The Pitch Project: A Comprehensive Business Plan for Event Planning

This project presents a comprehensive business plan for Pink Crescent Moon Events, a UK-based event planning startup. The plan outlines the business overview, including the core product of event planning services for various occasions like weddings and birthdays, with a future aim to expand into corporate events. It details the management structure, including required skills and roles, identifying a skill gap in market analysis and proposing a job advertisement. The project analyzes the target market, emphasizing the company's unique selling proposition (USP) which focuses on unique themes and perfection. It covers marketing strategies, including market research questions and competitive analysis, using a SWOT framework. The operations and logistics section addresses premises, equipment, transport, legal and insurance requirements, and fixed monthly costs. The plan also includes cost and pricing strategies, and cash flow forecasts over three years, providing a detailed financial outlook for the business. References are provided to support the research and analysis within the plan.

The Pitch Project

Table of Contents
SECTION ONE ..............................................................................................................................4
Business Overview.......................................................................................................................4
1.1. Business Summary................................................................................................................4
1.2. Describe Core product..........................................................................................................4
1.3. Current or Future Business Aim...........................................................................................4
1.4. Requirement of Capital.........................................................................................................4
SECTION TWO...............................................................................................................................5
Management Structure.................................................................................................................5
2.1. Professional Team Skills.......................................................................................................5
2.2. Roles & Responsibilities of each team members..................................................................5
2.3. Identify company's skill gap, select one role and create advertisement that skills required
to perform their roles & responsibilities......................................................................................6
SECTION THREE ..........................................................................................................................6
The market...................................................................................................................................6
3.1. Describe Target Market........................................................................................................6
3.2. Explain the company's USP..................................................................................................7
SECTION FOUR.............................................................................................................................7
Marketing.....................................................................................................................................7
4.1. Explain market research along with some market research questions..................................7
4.2. Competitive Analysis............................................................................................................8
4.3 Marketing strategy.................................................................................................................8
SECTION FIVE...............................................................................................................................9
Operations and logistics...............................................................................................................9
5.1. Premises................................................................................................................................9
5.2 Equipment & Set up Costs.....................................................................................................9
5.3. Transport needs.....................................................................................................................9
5.4. Legal requirements................................................................................................................9
5.5. Insurance requirements.........................................................................................................9
5.6. Other required Certifications..............................................................................................10

5.7. Fixed monthly Costs as per cash flow................................................................................10
SECTION SIX...............................................................................................................................11
Costs and pricing strategy..........................................................................................................11
6.1. Costs and pricing strategy...................................................................................................11
SECTION SEVEN.........................................................................................................................11
Cash Flow forecasts...................................................................................................................11
7.1. Cash Flow forecasts ...........................................................................................................11
7.2. Three years projections.......................................................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES .............................................................................................................................14

SECTION ONE
Business Overview
1.1. Business Summary
Pink Crescent Moon Events is UK based event planning company which organization
different type of events such as wedding, birthdays and organize special events as per the
customer requirement. In future Pink Crescent Moon Events plan to organize corporate events.
Company located at Welwyn Garden City, United Kingdom.
1.2. Describe Core product
Pink Crescent Moon Events offer event planning services to the general public such as
birthday parties, wedding occasion, any other special events etc. Company ask their customers to
explain their expectations and budget which they can spend for any event (Barnett, 2019). After
that, Pink Crescent Moon Events planned entire event as per their expectations in the budgeted
value.
1.3. Current or Future Business Aim
Current aim of Pink Crescent Moon Events is to organization events as per the
requirement such as birthday, wedding etc. But make sure that customers is fully satisfy and they
meet the expectation because helps the business to make their customer loyal.
Future aim of the company is to plan corporate events as well, so further they target the
corporate clients who organization variety of events or program for their employees to improve
their working efficiency.
1.4. Requirement of Capital
In order to implement their idea into reality, business required capital investment to
perform various activities or able to execute their plan in order to get success. Pink Crescent
Moon Events company invest £ 40,000 as a capital for this start up plan. Management need to
ensure that every expenses should be covered under this budgeted amount.

SECTION TWO
Management Structure
2.1. Professional Team Skills
At the time of executive any new idea in the market, owner of the business need to
identify that which kind of skills they required in their employee or team members. So they can
achieve their desired goals & objectives. For every team member they required some transferable
or professional skills which mentioned in the below table:
Transferable skills Professional skills
 Team work
 Leadership
 Written & Verbal Communication
 Numeracy skills
 Management
 Active listening
 Effective communication
 Customer services
 Problem solving
 Critical thinking
2.2. Roles & Responsibilities of each team members
For the event planning start-up, business required people who can interact with customers
and able to serve quality services or satisfy them as well (Bayati And et. al., 2018). Pink
Crescent Moon Events required workforce to perform their operations and all of them has
different roles & responsibilities which discussed below:
Event planner:
 Individual have to plan events, design or complete the work within given time period.
 Make coordination with other team members and clients.
 Arrange all the things which required to complete any project.
Back office staff:
 Greeting guest and ask them for your help
 Handle customer queries and answering phones.
 Maintain schedule and provide all the information which customer wanted to know about
the services.
Team leader:

 It has responsibility to manage their whole team and make coordinate so they perform
their role.
 Monitor the event and identified issues need to resolve at the same time.
Accountant:
 They have to record or manage each transaction on daily basis
 Maintain invoices for the future references
 Prepare financial statements to evaluate overall profit
2.3. Identify company's skill gap, select one role and create advertisement that skills required to
perform their roles & responsibilities
In the organization, above mention some of the skills available in the workforce of Pink
Crescent Moon Events. But there is one most important skill which required to have in the team
members to perform their task effectively. Such as critical thinking process in the employees so
they generate new ideas & innovative theme for the events. Pink Crescent Moon Events need to
hire market analyst who research the market and the current demand as well. Along with this, it
helps in making effective strategies which is used to expand their business operations.
In order to eliminate this gap, company need to hire market analyst so they post an
advertisement in the newspaper or company's website and define the roles & responsibility
which they looking for it.
SECTION THREE
The market
3.1. Describe Target Market
It is one of the important factor to identify target market because further strategies and
actions will take accordingly. All the customers target on the basis of their need or ability to pay
for the services (Bayati And et. al., 2018). Market size of wider where Pink Crescent Moon
Events company target rich people of London because it is the populated area so they can context
us for any event such as wedding or parties. Current market share of event planning business is
around 3% and further they rapidly grow or generate more revenue. Basically, Pink Crescent
Moon Events target the crowded location because it can generate more demand for the company.

3.2. Explain the company's USP
Every organizations has their Unique Selling Proposition (USP) which make them more
competitive in the market through offering different services to their consumers. In context of
Pink Crescent Moon Events company, they need to provide different events in comparison to
their competitors. Pink Crescent Moon Events offer unique theme and also focus on perfection
because, it is observed that many events faces various issues which affect the future work. So
event manager work on small things and ensure that each action will be done effectively.
SECTION FOUR
Marketing
4.1. Explain market research along with some market research questions
Market research is the process where individual done intense research in the market to
identify the current demand of consumers regarding products (Brauchli, Leipold and Jäncke,
2019). It is also used to identify the marketing performance, customer satisfaction, innovation
etc. There are some market research questions which asked by the Pink Crescent Moon Events
company to the consumers. By using survey method company produce questionnaire:
Q.1 For which occasion you want to call or contact event planning company?
a. For Wedding
b. For Birthday
c. Any other occasion
Q.2 Would you like to hire event planner for wedding event in your family?
a. Yes
b. No
Q.3 How would you go about finding an events manager?
a. Internet
b. With friends reference
c. New paper
d. Any other source

4.2. Competitive Analysis
In the event planning business, Premier UK events Ltd is the biggest competitor of this
industry. They working in the same market from many years so they know that how to handle
customers and what are their demand & expectations regarding event. Pink Crescent Moon
Events also entered in the same field but due to their uniqueness or effective strategy planning
make them able to compete with their competitors. It will be evaluated with the help of SWOT
framework through identifying their strength, weakness, threats and opportunities.
Strengths Weakness
 Pink Crescent Moon Events company
offer theme basis events
 They plan events under the budget of
their clients.
 Due to new start-up it has low customer
base.
 Initially low workforce which impact
the operations.
Opportunities Threats
 In future Pink Crescent Moon Events
organize corporate events and expand
their services.
 Innovative ideas or theme will helps in
making more more popular in the
market.
 Huge competition in the market such as
Premier Inn.
 Lack of financial resources or expertise
affect the Pink Crescent Moon Events
to expand their business.
4.3 Marketing strategy
Pink Crescent Moon Events follow the marketing mix strategy in order to make their idea
visible in the market and take necessary actions or build various strategy to execute their plan.
Further discussion are as follow:
Product / Services: Pink Crescent Moon Events offer event management services where
they organize different occasions such as wedding, birthday parties, success parties or any event
as per the client's requirement (Fisher, Pillemer and Amabile, 2018).
Price: Pink Crescent Moon Events use competitive price strategy which help them to
attract more customers or make their customer base stronger.

Place: Company target the highly crowded area such as London city where they sell their
service to the people and generate revenue from them.
Promotion: Pink Crescent Moon Events use various marketing platform to make people
aware about their services such as social media campaign, breading strategy etc.
SECTION FIVE
Operations and logistics
5.1. Premises
Pink Crescent Moon Events company need to secure business premises and done all the
operational activities from their and manage other things as well (Guigue and Project 8
Collaboration, 2020). Average rental cost of office is £ 1800 per annual and it is fixed cost for
the company.
5.2 Equipment & Set up Costs
Product Cost ( £)
POS systems 452
Computers 20
Furniture 95
office equipment 55
Total £ 622
5.3. Transport needs
Pink Crescent Moon Events Planner need to manage transport services as well because
they have to move decoration items from office place to where event organize. Before
preparation of event or after the event, company need to pack up so they need personal vehicles
for that such as trucks. Company spend £ 24 annually and it fixed expense for the Pink Crescent
Moon Events.
5.4. Legal requirements
Pink Crescent Moon Events is registered under sole trader so they need to follow all the
regulations which is mandatory for the sole proprietor (Quinlan and et.al., 2019). Along with
this, they need to take licence to run event planning business in the market.

5.5. Insurance requirements
Business insurance protect the organization for various losses which can occur due to
uncertain events and they get the protection from it. Professional liability insurance protects the
sole proprietor business from service-related issues and uncertain events. So company adopt this
lawsuits or protect their business.
At the time of formulating new business, they need to secure their business with
insurance. Pink Crescent Moon Events annually spend £ 53 on insurance and that is fixed
expense for the company.
5.6. Other required Certifications
At the time of managing any event, Pink Crescent Moon Events can produce mutual
certificate with suppliers for the specify duration in order to supply raw material on fixed rate
(Torres, 2019). It make them able to prevent the situation of fluctuation in price of raw material.
5.7. Fixed monthly Costs as per cash flow
Fixed Costs: Cost
Salaries 200
Rent. 1800
Rates 0
Staff Wages. 0
Utilities/Gas/Elec 500
Phones. 150
Freight & Postage 12
Stationary. 15
Promotion & Ad. 80
Website. 1000
Accountant 30
Legal 50

Transport &Vehicles 24
Insurance 53
Maintenance 15
Computers. 20
Total 3949
SECTION SIX
Costs and pricing strategy
6.1. Costs and pricing strategy
Product/service name Wedding event
Cost to your business per unit 10
Price you charge per unit 500
Profit margin (£) 100
Profit margin (%)
(Profit / Price x 100 = Profit margin)
= (100 / 500) * 100
= 20%
Mark up (%)
(Profit / Cost x 100 = Mark Up)
= (100/400) * 100
= 25%
SECTION SEVEN
Cash Flow forecasts
7.1. Cash Flow forecasts
Particulars Year 1 Year 2 Year 3

Sales 5000 5500 6251
Loan 0 0 0
Investment. 0 0 0
Total Sales: 5000 5500 6251
SET UP COSTS TOTAL
Direct Costs:
Materials. 1234 986 1420
Stock. 25 754 14
Additional Staffing 0 0 0
TOTAL Direct Costs: 1259 1740 1434
Fixed Costs:
Salaries 1 200 200 200
Rent. 1800 1800 1800
Rates 0 0 0
Staff Wages. 0 0 0
Utilities/Gas/Elec 500 500 500
Phones. 150 150 150
Freight & Postage 12 12 12
Stationary. 15 15 15
Promotion & Ad. 80 80 80

Website. 1000 0 0
Accountant 30 30 30
Legal 50 0 0
Transport & Vehicles 24 24 24
Insurance 53 53 53
Maintenance 15 15 15
Computers. 20 20 20
Misc. 0 0 0
Loan repayment. 0 0 0
Interest on loan. 0 0 0
TOTAL: 3949 2899 2899
Sub Total: Fix + Direct Costs. 5208 4639 4333
Net Profit: Sales – Sub total -208 861 1918
7.2. Three years projections
Year 1 2 3
Sales 5000 5500 6251
Net profit -208 861 1918
CONCLUSION
From the above discussion it has been concluded that, at the time of making any business
plan individual need to evaluate every aspect which help the business to perform their
operational activities. Business case include the various projections such as related to the finance
and they need to build marketing strategies as well for the effective promotion of their products
& services which they offer in the market.

REFERENCES
Books & Journals
Barnett, M. L., 2019. The business case for corporate social responsibility: A critique and an
indirect path forward. Business & Society. 58(1). pp.167-190.
Bayati, I. And et. al., 2018. June. UNAFLOW project: UNsteady Aerodynamics of FLOating
Wind turbines. In Journal of Physics: Conference Series (Vol. 1037, No. 7, p. 072037).
IOP Publishing.
Bayati, I. And et. al., 2018. A reference open data vertical axis wind turbine, with individual
pitch control, for code validation purposes. Renewable Energy. 115. pp.711-720.
Brauchli, C., Leipold, S. and Jäncke, L., 2019. Univariate and multivariate analyses of functional
networks in absolute pitch. Neuroimage. 189. pp.241-247.
Fisher, C. M., Pillemer, J. and Amabile, T. M., 2018. Deep help in complex project work:
Guiding and path-clearing across difficult terrain. Academy of Management Journal.
61(4). pp.1524-1553.
Guigue, M. and Project 8 Collaboration, 2020. January. Status of the Project 8 phase II.
In Journal of Physics: Conference Series (Vol. 1342, No. 1, p. 012025). IOP
Publishing.
Quinlan, C. and et.al., 2019. Business research methods. South Western Cengage.
Torres, I., 2019. Senior Project: Animation/Pitch Bible.