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 full application for Major Events Fund investment, you'll need to submit a comprehensive business plan that includes 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.