Post on 10-Aug-2015
UNIVERSIDAD INTERAMERICANA DE PANAMÁ - UIP
FACULTAD DE HOTELERÍA Y TURISMO
ESCUELA DE GASTRONOMIA Y HOTELERÍA UIP-GLION
Food & Beverage Management
Executive Summary of our Business of Event Planning
Students:
Sindy Carela ID. 8-896-144Nayarith Villarreal ID. 8-905-322
Professor:
Francisco Muñoz
Date:
Panama, April 2015
Name:Karelli Event Planning
Type of business:Weddings and events planning
Logo:
Business card
Slogan:“The events come true”
Foundation date:March 15, 2015
Founders:Sindy Carela – Event PlannerNayarith Villarreal – Event Planner
Number of Employees:4
Location:Street 59 EastObarrio Street 50Facing Credicorp Bank
Premises
Location ObarrioRooms 8
m2 300Lot size 410
Tiers 3Parking 6
BenefitsNear Traffic, Guest Parking, Storage, Air Conditioner, Furnished, Kitchenette, Reception
Technical benefits
Telephone Line, Lighting, Broadband Internet, Reserve Tank, Fire Detection System
Our mean of transportation:
Toyota Yaris AdvanceFull ExtrasManual of 2010Price: B/.10,250.00
Before starting our business, we wanted to make a small survey based on 20 people about how they see services event organization
54%46%
Do you know a company dedicated to organizing events?
Yes
No
29%
49%
13%
9%
Does the concept of event planners iden-tifies it as?
ExpensiveNecessaryNot neededindifferent
13%
20%
11%
56%
Age range
18-25 Years26-40 Years41-55 Years50 or more
5%11%
16%
56%
11%
Usually that type of company hires for your events?
RestaurantsEvents plannerHotelsOthers No one
40%
35%
25%
Where to prefer your events?
HotelsTourist AttractionsResots
36%
22%
13%
21%
8%
How much are you willing to pay for the organization of your event?
20,00015,00010,000More moneyless money
18%
82%
Do you think that the event organizations offer good services and products?
Yes No
40%
25%
35%
For you than is more important in organiz-ing the event?
QualityPriceBoth
MissionVision
Our Services
Our CustomerOrganization
chart
MissionKarelli Event Planning works in the design of the events with which we commit to work creatively and responsibly to achieve compliance with the dreams of our customers, making unforgettable experience of your event.
VisionBe a leader and innovator in organizing all kinds of social events company, achieving recognition of society through our effective, fast and complied with quality service work.
Our Services:Our company is based on the organization and logistics of social events, with a committed, innovative and enthusiastic work that ensures uniqueness and originality of our services, each event is saved forever in the memory of our guests.
Our Customers:Every business and people requiring our service
This is a graphic into that level of economic income we are led
49%
35%
16%
What kind of market we are targeting?
HighMediumLow
Organization chart
General Director
Business consultant
Design consultant
Events coordinator
Executive secretary
4 P’s of Marketing
This is our analysis of marketing our business:
4 P’s Of Marketing
ProductWe are a company of organization and planning of events with first-class service, quality products and innovative service.
PlaceWe are located in one of the most urban areas of Panama City, with easy access roads and public transport.
Price
Our prices range according to the quality of our service.
PromotionThrough social media, fashion magazines, events weddings or fashion fairs.
SWOT Analysis
This is our SWOT analysis:
SWOT Analysis
Strengths Weaknesses
Exclusive design event Highly qualified personnel in all
areas Advertising and promotions
As a company planning is required in many references to enter the market.
We are at a disadvantage with other companies who may
We offer a variety of events, a variety of providers to provide services.
We have a wide variety of Suppliers to organize events.
have more experience in the subject.
Our company is closer to providing services to people with high purchasing power. We can not offer our services to all consumers.
Opportunities Threats
We have a variety of contacts. We manage in a growing
market and uncompetitive. We have great opportunities for growth due to the large amount of demand.
We rely heavily on our suppliers and our image of them reflected on the other hand we must enforce discipline the service provided.
Competition from others with more experience and greater variety of contacts.
Strategies
Strategies
Short-term strategies
Be innovative and creative to provide a unique and different service.
Improve the objectives or goals of the organization, establishing an overall strategy for achieving those goals and develop a complete hierarchy of plans to coordinate activities.
Medium-term strategies
Having our own catering company that offer our customers various alternatives menus to choose from.
Expand our categories of events, offering our services to all types of, corporate, public or popular, sports, cultural and other social events.
Long-term strategies
Expand our events nationwide, so that we get there to have suppliers in different provinces of Panama to realize the dreams of all Panamanians who require our services.
Perform tv programs in which offer important information consulting and event planning, for those who wish to make their own celebrations.
Before mentioning our competitors, we did a study of our market position compared to the other event management companies
15%
85%
Business
Karelli Competitors
Our competitors
These are some of the direct or indirect competitors we want to overcome in the market for event organization.
Protocolo
D´Gala Eventos
D & M Events by Decor More
Blue Times Events
Divine Events
Carmen Castrejón Bodas y Eventos.
Regina Events
JY Eventos
Bodas y Eventos Panamá
Eventos y Más Panamá
Bodas y Más
Planner Group
Smile & Love
Aquamarina Eventos
Stylo Panama
Events & Weddings
Our providers:
We have a variety of suppliers of the highest range to ensure the success of any event:
Alcoholics Beverages
Felipe Motta Canavaggio Wine
Boutique Fiesta Xpress Bodega Mi Amiga Global Brands Spirits & Wine Boutique Varela Hermanos
Jewelry Store
Swarovski DG Joyeros Tiffany & Co. Cartier Imperiales Joyeros Nat Méndez Mercurios Joyeros Joyeria Pataro Balucchi Preziosi, S.A.
Assembly
Rocco Productions Festieventos Protocolo D’Gala Eventos Chef 2 Chef Panama PRP Events
Makeup Artists
Gregorio Espinoza (Novo Salon & Spa)
George Lainz (Novo Salon & Spa)
Pedro Saldaña (PSV Studio) Jerry Herrera Axel Anderson (Hander
Salon) Itziak Gómez (Hander
Salon)
Balloon Decoration
Global Sunflower Floristería
Floristería y Curiosidades Emmanuel
Floristería Kampary El Príncipe Azul El Mundo de los Globos Festilandia Plus
Non – Alcoholics Beverage
Femsa Panamá Cerveceria Nacional . . .
Beauty Salons
The Nail Bar Panama Charlie Place Hander Salon Christian Salon Sebastian Salon Novo Salon & Spa PSV Studio Armandeus Tony & Giovanni
Pastry Shops
My Cute Cake Dulcería Momi Cake Pops La Dulcería Seet Temptations By
Mónica Levy Lulu’s Cakes Nicolina Sal y Dulce
Catering Service
Cookita Cukita by Cukita Arias
La Cocina de Sofy by Sofy Guardia de Durán
De Tacones a Fogones Delicias de la Abuela Bocatto de Angel Delyciosuras by Delyanne
Arjona Le Petite Cuisine
Photographers
Lizzie Photografy Textar Shag Tony Lindo Rovetto Luis Luck Visage
Churchs
Iglesia San Jose (Altar de Oro)
Iglesia del Carmen Santuario Nacional Catedral Metropolitana Iglesia Don Bosco Hossana
Resorts (Beach Hotels)
Hotel JW Marriot Hotel Sheraton Bijao Hotel Westin Playa Bonita Hotel Whyndham Playa
Blanca Hotel Royal Decameron Hotel Playa Blanca Resort
Dance Classes
G&G Academia Pro dance
Panamá Alina´s Dance Academy Rene Alejandra Ritmo y
Arte Valerie´s Dande Studio Ballet Academy Fusión de Artes
Security
Grupo Especializado de Seguridad e Investigaciones, S.A.
Millenium Security Service, S.A.
Blasco Seguridad S.A. Servicios Panameños De
Seguridad, S.A. Federal Security Panama
Agency Alianza Security, S A
Decoration
Alex Gaudiano D & M Events By Decor
More Sr. Tenedor PRP Events Alquileres & Mas Adornos y Fiestas, S.A.
Shoes and Heels
Bellagio Carmen Steffens Jimmy Choo Entre Novias Studio Moda Internacionals orders
Digital Animations
La Vision Studio Sal y Pimienta Inc Ram Media HB Video El Ajo, S.A.
Social Publications
La Prensa Mundo Social La Estrella de Panamá Revista Ellas Selecta Magazine 4W
Discotheque and
Animations
Música y Eventos, S.A. Dluxe Productions Sound Master Production Konexxion Blue Mango Music Band Virtual Audio Possible artistic
presentations
Spa and Tanning Salons
Novo Salon & Spa Imperium Spa Mosaic Spa Casa Bianca Step Gym & Spa The Tanning Studio Fuzion Salon
Fireworks and
Pyrotechnics
Pirotécnica Castro Fuegos Artificiales
Internacionales Panama Show Time Panama Fire Works Pirotecnia y Bisutería El
Dragón Rojo
Stationery and Prints
Upside Down Design Centro Litográfico Impresiones y Diseños 507 No Limits Desing Group Inc Total Graphix PG Handmade
Florists
Flores de Altura Flower Ballons Premium Florist Lourdes Ikebana Floristería y Curiosidades
Emmanuel
Tents and Structures
Tecni Eventos y Equipos Protocolo Toldas Cattan Eventos Exclusivos Eventos & Rilu, S.A. La Tolda Ideal
Gowns
Porta Romana Coco´s Entre Novias Gaudi Rosa Clara Claires Cancán de la Novia Alquila Couture
Tourist Attractions
Casco Viejo Panama La Vieja Portobelo Mi Pueblito Afroantillano Museo del Canal
Interoceanico Parque Metropolitano Figali Convention Center Atlapa Teatro Nacional
Gyms
Power Club Cross Fit PTY Sport Tek Step Gym & Spa Pilates
Transport
Elegance Limusines Safeguard Limusine VIP Limusine Service Marcelo Limusine &
Tuxedos The Boss Party
Hair Stylists
Gregorio Espinoza (Novo Salon & Spa)
George Lainz (Novo Salon & Spa)
Pedro Saldaña (PSV Studio)
Jesús Alra (Novo Salon & Spa)
Tinito Silva (Velasquez Hair Dresser)
Axel Anderson (Hander Salon)
Travel Agencies
Viajes Jazmin Viajes Arco Iris Grand Tours L´ALianxa Agencia de Viajes Tivoli Pesantez Tours Columbia Agencia de Viajes Fidanque Viajes Arco Iris Gem´s 15 Allegro Tours Viajes Regency Travel
Hotels
Cadena Hoteles Marriot Cadena Hoteles Hilton Cadena Hoteles
InterContinental Cadena Hoteles
Starwoods Cadena Hoteles
Wyndham Cadena GHL Cadenas Hoteles Bern Hotel Hard Rock Café/
Radisson Decapolis Hotel Trump Ocean Club
Panama Hotel Bristol Panama Hotel Continental Panama Hotel El Panamá Hotel Riu Plaza Panama Hotel Tryp Hotel Riande Hotel Las Clementinas American Trade Hotel Hacienda El Corcel Azul
Travel, Flights and
Cruises
Royal Caribbean Copa Airlines Pulmman Tours Ferry Express Air Panama Avianca
Capacity and prices of tourist sites
If tourist atracttions are chosen as a venue for events, these are some of the prices and the amount of people that they can accommodate in some of them.
Panama La Vieja
Nave de La CatedralCapacity:400 people seated at tables700 people seated theater styleFor the use of the monument the Patronato requests a donation of B/.2,000.00You must separate the date in the Promotion Department: 226-9364 / 8915/1757 with 25% of payment. The rest of the donation must be given one (1) month before the event.
Convento de La ConcepciónCapacity:200 people seated at tables270 people seated theater styleFor the use of the monument the Patronato requests a donation of B/.2,500.00You must separate the date in the Promotion Department: 226-9364 / 8915/1757 with 25% of payment. The rest of the donation must be given one (1) month before the event.
Convento de La Companía de JesúsCapacity:60 people seated at tables90 people seated theater styleFor the use of the monument the Patronato requests a donation of B/.1,500.00You must separate the date in the Promotion Department: 226-9364 / 8915/1757 with 25% of payment. The rest of the donation must be given one (1) month before the event.
Museo del Canal Interoceánico
Great HallIts width can accommodate 230 people seated.
Patio del FaroIt has a capacity for 50 people standing and 40 people comfortably seated.
Salon Gourmet
This wonderful room, can accommodate a buffet for 70 people seated.
Mi Pueblito
All tenant must record a cash deposit in the amount of Three hundred dollars (B/.300.00) in order to ensure the health structures and further shall pay the sum of One Hundred dollars (B7:100.00) for the cleaning and maintenance:
a) Pueblito Afroantillano pay at the rate of B/.500.00 per event.b) Mi Pueblito Interiorano paid at the rate of B/.500.00 per eventc) Anfiteatro paid at the rate of B/.500.00 per event.
In cases of leasing spaces described in points a, b and c of this section authorizes the assistance of a number of 400 people, up to three (3) hours. The hour or fraction pay B/.50.00
d) Gazebo located in Pueblito Afroantillano a rate of B/.125.00 per evente) Casa Miller B/.140.00 per event. Prior deposit B/.100.00f) Logía B/150.00. Prior deposit of B/.100.00g) Casa de Quincha B/.150.00. Prior deposit of B/.100.00h) Casa Bocas del Toro (Ground Floor) B/.125.00. Prior tank B/.100.00i) Guachapali House (Ground Floor) B/.150.00. Prior tank B/.100.00
In cases of leasing spaces described in points d, e, f, g, h, i, of this section authorizes the assistance of a number of 500 people with a minimum of 100 up to three (3) hours. The hour or fraction pay B/.25.00
In case of using the Capilla de Mi Pueblito Interiorano and the replica of the Iglesia Anglicana, B/.100.00 per event.
Figali Convention CenterB/.10,000
Parque Natural MetropolitanoThe capacity of the events rooms are:
Salon Elena Guardía de Lombardo: 80 pax. Value B/.290.00
Salon Elena Guardía de Lombardo with Green Area: 120 pax. Value B/370.00
Salon Las Oropéndolas: 90 pax B/.280.00
Packages
We have special packages for every occasion, we can also adjust to your needs without any problem
PACKAGES PREMIUM
Menu
• Cocktail Menu
• Buffet Menu
Beverages
• Unlimited Mixers (includes regular soda, diet)
• Wines
• National Beer
• Free Descorche
Stationery Shop
• Reserved table numbered• Printed menus, one per table• Sketch location of tables
Mounting
Rental location chosen with six hours of actual service, but gauging half hour and half hour guest desaforo thereof.
Welcome cocktail, made margaritas or flavored waters. Lounge for complimentary Civil Ceremony Round tables for ten. white or colored tablecloth. Covers tablecloth various colors to choose, frayed, Versailles, roads or
gauze. Napkin cloth, various colors to choose from. Chairs French sheath (white) and bow (color choice). Main table boyfriends crescent or horseshoe. Table for the cake. imported Dish round basis. Crockery White smooth round imported. "free Uncorked" unlimited mixers for 5 hours Makes glassware (glasses, shot glasses and cups horses). Table service: ashtrays, salsa and salt shakers. Free corkage for 7 hours (soft drinks, mixers and unlimited Ice) Numbered tables. Centerpiece choose from our catalog.
Arrangement main table cascade or minimalist. Elegant tent with lighting and curtains (if gardens) or umbrellas Market.
Personal
Service Coordinator Captain of Waiters Waiters (one for every 20 people) Chef and kitchen staff Hostess (from 150 guests).
Integral Event Organization:
Location Scouting Personal attention for each partner or contracting Planning and organizing the event. Attractive payment plans. Coordination during the event (reception of cake, placing memories
(provided by customer) tables, delivering your guests memories (provided by the customer).
Beverage Control Monitoring Program
Diversion
Set of six musical elements, playing for 5 hours x 15 minute break, and gifts for your guests, background music during breaks offered.
D.J. with over 5,000 songs in repertoire, with lights. Offering gifts to your guests.
Price: B/.17,500
PACKAGES LOUNGE
Menu
• Cocktail Menu
• Buffet Menu
Beverages
• Unlimited Mixers (includes regular soda, diet)
• Wines
• National Beer
• Free Descorche
Stationery Shop
• Reserved table numbered• Printed menus, one per table• Sketch location of tables
Mounting
Lounges in white for 10 people (Three puff, two double seats, a single chair, love seat and two light table).
Tables lighting. Disposable napkin. Round plate smooth. Imported Glassware. Table service: ashtrays. Numbered tables. Flower Arrangement Zen lounge or choose from our catalog. Elegant tent with lighting and curtains (if gardens)
Personal
Service Coordinator Captain of Waiters Waiters (one for every 20 people) Chef and kitchen staff Hostess (from 150 guests).
Diversion
Set of six musical elements, playing for 5 hours x 15 minute break, and gifts for your guests, background music during breaks offered.
D.J. with over 5,000 songs in repertoire, with lights. Offering gifts to your guests.
Price: B/.10,000
MENU
Cocktail Type
COCKTAIL 1
Assorted appetizers Ham and cheese tray Mini sandwiches assorted Shrimp cocktail Olives wrapped in mass of parmesan Mini salmon with dill croissants Chicken wrapped in bacon Two ceviches to choose: corvina ceviche with green apple, octopus ceviche,
shrimp ceviche , mixed ceviche. Drinks: juices, sodas, beer (soberana, panama, atlas), red and white wine. Desserts: three milk,strawberry and lemonade cheescake.
COCKTAIL 2
Curry chicken burrito Meat balls of wine Trinchitos ham and cheese Cheese empanadas Stuffed mushrooms Mini sausage quiche Shrimp cocktail Chicken skewers bbq sauce Chicken breasts wrapped in bacon Assorted mini little sandwiches Vegetable croissants Two ceviches to choose: corvina ceviche with green apple, octopus ceviche,
shrimp ceviche, mixed ceviche. Drinks: juices, sodas, beer (soberana, panama, atlas), red and white wine. Desserts: three milk, strawberry and lemonade cheescake, chocolate truffles.
Buffet type
BUFFET # 1
Waldorf salad Caesar salad Corvina steak with garlic Chicken cheese sauce 3 Two rice to choose: parsley o culantro, guandules, fungi, plant and greek Two ceviches to choose: corvina ceviche with green apple, al olio octopus
ceviche, shrimp ceviche mixed ceviche. Vegetables to grill Bagels with butter Drinks: juices, sodas, beer (sovereign, panama, atlas), wine and white wine. Desserts: three milk, strawberry and lemonade cheescake.
BUFFET # 2• Broccoli salad with grapes Mixed salad Medallions res al green pepper Chicken steak with almond cream white Corvina steak with garlic Two rice to choose: parsley o culantro, guandules, fungi, plant and greek Two ceviches to choose: corvina ceviche with green apple, al olio octopus
ceviche, shrimp ceviche mixed ceviche. berengena parmesan Two pasta to choose: a spaghetti bolognese, a three cheese spaghetti, penne a
la carbonara bagels with butter Drinks: juices, sodas, beer (soberana, panama, atlas), red and white wine. Desserts: three milk, strawberry and lemonade cheescake, chocolate truffles.
PACKAGES BASED ORGANIZATION
PACKAGES # 1
“Organization and complete coordination of your wedding”
This package is ideal for couples who are starting with preparations for her wedding and have hired almost no service. (From one year to months before the wedding)
Before the wedding:
Design and create complete wedding Personalized service with boyfriends Help in finding suppliers Procedures religious ceremony and civil Help with quote Partnerships with suppliers Confirmation guest
During the wedding:
Complete coordination of the wedding day Hosting providers deliver the wedding day Organization religious ceremony and civil count bottles Logistics and monitor mounts Personalized service with guests Cast memories
Package # 2
”Monitoring and coordination of your wedding day”
This package is ideal for the couple who already have most of its contracted services for the wedding but lack some, as well as organizing and coordinating the day of the event. (Months before the wedding)
Before the wedding:
Confirmation and follow up with suppliers Monitoring of religious and civil proceedings
During the wedding:
Complete coordination of the wedding day Hosting providers deliver the wedding day Organization religious ceremony and civil count bottles Logistics and monitor mounts
Personalized service with guests Cast memories
Package # 3
“Coordination of your wedding day”
This package is ideal for the couple who already have all hired for their wedding day, but want the coordination of day.
Before the wedding:
1 Travel and meeting with the couple to define spaces and event logistics Delivery of documents to suppliers
During the wedding:
Complete coordination of the wedding day Delivery of providers deliver the wedding day Organization religious ceremony and civil Count bottles Logistics and monitor mounts Personalized attention with guests Distribution of memories
Municipal permits
According to the Alcadía de Panamá these are some of the permissions we need for our business
Software for event organization
We have chosen this software because it is user friendly and best suited to our needs.
Financial Information
Line of Credit with Banco General de Panamá
Lines of Credit No-Rotary: allows you to request an amount of money that will be paid either in full or partially through an agreed time. With each payment to your line, availability of credit is reduced by that amount
Uses of Line of Credit
Bridging changes in inventory Avail discounts offered by their suppliers Experiencing sudden cash needs Finance projects and contracts
Where we like to take our business?
These are some of the goals in short, medium and long term we have planned for our business:
We want to be the first choice for our customers when conducting their events.
Be considered the best event management company of Panama. Expand our team and have a greater number of specialists in different
areas related to the organization of events. Add to our company, in addition to organizing events, a catering service;
which offer quality food and beverages.
Annex
Our Location:
Map of our address
Our office:
Main facade
Main entrance
Stairs to 2nd floor
Office