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

Basic Informati

on

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

Surveys

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.

Our competitor

s

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

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

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

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

Forms

Form of first contact with our clients

Our contract with our clients

Municipal permits

Municipal permits

According to the Alcadía de Panamá these are some of the permissions we need for our business

Software for event

organization

Software for event organization

We have chosen this software because it is user friendly and best suited to our needs.

Advertising

Advertising

Mundo Social Magazine

Lobby Magazine

Mujer Magazine

Mia Magazine

Ellas Magazine

Social media

Social Media

Our Instagram page:

Our Facebook page:

Our Twitter Page

Our Web Page:

Our publication in InEventos.com

Our publication in Paginasamarillas.com.pa

Financial informatio

n

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

Forms of payment of Line of Credit for Legal Person

Pago capital al vencimiento

Cuotas mensuales

Where we like to

take our business?

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

Annex

Our Location:

Map of our address

Our office:

Main facade

Main entrance

Stairs to 2nd floor

Office

Inside the looby

Meeting room

Our Car

Toyota Yaris Advance