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
4
- Economic %mpact Estimation
-ey areas to #e addressed in an event #usiness plan include!
/he event$s vision and mission 5 i.e. what it ultimately aims to achieve
1ho the key stakeholders are, what #enefits they will accrue and how the event fits
with their strategies
/he relevant e3perience and track record of the organisers
/he event$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 5 how key aims and o#(ectives will #e realised going forward
(#eyond the current year)
,arketing and communications planning
Event re6uirements 5 staffing structure, facilities, services, venues, etc
'ow much the event will cost 5 #udget pro(ections over 758 year period
'ow will it will #e paid for 5 identifying income streams
,anagement and #usiness controls
isk management and contingency plans
2uture considerations
2or further information on creating your own event #usiness plan please refer to Event
Management: A Practical Guide which can #e found on the 2unding and resources pages of
the Event&cotland we#site! http!..www.eventscotland.org.funding-and-resources
9
<Insert event title>
<Document title i.e. ....... Business Plan 2011 - 2014>
<insert version no> <insert !ate>"
<Insert Event #o$o%&ran!>"
<Insert contact !etails>"
7
'ontents Pa$e
E(ecutive )ummar*
4. Bac+$roun! , -istor*
Event ,anagement.E3perience
Event 'istory
9. Event .vervie/
+ision and ,ission
-ey *utcomes.delivera#les
/he Event
/arget ,arket
&takeholder involvement and #enefits
0elivery mechanism
7. Development Plan - 0oin$ 1or/ar!
&trategic 0evelopment
&1*/ analysis
:. Event 2e3uirements
2acilities
&ervices
Production
;egal < insurance
8. 4ar+etin$ an! 'ommunications Plan
=. 1inancial Plan , 'onsi!erations
%ncome and E3penditure Pro(ections
Economic %mpact Estimation
>. 4ana$ement an! Business 'ontrols
Event Action Plan /emplate
/he Business
,onitoring and Evaluation of outcomes
isk factors
:
?. 5ppen!ices
8
E(ecutive )ummar*
/he e3ecutive summary should #e concise and should contain an overview of the following!
1hat the event is
/he event$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 5 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
4
1. Bac+$roun! , -istor*
/his section should include information on!
Event 4ana$ement%E(perience 5 outline who you are and what your relevant e3perience
and track record is
Event -istor* 5 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

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2. Event .vervie/ 6 'urrent 7ear
/his section should set out plans for the Blive$ event year!
8ision - A short statement that descri#es, in #road terms, the event$s long term aim
4ission - A more detailed statement which provides detail on how the vision will #e
delivered!
9e* .utcomes%!elivera&les 5 Tar$ets%.&:ectives - /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! )pecific, 4easura#le, 5chieva#le, 2elevant and Time-Based!
T;e Event 5 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$et 4ar+et 5 give an outline of the e3isting audience.spectator.participant profile (if there
is one) and state targets for growth and development (you should go into more detail in
section 8)
)ta+e;ol!er Involvement an! Bene<its 5 descri#e the involvement and #enefits each
stakeholder should e3pect (event partners, pu#lic funders, sponsors, supporters, host
venue.city, the local community, etc). ,ake sure you state where the event and stakeholder
strategies align
7
Deliver* 4ec;anism -
=. Development Plan 6 0oin$ 1or/ar!
/his section should present an outline of how the event will develop over the ne3t 758 years!
)trate$ic Development 5 with your vision and mission in mind, outline your key o#(ectives
and how they will #e delivered and developed #eyond the current year@ set timescales and
identify who will lead each action (i.e. organisation.individual)
)>.T anal*sis
:
&trengths 1eaknesses
Unique event in calendar
Point 2
Point 3
Potential for weather to affect
programme
Point 2
Point 3
Opportunitie !hreat
!o grow into new mar"et and invite
in different age group
Point 2
Point 3
#lahe with other event ta"ing
place in the local area
Point 2
Point 3
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4. Event 2e3uirements
/his section should outline what is re6uired on an operational level to deliver the event!
1acilities 5 what facilities are re6uired in terms of pu#lic utilities, accommodation (on and off
site), catering, communication, other technology (such as timing e6uipment for sporting
events), etc
)ervices 5 what services will #e re6uired and who will provide them! medical, police, child
protection, fire, traffic management, health < safety, security, media, etc
Pro!uction 5 detail the production e6uipment re6uired such as power, fencing, staging,
sound, lighting, vision, heavy plant, etc
#e$al , Insurance 5 consider the implications of contractual arrangements and the
necessary insurance re6uired to cover all aspects of the event
=
?. 4ar+etin$ , 'ommunications Plan
0etails of how to construct an effective marketing and communications plan can #e found on
the 2unding and resources pages of the Event&cotland we#site!
http!..www.eventscotland.org.funding-and-resources
>
?
@. 1inancial Plan , 'onsi!erations
/his section is crucial. Dou need to show that the event is financially via#le and achieva#le.
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!
Income an! E(pen!iture Pro:ections 5 present detailed event #udgets and cash flow
pro(ections for the period of the plan
Economic Impact Estimation 5 the additional income that holding the event will #ring to
your area.economy
E
ANNUAL BUDGET TEMPLATE

Total Budget
Value
Total Budget
Value
Total Budget
Value
INCOME 2009/10 2010/11 2011/12

Local Authority Funding
Scottish Enterprise Funding
Other Grants/Public Funding
Amount requested from EentScotland
!rusts/Foundations
Sponsorship
!ic"et Sales
#erchandising $ !rade site fees / %ospitality /
Programmes
Other &ncome
Total Incoe !0 !0 !0

E"PENDITU#E Total Budget
Value
Total Budget
Value
Total Budget
Value
Ad$n$%t&at$on
General Administration
General &nsurance
!rael ' Accommodation
Staff Salaries ' Fees
#anagement Fees
Other Administration E(penses
'u(total Ad$n$%t&at$on !0 !0 !0
E)ent Co%t% Total Budget
Value
Total Budget
Value
Total Budget
Value
Eent Ealuation/)id *osts
Sanction Fees +if appropriate,
Facility/-enue *osts

Other Production *osts +Plant. Equip/ %ire. *re0.
Security,


%ealth ' Safety
Eent &nsurance
*eremonies
Entertainment/Artistic Programme +fees and costs,
%ospitality
*ost of #erchandising
!rael. Accommodation ' Serices
*ommunication +1adios etc,
Other Eent E(penses
'u(total E)ent Co%t% !0 !0 !0
Ma&*et$ng and P&oot$on E+,en%e% Total Budget
Value
Total Budget
Value
Total Budget
Value
Adertising
2esign Fees ' Print Production
2irect #ail/2istribution/2isplay
&nternet
Promotions
#ar"et 1esearch
!ic"et Production
Other #ar"eting ' Promotions E(penses
4F
'u(total Ma&*et$ng and P&oot$on !0 !0 !0

Total Budget
Value
Total Budget
Value
Total Budget
Value
2009/10 2010/11 2011/12
TOTAL E"PENDITU#E !0 !0 !0
CONTINGENC- .10/ O0 TOTAL E"PEN'E'1 !0 !0 !0
TOTAL E"PEN'E' 2 CONTINGENC- !0 !0 !0
'U#PLU' / DE0ICIT !0 !0 !0
44
A. 4ana$ement , Business 'ontrols
%n this section you need to show that you are set up to manage the event appropriately
Event 5ction Plan - )ee overlea<"
49
Event 5ction Plan 5 set out a clear timeta#le covering all aspects of event delivery
Event 5ction Plan Template
Event )ame!
0ate of Event! Plan updated on! +ersion!
5ctivit* 2esponsi&ilit*
Insert Bame"
C 1 4 5 4 C C 5 ) . B D C )tatus
Dp!ate Business plan
)teerin$ 4eetin$s
4ar+etin$
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
1un!raisin$
;ist and %nsert
milestones
Pro$rammin$
;ist and %nsert
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milestones
Pro!uction
;ist and %nsert
milestones
#icensin$ an! #e$al
;ist and %nsert
milestones
4onitorin$ an!
2esearc;
;ist and %nsert
milestones
.n )ite
;ist and %nsert
milestones
#ive Event
;ist and %nsert
milestones
Ta+e Do/n%De-ri$
;ist and %nsert
milestones
2eportin$
4:
T;e Business 5 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
.t;er 2ecor!s 5 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
4onitorin$ an! Evaluation o< .utcomes - how will you measure o#(ectives and outcomes
against levels of achievement (marketing, #udget, etc) and how will you provide reportsA
2is+ 1actors 5 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
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E. 5ppen!ices
/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
4=