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EVENTS PLANNING BUSINESS PLAN

PREPARED FOR:

REELPLANNERS CONCEPTS VENTURES NIG. LIMITED.

BY:

MASHEIDU HAMIDU

26th JANUARY, 2013

EXECUTIVE SUMMARY

Welcome to the future of event planning! Reelplanners Concepts

Ventures Nigeria Limited, the Event Planning Specialists, brings tothe Nigerian events management landscape a new breath of air inthe event planning market. By combining old fashioned values,going the extra mile, and using cutting edge event-planningsoftware, Reelplanners will lead the market, providing the samequality results, every time.

Reelplanners is an equal opportunity business making itsexpertise 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.

Reelplanners aims to be the number one resource for any event.

MISSION

In an ever changing, fast-paced world, success is determined bygood choices for lasting effects. Communication is essential.Reelplanners strives to be the best choice of clients by helping to

ease their event planning burden. Through consistent, predictableprofessionalism, Reelplanners will ensure a worry and hassle-freeevent at a reasonable price.

But, not all our clients will be external. Reelplanners has internalclients to serve. Reelplanners will strive to provide the samepredictable and professional working environment to its



employees and contracted vendors, justly compensating them fortheir services. It is also a priority to make a comfortable livingwage for its owners, founders, full-time staff, and their families.

Keeping in tune with the needs of the market, utilizing the latesttechnology and trends, all while ensuring the client receives theindividual attention they deserve, is the vision and daily missionof Reelplanners; The Event Planning Specialists.

COMPANY’S SUMMARY.

Reelplanners is a small business designed to meet the needs of the ever changing social world. Abuja, Nigeria is the current homewith plans to expand to branch offices within four years.

Reelplanners’s staff of two, with numerous contract vendors,plans events, writes event-planning products, and trains areastudents in the art of event planning. Reelplanners is invested inthe community it resides in.

Reelplanners is, in part, the answer to demands of the socialworld, on the working family, heavily-burdened office, out-of-townbusiness, weddings, catering services, exhibitions, dinners orspecial occasion in need of special recognition. As a business, weunderstand the needs of public and private organizations. As

parents and family members, we understand the needs of settingspecial time apart from other events in our lives. Reelplannersstrives to accomplish these goals, in Abuja and eventually otherareas of Nigeria.

COMPANY’S OWNERSHIP.

Reelplanners is a sole proprietorship business. The company isowned by Mr. MASHEIDU HAMIDU, a seasoned entrepreneur.

Subsequently, it is intended that investors would buy into thebusiness as it grows.

OBJECTIVES

Reelplanners is a small business aimed at the big time. In order toreach its lofty goals, Reelplanners must focus on the mission



behind the vision. It will take all the employees, owners, founders,and vendors daily living the vision that Reelplanners represents.

The vision manifests itself in three ways:

1. Be one of the top three event planning specialists in Nigeria.2. Justly compensate the employees, owners, and founders of

Reelplanners.

3. Produce the same quality results, every time.

KEYS TO SUCCESS.

Our keys to success include the commitment to quality by everyperson who is part of the team. Each of us will be responsible topush ourselves to a higher level of professionalism in three areas:

1. Consistent, accurate fulfillment of the client's wishes.2. Competitive pricing for the quality of services offered.

3. Significant profit made on each event planned.

THE REQUEST

The request is to seek for grants of N10,000,000 through the YouWin programme towards the pursuance of the company’s goals

and objectives.

EQUIPMENT REQUIREMENTS

Musical set

Large air-conditioned event canopies

Laptops

Fax machine

Telephone

Delivery van

Cooling van



Electricity generator

Cutleries

Printer

Internet modem

Gas cooker

Barbeque stoves

Rent

Insurance

Stationeries

Marketing Brochures

START-UP COST SUMMARY

The start-up cost investment funds were assets saved from priorearnings by the owner who did event planning on a part-timebasis before establishing it as a business.

It is the wish of the founder to remain a debt-free establishment.However, recognizing that in reality not all variables arecontrollable, outside financing is a viable option. Both foundershave a perfect credit rating.

COMPANY LOCATIONS AND FACILITIES.

Reelplanners is located inside the city of Abuja, FCT. It is a home-based business. Most meetings with clients are conducted insocial settings, such as restaurants, club houses, the client'shome, facilities wishing to be used for the event, or over thephone. Although the demand has not yet reached its peak,Reelplanners will eventually move from its home base into a smalloffice complex, also within the city of Abuja. When the companyhas reached its finished point, Reelplanners will have branch



offices in Lagos, Kaduna, Kano, Rivers, Cross rivers, Oyo andOgun states.

The company will maintain a high degree of professionalism. Alloffices will be equipped with the latest in business technology,such as telephone systems, computers, fax machines, email,duplicators, printers, and software. Each location will have asecure storage area for supplies and equipment used in events,such as walkie-talkies, cellular phones, portable fax machines,tents, cooling vans, furnitures, cutleries and laptops.

LEGAL CONSIDERATIONS.

Legal provision is made for Reelplanners in the Memorandum of

association upon its incorporation, and in compliance with theCompanies and Allied matters act, 1990. The Memorandum of association also empowers Reelplanners to

carry on entrepreneurial activities in all its ramifications within

the precincts of laid down laws and regulations of the Federal

Republic of Nigeria.

These legal provisions, especially the allotment of shares to the

first subscribers to the Memorandum of association are explicitly

stated in Form C.O 2 of the company.

PRODUCTS SUMMARY.

Although Reelplanners is primarily a service business, we alsooffer a product called THE PARTY PARK.

The Party Pack: This is a complete kit for any party. It includesdecorations, lighting effects guide, disposable theme cameras,cutlery, plates, napkins, cups, punch mix (or recipe), snack

supplies (or recipe), tablecloths, theme music (where applicable),invitations, thank-you cards, and a step-by-step guide to planning,putting together, and hosting the event.

Reelplanners provides event planning in a wide range of applications. We guarantee satisfaction in the areas of



appearance, performance, and taste. The following is asampling of the types of events we plan every year:

1. Meetings, Trainings, and Retreats.2. Conferences and Workshops.

3. Birthdays, Anniversaries, Graduations and Holidays.

4. Weddings, Receptions, and Showers.

5. Company picnics, banquets, and award ceremonies.

.

COMPETITIVE COMPARISON

Reelplanners, although young, draws from the age-old tradition of going above and beyond what is expected, every time. Oursystems for event planning have been drawn up, evaluated,practiced, worked, and reworked to ensure the maximumefficiency while minimizing the possibility of error. We employ

local vendors who have the same desire to be the best at whatthey do, while providing un-matchable services. Thus, we giveback to the community by providing jobs outside of ourorganization. We encourage new and upcoming small businesseswho provide a service within our need base to step up to thechallenge of being the best through their contract withReelplanners.

Our products will serve the function of aiding those that cannotafford the cost of an event planner. We wish to make our event

planning tips available to those who need a helping hand. Through event planning, Reelplanners gets the opportunity tolaugh when the community laughs and cry when the communitycries, to rejoice when the community rejoices and to help put thepieces back together when things change or begin to fall apart.



We care about the things that have meaning in the lives of ourneighbors.

MARKET ANALYSIS SUMMARY

The following sections describe the market segmentation,strategies, and industry analysis.

MARKET SEGMENTATION

The breakdown of the market for event planning, falls in a wide,very diverse grouping. Individuals as well as organizationsdemand the services we provide. In order to provide the greatestdepth of information, the market segments have been broken

down into private and public organizations, and age groups.

1.Private organizations make up the single largest portion of Reelplanners’s client base. Private organizations such asbusinesses, corporations, and political parties host the mostevents on the largest scales, therefore, these events generatelarger revenues per event. The majority of larger scale holidayfunctions will fall under this segment.

2.Government agencies host many events every year.Reelplanners hopes to alleviate the pressure of event planning forpublic employees. The second single largest segment, the publicsector, can save money and give back to its community at thesame time. These events are moderate in scale with middle to lowrevenues generated. Emphasis is placed on the visibility of theevent for public viewing. The majority of organizational familyfunctions will fall under this segment.

3.Age Breakdowns

o Under 24: Persons under the age of twenty-four (24)using an event planner are rare at best. We hope to tapthe early college graduates who have begun theirprofessional careers but have not yet started theirfamilies. These events will focus mainly on themes with



moderate to high energy appeal. The revenuesgenerated will range from moderate to high, dependingon the event. The majority of weddings will fall into thissegment.

o

Ages 25-55: The persons that fall into this age groupare employed, middle to upper-middle class families. The reason they choose event planners is they are toobusy to do it themselves. Therefore, Reelplanners willbe on hand for questions, contact will be moderate inlength but occur regularly so as not to disturb the dailylife of the families. These events will generatemoderate revenues, with a few generating lowrevenues. The majority of special occasion planning willoccur in this market segment.

o Ages 56 and above: Persons over the age of 55 havereached the turning point of life. Many are retiring,others are celebrating anniversaries of significantyears, and still others are seeing that their children'sspecial events are taken care of. These events willgenerate moderate to high revenues depending uponthe income level of the family (direct correlation tosocial status). Most holiday parties, and other specialoccasions, such as wedding receptions and reunions,will occur in this market segment.

4. Other This segment has no direct information to compile for adescription. It consists of any event planned that does not fitinto one of the above categories.

TARGET MARKET SEGMENTATION

Our target markets are middle to upper-middle class families,couples, individuals, or private and public organizations. Wechose these groups because they are most able to afford eventplanners, and have the least amount of time to spare for eventplanning in general. Families demand attention, employees are



overburdened, and overwhelming detail needed to plan largeevents are too large a constraint to place on people not trained inthe area of event planning.

The fast pace of the world we live in leaves little time for extrathings we would like to do, like plan events, parties, and socialget-togethers. Reelplanners fills the need by being available totake on the burden of planning so that people can spend time onmore important things, like family and friends. The demand forthis service can only increase considering the rise in incomes,population, and need for interpersonal relations in the workplace.

SERVICE BUSINESS ANALYSIS

Reelplanners is in a unique position of competition. We competeagainst hotels with conference facilities, conference centers,other event planners both on the large and small scale, personswithin an organization who are assigned the task of organizing anevent, and people who wish to organize their own events withoutthe benefit of assistance. The benefits and drawbacks of each of our competitors as compared with the services we offer arehardly a match in quality and price.

1. Hotels and Conference Centers

Strengths: On-site facilities, equipment, and support staff.Ability to transport and house persons for overnight stays.Able to internalize costs of transportation and equipment.Weakness: Often very expensive, impersonal, rely onunskilled labor for support staff. The error rate is high due tohigh volume and traffic from other events happening at thesame time.

2. Other Event Planners3. Strengths: Have been in the market longer, haveestablished a reputation and client base.

4. Weakness: Reputation precedes them, no systems-basedbusinesses designed to produce consistent results; focus onsmaller events, specialized events are main focused rather



than all events; do not have the supporting products tomarket with, or instead of, event planning services.

5. Employees or Persons wishing to do it themselves

Strengths: Internalized cost of planning the event; able toadd tiny personalized touches that have meaning within thegroup or family.Weakness: Consumes time that could be spent on otherthings; don't have access to the best prices, services, andother needed resources available.

STRATEGY AND IMPLEMENTATION SUMMARY

We have discussed our client base as being predominately middleto upper-middle class individuals, couples or families, public andprivate organizations. We must then look at the needs of thesemarkets and cater to them. We promise the same great results,every time.

When marketing to individuals, the idea of releasing them fromthe task, freeing their time for family and friends, and the promiseof a worry-free event are the buzz words and concepts. Ourmarketing is predominantly by word of mouth or visual

connection to large events these individuals have participated inor worked at.

When marketing to public or private organizations, the idea of greater efficiency for the money and a professional event withouterror would be the key concept. Groups, especially large ones, donot wish to deal with problems that arise due to oversight on theirpart. If the guarantee of worry-free, error-free events is availableat a cost benefit to them, there really appears to be no betterchoice

SALES STRATEGY

Reelplanners deals with a diverse market of clients. Within eachmarket segment, closing of sales will differ. Each approach isdescribed as follows:



1. Public and Private organizations.

Sales will be concluded one to two days after the end of theevent. A follow-up phone call will be placed informing the client of the total cost, number of attendees, and information about thebilling packet that will arrive at their offices. Feedback forms willbe included in these packets to ensure the client is being servedas they deem appropriate. Form letter thank-yous will be sentfollowing each event.

2.IndividualsSales will be concluded with a follow-up phone call one to twodays after the event. The phone call will explain the total cost of

the event, number of attendees, and information concerning thebilling. Individual parties of any age group are placed on a billingcycle. Invoices will be sent out the 25th of the month and will bedue the 10th of the following month. Feedback forms will beincluded in these packets to ensure the client is being served asthey deem appropriate. Thank-you cards will follow eachindividual event.

SALES FORECAST

By beginning on a smaller scale, Reelplanners has the foresight togrow at a rapid pace to keep up with demand. We wish tomaintain a steady rate of sales growth; however, we understandthat sales of products and services will vary in different months.As noted in the graph and chart, rapid increases during theholiday season will boost sales, then allow that growth to level off at a steady rate.

MILESTONES

The milestones reflect specific detail about actual programactivities that should be taking place during the year. Each onehas its manager, starting date, ending date, and budget. Duringthe year we will be keeping track of implementation against plan,with reports on the timely completion of these activities asplanned.



an outside office or office space in their own facility. This savingsallows us to market in creative ways and spend funds onexpansion into other areas when the time is right.

PROJECTED CASH FLOW

Our cash situation is great. Although we begin with little extracash, our increased growth allows us to make up for lost time. Ourcash balance is always above the mark with the cash flow not toofar behind. We have no negatives in our cash analysis.

PROJECTED BALANCE SHEET

Reelplanners is set up for success. According to the numbers, westart out fair and end up amazing. By 2016, we will be worth overN100,000,000 with a profit margin of over 30%. We are operatingwith little to zero debt, boosting the net worth even higher. Ouronly weakness is the products to be released in 2016 have notbeen accounted for as an investment of funds. This will affect thecash flow in a moderate way, and is undetermined how it willaffect the profit ratio of the business.

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