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Event Planning icon Personal Event Planning Business Plan

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Executive Summary



The fast pace of the world we live in leaves little time for extra things we would like to do, like plan events, parties, and social get-togethers. The demand for this service can only increase considering the rise in incomes, population, and need for interpersonal relations in the workplace.


Occasions is an equal opportunity business making its expertise and its products available to help its customers plan their own events. Party Packs (complete kits for their event), make hosting a party a snap, right down to the refreshments. The event planning software brings interactive event planning as close as their personal computer. Through these and other affordable products and services, Occasions aims to be the number one resource for any event.


The market for event planning breaks down into wide, very diverse segments. Individuals, as well as organizations, demand the services we provide. In order to provide the greatest depth of information, we break the market segments down into private and public organizations, and age groups.


Occasions is in a unique position of competition. We compete against hotels with conference facilities, conference centers, other event planners both on the large and small scale, persons within an organization who are assigned the task of organizing an event, and people who wish to organize their own events without the benefit of assistance. The benefits and drawbacks of each of our competitors as compared with the services we offer are hardly a match in quality and price.

Why Us?

Occasions is primarily a service business, we also offer products to aid our customers in planning the event themselves. Our customers get our expertise and contacts to plan their perfect party at their perfect price. 



Tax rates are noted for information. We carry no loan burden that would be effected by these rates. What hits Occasions the hardest (but not nearly are bad as other service businesses), is the tax rate of 24%, which is nearly one quarter of the total sales. As Occasions continues to grow, these numbers will be reference rather than influence.

Financial Highlights by Year

Chart visualizing the data for Financial Highlights by Year

Financing Needed

The owners  will contribute $25,000 for startup costs and salaries needed to turn this part time company into a full time supportive business 


Problem & Solution

Problem Worth Solving

The fast pace of the world we live in leaves little time for extra things we would like to do, like plan events, parties, and social get-togethers. The demand for this service can only increase considering the rise in incomes, population, and need for interpersonal relations in the workplace.

Our Solution

Our mission is to run a profitable business by providing high-end therapeutic massage and aesthetician services in a caring, upscale, professional environment. We offer massage in a variety of styles – traditional Swedish Massage, Sports Massage, Deep Tissue work, Sports Massage, Hot Stone Massage, Reflexology, and others. Our licensed aestheticians offer the latest in skin treatments, body treatments and anti-aging therapies. 

Our goal is to tailor the client’s experience based on initial interview information, as well as feedback during the treatments, to ensure the client’s comfort and satisfaction, and to increase repeat business. We are mindful of the overall experience – using only the finest oils and lotions, beauty treatments and aromatherapies. Special lighting, music, decor, and textiles are used throughout the spa to complete the comfortable, plush environment and enhance the client’s overall spa experience. 

Target Market

Market Size & Segments

As individual as our clients are, they seem to fall into one of four general categories: Injury Recovery, Self-Pampering/Relaxation, Alternative Care Users,  and Athletes. Besides the obvious differences in the style of massage or treatments each of these prefer, they also represent separate groups for marketing and retention purposes.  In addition, the booming anti-aging market is an additional momentum builder.

The Injury recovery group is usually referred by a Chiropractor, self-referred through our listing on the American Specialty Health Network site, or referred by another client who found massage helpful during injury recovery. Marketing to this audience is done indirectly, through the referring parties. While car insurance will typically pay for massage for only a limited time (less than one year), many health insurance policies now have Alternative Care coverage with a renewable annual maximum. Most people do not know that regular massage therapy is covered on their insurance when prescribed by a physician. We will work to educate clients of their benefits and be able to bill to insurance on the appropriate patients. 

Clients who have the disposable income to indulge in massage and body treatments for self-pampering or relaxation are the core of our long-term repeat customers. These clients will come once a week to once a month for years, and often refer other family and friends. This type of client can be  difficult to find – an ad in the local alternative newsweekly (especially with a coupon for $5 off) or a donation to a charity auction may result in a one-time visit, or a long-term client. Another source of usually one-time visitors is the Gift Certificate – friends pampering friends for a birthday or other special occasion. Our desired location will provide an excellent demographic to provide this type of client. 

The third group are Alternative Care users. These are people who mistrust allopathic medicine, and prefer to use chiropractors, naturopaths, herbalists, and acupuncturists. A local networking group of alternative care providers is a great way to get referrals, as well as placing posters on other practitioner’s offices, and ads in the local alternative newspaper.

The final group is another backbone of this business – the amateur athletes. There is a large population of runners and bicyclists in the local area, as well as out-of-town participants who return for annual events, and book massages during those times. They are a very loyal group, and will readily give word-of-mouth recommendations, especially if they see massage as having given them a specific boost to their performance. This group will cross over from the Injury group, and become long-term clients after the specific initial injury has healed. They also tend to have chronic injuries or pain, especially as they age, which can encourage them to become repeat clients. 


Current Alternatives

We are part of the retail health and beauty industry, which has four major types:

1) Salons with Day Spa Services:  Hair salons that offer limited spa services like massage and facials.

2) Heath & Beauty Products:  Stores selling only merchandise products covering the wide range of products available, but not inclusive of those sold by salons and spas.

3) Hotels with Spa Services:  Major hotels with on-site spas. 

4) Medical Spa:  Focus mainly on non surgical cosmetic but also have massage therapy, facials and microdermabrasion.

The closest competitor is the Heavenly Spa which is a Hair salon that offers additional, limited, spa services. The Hyatt Regency Hotel also offers massage treatments, but will mostly cater to visitors to the area and not the local residential base. Finally, Atmosphere Spa, located in Plaza Center is not a traditional day spa but combines a day spa with a female gymnasium. No men are allowed at Atmosphere Spa, either. The going rate for massage in Freeway County is $70-$90 per hour which is slightly above most of the other residential areas in Metropolis which can even be as low as $40 per hour in saturated or low-income areas.

Our Advantages

Our competitive edge is our ability to market effectively and creatively to bring in the clients and then back that up with the best service and products in the business.  In addition, our combination of unique services, outstanding location and our interaction with the customers are setting us up for huge success. 

Keys to Success

Keys to Success

Our keys to success are: 

  1. Marketing, Marketing, Marketing – Owner is a proven, 15-year sales executive.  Marketing will be the first strength to our success and a huge competitive edge.
  2. Professionalism: Which includes everything from maintaining confidentiality, to hiring the very best LMT and Aestheticians.
  3. Individual Attention: Each client’s experience will be tailored to his or her preference.
  4. Repeat business/Recommendations: giving the kind of service that brings people back for regular treatments, and encourages clients  to recommend us to friends, and other health professionals to recommend their clients.
  5. Unique Treatments: We have the latest in techniques with the best products from around the world.
  6. Fantastic Location: Freeway County.


Marketing & Sales

Marketing Plan

When marketing to individuals, the idea of releasing them from the task, freeing their time for family and friends, and the promise of a worry-free event are the buzz words and concepts. Our marketing is predominantly by word of mouth or visual connection to large events these individuals have participated in or worked at.

When marketing to public or private organizations, the idea of greater efficiency for the money and a professional event without error would be the key concept. Groups, especially large ones, do not wish to deal with problems that arise due to oversight on their part. If the guarantee of worry-free, error-free events is available at a cost benefit to them, there really appears to be no better choice.

Sales Plan

Occasions deals with a diverse market of clients. Within each market segment, closing of sales will differ. Each approach is described as follows:

  1. Private and Public Organizations 
    Sales will be concluded one to two days after the end of the event. A follow-up phone call will be placed informing the client of the total cost, number of attendees, and information about the billing packet that will arrive at their offices. Feedback forms will be included in these packets to ensure the client is being served as they deem appropriate. Form letter thank-yous will be sent following each event.
  2. Individuals
    Sales will be concluded with a follow-up phone call one to two days after the event. The phone call will explain the total cost of the event, number of attendees, and information concerning the billing. Individual parties of any age group are placed on a billing cycle. Invoices will be sent out the 25th of the month and will be due the 10th of the following month. Feedback forms will be included in these packets to ensure the client is being served as they deem appropriate. Thank-you cards will follow each individual event.


Locations & Facilities

Occasions is located inside the city limits of Portland, Oregon. It is a home-based business. Most meetings with clients are conducted in social settings, such as restaurants, coffee houses, the client’s home, facilities wishing to be used for the event, or over the phone. Although the demand has not yet reached its peak, Occasions will eventually move from its home base into a small office complex, also within the city limits of Portland, Oregon. When the company has reached its finished point, Occasions will have branch offices in Portland, Eugene, and Bend, Oregon, Seattle, Vancouver, and Olympia, Washington, and Boise and Sun Valley, Idaho.

The company will maintain a high degree of professionalism. All offices are equipped with the latest in business technology, such as telephone systems, computers, fax machines, email, duplicators, printers, and software. Each location will have a secure storage area for supplies and equipment used in events, such as walkie-talkies, cellular phones, portable fax machines, and laptops.

Milestones & Metrics

Milestones Table

Milestone Due Date
Acquire Financing
Oct 31, 2019
Ah HA Event
Nov 14, 2019
Oooh Noo Event
Dec 05, 2019
Marketing Program
Dec 12, 2019
Grand Opening
Jan 09, 2020
Plan Vs Actual Review
Apr 10, 2020

Key Metrics

Key Metrics 

  1. # of positive customer reviews and positive customer tweets 
  2. # of new customers who decide to use our service 
  3. # of return customers and referrals 
  4. # of Facebook page views, Twitter re-tweets and website 
  5. cost of putting together the event 




Ownership & Structure

Occasions is a sole proprietorship with the intention of selling the business when it is established to one of the employees invested in the vision of event planning. All aspects of the business will be documented to ensure clients can count on the same results every time. It is these documents that will become the basis of ownership. The sole proprietor will use his or her name as the guarantor of each service. Therefore, the sole proprietor must embody the vision and mission of Occasions.


Management Team

The management team within Occasions will be small in the beginning. The primary employee is the founder, who plans events, then contracts with caterers, decorators, disc jockeys, and bands to fill out the event. A contract labor site manager will be on hand to work the events as a liaison and vendor coordinator. Thus, there are two main employees with various levels of vendors.

When Occasions reaches its expansion goals, each office will have one to two event planners, an office assistant, two to three site managers for the events, and a product and marketing specialist. This team will function as one with constant communication through weekly staff meetings, email, and message boards. All jobs are interrelated. The performance of one effects the performance of the others; therefore, each team member expects nothing but the best from each other.

As it functions currently, we see no gaps in the management of this organization. Should Occasions grow beyond its estimated size, more positions in specialized areas will need to be added as well as additional site support and office assistance. To fill these positions, Occasions is looking for energetic, teachable, detail-oriented persons who want the potential to grow and improve their skills within the organization. Occasions wants to be the best; therefore, they will hire those who want to succeed.

Personnel Table

2019 2020 2021
Owner/manager $29,000 $70,000 $75,000
Event Specialist $54,000 $56,700 $59,535
Site Manager $48,000 $50,400 $52,920
Temp Help $21,600 $32,400 $48,600

Financial Plan


Key Assumptions

  • Good social media and positive response. We need advocates in social media. 
  • Consistent posting in Twitter and Facebook
  • No surprises in economic trends
  • Ability to convert some existing relationships into clients
  • Home office works

Revenue by Month

Chart visualizing the data for Revenue by Month

Expenses by Month

Chart visualizing the data for Expenses by Month

Net Profit (or Loss) by Year

Chart visualizing the data for Net Profit (or Loss) by Year


Use of Funds

Through careful planning on the part of the founders, the start-up costs for Occasions are minimal. It began as a home-based business with little overhead, and it continues to demand fewer outlay of funds as a service-based business. The start-up cost investment funds were assets saved from prior earnings by the owners who did event planning on a part-time basis before establishing themselves as a business.

It is the wish of the founders to remain a debt-free establishment. However, recognizing that in reality not all variables are controllable, outside financing is a viable option. Both founders own homes and have a perfect credit rating.

Legal $200

Stationery etc. $300

Brochures $185

Consultants $200

Insurance $145

Rent $150

Expensed Equipment $1,985

Other $200


Sources of Funds

The business owners will contribute 25,000 to cover startup expenses and expansion. 


Projected Profit & Loss

2019 2020 2021
Gross Margin $284,829 $336,200 $377,200
Operating Expenses
Salaries & Wages $152,600 $209,500 $236,055
Employee Related Expenses $30,520 $41,900 $47,211
Utilities $1,500 $1,500 $1,500
Rent $15,600 $15,600 $15,600
Insurance $3,000 $3,000 $3,000
Startup Costs from Use of Funds $3,365
Sales and Marketing $29,115 $18,000 $21,000
Interest Incurred $1,119 ($1) $0
Depreciation and Amortization
Gain or Loss from Sale of Assets
Income Taxes $12,003 $11,675 $13,208
Total Expenses $311,345 $374,975 $420,374
Net Profit $36,007 $35,025 $39,626

Projected Balance Sheet

Starting Balances 2019 2020 2021
Cash $31,196 $67,571 $53,739
Accounts Receivable $51,469 $42,440 $47,680
Other Current Assets
Total Current Assets $82,665 $110,011 $101,419
Long-Term Assets
Accumulated Depreciation
Total Long-Term Assets
Accounts Payable $8,508 $7,460 $8,260
Income Taxes Payable $8,982 $2,919 $3,301
Sales Taxes Payable $4,168 $3,600 $4,200
Short-Term Debt $0 $0 ($1) ($1)
Prepaid Revenue
Total Current Liabilities $0 $21,658 $13,979 $15,760
Long-Term Debt
Long-Term Liabilities
Paid-In Capital $25,000 $25,000 $25,000
Retained Earnings $0 $0 $36,007 $21,032
Earnings $36,007 $35,025 $39,626

Projected Cash Flow Statement

2019 2020 2021
Net Cash Flow from Operations
Net Profit $36,007 $35,025 $39,626
Depreciation & Amortization
Change in Accounts Receivable ($51,469) $9,029 ($5,240)
Change in Inventory
Change in Accounts Payable $8,508 ($1,048) $800
Change in Income Tax Payable $8,982 ($6,063) $382
Change in Sales Tax Payable $4,168 ($568) $600
Change in Prepaid Revenue
Investing & Financing
Assets Purchased or Sold
Investments Received $25,000
Dividends & Distributions ($50,000)
Change in Short-Term Debt $0 $0 $0
Change in Long-Term Debt
Cash at Beginning of Period $0 $31,196 $67,571
Net Change in Cash $31,196 $36,375 ($13,832)
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