Personal Event Planning Business Plan

Occasions, The Event Planning Specialists

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Strategy and Implementation Summary

5.0 Strategy and Implementation Summary

Marketing and Competition
We have discussed our client base as being predominately middle to upper-middle class individuals, couples or families, public and private organisations. We must then look at the needs of these markets and cater to them. We promise the same great results, every time.

When marketing to individuals, the idea of releasing them from the task, freeing their time for family and friends, and the promise of a worry-free event are the buzz words and concepts. Our marketing is predominantly by word of mouth or visual connection to large events these individuals have participated in or worked at.

When marketing to public or private organisations, the idea of greater efficiency for the money and a professional event without error would be the key concept. Groups, especially large ones, do not wish to deal with problems that arise due to oversight on their part. If the guarantee of worry-free, error-free events is available at a cost benefit to them, there really appears to be no better choice.

5.1 Sales Strategy

Occasions deals with a diverse market of clients. Within each market segment, closing of sales will differ. Each approach is described as follows:

1. Private and Public Organisations
   Sales will be concluded one to two days after the end of the event. A follow-up phone call will be placed informing 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-yous will be sent following each event.

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.

5.1.1 Sales Forecast

By beginning on a smaller scale, Occasions has the foresight to grow at a rapid pace to keep up with demand. We wish to maintain a steady rate of sales growth; however, we understand that sales of products and services will vary in different months. As noted in the graph and chart, rapid increases during the holiday season will boost sales, then allow that growth to level off at a steady rate.

Sales Monthly



Sales Forecast

Sales Forecast
Sales	FY 2000	FY 2001	FY 2002
Private	£206,170	£276,099	£299,002
Public	£113,185	£178,490	£193,000
Other	£33,794	£40,081	£62,777
Total Sales	£353,149	£494,670	£554,779
Direct Cost of Sales	FY 2000	FY 2001	FY 2002
Private	£312	£330	£355
Public	£210	£246	£346
Other	£132	£151	£189
Subtotal Direct Cost of Sales	£654	£727	£890