A&A Events and Parties

A&A Events and Parties

Silver spring, Maryland, USA

Innovative Design Concepts, Medley of Services are intend to provide clients with
several options to meet each need & want they desire for their momentous events
from “Yes” to “I Do”
 A&A Events and Parties

About Us
Hello, my name is Alexsamaniego and I am the owner the A&A Events and Parties for Silver
Spring, Maryland, USA, willing to serve DC metro are (district of Columbia metro area) and
surrounding areas. Our mission is to provide clients with innovative design conceptions and
medley of services intended to provide clients with several options to help meet each and need
and want they desire for their momentous event from “Yes!” to “I Do!” Let’s get started!

Keeping up on popular trends in the wedding and event industry is vital to the growth of A&A
Events and Parties. Becoming a Certified Wedding Planner and working on becoming a Master
Certified Wedding Planner has allowed me the gain the proper knowledge and experience to
create professional events.
Although we are a newly developed company, we have structured our company with strong
organizational skills and solid educational success to provide the best event experience for
clients. Our new company is also striving to become a member of a highly accredited wedding
industry association.

Our five year goals include finding a professional office space with allocated space for
showroom. We would also like to expand our services by focusing on additional emphasis on
potential wedding design packages.

All of our packages have been strategically designed to make each clients’ special day
memorable and stress free. Because we guarantee a high level of quality of services for our
customers, we focus on providing a variety of options for a whole event. Our additional services
provide an approach that is different from our competitors, because it helps create a signature
event that is unbelievable and one-of-kind every time.

Alexsamaniego, Owner of A&A Events and Parties

https://www.facebook.com/ayaeventsandparties/

Contact: +1 301-332-0777
 A&A Events and Parties

Executive Summary
Welcome to the future of event planning! A&A Events and Parties, the Event Planning
Specialists brings to the community of Silver Spring, Maryland, USA a new breath of air in the
event planning market. By combining old fashioned values, going the extra mile, A&A Events
and Parties will lead the market, providing the same quality results, every time.

A&A Events and Parties is an equal opportunity business making its expertise and its products
available to help its customers plan their own events. Party Packs (complete kits for their event),
make hosting a party a snap, right down to the refreshments. The event planning software brings
interactive event planning as close as their personal computer. Through these and other
affordable products and services, A&A Events and Parties aim to be the number one resource for
any event.

In this whole business plan we describe our industry as well our aim to choosing this business.
We also broadly determine our service and facilities we provide to our client. We charge our
client at a very cost effective margin hence they will always getting satisfied with our service.

We also provide our marketing plan, development plan and operation plan to this paper work.
We try to determine our breakeven analysis hence we are proud to say that we can recover our
initial investment within the first year of operation.

Last and final part of this report we provide our assuming financial projection which generate on
an average over 9% profit margin we will able to get at the end of year.
 A&A Events and Parties

PART-I
Industry Analysis
Industry analysis is the important part of starting a new business. To start a new business we
must analyze its related industry. As we want to do business as an event management business
firm, we must analysis its industry, trends, participant and prospect of this business in USA.

Industry Size, Growth Rate, and Sales Projections

The event management business in Silver Spring, Maryland, USA is not yet fully settled.
There are few recognized event management organizations in the country. The three
recognized solely event management organizations are devoted exclusively to the show
business events. But, the corporate market for event management has mostly been
unexplored. Although there is a demand for specialized event management organizations,
there is few such organizations that cater solely to this demand.

The advertising firms made the most of these circumstances, as they took up event
management as a very profitable side business.

Unitrend, Andes, and Asiatic EML can be recognized as major players in the industry of
event management. They have a high profile customer base like –

• Unilever Silver spring, Maryland, USA

• British American Tobacco
• ACI
• Social Marketing Company (SMC)
• GQBall Pen
• BRAC
• PranRfl
• Saudia Airlines
• Samsung

Unitrend and Andes are basically advertisement agencies, which provide event
management as supplementary service.

By this analysis we found a very little growth in this industry, though it has a very good potential
in doing well in Silver Spring, Maryland, USA in upcoming year.
 A&A Events and Parties

Sales projection
If we start this business our analysis says there will be 10% growth per annum in sales. Bearing
that in mind our sales projection will be as follows:

2020 2021 2022 2023

Industry Structure
Event management industry is new model of doing business in Silver spring, Maryland, USA.
But most of the people associates with this sector encourage people to adopt this business with
having some experience. In this industry people are encouraging to come especially youth have a
very much passion over this business industry. To start a business in this sector people face less
competitor as it’s a growing industry and barriers are also quite low. So people can easily enter
this industry. By analyzing all of this we refer event management as a business we can do in
Silver spring, Maryland, USA.

Nature of Participants
Most of the participant in this sector is willing to provide service to corporate client and
corporate events rather individual events and individual client. Though most of them provide
services to both individual and corporate client. As we adopt this business, our aim is to satisfy
both individual as well as corporate clients through our quality services.
 A&A Events and Parties

Key Success Factors

To achieve success in this business is proper management and handling pressure situation with
strong commitment. And most importantly satisfy your client through quality services. Our keys
to success include the commitment to quality by every person who is part of the team. Each of us
will be responsible to push ourselves to a higher level of professionalism in three areas:

• Consistent, accurate satisfaction of the client's wishes.

• Competitive pricing for the quality of services offered.
• Significant revenue made on each event planned.

Industry Trends
Event management industry is a growing industry. Though event management industry started its
journey after liberation war and successfully operating in last two decades but it didn’t grow that
much like other industry did. But it has a huge scope in Silver spring, Maryland, USA and in is
one of the growing sectors in Silver spring, Maryland, USA and good business for youth as they
are more willing toward this sectors.

Long-Term Prospects
Event management has a bright prospect in Silver spring, Maryland, USA. As Silver spring,
Maryland, USA economy is growing more big events will organize by corporate house and
individual people are want and willing to make their events more lucrative. So demand for this
business services will increase and more event management company will join together to
booming this industry. In many survey reports shows that it will be one of the growing business
in upcoming years. So we can assume a bright future and long run prospect of this business.
 A&A Events and Parties

PART-II
Company Description
In company description we provide our organization overall assessment in brief to aware our
reader what our organization is and what is its mission and legal formation and so on.

Company History Name of the Venture

The name of our event management firm will be known as A&A Events and Parties. A&A is
honoring my son’s names “Alessandro and Andrew”. We also choose a tagline and that is
“Events that people talk about”.

Why Choose Event Management Business

I started this business because I love parties and my kids love parties as much as I do. I have
done those most often. Also as we observing our business world and event management business
is trending all over the world. This idea has come over our mind as we see lots of international
and national event on TV as well as on our personal appearance in different events which
encourage us to choose this as our business. Moreover in this industry is small enough currently
where we have to face fewer competitors. So assuming all this thing we think this is the business
we can choose as our own business and thus the idea of A&A Events and Parties turn into our
business goal.

Mission Statement
Mission

Mission of A&A Events and Parties will be to provide its customer services to their utmost
satisfaction.

Vision

A&A Events and Parties initiate its dedication to serve the community with quality services and
set an example of professionalism and moral business practices in the industry.

The vision of A&A Events and Parties is positioned towards becoming the market leader in
event management through hard work and commitment, maintaining the leadership and carrying
the flag of uncompromising quality into the unforeseen future with constant value addition and a
strong line of innovation.
 A&A Events and Parties

Products and Services

Although A&A Events and Parties is primarily a service business, we also offer products to
support our customers in planning the event themselves. The following products are tools used
inside our operation for the best possible results:

1. Party Pack

The Party Pack is a complete kit for any party. It includes decorations, lighting effects
guide, disposable theme cameras, cutlery, plates, napkins, cups, punch mix (or recipe),
snack supplies (or recipe), tablecloths, theme music (where applicable), invitations,
thank-you cards, and a step-by-step guide to planning, putting together, and hosting the
event.

2. Step-by-Step Guides

These booklets include a calendar to map out the event, a step-by-step guide on what is
needed for and how to put together a successful, worry-free event, resource information,
popular refreshments with recipes, games, and tips to put their event in the record books.
The events available include birthdays for all ages, meetings, retreats, parties, vacations,
and special occasion celebrations such as graduations, holidays, showers, weddings, and
receptions.

3. Resources Manual

This valuable guide acts as a review for all the resources located in the surrounding area.
A ranking is given to the various services, such as caterers, decorators, disc jockeys,
bands, and facilities. This manual gives the client the freedom of making a choice based
on experience.

A&A Events and Parties provides event planning in a wide range of applications. We guarantee
satisfaction in the areas of appearance, performance, and taste. The following samples of the
types of events we will plan every year:

1. Meetings, Trainings, and Retreats.

2. Conferences and Workshops.

3. Kids Parties, Birthdays, Anniversaries, Graduations and Holidays.

4. Weddings, Receptions, and Showers.

 A&A Events and Parties

5. Company picnics, banquets, and award ceremonies.

Current Status
As A&A Events and Parties is a new business firm, its first aim to complete its legality and
forming a name and its way of operation. Friend’s event management also set its milestone to
recover its investment during the first year of its operation. Friends events management will do
and take every possible initiative to recover its investment through providing its variety range of
services to its potential client and earn a moderate profit margin from every event it organize.
Friend event management also wants to celebrate its first anniversary as high profitable
organization and want to expand its market all over Silver spring, Maryland, USA.

Legal Status and Ownership

Primarily A&A Events and Parties will operate the business as partnership basis. But in near
future ownership will change as per necessity. It has also aim to turn into a company under
company act 1994.

A&A Events and Parties will be a service oriented company that is the firm will provide
intangible goods or perform useful labor on behalf of another person.

The company will start its operation as soon as it’s completes its necessary procedure, if
everything goes as planned by the proprietor.

For the purpose of registration the entrepreneur must acquire the following licenses.

1. Trade License – From Silver spring, Maryland, USA City Corporation (North or South
as Per Location)

2. Article of Incorporation – From Registrar of Joint Stock Company (when it will turn
into a company)

3. Tax Certificate – From National Board of Revenue

 A&A Events and Parties

PART-III
Market Analysis
The market analysis is distinctly different than the industry analysis. Whereas the industry
analysis focuses on the industry that a firm will participate in (i.e., toy industry, software
industry, men’s clothing industry), the market analysis breaks the industry into segments and
zeroes in on the specific segment (or target market) to which the firm will try to appeal. In this
part we segment our market and select our target market. We also analysis our possible
competitors.

Market Segmentation and Target Market

Selection Market Segmentation In Silver spring, Maryland, USA, the prospect for event
management businesses is very good. The huge market out there has not been explored yet. This
market can be distributed into three major segments.

1. The corporate clients

2. The non-corporate clients
3. The Government

The Corporate Clients

This section includes various multinational companies, local public and private limited
companies, financial and non-financial institutions, joint ventures and franchises, small
businesses, NGOs, research institutions, private and public educational institutions, showbiz
companies, social marketing companies, theater groups, cultural forums etc.

The Non-Corporate Clients

Due to changes in our socio-cultural and economic condition, people are spending more time
at work. As a result, they have less time to spend on social affairs like marriages, get together
or a may be a birthday party for the children, or concert and other family function as well as
social functions. These people make up the non-corporate client segment of the event
management market.

The Government

Another major segment in this market is the Government. Each year the Government hosts a
variety of programs. Which firm will be in care of these programs are decided by tenders.
 A&A Events and Parties

Target market determination

As has been mentioned earlier, the market for event management has been unexplored. But, at
the same time, this market is too huge to be targeted by a small firm like A&A Events and
Parties. To be successful A&A Events and Parties will have to emphasis its attention to segments
or niches that the big players have unnoticed or ignored. This way, A&A Events and Parties will
be able to avoid conflict with the major players in the market by specializing along market,
customer, service and marketing mix lines. Through smart targeting, A&A Events and Parties
will be able to receive as much profit as the market leaders.

The corporate clients, particularly the MNCs are very much willing to involve in long-term
contracts with professional event management organizations. But most of them already have
contracts with various advertisement companies for their event management. They are not
willing to dismiss their contract nearly and would like to engage both an event management firm
as well as advertising firms on a short term basis to see just how much value professionalism
adds to the process of event management. But, the number of events that these corporate clients
are going to initiate is likely to increase by more than 10%-15% in the coming year. Most
substantial increase will take place for the manufacturing firms and MNCs. This will present
A&A Events and Parties with the opportunity to have contracts with recognized MNCs.

A&A Events and Parties will also target the local manufacturing companies, local service
companies, private and public educational institutions, financial and non-financial institutions,
and small businesses. As it is very doubtful that the number of events the corporate customers
initiate would decrease in coming future, the firm is looking at a very positive market indicator.

A&A Events and Parties will also target the Government programs and bid for them. This will
give A&A Events and Parties a boost in image, which will help the firm to capture the attention
of the whole market.

A study revealed that the personal customers are very much interested in event management
services.

• 66% of the consumers said that they are willing to appoint an event management
company to organize their events if the price is affordable.
• 59% of the customers claimed that they do not possess the necessary expertise to
conduct a big personal event successfully without outside help.
• 68% of the customers claimed that they would appoint an event management
company to save time.
• 22% will do it because it will make their life hassle free.
 A&A Events and Parties

After all analysis, A&A Events and Partiess target market will be

• Big and small local companies which want professionalism and “onestop” service
in managing their events. These companies are moderately satisfied with the
current event management situation, and see room for improvement.
• People who are well aware of the huge amount of time and hassle it takes to
arrange an event personally and also well aware of the usefulness of the
professional help in arranging their personal event.

Buyer Behavior
Now question arise about buyer behavior toward event management firm. Most of the non-
corporate client wants to do their event by their own. But time has changed. People are now
willing to make their event better and lucrative. So they heading toward event management firm
to make their important event memorable and want to fill more relax during that event by
transferring responsibility. Number of Event Management firms offer cost effective price for
non-corporate events so as ours. We need to capture this opportunity and provide them quality
service which improve buyer attraction more toward event management firm rather organize
event by their own.

On the other hand as Silver spring, Maryland, USA economy growing more new local and
foreign MNCs are investing in Silver spring, Maryland, USA and organize their corporate event
through professional event management firms. We also capture their attention through
professionalism.

At last Government Events are more crucial some of these events telecast worldwide. So
government always wants to see their events world-class. So government also likes to arrange
event through professional companies. We also concentrate on this.

Competitor Analysis
For Friends Events Management, one of the major competitive environmental components is the
existing competitors of the company. These are the various advertising organizations that are
operating in our country as they are providing most of the event management services at present
to the corporate clients. Other than that there are two event management companies, JDC and
Dazzle Parties (Conference and Exhibition management System), who are providing somewhat
similar services can also pose a possible threat.
 A&A Events and Parties

The potential competitors are those companies that would enter the market after our introduction.
The firm will have to keep an eye on these new competitions to see what kind of value addition
they are capable of, in order to stay one step ahead of the competition.

The low or non-existent obstacles to entry and exit compound the competition condition further.
The lack of effective barriers to entry and exit may present crucial danger to the growth of our
business as the industry matures.

In future more and more organizations will look for professional event management services to
manage their events effectively. A&A Events and Parties intends to take full advantage of this
opportunity. The business plan provides pros and cons of establishing a profitable business
venture. The report went to great details in recognizing the potential risks and threats, is simply
because the entrepreneur wants to stay a step ahead of the problems that can hinder the progress
of this venture. In identifying the potential risks, the author was as thorough as she could, simply
because using such foresight A&A Events and Parties will be able to stay away from all sorts of
trouble.
 A&A Events and Parties

PART-IV
The Economics of the Business
This section begins the financial analysis of a business, which is further fleshed out in the
financial projections. It addresses the basic logic of how profits are earned in the business and
how many units of a business’s product or service must be sold for the business to “break even”
and then start earning a profit.

Revenue Drivers and Profit Margins

Our key revenue drivers will be our corporate and individual events. As government event are
difficult to get and it has lot of option. On the other hand corporate and individual events will
take place all over the year moreover it will generate a handsome amount of revenue in favor of
A&A Events and Parties. Individual event are also a great source of revenue generation as
weeding take place each month more or less and also other events too.

Margin is also crucial element in any business. As event management will provide service in
order to generate revenue. It will decide to charge 8-15% margin of profit in each events it
organize. It may also will to charge 20% if some creative event with great value added service it
provide to its potential client.

Fixed and Variable Costs

Every business has to bear some fixed cost to operate its business. The fixed cost of a service
business is lesser than other business. A&A Events and Parties fixed cost are given as follows:

• Registration
• Furniture
• Decor
• Air Conditioner
• Telephone (T&T)
• Computers
• Scanner
• Printer
• Photocopier

As friend event management provide services so it has to bear lot of variable cost which also the
largest portion of its overall cost. The variable amount will be different according to event
requirement. The variable costs are in following categories:
 A&A Events and Parties

Operating Leverage, and Its Implications

A firm’s operating leverage is an analysis of it’s fixed versus variable costs. Operating leverage
is highest in companies that have a high proportion of fixed costs relative to their variable costs.
In contrast, operating leverage is lowest in companies that have a low proportion of fixed costs
relative to variable costs. The implications of the firm’s projected operating leverage should be
discussed.

As A&A Events and Parties have its fixed cost lower its variable cost and the portion is very
little so that we can expect A&A Events and Parties operating leverage will be way lower and
hence it will recover its investment in its first year of business operation.
 A&A Events and Parties

Break-Even Chart and Calculation

The break-even point is based on the assumption that we will produce 72 events per Year and
average profit approximately 9-10-% per event.

In the current situation, we average more than this assumption for our public and private
organization events

A&A Events and Parties want to charge its client at a reasonable rate and its contribution margin
will be 9.09%. In that way firm will recover its investment within first year.
 A&A Events and Parties

PART-V
Marketing Plan
The marketing plan focuses on how the business will market and sell its product or service. It
deals with the nuts and bolts of marketing in terms of price, promotion, distribution, and sales.

The best way to describe a company’s marketing plan is to start by articulating its marketing
strategy, positioning, and points of differentiation, and then talk about how these overall aspects
of the plan will be supported by price, promotional mix and sales process, and distribution
strategy.

Overall Marketing Strategy

A&A Events and Parties will be aggressively courting companies as well as individual to win
future contracts. A&A Events and Parties will offer a superior service at a lower cost due to
specialization. By concentrating specific services in specifically, A&A Events and Parties will
become capable at these services and perform the services better than other similar organization
as passage of time.

A&A Events and Parties will increase company visibility through a website, local Chamber of
Commerce networking, and participation in fair, print and electronic media and mostly in
different social site like twitter, Facebook etc... The website will be quite detailed and provide a
visitor in-depth information about the services A&A Events and Parties offers, the corresponding
high level of quality, and the cost savings that can be achieved by using A&A Events and
Parties.

Lastly, A&A Events and Parties will be active in the many trade shows. The use of trade shows
allows potential client of A&A Events and Parties to make initial contacts with us for a wide
range of businesses events that would otherwise be difficult to approach.

Product, Price, Promotions, and Distribution

Product & Service

Although A&A Events and Parties is primarily a service business, we also offer products to
support our customers in planning the event themselves. The following products are tools used
inside our operation for the best possible results:
 A&A Events and Parties

Party Pack

The Party Pack is a complete kit for any party. It includes decorations, lighting effects guide,
disposable theme cameras, cutlery, plates, napkins, cups, punch mix (or recipe), snack supplies
(or recipe), tablecloths, theme music (where applicable), invitations, thank-you cards, and a step-
by-step guide to planning, putting together, and hosting the event.

Step-by-Step Guides

These booklets include a calendar to map out the event, a step-by-step guide on what is needed
for and how to put together a successful, worry-free event, resource information, popular
refreshments with recipes, games, and tips to put their event in the record books. The events
available include birthdays for all ages, meetings, retreats, parties, vacations, and special
occasion celebrations such as graduations, holidays, showers, weddings, and receptions.

Resources Manual

This valuable guide acts as a review for all the resources located in the surrounding area. A
ranking is given to the various services, such as caterers, decorators, disc jockeys, bands, and
facilities. This manual gives the client the freedom of making a choice based on experience.

A&A Events and Parties provides event planning in a wide range of applications.

We guarantee satisfaction in the areas of appearance, performance, and taste. The following is a
sampling of the types of events we will plan every year:

1. Meetings, Trainings, and Retreats.

2. Conferences and Workshops.

3. Birthdays, Anniversaries, Graduations and Holidays.

4. Weddings, Receptions, and Showers.

5. Company picnics, banquets, and award ceremonies.

6. Government events

To organize above events we will try our best and categorized them into 4 category. They are

1. Customized Corporate Events

2. Creative Corporate Events

 A&A Events and Parties

3. Customized Personal Events

4. Government Events

In order to provide better services to its customers than the competitors, A&A Events
and Parties will maintain a number of databases and use all available technology to keep
up to date with our service and always in search of provide our client something new.

1. Customer database
2. Venue database
3. Using Internet Effectively

Best Packages A&A Events and Parties Offer

“DAY OF” PLANNING PACKAGE:

Perfect for those who wanting professional assistance only on the day of their wedding. We’ll
take over the process the last three weeks prior to your wedding, communicate with your
vendors, and manage your ceremony and reception. You oversee the details, and we guarantee
your special day runs smoothly.

• 2 hour complimentary consultation

• 10 hours maximum consultant’s services on wedding day
• Unlimited email and telephone communication for questions
• Access to preferred vendors
• Guarantee vendors receive final payments and gratuities at end of event
• Confirm and review all vendor contracts and services 2 weeks prior to wedding
date
• Venue site walk-thru
• Finalize floor plan and flow
• Finalize seating chart
• Develop wedding day itinerary
• Provide wedding day checklists
• Manage wedding party before and during ceremony
• Supervise floral arrangements for bridal party and family members
• Coordinate rehearsal
• Supervise ceremony and reception set-up
• Arrange programs, ceremony decoration details, escort cards, favors, etc.
• Cue services for ceremony
• Cue services for reception
 A&A Events and Parties

• Supervision of clean-up
• Provided with wedding emergency kit

THE EMERALD PACKAGE: Wedding Consultant Package:

Great choice for those who just need help getting started, or at any other point where a little
assistance is needed. If you are too busy to plan and want to stress less about the “big day” let us
make sure everything is in place and ready to go for your ceremony and reception!

• Up to 3 hours of consultation
• Unlimited email and telephone communication
• Access to preferred vendors
• Arrange and attend vendor meetings
• Vendor contract review and management
• Includes a detailed vendor payment schedule
• Act as liaison between wedding vendors and bride and groom
• Assist with potential venue search
• Budget development
• Wedding day itinerary
• Creation of theme, colors, decor for wedding
• Assist with floor plan and flow
• Menu and bar planning
• Provide wedding day checklists
• Oversee and finalize seating chart

THE SAPPHIRE PACKAGE: Partial Planning Consultant Package:

Need full assistance with your plans, but not wedding day directing services? This is a perfect
choice for a bride who wants to be hands on when the design but doesn’t want to hassle with all
the details with vendors.

• FREE wedding planning packet

• Up to 10 hours of consultation
• Unlimited email and telephone communication
• Access to preferred vendors
• Vendor management before, during and after event
• Receive a complete vision board website
• Monthly support with detailed to-do lists for couple
• Assist with potential venue search
• Venue site walk-thru
 A&A Events and Parties

• Assist with seating chart

• Finalize and oversee floor plan and flow

THE DIAMOND PACKAGE: All-Inclusive Coordinator Package:

Too busy to plan the wedding of your dreams? If you are looking for full support on creating and
organizing the ultimate wedding, this is the package for you. Besides everything in The Diamond
Package, you will also receive complete research on vendors, contract negotiations, meetings,
design choices, etc.

• consultations until wedding date

• 12 hours maximum consultant’s services on wedding day
• Unlimited email and telephone communication for questions
• Arrange and attend vendor meetings
• Vendor contract review and management
• Includes a detailed vendor payment schedule
• Guarantee vendors receive final payments and gratuities at end of event
• Act as liaison between wedding vendors and bride and groom
• Assist with potential venue search
• Venue site walk-thru
• Budget development
• Wedding day itinerary
• Creation of theme, colors, decor for wedding
• Finalize floor plan and flow
• Menu and bar planning
• Provide wedding day checklists
• Oversee and finalize seating chart
• Coordinate rehearsal
• Cue services for ceremony and reception
• Supervision of clean-up
• Provided with wedding emergency kit
• Set-up hotel accommodations for out of town guests
• Manage wedding party before and during ceremony
• Supervise floral arrangements for bridal party and family members
• Supervise ceremony and reception set-up
• Arrange programs, ceremony decoration details, escort cards, favors, etc.
• Make sure all gifts get delivered to pre-approved designation
 A&A Events and Parties

Kids Parties and Events

A&A Parties and Events will set itself apart from other child entertainment facilities that may
offer only one or two types of services. Parents desire these services and are frustrated because
they must go to several different businesses or travel long distances to find these types of
activities. The focus of the company is Play Care and Party Place. The services provided will be
exemplary.

The business atmosphere will be clean, friendly and upscale where customers will be
comfortable leaving their children. We will offer a personal touch, fun innovative learning
through play, and a memorable hassle-free Birthday party.

The business will offer event photos of children's birthday parties (taken by a professional
photographer), a unique concept in this type of industry.

Play Time for Kids offers:

• Movie Theatre
• Large playscape
• Playhouse area
• Staff-led Group activities
• Theme Nights
• Art and crafts
• Educational toys and manipulative
• Birthday parties

Pricing of the Service

Price is the most thoughtful element of marketing mix. Once set at a level, it is hard for any firm
to change it. As a new comer in the market, A&A Events and Parties has to be cautious in
pricing its services. After bearing in mind a number of elements, A&A Events and Parties has
decided to offer its customers a number of packages – all based on markup pricing.

10% Mark Up Package

This package is for the corporate clients and to be used in bids for Government programs.
Currently, all other companies are charging 15% mark-up on existing cost as agency charge.
 A&A Events and Parties

A&A Events and Parties is charging only 10% – to send a message that the firm is not only
providing superior services, but actually providing them with much lower cost. This is a strategy
that A&A Events and Parties will use to lure clients from the competitors.

It will also attract small corporations, who at present are unwilling to hire event management
services due to high costs associated with it.

8% Mark Up Package

This package is also for the corporate clients – those who are interested in sponsoring charity
programs. For example, a company wants to sponsor a concert to raise funds for children
suffering from cancer. If they hire A&A Events and Parties to organize the concert, the firm will
charge them 8% mark up on cost instead of usual 10% mark up on cost.

15% Mark Up Package

This package is for non-corporate clients. In this case the firm is charging higher with 15% mark
up over prices. The purpose is sending a message that A&A Events and Parties is not interested
in small events and also to communicate to the market that the firm is providing quality services
at a premium price. A&A Events and Parties is claiming that the firm is looking for prestige and
professionalism – and someone looking to cut cost in a birthday party is not the person the firm
is looking for.

In sometime customers may want to reduce the price. However in most of the cases A&A
Events and Parties will try to overlook these requests as they will hamper the firm’s business in
long run and it will be able to assure the customers that the cost is a result of quality the firm is
providing

Promotion
Business promotion is the most important task in marketing plan. However A&A Events and
Parties also decide to adopt every promotional activity to promote our business. As new firm
A&A Events and Parties will take following promotional strategy:

Networking
For most planners, networking is at the top of the list in terms of developing a strong client base.
Networking can help our business in two ways. If people have met us and know what services
we offer, they may refer business to us or use our service themselves. Furthermore, networking
with hotels, caterers and so on will give us a chance to meet some of the people whose services
we may need as we plan events.
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Advertising
A&A Events and Parties will start advertising on newspapers ten days before the inauguration.
The Ad on first four days will try to create public awareness about the event management
organization. On the 10th day which would be the inauguration day, the firm will give a full-
page booklet on those papers about A&A Events and Parties’s organizational activities, services
and other related topics.

A&A Events and Parties will also advertise in online portal to reach attention of every possible
viewer. A&A Events and Parties will also advertise in Different weekly or monthly magazine to
promote our business.

Electronic media also help to advertise our business. We will choice 2-3 TV channel to promote
our business primarily. We also advertise through mobile operator. By sending message to every
mobile user in Silver spring, Maryland, USA we can reach maximum number of viewer’s
attention.

Social Site
Social site like Facebook and twitter are also good way of promoting business. In this way we
open our official page which will be linked with our official site. In this way we can capture
young people who have very much interest in event management business and also want to
organize event will pay their attention toward us. We also can get feedback from them to
improve our service.

Sales Strategy
A&A Events and Parties deals with a varied market of clients. Within each market segment,
closing of deals will differ. Each approach is described as follows:

1. Private and Public Organizations

Sales will be settled one to two days after the end of the event. A follow-up phone call will
be placed notifying the client of the total cost, number of attendees, and information about
the billing packet that will arrive at their offices. Feedback forms will be included in these
packets to ensure the client is being served as they deem appropriate. Form letter thank-you
card will be sent following each event.
 A&A Events and Parties

2. Individuals

Sales will be concluded with a follow-up phone call one to two days after the event. The
phone call will explain the total cost of the event, number of attendees, and information
concerning the billing. Individual parties of any age group are placed on a billing cycle.
Invoices will be sent out the 25th of the month and will be due the 10th of the following
month. Feedback forms will be included in these packets to ensure the client is being served
as they deem appropriate. Thank-you cards will follow each individual event.

A&A Events and Parties will take following sales strategy too:

• Relationship build up
• Networking
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PART-VI
Design and Development Plan
Design and deployment section deals with how we try to develop our service as we will deal
with service oriented business and how we design each of event. Many seemingly promising
start-ups never get off the ground because their product development efforts stall or the actual
development of the product or service turns out to be more difficult than expected. For that we
provide great emphasis on our development work.

Development Status and Tasks

We always want to develop new and creative event planning service, for that we always use new
technology. We will use event planning software to present a visualize event as per client
requirement which will help our event planning more easily. We also keep up to date with all
over the world to provide our client international flavor of their events. We also use 3-D model
to visualize our event plan to our client for their satisfaction.

Challenges and Risks

All Event management firm should engage in a continual process of examination and review of
their existing events to ensure that the environment is safe for participants, officials, volunteers
and spectators

This process of examination becomes even more important in the planning process for new
events. A failure to assess the risks involved in events can be disastrous as a result of:

• Loss of reputation
• Financial loss
• Damage to facilities
• Injury to players
• Over-stressed workers
• Loss of equipment
• Over-resourcing of one objective leading to under-resourcing of other objectives

Our main challenges to operate this business are as follows:

• Major strength of our competitor unknown which may be a challenge to face as

new comer
• Providing satisfactory customer service
• Creating a unique brand value in this industry which differentiate us from other
• Most important challenge is to proper management
 A&A Events and Parties

• To make every event memorable as our tagline reflect

Projected Development Costs

Project development cost will vary along with different event requirement. But we want keep our
all project cost as low as we can though efficient management of resources. We also want to
provide our client a lucrative event plan at a best rate. Bearing in mind that all the support
system, do their job in professional manner in developing each project and keep cost as low as
we can without compromising our quality service.

Proprietary Issues (Patents, Trademarks, Copyrights, Licenses, Brand Names)

Proprietary issue is an important task to deal with. As we want to start anew business we must
register a patent, trademark and also formalize our copyright issue and most importantly Brand
name.
 A&A Events and Parties

PART-VII
Operations Plan
The operations plan section of the business plan outlines how our business will be run and how
our service will be served. We have to strike a careful balance between adequately describing
this topic and providing too much detail.

General Approach to Operations

To provide service we need employee, as we all know business like event management need
young employees as they are energetic and core element of our business. We will emphasis
toward creative employees who can help us in planning event more creative. We will hire fresher
as well people with experience belong to this sector. All employee will be good at different work
such as it, computer operation, management, and designer, marketing and sales. But most of
recruitment will be contractual basis rather permanent except specialize employee. As we need
lot of volunteers to accomplish each event we recruit them part time basis.

We also maintain good relation with our support services like catering, decorator, designer,
flower shop and other related parties.

Facilities and Equipment

The company will maintain a high degree of professionalism. Whole office will be equipped
with the latest in business technology, such as telephone systems, computers, fax machines,
email, duplicators, printers, and software. In office location will have a secure storage area for
supplies and equipment used in events, such as walkie-talkies, cellular phones, portable fax
machines, and laptops.
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PART-VIII
Overall Schedule
A schedule should be prepared that shows the major events required to launch the business. The
schedule should be in the format of milestones critical to the business’s success. We also try to
show our milestones chart of crucial event in first year of operation provided as follows:
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PART-IX
Financial Plan
Here is an analysis of start-up expenses and capitalization for A&A Events and Parties. We plan
to apply for a $5,000 loan, in order to, purchase the necessary items we need to get started. The
loan will be paid off within the first five years of our operating services.

The main focus for the first year will be purchasing the necessary business licenses, insurance,
legal fees, and educational certifications. Software services for accounting and event
management will also be vital to the start of our company so these will be purchased within the
first year as well.

Within the first five years of service, A&A Events and Parties will financially spend more on
monthly and yearly advertising. Upgrading to higher advertising packages and purchasing more
advertisement in local and national wedding magazines will also be incorporated into our
financial plan. We will also be spending more money on the location for an office, so we will be
able to hold meetings and provide a space for a showroom for guests without having to hassle
with reserving meeting rooms as well.

The plan for ten years of service will primarily focus on creating the opportunity to add at least
10 additional team members. By year ten, we also expect to expand our services to three more
locations in Lawrence, Topeka, and Manhattan, Kansas. This will require more advertising and
marketing materials to be created and implemented in our financial plan.
 A&A Events and Parties

A&A Events and Parties Estimated Startup Cost

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Appendices
• Bridal Profile Form
• Bridal Client Questionnaire
• Marriage License Requirements
• Civil Ceremony Requirements
• Wedding Budget
• Preferred Vendors
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