WOMEN ENTREPRENEURSHIP

AN INTERACTIVE MENTORING WORKSHOP

PROJECT MANAGEMENT REPORT

SUBMITTED TO:
MR. ASIF REHMAN

SUBMITTED BY:
FARYAL SEHAR
AGHNA SAEEDA
AYESHA MURTAZA
FAIZA SIDDIQUI

DREAM to DESTINATION
Women Entrepreneur Development Program

ACKNOWLEDGEMENT

First of all we are thankful to our Lord the Al-Mighty

ALLAH who gave us strength to make such an
informative report and secondly deep from our
hearts, we express our gratitude to those whose
invaluable suggestions helped us in preparing this
report. It would have been impossible for us to
complete this report without the support of our
worthy teacher Mr. Asif Rehman. We owe a lot to him.
We are also grateful to other people who helped us in
preparing

this

report

by

giving

their

valuable

suggestions

Table of Contents
Introduction
4
The Seminar
5
Total Event Management Organization
7
Event Management Organization Structure
8
Responsibilities of the Project Team
9
Work Breakdown Structure (WBS)
12
Responsibility Matrix
16
The Project Plan
17
Deliverables
24
Milestones
24
Limitations
24
Social Impact
25

Project Closure
25

INTRODUCTION
Womens empowerment will be front and centre in 2014-2015 as more
companies, communities and countries invest in womens
entrepreneurship. Increasingly, they recognize what organizations from
the World Bank to Coca-Cola already know: that woman is crucial to
economic growth around the world.
Based on this experience, women entrepreneurs see the world through
a different lens and, in turn, do things differently. According to the
Global Entrepreneurship Monitor, there are 126m women operating
new businesses and another 98m at the helm of established ones. Yet
we face a huge equality gap. In only seven countriesPanama,
Thailand, Ghana, Ecuador, Nigeria, Mexico and Ugandado women
take part in business at rates equal to mens; in some countries, like
Pakistan, they barely take part at all.
Womens entrepreneurship has hit a media tipping point. The question
is: Is it just passing media fads that will soon be a blip on the radar
screen, or is it actually a real, fundamental economic force thats
reshaping the world? I think its safe to say that its the latter. Womenowned entities in the formal sector represent approximately 37% of
enterprises globally a market worthy of attention by businesses and
policy makers alike.
5

With this advancement, we shall conduct Workshop on Dreams to

Destination-an interactive entrepreneurial mentoring workshop that
shall take place on 28th of March, 2016 from 9am to 5pm. This
workshop will cover entrepreneurial practices being made in the
western society of the world that is also being implemented by the
entrepreneurial legends of Pakistan which primarily include those
companies who have big budgets. But with the change in the trends,
these are somehow being infected. Therefore, the major themes that
shall be covered in the workshop will be:

Changing trends of entrepreneurship

Letting fears stand in a way
Women and the gender divide; enhancing womens capacities
Women in business networks

Preparation of a proposal to support women entrepreneurs

The workshop will be conducted on 28 th March, 2016 from 9am to 5pm

where we will hire an event management company. They will hold the
responsibility to arrange and organize the event. However, the team
members shall be well informed and made aware of their key duties
and responsibilities prior to the event before the event takes place.
DEFINING THE SCOPE OF THE EVENT
To organize a workshop that shall take place at Arena Club, Karachi on
the 28thMarch, 2016 holding an approximate cost of about Rs. 300,000.

THE WORKSHOP
TITLE OF THE WORKSHOP
DREAM to DESTINATION A Women
Entrepreneurship Program
COMPOSITION OF THE WORKSHOP
This entrepreneurial workshop shall contain list individual professionals
who hold a significant name and identity and in the making becoming
professionals that is students from various business schools. These
include:

The chief guest

The guest speakers

A mix of audience (female entrants)

Students from business schools
Future Entrepreneurial leaders
Entrepreneurial professionals
Key members of the faculty of business schools (Head of
departments, cluster heads, entrepreneurial legends)

FORMAT OF THE WORKSHOP

The workshop shall begin with speech of the chief guest where she will
give her input regarding the changing trends of entrepreneurial trends
as she is the person who holds a great amount experience in this
context ever since she has seen the ups and downs.
Then the workshop shall proceed with the lectures of the guest
speakers who have come on this platform to brief us with the
traditional practices and the upcoming trends. Also, they will provide
the guidelines to the audience which they start working on so that they
attain the market share and the competition shall be tough.
GOAL OF THE WORKSHOP
The prime goal is to arrange a successful workshop on the changing
trends entrepreneurship in Pakistan on the 28th of March, 2016. The
workshop will help people acknowledge the latest trends of
entrepreneurship in the western part of the world which is slowly and
gradually becoming a part of our society as well. This event will help
them understand such tactics so that our entrepreneurial practices are
as challenging and competitive as the western part of the world and
our brands are recognized through such tactics.
TASK OF THE WORKSHOP
The work divided shall be dependent within organizational dedicated
project teams. People within the organization shall arrange and
coordinate with Arena for conference rooms, fixing time with the chief
guest and guest speakers, attaining sponsorships from business giants,
creating awareness of the workshop and selling tickets thereof, getting
funds from finance department and at the same time organizing
volunteers for the event.
WORKSHOP CHECKLIST/AGENDA:
Timing
9.00 am

Agenda
Welcome and Introductions

9.30 am
10.30
am
11.00
am
11.30
am
12.30
pm
1.00 pm
2.00 pm
2.30 pm
3.15 pm
3.45 pm
4.30 pm
5.00 pm

The global rise of female entrepreneurs

The desires that derives women to be an entrepreneurs.
Tea break
The great equalizer:
entrepreneurship
Brainstorming session

womens

tactical

advantages

in

lunch
Ice-breaking exercises
How can entrepreneurs survive in recessions? Handle it like
a women
Presentation of working groups exercise
Creative work: thinking of a business from recycling
materials
Role plays
Wrap up of the day

Total Event Management Organization

Authorities of the organization
The authorities of the organization are:

CEO of the Company (Event Management)

Marketing Manager
Finance and Administration Manger
Human Resource manger
Legal Manger
Project coordinator
Project Managers.
Dedicated project Team.

CEO Total Event Management.

Develop and implement organization over all polices and strategies, approve
or disapprove project after the screening from the priority matrix process,
Financial Analysis, and risk analysis. This function will normally be performed
by the Project priority Department for Priority matrix process, Finance
Department for Financial analysis, Risk department for risk analysis.
Marketing Manger
Approve and implement organization marketing strategy and polices.

Finance Manger
Authorize to approve budgets, allocation of budgets, all financial aspects of
the organization.
Human resource Manger
Develop and implement Human resource policy of the organization
Legal Manger
Look after all the legal aspects of the organization.
Project Coordinator
Project coordinator is to update the progress of all the active projects of the
organization and liaison between the project managers of different teams and
with Organization management.
Project Manager.
The dedicated and permanent Project Manger is hired by the HR and CEO for
projects teams responsible to arrange Musical, seminars/workshops and
EVENT
MANAGMENT
Educational events etc.
The Organizing
will assign him a place of honor with
full authorities to arrange Seminars Educational and exhibition events for the
financial benefits of the organization.
Dedicated Project Team.
Permanent dedicated Project team will be
appointed by
the Project Manager
HUMAN
RESOURCE
to organize
projects
of
the
organization
and
they
will
be
comprised of six
MARKETING
permanent members for the projects under project manager and non
permanent team members are hired on project base according to project
work and requirement

FINANCE AND ADMINISTRATION

LEGAL

Event Management Organization

Structure
TEAM-1 PROJECT MANAGER

TEAM-2 PROJECT MANAGER

SEMINARS EDUCATIONAL EVENTS

MUSICAL EVENTS
ENTERTAINMENT EVENTS

9
EXEBITIONS

RESPONSIBILITIES OF THE PROJECT

TEAMS
1. PROJECT MANAGERS RESPONSIBILITY

The project manager is the key person who is responsible for the
entire project.
10

He has to coordinate with people within the organization and

outside the organization.
He has to fix meetings with the hotel management, negotiate
with them over the rent, and get the best conference room that
is suitable for the Workshop.
He responsible to lock the dates of the chief guest and guest
speakers. Inform them about the topic of the Workshop.
The project manager even has to fix meetings with the sponsors
of the event, convince them and send them sponsorship letters.
And convey it to the concerned departments.
At the same time the project manager has to create awareness
and hype among the business students so that they are keen on
becoming a part of the workshop.
The project manager is not only entitled to attract young
students but also professionals who are the young practitioners
of marketing techniques.
He is also responsible to arrange volunteers for the event.
The duties and responsibilities assigned to each individual from
the organization is also the project managers task.
He has to borrow funds from the finance department. Maintain
accounts with the account manager at the same time benefit the
organization in its best interest.

2. RELATIONSHIP MANAGERS RESPONSIBILITY

The relationship manager should maintain close ties with the

project manager.
He works hand in hand with the project manager.
The project manager coordinates and fixes the line of action and
he executes it.
He is responsible to convey the message to all the managers
related to the Workshop to make sure that everyone is on the
same line.
He shall maintain close relationship with the chief guest and the
guest speakers so that do not say no at the last moment.
He is responsible to make cordial relations with the sponsors.
The relationship manager should be result oriented so that things
dont go pending.
He is to seek help from the admin officer pertaining to
administration.

3. FINANCE OFFICERS RESPONSIBILITY

11

The key person whos managing the funds of the sponsors.

He is the designated person to seek whether the workshops cost
is going in the ray of the forecasted budget.
The finance officer is also responsible to check and seek the
expenses and monitor them.
Work out the expenditure procedures and regularize the financial
transactions.
Create complete transparency of all the revenues and
expenditures during the course of the workshop.
Manage budgeting with the managers of all the departments.

4. MARKETING OFFICERS RESPONSIBILITY

Marketing manager has to work hand in hand with the

relationship manager to manage the marketing activities prior to
the workshop.
Prepare advertisement campaigns for the event in the
newspaper, social media and business schools.
Dispatch invitations to the chief guest and guest speakers.
Prepare pan flexes, broachers, billboards and newspaper ads.
Placement of advertisement material all over the city.

5. HUMAN RESOURCE OFFICERS RESPONSIBILITY

The HR officer has to hire volunteers for the event.

The HR officer has to work with the relationship manager so
that he is assigned with the duties for the workshop.
He is also delegated to hire the extra people
He has to coordinate for the press & media coverage of the
workshop.
He has to plan and coordinate for the press brief at the end of
workshop if required.
He has to put in writing Post event report for the area of his
concern to the Project Manager

6. ADMIN OFFICERS RESPONSIBILITY

The Admin Manager is responsible to the Project Manager for

the following issues;
Availability of Transport for all occasions.
12

Provision of logistic support to anyone in need.

To ensure that the above are ready.

Parking Plan for final day:

General cleaning of the area.

Coordination with traffic police for final day.
He has to co-operate any other officer to help him carry out
the aforementioned duties.
He has to seek advice in matters pertaining to his duties in
relation with the venue, security etc from the Project Manager.

A. Duties of a Public Relations Officer:

He shall be responsible to the for the Media and press

coverage of the Workshop.
He is to ensure that all the media men are well looked after.
He is to coordinate with Project Manager for the giveaways to
be given to the media/press personnel.
He is to gather the press / media personnel for the Press
Conference at the required place nominated for the purpose.
He is to ensure that the transport is available for the
Press/Media personnel for press conference.
He is to ensure that the press release is prepared and is
checked for correctness and faxed to different Press agencies
for coverage.
He is put in writing Post event report for the area of his
concern.

B. Duties of Assistant Admin:

He shall be responsible for the following;

List of invitees
Seating arrangements
Invitation cards
Photography of the Workshop
He is put in writing Post event report for the area of his
concern to the tournament director through Tournament
Secretary after the tournament has ended.

C. Duties of coordinating Officer

Arrangements for the Tea.

Approval of Menu for Tea

13

Arrangements of Lunch for the guests

Approval of Menu for lunch.

WORK BREAKDOWN STRUCTURE (WBS)

1.0 Workshop

14

1.1 Planning & Supervision

1.1.1 Planning
1.1.2 Budget
1.1.3 Disbursement / Reconciliation
1.1.4 Coordination
1.2 Venue
1.2.1 Decide Venue
1.2.2 Book Venue
1.2.3 Arrange Catering
1.3 Guests
1.3.1
1.3.2
1.3.3
1.3.4

Guest Lists
R.S.V.Ps
Name Tags
Special Needs

1.4 Speakers
1.4.1 Invite
1.4.2 Transport
1.4.3 Coordinate Topics
1.4.4 Backup for No-Shows
1.4.4.1 Thank you
1.5 Marketing
1.5.1 Decide Flyers
1.5.2 Print Flyers
1.5.3 Mail Flyers
1.5.4 Design Advertisement
1.5.5 Placement of Advertisement
1.5.3.1 Send Email Reminders
1.6 Sponsorship
1.6.1 Exiting Sponsors
1.6.2 New Sponsors
1.6.3 Sponsor Servicing
1.6.4 Signage
1.6.5 Corporate Sales
1.7 Hall & Equipment
1.7.1 Hall / Site
1.7.2 Table / Chairs
1.7.3 Setting Utensils
1.7.4 Decorations
15

1.7.5 Laptops
1.7.6 Multimedia
1.7.6.1 Equipment, Pots Etc
1.7.6.1 Back up Multimedia
1.8 Staff
1.8.1 Hosts
1.8.2 Volunteers
1.8.3 Servers
1.8.3.1 Clean Up

Responsibility Matrix
16

Task
Financial Management

Name1

Name2

Name3

Human Resource
Management
Information Management

Systems Management

Technology Management
Time Management

Name4

Audience Management

Communication Management

Program Design Management

Hospitality Management

Marketing Plan Management

Promotion Management

Sponsorship Management

Risk Assessment Management

Security Management

R= Responsibility
S=Support

Project Plan

17

If the plan is complete and well thought out, running the Workshop will be a
very useful and effective. There should be an early meeting between all the
event management staff to review the Workshop checklists.

Location of the Workshop

The Workshop would be held at Arena, Karachi.

Invitations
Invitation to the Participating Nations

18

At least four months before the Workshop's scheduled date, the organization
must send an official invitation to all Speakers. The invitation will include two
reply forms.

The first is a preliminary agreement form (Appendix II) that must be

returned to the organization at least three months prior to the
Workshop.
The second is a Final Confirmation (Appendix II) that must be
returned at least one month prior to the Workshop.

Budget
Cost likely to incur in the Workshop is Rs. 0.3 million, for which UBL has
already shown their willingness to sponsor the whole event.
There are different Budgets which would be made for the Workshop:

Financial Budget.
Sales and Marketing Budget.
Income & Expenditure Budget.
Master Budget (All would be cater in this master budget).

Risks

Reputation Risk
Non availability of Chief Guest due to some urgent commitment.
Traffic Jam due to any emergency
The law and order situation
Political Unrest
Response of Sponsors.
Over or under budgeting

To trounce these factors, we will announce in the Workshop about the urgent
commitment of the Chief Guest and we request chief guest that his speech or
message will be delivered by some other executive on his behalf.
To avoid traffic Jams alternate routes will be defined in the Map and services
of radio channels will be hired to communicate through radio or FM services
and this will be mentioned in the advertisement.
To minimize the risk of Law and order situation and political unrest the event
is organized in Five Star Hotel.

19

To minimize the risk of sponsorship the commitment will be taken well,

before. Further we will be in strong touch with the UBL and HBL to have their
Final Decision for Sponsoring this whole Event of Workshop.
To avoid under or over budgeting project will be scrutiny more closely.

Risk Assessment Form

Likelihoo
d

Risk Event

Impac
t

Detectio
n
Difficulty

When

Reputation Risk

During
the
Worksh
op

Non availability of Chief

Guest due to some urgent
commitment

Before
Startup

Before
Startup

Any
time

Before
startup

Response of Sponsors

Over or under budgeting

Traffic Jam
emergency

due

to

any

The law and order

situation
Political Unrest

Before
startup
During
the
Worksh
op

20

Risk Severity Matrix

Response of
Sponsors

Likelihood

Over or under
budgeting

Non availability
of Chief Guest
due to some
urgent
commitment
Political
Unrest

The law and

order situation

Reputation Risk

Traffic Jam due to

any emergency

1
1

Impact

Red Zone (Major Risk)

Yellow Zone (Moderate Risk)

Green Zone (Minor Risk)

21

Risk Assessment Form

Risk Event

Response

Contingenc
y

Who is
Trigger

Responsibl
e

Plan

Reputation
Risk

Reduce

Minimize
Uncertaint
y

Immediate

Faryal

Non
availability of
Chief Guest
due to some
urgent
commitment

Reduce

Available
Senior
Executive

Immediate

Ayesha

Reduce

Alternate
Routes

Immediate

Aghna

Immediate

Faiza

Any Time

Worker x

Immediate

Worker Y

Traffic Jam due

to
any
emergency

The law and

order situation
Political Unrest

Response of
Sponsors

Reduce
Reduce
Reduce

Back up
Arrangem
ent
Back up
Arrangem
ent
Alternate
Sponsors

Official Conferences / Meetings

The following official meetings are considered to be essential to the effective
conduct of a Seminar:

Meetings with the Chief Guest

Preliminary Meeting
Meetings with the Speaker
Meetings with the Sponsors
Meetings with the Arena Managers

22

Team Assignments
Each team member has a responsibility for workshop activities. The following
must be included in a checklist for various positions. The list should be
divided into activity categories with the following serving as a minimum:

Staf

Date

Date

Notes Price

Assigne

Required

Completed

Budget
Coordinator
Invitation

d
_________
_________
_________

_________
_________
_________

_________
_________
_________

_________
_________
_________

Printed
Invitation

_________

_________

_________

_________

Distributed
Advertising
List of Speakers
Gifts
Sponsors

_________
_________
_________
_________

_________
_________
_________
_________

_________
_________
_________
_________

_________
_________
_________
_________

Coordinator:
Date

____________________
Date
Date

Notes

Assigned

Require

Complete

Price

Food Service / Menu

_________

d
_________

d
_________

_________

Food / Beverage

_________

_________

_________

_________

Course
Decorations

_________

_________

_________

_________

Meeting Requirements

_________

_________

_________

_________

Publicity

_________

_________

_________

_________

23

Media / Press

_________

_________

_________

_________

Photography

_________

_________

_________

_________

Welcome Signs

_________

_________

_________

_________

Press Releases

_________

_________

_________

_________

Coordinator: ____________________

Date

Date

Date

Notes

Vans / Car Reserved

Assigned
_________

Required
_________

Completed
_________

Price
_________

VIP Transport

_________

_________

_________

_________

Assigned
Police / Rangers

_________

_________

_________

_________

Informed
Security Assigned

_________

_________

_________

_________

Coordinator: ____________________

24

Expenditure
Estimated Project cost is Rs. 600,000.

Cash Outflows
Venue (Food & Drinks)

400,000

Transportation

30,000

Marketing

40,000

Human Resource

25,000

Miscellaneous

50,000

Supplemental Checklists
Administrative Preparations:

Venue Confirmation
Meeting with Chief Guest.
Meeting with Guest Speakers
Preparation of Invitation.
Designing of Advertisement.
Confirmation of Chief Guest & Speakers
Distribution of Invitations
Placement of Advertisement
Well come Preparation
Security Measures
Refreshment

Deliverables
1.
2.
3.
4.
5.
6.
7.

Planning & Supervision

Decide Venue
Guests
Speakers
Marketing
Sponsorship
Hall & Equipment

25

8. Staff
Milestones
1.
2.
3.
4.

Venue Confirmation.
Chief guest Confirmation.
Sponsorship confirmation.
Project Execution.

Limits and Exclusions

1. Seminar will be organized in Karachi.
2. Speakers presentation will be limited to the Entrepreneurial Industry of
Pakistan.
Social Impact
1. The Industry can analyze and recommend the ways under the
circumstances they are facing the issues.
2. The industry will recognize the efforts to be made on this important
issue.
3. Awareness of the audience regarding Pakistan Economical Condition.
Project Closure
1. Handouts related to this seminar will be handed over to the audience
for reference.
2. Documents and record of the project will be hand over to the
organization.
3. Staff will be released on the 30th March and available for next project.
4. Resources will be release on 30th March and available for next project.
5. E-mail will be release on 30th March to communicate the closure of the
project.

26