Event Business Plan Template

An event Business Plan serves to communicate the strategic plan for taking the event forward, usually over a period of three to five years (if it is not a one-off proposition). Every event should have a Business Plan. egardless of the scale, age or history of your event, the Business Plan is an essential tool that will! "ommunicate the vision, purpose and #enefits of the event to others Ena#le you to focus on the event$s potential to develop and grow %llustrate and help secure the event$s via#ility and sustaina#ility in the longer term &how how much money is needed and what it is needed for 'elp you plan the resources, delivery and operating structure 'elp you raise funding 'elp you measure success %t is recommended that all #usiness plans #eing su#mitted in con(unction with )ational Programme Applications contain the following! An Event *verview including! +ision and ,ission &tatement -ey *utcomes.delivera#les /he Event /arget ,arket &takeholder involvement and #enefits 0elivery mechanism

0evelopment Plan including &trategic 0evelopment &1*/ Analysis

2inancial Plan and "onsiderations %ncome and E3penditure pro(ections Economic %mpact Estimation

-ey areas to #e addressed in an event #usiness plan include! /he event$s vision and mission 4 i.e. what it ultimately aims to achieve

1ho the key stakeholders are, what #enefits they will accrue and how the event fits with their strategies /he relevant e3perience and track record of the organisers /he event$s #ackground and an overview of plans for the current year /he &1*/ analysis (identify strengths, weaknesses, opportunities and threats) -ey o#(ectives and achievement strategy for the current year A development plan 4 how key aims and o#(ectives will #e realised going forward (#eyond the current year) ,arketing and communications planning Event re6uirements 4 staffing structure, facilities, services, venues, etc 'ow much the event will cost 4 #udget pro(ections over 748 year period 'ow will it will #e paid for 4 identifying income streams ,anagement and #usiness controls isk management and contingency plans 2uture considerations

SERVICES THAT WE PROVIDE Corporate promotion Manpower supply Bran in! Con u"tion o# "on#eren"es $ seminars %aun"& parties T&eme parties Birt& ay parties Au io Visuals Arran!ement an presentation E'&i(itions Stall
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Corporate Events Wor)s&ops *+oo $ Bevera!es, -et . To!et&er Cele(rity/s appearan"es Mer"&an isin! Constru"tions Boo)in!

Contents Pa!e E'e"utive Summary 5. Ba")!roun $ History Event ,anagement.E3perience Event 'istory 9. Event Overview +ision and ,ission -ey *utcomes.delivera#les /he Event /arget ,arket &takeholder involvement and #enefits 0elivery mechanism 7. Development Plan 0 -oin! +orwar &trategic 0evelopment &1*/ analysis :. Event Re1uirements 2acilities &ervices Production ;egal < insurance 8. Mar)etin! an Communi"ations Plan =. +inan"ial Plan $ Consi erations %ncome and E3penditure Pro(ections Economic %mpact Estimation 7

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Mana!ement an Business Controls Event Action Plan /emplate /he Business ,onitoring and Evaluation of outcomes isk factors

?. Appen i"es

E'e"utive Summary /he e3ecutive summary should #e concise and should contain an overview of the following! 1hat the event is /he event$s vision < mission %ts o#(ectives 1hen and where it will take place 1hy the event has #een developed 1ho the event aims to attract (the market) 1hat the key #enefits of hosting the event are 4 to the community, sector, stakeholders, etc 1ho developed the event and Business Plan &tatement as to the estimated event income and e3penditure Business Plan review (i.e. plans for monitoring and updates) 1hat the main sections of the Business Plan are

23 Ba")!roun $ History

/his section should include information on!

Event Mana!ement4E'perien"e 4 outline who you are and what your relevant e3perience and track record is

Event History 4 is this the events first year@ where did the idea come from@ have there #een similar events@ has it previously #een staged elsewhere@ what kind of event is it@ who does it attractA

53 Event Overview . Current 6ear

/his section should set out plans for the Blive$ event year! Vision 0 A short statement that descri#es, in #road terms, the event$s long term aim Mission 0 A more detailed statement which provides detail on how the vision will #e delivered!

7ey Out"omes4 elivera(les 4 Tar!ets4O(8e"tives - /his is an opportunity to define and communicate the o#(ectives and delivera#les of the event. /hese should help to deliver the vision and mission. &et timescales and identify who each action will #e led #y (i.e. which organisation.individual). /hey need to #e clearly set out and should follow the &,A / principle! Specific, Measura#le, Achieva#le, Relevant and Time-Based!

T&e Event 4 descri#e the event and its various elements in more detail. Cive an overview of the intended event content.programme and any new developments

Tar!et Mar)et 4 give an outline of the e3isting audience.spectator.participant profile (if there is one) and state targets for growth and development (you should go into more detail in section 8)

Sta)e&ol er Involvement an Bene#its 4 descri#e the involvement and #enefits each stakeholder should e3pect (event partners, pu#lic funders, sponsors, supporters, host venue.city, the local community, etc). ,ake sure you state where the event and stakeholder strategies align

Delivery Me"&anism .

93 Development Plan . -oin! +orwar

/his section should present an outline of how the event will develop over the ne3t 748 years!

Strate!i" Development 4 with your vision and mission in mind, outline your key o#(ectives and how they will #e delivered and developed #eyond the current year@ set timescales and identify who will lead each action (i.e. organisation.individual)

SWOT analysis &trengths Unique event in calendar Point 2 Point 3 1eaknesses Potential for weather to affect programme Point 2 Point 3 =

Opportunities To grow into new markets and invite in different age groups Point 2 Point 3

Threats Clashes with other events taking place in the local area Point 2 Point 3

:3 Event Re1uirements

/his section should outline what is re6uired on an operational level to deliver the event!

+a"ilities 4 what facilities are re6uired in terms of pu#lic utilities, accommodation (on and off site), catering, communication, other technology (such as timing e6uipment for sporting events), etc

Servi"es 4 what services will #e re6uired and who will provide them! medical, police, child protection, fire, traffic management, health < safety, security, media, etc

Pro u"tion 4 detail the production e6uipment re6uired such as power, fencing, staging, sound, lighting, vision, heavy plant, etc

%e!al $ Insuran"e 4 consider the implications of contractual arrangements and the necessary insurance re6uired to cover all aspects of the event

;3 Mar)etin! $ Communi"ations Plan

0etails of how to construct an effective marketing and communications plan.

<3 +inan"ial Plan $ Consi erations

/his section is crucial. Dou need to show that the event is financially via#le and achieva#le.

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Event&cotland recommend that you utilise the BAnnual Budget /emplate$ #elow. %f this is not possi#le, we recommend that you include, at a minimum, the following!

In"ome an E'pen iture Pro8e"tions 4 present detailed event #udgets and cash flow pro(ections for the period of the plan

E"onomi" Impa"t Estimation 4 the additional income that holding the event will #ring to your area.economy

=3 Mana!ement $ Business Controls

%n this section you need to show that you are set up to manage the event appropriately

Event A"tion Plan 0 *See overlea#, T&e Business 4 descri#e how you will keep track of the #usiness@ descri#e the management and administration systems that will ensure the smooth running of the event

Ot&er Re"or s 4 e3plain the other systems you will put in place to monitor progress of each operation, when will you do it, who will do it, etc

Monitorin! an Evaluation o# Out"omes 0 how will you measure o#(ectives and outcomes against levels of achievement (marketing, #udget, etc) and how will you provide reportsA

Ris) +a"tors 4 identify key risk factors (e.g. with respect to your o#(ectives, programme, finances, operations, reputation, legal, audience, health < safety, etc). &how how you will manage and mitigate risks and provide an initial risk assessment

>3 Appen i"es

/hese may include appropriate documents such as ?

Additional financial information A site.venue map Previous research and economic impact information E6ual opportunities policy 'ealth and safety policy Ethical practices "ode of practice.staff #riefing document

Event A"tion Plan 4 set out a clear timeta#le covering all aspects of event delivery

Event A"tion Plan Template Event )ame! 0ate of Event!

A"tivity Ap ate Business plan Steerin! Meetin!s Mar)etin! Agree *#(ectives Engage 0esigner 0esigns Approved Print eady Etc Press Engage press *fficer Agree ,ilestones ;ong ;ead research ;aunch 2eatures Placed *n site Photo-op Etc +un raisin! ;ist and %nsert milestones Pro!rammin! ;ist and %nsert Responsi(ility *Insert ?ame,

Plan updated on! @ + M A M @ @ A S O ?

+ersion! D @ Status

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milestones Pro u"tion ;ist and %nsert milestones %i"ensin! an %e!al ;ist and %nsert milestones Monitorin! an Resear"& ;ist and %nsert milestones On Site ;ist and %nsert milestones %ive Event ;ist and %nsert milestones Ta)e Down4De0ri! ;ist and %nsert milestones Reportin!

ANNUAL BUDGET TEMPLATE

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Total Budget Value INCOME Local Authority Funding Scottish Enterprise Funding Other Grants/Public Funding Amount requested from E entScotland !rusts/Foundations Sponsorship !ic"et Sales #erchandising $ !rade site fees / %ospitality / Programmes Other &ncome Total In o!e "0 E#PENDITU$E Ad!%n%st&at%on General Administration General &nsurance !ra el ' Accommodation Total Budget Value 2009/10

Total Budget Value 2010/11

Total Budget Value 2011/12

Notes

"0 Total Budget Value

"0 Total Budget Value

Notes

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 Staff Salaries ' Fees #anagement Fees Other Administration E(penses 'u(total Ad!%n%st&at%on E)ent Costs E ent E aluation/)id *osts Sanction Fees +if appropriate, Facility/-enue *osts Other Production *osts +Plant. Equip/ %ire. *re0. Security, %ealth ' Safety E ent &nsurance *eremonies Entertainment/Artistic Programme +fees and costs, %ospitality *ost of #erchandising !ra el. Accommodation ' Ser ices *ommunication +1adios etc, Other E ent E(penses 'u(total E)ent Costs "0 "0 "0 "0 Total Budget Value "0 Total Budget Value "0 Total Budget Value

Notes

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Ma&*et%ng and P&o!ot%on E+,enses Ad ertising 2esign Fees ' Print Production 2irect #ail/2istribution/2isplay &nternet Promotions #ar"et 1esearch !ic"et Production Other #ar"eting ' Promotions E(penses 'u(total Ma&*et%ng and P&o!ot%on

Total Budget Value

Total Budget Value

Total Budget Value

Notes

"0

"0

"0

TOTAL E#PENDITU$E CONTINGENC- .10/ O0 TOTAL E#PEN'E'1 TOTAL E#PEN'E' 2 CONTINGENC'U$PLU' / DE0ICIT

Total Budget Value 2009/10 "0 "0 "0 "0

Total Budget Value 2010/11 "0 "0 "0 "0

Total Budget Value 2011/12 "0 "0 "0 "0

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