Enjoy this Business Plan Workshop presentation from the 5th Annual TEQ Regional Events Conference held in Townsville, Queensland, Australia. Enjoy! Krista Hauritz "Confession. Business Plans sometimes make me sick. Sick of staying up late to write them...sick of them sitting on a shelf (or worse still being filed into the rubbish bin)...and sick of my board not even remembering we have a Business Plan. Answer. Simplify, have fun and get creative. Make it the size of a business card."

1. The 3 Step Business Plan
Simplify, Get Creative, Get Results

3. c0nfession….sometimes business planning
makes me feel like ………

8. FINANCIAL FUTURE
(SO I DON‟T NEED TO HOLD UP A BANK)

9. LIFESTYLE FUTURE
(SO I CAN RUN MY EVENT FROM A HAMMOCK)

10. TO MAKE MY AWESOME IDEAS A REALITY

11. BUSINESS PLAN
TYPICAL TABLE OF CONTENTS
Executive Summary
Business Description
Vision, Mission, Goals
Aims & Objectives
Marketing Strategy
Operations Plan
Management & Personnel Plan
Financial Plan
Risk Mitigation Strategy
Action Plans
Monitoring

14. BUSINESS
PLAN?
WHAT
BUSINESS
PLAN?

15. SIMPLIFY
GET CREATIVE
GET RESULTS

17. why were you created?

18. why do you exist?

19. understanding why you
were created and why
you exist helps you
focus

20. ..so you can cut out the
clutter and simplify
where you want to be

21. BEFORE YOU START WRITING

22. What Business
Plan?

23. get everyone involved

26. LOCATION LOCATION LOCATION

28. 3 step business plan
1. Where we‟ve been?
2. Where we‟re going?
3. Making it happen

29. 1. where we‟ve been?

30. why do we exist?
1 word…..1 sentence….1 paragraph

31. make it heart felt

32. why do we exist?
“we are a group of volunteers staging our town‟s
largest sporting event to keep our community fit &
healthy”

33. event snapshot
How would you summarise your event?
Particularly for someone who’s never been
before
(….think sponsors, grant providers, media, potential
visitors)

34. medieval festival snapshot
Established 2001 to put End of Timbucktoo on the
map, the Medieval Festival celebrates all things
medieval from jousting tournaments to Shakespeare.
Try your hand at Robyn Hood crafts, have a go at
archery and feast like a king in the Castle Food Court.
The event attracts 8,000 visitors annually, generates
more than $1m in media publicity and creates a 2m
economic impact.

36. FESTIVAL SNAPSHOT
Map
Diagram
pictures

39. what set‟s us apart?

40. GOOD + DIFFERENT (beware of biggest & best)

41. know your trends

42. financial trends
Surplus (Deficit)
Total Expenditure
Total Revenue
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

43. Merchan
dise
10%
Bars
23%
Stalls
9%
Income
Tickets
58%
 Effect of mid-strength beer on profits
 Effect of rising transport costs, e.g. hire
equipment

44. customer trends
where are they from?

45. Trends should inform your plan
“All too often our plans are affected by complaints and
politics”

46. trends over time
Description
(…..might help with festival amnesia)
2009-10
2010-11
2011-12
Visitor Numbers
Media Publicity
Competitors/Performers
Volunteers
Stall Holders
Income
Expenditure
Profit
Facebook followers/website
hits
Merchandise
Economic Impact (spend)
2012-13
2013-14

47. consumer trends
Experience vs. possessions
“I’d rather spend my money on an experience, like going to
a festival, than buying a car” Gen Y

48. food + coffee culture

49. hands on + interactive

50. changing face of markets

51. 2. where we‟re going?

52. where do we want to be in 5 years?

53. what do you want to look like in 5
years?

54. how do you want to feel in 5 years?

55. IN 5 YEARS WE WANT TO BE……..

56. aim high. don‟t be afraid to
dream

57. top priorities?

58. get everyone involved

61. WHERE THEY WANTED TO BE
Julia Creek is known nationally as the place for extreme, outback sports.
The festival is a fine-tuned event staged at Dirt‟n‟Dust Central attracting 5,000
visitors.
The committee is focused but relaxed, with the community embracing the
event.
THEIR TOP 5 PRIORITIES
1.
2.
3.
4.
5.
Location – securing a permanent home for the festival
Infrastructure – developing permanent and mobile event
infrastructure
Financial Growth – diversifying income and creating higher yield
Local Profile – maximising return to local economy and community
Three Year Partnership Agreements – strengthening relationships
with major stakeholders for future planning

62. Our top priorities are……

63. 3. making it happen

64. People

65. Human Resourcing

69. financial strategies
Not just about increasing visitors
(more visitors = more toilets)
Increasing spend per visitor
Value add/Experience enhancement – shaded seating,
shaded car parking, VIP passes/area, VIP camping,
Behind the scenes experiences e.g. green room pass

70. Survival Strategies
top 5 priority actions
1. Partnerships
Presentations to community/ industry networks. 3 year partnership agreements.
Networking. Naming Sponsor. Community outsourcing.
2. Venue
Site feasibility study. Purchase of permanent venue.
3. Accommodation
Increase accommodation capacity with overflow camp site, tent city, glamping
and packages.
4. Increasing Yield
Develop VIP packages, VIP camping/parking. Introduce coffee vans.
5. Succession Plan
Mentor current volunteers in senior positions. Attract new volunteers.
Partner with sponsors‟ human resources.

71. Bringing it
How do I
bring
together this all
together?

72. How can I present
this so our
committee can
remember it?

75. WHERE HAVE WE
BEEN?
FESTIVAL SNAPSHOT
WHERE ARE WE
GOING?
IN 5 YEARS TIME
MAKING IT HAPPEN
OUR PRIORITY ACTIONS
ARE
.
WHAT SETS US APART?
WHO ARE WE?
TRENDS + CHALLENGES
OUR TOP 5 PRIORITIES

76. WHERE HAVE WE
BEEN?
WHERE ARE WE
GOING?
FESTIVAL SNAPSHOT
IN 5 YEARS TIME
Established 2001 to put the town on
the map and celebrate hot chillies.
8,000 visitors annually
Generate $1m in media publicity
Create a 2m economic impact
We will be an icon event synonymous
with our region, attracting national
media, with visitors staying 3 nights.
OUR TOP 5 PRIORITIES
WHAT SETS US APART?
We are the only town in Australia that
grows XXXX hot chillies. We hold the
national chilli eating competition and
have the world record for chilli
consumption. In 2013 were featured
in Gourmet Traveller for best chilli.
WHO ARE WE?
A non-profit organisation, we are a
group of chilli lovers who volunteer to
stage Australia‟s annual chilli
celebration.
1.
Partnerships – strengthening
partnerships with sponsors and
community
2.
Venue – securing a permanent
venue for the festival
3.
Accommodation – increasing
accommodation capacity to cater
for increased visitors
4.
Increasing Yield –strategies to
increase visitor spend on-site and
in town
TRENDS + CHALLENGES
More Aussie‟s are eating chilli and
travelling as a family or group to our
region.
5.
Succession plan – mentoring and
recruitment strategies to increase
skills of existing team and attract
new team members
MAKING IT HAPPEN
Keeping a Helicopter View of Program,
People + Resources
OUR PRIORITY ACTIONS
Partnerships
Presentations to community & industry
networks. 3 year partnership
agreements. Networking. Naming
Sponsor. Community outsourcing.
Venue
Site feasibility study. Purchase of
permanent venue.
Accommodation
Increase accommodation capacity with
overflow camp site, tent city, glamping
and packages.
Increasing Yield
Develop VIP packages, VIP
camping/parking. Introduce coffee vans.
Succession Plan
Mentor current volunteers in senior
positions. Attract new volunteers.
Partner with sponsors‟ human
resources.

77. Priority
2013-14
Budget/
Resources
2014-15
3 year
agreements
Naming
Sponsor
Presentations
Partnerships
Community
outsourcing
Projected
Budget/
Resources
KPIs





Networking

3 yr partnerships confirmed
Sponsorship/grant income
No. of repeat sponsors
No. of new sponsors
Increased involvement by local
businesses
Direct festival spend in region
Venue
Feasibility
Secured venue


Improved infrastructure
Improved greening, hardening and
signage of site
Accommodation
Flow over
camp site
Tent City
„Glamping‟

Accomm.
packages


Improved on-site camping
provisions
Camping income
Online accommodation sales
Online ticketing
New coffee
shop
VIP Packages
Mid-week event

Mentoring
program
Vice-President,
Vice-Treasurer
Board training
Trainee
appointed
Increase Yield
Succession Plan





Increased income from valueadds Online ticketing sales
VIP sales
Mid-week event
Potential committee members
identified
New volunteers recruited
Training completed

79. We exist to ……….
In 5 years ………..
Our Top 5 Actions
1. New brand
2. Simplify reporting
3. Visitor spend
4. Improve experience
5. Succession plan

80. 2 page business plan

81. THANK YOU