Management Human Capital &
Entrepreneurship
Business Plan
GOZDESI SPECIAL EVENT PLANNING & MANAGEMENT
Muhammed Furkan YILDIZ Student Number: C0176KEKE1113
Lecturers : David Hall & Rajendra Kumar Date: 18.02.2014

TABLE OF CONTENTS

1. ExecutiveSummary.....................................................................................................................3 2. BusnessDescription....................................................................................................................3 3. Vision and Mission Statement....................................................................................................4 4. Content of the Business.............................................................................................................4 5. Main Partners.............................................................................................................................5 6. Business Opportunities...............................................................................................................5 7.1. Industry Analysis..........................................................................................................................6 7.2. Location Analysis..........................................................................................................................6 7. Finance.......................................................................................................................................7 8. Marketing Strategy.....................................................................................................................8 9.3. Marketing Plan............................................................................................................................8 9.4. Company Values..........................................................................................................................9 9. Business Operation.....................................................................................................................9 10. Management Team..................................................................................................................11

1. Executive Summary
I would like to start a new orginization and event mangement company that will be in London, which is the one of the biggest city in the world and it is called that the heart of economy and entertainment. Due to where currently I live is the reason why I decided to start my own business as an event planner. There are wonderful venues, meeting places and outdoor locations for weddings, conference, saminar, symposium etc.
Gozdesi special event planning & management is a start- up event management company. It is a private limited company and it is predicted that will be launched in end of may 2015.
The company’s mission is to offer our potential customers a a unique, remarkable and high quality event party or organisation experience that goes beyond their expectations. We will adjust his prices to our local competitors’ charges but will offer discounts and special offers. The pricing strategy of the company is very competitive, since it does have 4 types of pricing that offer full flexibility. The pricing types are; pricing by percentage, pricing by fee for services, pricing by the hour and pricing by commissionable rates. The objective being to ensure that the client will have the best deal. We will aim to maintain a high standard of reliability and trust during the the party or event goes on. The logistical approach of the company is Just in Time system. The process will be triggered by the confirmation of contract with a client for the organization of the event.
Our marketing strategy is using the each type of marketing with optimum expense. Company’s advirtise will show on billboards, internet, magazines and newspapers. The company will offer and assure for customers through delivering a unique event management experience from beginning until the end. By planning, managing and monitoring all the different aspects of the event. In every step of the event, clients should feel the orginasation in safe and professional hands.
According to our company pricing policy, the pricing types are; pricing by number of humans and guest, pricing by fee for services, pricing by the hour and pricing by commissionable rates. The objective being to ensure that the client will have the best deal.
We are currently looking for a suitable business premise, firstly we will rent an office and hire a full time staff. 2. Business Description
The special events industry has grown enormously in the past decade. According to recent research conducted by Dr. Joe Goldblatt, CSEP (Certified Special Events Professional), spending for special events worldwide is $500 billion annually. Goldblatt is the founder of International Special Events Society (ISES), the founding director of the Event Management Program at George Washington University, and co-author of The International Dictionary of Event Management. "Suffice it to say, the marketplace is large enough to support and sustain your endeavor," says Goldblatt. "If you're working in one special events area, there are many directions in which you can expand. If you're just entering the profession of special events, there's a lucrative market awaiting you on many fronts."

Special events be occured for the following purposes: * Celebrations (fairs, parades, weddings, reunions, birthdays, anniversaries) * Education (conferences, meetings, graduations) * Promotions (product launches, political rallies, fashion shows) * Commemorations (memorials, civic events)

Planners of an event may handle any or all of the following tasks related to that event: * Conducting research * Creating an event design * Finding a site * Arranging for food, decor and entertainment * Planning transportation to and from the event * Sending invitations to attendees * Arranging any necessary accommodations for attendees * Coordinating the activities of event personnel * Supervising at the site * Conducting evaluations of the event

3. Vision and Mission Statement
Vision:
Gozdesi special event planning & management, is a full service special event company focusing on corporate and manage events in London. Our vision is to ensure client satisfaction and loyalty. We will exceed the expectations of our clients with our honest dedication to producing and managing outstanding events. We will gain the trust and respect of our clients.
Mision:
Our mission is to serve our clientele in all facets of the hospitality and meeting planning industry. We will distinguish ourselves in the event management market by managing, producing and supporting outstanding events that exceed customers expectations in terms of value, service and innovation. Our events have bolstered economic development by raising resources and awareness for local businesses and causes, lead non-profit organizations, and produce incredible projects in London.
4. Content of Business
Gozdesi Organisation will offer to our client; * Social Events * Children’s Events * Weddings * Corporrate Events * Fairs and Festivals * Parades * Birthday PartiesTourss and Charters * Meeting Planning * Community Events
This services , which is below are include the management of all aspects of the event. And these services is really important for customer’s prosperity and contentment. * Invitations * Entertainment * Floral arrengements * Rentals * Photography * Catering * Transportation * Ticketing services * Insurance * Special effects
5. Main Partners
I try to meet with vendors and discuss contracts. I believe that it would be important to have a great relationship with vendors and suppliers so that they can provide you with competitive best pricing to help me provide a great offer to a potential client of our company.
6. Business Opportunities
Social events include weddings, birthdays, anniversary parties and bar, sweet 16 parties, children's parties, reunions and so on. You may decide to handle all these events or just specialize in one or more of them.
The market for social events, especially birthdays and anniversaries, is expected to continue to increase over the next few years, as baby boomers mature. This group has children getting married, parents celebrating golden anniversaries, and their own silver wedding anniversaries to commemorate.
SWOT Analysis
The last part of marketing audit is the SWOT analysis that will exposes internal strengths and weaknesses of the company, together with opportunities and threats. Strength | Results | High qualified personnelUnique selling propositionTight customers relationship | High competitive edgeLong-term operationsStable revenue generating | Actions needed are:Develop appropriate promotion plan for employeesCustomers retention strategyBudget for R&D activities | | Weaknesses | Results | Low branch recognitionWeaker rival positionRole conflicts | Lose market sharesSlow growth rateWorking depression | Actions needed are:Improve internal communication channelDevelop proper future strategy | | Opportunities | Results | Reposition to become marketleaderExpand operationsMergers and acquisitionsambition | Increase profits dramaticallyWell recognized in industry andlabor market | Actions needed are:Split company structure to detailed departmentsHire higher qualified employees in different business fieldsBroaden alliance network | | Threats | Results | Remain positionBeing taken overDefault | Lose competitive edgeLose valuable employeesLow revenue | Actions needed are:Strengthen financial baseFocus on strengths and opportunitiesAvoid weaknesses and reduce uncertainties | |

Finally, the extended SWOT analysis table is concluded .In this table, not only facts for categories are listed but also actions for each factor are included.
6.1. Industry Analysis

There are two markets for event planning services: corporate and social. The term "corporate" includes not only companies but also charities and nonprofit organizations. Charities and nonprofit organizations host gala fundraisers, receptions and athletic competitions, among other events, to expand their public support base and raise funds. Thousands of these events occur each year, and although the large ones require specialized event planning experience, you may find smaller local events to start out with.
Companies host trade shows, conventions, company picnics, holiday parties and meetings for staff members, board members or stockholders. In one year alone, the total number of meetings held in the United States was almost 1 million, according to a Meetings Market Report conducted by Market Probe International Inc. for Meetings & Conventions magazine. The same report showed that organizations spent a total of $40.8 billion on meetings that same year.
6.2. Location Analysis
London is the one of the largest and biggest city in the world. At the 2011 Census, London’s population was 8.17 million, making it the most populous European city. There are wonderful venues, meeting places and outdoor locations for weddings, conference, saminar, symposium etc. London is probably one of greatest and valuable place for an event planning company.London is totally appropriate for an event planner company with Hotels, parks, traffic, transportation and population. 7. Finances

Going into events planning business for ourselves takes effort and this business requires hardwork as well as the other businesses. This will take hard work and commitment on our part, so we need to study our options and make a party/event business start-up plan.
I will work hard and prosecute for to be sure this business venture is going to be succesfull.
According to my research, it is estimate by me, our start up cost will be £ 17000 and £ 30,000 is required in the bank account by home office as an operating capital for the first two months of operation.
APPENDİX 1:
Start-up Requirements: Stationery | | Advirtisement | | Insurance | | Equipment | | Legal | | Telecommunications | | Other Expenses | | TOTAL | |

Start-up Assets: Long-term Assets | | Cash Required | | Other Current Assets | | TOTAL | |

Start-up Fundings: Investment | | Additional Investment Requirement | | Total Investment | | Expense at start-up | | TOTAL | | 8. Marketing Strategy
Marketing mix is a model that is broadly used as an effective tool to evaluate different components of a marketing plan such as product, promotion, price, distribution, etc. The Marketing Mix is the set of tactical marketing tools--Product, Price, Promotion and Place--that the firm blends to produce the response it wants in the target market. (Kotler and Armstrong (2012). 8.1. Marketing Plan
Managing the peope with whom we come into contact in the event process can be equally challenging prospect. In the event world we will be dealing with our potential client, the setup crew, the chef, the servers, the phptgrapher, the entertainer and even the guests. We must be able to listen, assuage, persuade, consult, support, convince and inspire.
Firstly we need to talk to professionals and contct area planners, or meet with facilities that use planners and see what they look for. Become an apprentice or understudy with an event planning company. Start at the lowest level possible to fully understand what goes into overall process. Work through all the levels of activities, froum setup sales to breakdown. If you feel have a general understanding of the business from a prior job or position but need to dive into the details, attend industry meetings that offer educational seminars to focus on the specifics. (How to Start a Home-Based Event Planning Business , Jill Moran)
In the marketthat is harsh and situations change rapidly, advanced planning of the marketing is essential for every organization whose purposes are providing value to customers and pursuing benefits (Blythe & Megicks 2010, 13). It enables corporations to reduce gaps between strategic planning and commercial reality and to adapt to changing business environment. In general, the act of analyzing marketing, adjusting company’s capabilities to fit in marketplace and implementing strategic decisions are called marketing planning(Jobber 2009, 38).

Consistency

Responsibility
Commitment

Marketin Plan

Communication

Figure 1: Benefits of Marketing Plan

Figure 2.: Marketing Planning Procecess(modified from McDonald & Payne 2005, 273) 8.2. Company values * To deliver excellent quality * To satisfy customers’ expectation * To bring customers’ experience * To act in professional manner * To accept social responsibility 8. BUSİNESS OPERATİONS

There are daily activities you must do to keep things running smoothly. First and foremost is keeping track of expenses and incomes- the latter being one of the main reasons we are going into business. A good and usefull software program such as QuickBooks will allow us to invoice our clients, write checks, keep track of account details, and preapare for tax time. Figure 3: Service Operation Process(Nguyen, Nhat Anh Quang Spring 2013)
After you've made the initial plans, turn your attention to each of the activities that form a part of the overall event. At this point, your goal is to ensure that everyone is on the same wavelength. Good communication skills are important. Make sure all vendors have at least a general idea of the overall event schedule. Even more important, vendors should be clear about what's expected of them, and when. Vendor arrival times should appear in the contracts, but verify those times anyway. This is a "check and recheck" period. Make sure all your staff members know their roles. The logistical approach of the company is Just in Time system. Therefore, in order to efficiently manage the company, the process will be triggered by the confirmation of contract with a client for the organization of the event.

Figure 4: Positioning Level(Nguyen, Nhat Anh Quang Spring 2013) 9. Management Team The key to triumph of the top successful companies lies in its human resources. Selectingthe right team with the relevant skills will drive the business forward. As long as Gozdesi special event planning & management is concerned, there will be 3 people employed on permanent full time basis. Then, other resources will be outsourced depending on the size and budget of the event. If the number of projects starts increasing in a specific period of time, the company will seek the help of free lancers.
General & Project Manager

Finance & Account Manager
Marketing Manager Figure 5: Gozdesi special event planning & management Organizational Chart

REFERENCES 1. Dr. Joe Goldblatt, CSEP (Certified Special Events Professional) 2. How to Start a Home-Based Event Planning Business , Jill Moran 3. Principles of Marketing Philip Kotler and Gary Armstrong 4. Blythe, J., & Megicks, P. (2010). Marketing Planning. London, England: Financial Times / Prentice Hall. 5. Jobber, D. (2009). Principles and Practice of Marketing (6 ed.). Berkshire: McGraw-Hill Education. 6. McDonald, M., & Payne, A. (2005). Marketing Plans for Service Businesses . Oxford: Elsevier. 7. Marketing plan for event management company Nguyen, Nhat Anh Quang Spring 2013 8. http://www.londoncouncils.gov.uk/