Event Business Plan

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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.

Regardless of the scale, age or history of your event, the Business Plan is an essential tool that will: • Communicate the vision, purpose and benefits of the event to others • Enable you to focus on the event’s potential to develop and grow • Illustrate and help secure the event’s viability and sustainability in the longer term • Show how much money is needed and what it is needed for • Help you plan the resources, delivery and operating structure • Help you raise funding

• Help you measure success

It is recommended that all business plans being submitted in conjunction with National Programme Applications contain the following:

• An Event Overview including:

- Vision and Mission Statement

- Key Outcomes/deliverables

- The Event

- Target Market

- Stakeholder involvement and benefits

- Delivery mechanism

• Development Plan including

- Strategic Development

- SWOT Analysis

• Financial Plan and Considerations

- Income and Expenditure projections

- Economic Impact Estimation

Key areas to be addressed in an event business plan include:

• The event’s vision and mission – i.e. what it ultimately aims to achieve

• Who the key stakeholders are, what benefits they will accrue and how the event fits with their strategies

• The relevant experience and track record of the organisers

• The event’s background and an overview of plans for the current year

• The SWOT analysis (identify strengths, weaknesses, opportunities and threats)

• Key objectives and achievement strategy for the current year

• A development plan – how key aims and objectives will be realised going forward (beyond the current year)

• Marketing and communications planning

• Event requirements – staffing structure, facilities, services, venues, etc

• How much the event will cost – budget projections over 3–5 year period

• How will it will be paid for – identifying income streams

• Management and business controls

• Risk management and contingency plans

• Future considerations

For further information on creating your own event business plan please refer to Event Management: A Practical Guide which can be found on the Funding and resources pages of the EventScotland website: http://www.eventscotland.org/funding-and-resources

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Contents Page

Executive Summary

1. Background & History
• Event Management/Experience
• Event History

2. Event Overview
• Vision and Mission
• Key Outcomes/deliverables
• The Event
• Target Market
• Stakeholder involvement and benefits
• Delivery mechanism

3. Development Plan - Going Forward
• Strategic Development
• SWOT analysis

4. Event Requirements
• Facilities
• Services
• Production
• Legal & insurance

5. Marketing and Communications Plan

6. Financial Plan & Considerations
• Income and Expenditure Projections
• Economic Impact Estimation

7. Management and Business Controls
• Event Action Plan Template
• The Business
• Monitoring and Evaluation of outcomes
• Risk factors

8. Appendices
Executive Summary

The executive summary should be concise and should contain an overview of the following: • What the event is
• The event’s vision & mission
• Its objectives
• When and where it will take place
• Why the event has...
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