POSH EVENTS

Dreams Come True

POSH EVENTS
+254 704 357 561

POSH EVENTS BUSINESS PLAN

Executive Summary
Posh Events will be an event organizing, managing and planning
company specializing in corporate functions. It will offer several
types of services (Wedding & Birthday Planning, Family Fun
Days, Corporate to Gala Dinners, Fashion Shows, Clubs &
Hotels Marketing, Retreat Training Services as well as
Product Launch Events).

Mission
The mission of Posh Events is to provide its clients with the
highest level of event planning. We exist to attract and maintain
customers. When we adhere to this maxim, everything else will
fall into place. Our services will exceed the expectations of our
customers.

Vision
To be the most protrusive event planning company in the whole
country and the #1 leading choice to customers when it comes
event organizing, managing and planning market.

Objectives
Posh Events objectives for the first two years of operation include:
1. To create a service-based company whos #1 value is
exceeding customer's expectations.
2. The utilization of Posh Events services in 10 of the 100 top
performing companies in the Events Management Sector
Countrywide.
3. To increase our number of served clients by 20% per year
through superior service.
4. To develop a sustainable, profitable start-up business.
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COMPANY SUMMARY
Posh Events, soon to be located in Nairobi, will offer event planning for
individuals and companies. Posh Events will specialize in Wedding &
Birthday Planning, Family Fun Days, Corporate to Gala Dinners, Fashion
Shows, Clubs & Hotels Marketing, but will concentrate mostly on Retreat
Training Services as well as Product Launch Events. Posh Events office will be
located in CBD Nairobi, Kenya.

Company Ownership
Posh Events will be a Partnership business but the sole stock holder will be
Broline Odhul, The other partner will be Martin Sty.

Start-up Summary
Posh Events start-up costs will include all the necessary equipment needed
for an office, legal fees, accounting fees, advertising fees, few events
equipment fees and website development fees.
The home office equipment will be the largest chunk of the start-up
expenses. The office will require some desks, chair, bookshelves and
couches, two computers and office stationeries.
The accounting fees will be used to set up the accounting suite so that Posh
Events can do the accounting in-house.
The legal fees will be used in registering Posh Events as a company in
accordance of the law of Kenya as well as for reviewing/generating standard
client contracts. The advertising costs are based on the need to
communicate our service to perspective customers.

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Startup Funds
Start-up Expenses to
Fund
Start-up Assets to Fund
Total Funding Required

Kshs.
43,000
800,000
843,000

Start-up Requirements
Requirements
Start-up Expenses
Legal
Stationery etc.
Brochures
Consultants
Insurance
Rent
Office equipment
Expensed equipment
Other
Total Start-up Expenses
Start-up Assets
Cash Required
Start-up Inventory
Other Current Assets
Long-term Assets
Total Assets
Total Requirements

Kshs.
10,000
3,000
3,000
3,000
2,000
15,000
10,000
0
0
43,000
100,000
200,000
0
500,000
800,000
843,000

START UP ASSETS/EQUIPMENTS
a) Office Equipments

Computer Desks
PCs
Office Stationary
Telephone/Mobile Phone
Fax/Copier/Printing Machine
Chairs

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b) Sound Equipments

Mid-Range Speakers
Full Range Speakers
Bass Speakers
Wireless Microphones
Amplifiers
Sound Equalizers
DJ Turntables
DJ Laptop

c) Venue Equipments

Tents
Dcor
Plastic Chairs
Stage Setups
Tables

d) Family/Kids/Company Fun Day Equipments

Bouncing Castle
Trampoline
Slides

e) Photo/Video Recording Equipments

HD Camera
Camera Stand/Slider
Camera Lighting

Diagram Illustrations

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Bouncing
Castle

Trampoline

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Water
Slides

Sound
System
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Amplifiers and
Microphones

DJ
Turntable

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HD Camera

Camera Lighting and

Slides
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Tents Chairs and

Dcor

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Stage
Setups

SERVICES
Posh Events will offer the following events but will mainly concentrate two
corporate services (Retreat Training Services & Product Launches).
1. Wedding & Birthday Planning- Planning a perfect wedding can
be both fun and exciting, but it's easy to get overwhelmed with all the
different options out there. Knowing where to start is actually quite a big
challenge but Posh Events will strategize in making its clients to believe
that its the best option when it comes to planning their weddings or
birthday parties.
2. Family/Kids/Company Fun Days- When planning a major event
like this, one needs to be assured that the event planners he/she chooses
are competent and are able to deliver the perfect family event on the day.
A corporate family fun day is the perfect opportunity for employers to
cement the relationship that they have with their staff - it is about
everyone playing and having a great time together. Corporate family fun
day event planning needs to progress from the basic ideas, through to the
planning of the actual events such as inflatables - bouncy castles, slides
and major structures, country sports activities such as Archery, Laser Clay
Shooting, Falconry and other entertainment (clowns, face painting, rides
and musical attractions). We guide and assist you in every step along the
way. Family fun day planning also needs to take into account the venue
where the fun day will take place. Obviously the choice of food and drinks
facilities and the supporting infrastructure, such as parking, are of
paramount importance. Posh Events has a whole range of superb venues
that are reliable for your family fun day activities and we will always work
with you to provide the best package.
3. Corporate and Gala Dinners- A gala is a big party and often
features entertainment and dinner, sometimes dancing and an auction.
Gala dinners are about the experience and Posh Events will design and
deliver the Gala dinner drawing on the experience of the dedicated event
designer or project manager. Through regular communication, project
manager will guarantee that everything aligns with the clients aspirations
and budget for the evening, leaving the client with time to enjoy the
night.
4. Clubs and Hotels Marketing- The hospitality industry is a
competitive marketplace for which traditional advertising streams, such
as television, newspapers and billboards have become increasingly
insufficient. Additionally, when you run an independent small hotel or
restaurant, you dont have access to the enormous marketing budgets on
which the international and national chains rely. A creative, more personal
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marketing plan that Posh Events will provide its clients with will serve
them best. Posh Events will help provide exceptional service in order for
its clients to maintain repeat business.

5. Retreat Training Services- The corporate market for event

planning is steady and profitable. For some large companies, economic
downturns mean cuts in training. This is, however, only the case for
shortsighted companies. The benchmark companies may trim down the
workforce during a downturn, but they do not cut funds for training. They
recognize that investing in human resources is always a good
investment. Posh Events intends to profit nicely from this. Additionally,
even in economic downturns, companies still have product launches and
will still need someone to organize these events. In short, the need for
corporate event planning/hosting services rarely diminishes, it is a
steadily increasing demand that Posh Events will capitalize on. These
events are typically used for two different reasons. They are either a
leadership training or teaming skills training where employees of the
corporations are sent away to develop these skills. In addition to the
planning of the events, Posh Events will be able to host the event as well.
While Posh Events core competencies are not in hosting, Posh Events will
align itself with a well-respected host of leadership development/teaming
skills programs and have them assist in the hosting aspect. Using a
strategic partner in this case allows Posh Events to stick with a narrow
focus but still offer the service to our customers.
6. Product launches- These are events where a company is releasing a
product and they have an event that is open to people outside the
corporation. The purpose of the product launch event is to create
visibility for the new release. Product launches are an integral stage in the
release of a new product, communicating to the public about the new
"thing" the company has just released. Our customers will be companies
seeking to raise awareness about their new product release. Posh Events
will provide a complete service of planning and hosting these product
release events.

Market Analysis Summary

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Posh Events will serve clients in the event planning market. Posh Events will
be specializing in two important niches. The first is leadership development
and teaming skills development. Even though we are in the midst of an
economic downturn, investments in human capital are generally not reduced
in that companies still have the need for leadership development and
teaming skills development, whereas individuals still have the need for
assistance in personal events organizing. These are investments that cost a
bit up front but pay nice returns in the long run.

Market Segmentation
Posh Events will majorly but not only provide services to corporate customers
only; it will also go after the social market which is an alternative market
within the event planning niche.
The corporate client will be a company that contracts with Posh Events to
plan, organize and typically host an event for the company. This will be
because:
1. It is cost efficient for a third party to plan the event. This is the case
because the third party only does event planning so that they can host
the event more efficiently.
2. The company does not have additional people that can be taken away
from their daily job and invest time in this infrequent event.
Our event planning services for corporate retreats will typically be utilized by
larger corporations. A larger company can be generally defined as one with
more than 40 employees. Smaller companies sometimes will utilize this
service of ours; however, it is the larger corporations that typically have the
budget for this activity.
For our product launch event planning, we will be servicing companies of all
different sizes. Typically the companies that use this service will be product
based companies, but we will also offer this service to service-based
companies who desire to announce a new service that they are offering.

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Service Business Analysis

Competition in event planning is fierce. Look in the Yellow Pages and you will
see rows and rows of listings. Luckily for Posh Events, the majority of the
event planning is for social events. There are very few companies that
specialize in corporate event planning. There are no companies that
specialize in specific types of corporate events. Additionally, with the recent
trend of corporate downsizing, the companies that had an in-house solution
are abandoning these positions in favor of outsourcing to reduce costs.

Competition and Buying Patterns

Currently there are other companies that offer event planning specifically to
corporations. They however, tend to do events that are more general in
scope such as parties to reward customers or employees, or events to
change the companys image. Though there are a few companies that
specialize in event planning of corporate training and product release events.
There are companies that offer corporate training, but these companies
provide the actual training and do not do any of the actual event
planning/logistics of the entire event.
There are companies that provide product-release services, but they do not
specialize in it. Because event planning is a tight market, Posh Events will
benefit from their specialization in this area.
In the past, the buying patterns for the larger corporations were to have an
in-house solution. This pattern is disappearing in favor of outsourcing as
there is the constant drive for gains in efficiency, something outsourcing can
offer.
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Target Market Segment Strategy

Posh Events is targeting large companies for our corporate retreat event
planning. The large corporations typically have the budget and the foresight
to recognize the value in corporate retreats. In addition, it is the larger
corporations that typically use the corporate retreat as a training session for
their employees. The training is typically in leadership development or
teaming skills. While they do have these retreats at different intervals
through the year, it is more cost effective for them to hire a service such as
Posh Events to plan the events when needed instead of paying the carrying
costs of having a full-time, trained employee ready to do the planning when
it is needed.
Posh Events product release planning services will be targeted at all different
size companies. Companies of all sizes have product release and it is
unusual for them to have product release many times a year requiring
someone to be a full-time planner on staff. Therefore, it makes sense for
them to hire an outside service to plan the event using their expertise in
event planning to drive down the costs of production and hosting.

Strategy and Implementation Summary

Posh Events will be aggressively courting companies to win over future
contracts. Posh Event will offer a superior service at a lower cost due to
specialization. By concentrating on few specific services, Posh Events will
become proficient at these services.
Posh Events will increase company visibility through a website and
participation in trade shows. Our website will be quite detailed and provide a
visitor in-depth information about the services Posh Events offers, the
corresponding high level of quality, and the cost savings that can be
achieved by using Posh Events.
Posh Events will also be quite active in social projects. Over the years,
Broline has come to realize that a lot of business transacts through the
participation in community social and development projects.
Lastly, Posh Events will be active in the many trade shows that come through
Nairobi. The use of trade shows allows members of Posh Events to be
introduced to a wide range of businesses that otherwise would be difficult to
establish an initial relationship with.

Competitive Edge
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Posh Events competitive edge will be based on two factors, specialization

and strategic relationships. Posh Events will be specializing in two distinct
areas of corporate planning. While specializing essentially precludes Posh
Events out of a lot of different markets, it allows Posh Events to excel in the
markets that it has chosen to participate in. Specialization allows Posh
Events to be an expert in the areas that it is concentrating in. Additionally,
the expert knowledge allows Posh Events to provide the service as a cost
saving to the company because the fewer services Posh Events offers, the
more they can concentrate on improving the current offerings. Improvements
that Posh Events strive for is a reduction in cost charged to the client and an
improvement to the level of services offered. Posh Event second competitive
edge is based on the use of strategic relationships. Posh Event clearly
realizes that they cannot be good at everything. Posh Event believes it is
better to concentrate on a few things, excel in those areas, and form
strategic partnerships with companies that excel in the service areas that
Posh Event doesn't. Applying this philosophy, Posh event has decided in
addition to planning corporate retreat training sessions, they want to offer
the service of hosting/leading these events as well. The service of
hosting/leading however, is quite different than planning and Posh Event
believes that it would be more cost effective to form a strategic relationship
with an expert in this field instead of trying to become proficient themselves.
Posh Events then is able to offer a top-notch service offering of
hosting/leading the training seminars but does not have to invest heavily in
developing the program.

The use of strategic relationships is unusual in the event planning space.

Most event planners are generalists and try to do a little of everything. Posh
Event is following the model of benchmark companies in other industries that
have recognized the value of specialization and the use of strategic
relationships.

Sales Strategy
Posh Event will for the most part be using the sale strategy of personal
selling. With his three years experience in marketing, Broline has formed
relationships throughout the business community. Broline will initially
leverage these relationships to form some initial clients. Once things get
rolling and Posh Events has developed some satisfied clients, Broline will be
developing relationships with his network of friends developed through
previous encounters in the larger corporations.

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Broline spiel to prospective customers will be based on the high level of

service offered and cost advantages by going with Posh Events. The cost
savings can be quantified and shown to the customer while the higher level
of service can be guarantee as well as communicated through testimonials
from satisfied clients.
Additionally, the website will be used not only to communicate information to
prospective customers, but also a method of communication where Posh
Events can provide more specialized information such as cost estimates as
well as answering questions through the site.

Sales Forecast
The first two weeks will be spent setting up the office. It is unlikely that there
will be any sales activity within the first month. During the first month,
Broline will be developing systems to provide a template for future event
planning. Once this is set up, Posh Event should be able to process the
service request rather easily.
The second month should see the start of sales activity. It will not be until the
fourth month that things will really kick in. From month six through twelve
sales will steadily increase and the increase should continue well into year
two.

Milestones
Posh Event will have several milestones:
1. Business plan completion. This will be done as a roadmap for the
organization as well as an indispensable tool for the ongoing
performance and improvement of the company.
2. Setting up office. This will be done within the first four weeks.
3. Adoption of Posh Event services by at least 20 companies.
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4. Revenue expectation of about Kshs.5,000,000 in two years of business.

Management Summary
Broline Odhul, Founder and President, has a Certificate in IT from Queenslynn
Computer College. After college, Broline spent one year working for a
designing company. During that year, Broline became familiar with a large
number of companies and the important players in the business sector in
Nairobi City. Broline later started another job at Electronics Zone as a Sales
Assistant and Technician.
After working at Electronics Zone for another year, he decided to join his
cousin in managing an event organizing company (Events Red Carpet Africa)
established by his cousin. It was at Events Red Carpet Africa where Broline
learned the bulk of his organizing and event planning skills. These skills, in
conjunction with his simple managerial skills, gave Broline the confidence to
handle a wide range of business propositions. After a year of working with his
cousin, Broline decided to start his own business. Posh Events was finally
born.

Personnel Plan
The staff will initially consist of Broline and Martin working full time. By
month two, Broline will have brought on board a secretary/receptionist in a
full-time hourly position. Month three will mark when Broline will bring on
board an accountant to maintain the accounts of their clients. Martin will be
responsible for the set-up of the office, forming of strategic relationships with
third party vendors, and turning sales leads into customers...

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