types of events, personalized services, or innovative event concepts. Price your services based on the perceived value you offer to clients. If your services are known for exceptional quality, creativity, or attention to detail, clients are likely to be willing to pay a premium.

The next step is to research and analyze the pricing strategies of competitors in your area. Understand the average pricing for similar services and assess whether your offerings align with, exceed, or differentiate from the competition.

Once you’re done with that, it’s time to clearly define your profit margin goals. Determine the percentage of profit you aim to achieve for each event. This goal should not only cover your expenses but also contribute to business growth and development.

Remember: Strive for a balance between competitiveness and profitability. While it’s essential to remain competitive in the market, undervaluing your services can lead to long-term financial challenges.

Start Promoting Your Event Management Business

Promoting your event management business effectively is essential to attract clients and establish a strong market presence. Let’s see the strategic approaches to develop a robust online presence and leverage digital marketing to reach a wider audience.

First impressions matter

Your website serves as the digital face of your event management business. Invest in a professionally designed website that reflects your brand identity and showcases your portfolio of successful events.

Blog content

Establish a blog on your website to regularly publish informative and engaging content related to event planning. Share insights, trends, and success stories to position your business as an industry authority.

Visual portfolio

Create a visually appealing portfolio featuring highlights from your previous events. Include high-quality images and detailed descriptions to showcase your capabilities and style.

Choose relevant platforms

Identify the social media platforms most frequented by your target audience. Whether it’s Instagram, Facebook, Twitter, or LinkedIn, maintain active and engaging profiles on these platforms.

Visual storytelling

Utilize the visual nature of social media to tell compelling stories about your events. Share behind-the-scenes glimpses, client testimonials, and updates about upcoming projects.

Keyword optimization

Incorporate relevant keywords throughout your website content to enhance its visibility on search engines. Identify and target keywords specific to event planning and your niche.

Optimize your online presence for local searches by including location-specific keywords. This is crucial for attracting clients in your geographical area.

Claim your business

Claim and optimize your Google My Business listing. Ensure that all information, including your business hours, contact details, and photos, is accurate and up-to-date.

Client reviews

Encourage satisfied clients to leave positive reviews on your GMB profile. Positive reviews enhance your credibility and attract potential clients.

Build a subscriber list

Create a mailing list by encouraging website visitors to subscribe to your newsletters. Use incentives such as exclusive event planning tips, industry insights, or promotional offers.

Targeted campaigns

Develop targeted email campaigns to reach different segments of your audience. For example, send newsletters with wedding planning tips to engaged couples and corporate event ideas to businesses.

Start Selling Your Event Planning Services

Selling event planning services involves more than just showcasing your skills; it’s about telling a compelling story that resonates with potential clients. Let’s explore effective strategies to sell your event planning services, emphasizing expertise, success stories, and the power of testimonials.

Your portfolio is a visual narrative of your expertise. Showcase a diverse range of events you’ve successfully planned, including weddings, corporate functions, and social gatherings.

Testimonials

Request feedback from satisfied clients and showcase their testimonials prominently on your website. Include specific details about their experience, the success of the event, and your role in making it happen.

Case studies

Develop in-depth case studies for select events. Provide a comprehensive overview, detailing the challenges you faced, innovative solutions implemented, and the overall success achieved.

Industry expertise showcase

Establish yourself as a thought leader in the event planning industry. Share your insights, trends, and best practices through blog posts, articles, and participation in industry forums.

Personalized client engagement

When pitching your services to potential clients, customize your presentations to address their specific needs and expectations. Show them that you’ve thoroughly researched and understand their requirements.

Develop client relationships

After successfully executing an event, follow up with clients to gather feedback and express your appreciation. This not only helps in refining your services but also strengthens the client relationship.

Growing and Scaling Your Event Planning Business

As your business matures, consider diversifying the types of events you plan. If you’ve primarily focused on weddings, explore opportunities in corporate events, conferences, or specialized gatherings. This not only broadens your market reach but also mitigates risks associated with reliance on a single event category.

  • Evaluate your current operational processes and identify areas for improvement. Implement efficient workflows and leverage technology to automate repetitive tasks. By streamlining operations, you can handle increased demand without compromising on quality.
  • As your business expands, building a capable team becomes essential. Hire skilled professionals , including event planners, coordinators, and administrative staff. A diverse and talented team contributes to the overall success and efficiency of your operations.
  • Entrust responsibilities to capable team members and empower them to take ownership of specific tasks. Delegating effectively not only lightens your workload but also fosters a collaborative and motivated work environment.
  • Develop comprehensive standard operating procedures (SOPs) for various aspects of event planning. Clearly document processes related to client communication, vendor management, and onsite coordination. Standardized procedures ensure consistency and quality across all events.
  • Identify opportunities for strategic partnerships with businesses that complement your services. This could include collaborating with catering companies, floral designers, or audio-visual experts. Such partnerships enhance your service offering and can lead to mutual referrals.
  • Attend industry conferences and networking events to connect with other professionals and stay informed about industry trends. Networking provides valuable insights, potential collaborations, and opportunities for business growth.
  • Actively seek feedback from clients after each event. Use this feedback to identify areas for improvement and address any concerns. Demonstrating a commitment to continuous improvement reinforces your dedication to client satisfaction.

Invest in a Top-Notch Event Management Plugin

Amelia event management plugin screenshot

Meet Amelia, the WordPress Event Calendar and Event Management Plugin that transforms the way you organize virtual and offline events, conferences, meetups, and more. 

Why choose Amelia as your event planning plugin?

Let’s see the key features of Amelia that will help you kickstart a successful event-planning business:

Responsive and customizable

Amelia is a responsive and customizable WordPress event management plugin designed for various event types. Whether you’re an event agency or conference host, Amelia caters to your specific needs.

Recurring events made easy

One standout feature is the ability to set recurring events with various options. Whether it’s a weekly meeting, monthly conference, or an annual gala, Amelia’s clear calendar view helps you manage them effortlessly.

Seamless booking pages

Create booking pages effortlessly using shortcodes or popular page builders like Divi, Elementor, or Gutenberg blocks. With Amelia, your event booking page can be ready in minutes.

Flexible deposit payments

Amelia allows you to set up deposit payments, enabling attendees to pay a partial amount upfront and the rest upon arrival. This flexibility is especially beneficial for on-site events.

Multilingual support

Hosting events in different languages? Amelia has you covered with its translation option, providing a seamless booking experience for your international audience.

Dynamic ticketing

Set different ticket prices based on attendees’ profiles or the date of purchase. Offer early bird tickets, special prices for adults and kids, and control when sales open and close.

Filter and sort with ease

Create event tags and use different colors to distinguish event types, facilitating easy navigation for both organizers and attendees.

Calendar integration

Amelia integrates with Google Calendar and Outlook, ensuring hosts stay organized, and attendees can add events to their calendars with ease.

Which key features of Amelia simplify event hosting?

Virtual sessions and online events.

Amelia caters to the modern trend of hosting events online . With native integrations with Zoom and Google Meet, organizing virtual conferences becomes a breeze.

SMS and Email Reminders

Ensure a high attendance rate with SMS and email reminders, keeping both organizers and attendees in the loop.

Customer and Employee Panels

Manage all aspects of your event, from attendees to venues, with comprehensive customer and employee panels.

Insightful Admin Dashboard

Get real-time insights into key performance indicators with an admin dashboard that streamlines event management.

Fully Customizable Design

Tailor Amelia to your brand with fully customizable design options for seamless integration with your website.

Custom Fields for Booking Forms

Collect specific information by adding custom fields to your booking forms, enhancing the overall booking experience.

Try Amelia Today

Join the ranks of over 30,000 event businesses that trust Amelia for their events calendar. Explore pricing options and see demos to discover how Amelia can elevate your event planning experience!

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How to Start an Event Planning Business in 14 Steps (In-Depth Guide)

Updated:   February 14, 2024

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The event planning industry is estimated to grow at a compound annual growth rate (CAGR) of 11.8% . As celebrations, conferences, and corporate events continue to grow in popularity and scope, the demand for professional event coordination keeps rising.

how to start your own business in event planning

With new technological tools and social platforms emerging, event planners have ample opportunities to attract clients across industries. Orchestrating memorable and logistically seamless events requires keen attention to detail, extensive vendor networks, and creative vision.

This guide will help you learn how to start a event planning business. Topics include market research, competitive analysis, registering an EIN, obtaining business insurance, and other important elements of a successful event planning business.

1. Conduct Event Planning Market Research

Market research is essential to starting a party planning business. It offers insight into creating a business plan for your own event planning business, finding the top wedding planning and party planning equipment, and more.

how to start your own business in event planning

Some details you’ll learn through event planning market research include:

  • The second largest clients are non-profit organizations and associations, investing around $2.3 billion annually.
  • Beyond direct spending on event planning services, the related transportation, hospitality, and catering sectors also benefit significantly from the events industry.
  • According to Meetings Mean Business, conferences and events in the US directly support over 5.9 million jobs.
  • Virtual and hybrid events are also projected to see dramatic growth in the coming years as digital tools expand, opening up new opportunities.
  • With globalization and rising corporate budgets driving event demand ever higher across most industries, new organizers can tap into this momentum.

Success rests on building up specialized expertise, creativity, organizational skills, and an extensive professional network. The barriers to entry remain relatively low but scaling up remains challenging in this competitive sphere.

2. Analyze the Competition

Analyzing the competition is a critical step when starting an event planning business. This analysis should evaluate both local brick-and-mortar competitors and broader online players. This will help you form a solid business plan, choose the best event management software, price according to your target market, and spot trends in the event planning service industry.

First, identify event planning agencies operating in your geographic area across various tiers and specializations. Research their specific services, pricing, types of events produced, and total capacities.

Developing a comprehensive competitor grid allows new planners to map the local landscape while spotting unmet needs or gaps to fill. It also aids in benchmarking potential pricing levels.

In addition to place-based competitors, analyze industry leaders and fast-growing startups in the online space. Study their website formats, content strategy, search visibility, social media engagement levels, professional partnerships, and other digital components.

While not directly competing for local clients initially, these firms set benchmarks for best practices across SEO optimization, accessibility options, customer service infrastructure, and innovation. New ventures should emulate and learn from category leaders in the virtual world even when focused on a specific metro region offline.

By scouting the most successful online and offline players, new planners can craft differentiated value propositions and streamlined operational processes to stand apart. Competitor analysis illuminates prevailing industry norms while revealing creative directions and offerings prime for disruption.

3. Costs to Start an Event Planning Business

Launching an event planning business requires careful financial planning and cost analysis even before taking the first client. Between startup expenses and ongoing overhead, new entrepreneurs must budget adequately to turn a profit and fuel growth. Here is an overview of common costs to expect:

Start-up Costs

  • Legal formation & licensing – $500-$2,000 to incorporate plus any local business permits
  • Office basics – $3,000-$5,000 for basic furniture, computer equipment, software, supplies. Alternatively, you could rent some of the equipment , reducing your start-up costs but increasing your ongoing costs.
  • Website development – $3,000-$5,000 for custom design and content population
  • Branding – $500-$2,000 for logo design, business cards, templates
  • Marketing assets – $2,000-$5,000 for advertising, printed collateral
  • Initial staffing – Many planners start as solopreneurs before hiring but budget $40K+ for the first full-time employee
  • Optional storefront space – $2,000-$5,000 per month for rental lease, minimal build-out budget

Ongoing Costs

  • Office rental – $1,000+ per month for coworking desk or basic retail footprint
  • Software subscriptions – $100-$500 per month for CRM system, design tools, productivity suites
  • Contract workers – $2,000+ per month for graphic designers, writers, virtual assistants
  • Professional development – $500+ for continued event planner education
  • Marketing – $500-$2,000+ per month for digital ads, content creation
  • Insurance – $800+ annually for general liability & event cancellation policies
  • Legal & accounting fees – $3,000 for attorney, accountant/bookkeeper
  • Staffing budgets – Employee salaries from $40,000+, health benefits, payroll taxes
  • General overhead – Utilities, repairs, contingencies

With lean operations, new event planners can launch with around $20,000 in startup funding. However, most entrepreneurs spend over $100,000 on initial costs including full-time staff and brick-and-mortar spaces. Careful financial planning allows room for unexpected expenses while setting realistic budgets to turn a first-year profit.

4. Form a Legal Business Entity

When starting an event planning company, the legal structure you choose determines everything from day-to-day operations to personal liability exposure. While sole proprietorships offer simplicity and partnerships enable resource pooling, limited liability companies (LLCs) deliver the best blend of protection and flexibility for growth.

Sole Proprietor

As a sole proprietor, you retain full control and avoid corporate taxes. However, your personal and business assets stay the same – leaving all your funds at risk if sued over vendor disputes or event accidents. This unlimited liability generates immense stress for solopreneurs in such a high-risk sector.

Partnership

Partnerships allow you to share the workload with a co-owner through joint contributions of capital and skills. But you still bear responsibility for your partner’s managerial mistakes or financial debts. Negotiating an equitable partnership requires complex legal guidance.

Limited Liability Company (LLC)

Establishing an LLC shields your assets from any business-related claims or judgments. As an LLC owner, you cannot lose more than your invested capital. This liability buffer promotes bolder decisions to advance competitive positioning and profits over time.

Corporation

A corporation is the entity of choice for large businesses. It is the most protective, but also the most complex entity. For a small event planning business, forming a corporation would be a long and unnecessary process compared to the other options.

5. Register Your Business For Taxes

An employer identification number (EIN) serves as a business entity’s tax ID number for federal tax purposes. Just like an individual uses their social security number to file personal taxes, a business needs its own unique EIN to handle company taxes and other regulatory documents.

Event planning businesses should apply for an EIN as soon as they officially form their business structure. The IRS offers free online registration for both new and existing entities through this simple application process:

  • Step 1) Provide basic information about your company including legal name, address, and ownership details.
  • Step 2) Specify the reason for requesting the EIN, choosing “Started a new business” for a newly launched event planning venture
  • Step 3) Submit your contact information and EIN application digitally in just a few minutes

Once obtained, an EIN enables event planners to open business bank accounts, apply for required licenses/permits, hire employees process payroll, and file annual tax returns.

Most states also require event planning companies to register for sales tax collection certificates through their revenue department websites if selling taxable goods and services. These state-level licenses link directly to your federal EIN.

6. Setup Your Accounting

Proper financial practices form the bedrock of a thriving event-planning business. From bookkeeping and taxes to banking and expenditures, optimizing these monetary flows requires specialized accounting expertise meshed with efficient software tools.

how to start your own business in event planning

Open a Business Bank Account

After structuring your business entity, immediately establish dedicated financial accounts and tracking. Business banking simplifies separating commercial and personal transactions while enabling essential capabilities like merchant processing. Choose a checking account with unlimited transactions to maintain liquidity for frequent vendor payments.

Accounting Software

Automating entry categorization through accounting software drastically reduces paperwork and manual reconciliation needs. Packages like QuickBooks seamlessly sync with bank/credit card accounts to log all financial activity. The visual dashboards and custom reporting also provide real-time performance analytics to guide smarter decisions.

Hire an Accountant

While technology paves the path for self-service bookkeeping, partnering with an accountant alleviates tax headaches plus auditing risks. These financial specialists handle payroll, produce clean quarterly/annual statements, optimize write-offs/deductions, and ensure full compliance across local, state, and federal requirements.

7. Obtain Licenses and Permits

Before hosting their first event, new planners must secure the necessary licenses and permits to legally operate while minimizing liability risks. Find federal license information through the U.S. Small Business Administration . The SBA also offers a local search tool for state and city requirements.

  • General business license – Nearly all municipalities require annual registration of any company based within their jurisdiction, regardless of sector. These straightforward licenses collect minor fees in exchange for formal monitoring that ensures compliance with zoning, building codes, and other administrative rules.
  • Special event permits – Local governments or private venues mandate dedicated permits when staging occasions expecting substantial attendance like conferences, concerts, races, or large parties.
  • Liquor licenses – In addition to the basic business permit, event companies hoping to sell alcohol at hosted functions in certain public places or private venues with broader beverage programs must hold active liquor licenses.
  • Food safety certification – Catering elements of an event require meeting health department standards. Some regions necessitate training courses and compliance audits when handling and serving food. Mobile cart/truck permits similarly require approval based on equipment and handling procedures.

Consult local municipal portals to identify all needed licenses, then state entities for sector-specific permits around high-risk activities. Lawfully securing the proper credentials protects both planners and their clients.

8. Get Business Insurance

Even with extensive risk management protocols, unforeseen accidents or incidents at planned events can spur lawsuits that financially devastate unprotected companies. Purchasing tailored business insurance policies greatly mitigates this liability exposure.

Without adequate coverage, a single massive claim could force an event planning venture to fold by wiping out precious working capital. Common legal actions from guests, vendors, or venue owners related to injuries, damaged property, contract disputes, or negligence might seek six or even seven-figure payouts.

Paying such exorbitant settlements out-of-pocket would irreparably sink most small operators. Business interruption stemming from a canceled event could also cut off vital income flows right when legal fees swell. Top carriers like The Event Helper and Progressive offer customized protection including:

  • General liability – Covers 3rd party bodily injury and property damage claims
  • Event cancellation – Reimburses for canceled event loss of income
  • Professional liability – Handles errors and omissions around client work
  • Cyber liability – Mitigates data breaches and hacker attacks

Purchasing the right insurance begins with a needs assessment and consultation with qualified brokers familiar with the unique risks event planners face. They help tailor tiered solutions balancing premium costs and coverage limits based on potential vulnerabilities.

9. Create an Office Space

An office provides event planners with physical infrastructure enabling smooth operations, productive work routines, and polished client meetings. The optimal setup balances functionality, aesthetics, and cost based on business stage and location-based needs.

Home Office

Home offices offer ultra-low overhead with maximum schedule flexibility for solo entrepreneurs. Spare bedrooms readily transform into functional command centers for administrative work, phone calls, and virtual collaborations. Particularly benefiting rural planners not needing to meet local clients daily, dedicated spaces within a residence rent around $100 monthly.

Coworking Office

Coworking spaces like WeWork provide stylish, professional environments conducive to focus while enabling networking with other site members. Open desk rentals typically run $300+ monthly across most metro markets. For teams needing meeting rooms and private office spaces, costs scale to $800+ monthly. While positioning brands as modern companies, the variable month-to-month terms simplify growth projections.

10. Source Your Equipment

Launching an event planning venture requires acquiring key equipment to execute successful gatherings, while carefully balancing initial outlays. Savvy entrepreneurs source these vital materials both new and used from diverse suppliers:

Brand-new laptops, printers, cameras, and software pack reliability and performance but strain startup budgets. Entry-level packages sufficiently support early operations with basic Word/Excel systems spanning $300+, high-quality DSLR camera outfits from $750+, and versatile printer/scanner combos averaging around $300.

Lightly-used electronics provide immense savings over new ones while retaining plenty of utility. Scout local classifieds like Craigslist and Facebook Marketplace for laptop deals under $100 and camera gear deals up to 70% off retail prices.

Equipment rental shops provide affordable short-term access to pricey items like speakers, stages, and furniture that planning agencies cannot justify buying outright. Most inventory rents for 5-10% of the purchase price per day with delivery/pickup. Useful for outfitting large one-off events.

Long-term equipment leasing enables the use of essential assets like vehicles and expensive tech across 12-48 months for small recurring fees, avoiding major outlays. Lease approvals depend on business financials and credit history.

11. Establish Your Brand Assets

Cultivating a strong brand identity proves essential for event planning agencies striving to attract clients in crowded marketplaces. Strategic moves like securing a personalized phone system, crafting sleek visual assets, digitizing operations through polished websites, etc. boost recognition and trust in equal measure.

how to start your own business in event planning

Get a Business Phone Number

Acquiring designated business phone numbers and extensions through advanced VoIP platforms like RingCentral conveys professionalism from first contact. Callers reach responsive representatives instead of shaky personal devices prone to poor service.

Design a Logo

A logo symbolizes the visual ethos of an events company. Bold, lively marks composed on DIY sites like Looka feel fitting for stirring experiences while minimalist icons may suit corporate planners. Clean icons also ease embroidery on shirts and other merch.

Print Business Cards

Business cards enable establishing immediate connections at venues and industry gatherings by passing memorable branded collateral. Matching the fonts, colors, and symbols from logos funded through vendors like Vistaprint ties assets together.

Buy a Domain Name

Securing matching domain names raises online visibility and credibility during digital searches for regional event support. NameCheap guides new owners through domain valuations, availability checks, and purchase processes to acquire their .com identities.

Build a Website

Building out full websites demands weighing the cost/control tradeoffs of hiring web developers versus utilizing simplified DIY sites like Wix . The former route engages experts to code custom designs while the latter enables affordable self-service creation like Fiverr .

12. Join Associations and Groups

Beyond online brand-building, event planners gain immense value by actively participating in local professional associations, gatherings, and digital communities. Tapping this hive knowledge aids continuous skills development while forging collaborations and client referrals.

Local Associations

Industry associations like Meeting Professionals International contain established groups across most metros. Monthly meetings cover trending challenges plus open idea exchange and job boards link talent with roles. Membership fees that enable access to these networks range from $100 to 500 annually depending on region and applicant experience level.

Local Meetups

Attend area business events and tradeshows like those discovered through Meetup which compile upcoming webinars, conferences, and networking happy hours. Develop authentic connections with venue managers, caterers, rental vendors, and fellow planners who later trade subcontracts on larger events. Entry fees average $20 per session.

Facebook Groups

Vast troves of experiential knowledge hide amid planning communities inside Facebook Groups like Creative Event Planners and Party Planners & Event Organisers . Digging through the innumerable archived conversations reveals referrals for all vendor types from photographers to security guards plus new angles on costs and client preferences based on geography. Signing up is free.

13. How to Market an Event Planning Business

Promoting events expertise through consistent marketing enables planners to fill calendars with coveted bookings. Balancing digital outreach scalable to wide audiences and personal relationship-building grows community authority plus positive word-of-mouth referrals.

Referral Marketing

Satisfied party and conference clients eagerly recommend services after seamlessly executed celebrations leave lasting impressions on their guests, employees, or business partners. Offer branded giveaways or discounts on future bookings to motivate sharing on social media and referring associates.

Digital Marketing

Digital tactics wield incredible reach to engage prospects plus influence search visibility:

  • Launch Google Ads campaigns to display services when users search for related keywords like “corporate event planners”
  • Run Facebook and Instagram ads targeted locally by interests like “conferences”
  • Post TikTok videos displaying behind-the-scenes event footage
  • Start a planning advice blog updated weekly with SEO-optimized articles
  • Send monthly email newsletters with venue spotlights and seasonal promotions

Traditional Marketing

Traditional options establish visibility and trust through long-lasting community presence:

  • Distribute printed flyers and mail promotional postcards to regional HR contacts
  • Schedule radio spots on local stations before major holidays or during conference seasons
  • Rent eye-catching billboard space along heavily trafficked commuter routes
  • Sponsor booths at annual business or tourism conventions to meet event organizers
  • Host public mixers at recently opened venues to connect with new clientele

Synchronizing digital efficiency with physical relationship-building helps event businesses continually expand influence and bookings.

14. Focus on the Customer

Delivering exceptional customer service forms the cornerstone of a thriving event-planning business. Referral rates directly tie to exceeding partner and client expectations through responsive communication, transparent pricing, and seamless execution.

Venue owners and vendors constantly evaluate new planners before trusting precious bookings to unproven partners. Glowing word-of-mouth shifts leverage during these crucial vendor negotiations as applicants showcase rave reviews from regional players.

Similarly, the corporate clients and non-profits hosting family reunions, galas, and conferences assess planner competency through each interaction. It’s vital to present polished responsive proposals, address all questions promptly, and carefully guide stakeholders from conception through the final farewell toast.

Impressing guests through personal touches like customized menus or surprises for the guest of honor sparks appreciation. When audiences leave galvanized by a perfectly orchestrated event aligned with organizational values/goals, they eagerly recommend partners for future functions.

In an industry dependent on intimacy and trust, delivering exceptional customer journeys wins repeat business and referrals that allow for sustainable company growth in competitive event markets.

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Event Creators: How to Start an Event Management Business

how to start your own business in event planning

Hosted your first event and now you’re yearning to set up your own event management business? Creating, promoting, and managing events can be incredibly fulfilling and exciting. It’s undoubtedly hard work, but if you dream of being your own boss, it’s a fantastic industry to work in. 

At Eventbrite, we’ve helped thousands of event creators succeed with their events and have given them the tools to level up and start their own businesses.

So we’ve created this comprehensive guide to help you learn how to start an event management business of your own. This resource will help you navigate the entire process, from developing the initial concept to growing your business to its full potential. 

First things first: Is starting an event business for you? 

If you’ve already worked in event management , you’re likely familiar with the excitement (and stress!) of putting on live events. Chances are, if you’re reading this article and have events-industry experience, you’re well suited to working in event management.

But are you a good fit for starting an events business ? 

Starting a business is a significant undertaking. Here’s what you should keep in mind:

  • Traits like entrepreneurship and creativity are important . As a business owner, you’ll largely be in charge of shaping the success of your business. Being a self-starter, well-organized, and interested in business or entrepreneurship is essential.
  • There will be some startup costs . Having some savings before starting a business is a good idea. You’ll calculate how much you need when you make your event management business plan (more on this later). 78% of people with a startup business use personal savings, but you can consider microlenders, personal business loans, small business grants, and more.
  • Income can be inconsistent . With your own business, you might not have a steady paycheck to rely on, especially at first. It’s best to have a day job to keep your bills paid or have enough personal savings to support you while you build your business. 
  • A business can offer huge opportunities as well as risks. Between March 2020 and March 2021, 1.1 million US establishments opened and 965,995 closed. Being comfortable with risk, uncertainty, and inconsistency in your work life is important. 

There are many great reasons to start an event management business, but like with any new business, it’s good to be realistic about what going solo might look like so that you can plan accordingly. 

How to start an event management business 

Ready to start an exciting new chapter? This detailed guide will cover the steps to start an events management business.

1. Do your homework 

First up, it’s time to do some research and planning. The main avenues to explore include:

Niche/specialty selection: What type of events do you want to run? You may be interested in hosting professional/corporate events, managing large-scale conferences, or putting on live concerts. While you can certainly manage multiple event types eventually, starting with a primary focus area is helpful. 

Market and competitor research : What target market do you plan to serve, how big is it, and who will your main competitors be? You can decide on the geographic area you plan to target and dig into what other creators are doing in your region. Research ways to stand out from the competition and offer something unique.

Training and certifications : While not strictly necessary, completing training programs and certifications like the CMP can help you prepare your business, gain confidence, and operate more efficiently.

Person on stage at live event

2. Get your feet wet 

Maybe you’ve hosted your own small events, but you’ve never put on a large conference or concert. Or perhaps you’ve managed events for others but never managed an event of your own design. 

Whatever your specific circumstances, this phase is about gaining experience, testing new strategies, and making connections in the industry that can serve you throughout your career.

It’s also about “leveling up” or taking your events career to the next level. Here, creators should start thinking about transitioning from managing the occasional event to making a living from their events business.

A good first step is to set some goals for your new business. How many events would you like to host in the next six months? How many attendees would you like to attract, and what revenue targets do you aim to hit?

Thoughtful consideration of the brand you’d like to build is important, too. Do you want to host fun, edgy events for a hip young crowd, social events for young adults, or professional networking and mixers for older professionals? 

This type of strategic thinking and actionable goal-setting can help support your transition from occasional event host to full-time event management professional. 

Drive community engagement and event ticket sales

Exercise class with kids

3. Identify your target audience and clientele

Identify the event types you want to manage and the attendees you want to attract. 

You can choose to niche down into a specialty (like “tabletop gaming tournaments”) or keep things more general (like “concerts”) to cast a wider net. 

From there, it’s helpful to develop audience personas to help you identify effective marketing strategies, determine appropriate ticket price points for your audience, and attract the right kind of attendees to your events. 

Developing audience personas includes brainstorming, gathering demographic data from the Census Bureau or other sources, figuring out your target audience’s pain points, and ultimately visualizing who you’re trying to attract to your events. 

Looking at competing events or venues can help identify gaps in the current event industry in your area. Maybe you’re in a college town, but all the music events are at 21+ venues, leaving a big group of younger college students without all-ages shows to attend. Or perhaps your community is full of young professionals but lacks professional networking events and mixers. 

It’s all about thinking more broadly about the needs and wants of your community and strategizing on how your events could potentially fill that gap. For example, Alissa Seymoure, a successful Eventbrite creator , DJ, and yoga enthusiast, found that her audience for Deep House Yoga wanted to enjoy house music in a safe environment, without the hard-partying atmosphere common in the club scene. 

So she started an event series that provides a fun, lively, and safe space for yogis to move their bodies and enjoy electronic music. 

By identifying a market gap, getting clear on her target audience, and setting up a recurring event series with Eventbrite, Alissa has found success in her business venture and hosted dozens of fun events for her community. 

Benefits of events business plan

4. Create an event management business plan 

Next, it’s time to outline your strategies in a detailed events business plan . 

Business plans can help to:

  • Clarify your business goals
  • Determine pricing structure
  • Forecast revenue and expenses
  • Identify potential risks and opportunities

In your plan , illustrate your event’s financial potential and plan the resources and operating structure you’ll need to deliver. If you plan to get business loans or sponsorships, you can prove your new business is worth investing in.

5. Complete all the necessary paperwork 

Next comes the logistics: It’s time to set up your business! 

Some steps you’ll likely need to take include:

  • Getting a business license from your state or city.
  • Setting up a limited liability company (LLC) with your state. LLCs are recommended because they protect your personal assets in the case of a lawsuit.
  • Obtaining business insurance protects your company and event attendees from accidents and other mishaps.
  • Getting funding for your business from a bank or other lender, if necessary.

You may need help with setting up an LLC. You can work with a local accountant for this or an online business filing service. 

Bank account and bookkeeping tools

6. Prepare your business’s finances 

Next comes a series of steps to prepare the financial side of your business. You’ll need to:

  • Open a business bank account to keep your business and personal finances separate.
  • Set up a bookkeeping system to track your revenue and expenses (you can use Excel/Google Sheets or a program like QuickBooks ).
  • Make a budget for initial operations , including event expenses, marketing, staff/contractor salaries, etc. 
  • Choose an events management platform to set up, market, and sell event tickets. Eventbrite is an all-in-one event management software with solutions for events businesses of all shapes and sizes.  

This is also the stage where you should consider whether you need to hire staff or temporary workers for your events and the financial impact this will have on your business.

Crowd at a live indoor event

7. Assemble your team

Hiring people to help run your events (or looking for volunteers) may be necessary, particularly for larger events. 

There are a few different approaches here:

  • Hiring employees is the most expensive, so it may not be a good fit if you’re just starting out. Employees may make sense if you plan to host frequent events (or if you need regular help with administrative, marketing, and management tasks).
  • Hiring contractors for specific events is cheaper, but finding the right people every time you need them requires effort.
  • Finding volunteers may be best if you are on a tight budget. Start with friends and family before broadening your search to people interested in your event type (a local trail running club might be a good source of potential volunteers for a 5K race, for instance). 

If you can, keeping your expenses low at the start of a new business venture is wise. Consider your short- and long-term costs when making hiring decisions.

8. Begin operations! 

Now it’s time to start planning, running, promoting, and managing events! Remember that you can post events to Eventbrite for free , helping preserve your budget to promote your event to attendees. Events with up to 25 tickets are free to host.

Invest time and resources into marketing your events as you run and grow your new business. Eventbrite makes social media and email marketing simpler with a host of tools like Canva integration (for designing promotional materials), customizable AI-assisted email templates, Eventbrite ads, social media ad tools, and more. 

Finally, don’t forget to track which promotional methods work best for your events so you can learn and tailor your approach as you grow.

Grow your event management business with Eventbrite

Owning your own business can be exciting, fulfilling, and, yes — a bit scary! But with the right team and the right tools on your side, you can grow your business to its full potential. 

With Eventbrite, you can manage your entire event management process. Plan events, sell tickets, engage with your community, manage marketing efforts, and much more — all in one place.

Comprehensive event management all in one place

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about the author

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Laura Bennett

Laura Bennett is an accomplished freelance writer who specializes in project management, SaaS, eCommerce, and hospitality topics. She’s written for well-known brands such as monday.com and ActiveCampaign. Before embracing a freelance career, Laura worked as a marketing and events executive, where she spent years planning and managing corporate events. When she isn't writing, she loves to be outside either swimming, hiking, running, or admiring people's dogs (without being weird about it).

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Event Management

How to Start an Event Planning Business from Home

Becki Cross

January 22nd, 2022 at 9:30 AM EST

how to start your own business in event planning

Many Event Planners start out working from home. This can be a great model for setting up an event planning business as it keeps overheads down in those critical early stages of trading and can maximise productivity. If you are considering whether it could work for you and how to make a success of it, here are some things to think about.

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When I set up my Event Management company over 14 years ago I started working from home. It seemed like a natural choice and it meant that instead of worrying about paying expensive office rent in the early stages I could focus on building my business. It worked for me and I worked from home for over a year before outgrowing my home office and renting an office.

Many other Event Planners, Wedding Planning and Freelance Event Managers report the same and find it a workable solution for them – either for the short or the long term. Others just don’t seem able to imagine the realities of working from a home base and I have been quizzed and insulted in equal measures by people trying to understand the intricacies of working from home!

This post is designed to be the ultimate event planning startup kit, for anyone wanting to start their own event management company . These are the chapters you will explore:

8 Compelling Reasons You Should Start an Event Planning Business from Home

A quick guide to setting up your event planning company: follow these easy steps, start now: get your free event planning business plan template, 9 secrets to nail your business name without delay, the no $%^& guide to startup costs for an event planning business, how to create a cash rich event business in 2020, carve out your niche: proven strategy to increase your business earnings, 6 steps to boost your event business’ sales on a tight budget, 100 effective ways to attract more clients and grow your event planning business (when time and money are in short supply).

  • Important Final Advice for All New Event Business Owners

What makes you relevant in 2020? We reviewed 350 event planning job postings to find the skills needed to succeed. Download the free report.

how to start your own business in event planning

Perhaps you are currently employed but want to test the water by starting to develop your own client base and run your own events for people? You may be part of the rise of 5 to 9 entrepreneurs – those that work evenings and weekend to get their own business off the ground.

Or you may have decided that you want to be your own boss and are simply itching to go it alone?

Are you worried that you will struggle or that it will be too big a leap?

Here are eight things to consider if you are looking to start your own Event Planning Business from home.

An Event Planner can work from almost anywhere if you have a laptop, internet and mobile phone. Most important are your personality and event management skills. Starting out by working from home keeps costs lower as renting office space can be a huge outgoing for a fledgling business and you may not wish to be tied into a long-term rental contract from the outset.

Starting from home gives a new business the best possible start during those important early months.

how to start your own business in event planning

Au Revoir Work Commute!

Commuting to work every day can be time-consuming and stressful in terms of both time and travel expenses, and is a part of the day that fills many with dread. By working from home you are not only potentially saving on your monthly travel outlay but you are probably removing the big city temptations which are so easy to fritter away money on (coffee, cake, and other high street temptations). Most important though you become more time rich.

If your daily rush hour commute was an hour each way this gives you the chance to extend the productivity of your working day by a whole two hours (if you want to) in the blink of an eye!

Set up a specific workspace which can be your dedicated work area. Ideally have a room that you can close the door on at the end of the day, rather than being reminded about the mounds of paperwork on your desk and hearing the phone ring after hours!

You can design the space based on your work preferences. Perhaps you want to use a room with a view or perhaps staring at a brick wall would be better for your concentration. Think about what furniture you will need to work – desk, chair, phone, answer machine, shelves/filing cabinet, etc.

Just because you are working from home doesn’t mean you should be any less disciplined. As well as working set office hours some people still choose to dress as if they were still going to an office job every day. In a creative industry such as the event industry, I don’t necessarily agree with this – it makes sense for me to dress more casually on non-client facing days at the office – but do whatever works for you.

When working from home the most frequent questions I used to get asked is “how do you concentrate on working from home with the lure of daytime television?” and “do you work in your pajamas?”

I think people that asked these questions completely missed the whole point that you are WORKING from home. If you are working for yourself it means that if you don’t work, you don’t get paid! It is up to you but no one else is going to pay your salary for you. Furthermore, in my experience running your own business keeps you busy, busy, busy. Organizing events is a time-consuming operation and organizing events and running your own business doesn’t give any time for slacking!

I actually found the opposite in terms of discipline – it is actually hard to switch off and working from home can fudge your work-life balance as the lines are blurred between the two. Whether you struggle to focus or struggle to switch off though discipline has to be key!

One of the things we struggled with as our business grew was storage space. We invested in bigger and better printers, event equipment, marketing materials, banners and so forth, but this investment also takes up space. Furthermore, our regular clients increasingly wanted us to hold some of their materials and branded items between events which put a further strain on storage space.

When event boxes of literature started taking over the lounge every time we had delegate folders to collate ahead of an event we realized it was time to move to a more purpose-built office solution. Perhaps this is less of a problem today when less information is printed and more is presented digitally for events, but nevertheless, it can add up.

Client Meetings

I find that many of our clients prefer us to travel to their offices to meet but if you ever need a space to meet and your home office isn’t large enough/suitable enough there are plenty of coffee shops, hotels and meeting places which offer a convenient place to meet face to face – so this need never be a concern.

Flexibility

One of the biggest perks of working from home is the productivity element. As event deadlines get close hours are often long for an event planner and it is great to feel safe in your own home and able to carry on working for as long as you need to. Likewise, if you have international conference calls across time zones it is convenient to be able to do this from the luxury of your home office.

 Home Working Perks

Don’t forget to update and take out the relevant insurance policies as you should with any business working from a home or office base.

There are however many other perks to working at home too – for example paying no or reduced business rates, tax relief and off-setting a percentage of your household running expenditure through the business. These elements will, of course, vary from country to country so do look into the realities of this before you take the plunge.

how to start your own business in event planning

There are a million and one things to think about if you are considering starting your own event planning business. Whether it is a distant dream or almost a reality, here are 22 steps you need to take to set up a successful event management company.

Starting up an event planning business is not a decision to take lightly. It is a major decision which impacts not only on your life but also on your family and others around you. At the same time, if you are passionate and determined that this is the right direction to take you shouldn’t take no for an answer – go for it!

Although 80% of businesses survive the first year, almost half no longer exist after five years and only one-third make it past their tenth anniversary (source: Bureau of Labor Statistics ). Interestingly, major economic downturns don’t seem to impact the survival rates for new businesses and these stats have remained remarkably consistent over the last two decades.

As one of the one-third of businesses that have survived past the ten-year mark (my event management company was established in 2004), we wanted to create the ultimate useful reference guide to help others take those important first steps to being their own boss.

Starting a new business is definitely not the easy option or a ‘get rich quick’ scheme. It is a high risk, but potentially high reward strategy over the long term.

how to start your own business in event planning

Here are the details and the process you will need to follow before officially launching your event planning company. There are lots of things to think seriously about and we have flagged essential action to take for each step. Read, digest and bookmark this article for a blueprint of how to prepare to launch your business and ensure the best chance of survival.

Gain Varied Event Planning Experience

how to start your own business in event planning

The more event planning experience you have the better the service you are going to be able to offer your clients. This isn’t just limited to event planning skills either, any business skills and experience will make you a more rounded business owner. Jump at any opportunity to get paid or unpaid work experience. Use this to learn the things that work and the things you would do differently.

If necessary teach yourself how to use tools that will benefit you as a small business. Today, many of these programs are available online and there is a wealth of video tutorials and written content to help you learn how to use them.

Be confident in what you have to offer:

  • Before taking the plunge, make sure you have gained lots of event and administration experience and are confident with planning events independently.
  • Identify any gaps in your skillset and work hard to strengthen these areas through paid work or volunteering.
  • If you need to keep costs down, teach yourself core skills that you will need, such as email marketing platforms, survey tools, accounting programs, design systems and website building.

Undertake Market and Competitor Research

The first thing you need to establish is if there is a definite requirement for the services that you want to offer. Instead of just believing it is a good idea you need to do some actual research to confirm this.

This information can be difficult to find and you will need to refer to lots of different sources to try to get a reliable picture. Look into public data, reports and analysis on the web, talk to people and try to undertake a focus group and individual phone calls with those that you are looking to develop relationships with, to determine evidence of a need.

how to start your own business in event planning

Scope out the market through researching:

  • Log the number of competitors there are in your area.
  • Note the similarities and differences in the services they offer, compared to your business idea.
  • Analyze and monitor the number of tenders and opportunities issued for event planning services over a certain time period.
  • Speak to companies who issue these types of opportunities to determine what their frustrations are with the current offering and what is lacking?
  • Calculate how many businesses operate within your target geographical area and business sector.
  • If you can track it down, find national and local figures in terms of expenditure on events. Your local university is often the best opportunity to find out such data if it is not available online.

Identify Your Strengths (and Weaknesses)

how to start your own business in event planning

Consider whether you are looking to offer a broad, full-service event management company or focus specifically on producing a specific type of event or a specific target market. Although it is tempting to try to offer everything to everyone in order to secure the maximum amount of business it may be that this is actually reducing the amount of business you secure by appearing like a “jack of all trades, master of none”.

If you can, focus on your strengths so you can tailor your marketing and all efforts to attract the right type of business from the start. For example, you may decide to specialize in conferences or exhibitions or party planning. Each of these areas is likely to require a different brand and language to attract the right clientele. The key is not to position yourself in too small a niche it is limiting but not trying to do so much that it detracts you from your real passion and focus and puts you outside of your comfort zone.

how to start your own business in event planning

Work out your passion and superpowers:

  • List the core areas where you know you have an edge. This should include the types of events you are most confident and passionate about planning or expert knowledge of an industry or subject.
  • Analyze whether your specialty is broad enough to make a living from or whether you need to go wider.
  • Also, be honest and consider what your weaknesses are. If you have gaps in your skill set and are not confident managing large-scale events in specific areas, be honest with yourself. It is important to consider what you won’t do. Running a music festival requires very different knowledge, contacts and skills than organizing a trade show. If there is a specific genre or size of event that would push you outside of your comfort zone or take you too far away from your true passion you are best to set your limits now.

Understand the Realities of Starting a Business

Think about how you are going to survive as it may take some time before money starts coming into the business and you still need to be able to pay your bills during this period. Many people start their business “on the side” during their free time, evening and weekends, whilst working for somebody else. This will obviously depend on the role you have currently to ensure that you are not in breach of contract – make sure you act ethically and fairly to your current employer.

Discuss your aims with your partner and family to try to prepare everyone for the change of lifestyle and circumstances. Working for yourself isn’t the same as working for an employer. The buck stops with you. You are likely to work the longest hours of your life, working 80 plus hours a week is not unheard of for business owners. Also, no work = no pay. Your salary is directly linked to the amount of profit you can generate.

Take decisive steps to work out a plan:

  • Calculate how much you really need to survive each month and pay your bills.
  • Save as much as possible to sustain you for the short term after you launch your business.
  • Look into alternative income options, such as a part-time job, support from your partner/family or a loan.

What Type of Business is Right for You?

There are many different types of organizations and you need to learn about the different entities to determine which is the right one for you. You might want to be a freelance event planner or to set up a company. The legalities will vary depending on the country you will be operating in too. We recommend that you take advice from experts if you are unsure.

Work out which business entity is right for you:

  • Know your personal liability in terms of different business options in case the business fails
  • Find out the setup costs, process, ongoing administrative commitments and growth potential of different business entities
  • Compare and contrast the tax implications of being a freelancer, compared to running a company

Decide on the Business Name

Think carefully and research your business name as this isn’t something you would want to change after launching. Look for any conflicts, which prevents you from using names already in use. Also, think about abbreviations to avoid any unfortunate shortenings.

Decide on a killer business name:

  • Brainstorm ideas
  • Share the best ideas with people you respect, including family and potential clients to see their reaction
  • Check whether the website and social media profiles are available for your shortlisted names

Within this post, there is a section dedicated to choosing event planning business names and offering further guidance on this.

Create a Business Plan

Creating a business plan is highly recommended to crystallize your aims and intentions for your company. It is a document describing your business objectives, financial forecasts and strategies for sales and marketing.

Opinions on business plans differ in terms of how detailed this should be. Whether you create a lengthy document of 60 pages, a couple of A4 sheets or write it on the back of a beer mat, it will be a good use of your time and enable you to speak more confidently about your plans and identify problems. Certain banks and investors would also need to see this document. It includes financial and marketing planning information, as well as the vision and mission statements for the company.

Information you should include in your business plan:

  • Your Vision for the Company
  • Mission Statement
  • SWOT Analysis
  • Financial Plan
  • Marketing Plan

Keep reading this post as we have a free business plan template for you to download and complete.

how to start your own business in event planning

Think Seriously About Investment and Funding

Is any funding available to you? Certain geographical locations may offer incentives or grants for new businesses, to help them start out, or your college or university may be able to offer support. The traditional route for business investment was always through banks or through an angel or investor, although there are many more opportunities and non-conventional routes available today, such as crowdfunding. You may even be eligible for competitions looking for the best startup idea to secure investment and TV programs such as Shark Tank and Dragon’s Den which give you the chance to pitch your business idea, or at least get some great marketing coverage to tell the world about your product.

Steps to take:

  • If you can you start your business without financial help this is always recommended as loan repayments are one less thing to worry about. Create a cash flow forecast to identify when the shortfalls may occur and if there are alternative ways of handling it, rather than a loan (overdraft, different payment terms with clients, negotiating credit terms, etc).
  • If you do need investment, make a list of all of the options open to you, interest rates, repayment terms, set up time and the pros and cons of each. Include less conventional options, such as crowd funding and pitching your idea on TV
  • Calculate exactly how much you need, what you need it for and when.

Incorporate/Register Your Business

Find out the process for formally registering your company and what information and format are required. This varies from country to country. In the UK, for instance, the government is keen to encourage people to go into business and so they make the process easy to reduce the barriers to starting up. You can complete a simple online form to create a company in less than 20 minutes.

Be prepared to formally start your business:

  • Complete, sign and return the necessary forms
  • Partners, Directors and the Company Secretary will also need to sign and complete the forms, if relevant to the type of business entity you are creating

Design Your Logo and Develop Your Company Brand Identity

When your company name is decided and registered you can start creating your company logo and branding. You might have to live with this for a long time, so make sure you are happy with your corporate identity. Tools and design packages are available if you have the skills to create this yourself, otherwise, a graphic designer should be able to create your company identity for you for a reasonable price. They can also design your stationery and business cards, which can be printed for a small outlay.

Develop your corporate identity:

  • Brand guidelines should be created, detailing the correct use of your logo, font, colors, placement and so forth
  • Consider how your logo will reproduce in different situations, such as reversed and on social media, badges, business cards, websites.
  • You will need your logo in different formats such as .eps, .jpeg and .png.

Set Up Your Website and Social Media Accounts

Check your website domain is available and purchase it when your company name is agreed. It is also worth reserving the handles on social media channels too, even if you don’t yet want to start completing your profile details actively posting from the accounts. Aim for the same handles across all networks for consistency.

Sort out your online presence:

  • Populate your web page and social media channels as soon as you can. Even if it is just a holding page and ’coming soon’ message it lets people know plans are afoot
  • Get friends and family to follow you initially to boost your follower numbers on social
  • Start sharing useful content to start building more organic followers

Protect Your Business Intellectual Property

Protect your brand via trademarks, patents, copyrights, whichever route is relevant to your product or service. Take specialist advice on these matters to ensure that you are protected against theft and plagiarism. Don’t think that it wouldn’t happen to you.

Don’t get caught out:

  • Take legal advice to protect your IP
  • Don’t be afraid of asking people to sign a non-disclosure to protect your IP whenever sharing information and ideas
  • Trust no one

Set Up a Company Bank Account

When your company is registered you will be able to apply for your company bank account. This will need to be done face to face at your bank to verify your identity documents and to sign the relevant paperwork. Choose a bank account that matches your needs, for instance, do you need to deposit cash or take payments by card. If so they will be able to advise the best solutions available to you.

Choose a bank to support your vision:

  • Shortlist banks by thinking about your needs now and in the future. For instance, if you have ambitious growth plans you may want to choose a bank that approves a lot of business loans
  • If you need to visit your bank in person to pay in cash and checks, look at location and opening times
  • Check out the online banking process and if an app is available
  • Ask if you are allocated to a local bank manager or if all contact needs be via a call center

Confirm Your Pricing Strategy and Fee Structure

Thought needs to be given to your pricing and fees so you know how to answer questions about your costs. Although you need to know the specific details of an event project to quote accurately you still need to know your hourly and daily rates and to share them confidently. Consider whether you will quote on a fee basis or a time-charge basis. Other pricing methods you might consider are taking a fee as a percentage of the total event budget and taking a commission on any items booked related to the event. You may also want to offer set packages or have an introductory offer to entice people.

Get your price right:

  • Research your competitors to find out how they charge and an idea of pricing. It can be very difficult to gain this information but if you can get an understanding of how your closest rivals price their services it will be very revealing indeed
  • When you get an inquiry, make sure you ask lots of questions and get all the details you need to understand the project before quoting. Every event is different
  • Create a list of questions to prompt you to ask anyone interested in your services. Take down all the details to enable you to calculate and create a proposal to share with them

Market Your Business Like Crazy to Secure Clients

Try to work on securing some clients and projects before officially launching the business. Having one client already signed up was a great confidence boost when I launched my company and definitely a deciding factor to take the plunge.

Tell as many people as you can about your intentions, including friends and family. Although they may not directly need your services they may know someone else who does.

Perfect Your Elevator Speech

If you answer the question of what you do with “I’m an event planner,” you’re hitting a line drive to first when you could be going for home. Instead answer with something like, “I help medium-sized businesses make indelible impressions on clients and increase revenue through user’s conferences.” Now, I’m listening.

how to start your own business in event planning

People Buy People

It is easy, in business, to overlook the fact that we deal with real human beings. Real people can get lost between numbers, projections, ROI and profit margins, when really they are the most important thing keeping all of us afloat.

The importance of retaining a human connection externally with customers and clients and internally with staff and stakeholders, cannot be overstated. Successful connection is all about conversation, mutual understanding, and appreciation. If you don’t connect with the potential customer you are less likely to win the bid. We need to get personal, get real, and start an authentic dialogue to gain genuine trust.

That’s precisely what makes events so important. Events create the emotional energy behind the sale, the human experience element. And no-one at all, including those in procurement, really choose a logical sales choice. They make emotional ones – buying ideas. People don’t buy what you do, they buy why you do it, and the only way to truly engage people with that why, is to offer them a direct, human experience of your brand in real life.

how to start your own business in event planning

Arguably, the value of connection has decreased. Online, no real thought or effort has to go into communicating anymore, and it’s the same with the way brands operate online. With an increase in the ease of communication, there’s a decrease in what it actually means – making the individual feel important. Keep this in mind whenever you are creating a proposal, networking or pitching for new business and work hard to develop genuine relationships with your client.

Win favour and get clients before you launch:

  • Start networking, online and offline, and talking to people about your plans ahead of time to see their reaction
  • Create business cards even before it is “official” and connect with useful contacts via LinkedIn
  • Keep a list of potential prospects and be sure to let them know when you have officially launched
  • Perfect and practice your elevator pitch
  • Keep in touch and follow up with warm leads often; share an interesting article, send them a Christmas card. Don’t let them forget that you are ready and waiting

Take Out Relevant Insurances

Make sure that you are covered by the relevant insurances as soon as you start out in business. In the UK, for example, this may include public liability, employers’ liability, and business insurances such as professional indemnity, business and contents insurance. You may also need specific event insurance for different event projects. An insurance broker will be able to advise the specifics you need to consider within the country you operate in.

Protect yourself:

  • Take professional advice on the type of cover that you need
  • Get several quotes
  • Know the estimated costs and process for additional event-specific insurances you/your client may need

Decide on Your Office Location

Think about where you will work from. Do you really need the overheads of an office? Can you start out working from home? As we have already mentioned, there are a lot of benefits from starting out using a home office. Often meetings can take place at the client’s office or in a local coffee shop or hotel anyway so having a plush office is not essential. If you feel that it is really important to have an office consider hot-desking, a shared workspace or incubator unit where you will get to meet other business owners too.

Give it some thought:

  • If you can keep costs down and work from home then this is a wise decision, at least at first
  • If you think you will feel isolated or struggle to focus when working from a home office, look at flexible options for hot-desking and shared spaces which keep costs and contracts to a minimum
  • Compile a list of potential places to meet so you can always suggest a suitable location to a client

Purchase Business Equipment and Tools You Need

Starting an event management company has low barriers to entry as generally, it is a service based role, which relies primarily on your skills as an individual. As long as you have access to a phone, computer and WiFi you should be ready to begin! Notice will be required to install a phone line and WiFi to your chosen location though, so plan ahead for this before your launch date if you need any changes to your home set up.

Make a list:

  • List the essentials you need to start out. Cross off things you would like to have and focus on what you actually need
  • Identify milestones and rewards, such as, when we are paid by our tenth client we will open a bottle of champagne. Little incentives help you to be more aware of your achievements

Later in the post, we talk in more detail about what to do if you are looking to start a business with no money. For an industry like event planning, having little money is not necessarily a roadblock to starting your own business.

Identify People That Can Help You

For the foreseeable future you will probably be working alone, or perhaps working with freelancers on a project by project basis. You won’t have a large team around you, which you may have had in previous employment. Keep lean while you can – paying other people’s salaries is a big responsibility, especially when you are first starting out.

Sites like Upwork are great as they allow you to find temporary staff that have the skills you need and agree a set fee on a project by project basis. You can outsource legal contracts, copywriting, web design, video editing and any task you can think of. You can even hire a virtual assistant to help with administration or handle phone calls.

Locally, try to develop a network of suppliers that you know and trust so you know where to turn to for quotes whenever opportunities arise. Let them know that you are going solo and they may also be able to recommend you for projects they hear about.

how to start your own business in event planning

Think about ways you could work with others for mutual satisfaction and benefit. For instance, a nutritionist might partner with a gym to give her clients a discount, and the gym might have a reciprocal agreement for referrals with the nutritionist. Together they’re getting more clients by offering their clients more value.

Grow your support network:

  • Get to know local vendors so you know who to call on when you need quotes turning around quickly
  • Make a list of freelancers that you can contact and that you may need to work with on larger projects and when you get too busy
  • Get a feel for the type of skills and services you can access online through freelancer sites and the rates charged
  • Identify ways you can work with others to offer your clients more value

Officially Launch Your Business

When all these elements are in place the time has come to officially launch your business. People need to know that you are now open for business. Plan well ahead for this day and try to have clients on board even before your official launch.

The hardest step is getting your first client. With every client that you work with you are building a portfolio of achievements which can help you to gain further business.

Launch with a bang:

  • Re-contact everyone and anyone that you have spoken to during this process and let people know you are now officially open for business.
  • Get on Facebook, target your geographic area, start an ad campaign with $20.
  • Plan the best launch party you will ever plan and invite along potential clients. Show them what they are going to get if they work with you.

how to start your own business in event planning

Stay on Top of Paperwork and Accounting

how to start your own business in event planning

Any business creates a number of administrative duties, such as tax, accounting and legal reporting and requirements. There are a lot of things that need your attention when running a small business, which takes you away from doing what you actually love and are good at – event planning. Take care to stay on top of all paperwork and declarations relevant to your business and the country you operate in. Submit paperwork and accounts in a timely manner before deadlines otherwise you could be subject to fines.

Always cover yourself by having written contracts with all suppliers and vendors and freelancers so that there can be no misunderstandings or liabilities.

Get systems in place:

  • Note key deadlines
  • Create sample contracts
  • Find a simple accounting package to record all financial transactions – and a good accountant
  • Create invoice templates

Develop Your Business Opportunities

Be sure to dedicate plenty of time to developing and growing your business, otherwise, you will find that you complete your first projects and then have no more work on the horizon. Managing cash flow and the peaks and troughs can be difficult as you get to grips with being your own boss.

Think about the next steps for your event planning business:

  • Set up alerts or systematically check websites for relevant opportunities and tenders and get out there to network and meet people
  • Develop template marketing content and wording for proposals so you are ready to respond quickly as you find out about opportunities
  • Refine your pricing structure, fees and charges as you go along
  • It can be very lonely starting out in business so make sure that you have the opportunity to talk to other business owners, compare notes, solve problems and share inspiration
  • Get a business mentor to help guide you through this tricky beginning period

how to start your own business in event planning

When I was considering starting my own event management company I enrolled in a night class which helped me to create my own business plan. The tutors shared a business plan sample layout, as well as general advice and support about taking that important first step into being your own boss. I know how much this helped to focus my efforts on starting up the company and my aims for the future and so I wanted to share with you my own event planning business plan sample.

how to start your own business in event planning

What Makes a Good Business Plan?

There is no right or wrong answers for your business plan, it is unique. You can adapt the layout specific to your requirements. There may be additional information that you want to add in or questions that are not relevant to your business model. Regardless of the specifics you include and how many pages the completed document is, your business plan is what turns your idea into reality.

The most important questions that your business plan needs to address is:

What will make my event management company stand out?

How will my event planning business succeed when so many others fail?

The strongest business plans:

If you don’t have a problem you are solving, you are a minnow in a very large sea. As an event planner you could be rallying against “ho-hum events” or ensure “more revenue, less hassle” for annual conferences. People hire planners because they don’t want to deal with the details. They want the headache to be someone else’s. Demonstrate through your business plan how you will demonstrate this and take those things on so they can get back to business.

What is your value? What do you do differently from other event planners? Know your unique value to a specific type of client and explain it at every chance you get.

Communicate what you want to achieve so that any potential investors can see at a glance what your business idea is, without using any complicated jargon. Your plan doesn’t have to be long but it should establish the vision for your idea, your objectives, how you will deliver the plan and how it will make money.

how to start your own business in event planning

Know Their Market and Do Market Research

If you understand your market and the competition, you have a better chance of understanding the business need out there and how your business can position itself. Be clear about your target market Who will you be selling to? Why are you different to your competitors?

Are Realistic with Figures

It is difficult to be accurate and the numbers in the finance section can be scary but it is important to try to be realistic. If your business isn’t going to make money it is best to know now so you can refine your ideas into a viable business proposition. Likewise you need to identify how you will make a profit and the anticipated timescales for this. A strong financial business plan will be essential if you need to secure loans and investment, as well as a tool to keep you focused.

Revisit the Business Plan and Goals Regularly

Your business plan should be a working document, particularly in the important first stages of starting out in business. The process of thinking about and creating your plan is what will give you a competitive edge. Check back and revisit your plan regularly. Let the plan grow with you and your business to keep you on the right path.

how to start your own business in event planning

Download the event management business plan PDF below and create your own bespoke action plan for your startup.

Do you want to add this PDF business plan template to your own website? If so email [email protected] .

How to Set Up an Event Management Company from Home [Video]

Picking a name for your new business venture is highly important, as you want to get it right and select an epic company name that encapsulates your vision for the business. Deciding on event planning business names may be one of the final decisions you make, as working through your business plan will help you to define the vision of your new entity and therefore impact on the name.

Choose the right company name and ensure that your message and ethos are successfully catchy and well marketed and memorable for the right reasons.

Demand Attention

It’s ok to be different. Look at what your competitors are called and make sure that you don’t come up with a variation that could be confusing. Being outlandish or weird can actually benefit you when choosing a company name because they are more memorable, attendees will start talking about it and they will want to know the story behind it!

On the other hand, don’t push the boundaries too far if you want people to get your name right. I have lost count of the number of times we get referred to as Northern Events, as Events Northern is not the natural way of saying it.

Make It Snappy

Not only is a short and snappy name easier to remember and recall but it can make branding, marketing and signage a lot easier to accommodate as well. Shorter names that stick in people’s head are some of the best options that you can choose. Shorter names pack more of a punch.

Be Laser Focused

Are there gaps in your current event niche that aren’t being catered for that you can get across with your company name? Do some market research just for naming, as this can help you with marketing and focusing your demographic further down the line.

how to start your own business in event planning

Embody Your Ethos

Know and understand what you want to get across to potential clients before you start and try to embody that in the name. Also, remember that it is your message and style that makes your business unique, and that will help to put a creative spin on your business name.

Although it is hard, try to think long-term in terms of your name as you never know where your company will take you. This is something I have learned from experience as, at the start, Events Northern was always focused on events in the North of the UK, so the business name was ideal for our core focus. Over the years though, our business opportunities have become more varied and we do more national and international work, which isn’t just focused on the geographical North. Although this hasn’t held us back, it is also difficult to quantify the number of clients that have not picked up the phone and contacted us because of our name.

Seek the Truth

It can be very easy to be blinkered when you are deciding on something you are so passionate and invested in so asking for other’s opinions can be an asset, especially if you can’t narrow down your options to confirm the definitive name. Crowdsourcing allows you to get a view from real people; whether it is your family and friends or a focus group you can pick up on things you wouldn’t have even thought of and get a different viewpoint. Gathering impartial data and suggestions can also give you inspiration to evolve your ideas further. It is also a way to check for abbreviations or potential initial errors in the name that you can fix now rather than not noticing until further down the line.

The name is important, but telling yourself that over and over again will usually only lead to one thing, writer’s block and then you aren’t getting anywhere. For many people, it is not easy to come up with something creative and original within 5 minutes so these things take time, and most often you will have an “ah ha” moment when you least expect it. If you are struggling to get any ideas out, get a piece of paper and a pen (old school style) and free write for 5 minutes, write whatever comes into your head, literally everything; chicken, ghost, house, rain, whatever pops into your head and it can help to free up your creativity to get through writer’s block.

Expand Your Vocab

Creating a play on words is effective but you need the knowledge to do this, so pick up a dictionary or thesaurus and help to expand your vocabulary. You can use it to find synonyms of other words or expand your adjectives.

Triple Check Availability

This is the techy bit, check that the URLs and legal rights are available, nothing worse than coming up with the best name ever to find it is actually an obscure blog or failing company that you can’t use the domain name for. In some countries, there will also be restrictions on using certain names together which could lead to infringing copyright or naming patents.

If you are dead set on a name but have found someone else has the domain that you want, you can always contact them and ask them to sell it to you because while big brands and names won’t, there could be older websites or retired bloggers that would be happy to sell up and make a little money on the website they had 10 years ago, plus it can’t hurt to ask.

When you are set on a name also check the social media platforms to aim for consistency across the board.

Think Performance

Google can be a useful marketing tool to spread the word about your business but it is much harder to use if you have a lot of competition. Choose names that aren’t as popular, that don’t have common words in them or that make them specific to certain locations such as; Bonnaroo or The Kentucky Derby as these are more unique and you’ll find yourself higher on the search engine pages from the get-go.

A common question that we get asked is “how much money do you need to start an event management company?” The good news is that the answer in most cases is not much!

Starting an event management company generally has low set up costs compared to many other types of business. The essential equipment/elements you will need are:

  • A computer or laptop
  • WiFi access
  • Desk (or table) and chair

Things that will help but are not essential include:

  • Website (recommended)
  • Access to a printer
  • Answerphone/answer service
  • A vehicle (it is difficult to use public transport when you have event equipment to transport and need to be on site at 5.30 am)
  • Business cards

You may already even own/have access to these items. If not, all of these things should be easily within reach.

How to Start an Event Management Company with Little or No Money (Yes it is possible!)

When you are starting out in business (and even when you are established!) you should do everything you can to minimize expenditure. When you work for yourself it is true that every penny counts.

Absolute Essentials (Things you Can’t Skimp on) When Starting an Event Planning Business

If you have no money you can still start an event planning business, so long as you can start making money fast. Let’s talk through how you can start your business if you really have zero money, in terms of the essentials and the nice-to-haves we just identified.

  • A computer or laptop – more than ever before people own laptops and computers. Although it would be nice to have the latest PC or Mac, as long as you can access the internet, emails and basic programs, that is all you need. If you don’t have your own machine you will need to beg, borrow or steal one somehow. Consider a second-hand device or refurbished model if need be.
  • Phone – whether it is a cell phone, landline or VOIP phone system you need some way of calling out and ensuring that people can get hold of you. You probably already have some method of communication but consider increasing your inclusive call, text and data allowance if you find you are using it a lot more than before.
  • WiFi access – if you don’t have WiFi at home there are plenty of coffee shops and public spaces that offer it for free. And they can provide you with a table) and chair too if you need one.
  • Insurance – this is important and not something you can skimp on, but make sure that you get multiple quotes so you can choose the most cost-effective options. Be honest with your broker. Don’t exaggerate your business activities and turnover as it only means that you will pay more for your policy. Provide the facts and know that if and when your circumstances change you can alter your insurance cover. Request monthly payment plans, rather than annual policies.

How To Access Things You Need for Starting an Event Planning Business (Even When You Have No Money)

  • Website –  most domain names can be purchased for a few dollars unless they are in high demand, but through your research, you can avoid those. There are lots of free and low-cost website builders out there too, allowing you to create a simple website or holding page, without any web building skills. Alternatively set up a company page on LinkedIn or Facebook and refer people to there instead.
  • Printer – if you have fully embraced the digital age this one will not worry you but being able to print things you need can be useful to prepare for important meetings and live events alike. Of course, local libraries and print shops can print things for you, for next to nothing, without having to buy a printer.
  • A vehicle – being able to drive and having access to a reliable vehicle are things every self-sufficient event planner will need. If you don’t own your own vehicle consider hiring a car or a van specifically for event periods/
  • Business cards – business cards cost next to nothing nowadays and you can even design and proof them yourself online and have them delivered to you. Alternatively, create a digital business card or connect with people via LinkedIn instead.

5 Genius Ways To Quickly Inject Money Into Your New Business

If you are starting out and desperately need to bring some money in, there can be four ways to access funds quickly:

  • Have clients ready and waiting – this is the preferable and most organic and least scary way of starting out as a solopreneur. If you can have clients and projects ready and waiting for you as soon as you launch your event planning business it makes the transition from paid employment to business owner much less traumatic. This is the best way to avoid sleepless nights.
  • Register on virtual work sites – register your event planning, business admin and other skills onto freelance sites, such as Upwork. This allows you to bid and accept work around your other commitments.
  • Register with an agency and let contacts know you are available – registering for event work through an agency and letting event agency colleagues know you are on the market for event work can be a useful way to be in an event environment, following instructions from someone else and getting paid for it. Just because you are the boss, don’t think that working the registration desks at someone else’s event is below you.
  • Take paid work in a different field – consider taking on a part-time job where the hours and convenience can work around your new business. It might be in an unrelated field but at least having some income coming in can be one less thing to worry about.
  • Loan – it might be that you need to investigate a short-term loan, either from the bank or borrowed from friends and family.

Owning your own event freelancing or small business can feel like feast or famine when it comes to work, which means that managing cash flow can be a big challenge. Some days you’re turning it away because you don’t have the bandwidth and other times you’re worrying about having no projects lined up and how you are going to pay the bills.

Operating your own event planning business is wonderfully fulfilling but it also means you’re on the hook to market yourself while busy performing event services. You need to keep the flow of clients coming in. For so many freelancers and sole proprietors, it can feel like boom or bust. If that’s the case, one of the most important things you can do for your business is evening out that cash flow.

Balancing out your cash flow is one of the best things you can do for your long-term success as an event freelancer or small business professional. It’s a challenge but can be done if you look for the right kind of client and nurture that person and relationship. Here are a few ideas on how you can even out your cash flow problems and work peaks and troughs.

Startup Problems: Too Much Work and Too Many Clients

We get it. The last thing you want to do as an event professional who has feast or famine times is to turn away work. It feels almost painful when you know a few weeks or months from now, you’ll really need the income. But you also likely know that you can’t run yourself ragged forever. It affects your health and means you could be pulled in so many different directions that all of your clients feel the lack of attention. This will make it next to impossible to get good referrals from them so you certainly don’t want to do this. Instead…

Create an Event Co-op

Until you build a roster of recurring clients who keep you busy year-round, you will have hills and valleys, dearth and surfeit. In order to level that out, one of the things you can do is work with other event planners in a referral group. Just as a physician will provide a patient with a referral to another physician, you can do this with a group of event managers. Select a group of professionals you believe in and can trust. Remember, you’re telling clients and potential clients that these event profs are as good as you are. Make sure you’re not giving a bad referral.

You also want to ensure that this sort of relationship works for you too. If you’re referring clients to them, you’re hoping they will do the same for you when the opportunity presents itself. Make this clear.

You can also use the group to help increase your staff. If you’re afraid of losing the client altogether, take the client on and then work with your group to cover some of the other functions you don’t have time for. Pay them accordingly.

Let Them Go (for a fee)

This is a similar idea to the one above. If you don’t have time to take on the client, refer them to someone else but request a finder’s fee. While this is not customary in event planning, it’s not uncommon in other industries and a hungry event planner may be willing to give you a small fee for the referral.

If you find yourself doing this often and there’s a market for this type of service in your network, you may discover that you have a new business.

Set Up a Referral Plan

If you have several happy clients, now is the time to create a formal referral program. Ask happy clients to refer you to others in their network or tell your clients that you are accepting new clients for events in a stipulated time frame (like Spring of 2018). This helps you book up your calendar in advance, rewards your clients for the referrals, and creates scarcity when they see how far in advance you are booked. This drives people to book you early or ask for other suggestions, which can help you work your referral group as mentioned above.

Startup Problems: Balancing Out Cash Flow When You Have Too Little Coming In

Even the best event profs can have problems with a steady flow of clients. Whether it’s due to a cyclical economy or being new in town, you’ll likely face a lack of clients at some point. When you do, here are a few things that can help make up for it.

Hire a Virtual Assistant

With feast or famine, you can’t exactly hire someone. What would happen during the famine? But you also can’t grow your business without hiring someone. What should you do?

In this case of plenty, consider hiring a virtual assistant to allow you to bring in more work. You can hire them on a contingency system where they work on projects when you have the work. When you don’t they go back to serving other clients. There’s no long-term contract and you needn’t worry about paying them when you don’t have projects.

A virtual assistant is a safe way to take on additional work that will help you grow without taking the risk of another full-time, permanent employee. You can task them with researching potential new clients too, to hopefully help even out your flow of work..

how to start your own business in event planning

If you want to get your name out there in an area where you don’t have much of a reputation, consider volunteering on an event or in an activity that would give you exposure to your ideal client. Work hard and make an impression and your new network of people met through volunteering may just hire you. Don’t push your business on them. Simply look for ways in which to be helpful.

Get Clients with Recurring Events to Book Early

While it may not help you get paid any earlier, this tip can help you get your calendar booked early so you can worry less. And if you require a downpayment to hold the spot, you can get a little revenue coming in before the event. If you have clients with recurring events, give them an incentive to book you early. You’ll have peace of mind and you can pass along a small discount or financial incentive for them to get on your books for next year’s event this year.

Ask Your Network

If your event business is new or struggling, the easiest and least expensive way to grow it is through referral marketing. You never know who you know. Don’t assume your friends and family have no use for your services. Ask them if they need any help. Sometimes, someone has taken on more than they can handle and they need someone to finish the project. Other times, they have someone in their network who needs help with an event.

Most people would be willing to hire an event planner that a good friend referred them to, so get happy clients and attendees to talk about you. Our friends know us and know what we like. They wouldn’t steer us in the wrong direction. But it may surprise you to know that people will even make hiring and buying decisions based on reviews by people they don’t know. According to a study from Ogilvy, Google and TNS, 74% of consumers identify word-of-mouth as a key influence in their purchasing decision.

According to the Word of Mouth Marketing Association, one offline word-of-mouth impression drives sales at least 5x more than a paid mention does. Paid advertising may not be in your budget anyway if you’re just starting out but it’s reassuring to know it’s not the most effective way to reach your audience anyway.

Give those referring you all the information they need to make sharing it with their network easy. Make sure to thank them when they do and offer them a referral fee or thank you card or gift for their assistance if work materializes as a result. You can even offer a friends and family discount or free consultation.

how to start your own business in event planning

Join a Group

Join a group and get to know other people. In-person networking groups like your local chamber of commerce and others as well as virtual groups on LinkedIn and Facebook allow you to make connections with your ideal clients and other professionals who can help expand your network.

When you join a group, don’t hit them immediately with how desperate you are for a new client. Instead, look for opportunities to be of assistance and connect them to the people they want to meet or need help with. If you become a resource for others, they are likely to become a resource for you as well because they will begin to know, like, and trust you.

Become a Subject Matter Expert

As mentioned above, becoming a resource for people is a good way to get hired. That’s why becoming a subject matter expert is paramount to getting clients year-round. If you can become the noted expert in an area, book speaking engagements, publish about topics of interest to your ideal audience, write a book (or an ebook), post on sites offering your assistance or answering questions, following others on social media and joining in on chats and other discussions, you can quickly become known for your insights. When you do, people will approach you to work for them. This means less time spent needing to market your services.

Know one more benefit to becoming a subject matter expert? You can increase your pricing, which is another good way to improve cash flow.

Sell Something

Going off of the subject matter expert advice, look for ways you can expand your offerings and sell something. As an event professional, you are exchanging your time for money. You can make a very good career doing so but you can also exhaust yourself chasing the money and working the hours because you want more of it (to make up for times when clients are few and far between).

An ideal way to balance out cash flow is to produce something that can earn you money without you being involved. For instance, a book, product, or even a course can bring in revenue without an additional investment of your time. You invest initially in its creation because you do so on spec. Most likely you will not be paid to create it. But once it’s created, the revenue possibilities aren’t limited by the hours in the day. People can buy it (and pay you) even while you’re sleeping.

Offer a Smaller Service

You likely serve a particular audience and you’ve decided what they will pay. By setting your prices you have chosen to work with a client of a specified means or revenue. That leaves others out and that’s okay when it comes to booking events.

But a way to get more clients is by going into another market. This could mean taking on another niche or dropping your price. If you’re not interested in doing either of these things, try offering smaller consulting services. This would entail shorter stints, less work on your part, and a wider audience base. For instance, you can offer “day-of” event manager work on events. Some corporate people plan the events and then realize they don’t have time to manage them or need additional support. Or some people just want a plan they can follow. Their limited budgets may prevent them from hiring a full-time planner. You can fill that need.

Improve Your Existing Cash Flow

To improve cash flow, either get more clients, raise prices on your services, or change how you collect the money. For instance, adding a payment plan for large events that would bring in a smaller amount each month preceding the event would help, as would requiring a down payment to hold the date and another partial payment when they see your first plan or some other accepted milestone. Your final payment may be diminished but spreading out the payments would bring some stability to the cash flow.

Put on Your Own Events

Instead of waiting for clients to come to you, think about opportunities you can make a start on right away. You probably have event ideas which could be financially viable, so why not do them yourself? Of course, there is risk involved and investment needs to be secured but it can also potentially give you the biggest returns. You can start small and build the event year-on-year. Consider options such as crowdfunding to test the viability of the idea and reduce your financial risk. Look for in-kind sponsorship, partners, funding opportunities and ticketing to balance the budget.

Winning Out-of-Town Business

If business is really slow, think about if you need to widen your catchment area to look for clients a little further afield. Of course, the convenience factor drops and the travel time and expense increases when you are working out-of-town but if the demand for services is high elsewhere new contracts can be negotiated to cover these factors. Setting travel budgets and fees can feel a little overwhelming in the beginning, but they can still profitable course of action.

Know your worth. It’s non-negotiable. The only exception to that is if you have a potential client who will open up doors for you. In that sense being flexible in your pricing may just be the cost of doing business.

Getting Contracts Approved Faster

Winning a new contract should be a cause for celebration but it can soon turn to frustration when your client’s board or legal team are causing unnecessary hold-ups to the progress of the project (and the first invoice being issued).

Of course, people get busy. Email inboxes become overwhelmingly full. Forgetting to sign your contract isn’t a personal slight but it simply may have fallen off of their to-do list. Politely remind them every few days. Make sure the reminder that you set for the day before the deadline has a much more urgent tone.

If you’re worried about sounding pushy with these reminders, word each differently. But start with something along the lines of, “Just checking in to see if you had any questions about the contract. I’m eager to get started.” or “ Wanted to see if you needed anything further from me in order to get the finalized signatures. Please let me know.” Then as the deadline approaches, add more urgency and personalize the subject line.

Businesses need to know who they serve and what problem they solve. Building your event business is critical to paying the bills but if you’re selecting the wrong clients, numbers won’t matter. Attract the right clients and you’ll create a business you love. Attract the wrong ones and you might not be in business much longer.

A successful event business is about more than just numbers. Yes, numbers make the difference between a red balance sheet and one that’s in the black but there’s more to building an event business than just getting people who will pay you money. If getting bookings for events was all that mattered, everyone would be in business for themselves.

However, having the right type of client is as important as having projects that pay the bills because without good clients, you’re more likely to return to working for someone else. The wrong kind of client can be one heck of a headache so you want to make sure you attract the kind that you enjoy working with.

Don’t Try to be Everything to Everyone

You cannot please everyone, and trying to offer event planning services to everyone, no matter what their brief is, means that you are missing out on specializing on your strengths and developing your specific area of expertise.

Newbie event professionals who want to eat often take anything that comes their way, whether it’s the kind of work they want or not. They also try to be all things to all people because they worry that if they segment their marketing or target a particular niche, they’ll miss out on work. The opposite is true. You can’t market to everyone without weakening your message. Most people think choosing a niche is limiting. It’s not. It’s called specializing and specialists are worth a lot more than generalists. Ask a neurosurgeon. Selecting a niche to focus on can be the wisest move you make.

As personalization increases, niching will become an expectation much in the same way physicians select a specialty. Yes, some people will still be in general practice but those in high demand will specialize.

In a niche, you will be expected to:

  • Know your niche and keep up with its needs
  • Understand the specific needs and requirements of your clients
  • Participate in the social media platforms of the niche
  • Expand your niche as interests expand
  • Market to your niche
  • Cultivate a referral culture in your event planning business

Refine Your Marketing Messaging

how to start your own business in event planning

Determine who you want to work with and speak only to them. Once you know what you want and who you work well with, cast narrow not wide. Focus in on your ideal and turn away those who don’t fit it. Everyone will be happier in the long run.

When you personalize your marketing to a specified group of people, they will feel you are speaking just to them and will appreciate the personalized attention. You’ll then get to work with the type of client you want in the area you want. By doing so you begin to make a name for yourself among your ideal client type and they’ll share your information with their like-minded friends and peers, attracting even more of your ideal client.

Saying Yes to the Wrong Client, Means Saying No to the Right One

You only have so many hours in your day. Every project and client you choose, takes your time. If you say yes to one that isn’t your ideal, you’re taking the spot away from someone who is, and that someone could be the next email you receive. Pass on clients who aren’t your ideal. When you get your marketing refined to target your ideal client, you won’t need to worry about the others. You’ll receive a better referral and review if they’re in your ideal category because your services will shine.

But still, many businesses hesitate to narrow down prospects because they worry that means less potential clients. It does from a numbers perspective but it doesn’t matter. Let’s take a look at keywords to understand this concept. You can take a keyword and by using analytics tools see just how often someone searched for that term. In pay per click, some terms are more expensive than others to place for because they are popular searches. But that doesn’t speak to their value. In order to decide whether that’s something you want to pay for or not, you want to look at conversion rate. If there are only 1,200 searches of that term per year, but a large percentage convert, then you would be wise to buy for that term.

The same is true for niches. There may not be as many people looking for them but if those who are looking, are serious clients, that’s all you care about. You don’t want thousands of inquiries who want RFPs only to vanish in the night. You want people to self-select before they ask you to give of your most precious commodity – time.

how to start your own business in event planning

Fire the Mr. and Ms. Wrong Client

If you’ve already taken on clients who were not your ideal, finish up those events and walk away. It’s easy to agree to do another job for your less-than-ideal clients instead of worrying about where your next client will come. If you feel that pressure, resist and understand that taking on the wrong clients means that you’re going to end up with more of the wrong clients as they refer you to their peers. Think of the referral business like high school cliques. Jocks are generally friends with jocks and nerds with nerds. If you want to do business with nerds, don’t ask the jocks for referrals.

Be Brave and Get Known for Your Event Planning Niche:

  • Say no and walk away to clients you know are not a good fit. It may sound like suicide but you need to focus on getting to the right people
  • Trust your gut instinct more often
  • At the end of each project determine whether you should work for the client again. If it isn’t right, be brave and walk away

New Research Reveals the Most Effective Strategies Event Planners Use To Get More Clients

In January 2018 we conducted one of the largest pieces of event planning research ever completed. With 2,400 contacts and over 1,000 respondents. If you would like a copy of this research to publish it on your website, you can request it here:  State of the Event Industry Research 2018 .

45% of the event planners we surveyed told us that they have more clients than 12 months ago. 43% have the same amount and 12% have fewer clients. The outlook for the industry is looking positive overall.

how to start your own business in event planning

We asked event planners their most effective strategies to find new clients and the top strategy was networking face to face (66%), followed by social media (45%).

how to start your own business in event planning

In order to be successful in your event planning business, you need to learn to prioritize leads to understand who to spend your time with and who to let go. Since you can’t get a refund on precious time, you’re hurting your business if you waste time on the wrong people.

One of the most critical things you can do for the success of your event planning business, outside of pricing, is understanding the leads process. If you don’t, there’s a good chance you’ll either waste your time on someone who will never become a client or you’ll ignore someone who could be very good for your business.

If you’re unfamiliar with lead screening and prioritizing, it’s time you learn all about it. Here are the basics you need to know.

The Basics of Lead Prioritization

Prioritizing leads will not only help you spend time with the most worthwhile prospects, it will also increase your revenue because more of your time will be spent with those who are able to make a difference to your checking account.

Know Your Ideal Client

There is no way to prioritize a lead effectively if you don’t know who you want to work with. As we have already covered, you should identify your ideal client, otherwise, it makes it next to impossible to be effective in your lead generation. Select a niche to serve, or at least identify your ideal demographic. Do you want to work only high-end events or do you love family-oriented get-togethers? Or maybe there’s an industry you know well. Whatever it is, sketch out who your ideal client is and what they struggle with.

Know Where You Excel

Another way of narrowing down who it is you want to work with is knowing what you’re good at. If you are a whiz at last-minute soirees or you host amazing destination events, decide whether that’s something you want to specialize in.

Now that you know who you want to serve, you can go into prioritizing how to work the leads.

Attend to Inbound Leads First

While this is common sense, some event planners still forget this basic advice. Always work inbound leads first. These are people who have reached out to you. Most event planners understand the priority behind a contact form but fail to see that there are other inbound lead types. These could be people who stopped by at your booth at a show, asked you a question via social media or downloaded material from your website.

No matter how they approached you, the follow-up is critical. Check in with them periodically to see if you can be of service. Use drip marketing or a newsletter to stay in touch and remain top of mind so that when they need an event planner, they think of you.

Prioritize the Clicks

If you send out any sort of cold messaging via email or a newsletter, follow up with those who have clicked on any of these materials. If the person is someone who started as an inbound lead where they contacted you and were then added to a list, they take priority. Otherwise, anyone who clicks on your email or newsletter content deserves a polite, how can I help you? or would you like additional information/content? contact.

No one clicks out of kindness. If they click, they have some interest in you, your services, or your content. Ideally, you would have technology in place that could keep track of their activity history and you could analyze it for patterns. For instance, do they seem to click on a particular topic like corporate events? Then consider touching base and offering them your corporate events guide.

This will position you as an industry expert, understanding of their needs, helpful, and a resource to turn to for assistance. All of these things will bring them back when it is time for them to make a decision about their event.

Stalk Website Visitors

Assuming they have downloaded content from you in the past or are on your email list, you can track every time they visit your site (if you’ve invested in the technology to do so). Pay particular interest in what they’re downloading and the pages they’re visiting.

When you contact them to see if you can be of service, offer them a piece of content that is in line with their interests. Just make sure it’s not something they’ve already downloaded.

Pick Up the Phone

If you have absolutely no potential clients reaching out to you, it’s time to do some research and find events that may be a good fit for your services. You can contact businesses directly (for corporate events), inquire with other vendors on potential partnerships, or market yourself on social media, to name a few.

However you decide to do your own cold calling (or approaching), make sure you have your ideal client information at your fingertips. You do not want to approach someone just for the sake of getting more contacts in. Make sure they are good contacts and would make good clients and a good fit. Otherwise, you are wasting your time and theirs.

But what if you don’t have any of the technology set up? What if you just want to know how to prioritize leads that are all coming in the same way such as through a contact form? Keep reading.

Prioritizing Same Type Leads

Let’s assume all of your contacts are coming in the same way and you’re wondering how to prioritize and screen them so you’re not wasting your time with leads that won’t convert. The first way to help you prioritize is to create a contact form that tells you what you need to know before contacting them. These things include:

  • The nature of the contact such as question, availability, pricing, etc.
  • If it’s a question, allow them to type it in a notes section. If it’s availability, prompt them to add a desired date and size of the event. If it’s a pricing inquiry, ask them for all the details that go into your pricing analysis. That way you don’t have to contact them to get the basic information to answer their question. You already have it and can skip right to providing a response.
  • Their name and contact information such as company name, phone number, email address, etc.
  • Their budget. If you only work on events with a budget in a specified range, make this a must-answer question. It’s better to know ahead of time, even if it means some people drop off, than it is to spend your time with a person who isn’t your ideal client.
  • Type of event.

Remember that ideal client list you made and the demographics you laid out? Use that to prioritize incoming leads or contact forms. Ask yourself the following questions:

  • Is this person in my ideal demographic?
  • Is the type of event they’re interested in something I like to do?
  • Does their budget match my ideal event?
  • Will I gain exposure or networking benefits from being involved with this event? In some instances, you may decide to override your ideal client, budget, or event specifications because of the people you’ll meet or the exposure you’ll receive. This may be true of a philanthropic benefit, for instance.
  • Is there the potential for repeat business? Maybe they’re not your ideal budget but the repeat business involved in a recurring event may bring them closer to your ideal in the long run.

Content, Conversion, and the Sales Funnel

It’s important to talk about conversion, the sales funnel, and lead nurturing. Selecting an event planner is not the same thing as going into a store and buying a loaf of bread. When you want bread, you walk into the store and buy it. There’s very little comparison shopping done. A quick scan of the shelves and that’s it.

On the other hand, there could be a very long sales cycle in selecting the perfect person to plan an event. The client could also be mid-cycle, meaning they don’t need a planner now but anticipate the need for one in the future.

This process of selection is often depicted as a funnel. A funnel starts with a wide mouth. If you’re marketing your services, you’re likely casting a wide net. (Although, hopefully not an immense one. You should be personalizing your campaigns based on your ideal client.)

Entice with Content

At this stage, people don’t know you or your business very well so you provide them with introductory materials based on their needs.

After digesting these materials, some people will decide you are not a good fit for their event. This decision is usually based on preliminary qualifications like budget and industry specialization. This elimination is okay because you don’t want to work with just anyone.

Is This The Start of Something Special?

Next, people now know a little bit about you and have decided you can handle their event but do they want you to? This part of the process is all about personalization and making connections. They have options when it comes to event planners. At this stage, they’re ensuring you are someone they want to work with.

Again, some people will decide you are not a good fit for them now that they’ve gotten to know you better. Maybe your personality and theirs don’t jive. Maybe they’ve found someone who knows a little more about their industry. Whatever the reason, don’t worry about it. This works both ways as you may decide you have no interest in working with them either.

It’s a Match!

The last part of the sales funnel is the narrowest. The potential client knows you can do their event, they like you well enough to give you the opportunity, and now they’re just narrowing it down to a decision. Remember, that decision could mean your competition or it could just as easily mean forgoing an event planner altogether and doing it on their own.

At this stage addressing their needs is more important than ever. If you can provide a much deeper connection and understanding of their goals, they are more likely to select you.

So what moves people down the funnel? It’s not gravity. It’s a thing called nurturing.

You Can Do It

This is why prioritizing potential clients and leads is so important. The sales process requires a natural sloughing off of potential clients. Because of this, you don’t want to spend any extra time with prospects that won’t become clients. You want to recognize the potential of becoming a client as early as possible and spend your time with those people. If you spend your time with tire kickers who never convert to sales, you’re losing money.

Identify your ideal client so you can recognize them when they fill out a contact form or call you. Know the right questions to ask to identify them as such and don’t be afraid to say goodbye to those who aren’t an ideal fit. For those who are a good fit but aren’t ready to make a decision, nurture them until they are. Be a resource and you become a valuable ally.

Be a Client Magnet:

  • Use the tools detailed earlier to recognize your ideal client early in the sales cycle.
  • Provide them with helpful information to assist them in making a decision.
  • Stay in contact with them, acting as a resource.
  • Pay attention to how they are interacting with you.
  • Reach out to them on social media and share content that you believe they will find helpful. Share their content as well.
  • Have many resources on your website that are suited to all stages of the sales funnel so they can self-identify and continue their desire to find an event planner with your help.
  • Use a drip campaign or a newsletter to stay in contact with them as they make a decision.
  • Solve a problem for them.

how to start your own business in event planning

One of the most common questions we get asked at EventMB is how to get more clients. Whether you are a self-employed event planner or an ambitious CEO, clients are the lifeblood of the business. It seems to be a lot harder nowadays too since people are tuning out advertising. But it’s not hopeless. The good news is that many of the ways you can reach new clients are free (or inexpensive) to you, outside of the time it costs to perform them. Whether you are introvert or extrovert, there are plenty of ways to land new clients. Knowing your ideal client will help you recognize them when you see them. It will also help you understand which tips on this list will help you the most. Here is the biggest list of tips to attract more event planning clients and grow your event planning business.

The event industry is a service industry and event planning is a service which means:

no clients = no business.

You need clients to survive and we all want to gain profitable event clients. Here is a bumper list of ways you can improve your client magnet potential while business is slow.

how to start your own business in event planning

Create Happy Clients and then Ask for Referrals The primary thing you need to do, is to create happy clients and attendees. Without them, there won’t be any referrals even if you beg and plead – at least not the kind you want to be published. Find ways to delight and excite your attendees and clients as the basis for creating a referral plan. Once you have people who think you’re amazing, you can begin creating opportunities for them to share their love of your work.

Gain More Reviews of Your Services You want to make it as easy as possible for people to review your services so when you ask them to review your work, either refer them directly to the website that you’d like them to post the review on (such as LinkedIn or Facebook) or tell them you plan on posting it to your website and then get it up there as soon as they give it to you. This will make them feel proud to see their review on a site and will also give them something to refer people to in order to learn more about what you do and how you do it.

Get Reviews and Testimonials from the Right People Event planners can benefit from reviews from clients and attendees. But you can also receive persuasive reviews from vendors and people in the industry you’ve worked with. Anyone who has worked with you and benefited from your level of professionalism is a good ask. If you volunteered your services for an event, you can use them too.

There’s no easier way to get that review than to ask for it. Help them understand that you depend on word-of-mouth as a small business and it means a lot to you. There are very few people who will say no to an impassioned, yet humble, request. Just make sure you don’t ask when you’re delivering the bill. No one is in the mood for that.

Ask for Introductions and Pass it Forward This is one of the most awkward things for most event planners. It feels forced, but if you are confident in your services you should feel like you are giving each one of your clients an opportunity to help one of their acquaintances out by referring them to you.

Unless you ask you won’t receive. Always ensure that you “pass it forward” yourself too. If you bring business to your clients they will be eager to return the goodwill.

Be Yourself Be yourself, unless that self is standoffish and shy. In that case, be the opposite. But seriously, let the clients get to know you and open up to them. Don’t be just an event planner. Be THEIR event planner by connecting with them and caring about their lives as well. Someone who does more than just the service you hire them for is someone you want to refer to others.

People want to be helpful and refer others, but they won’t do it for just a mediocre experience. They want to shine in front of their friends and peers. If they have a great experience with you, they’ll gladly share, knowing they’re doing a service for their friends as well by introducing you.

Referral Incentives If you are struggling with natural referrals from busy previous clients then it may be beneficial to add a little more incentive. Offer your existing clients money off or discounts if they refer a friend and they are more likely to recommend you if they are getting something in return. For long-term clients or contracts, you could also offer discounted rates to their new referral as part of a loyalty scheme. The options for this are quite broad because you could base the incentives on the amount of work that they bring in and you may find that you need to do little else once this gets the ball rolling.

Know Your Demographic It is important to fully understand who you are trying to attract, what their preferences are and the best way to contact them. You will be looking to market your services in completely different ways if your demographic is 18-24 year olds compared to 50-60 year olds. Think about technology and social media, as well as more traditional marketing channels such as newspapers, leaflets and business networking.

Online Q&A Create a YouTube video or Facebook Live session where you answer frequent questions about your services so that people can put a face to the brand and make a more informed choice about picking you. You could simply sit and discuss topics that you have been asked (low/no budget) or you could invest in creating something which really shows off your brand and image if you have a little budget to play with.

Make a Package Bundling together various services can help to create a bigger sense of value to your client. Think about offering a simple package to entice more customers. Think carefully about what is and isn’t included though to ensure there is no misunderstanding. What opportunities are there to upsell the package?

Creative Sponsorship Sponsorship can help you increase your brand awareness and improve interaction with potential clients if done correctly. Sometimes you need to speculate to accumulate. Make sure you choose opportunities that are relevant to your audience and get creative so that you stand out from the crowd by showing why clients should pick you! As an event planner you might want to offer in-kind sponsorship – where you offer your services pro bono to run an event or a specific element such as the VIP lounge (instead of giving a financial payment). In return, you are listed and promoted as the sponsor and gain the perks that that brings.

Video Adverts Fewer people are watching live TV now and many are recording and skipping past the adverts. Not that TV adverts were probably ever within your budget anyway! Instead, make a video advert and share it via your social media accounts to your followers and potential clients. You could also use the video as a welcome or explanation of services when you get an inquiry. This is an effective way of showing off some of your projects and is much more engaging than an introductory email. Give it a go to see the difference in your client conversion rate.

Become a Guest Speaker As an eventprof you have a lot of expertise and experience that others want to hear. Some of the best ways of showing what you do is to discuss it and show them exactly how competent you are. Attend events as a guest speaker and you can discuss the problems that your services fix and deal with! The key here is to offer value within the talk itself, give good advice on the day and encourage potential clients to come to talk to you afterwards. Your professional knowledge is that carrot enticing people to come and strike up a conversation with you.

Host a Giveaway Everybody loves free stuff, and hosting quality and interesting giveaways is a quick way to get people involved and aware of your brand. It goes without saying that the more valuable and desirable the prize the more awareness and potential leads you will get but it is important that when using giveaways to attract clients, that you make the prize relevant to the services you’re offering. For example, you could offer taster sessions, event workshops or some of your services for free so clients know what they are getting and you know those that are entering are the “right” people.

Make Use of Trade Shows If you have the budget to participate, a trade show can be great for networking success, brand positioning and sales. Exhibitions bring buyers and sellers from your industry, or local area, together which means you have a good chance to meet long-term potential clients. Try to be innovative, stand out from the crowd and draw attendees to your exhibition stand to better your chances. Most importantly though make sure that you follow up on any promising leads promptly after the event, otherwise, your investment will be worthless.

Create Your Own Leads Sometimes clients are not always forthcoming and you need to proactively go out there and find them yourself. One of the ways to do this is to use platforms that have a lot of business information about people, for example, LinkedIn. You can see the company’s that you want to appeal to and their HR, PR or management department representatives and contact them directly for a more personal and innovative approach. This also helps to connect you to similar people that may help your business too, for example, new suppliers.

Hashtags There is a plethora of information on social media and it can be hard to get noticed without having to pay for adverts or to get your message out. Using popular and relevant hashtags on social media can be an easy way to get in front of potential new clients. Twitter chats can be a great opportunity and some chats are based on geographical location while others are based on different expert topic areas and interests. Keep your content and hashtags relevant and you might find that a retweet or share turns into a bigger opportunity. Resist the urge to do the hard sell on social media though. Focus on being genuine and striking up real conversations and relationships.

Business Cards Whether you still favor traditional paper business cards or have gone digital make sure you always have your details to hand for easy sharing. With more and more people storing their cards on their phone they are less likely to take and keep a business card, so have both options available if you can. Include social media details as well as traditional methods of contact.

Creative Partnerships Do you have a non-competing business that would work well with your own? Approach them to create great package rates that help you both. You can offer to refer to one another with paid incentives for referrals or even special rates of advertising in their shop or website. Clients want to know that they can get everything fairly easily and joining forces with other businesses helps to add value that can benefit everyone.

Talk About Your Business Every day let people know about your business and services. You would be surprised how little other people pay attention to your life, do your friends and family know and understand what you do? Would they recommend you? Getting clients can sometimes start at home by building your network outwards. There is a lot of event and client potential there, so make sure that you are the first person who pops into their mind in the circles they move in.

Business Deals Promotional offers and deals can get new clients in the door to show off your products or services and get them hooked. Some of the more successful deals prompt new clients into action straight away such as “limited time only” or deal limits such as “free consultation to the first 5 people to call/email”. This gives them more incentive to act and creates more of a buzz for new potential clients.

Long-term Pricing A lot of your business may be one-off or short-term event projects but include a long-term incentive into your pricing structure to encourage your clients to think ahead and keep them coming back. This could be an improvement on rates for next time as a loyalty bonus, or offering a long term service such as managing and updating their event social media channels for their event for 12 months when the next project is confirmed. It is easier to keep a client than recruit new ones each time so this could be a winning strategy.

Online Help Increase awareness for event consultancy and management services by helping others online to answer questions. Using sites such as Quora or Clarity can allow you to create a profile to showcase to potential leads that you know what you are talking about. You can offer your services to provide consultations or resolve questions for users which increases brand awareness and proves you know what you are talking about. You can also improve your profile with portfolio elements and add reviews from previous users you have helped to improve your status and make you more reputable. If you fill out your complete profile with all of your services and previous history it will make users more likely to come to you.

Get Personal On a daily basis, people have their inboxes and phones flooded with ads, cold calls, spam and junk and they can spot it a mile away. If you are working on a client lead then do your research, treat every client like a VIP and you are less likely to be added to the SPAM folder. Know your audience and it will foster a long-term relationship rather than seeing you as “just another brand”.

Press Releases Get some press.

With the increase of technology, eventprofs often overlook sending out press releases but this is a missed opportunity to secure local or national media coverage. If you have something newsworthy create a press release and send it out to the right channels.

It’s important to know, the press won’t think you landing a big client is newsworthy, but if you can, share the story in a frame that interests them (like event planner gives back to cancer patients through hosting events they missed due to illness), they might just cover it.

Press Opportunities Follow the #journorequest and #PRrequest hashtags on Twitter for opportunities to share your expertise with journalists writing specific features.

Help a Reporter Out Register on specialist sites such as HARO (Help a Reporter Out) to enable you to provide insight and put yourself forward as a reliable source to secure yourself media coverage. Getting a quote in a major newspaper goes a long way to establishing yourself as an expert in your industry. It is important to remember not to underestimate the power of traditional press and the kudos and reach they bring when looking for new clients.

Brand Ambassadors Another opportunity for event planners to consider is blogs and websites that are read and respected by your target audience. Perhaps you could submit a guest post offering some top tips or be featured with an interview. High traffic blogs may offer sponsored posts, reviews, banner ads and other opportunities.

Associations Join an association and get to know other event planners.

Join a chamber of commerce or networking organization In-person networking groups allow you to make connections with your ideal clients and other professionals who can help expand your network. You never know who you might meet.

Create relationships with business organizations Volunteer for your local chamber. They throw a lot of events. They could just end up hiring you or if not, giving you a great referral.

Volunteer for a non-profit Volunteering allows you to give back, gain more experience and potentially find opportunities for paid work in the future.

Partner with other event vendors Can you offer a package with an AV company, event stylist or other vendor that compliments your event planning services? By working together you can add value and involve partners that can market the package to their own networks.

Follow-up with past clients Check in regularly with past clients. You never know what ideas it could spark or how often it leads someone to say “I was thinking about contacting you about an idea I have…”

Ask if they are in need of your services, could refer you to a friend, or write/record a testimonial for you on your services.

Work with Venues Contact local venues and get on their preferred partners list.

Plan an Event to Show off your Skills If you want to attract more corporate clients set up a free business networking event to show off what you can do and bring together people who may want to talk to you.

Be a Mentor Just because someone is on the lower rung of the career ladder does not mean they are lacking in connections. Just don’t make your business the only reason you’re mentoring.

Partner with large event planning firms Large players in the industry will often pass on projects that are too small or don’t fit their ideal client spec. Ask them if they might refer them to you instead.

Make Proactive Approaches Contact companies with user conferences and ask them if they’ve thought of outsourcing the work. Be ready to break down the costs of doing so.

Industry events Go to trade shows or conferences that your ideal customer would attend then network like crazy.

Co-working Opportunities Contact your local co-working space. A lot of budding entrepreneurs have a need for event planners on a freelance basis. The co-working space itself may need one.

Free Consultations Offer a free consultation or a 15-minute planning walk-through of suggestions. Sometimes people just need to be pointed in the right direction and realizing the enormity of planning an event and their lack of experience might just get you the job.

Meet Small Business Owners Network with other event planners. Independent business can be filled with ups and downs when it comes to clients. Sometimes you have so many you need to turn them away, other times you wish you had some. Partnering with other event planners allows for recommendations in the case of overflow situations and vacations. Be prepared to do the same for them – pass on extra business when you get to that point.

Create a Course Create a course on UDEMY to showcase your planning skills.

Affiliate Marketing and Incentives Offer a referral bonus for past clients who refer you to new ones. Create an affiliate program with other vendors, software providers, or venues. Give free new client consultations to existing clients to give out to friends and colleagues.

Become an Official Event Partner If you have a large corporate client, inquire about how other departments in that company handle their events. Ask to be introduced to people who might benefit from your services. Look for ways to save the company money by becoming their “official” event planner.

One-stop-shop Connect with technology providers in the event planning space. This may seem like a far stretch but as companies are trying to differentiate themselves from others, they may want to become a one-stop shop for their customers. If a customer approaches them about software and also finds they need event planning, that company may be in a position to give them your name.

Get Known Contact companies with internal event planners and see if they are ever in need of short-term, consultant solutions. For instance, their event planner may be out on maternity leave and you could fill in. They may not think they need that sort of assistance but then a surgery or other temporary work issue comes up and guess who they’re calling?

Go Live Go live on Facebook. This video creation option expands your reach and you’re able to connect with people who may not usually see your content.

Speak at Business Events Speak at the chamber or other organizations whose audience could be comprised of people who would be interested in hiring an event planner. You most likely won’t be able to pitch your own services but the exposure presents you as an expert. They will likely mention your business in the intro or at the end. Ideally, your contact info would be provided so that people can follow up with questions.

Create a Follow Up List Don’t give up on leads. If someone contacts you for more information but doesn’t respond when you give it to them, reach out periodically with help and resources. They may still need you but have been too busy to respond.

Identify Ideal Clients Search connections of your past clients on LinkedIn that would fit your ideal client profile. Either ask your client for an introduction or reach out directly and mention you’ve worked with X in the past.

Build your LinkedIn Profile Rework your LinkedIn profile to detail the types of events you specialize in. If you turn up in searches more often, you’ll get more leads.

Thought Leadership Post industry thought leadership pieces that attract attention. Be controversial.

The Business Story Rewrite your website to include your story.

Email Signature Invite people to book their event with you on your email signature.

LinkedIn Groups Participate in LinkedIn groups for your industry niche. Do not sell your services, just ask questions, comment and be helpful to get noticed.

Get Social Create social media profiles on sites that cater to your ideal client. Post actively on these sites with helpful information and not sales messaging.

Paid Social Media Ads Run a social media paid ad campaign.

Retargeting Use Google retargeting to bring visitors back to your website.

Website Redesign Redesign your website with a fresher look.

Blogging Create a blog and post to it on a regular basis.

LinkedIn Pulse Post to LinkedIn Pulse.

Ebook Write an ebook, downloadable checklist, and/or a playbook for a successful event. Make it available on your website as a free download.

FAQs Create a FAQs page on your website using valuable keywords.

Tracking Get technology that helps you understand who has visited your website and where they went. Then create a content strategy based on what you see them doing.

Checklist Create an interactive checklist to help people plan different types of events and host it on your website.

Online Community Start an online community that fits your niche. For instance, companies that host events may need resources to help them do it. Be helpful and when they decide there’s no value in doing it in-house anymore, they’ll think of you.

Guest Blog Guest blog on a site that will be read by your ideal demographic.

Local Search Results Improve your SEO organically or through paid options. Just make sure that you are concentrating on local search if that’s who you work with.

Email Marketing Create a cold email campaign of people who employ event planners in your niche.

Social Search Search on social media sites like Twitter, Facebook, and LinkedIn to see who is asking about hiring an event planner.

Google Alerts Create a Google alert or use Mention to find people talking about keywords that matter to you.

Pinterest Create Pinterest boards as portfolios for your work or to capture your event visions. When people contact you, they have an easy way to see your past events.

Reviews Check out your reviews on review sites. If you have an office, you may have reviews. Make sure you know what’s out there. Respond to everyone who leaves you a review, even if the review is less than stellar.

Facebook Reviews Ask former clients to leave you a star rating on your business Facebook page.

Use Your Personal Network Share your business content with your friends and family on Facebook. Often people don’t realize what we do. When they know, they may bless you with referrals.

Different Service Levels Create multiple levels of service for potential clients. In economic downturns, people may not host as many parties or events. You need to safeguard yourself against these economic ups and downs by creating something even those with small budgets could use. This could be a product like an ebook on how to plan an event on a budget or offering a consultation-only service where you tell them how to do it in a consultative role but are not involved in the actual planning. These low-end budget clients may eventually convert to full-cost paying clients when the economy picks back up. But if they don’t you have found a source of revenue that requires very little effort on your part.

Drip Marketing Launch a drip marketing campaign to nurture leads until they are ready to make a decision.

Handwritten Note Take up the art of the handwritten note. Use them for thank you’s, introductions, referrals, and more. Your communication is bound to stand out.

Industry Article Write an article for an industry magazine, one that will be in the hands of your ideal customer.

SlideShare Create a SlideShare deck. SlideShare has a wide audience. Sharing your content there is another way to position yourself as a thought leader and expert in event planning.

Case Studies Create a case study of work you’ve done with past clients. Don’t just share how you made them feel but what you did for them from a number’s perspective. Use stats and revenue whenever possible but ensure your client is okay with airing those stats.

Gain Respect from Peers Share others content. When someone shares your content, you get notified of it. The next thing you do is visit that person’s page or profile. It’s a good way to get them to pay attention to you, if only for a minute.

Comment Along those same lines, comment on their content. This will help you build a relationship with them.

Round-up Posts Create a round-up post and include the content from someone you want to build a better relationship with. They’ll appreciate the share.

Opinion Piece Give your opinion on a blog post someone else wrote. Don’t be contrary but giving your view (or supporting theirs by adding to it) can help create a relationship between you and the author. When selecting the blog post, it’s best to choose a post written by someone who you would love to have as a client.

Creative Business Cards Have a business card that stands out. Whether you design it to stand out or it serves another purpose like a USB card or a business card that contains flowers seeds, find a way to stand out from the competition. This is a good idea because potential clients want to know an event planner is creative. A creative card will get their attention and make them believe that you can create a memorable event for them.

Work on Your Ideal Client Personas Work on your ideal client personas and then rework your marketing message to better appeal to your ideal client.

Network Online and Off Join a networking group, in person or virtual, preferably both. Be helpful, don’t sell.

Increase Your Digital Marketing You must have a professional website, social media presence (don’t forget the visual sites like Pinterest and Instagram), and a blog. These are no longer optional. They act as a front desk/receptionist even when you’re not “in” the office.

Provide Resources Create downloadable resources for clients and potential clients. If you’re worried people will use the resource instead of your services, you’re not providing enough value. Make these resources free for the cost of an email.

Build Your List Using the step above as well as subscribers to your blog and visitors to your site, give people the opportunity to stay connected with you through a newsletter. This will keep you top of mind and build your reputation in the industry.

Do Guest Posts or Podcast Interviews There are plenty of fledgling blogs and podcasts. People are always looking for content and guests. You won’t get paid but it will help get your name out there. Just make sure that you agree to do these things only for blogs and podcasts that appeal to your ideal client.

Participate on Social Media “Participate” does not mean drip (only) your content. Participation means active conversation. Yes, content is good but interactions are what will bring new clients to your virtual doorstep. Try participating in Twitter chats and reading other people’s blogs and commenting meaningfully on them. Remember that ideal client? Find them on social media and get to know them.

Always Follow Up Most people fall flat in this area so it’s easy to stand out. Follow up on referrals, comments, events, compliments, suggestions, contact forms, and any form of communication.

Client Feedback Surveys

Use post-event surveys not only as a way to improve but also as a way of engaging clients and creating a source for testimonials.

Educational Content

Create content that helps your client whilst presenting yourself as an expert in the field. Become your clients’ go-to for anything related to events.

Competitor Analysis

Use competitor whitespace analysis to work out what makes you different from your clients and focus on selling the things you can do that they can’t.

Highlight Innovation

Look for opportunities to highlight where you’ve used innovation to the benefit of clients. This shows that your finger is on the pulse and you have the necessary experience to put new ideas to work.

Send a Thoughtful Gift If you really want to make an impression with someone you want to work with send them a small gift. It doesn’t have to be anything flash, but ideally something thoughtful that they will appreciate. Of course, it doesn’t guarantee they will award you a contract but it guarantees that you are memorable to them.

Important Final Advice for All New Business Owners

One of the best things about being a business owner is that you don’t have to answer to anyone. Unfortunately, one of the worst things about owning your own event company is, also, that you don’t have to answer to anyone. Why? Because there is no one to stop you from getting in your own way.

When you work for a boss, and she sees you spending too much time on floor plans, which she can have her assistant do, and not enough time on meeting new clients, which is your top priority, she can haul you into her office and set you straight. “I don’t care how much you like doing floor plans,” she says, “the company needs you out in front of clients.”

But when you’re the boss, there’s no one to call you out and deliver the tough love message. And so, without any oversight, you spend even more time on floor plans than you would with a boss looking over your shoulder. When you wonder at the end of the year why your business didn’t make more money, despite all the successful events and happy clients, there’s a decent chance this is the reason.

Companies that have been successful at breaking into higher and higher levels of growth tend to be very good at policing how they allocate their time, particularly the time of the senior people. Too often, however, business owners gravitate to their comfort zone, which is usually not where your company needs you to be.

That’s the Entrepreneur’s Dilemma: the freedom from having a boss which is so enticing can also be the roadblock to your company’s growth.

How Do You Get Around This?

The first step is understanding where your company needs you the most. A good rule of thumb is listing the various tasks that need to be done, and assigning an hourly rate for what you’d have to pay someone on the outside to do that work. You as the owner should be spending the bulk of your time at the highest level tasks, whether it’s sales or design or managing your team. The lower items should be delegated to someone who can do them at a much lower rate.

Be Accountable

The next step is acknowledging that many people find it quite hard to police themselves, so you need an outside force. A mentor or consultant can help with this, but an often overlooked resource is your own staff. Whether it’s your partner (if you have one) or your assistant (or virtual assistant), enlist them in your efforts. Tell them, “I need to be focusing on the following areas to best grow the company. If you see me spending time on another area, and you’ve got it under control, let me know, as a polite reminder.”

Sounds goofy?

Maybe, but I’ve done it and it works.

In the beginning, people were hesitant to say anything, but I would catch them fidgeting and ask them what was going on. They’d respond, “Um, you remember when you told us to tell you when you were involved in one of those things that are not on your top priority list, and we should tell you when we have it under control? Well, um, we’ve kind of got this under control.”

There are only so many hours in the day, and before you think about borrowing or raising money to expand, make sure that your time is allocated to the highest possible uses that benefit the company. As strategies for growth go, this is the low-hanging fruit.

IN CONCLUSION

Starting an event planning business can be daunting and overwhelming as there are a lot of things to think about and decisions to make. If after reading this post you are just as passionate and determined as before then we encourage you to follow your dream and don’t look back.

how to start your own business in event planning

We hope that you are feeling inspired now you have 100 new ways to get more clients but the trick is, of course, keeping them and making sure they stay loyal. Ultimately, focus on doing a good job, offering a great service and experience to your clients and they will come back again and again and recommend you to others too.

Now onto you:

  • Do you have a tip to make this page better? Or an idea to add to the idea engine for how to attract more business? Send an email to [email protected] .
  • Do you have more tips and advice to add about starting an event planning business ? Comment below.
  • Do you have a colleague who may benefit from reading this page? Share it with them.

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When Tragedy Strikes at Events

The CEO of the software company Vistex died after falling 20 feet to the stage with approximately 700 audience members watching. Accidents happen. Do you have contingency plans in place?

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Poll: Skift Meetings Summit Participants Vote on What Defines Event Excellence

What turns a good event into a transformative experience? We showcased some of the best events of 2023 at our virtual summit and asked event professionals in attendance about what they’re doing to change their own approaches to building a community.

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How to start a party and event planning business

how to start your own business in event planning

Our experts

Written and reviewed by:.

As the nation emerged from the COVID pandemic, desperate to reconnect in person, party and events planning became a multi-billion-pound industry with plenty of demand across the UK.

Now, amid a cost of living crisis, there are a few emerging issues that new business owners need to stay aware of. Rising inflation means corporate clients are working to stricter budgets, while consumers won't be as easily convinced to part with their hard-earned money. That means the most successful event planning firms will be the ones that can offer a truly incredible and unique experience that stands out from rivals.

Luckily, with a clear concept, effective marketing and a few key transferable skills, you’ll maximise your chances of beating out the competition and finding success. That's where our experts come in.

We have been helping businesses to set up across tons of sectors, and we understand the challenges and opportunities that are ahead in the events industry. So put the champagne on ice for now, and read on to learn more about the costs, considerations and benefits involved in becoming an event or party planner.

At Startups.co.uk, we're here to help small UK businesses to get started, grow and succeed. We have helpful resources for helping new businesses get off the ground – you can use the tool below to get started today.

What Does Your Business Need Help With?

This article will cover:

Case study: above & beyond solutions, define your event planning business idea, conduct market research, come up with an event company name, develop your business plan, come up with a pricing strategy, understand the requirements, start promoting your event planning start-up, find suppliers and build contacts.

What does the future of the industry look like?

In order to combat the banning of in-person meetings, the events industry had partly pivoted towards online. The new fashion for virtual events has forever changed the way organisations will host and engage with their audience.

That's not to say virtual events are here to stay. Given the option, most attendees will want to go to a physical event – as most of us have been ‘Zoomed' out by pandemic working.

But digital events are a growing new branch in the sector which you should keep an eye on to ensure you stay ahead of the market and your competition.

Flexible working is also accelerating the trend. Corporate events will need to consider their employees that are still isolating and working from home. This means your business will need to provide online, offline, and  hybrid events solutions.

What COVID-19 rules do event planning firms need to follow?

From August 2021, all COVID-19 safety rules and regulations were fully lifted, which means that you don't legally need to require any specific safety measures from customers or staff members if you're planning to host events.

However, cultural changes have still taken place, including a new understanding about the spread of germs that public places can influence.

There are still some basic safety requirements that help to make your event attendees feel safe, such as:

  • Spaced out seating for social distancing
  • Hand sanitiser stations
  • Increased cleaning and disinfecting rota
  • Optional mask wearing

You could consider keeping these rules in place to help returning customers feel more at ease.

Sam Stockmans, founder of the newly found events services company Above & Beyond Solutions, has always had a passion for the industry.

“Everyones first nightclub experience is daunting, and I could feel that amongst my friends when we started going out. I wanted to put on parties and make it a more comfortable experience for everyone, so I started by organising 16+ nightclub events.

“I love the events planning industry, that ability to create moments for others through an event you are organising, there is no feeling like it.”

After dabbling in the nightclub events scene, Stockmans went on to organising exhibitions across Europe, before he decided to go it alone with his own venture, Above & Beyond Solutions.

In terms of the biggest challenges he's faced in his near 15 year career in the industry, Stockmans said:

“The biggest challenge is definitely standing out. There are so many competitors in the events industry space. You need to have a USP and you need to be able to sell it confidently.

“For us at Above, our USP is the level of service people receive. My team is made up of highly experienced professionals and creatives.”

And when asked about anything he wish he'd known before he started in the industry, Stockmans said:

“I wish I'd been less arrogant. I made mistakes in my younger years in the industry because I got ahead of myself.

Attitude is everything in this industry, and it will do any entrepreneur wonders to remember that, as the last thing you want is to burn bridges with other companies in the space that you will be frequently collaborating with.”

When it comes to starting an events company, you’ll first need to decide on the type of events services you want to offer.

Would you like to offer the full event planning service, organising every aspect of an event from inception to execution? Or would you rather focus on one or two particular skill sets? For example:

  • Event decorating
  • Corporate entertainment management
  • Event promotion
  • Catering (find out more in our guide about starting your own catering business )

It’s also key that you decide on the type of events you want to work on. In your early days, you’ll find it easier to market yourself clearly, attract customers and build the right skills and experience if you have a niche.

Events can be classified into four broad categories based on their purposes and objectives:

  • Personal events , such as weddings, birthday parties and family celebrations
  • Organisational events , such as commercial, political and charitable events, conferences and product launches
  • Leisure events , such as sports events and concerts
  • Cultural events , such as ceremonial, religious, art or heritage events

It’s advisable to pick a niche that you’re familiar with and already have a little experience in. If you come from a corporate background, for example, you may have a clearer understanding of what a successful conference looks like than a successful art festival. Remember, you can always take on more specialties as your business grows in size.

Tristan Johnson, founder of TYPE , which provides networking events “that enhance wellbeing and that millenials can afford”, believes drawing on your own experience of the events market as a consumer is a good idea, she says:

“As a young millennial entering the competitive job market fresh out of university, making valuable connections to progress my career was really difficult. Either I’d attend networking events that weren’t relevant for me or find myself spending far too much money. After chatting with a few friends who felt the same, our business model was created.”

NB: If you’d like to become a wedding planner, be sure to also check out our guide to starting a wedding planning business .

Bear in mind that, once you’ve come up with a concept, you should always test it to make sure it has a good chance of succeeding in the market. To do this, you’ll need to…

It’s really important that you understand both your target audience and your competition before you decide how to reach out to potential customers, settle on a pricing structure or – in short – do anything else.

Market research will help you to understand:

  • Who your competitors are
  • How you can differentiate yourself from them
  • How much demand there is for your particular event planning service
  • The type of people who are most likely to want/need your service
  • How much your target customers will be prepared to pay for your events, and whether you can make a healthy profit from this

To answer these questions, try:

Researching the competition online

Often a simple Google search will show you who the events businesses in your local area are, but the ONS, the FSB and the British Chambers of Commerce also hold more specific, publicly accessible information about different businesses.

Try to find out how your competitors operate, how big they are, who their customers are, how much they charge, and what their USPs are. Think about how you can bring something different to the table in order to compete.

Running an online survey

Online surveys are fairly cheap to set up, and you can also take to Facebook and LinkedIn to run questionnaires.

Ask people what they would expect from your events planning service, the budget they would have to spend on an event such as yours, how often they’d use you, what would make them want to use you, and anything else you want to know.

Holding focus groups

Essentially a face-to-face version of an online survey, a focus group gives you the opportunity to discuss your business with potential customers.

As well as asking the above questions, you can also talk more specifically about your own business, asking what they think of your concept and branding, and share ideas.

As fun a task as choosing a name for your party planning business may seem, it’s not something to be taken lightly.

Your name is the first thing most customers will hear about you, and so it’s important that it accurately represents what they can expect from your services. Plus, it needs to be something you’re proud to shout from the rooftops.

To come up with a name, try these tips:

  • Think of the type of events you want to plan and the style of service you’ll aim to deliver. Write down every word that springs to mind – no matter how obvious or abstract. The more, the better. Then single out your favourite words and explore them. Do they have synonyms that are better? How does it sound when you combine them in different ways?
  • Consider your own name. Can you name the business after yourself?
  • If you’d like your business to be one that doesn’t take itself too seriously, try thinking up event-related puns or phrases you might be able to use as a name. Just try not to be too cheesy!
  • Think about existing events planning businesses whose names you really like. Take inspiration from what makes them so great – but make sure you don’t simply copy them.

When it comes to coming up with a name, simplicity is key.

On the concept of coming up with a name, Stockmans says:

“Keep it simple, catchy, and memorable. Keep the name strong and simple, the strapline mission statement simple and the branding clear.”

If the name you choose doesn’t make it obvious that you’re an events planner – if you’ve picked a rather abstract word, for example, or are using your name – we’d advise adding a tagline. For example: Joe Bloggs – Party Planning.

Remember, your event planning business’ name should be:

  • Easy to spell and pronounce.
  • Original, and as unique as possible.
  • A good representation of the services you’re offering (don’t go for something jokey and fun if you’ll be planning serious corporate events, for instance).
  • Appealing to your audience. Ask target customers (whether through friends and family, an online survey or a focus group) for their honest opinion of your name.

Once you’ve settled on a name, you’ll need to check that it’s available – you can do this using the Companies House Register – and also check that it’s free to be used as a domain name for your website: for example, www.joebloggs.co.uk. It’s best to register your domain name as soon as possible.

If your chosen name is available, you’ll need to officially register it as your company’s name .

Your business' name will tie inextricably into your business’ branding as a whole. Its tone will be the starting point for how you design your logo, website, marketing materials and messages, social media posts and more – all together, this should convey the tone and purpose of your business.

Bourlet suggests that you create clear guidelines for targeting your specific target audience with your branding.

Getting professional help

Consulting a graphic designer may help when it comes to creating a logo and other visual assets. Finding yourself a graphic designer is a good creative opinion allows you to brainstorm with an expert third-party.

TYPE founder Johnston says:

“Once you have completed an in-depth persona analysis, ensure all of your work is aiming towards these individuals to gain the greatest results. Building out strong brand guidelines is critical, involving how you deliver your content, the tone of voice, the colour code used on the site and in all branding, and the persona you will be targeting with your marketing.

“Studies have shown our attention span is shortening so branding must be easily consumable, easy on the eye and fitting to your personal brand, be it premium, fun, colourful or sleek.”

A business plan is an important document that takes its reader through every aspect of a business – including how it will run, plans for how it will progress, and forecasts of what it will achieve in the future.

As well as something potential investors and banks will want to see, writing a business plan will give you the opportunity to break down and plan every aspect of your business step-by step – including details of your business model and pricing structure, a marketing strategy, plans for hiring staff in the future and those oft-daunting financial predictions.

Another great way to organise your business plan is to use a project management software. These sophisticated tools are aimed at delegation and multi-project management, and can help you stay on top of deadlines as you design your dream events business.

Check out our  free online comparison tool  to learn more about the providers available and their top deals and discounts.

A crucial part of your business model, to plan your pricing you’ll first need to decide whether you want to charge:

  • A flat fee for the whole service
  • An hourly rate for the time you spend working on the event
  • Commission-based prices

You should use what you’ve learnt from members of your target audience and your competitors to decide on which of these you’ll choose, along with the actual prices you’ll charge.

Remember, while your prices should be attractive to your target customer, they must also cover the operating expenses you spend on planning the event, while still leaving room for a healthy profit for you.

Work out how much it’ll cost you to put on an event based on your plans and ideal suppliers, and see whether you’d still get a decent margin based on what customers want to pay.

That being said, making sure you're giving your clients value for money is crucial.

Don't be afraid to adjust your offering if your pricing seems unreasonable. It may be that you need to re-evaluate how much you’re able to spend on pulling together the event or how many services you can offer as part of your package.

Qualifications

You certainly don’t need a formal education in events and party organising before becoming a party planner.

However, if you would like to study events management, you can:

  • Research your local colleges and universities, or online facilities like the Open University, to see whether they offer something that suits you.
  • Look into specialist event institutions. Event Academy , for example, offers four accredited event management courses which you can choose to undertake online or on a physical premises in London.

Or, as an alternative to studying, you can always build up your events experience (if you don't have any) by volunteering to help out at local events. This will give you a practical insight into the many cogs that form a single event, and you might be surprised at the level of graft involved!

Regulations

Follow this checklist to make sure you’re operating your business legitimately and without fear of costly legal problems:

✓ Obtain licenses

The licenses you need to operate your business legally will be down to your local authority or council (get in touch with them to find out which licenses you need) and also the venues at which you'll be holding events.

✓ Register as a sole trader

Unless you want to set up a limited company (though most start-ups don’t begin life this way), you’ll need to register as a sole trader with HMRC, and understand the tax implications of this.

✓ Set up a business banking account

This, plus you’ll need to get an accounting and cashflow system in order so you can easily manage invoices and outgoings. It’s a good idea to hire an accountant to help you out in the early stages.

✓ Prepare to take payments

Alongside your business bank account you’ll also need a merchant account. After a client pays you, their money will be held in your merchant account until it is approved by the client’s bank, at which point it moves into your business account – so it’s crucial you have one.

✓ Get yourself insured

You’ll need public liability insurance and professional indemnity insurance , plus employers’ liability insurance if you’re going to hire employees.

You might also need buildings and contents insurance if you keep expensive equipment at home or in an office, and vehicle insurance for any vans you use to transport materials to and from venues.

✓ Brush up on your health and safety

While the venues you hold events in will likely have their own set of generic health and safety regulations, it’s vital that you carry out your own risk assessments in advance of your events, detailing the hazards and controls for each.

So, learn how to write risk assessments and consider everything from trips, heavy loads and electric shocks to structural security and food hygiene.

Of course, it’s easy to blame the venue if something goes wrong – but it’ll still reflect very poorly on you if you’ve failed to recognise and manage a risk.

Now you’re ready to get going, it’s time to show your business to the public (and encourage them to use your stellar event-planning services). Alongside traditional techniques such as leaflet drops and putting advertisements in your local paper, you’ll want to try the following…

Set up a website

Having a website is vital for any small business. It’s a place to explain everything you offer, show off your previous projects, list your pricing packages and display your contact details.

It’s also an opportunity to prove that, even though your business is new, you’re a professional who knows exactly what they’re doing. So you’ll need to make sure your site is sleek and professionally-designed, with no spelling mistakes (an erroneous, dated website is a surefire way to turn off potential clients).

Unless you’re a web designer yourself, you’ll want to go with one of the two options:

  • Hire a freelance web designer to build your site for you. The benefit of this is that you’ll have an expert to discuss ideas with, but you may find that your designer charges for any changes you’d like them to make in the future.
  • Use a website building platform . These are often low-cost, and will likely give you more control over your site and a clearer understanding of how it works. Wix , GoDaddy and Weebly are popular options.

Your website should be in-keeping with your branding and appealing to your target customer, and you should adopt SEO best practice to make sure it ranks well when people search Google for a local events business.

If you need a hand setting up a website, be sure to check out our review of the top 5 web design companies in London .

Tom Bourlet of brands Fizzbox.com , which offers group activities and experiences for any event, and stag and hen party organisers The Stag Company and Hen Heaven, says:

“It is important to understand what terms you are targeting, the competition you are up against and what you can afford to spend on PPC (pay-per-click).

“When starting a new business, you can’t rely on organic or direct traffic, therefore PPC will be pivotal, and there will be a turning point where it goes from experimentation to profitable. For this reason, you need to ensure you have the funding to put into the ads, while working on the SEO and UX of the website.”

Websites are a great way to attract and retain customers, as they allow you to build a larger audience base from across the UK.

Read our guide to the  top 7 website builders for small businesses , to learn more about the benefits and methods to making your own online page.

Use social media

Social media is massive and if you’re not on board with the digital world then you will fall flat on your face. Get a good digital marketing plan in place with social media leading the charge.

With social media, you can get the word out about your business for free, sharing details of your services, special offers and – with your clients’ permission – images of your events to give potential customers an idea of what you can deliver.

In particular, Pinterest can be a goldmine for party and events planners. The image-based platform centering on inspiration and idea-sharing, Pinterest is the place to find people looking for ‘inspo' for their next big bash – and show them what you can do.

You might also find Facebook's groups valuable. Brides-to-be, for example, are increasingly joining locally-focused Facebook groups in which they can discuss and recommend local caterers, boutiques, planning services and more. Try joining up to relevant groups and sharing a tailored special offer with members.

Of course, there's no point in spending energy and resources maximising your Pinterest and Facebook profiles if your target market don't spend a lot of time on them.

Instagram is integral to many businesses success, be sure to check out our extensive how to use Instagram for business guide for everything you need to know.

Send emails

Sending engaging marketing emails to both customers and those who have expressed an interest in your services is an excellent way to communicate with the public, sharing updates and special offers, encouraging engagement with your business and keeping interest high.

A CRM (customer relationship management) system will help to streamline this process by personalising emails to make customers more inclined to read them, automating email sends, collating customer data and more.

Attend fairs and exhibitions

Some events, such as weddings, often have regular fairs and trade shows where small businesses like suppliers and party planners can host a stall and show off their products and services to visitors.

This is a great way to get your service in front of the people who need it. Furthermore, chatting face-to-face with potential customers will give you a unique opportunity to explain what you can offer to them specifically. Plus, they’re more likely to remember you if they’ve had a friendly and promising conversation with you.

Make sure, though, that you have professional business cards and leaflets printed so you can give them something to remember you by.

Try cross promotions

Seek out other small businesses in the events industry and see whether you can partner with them to create a promotional offer that you’ll both benefit from.

For example, a local independent caterers and offer a discount from both yours and the caterer’s prices to those who use your services and select that caterer.

As the old adage goes, it’s not what you know but who you know that counts. When it comes to events planning, what you know is obviously crucial – but you’ll also find having a portfolio of industry contacts very useful.

Of course, finding the right suppliers for each event will mean carefully considering your client’s wishes and budget. But building relationships with reliable suppliers will give you options right off the bat, saving you time – provided they fit the requirements.

If you’d like to plan weddings, for example, having contacts at catering companies, local venues, entertainment providers, et cetera will prove handy. If you’re specialising in corporate events, you may need to find contacts at banner printing companies, potential sponsors and more.

Here are a few ways to start building up that contacts book:

  • Visit online event supplier databases . Alive Network , for example, lists thousands of UK event entertainers and suppliers along with reviews and prices.
  • If your competitors run public events, see if you can attend them. Make a note of who they’ve used as a caterer, venue, equipment supplier etc. If any suppliers or sponsors are present, get talking to them and ask for their details.
  • Attend trade shows, seminars and exhibitions where suppliers will be showcasing their offerings. 
  • Join local events groups on social media , where professionals share details of the companies they’ve worked with. Be proactive, joining in with discussions and asking for opinions.
  • Use your personal network . Use LinkedIn to the full as well, make new connections daily and interact with them if only to simply introduce yourself.

As you build your network and liaise with suppliers and customers, you may want to consider getting a business mobile to separate your business dealings from personal calls (more information on our page on business mobile phone contracts .

What's next?

The party and events planning market is hugely competitive, but with the tips, tricks and tools in this guide, you’ll set yourself up with the best chance of success.

Want to get started on building your business now? The first step to opening any business is sourcing finance. O ur  free online comparison tool  can help you to compare the best business loan providers across the UK, and get refreshingly honest quotes for early-stage finance.

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How to Start an In-Person Event Planning Business in 2024

February 20, 2024

Posted on February 20, 2024

How to start an in-person event planning business in 2024.

From lavish weddings to cushy corporate Christmas parties, everyone loves a big, splashy event. Of course, the best events require significant front-end planning , ensuring that everything from the venue to the menu is up to snuff.

If you love big events, are gifted in organization, and long for a truly creative and personalized line of work, starting an in-person event planning business may be right up your alley. But what steps do you need to take to get your company off the ground? And what are the key legal and financial considerations to make on the front end?

Table of Contents

Event Planning 101

We’ll get into all of that, but first, it might be helpful to summarize exactly what an in-person event planning company is. 

When you run an event planning company, you work with individuals, families, and business organizations as they seek to plan and execute large-scale events. Again, think weddings, big birthday parties, corporate soirees, and more.

There are a number of responsibilities that fall to the event planning company. A typical list of duties includes:

  • Scouting and securing the ideal venue .
  • Offering multiple venue, catering, decorating, and entertainment options to the client, allowing them to weigh in on preference and price point.
  • Creating and sticking to a budget, with the client’s approval.
  • Ensuring that all local laws are upheld, particularly with regard to alcohol service, venue occupancy, etc.
  • Coordinating with all vendors to ensure the most seamless possible experience for attendees.
  • Providing troubleshooting and logistical support during the event itself.
  • Giving vendors the necessary information regarding attendance numbers, dietary preferences, and the like.

There’s a lot that goes into in-person event planning, and to thrive in this field requires you to be gifted in communication, problem solving, time management, organization, and beyond.

What are the Steps for Beginning an In-Person Event Planning Company?

If you’re interested in launching your own bespoke event planning company, there are a few steps you’ll want to complete.

1) Cultivate experience.

To succeed in this business, you’ll need to have a full portfolio of skills. And, you’ll need to be able to convince potential clients that you have the expertise to pull off their event. One way to get both of these birds with one stone is to develop plenty of industry experience on the front end.

Getting entry-level work or even securing an internship with an event planning company can go a long way. It may also be worthwhile seeking a degree in event management, hospitality, business, or another relevant field.

2) Establish a vision.

Not all event planning companies are created equal. Before you get yours off the ground, it may be helpful to articulate exactly what you’ll do and how you’ll define success. Your business vision or mission statement might include:

  • A set of values you’ll try to uphold.
  • A general list of the services you’ll provide.
  • A summary of your target market or key demographics.
  • A summary of the type of experience you want your clients to have.
  • Some reflections on what will set you apart from your competitors.

A good vision document can provide guidance as you build out your event planning business.

3) Conduct market research.

You can do this step in conjunction with the previous one, as your vision statement may be influenced by your market research . Certainly, you’ll want to have a good sense of local demographics before you define your target audience. Also make sure you consider things like dietary or religious preferences that might be common to your core audience; these factors may include the way you run your business.

Be sure to also research competitors. Keep a list of the biggest event planning companies serving your areas, and be strategic in how you articulate your distinct value proposition.

4) Make a business plan.

Your business plan is a bit more concrete and a bit more specific than your vision statement. It may include such data points as:

  • Clearly defined goals for both the long-term and the short-term.
  • A timeline for when/how often you’ll review your business plan, making revisions as needed.
  • A summary of your staff infrastructure, along with basic allocations of duties and responsibilities.
  • A basic financial summary, including your source of starting capital, accounting system, a budget of monthly expenses, and revenue goals.

5) Invest in marketing.

Your event planning company will likely grow largely on the basis of word-of-mouth buzz. With that said, there are some important marketing investments you’ll want to make, over and above individual referrals. In particular:

  • Make sure you have a website that’s mobile-friendly, fast to load, and easy to navigate.
  • Set up shop on image-heavy social platforms (think Instagram), uploading high-quality photos of well-executed events.
  • Solicit reviews and testimonials from your satisfied customers.
  • Consider additional investments in blogging, PPC, and digital video.
  • Use a press release service to announce major milestones at your company, a great way to gain SEO value and backlinks.

What About the Legal Aspect of Business Ownership?

Beyond these basic considerations, you’ll also want to make sure you have the right legal positioning for the long-term success of your event planning company.

There are multiple legal structures you can choose for your business, but generally speaking, the most advantageous is the Limited Liability Company (LLC).

What is an LLC?

The LLC actually creates a distinct legal entity, meaning you can enjoy a clean line of distinction between yourself and your company. Among other benefits, this allows you to protect your personal wealth from litigation or potential creditors.

Additional merits of the LLC format include:

  • Different options for how you report your taxes.
  • Ample flexibility with regard to management structures
  • Relatively light annual reporting requirements
  • Ease of setup and administration
  • Plenty of leeway to scale and grow

How to Register Your LLC

As you can probably guess, establishing a new legal entity requires you to jump through a few hoops. Here’s a basic summary of everything you need to do to register your event planning company as an LLC.

  • Choose a name for your business. This is about more than just branding. You also need to ensure legal compliance, by selecting a name that isn’t already in use by another LLC in your state. There should be an online directory you can check.
  • Name a Registered Agent. Every LLC needs an agent to receive legal/tax correspondence on the business’s behalf. Being your own Registered Agent is allowed in some states, but it is more common to hire a third-party service.
  • File Articles of Organization. This document will detail the name and mission of your company, the names of your partners, and the contact information for your Registered Agent. File with the state, pay the filing fee, and allow three to four weeks for the approval process (on average).
  • Draft an Operating Agreement. This important document serves as a constitution for your LLC, denoting how responsibilities are allocated between partners, how assets are split, and how new partners may be brought into the fold.

Other Considerations for Launching Your LLC

Some additional steps for getting your event planning LLC up and running include:

  • Get an Employer Identification Number. Your EIN can be obtained from the IRS, and for U.S. citizens, it’s free. You’ll need this number to pay your taxes and to process payroll.
  • Set up a bank account. We recommend having a business bank account that is not linked to any personal checking or savings accounts.
  • Pay your LLC taxes. As of right now, there is only one state that requires LLCs to pay a special tax. That’s the State of California, where LLC taxes are $800 annually (flat rate). But you may need to pay a small fee each year to keep your registration active, no matter which state you’re in.

Seek Success Through Excellent Event Planning

Event planning can be a highly rewarding field for people who are sociable, creative, and good at organization. Make sure you follow all the right steps to establish a foundation for success.

The author Amanda E. Clark  is a contributing writer to LLC University . She has appeared as a subject matter expert on panels about content and social media marketing, as well as general topics related to small business ownership.

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How to Open a Wedding Venue in 2024: Step-by-Step Guide

10 Min Read

wedding venue business

If attending a wedding has ever left you surprised at the beautiful setups and sparked the thought of when you could launch your wedding venue, then you’re in the perfect place.

Jumping into the wedding venue industry opens up opportunities in a constantly in-demand market for celebration locations while also giving you the freedom of creativity. This business demands attention to detail, satisfactory customer service, and the flexibility to create a personal touch to the preferences of each couple.

Whether your goal is to earn additional income or to build a more substantial business, this detailed guide is designed to help you start and grow your own wedding venue business.

We cover everything from selecting the ideal location to understanding the legal and financial aspects. All the information that you need to begin and succeed in your perfect wedding venue.

Let’s take a closer look at the operation of a wedding venue business.

Wedding Venue Industry Overview

The wedding venue industry plays a significant role in weddings that happen all around the world. It provides a space where couples celebrate their big day. This business includes a variety of locations such as:

  • Banquet halls
  • Outdoor areas with natural beauty
  • Restroom facilities

Each place is different and helps make a wedding day special and personal.

The wedding planner industry is a highly customizable business that allows for niche expertise. This means that businesses can come up with solutions that reflect their target market, especially in industry trends having rapid growth.

By understanding the unique challenges and sector-specific needs of their clients, businesses can provide customized solutions that cater to their client’s needs.

Start a wedding venue business with 7 easy steps

  • Understand the market and competition
  • Write a wedding venue business plan
  • Figure out your finances
  • Select your wedding venue
  • Zoning laws, licenses, and insurance
  • Wedding venue renovation
  • Market your offerings
  • Start and promote your wedding venue

Making sure every aspect of a wedding is perfect from beginning to end is key to creating a memorable day. It’s important to remember that not only the big moments but also the way the event ends can significantly create a lasting impact on the guest’s experience.

Highlighting the same, Jeff Stillwell, the founder of Stillwell Events, shared his perspective in a conversation with Bride & Blossom.

He said, “If the band stops abruptly, the lights come on while some of your guests are still eating dessert and the party doesn’t have a smooth ending, this last impression will overshadow the beautiful decor and heartfelt moments of your wedding. My job is to make sure this doesn’t happen”

This viewpoint emphasizes how careful planning and effective management are crucial to ensure the conclusion of a wedding is as unforgettable as its beginning.

1. Understand the market and competition

Research the wedding venue market in your geographic area. Look up wedding venues in your region and identify what makes your venue special.

For example, suppose your venue is a lakefront property in a lake region. In that case, you will need to research how many other lakefront wedding sites are there and whether those venues are booked frequently so there’s overflow demand.

Here are a few things you can try answering to make your research comprehensive:

  • How many Local Wedding Venues are there around you?
  • How many weddings, on average, are held in my region annually?
  • What pricing models do competitors use, and what is the average cost of hosting a wedding in the area?
  • What amenities and services do other venues offer?

Gathering answers to these questions will not only help you measure the current state of the wedding venue market in your area. It also identifies opportunities to make your venue stand out and cater to the needs and preferences of your target audience.

2. Write a wedding venue business plan

Before getting things done, it’s important to have a detailed business plan. It helps to understand the start-up costs of your wedding business would incur.

Figure out ways to maintain the balance and seek financing options to source funding. You can find a wedding venue business plan template online to help you get started.

A successful wedding venue understands its goals, services, and strategies, and a business plan is a great way to conceptualize the practical aspects of business management.

This approach will ensure you have a solid foundation to build upon and navigate the path to establishing your successful wedding venue.

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how to start your own business in event planning

3. Figure out your finances

Knowing how much cash you need and finding ways to get it is key to turning your dream into a reality. Let’s help you determine your starting costs, create a budget, and discover funding sources.

Start by evaluating your finances.

Consider the following question to answer:

  • Should you buy or lease your space?
  • Do you have enough for a down payment, or do you need a loan?
  • Do you plan to construct something new or renovate an existing building?

Figuring Out Starting Costs

It’s vital to know your initial costs, which include buying or leasing space, fixing it up, getting licenses, paying for insurance, starting marketing efforts, and buying equipment or decor to ready your venue for weddings.

Understanding these expenses helps you see how much you need to start.

Making a Budget

Next, put together a budget that compares your start-up and running costs with how much money you expect to make. It’s smart to plan for both good and bad financial times.

This keeps you ready and financially sound.

Looking for Money

After you’ve got a clear budget, you’ll know if you need more money to begin. If you don’t have enough funds, think about options like:

  • Loans for small businesses
  • Getting investors
  • Crowdfunding
  • Grants for businesses

These are some ways to find the extra money needed for your wedding venue business.

4. Select a location for your wedding venue

First, think about what kind of weddings you want to host. Are you dreaming of a barn wedding venue or something more modern? Knowing this helps you decide where to look.

Look for a place that’s easy for wedding guests to get to. This means not too far from main roads or public transport. If you want to open a destination wedding spot, think about what makes a location special for couples who are planning their big day.

Chat with wedding planners, wedding professionals, and other wedding venue owners. They can give you tips on what makes a successful wedding venue.

By following these steps and focusing on what makes your venue unique, you can start your wedding venue successfully and become a beloved part of the wedding industry.

5. Zoning laws, licenses, and insurance

After deciding on a place, ensure that you can legally run a wedding venue there. Each location comes with its unique set of regulations and requirements concerning business operations.

Understanding these legal necessities is a must, as they vary widely based on the nature of your business and its geographical setting.

Before starting any construction, hiring staff, or officially opening your venue, ensure you have:

  • Insurance for your property.
  • Insurance for employees, protecting them in case of work-related injuries.
  • Liability insurance

Remember, each permit and policy is a step towards realizing your vision of bringing joy and celebration to people’s lives. With careful planning and attention to detail, your wedding venue can be countless stories of love and happiness.

6. Wedding venue renovation

Initially, identifying the perfect location is a must. Whether it’s a barn venue that offers rustic charm or an outdoor space that provides a natural beauty, the choice of venue impacts its appeal to potential clients.

Once the site is selected, focusing on renovations becomes important to transform the space into a dream destination for couples.

Renovating an existing venue demands a broad approach. It involves upgrading the aesthetics to ensure the venue is visually stunning and more appealing.

Essential services like water and electricity need to be taken care of, especially in outdoor venues where such amenities might not be readily available. This may require engaging with local utilities or might be the need to invest in generators to ensure the venue can accommodate events seamlessly.

The development of restroom facilities is equally important.

Creating a catering space or kitchen area is also needed in many wedding venues.

Parking solutions also form an integral part of the venue’s infrastructure. Finally, the venue size to provide the clients with unforgettable experiences also plays an important role in the business growth.

A venue that captures the imagination, offering beautiful and unique settings for ceremonies and photographs, will stand out in the competitive wedding industry.

7. Staff recruitment and training

When you run a wedding venue business, having a great team is key. Consider factors such as the number of staff you need, their qualifications, and their training requirements.

Finding the Right People

  • Know What You Need: First, think about what jobs need to be done at your venue. You might need people to set up tables, serve food, or keep the place clean.
  • Look in the Right Places: Share your job openings online or in your local community. Sometimes, asking friends or people you work with if they know someone looking for a job can also help.
  • Interview Carefully: When you talk to people who want the job, ask them about their past work and why they want to work with you. It’s important to choose people who not only can do the job but also are excited about making weddings wonderful.

Teaching Your Team

  • Provide Training: Once someone is a part of your team, it’s important to teach them about their responsibilities. This might involve the correct way to arrange tables, the best way to interact with guests, or even the steps to take in unexpected situations.
  • Keep Learning: The wedding business changes a lot. New trends come up all the time. Have meetings with your team to talk about what’s new and how you can make your venue even better.
  • Say Thanks: When your team does a good job, tell them! A simple “thank you” can make people feel happy and appreciated. This helps them want to keep doing a great job.

Having a team that knows what to do and is happy to be there makes a big difference. It helps your wedding venue run smoothly and makes sure that every wedding is as special as it can be.

8. Start and promote your wedding venue

Guide yourself through the process of starting and promoting your wedding venue. Consider factors such as marketing, advertising, and social media.

With the internet and social media, finding a wedding place has changed. Now, people can look up places online and see pictures and reviews. This means that your venue should offer to use the internet and social media properly to show off the venue.

Moreover, your team should be good at talking to engaged couples planning to get married at your wedding venue.

Starting your own wedding venue business is an exciting journey that combines creativity with entrepreneurship. You’ll pick a beautiful place, fix it up, and make it the perfect spot for weddings. This job is all about giving couples a wonderful place to get married and make lasting memories.

To be successful in the wedding venue industry, understand what your client needs. It’s equally important to manage your finances with care and spread the word about your wedding venue.

Creating a detailed business strategy is essential in this process, and utilizing a business plan app can be helpful in planning and would pinpoint your goals and financial forecasts accurately.

Remember, your success will be measured by the happiness and memories you create for the couples who celebrate their special day at your beautiful venue.

The Quickest Way to turn a Business Idea into a Business Plan

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Frequently Asked Questions

How to choose your wedding venue location.

To select a wedding venue, start by setting a budget and estimating how many guests you are inviting. Choose a style for your wedding and find a venue that fits. Make sure the venue is free on your chosen date and offers the facilities you need.

Visit the venue to see it firsthand, look up reviews, prepare for bad weather, and don’t hesitate to inquire about details with the wedding venue owner.

Steps to Starting a Wedding Venue Business?

How to start a wedding venue business, is as easy as it sounds through proper planning, begin by researching the market and understanding your competition. Next, plan to secure a location that aligns with your vision and obtain the necessary permits and insurance.

Create a business plan outlining your services, pricing, and marketing strategy. Invest in making the venue appealing and functional for weddings. Lastly, promote your business through various channels and provide exceptional service to build a positive reputation.

How Much Does It Cost to Start a Wedding Venue?

The cost of starting a wedding venue can vary widely depending on location, venue size, and the extent of initial renovations required. Initial expenses often include purchasing or leasing property, renovation and decoration costs, obtaining permits and licenses, and insurance fees.

Some investments may involve purchasing furniture and equipment for the venue, and marketing.

How to Fund Your Wedding Venue Start-up?

To fund your wedding venue business, consider several options. You could use personal savings or obtain a small business loan from a bank. You can also consider seeking investors who are interested in your business concept and can provide additional capital.

Explore partnerships with other businesses in the wedding industry that could benefit from your venue and might be interested in contributing financially.

How to Make People Aware of Your Wedding Venue?

To make people aware of your wedding venue, implement a multi-channel marketing strategy. Start with creating a professional website showcasing your venue with high-quality photos and virtual tours. Utilize social media platforms like Instagram, Facebook, and Pinterest to reach potential clients and engage with them by posting regular updates, events, and promotions.

Networking with wedding planners, caterers, and other vendors in the industry can lead to referrals.

About the Author

how to start your own business in event planning

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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How to Start Your Own Business

E ntering the world of entrepreneurship is a thrilling adventure that presents chances for growth and creativity. On the other hand, creating your firm requires resilience, strategic planning, and a dedication to ongoing learning and adaptation.

Laying the Foundation

Starting a business involves several pivotal steps, each contributing to the foundation and success of your entrepreneurial endeavor.

Crafting a Solid Business Plan

The cornerstone of any successful business launch is a well-crafted business plan. This blueprint serves as a roadmap, delineating your business idea, target audience, market analysis, competitive landscape, financial projections, and marketing strategies. A comprehensive business plan not only assists in securing financial backing but also serves as a guiding framework for steering your business through its initial stages and future growth.

Meticulous Research and Market Analysis

Thorough research and meticulous market analysis are imperative before diving into entrepreneurship. Understanding your industry dynamics, consumer behavior, and competition lets you identify niches or untapped opportunities. This knowledge forms the basis for informed decision-making and strategic positioning of your business within the market landscape.

Securing Financial Backing and Resources

Determining the financial foundation of your business is a critical step. Whether leveraging personal savings, seeking loans, engaging investors, or exploring crowdfunding platforms, securing adequate funding is essential. Additionally, acquiring necessary resources such as technology, equipment, and skilled personnel is vital to effectively support and sustain your business operations.

Navigating Challenges and Sustaining Growth

Once the foundational steps are in place, aspiring entrepreneurs must navigate challenges and cultivate strategies for ongoing growth and sustainability.

Build a Strong Network and Seek Mentorship

Networking within your industry and seeking guidance from experienced mentors can provide invaluable insights and support. Engaging with like-minded individuals and industry professionals or joining entrepreneurial communities can offer advice, opportunities for collaboration, and mentorship, aiding in your business's success.

Embrace Adaptability and Continuous Learning

The entrepreneurial journey is characterized by constant evolution and adaptation. Embracing change, staying updated with market trends, and continuously honing your skills are vital to sustaining a successful business. Flexibility and a willingness to learn from successes and setbacks are critical attributes of thriving entrepreneurs.

Execute and Iterate

Executing your business plan and strategies is pivotal. However, gathering feedback, analyzing outcomes, and iterating on your approaches are equally important. Implementing an iterative approach allows continuous refinement and optimization of your business model, products, or services based on market response and evolving consumer needs.

Embarking on the entrepreneurial path is an exhilarating endeavor that demands resilience, dedication, and strategic planning. Establishing a successful business involves meticulously planned steps, from crafting a robust business plan to securing resources and embracing adaptability for ongoing growth. While the journey may present challenges, it also offers opportunities for innovation, learning, and fulfillment as you nurture your entrepreneurial aspirations into flourishing ventures.

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Gaza ceasefire debate - live updates: Speaker apologises after Tory and SNP MPs storm out of Commons - as Labour amendment passes

The House of Commons descended into chaos over the Speaker's handling of the SNP's motion for a ceasefire in Gaza. His decision to allow a vote on a Labour amendment saw Tory and SNP MPs storm out - and the amendment go through without any votes taking place.

Wednesday 21 February 2024 19:35, UK

Please use Chrome browser for a more accessible video player

  • Chaos in Commons over Gaza motions - watch and follow live
  • Speaker apologises for his handling of ceasefire votes
  • Tories and SNP walked out over decision that broke convention
  • Labour amendment for 'immediate humanitarian ceasefire' approved
  • Explained: What on Earth is going on in the Commons
  • Explained: Why Speaker's unusual move sparked such anger
  • Live reporting by  Ben Bloch   and (earlier)  Tim Baker ,  Emily Mee   and  Bhvishya Patel

We've just been hearing from our deputy political editor Sam Coates  about what just happened in the House of Commons.

"Politics looks broken tonight," he says.

"You can't have looked at the last 70 minutes of total chaos - and getting messages from people inside the voting lobbies trying to work out what to do - I think they felt rudderless, I think they felt confused, I think they felt worried.

"I think the spectacle of Britain's most senior politicians trying to debate and vote on what's going on in the Middle East has really put the Commons chamber to shame tonight."

He goes on to say that right now, the Speaker of the House of Commons, is "fighting for his political life".

"It is not clear to me that Lindsay Hoyle survives this. It is not clear to me that Lindsay Hoyle thinks that Lindsay Hoyle can survive this."

Sam goes on to say that the Speaker "looked close to tears as he begged his fellow MPs to back him in the chair".

"He did not say he would continue, he said he would meet and consider his position further.

"It appears that he has lost the confidence of the third-biggest party in politics. It looks as if he may well have lost the confidence of the governing party.

"In those circumstances, you do not continue."

Sam adds that Sir Lindsay probably has around 24 hours to convince senior MPs that he can continue in post, or he will be out.

Watch Sam's full analysis here:

After Speaker Sir Lindsay Hoyle apologised to MPs in the House of Commons (see post at 19.06), senior MPs had the opportunity to respond.

The government's leader of the Commons, Penny Mordaunt , thanked the Speaker for his statement.

"You're our Speaker, and we wish you to defend the rights of all members of this House, and I thank you for recommitting yourself to those responsibilities today".

The SNP's Westminster leader, Stephen Flynn , acknowledged the Speaker's apology.

But he said: "You were warned by the clerks of the House that your decision could lead to the SNP not having a vote on our very own opposition day."

He said SNP opposition day debate has "turned into a Labour Party opposition day", which is treating the SNP "with complete and utter contempt".

"I will take significant convincing that your position is not now intolerable."

Speaker Hoyle replied that he understands the "feeling", and said he would like to meet with Mr Flynn "as soon as possible".

Labour's shadow leader of the House, Lucy Powell , tried to say that her party's amendment was passed by the House unamended - but Sir Lindsay shut her down, saying it was not the time for that discussion.

Labour's amendment to the SNP's motion calling for a ceasefire in Gaza has been approved by the Commons.

It sends the SNP's motion through as amended.

Labour has called for an "immediate humanitarian ceasefire".

But there was no division for the motion or amendment to be voted on, instead they have gone through "on the nod".

Amid fury over his decisions on procedure in the House of Commons today, Speaker Lindsay Hoyle returned to the chair and to make a statement in the chamber.

He apologised to MPs, saying he will "reflect" on his decisions today.

Here is what he said, as he said it:

  • Sir Lindsay says today's debate was "exceptional in its intensity with which all parties wished to secure a vote on their own propositions";
  • He says his decision to accept all three amendments was to reflect "the widest range of propositions on which to express a view";
  • He says he is "very, very concerned about the security of all members", and he remains so, and he has had meetings to that effect today;
  • "I gotta say, I regret how it ended up. It was not my intention. I wanted all to ensure they could express their views and all sides of the House could vote";
  • Nonetheless, he says he recognises the "strength of feelings of members on this issue", and today "has not shown the House at its best";
  • He says he will "reflect" on his own decisions today, and commits to meeting "with all the key players of each party";
  • A Tory MP suggested he had met with Sir Keir Starmer's chief of staff Sue Gray today, something Sir Lindsay rejected;
  • "It is regrettable, and I apologise for a decision that didn't end up in the place that I wished for".

The House of Commons has voted not to sit in private.

If it had been approved, it would have meant the media and others watching in the gallery would be barred from the session.

The result is:

Our weeknight politics show  Politics Hub With Sophy Ridge  is live now on Sky News.

The fast-paced, extended edition of the show dissects the inner workings of Westminster, with interviews, insights, and analysis - bringing the audience into the corridors of power.

As the House of Commons has descended in chaos, Sophy Ridge and our political team will bring you live updates on events in the chamber, including analysis and reaction.

Watch live in the stream at the top of this page, and follow all the latest updates and key moments right here in the Politics Hub.

Watch Politics Hub With Sophy Ridge from Monday to Thursday on Sky channel 501, Virgin channel 602, Freeview channel 233, on the  Sky News website  and  app  or on  YouTube .

It has been a chaotic afternoon in the House of Commons, and it has descended into a shambolic mess in the last half hour.

So what exactly happened?

Commons Speaker Sir Lindsay Hoyle selected both the Labour and government amendments to the SNP's Gaza ceasefire motion.

This was an unusual move - the convention has been that if the government tabled an amendment to an opposition day motion, amendments from other parties would not be accepted.

The decision provoked fury in the Commons.

Watch that moment below:

Commons Leader Penny Mordaunt accused Sir Lindsay Hoyle of having "undermined the confidence" of the House

She confirmed the government would pull its amendment and would not be taking part in tonight's votes.

SNP Westminster leader Stephen Flynn demanded his party's motion be put to a vote first (before the Labour amendment) if the government has pulled its amendment - as per the standing orders.

Deputy Speaker Dame Rosie Winterton, who was in the chair in place of Commons Speaker Sir Lindsay Hoyle for the points of order, said the Labour amendment will be voted on first, which both the SNP and Conservatives MPs were unhappy with.

Many on both benches left the chamber in protest.

Mr Flynn called for the House to be suspended and for Commons Speaker Sir Lindsay Hoyle to return to the chair, but Dame Rosie refused.

Tory MP William Wragg then moved a proposal on whether the House of Commons should sit in private. It is being voted on as a delaying tactic to delay the votes and try to force Sir Lindsay Hoyle back to the Commons.

With Tory and SNP MPs in abject fury at the Speaker, and tempers running higher than they ever have this year, some members have resorted to delaying tactics to disrupt proceedings and make their displeasure clear.

MPs are voting on a motion that would see the House sit in private - meaning the media and others watching in the gallery would be barred from the session.

It was used during the Second World War for the House to make decisions about the war effort in private without being reported in the media - and therefore being available to the Nazis.

Such a motion is usually a move to delay proceedings in the House and does not usually pass.

It was proposed by senior Tory MP William Wragg.

Amid chaos in parliament, SNP and Conservative MPs have walked out of the chamber in protest at the Speaker's handling of the Gaza ceasefire debate.

Just before the walkout, Tory and SNP MPs were demanding that Speaker Sir Lindsay Hoyle come to the chamber to answer for his decision to break with convention.

Those seen walking out include many government MPs seated on the front bench.

Tory MP Philip Davies is next to raise a point of order in the Commons.

He says that earlier today, the BBC Newsnight political editor tweeted that senior Labour figures had told the Speaker they would bring him down after the general election if they did not call their amendment today.

He asks if the Deputy Speaker can "assure the House that everything will be done to identify who it was who put that intolerable pressure" on Speaker Sir Lindsay Hoyle.

There were shouts of "Sue Gray" from the Tory benches.

In response, Deputy Speaker Dame Rosie Winterton told the House: "That tweet is wrong, and the statement is incorrect."

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how to start your own business in event planning

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  2. How to Start your Event Planning Business!! (PART 1)

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  3. 5 TIPS FOR STARTING AN EVENT PLANNING BUSINESS IN 2020

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  4. 5 Tips to Starting Your Event Planning Business

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    1) Evaluate your event planning skillset It's common for event planning newbies to believe the business is all about showmanship, champagne, and shindigs. While that's the final product of your meticulous preparation, things behind the scenes are much less spectacular.

  10. The Ultimate Guide on How to Start Your Event Planning Business

    1. Establish your expertise If you want people to trust you with their events, you need to demonstrate you know what you're doing. Outside of an undergraduate degree in hospitality, you can enroll in various certification programs that will help bulk up your expertise and let your clients know they're in knowledgeable hands.

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  12. How to Start a Profitable Event Planning Business [11 Steps]

    1. Perform market analysis. 2. Draft a event planning business plan. 3. Develop a event planning brand. 4. Formalize your business registration. 5. Acquire necessary licenses and permits for event planning. 6. Open a business bank account and secure funding as needed. 7. Set pricing for event planning services. 8.

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    1. Perform Market Research Successful businesses put their customers first. These entities focus on what the market wants or needs, and create products to fill that gap. But understanding exactly what your clients desire doesn't just happen. This is where market research comes in.

  14. 6 To-Dos Before Starting an Event Planning Business

    1. Build a solid business plan I can't tell you how many small event planning businesses fail because the founder didn't put together a business plan in advance. Start by researching successful plans and businesses that are similar to your scope of work. Then reach out to others in the events industry who may be able to guide you!

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    1. Conduct Event Planning Market Research Market research is essential to starting a party planning business. It offers insight into creating a business plan for your own event planning business, finding the top wedding planning and party planning equipment, and more. Source Some details you'll learn through event planning market research include:

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    Identify potential risks and opportunities. In your plan, illustrate your event's financial potential and plan the resources and operating structure you'll need to deliver. If you plan to get business loans or sponsorships, you can prove your new business is worth investing in. 5. Complete all the necessary paperwork.

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  23. How to start an event planning business from home.

    So, let's dive in and uncover the key steps to launching your own event business, with a friendly and approachable approach that still maintains a professional edge. Create a distinct workspace. Write a business plan. Create a financial plan. Work our your pricing.

  24. How to Start an In-Person Event Planning Business in 2024

    From lavish weddings to cushy corporate Christmas parties, everyone loves a big, splashy event. Of course, the best events require significant front-end planning, ensuring that everything from the venue to the menu is up to snuff.. If you love big events, are gifted in organization, and long for a truly creative and personalized line of work, starting an in-person event planning business may ...

  25. How to Start a Wedding Venue Business with 8 Easy Steps?

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