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

<Insert event title> <Document title i.e. ....... Business Plan 2011 - 2014> <insert version no> <insert !ate>" <Insert Event #o$o%&ran!>" <Insert contact !etails>"

'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

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

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

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 Unique event in calendar Point 2 Point 3 Opportunitie !o grow into new mar"et and invite in different age group Point 2 Point 3

1eaknesses Potential for weather to affect programme Point 2 Point 3 !hreat #la he with other event ta"ing place in the local area Point 2 Point 3

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

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@. 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

ANNUAL BUDGET TEMPLATE Total Budget Value 2009/10 Total Budget Value 2010/11

INCOME Local Authority Funding Scottish Enterprise Funding Other Grants/Public Funding Amount requested from E entScotland !rusts/Foundations Sponsorship !ic"et Sales #erchandising $ !rade site fees / %ospitality / Programmes Other &ncome Total Inco e E"PENDITU#E Ad $n$%t&at$on General Administration General &nsurance !ra el ' Accommodation Staff Salaries ' Fees #anagement Fees Other Administration E(penses 'u(total Ad $n$%t&at$on E)ent Co%t% E ent E aluation/)id *osts Sanction Fees +if appropriate, Facility/-enue *osts Other Production *osts +Plant. Equip/ %ire. *re0. Security, %ealth ' Safety E ent &nsurance *eremonies Entertainment/Artistic Programme +fees and costs, %ospitality *ost of #erchandising !ra el. Accommodation ' Ser ices *ommunication +1adios etc, Other E ent E(penses 'u(total E)ent Co%t% Ma&*et$ng and P&o ot$on E+,en%e% Ad ertising 2esign Fees ' Print Production 2irect #ail/2istribution/2isplay &nternet Promotions #ar"et 1esearch !ic"et Production Other #ar"eting ' Promotions E(penses

Total Bud Value 2011/1

!0 Total Budget Value

!0 Total Budget Value

!0

Total Bud Value

!0 Total Budget Value

!0 Total Budget Value

!0 Total Bud Value

!0 Total Budget Value

!0 Total Budget Value

!0 Total Bud Value

4F

'u(total Ma&*et$ng and P&o ot$on

!0 Total Budget Value 2009/10 !0 !0 !0 !0

!0 Total Budget Value 2010/11 !0 !0 !0 !0

!0

TOTAL E"PENDITU#E CONTINGENC- .10/ O0 TOTAL E"PEN'E'1 TOTAL E"PEN'E' 2 CONTINGENC'U#PLU' / DE0ICIT

Total Budge Value 2011/1 !0 !0 !0 !0

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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<"

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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!

5ctivit* 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 2esponsi&ilit* Insert Bame"

Plan updated on! C 1 4 5 4 C C 5 ) . B

+ersion! D C )tatus

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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

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