Strategic and business planning for events

This page provides information on an event strategy and business plan and links to useful resources.

Event strategy

Having a clear event strategy will help you focus energy and resources, strengthen operations and ensure everyone involved is working towards common goals.

A strategic plan typically looks ahead (for up to 10 years) and outlines:

  • where an event/organisation is going
  • what is needed to get there
  • how you'll know if it's successful.

Business planning

A business plan is an ‘operational roadmap’ that:

  • aligns with the strategic plan
  • guides the implementation of your event.

Help with planning

The New Zealand Events Association (NZEA) has developed a guide to help you with strategic and business planning for your events.

New Zealand Events Association (NZEA)(external link)

If you've been invited to submit a Stage 2 application for Major Events Development Fund investment, you'll need to include a comprehensive business plan. This can be in any format and include all of the elements outlined in the Business Plan Template in the guide (below), along with any other information that's relevant to your application.

Strategic & Business Planning for Events [PDF, 446 KB]

Event Scotland has developed a helpful guide for event management business planning.

Event Scotland — Event Management Guide(external link)

Pre-event budgeting

Your business plan should include a pre-event budget. This present a realistic picture of your event, including all forecast income and expenditure sources.

You should therefore take time to:

  • get quotes and undertake research to ensure expected expenditure is accurate
  • set realistic sponsorship targets
  • set realistic ticketing income targets.

We strongly recommend you get fellow event organisers and financial experts to do a rigorous peer review and ‘cost challenge’ of the pre-event budget. This will avoid the risk of unpleasant financial surprises once the event is won.

For more information on budgeting see the Budgeting, financial and insurance section.