Event planning business: how to start and grow your own company

2. Build your skills through training and real-world experience

Basic proficiency in vendor coordination, venue sourcing, marketing and budget planning is essential for growing a successful event company.

Key areas to develop include:

• Event management software: tools such as Cvent, Bizzabo or Whova to manage logistics and attendees
• Vendor contract negotiation and sourcing: from caterers and florists to lighting and AV suppliers
• Event design: layout, mood boards, flow and experience strategy
• Marketing strategy and execution: especially for public events or ticketed series
• Social media management and analytics: essential for brand-building and promotion

Consider formal education, such as a Master in Sport Management and Events at Les Roches. You’ll learn to plan complex event series, manage cross-functional teams and develop brand-led experiences that can scale.

You can also gain valuable experience by volunteering for local social events, interning with established event planners or taking short courses in specialized areas such as media management, sustainability or digital events.

3. Conduct detailed market research

Information is crucial for understanding the landscape of your chosen event industry. Market research will provide you with invaluable insight into client preferences, help you analyze competitor pricing strategies and identify potential growth areas within your specific location or chosen niche. To effectively conduct this research, you’ll need to analyze several key factors:

• Popular event planning businesses in your region: identify who the major players are, what services they offer and what their reputation is
• Local demand for venue rentals, services or themed packages: determine which types of events are most popular and the specific needs clients have in your area
• Pricing structures for similar services: investigate what your competitors are charging for their offerings to ensure your services are competitive yet profitable
• Gaps in services for corporate, luxury or eco-conscious customers: look for unfulfilled needs or underserved segments your business could address

Use Google, social media, event management platforms and tools such as SurveyMonkey to gather insights. You can also interview potential clients to understand their biggest pain points when hiring event organizers.

From here, map your customer journey, from first website visit to post-event follow-up, to identify where you can add value or differentiate yourself.

4. Write a business plan

Your enterprise is unlikely to succeed without a blueprint. The business plan keeps you on track as you make decisions about service offerings, pricing, staffing and growth. A well-crafted plan also supports funding applications or partnerships.

Your business plan should be comprehensive and include the following key components:

• Business structure and services (e.g., event decor, planning only or full event production)
• Startup costs (equipment, tech, insurance, website and branding)
• Revenue model (fixed packages, hourly rates and commissions from vendors)
• Client acquisition channels (e.g., Instagram, word of mouth and B2B marketing)
• Your brand identity and unique value proposition
• Financial forecasts for 12–36 months

For help in developing your business plan, consider using resources such as Notion, LivePlan or Score.org, which offer templates specifically tailored to the event planning industry.

5. Create a brand that reflects your niche

In this industry, your brand is your currency. It must feel professional and trustworthy while reflecting your niche and personality. Ask yourself: how do clients perceive me? That perception defines your brand. It should instantly communicate your style, values and expertise.

A strong brand also gives you the leverage to increase your prices and attract larger clients. If you want to specialize in luxury or corporate events, your branding should reflect professionalism and discretion. If you’re going after creative festivals or community events, your vibe can be more playful and bold.

Your brand identity should include:

• A memorable business name that communicates your style or focus
• A visual identity (logo, color palette, fonts and imagery)
• A tagline or value statement (e.g., “Events with impact” or “Luxury moments, expertly managed”)
• A tone of voice for written and spoken content that reflects your audience
• Matching marketing materials such as business cards, digital brochures and pitch decks

Once your foundational elements are firmly in place, it’s time to bring your brand to life across every client touchpoint. Your website will serve as your digital storefront, so it needs clear calls to action (CTAs), detailed service pages, compelling testimonials and high-quality visuals that showcase your past events. 

Beyond your website, a branded proposal template and client onboarding document are essential for ensuring a seamless and professional experience right from the first interaction. Strategically use social media platforms such as Instagram, LinkedIn and TikTok, depending on your niche, to showcase your creativity effectively and connect with your target audience. 

Finally, compiling a comprehensive portfolio or case study library will be crucial for demonstrating your capabilities and highlighting your successes to prospective clients.

6. Market yourself like a pro

Become the face of your brand. Speak at local events, publish articles or offer your expertise on podcasts and panels. Trust builds quickly when people can see the human behind the business. You’ll need a smart strategy, so consider the following:

Website

Your landing page serves as your essential digital storefront, often being the first impression potential clients have of your business. Make sure your website includes:

• A compelling homepage with your services
• Testimonials and real-world case studies
• Contact details or booking form
• High-quality visuals of past events
• An optimized blog or news section for SEO

Social media

Online platforms are powerful tools for showcasing your creativity visually and connecting with different audiences. Instagram and TikTok are excellent platforms for visually driven content, perfect for sharing behind-the-scenes glimpses, quick tips and dynamic reels of finished events. 

LinkedIn, on the other hand, is ideal for corporate networking and establishing professional credibility. Regardless of the platform, remember to:

• Post behind-the-scenes content, tips and finished event reels
• Use relevant hashtags (e.g. #eventplannerlife, #eventdesign, #teamwork)
• Tag venues, vendors and clients to increase your reach
• Encourage guests and collaborators to reshare your posts

Email marketing

Start building a list early, even if it’s just suppliers and past clients. Send updates, seasonal offers and success stories to stay front of mind.

Networking and word of mouth

Attend industry mixers, venue showcases or wedding fairs. The event world thrives on recommendations and personal introductions.

7. Set your pricing and packages

Setting your rates can feel like a minefield when you’re starting out. Too low and you’ll burn out. Too high and you might struggle to land clients. The key is clarity and value.

Popular pricing models include:

• Flat rate: best for defined services such as wedding day coordination or venue sourcing
• Percentage of event budget: common for high-end or large-scale events (typically 10–20%)
• Hourly rate: good for consulting or à la carte services

You can also create packages that make your services easier to buy and compare. For example:

Be transparent with pricing but leave room for custom quotes. As you grow, revisit your rates regularly to reflect your experience and demand.

8. Deliver standout service and experiences

Your biggest growth engine is happy clients. In a service-based business such as event planning, how you make people feel matters just as much as what you deliver.

To build a loyal client base, focus on these key tenets of service delivery:

• Be responsive and proactive in communication
• Stay calm under pressure, especially on event day
• Anticipate needs and offer solutions before problems arise
• Make people feel looked after, whether that’s the CEO, bride or audio visual (AV) technician
• Always follow up with a thank-you email and request for feedback or referrals

Remember, client reviews on platforms such as Google, Trustpilot or The Knot (for weddings) are incredibly powerful marketing tools. Make it a consistent practice to collect them, as positive testimonials build immense credibility and attract new clients.

“Great events are not just remembered — they are relived in stories, photos and the emotions they awaken.”— Priya Parker, The Art of Gathering

9. Scale smart: when and how to grow

Once your business is running smoothly and you’re regularly booking clients, you can start looking at ways to scale, such as:

• Hire freelancers or build a team: bring in help for on-site execution, admin or social media. Start with part-time or project-based support before committing to full-time staff
• Specialize or diversify: if you’ve built a reputation in one area (say, corporate events), you could expand into team-building retreats or international summits. Or you could narrow your focus to become the go-to planner for high-end product launches or sports events
• Streamline with tools: use event management software for timelines, guest lists, floor plans and budgeting. Options include Eventbrite, Whova or Planning Pod. The right tools help you manage multiple clients and scale without dropping the ball
• Build recurring revenue: explore monthly retainers, white-label services for venues or packaged virtual events. Recurring income gives stability and improves your valuation if you plan to sell or expand

10. Keep learning, keep improving

Event planning is a fast-moving field. Trends shift, tech evolves and clients expect more. If you want to stand out, keep investing in yourself and your professional development options.

The most common avenues for ongoing education and skills improvement include:

• Short courses in digital marketing, budgeting or event software
• Certifications such as CMP (Certified Meeting Professional) or CSEP (Certified Special Events Professional)
• Industry conferences such as IBTM, IMEX or The Special Event
• Feedback and mentorship from seasoned planners

Considering formal education?

An event management degree, such as the Master’s in Sport Management and Events at Les Roches, equips you with advanced skills in budgeting, digital strategy, logistics and leadership as well as real-world practice through internships and live briefs.

“What you’ll learn in an event management degree at Les Roches: structured academic learning, cross-sector event planning and future-focused modules on hybrid, sustainable and sport-led experiences.”

Discover the curriculum

Final thoughts: success in your hands

Starting and growing an event planning business is incredibly rewarding. You’ll get to create joyful, impactful and unforgettable moments for people. You’ll build relationships with creatives, brands and venues. And you’ll have the freedom to shape your own career path.

Whether you’re planning red-carpet events, community festivals or private weddings, success lies in your ability to blend creativity with business savvy and empathy with organization. And that’s exactly what the best event planners do.

Main image – gettyimages Credit: Jacob Wackerhausen