Event Business Plan Template Page 4


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 been developed
Who the event aims to attract (the market)
What the key benefits of hosting the event are – to the community, sector,
stakeholders, etc
Who developed the event and Business Plan
Statement as to the estimated event income and expenditure
Business Plan review (i.e. plans for monitoring and updates)
What the main sections of the Business Plan are
1. Background & History
This section should include information on:
Event Management/Experience – outline who you are and what your relevant experience
and track record is
Event History – is this the events first year; where did the idea come from; have there been
similar events; has it previously been staged elsewhere; what kind of event is it; who does it
2. Event Overview – Current Year
This section should set out plans for the ‘live’ event year:
Vision - A short statement that describes, in broad terms, the event’s long term aim
Mission - A more detailed statement which provides detail on how the vision will be
Key Outcomes/deliverables – Targets/Objectives - This is an opportunity to define and
communicate the objectives and deliverables of the event. These should help to deliver the
vision and mission. Set timescales and identify who each action will be led by (i.e. which
organisation/individual). They need to be clearly set out and should follow the SMART
principle: Specific, Measurable, Achievable, Relevant and Time-Based:
The Event – describe the event and its various elements in more detail. Give an overview of
the intended event content/programme and any new developments


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