How to Start an Event Planning Business

Planning events can be highly fulfilling and even downright fun. You’re the behind-the-scenes mastermind orchestrating every detail from designing the theme to coordinating vendors. When everything goes right, you create unforgettable experiences for attendees. 

If you’re passionate about bringing people together, launching your own company may seem like the logical next step. Understanding how to start an event planning business will allow you to begin your journey as smoothly as possible. 

Take the first step by reading the ultimate guide on how to start an event planning business. Below, I break down how to build your business, branding strategies, event management software, and more. 

Introduction to event planning 

An event planning business coordinates gatherings for individuals or organizations. They consult with clients to learn about their expectations and needs. The company also plans and manages all the logistical details needed to run an event. 

Hiring an event planning business allows clients to save time and reduce stress. The event planner handles all the nitty-gritty and time-consuming tasks for the function. For example, the company may order napkins and market events on social media. That way, clients can relax and savor their events instead of getting bogged down by the logistics. 

Clients also benefit from an event planning business’s experience and network. A seasoned event planner can coordinate gatherings much more efficiently than an individual who hosts the occasional birthday party. Event planning companies also have vendor connections that they can leverage for the best deals. 

What are the types of event planning businesses?  

Event planning companies generally specialize in one of three areas: corporate, social, and wedding. 

Corporate event planners organize professional functions for companies. Common corporate events include: 

• Board member meetings 
• Company retreats
• Holiday parties 
• Trade shows 
• Training programs 

Social event planning companies manage gatherings for individuals or small groups. Here are a few examples of social events: 

• Baby showers and gender reveals
• Graduation parties 
• High school reunions

Finally, wedding planners coordinate romantic events such as weddings, elopements, and vow renewals.  

Prepare to start your event planning business

Aspiring event managers often wonder how to start an event planning business from home. These strategies will help you prepare to build your company. 

Identify your skills and strengths

Begin by assessing your event planning skillset. Every planner needs these foundational skills: 

• Communication 
• Customer service
• Networking
• Organization 
• Problem-solving 
• Time management 

Evaluate your proficiency in each skill to determine if you’re ready to start a business. For example, you may take a business course first if you need to strengthen your budgeting skills. 

Gain the necessary experience

It’s possible to learn how to start an event planning business with no experience. However, you’ll achieve success faster if you gain relevant expertise first. 

Consider apprenticing or working for a seasoned event planner. They can provide mentorship and help you build a professional network. You can also gain experience by planning events for friends and family. 

Conduct thorough market research

Research the event planning market to size up your competition and study the strategies used by successful businesses. Gather information about marketing tactics, pricing, services, and other aspects. This data will provide valuable insights you can apply to your own company.

Determine your unique selling proposition

As you analyze the event planning market, look for underserved audiences and emerging trends. Capitalizing on these niches can help you stand out from competitors and establish your unique value. For example, you could specialize in planning weddings for LGBTQ+ couples or organizing eco-friendly corporate retreats. 

Define your mission and clear business goals

Every event planning business needs a core mission to guide its decisions. Here are two examples of strong missions: 

• Create corporate events that foster collaboration and cross-cultural understanding in the workplace.
• Help couples celebrate their love with elegant, luxurious weddings that exceed expectations.

Develop measurable and specific goals related to your mission. For instance, you could aim to organize team-building events for 20 companies in the next six months. 

Create a business plan 

Write a business plan to guide your company’s development and growth. This document maps a business’s structure, goals, resources, and services. 

Online resources can help you learn how to start an event planning business plan. For example, the U.S. Small Business Administration (SBA) offers free business plan templates. 

Legal and financial preparations

You’ll need to complete a few legal and financial processes before your company can start planning events. Follow this checklist: 

1. Choose a business name. Pick a short and memorable name related to your services. Research potential names to make sure they haven’t already been used by competitors. 
2. Determine your legal structure. You can set your business up as a sole proprietorship, a limited liability company (LLC), or an S corporation. The SBA offers an in-depth guide about each structure’s tax implications and risks. 
3. Register your business with the government. Many state and local governments have registration requirements and fees for businesses. 
4. Apply for an Employer Identification Number (EIN). New businesses must visit the Internal Revenue Service website to apply for an EIN. 
5. Open a business bank account. Separate your business revenue from your personal money by opening a business bank account. 
6. Get necessary permits and licenses. You may need to obtain permits or licenses for your events. For instance, many states require businesses to get licenses to serve alcohol at events. 
7. Buy business insurance. Protect your company by obtaining business insurance. Event planning companies often need event cancellation and professional liability insurance policies.   
8. Calculate startup costs. How much does it cost to start an event planning business? Entrepreneur estimates that startup expenses range from approximately $3,000 to $25,000. These costs may include insurance, licenses, payroll, supplies, and technology.
9. Gather funding. Once you’ve identified startup costs, you’ll need to find a way to pay them. Some people use their personal savings to start their businesses. Others apply for small business loans or get capital from investors. 
10. Set up an accounting system. Use accounting software to manage cash flow and track revenue and expenses. Popular accounting systems for small businesses include QuickBooks, ZipBooks, and Zoho Books. 
11. Structure your pricing strategy. Decide how you want to charge for your services. Some event planners charge an hourly rate, while others charge a fixed fee per service. You can also offer bundled services or multi-event packages for a small discount. 

Establish your brand and online presence 

Many customers research event planners on the internet. Follow these steps to build your online presence and capture organic traffic. 

Create a business logo 

Start by designing a memorable and visually appealing business logo. Consider the interests of your target demographic as you create this graphic. For example, the logo for Georgia Multisports Productions includes the iconic symbol of a peach to appeal to local clients. It also includes small graphics of people cycling, running, and swimming to showcase some of the ticketed events the company organizes. 

Set up your website 

Secure a domain name and build a business website. This website should include: 

• A brief bio 
• Available services and pricing 
• Photographs and videos of your events 
• Contact information 
• Links to social media accounts 

Establish your social media presence 

Many event planning businesses use social media to engage clients and market their services. Choose platforms that resonate with your target audience. For instance, mid-career corporate professionals may use Facebook, while young brides-to-be flock to TikTok. 

Design your visual brand 

Choose complementary colors and accessible fonts for your visual brand. Consistently use these elements on your business cards, email templates, and other promotional materials. 

Launch your event planning business

Once you’ve completed the preliminary steps, you’re ready to start operating your event planning business. Here are a few strategies to get you off to a smooth beginning. 

Market your business effectively

Use marketing tactics to generate leads and spread the word about your new company. These affordable strategies can help you connect with potential clients: 

• Content marketing: Attract customers by sharing valuable content online. For example, you could publish a list of local event planning resources on your website. 
• Email marketing: Invite potential customers to subscribe to a weekly or monthly e-newsletter with event planning tips. 
• Influencer marketing: Partner with a social media influencer to advertise your services. 
• Paid-per-click ads: Buy targeted display ads from Google, Meta, Yahoo, and other platforms. 

Set a marketing budget and try one or two channels at a time.

Hire employees and support staff

As your business grows, you may need to hire employees to help you keep up with demand. Look for staff with previous experience in the event planning industry and provide training as necessary. 

Find a mentor or business coach 

An experienced mentor can offer guidance and support as you develop your business. They can also help you navigate tricky situations, such as upset clients or unresponsive vendors. 

Networking can help you find a mentor or coach. Build relationships by attending industry events and connecting with seasoned event planners online. 

Prepare an elevator pitch

Design a 30-second speech to explain your event planning business to potential clients. This elevator pitch should include: 

• A compelling hook 
• A brief explanation of your services 
• Your unique value proposition 
• A call to action 

Build a portfolio 

Create an online portfolio to showcase your events and wow potential customers. This portfolio could include: 

• A brief description of each event 
• Photographs and videos 
• Client testimonials and reviews
• Press releases

Update your portfolio regularly as you gain experience and expand your skills. 

Run your event planning business 

Operating your event planning business can be energizing, but stressful. These best practices will help you run your company effectively and satisfy customers. 

Follow the 7 stages of event planning 

A structured approach to event planning will help you stay on track and prevent mistakes. Follow these stages for every event: 

1. Define the event goals. 
2. Create a budget and timeline.
3. Conduct marketing research. 
4. Choose a venue that will appeal to your target audience. 
5. Promote the event with email marketing, landing pages, and press releases. 
6. Coordinate the logistical operations. 
7. Assess your performance after the event. 

Use event management software 

Don’t rely on scribbled sticky notes or your memory to coordinate events. Use event management tools to stay organized and automate tasks. 

Streamline your to-do list with Constant Contact’s event management software. This platform lets you build custom landing pages and sell tickets. You can also automatically promote your event through email and social media. These features can boost attendance and give you more time to focus on other responsibilities. 

Network with vendors

Build strong connections with local caterers, musicians, and other vendors. These suppliers may offer you better deals as your relationship develops. You could also partner with vendors for mutually beneficial business arrangements. 

Create mobile-friendly emails and online content 

People often view digital content on their smartphones. Optimize your content for these devices with mobile-friendly email and website templates. 

Follow business management and industry trends 

Keep up with the latest trends in the event planning industry. Consider joining relevant organizations, such as the Wedding International Professionals Association. You can also subscribe to event planning newsletters and podcasts to learn about new developments. 

Additional resources and tips 

Event planners often encounter challenges as they build their businesses. For example, you may struggle to acquire new customers or feel overwhelmed by tasks. Developing a strategic marketing plan and using automation can help you overcome these difficulties. 

Continuous learning can also help you succeed. There are many convenient online resources from industry professionals. For instance, Event Certificate offers a free how to start an event planning business webinar on YouTube. LinkedIn Learning also has event training courses. 

Turn your passion into a thriving business

Building a profitable event planning business requires the right knowledge, resources, and strategies. To prepare for success, create a business plan and conduct thorough research. 

Of course, as an event planner, you already have the skills to manage complex projects. By paying close attention to detail and staying organized, you’ll keep your events and your new business running smoothly.

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