Оглавление
Mardi Foster-Walker. Start & Run an Event-Planning Business
START & RUN AN EVENT PLANNING BUSINESS
Introduction
1. Getting Started
Self-Assessment
Determining Your Market
Market Research
Set a realistic time limit
Define your information needs
Allocate resources
Gather the data
The internet
Your local library
The Yellow Pages
Chamber of commerce
College or university business departments
Government departments
The face-to-face meeting
Analyze the information
2. Establishing Your Business Site
Location Considerations
Leasing Office or Studio Space
Proximity and accessibility to potential clients
Parking facilities
Accessibility to a loading dock or freight elevator
Work space and storage
Type of lease agreement
Home-Based Operation
The business and your home
The business and your family
3. Business Resources and Equipment
Business Resources
Mailbox and copy services
Business telephone line and fax line
Telephone and wireless communication options
Hands-free/speakerphone
Cellular or mobile phone
Hand-held wireless device or PDA
Voice over internet protocol
Courier company
Company vehicle
Office Equipment and Setup
Electronic Equipment
Computer and printer
Software for the events business
Facsimile machine
Digital camera and scanner
Other equipment
Office Supplies
Custom printing
General office supplies
4. Financial Planning and Management
Financing Your Venture
Personal savings
Family and friends
Financial institutions
Private investors
Government
Your Business Plan
Executive summary
Personal experience and background
Description of service
Sales and marketing strategy
Forecasts and projections
Financial Management
Forecasting cash flow
Fixed expenses and overhead
Marketing costs
Start-up costs
Forecasting revenues
5. Pricing Your Services
Competitive Pricing
Hourly Fee and Daily Rates
Cost-Plus Pricing
Flat Fee
Commission
Discounting
Fund-raiser events
Suppliers
6. Client and Supplier Contracts: Protecting Your Business
Supplier Contracts
Client Contracts
Contract Finalization
7. Keeping Your Operations in Order
Striking a Balance
Maintaining Financial Records
Set up a calendar and reminder system
Establish an efficient filing system
Keep track of deposits
Keep track of retainers
Keep invoicing on track
Establish regular billing, credit, and collection
Keep good tax records
Hire a professional bookkeeper and accountant
Keeping Your Non-Financial Records in Order
Personnel records
Research files
Managing Your Time
Long-term agenda
Intermediate agenda
Immediate agenda
Time-management systems
Social Functions, Associations, and Community Events
Staying Organized As You Grow
8. Marketing, Advertising, and Promotion
The Changing Face of Advertising
How to Brand Your Event Planning Business
Developing your image
Developing your brand promise
Naming your new business
Designing your logo
Professional Design and Production Services
Graphic design
Copywriting
Photography
Why You Should Advertise
The Elements of Advertising
Choosing Your Advertising Medium
Print
Direct mail
Directories
Sales brochure and marketing kit
Internet marketing
A company website
E-mail marketing
Using PR to Your Business Advantage
Special promotions
Open house or grand opening
Small giveaways
Fairs and trade shows
Getting your name in the news
Socializing for success
Networking, networking, networking
Association memberships
Tourism, convention, or visitors’ bureau
Board of trade or chamber of commerce
Meeting professionals international
Special events societies
Measuring Advertising Effectiveness
9. Employees and Personnel
Being a Sole Owner/Operator
Casual Labor and Seasonal Helpers
Where to look for extra hands
Know your legal responsibilities
Put details in writing
Hiring an Assistant
Hiring an Office Manager/Bookkeeper
Hiring and Keeping Good Employees
Commonsense guidelines to hiring employees
Do not hire friends or relatives
Ask for recommendations
Contact job placement departments
Advertise for help
Use job application forms
Check references
Commonsense guidelines to keeping good employees
Communication
Consistency
Recognition
Compensation
Evaluation
Commissions and share options
10. Making the Business Legal
Your Legal Structure
Sole proprietorship
Partnership
Limited partnerships
Incorporation
Leave It to the Professionals
Choosing Your Name — Legally
Insurance Requirements
Leases and Rental Agreements
Zoning Laws and Business Licenses
Zoning laws
Licenses
Sales Taxes
Employee-Related Regulations
Miscellaneous Permits
A Final Word
11. Accounting, Record Keeping, and Taxes
Accounting Software
Bookkeeping
Accounts Receivable
Accounts Payable
Petty cash
COD and cash purchases
Payable invoices
Company credit cards
Personally paid company expenses
Payroll
Inventory
Maximizing Deductible Expenses
Accountants
12. Developing Your Portfolio
Building Your First Portfolio
Maintaining a Professional Portfolio
Types of Portfolios
Presenting Your Portfolio
13. The Event Planning Process
The Event Plan
Background Information
Goals and Objectives
Agenda
Venue
Budget
Critical Path
Audience
Invitations
Registration
Transportation and accommodation
Partners/Kids
Speakers
Takeaways
Partners and Sponsors
Volunteers
Media
Sponsors
Marketing
Suppliers
Insurance and Permits
Contingency Planning
Follow-up
14. Working with Suppliers
Finding Suppliers and Vendors
Negotiating with Suppliers
Tips for Dealing with Regular Suppliers
The venue
Hotel accommodations
Food and beverage
Printing and signage
Audiovisual
Photography
Entertainment
Children’s parties
Live and canned music
Official guests, speakers, and celebrities
Official guests
Speakers
Celebrities
Keeping Suppliers and Vendors Happy
15. The RFP: Getting the Business
Defining the Bidding Process
Invitation to quote (ITQ)
Request for proposals (RFP)
Request for qualifications (RFQ)
Competing for an RFP
The Basics of an RFP
Preparing Your Response
Developing Your Sample Event
Meeting the Budget
Looks Count: Presentation of Your Response
Presenting with Polish
Following Up
16. Award-Winning Events
Fashion Cares 2003 — Viva Glam Casino
Theme
Sponsorship
Cocktail reception
Dining room
Boutique, silent auction, casino
Talent
Fashion show
VIP Lounge
After-party
Media
Budget
Co-ordination
John “Q” Movie Premiere
Cirque Pacifique
Malavalli/Patel Wedding
Christmas through the Eyes of a Child
Last Tango in Paris
More Award-Winning Events
17. A Final Word: Growing and Enjoying Your Business
Appendix: Resources
Professional Associations
Periodicals
Conventions/Conferences. United States
Canada
Special Event Award Shows. United States (international awards)
Canada
Business and Government
United States
Software
Glossary
About the Authors
Other Titles in the Start & Run Series
Notice to Readers
Self-Counsel Press thanks you for purchasing this ebook
Contents
