Sterling Eve nts by Design “Memorable Events – Without the Stress” Short Essay Welcome to Sterling Events by Design! I remember having a teacher in the third grade who taught us table and dining etiquette, and then took us on a field trip to dine out. I loved it! And I have been hooked ever since. Planning and organizing events can be stressful, but it can also be a lot of fun. I really enjoy the design, coordination, and the final satisfaction of seeing clients and their guests enjoy their special day. My name is Kelly MacLauchlan, owner of Sterling Events by Design. I am a Certified Wedding Event Planning Specialist, with several years’ experience planning and organizing events. Sterling Events by Design is a sole proprietorship that was established in 2018. We provide professional Wedding and Event Planning Services to the greater Albuquerque Metropolitan Area. We recognize that our clients’ event might be one of the most important days of their life. Our clients and their guests deserve the VIP treatment. We will give our utmost attention to detail, vision, style, and mood of the event so that our clients and their guests will walk away, saying “Wow – that was awesome!” If we have done our job right, our clients will be able to enjoy their special occasion, indulging in a seamless and enjoyable flow of events without having to worry about any of the details, mishaps, or the stress that often comes with planning an event. “Memorable Events – Without the Stress” Contact Information: Mailing Address: Internet: Phone & Hours: Office: 505-555-5555 Sterling Events by Design e-mail: Cell: 505-555-5555 [email protected] 1234 Main Street, NE Rio Rancho, NM 87114 Hours of Operation: web-site: Mon. thru Fri. 8 a.m. – 6 p.m. www.sterlingeventsbydesign.com Saturday - 8 a.m. – 4 p.m. Sunday - Closed Products and Services: The initial focus will be on professional wedding and party planning, offering packages for full-service, and partial planning and event coordination. These services will include, but are not limited to the following packages based on 150 guests. Packages for event with more than 150 guests will be based on 10% of total wedding budget: - Full wedding planning packages starting at $4,000 - Partial planning packages starting at $2,100 - Day-of-wedding coordination starting at $1,800 - Getting Started Planning Package starting at $500 - A La Cate for customized services. Starting at $250 - fees based on item choice o Wedding/Event Design o Invitation Mail-Outs o Run Errands for Bride and Groom o Travel Arrangements for out-of-town guests o Post-event clean-up - “Brides-on-a-Budget workshops starting at $50 per person. Visit our website for dates and locations. Once established, the company will offer additional services, such as; invitations, wedding design, linens, hand-made centerpieces, etc. Corporate event planning, and destination weddings will also be offered at a future date. Additional Revenue Streams: After the initial year of business we hope to add additional revenue streams that may include the following goods and services: Products Services - Invitations and Stationery - Wedding Newsletters - Custom Centerpieces - Web-site Design - Floral Arrangements - Wedding Design - Linens - Signature Weddings - Keepsakes and Gifts - Party Rentals - Party Favors - Travel Arrangements - Backdrops - Event Clean Up - Signature Products - Professional Wedding Attendants Business Plan: Mission Statement: Sterling Events by Design is dedicated to eliminating the stress out of the event-planning process, turning the client’s vision and ideas into a truly memorable occasion. An occasion that the client can be present at and enjoy fully with their family, friends, and guests. This will be achieved through the following core values: Excellence and Accountability, Professionalism, Innovation and Learning, Teamwork, Joy of Work, and Giving Back to the Community “Memorable Events – Without the Stress” Overview: Sterling Events by Design is located in the northwest section of the Albuquerque Metropolitan Area. This is an under-represented area for the type of services we will provide. This location also lends itself to obtain clients along the Rio Grande corridor from Albuquerque to Santa Fe. This is a fee-for-service, wedding and event planning business, with potential growth based on the increased population growth of the suburbs of Albuquerque, New Mexico. The potential for growth also exists as time becomes more valuable to the consumer who belongs to dual-income earning household. In the long-term, social media, technology, and the increased access to self-help planning tools definitely will continue to have an impact on the event planning industry. We can expect to see more and more collaboration between venue, planners, and vendors to offer the client the most competitive pricing and services Through on-going research, industry conferences, training, collaboration with other service providers, hiring key personnel, and maintaining a realistic review of best practices, lessons learned, and strategic planning, this company will be able to provide excellent customer service, maintain a profit, and reserve the potential for growth. Goals and Objectives The Goals and Objectives will align with the Core Values of the company, focusing on the following areas: - Increased Brand Recognition - On-going Customer Service Improvement - Increased Revenue - Hiring and Training of Staff - Community Service Projects Marketing Strategy: The Marketing Strategy will be developed based on market analysis, current trends, surveys, vendor relationships, and professional development. The Marketing Strategy will include the following: - Professional web design - Monthly Social Media Plan - Bridal Fairs - Special Event Booths - Advertising thru radio and publications - Wedding planning workshop & webinars - Postcard bulk mailings - Networking thru professional - Meetings with vendors and venue organizations managers - Community service projects - Sponsorships - Word of Mouth Specific Market: My business location will be a major contributing factor to my strategic plan. Located in the far northwest corridor of the Albuquerque Metropolitan Area, I will be able to provide services to a very diverse population group. Located between the largest city in our state, several Native American communities, and smaller communities in rural areas, my services should be well received. Conveniently located within a twenty-file mile radius are venues that range from a five-star resort complete with golf courses, casinos, horse-back riding, and hot air balloon rides, to the unique historic Spanish Hacienda style bed and breakfast. This location is ideal to attract destination wedding seekers who are looking for the ultimate southwest vacation experience. Offering breathtaking views, art, culture, dance, and the heritage of the Hispanic, Anglo, and Native American cultures that cannot be found anywhere else in the United States. This location will provide much needed services to the population in the area. Traditionally clients in this area have had to travel as far as fifty miles to obtain similar goods and services for their events. Currently there are only one other event planner within twenty-five miles of my location, and only focuses on corporate events. This area has seen tremendous growth in the past fifteen years, and continues to grow at a steady pace. Owner’s Professional Background: “The personal satisfaction of the planning and design of an event, and the joy it brings to the client is the motivation for making every event a success. Having planned several events in the past twenty years, I have the tenacity, talent, and foresight it takes to see an event through to the end.” My personal background, experience, skills, and strengths include: Co-owner of a small business for five years, excellent organizational skills, leadership skills, a background in accounting, federal grants management, contract negotiation, event organization, fund raising, project management, and team building. Having lived in this area all of my life, I am very familiar with the diverse population groups, their cultures and traditions, and the economic make-up of the population in my target market. I look forward to opportunities for collaboration, education, and personal growth on a regular basis. I am also always interested in sharing my knowledge with other people, and would love to give back to my community on a regular basis Distinctive Competencies: I have an eye for design, and I am intuitive to the event planning process. I am also a great listener, and can remain calm under stressful circumstances. Other interests include: basic art design, fabric arts, cake decorating, graphic arts, and planning community service events. The combination of my business location, education, and experience should give me a competitive edge in this market. Goals: Year 1: - Increase brand recognition by 50% before 6/30/18 - Improve Customer Service by 50% before 12/31/18 - Increase Monthly Revenue by 30% in the 3rd and 4th quarters of 2018 - Hire and Train Part-Time Assistant to help with Day-of Coordination by 4/18 - Participate in three community service events by 12/31/18 Year 5: - Brand name should be readily recognized within local market by 12/23. - Improve Customer Service by 60% before 12/31/23 by providing corporate event planning, and specialized wedding planning services. - Increase Monthly Revenue by 50% in all quarters of 2023 - Hire and Train Part-Time and Full-Time