BUSINESS PLAN ON EVENT MANAGEMENT

Brother’s Event Management

Submitted By:
M. Saad (2172063)
Muhammad Tayyab Abbasi (2172042)
Supervised By:
Dr. Waris Ali

Department of Management Sciences

National University of Modern Languages
Islamabad
Date of Submission: 11th June 2021

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 NATIONAL UNIVERSITY OF MODERN LANGUAGES
Faculty of Management Sciences
FINAL APPROVAL CERTIFICATE
It is hereby certified that the Business Plan has been thoroughly and carefully read and
recommended to the Faculty of Management Sciences for acceptance of Final report by M.
Saad Roll No: 2172063, Tayyab Abbasi Roll no: 2172042, Session (Feb-2017 to June-2021)
Evening, in partial fulfillment of their requirement for the degree of Bachelor of Business
Administration at National University of Modern Languages, Islamabad.

Dated: _________________

Supervisor Name:

Supervisor Signature: ______________________

Panel Member Name: ______________________

Panel Member Signature: ______________________

Program coordinator: _______________________

Head of Department: ______________________

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 Acknowledgement
First of all, we are very thankful to Allah who is most beneficent and merciful. This Business
Plan has been completed due to the support of many people and we wish to acknowledge
them here.
We would like to express profound gratitude to our teacher Sir Waris Ali for his invaluable
support, encouragement, supervision and useful suggestions throughout this business plan.
His moral support and continuous guidance enabled us to complete our work successfully.
We are grateful for the cooperation and constant encouragement from our family members
and their regular suggestions made our work easy and proficient.
Last but not the least, we are thankful and indebted to all those who helped me directly or
indirectly in completion of this business plan.

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 Declaration

We hereby declare that this undergraduate business plan, neither as a whole nor as a part
there of has been copied out from any sources, wherever references have been provided. It is
further declared that we have developed this undergraduate business plan and accompanied
report entirely on the bases of our knowledge. If any part of this undergraduate business plan
is proved to be copied out from any source and found to be reproduced of some other source
without proper acknowledgement, we will stand by the consequences, and the university will
take no responsibility.

Project Members:

Signature: ______________________________________

M. Saad 2172063

Signature: ______________________________________

Tayyab Abbasi 2172042

Date: ______________________________________

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 DEDICATION
We would like to dedicate this project to our parents, our teachers and to those of our friends
who have helped us see through this project by being a great source of comfort and
encouragement to us.

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 Table of Contents
1. Company Introduction:......................................................................................................................8
1.1. History:...........................................................................................................................................8
1.2. Introduction:...................................................................................................................................8
1.3. Mission:..........................................................................................................................................9
1.4. Vision:............................................................................................................................................9
1.5. Objectives:......................................................................................................................................9
1.6. Establishment of Business:.............................................................................................................9
2. The Company:.................................................................................................................................10
2.1 Legal Status of Company:.............................................................................................................10
3. The Industry:...................................................................................................................................10
3.1 Industry Trend:..............................................................................................................................10
3.2 Industry Structure:.........................................................................................................................11
4. Market Analysis:.............................................................................................................................11
4.1. Market Segmentation:...................................................................................................................11
4.1.1. The Corporate Clients:...........................................................................................................11
4.1.2. The Non-Corporate Clients:...................................................................................................11
4.1.3. Pakistan’s Government:.........................................................................................................12
4.2 Target market determination:.........................................................................................................12
4.3 Competitor Analysis:.....................................................................................................................12
5. Operational Plans:...........................................................................................................................13
5.1 Suppliers:.......................................................................................................................................13
5.1.1. MENU CARDS:....................................................................................................................13
5.1.2. SWOT Analysis: ……………………………………………………………………………………………………………………..14

6. Market Development:......................................................................................................................15
6.1 Marketing Plan:.............................................................................................................................15
6.2. Marketing Strategy:......................................................................................................................15
6.2.1. Product, Price, Promotions, and Distribution: 6.2.1.1. Product & Service:...........................16
6.2.1.2. Pricing of the Service:.....................................................................................................16
6.2.1.3. Distribution of Services:.................................................................................................17
6.2.1.3.1. Traditional Distribution Network:................................................................................17
6.2.1.3.2. Non-conventional Distribution Network:.....................................................................17
6.2.1.4. Promotion:......................................................................................................................17
6.3 Sales Strategy:...............................................................................................................................18
7. Competition:....................................................................................................................................19

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8. Organizational Structure..................................................................................................................20
8.1. MANAGEMENT TEAM:............................................................................................................20
8.1.1. OWNERS:.................................................................................................................................20
8.1.2. VICE PRESIDENT MARKETING:......................................................................................20
8.1.2.1. DUTIES AND RESPONSIBILITIES:............................................................................20
8.1.3. VICE PRESIDENT FINANCE:............................................................................................20
8.1.3.1. DUTIES AND RESPONSIBILITIES:............................................................................20
8.1.4 VICE PRESIDENT IT:...........................................................................................................20
8.1.4.1. DUTIES AND RESPONSIBILITIES:............................................................................20
9.1 Pro Forma Income Statements:......................................................................................................22
9.2 Pro Forma Balance Sheets:............................................................................................................23
9.3 Pro Forma Cash Flows:.................................................................................................................24
10. Appendices:...................................................................................................................................28
10.1 Business Logo.............................................................................................................................28
10.2 Business Card:.............................................................................................................................28
10.3 Business Location:.......................................................................................................................29
10.4 List of Business Equipment:........................................................................................................31

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Executive Summary
Welcome to the future of event planning!
Brothers Event Management
The Event Planning Specialists brings to the community of Islamabad a new breath of air in
the event planning market. By combining old fashioned values, going the extra mile, and
using cutting edge event-planning software, Brothers Event Management will lead the
market, providing the same quality results, every time. Brothers Event Management is an
equal opportunity business making its expertise 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. The event planning software brings interactive event planning as close as their
personal computer. Through these and other affordable products and services.
The suggested event management complex comprises of two main halls, will have an overall
capacity of serving 800 persons per function with a variety of standard menus. However,
starting capacity utilization is estimated at 60%, with 5% growth rate in subsequent years. For
this project it is recommended to construct or acquire a purpose built building in a
metropolitan city, preferably in a densely populated commercial area or newly developed
housing society. The most critical factors for success of the project entail entrepreneur’s
knowledge of the industry, appropriate location, commitment to quality services and
competitive pricing. Total project cost is estimated at Rs 82.363 million with capital
investment of Rs 81.368 million and working capital Rs 0.995 million. The projected IRR,
Payback and Net Present Value of the said project are 25%, 4.68 years and Rs 37.38 million
respectively. The legal business status of this project is proposed as ‘Partnership’.

1. Company Introduction:

1.1. History:
Occasion organizers are thought to be a standout amongst the most vital ceremonies in
Pakistan.
Through perception and meetings, we become acquainted with that more often than not
individuals need to make their uncommon events and minutes important through doing the
costly sort of enhancements, nourishment and DJ. From the most recent decade we can see
build up that individuals need to improve their occasion more than other individuals.
Occasion organizer industry in Pakistan is developing with each passing day. It is one of the
quickest developing segments of Pakistan. As of now there are so many occasion organizer
organizations are giving administrations to their clients. Numerous new organizer
organizations are developing with their own center competency and imagination.

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1.2. Introduction:
For definite year task of Strategy for success, we have a thought, its Occasion arranging and
sorting out. Welcome to the fate of occasion arranging and sorting out! The Occasion
arranging and sorting out conveys to the group another breath of air in the occasion
administration by joining old and new designed esteems, going the additional mile. Occasion
arranging and sorting out will lead the market, giving similar best quality outcomes,
unfailingly.
Occasion arranging and getting sorted out is an equivalent open door business making its
ability and its items and administrations accessible to help its clients to design their own
particular decision of occasion's area. Through reasonable bundles on client's most loved
area, Occasion arranging and sorting out intends to be the main asset for any occasion.

1.3. Mission:
Brothers Event Management will be to provide its customer services to their utmost
satisfaction.
In a consistently evolving, quick paced world, achievement is controlled by great decisions
for enduring impacts. Events endeavours to be the best selection of customers by facilitating
their occasion arranging load.
Holding our self to the most elevated of individual and business morals and benchmarks, by
keeping testing ordinary impression of magnificence and innovativeness, we will address,
and after that surpass your issues, wants and desires.
YOU + US = SUCESSFUL EVENTERS.

1.4. Vision:
Brothers Event Management initiates its dedication to serve the community with quality
services and set an example of professionalism and moral business practices in the industry.
The vision of Brothers Event Management is positioned towards becoming the market leader
in event management through hard work and commitment, maintaining the leadership and
carrying the flag of uncompromising quality into the unforeseen future with constant value
addition and a strong line of innovation.

1.5. Objectives:
Our principal objective is to make the occasion the both vital and pleasurable experience.
Subsequently we offer a large group of bundles and administrations particularly custom fitted
to the need of each of couple. We are sure that this business wander will be achievement and
our services will get advance with the progression of time.

1.6. Establishment of Business:

In 2021 we will develop an agile business for various occasions, for example, wedding,
birthday gatherings, Social and School occasions.

1.7. Stakeholders of Business:

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The stakeholders of our business are:
 Internal stakeholders:
 Internal stakeholders include owners and employees.
 External stakeholders:
 External stakeholders include customers, government and suppliers.

2. The Company:

2.1 Legal Status of Company:

Primarily Brothers Event Management will operate the business as ‘Partnership’. But in near
future ownership will change as per necessity. It has also aim to turn into a company under
company act 1984. Brothers Event Management will also be a service oriented company that
is the firm will provide intangible goods or perform useful labour on behalf of another
person.
The company will start its operation as soon as it completes its necessary procedure; if
everything goes as planned by the proprietor.

3. The Industry:

3.1 Industry Trend:

Occasion administration includes the use of administration science to the creation and
advancement of celebrations and occasions. It is one of the key devices of publicizing and
correspondence utilized by organizations of all sizes. From item dispatches to public
interviews, organizations create limited time occasions so as to speak with clients and
potential clients. Administrations organization occasions incorporate territories of corporate
occasions, for example, item dispatches, courses and business gatherings. The administrations
are additionally part of publicizing programs for retail, for example, displays, preparing
programs, occasion advancements, occasions in view of TV, uncommon occasions like
shows, form shows and the sky is the limit from there. Event managers are individuals who
design and run occasions. They are associated with the arranging, execution, and brand
building, advertising and correspondence system of the occasions. Occasion Directors are
specialists in inventive fronts, specialized and strategic help to an effective occasion.
Occasion administration in Pakistan, is an industry that is developing quickly, with super
shows and occasions repetitively. Given the expert viewpoint, occasion administration is a
glitzy and energizing calling that needs a considerable measure of diligent work and
eagerness. An occasion administration organization handles every single regular sort of
occasions, from little to substantial, including pledge drives, functions, weddings, gatherings,
traditions, works, displays, courses and public exhibitions. They additionally give the
improvement of idea of the occasion, sponsorship, sponsorship counselling, promoting,
spending compromise and the reputation and advertising. They have a group of experienced
organizers whose have information in all parts of occasion administration spending plans
overviews. It wound up clear subsequent to conversing with family and companions and
watching the changing patterns a great many people were of the view that the occasion
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organizers in Pakistan have turned out to be one of greatest wellspring of beneficial business
now-a-days. Individuals will burn through thousands and even millions only for a couple of
hours of festivities and the occasions are winding up increasingly indulgent each season.
Everyone we know needs to stay aware of the changing patterns and need to make their
enormous day as extravagant as conceivable regardless of whether a large portion of them
can't stand to do as such falling back on advances and different means just to have the
capacity to pay for a marvellous look where they can make the most of their occasion for a
couple of hours and for a capacity that would barely keep going for more than 4-5 hours.
From this discussion we infer that there is a great need for an event planner company and that
took us to start Brothers Event Management where every person can get his/her favourite
decorations, DJ and food items rather the whole package at unbelievably affordable prices
and rates and that too at one stop. Since as of now there is no such organization in the market
that is putting forth such bundles. In this way, we consider this to be a decent chance to
develop in this unexplored specialty.

3.2 Industry Structure:

Event management businesses are on a very basic level expert association, their first and
main priority is to make your experience an unforgettable occasion of your life through our
administrations. This industry gives the accompanying administrations to your events like
birthday parties, wedding ceremonies, conferences, business events and product promotion
events etc. These are utilizing distinctive subjects and shading blends to give a one of a kind
yet wonderful touch to the entire occasion. As indicated by client study we come to realize
that individuals confront remove trouble since marriage corridors are a long way from their
homes that is the reason we also need to acquaint our administrations with encourage them at
their doorstep in future as well.

4. Market Analysis:
The market analysis breaks the industry into segments and zeroes in the specific segment (or
target market) to which the firm will try to appeal. In this part we segment our market and
select our target market. We also perform analysis of our possible competitors.

4.1. Market Segmentation:

This market can be distributed into three major segments
 The corporate clients
 The non-corporate clients
 Pakistan’s Government

4.1.1. The Corporate Clients:

This section includes various multinational companies, local public and private limited
companies, financial and non-financial institutions, joint ventures and franchises, small
businesses, NGOs, research institutions, private and public educational institutions, showbiz
companies, social marketing companies, cultural forums etc.

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4.1.2. The Non-Corporate Clients:
Due to changes in our socio-cultural and economic condition, people are spending more time
at work. As a result, they have less time to spend on social affairs like marriages, get together
or a may be a birthday party for the children, or concert and other family function as well as
social functions. These people make up the non-corporate client segment of the event
management market.

4.1.3. Pakistan’s Government:

Another major segment in this market is the Pakistan’s Government. Each year Pakistan’s
Government hosts a variety of programs. Which firm will be in care of these programs are
decided by tenders.

4.2 Target market determination:

To be successful Brothers Event Management will have to emphasize its attention to
segments or niches that the big players have unnoticed or ignored. This way, Brothers Event
Management will be able to avoid conflict with the major players in the market by
specializing along market, customer, service and marketing mix lines. Through smart
targeting, Brothers Event Management will be able to receive as much profit as the market
leaders. The corporate clients; particularly the MNCs are very much willing to involve in
long-term contracts with professional event management organizations. But most of
them already have contracts with various advertisement companies for their event
management. They are not willing to dismiss their contract nearly and would like to engage
both an event management firm as well as advertising firms on a short term basis to see just
how much value professionalism adds to the process of event management. But, the number
of events that these corporate clients are going to initiate is likely to increase by more than
10%-15% in the coming year.
Most substantial increase will take place for the manufacturing firms and MNCs. This will
present Brothers Event Management with the opportunity to have contracts with recognized
MNCs. Brothers Event Management will also target the local manufacturing companies, local
service companies, private and public educational institutions, financial and non-financial
institutions, and small businesses.

After all analysis, Brothers Event managements target market will be:
 MNCs and other big and small local companies which want professionalism and “one
stop” service in managing their events. These companies are moderately satisfied with
the current event management situation, and see room for improvement.
 People who are well aware of the huge amount of time and hassle it takes to arrange
an event personally and also well aware of the usefulness of the professional help in
arranging their personal event.
 The Pakistan’s Government who sponsors a number of events every year.

4.3 Competitor Analysis:

The low or non-existent obstacles to entry and exit compound the competition condition
further. The lack of effective barriers to entry and exit may present crucial danger to the

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growth of our business as the industry matures. In future more and more organizations will
look for professional event management services to manage their events effectively.
Brothers Event Management intends to take full advantage of this opportunity. The business
plan provides pros and cons of establishing a profitable business venture. The report went to
great details in recognizing the potential risks and threats, is simply because the entrepreneur
wants to stay a step ahead of the problems that can hinder the progress of this venture.

5. Operational Plans:
The operational plan of the business plan outlines how our business will be run and how our
service will be served. To provide service we need employees, as we all know business like
event management need young employees as they are energetic and core element of our
business. We will emphasis toward creative employees who can help us in planning event in
more creative way. We will hire fresher as well as people with experience according to this
sector. All employees will be good at different work such as computer operations,
management, and designing, marketing and sales. But most of recruitment will be contractual
basis rather permanent except specialized employees. As we need lot of volunteers to
accomplish each event we recruit them part time basis. We also maintain good relations with
our support services like catering, decorator, designer, flower shops and other related parties.
Our daily operations include meeting with clients, taking orders, dealing with suppliers,
visiting the venues, managing our budget.

5.1 Suppliers:
Due to strong competition clients don’t want to compensate on quality of work so we will
choose the best suppliers in the country to ensure best quality for our clients. We will give all
our services on time so customers will become loyal to us and also advertise our team if we
fulfil their needs. Generally, our suppliers are Paradise Complex, Blessings Marquee, Taj
Events & Marquee. We have individual connection with all of them specify about so, they
will cooperate with us and offer as very attractive and affordable rates.

5.1.1. MENU CARDS:

Birthday parties and other parties:
Table 1: Menu Cards for Pakistani food

Menu Pakistani Food

Nihari
Kabuli Pulao
Karahi
Haleem
Halwa Puri
Mutton Qorma
Chicken Qorma
Saag
Lassi
Tikka Kebab
Chapli Kebab
Paratha
Cold drinks

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 Table 2: Menu Card for Fast food

Fast Food
Burgers of all kinds ( Beef, Chicken)
Salads
Pizza’s
Rolls
Fries
Soups
Drinks

 Timings: Lunch: 12P.M to 4P.M

 Dinner: 7P.M to 10P.M
 Use of weapons and illegal activities are strictly prohibited.
 In case of any damages, the management reserves the right to charge the losses.
 In any case of loss or theft or valuable things, management will not be responsible.
 Sound from outside will be charged additionally Rs.1000/-
 Mineral water and soft drinks will be charged separately.
 Decoration charges Rs.8000 will be charged separately.
 Heating/cooling will be charged separately.
 Copy of CNIC is mandatory.
 All government taxes apply.

5.1.2. SWOT Analysis

Strengths Weaknesses
 Superior and specialized  Lack of funding/capital.
service.  Low profit margins.
 Experienced & motivated  Costly processes.
team.  High competition with more
 Strong relationship with offerings.
vendors and partners.  Narrow product line.
 Focused networking in the
industry.
 Excellent PR.

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 Opportunities Threats
 Growing demand  Recession (Covid)
 New markets  Inability to find skilled
 Support from local authorities. resources.
 Favourable economic  Future competition from
conditions. complementary service
providers.
 Unavailability or costly raw
material.

6. Market Development:
At first this business is dispatch in Islamabad and following 2-3 years we will extend our
business through our establishment in various areas as well.

6.1 Marketing Plan:

The marketing plan focuses on how the business will market and sell its product or service. It
deals with the nuts and bolts of marketing in terms of price, promotion, distribution, and
sales.
The best way to describe a company’s marketing plan is to start by articulating its marketing
strategy, positioning, and points of differentiation, and then talk about how these overall
aspects of the plan will be supported by price, promotional mix and sales process, and
distribution strategy.

6.2. Marketing Strategy:

Brothers Event Management will be aggressively courting companies as well as individual to
win future contracts. Brothers Event Management will offer a superior service at a lower cost
due to specialization. By concentrating specific services in specifically, Brothers Event
Management will become capable at these services and perform the services better than other
similar organization as passage of time.
Brothers Event Management will increase company visibility through a website, local
Chamber of Commerce networking, and participation in fair, print and electronic media and
mostly in different social sites like twitter, Facebook etc.
The website will be quite detailed and provide a visitor in-depth information about the
services Brothers Event Management offers, the corresponding high level of quality, and the
cost savings that can be achieved by using Brothers Event Management.
Lastly, Brothers Event Management will be active in the many trade shows. The use of
tradeshows allows potential client of Brothers Event Management to make initial contacts
with us for a wide range of businesses events that would otherwise be difficult to approach.

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6.2.1. Product, Price, Promotions, and Distribution:
6.2.1.1. Product & Service:
Although Brothers Event Management is primarily a service business, we also offer products
to support our customers in planning the event themselves. The following products are tools
used inside our operation for the best possible results:

6.2.1.1.1. Party Pack:

The Party Pack is a complete kit for any party. It includes decorations, 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.

6.2.1.1.2. Resources Manual:

This valuable guide acts as a review for all the resources located in the surrounding area. A
ranking is given to the various services, such as caterers, decorators, disc jockeys, bands, and
facilities. This manual gives the client the freedom of making a choice based on experience.
Brothers Event Management provides event planning in a wide range of applications. We
guarantee satisfaction in the areas of appearance, performance, and taste. The following is a
sampling of the types of events we will 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.
6. Government events

6.2.1.2. Pricing of the Service:

Price is the most thoughtful element of marketing mix. Once set at a level, it is hard for any
firm to change it. As a new comer in the market, Brothers Event management has to be
cautious in pricing its services. After bearing in mind a number of elements, Brothers Event
management has decided to offer its customers a number of packages all based on markup
pricing.

6.2.1.2.1. 10%MarkUp Package:

This package is for the corporate clients and to be used in bids for Government programs.
Currently, all other companies are charging 15% mark-up on existing cost as agency charge.
Brothers Event management is charging only 10% to send a message that the firm is not only
providing superior services, but actually providing them with much lower cost. This is a
strategy that Brothers Event management will use to lure clients from the competitors. It will
also attract small corporations, who at present are unwilling to hire event management
services due to high costs associated with it.

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6.2.1.2.2. 8%MarkUp Package:
This package is also for the corporate clients those who are interested in sponsoring charity
programs. For example, a company wants to sponsor a concert to raise funds for children
suffering from diseases. If they hire Brothers Event management to organize the concert, the
firm will charge them 8% mark-up on cost instead of usual 10% mark-up on cost.

6.2.1.2.3. 15%MarkUp Package:

This package is for non-corporate clients. In this case the firm is charging higher with 15%
mark-up over prices. The purpose is to communicate to the market that the firm is providing
quality services at a premium price. Brothers Event management is claiming that the firm is
looking for prestige and professionalism and someone looking to cut cost in birthday party is
not the person the firm is looking for.
Sometimes customers may want to reduce the price. However in most of the cases Brothers
Event management will try to overlook these requests as they will hamper the firm’s business
in long run and it will be able to assure the customers that the cost is a result of quality the
firm is providing.

6.2.1.3. Distribution of Services:

Brothers Event Management is looking to distribute its services in two ways.
 Traditional distribution network.
 Non-conventional Distribution network

6.2.1.3.1. Traditional Distribution Network:

In this process the customers will call Brothers Event Management or come to its office in
search of help to organize events.

6.2.1.3.2. Non-conventional Distribution Network:

To find new market, we will try to use our sales force and other channels to get customers.
Our sales people will go to corporate offices to find potential clients, to induce them to use
our service.
The clients can get entrance to the website at any time of the day and make enquiries about
the events. This online service will include ordering for the event, reviewing and
complimentary the budget and monitoring the progress. This will save both time and money
of both parties.

6.2.1.4. Promotion:
Developing a marketing strategy for event organizing business is critical to the growth of
your client base. We need to start our marketing plan immediately. Begin expanding on client
base with the strategy that utilizes both online and offline events marketing ideas.
Business promotion is the most important task in marketing plan. However Brothers Event
Management also decides to adopt every promotional activity to promote our business. As
new firm Brothers Event Management will take following promotional strategy:

6.2.1.4.1. Networking:
For most planners, networking is at the top of the list in terms of developing a strong client
base. Networking can help our business in two ways. If people have met us and know what
services we offer, they may refer business to us or use our service themselves. Furthermore,

17
networking with hotels, caterers and so on will give us a chance to meet some of the people
whose services we may need as we plan events.

6.2.1.4.2. Advertising:
Brothers Event Management will start advertising on newspapers ten days before the
inauguration. The Ad on first four days will try to create public awareness about the event
management organization. On the 10th day which would be the inauguration day, the firm
will give a full-booklet on those papers about Brothers Event Management’s organizational
activities, services and other related topics. Brothers Event Management will also advertise in
online portal to reach attention of every possible viewer. Brothers Event Management will
also advertise in Different weekly or monthly magazine to promote our business. Electronic
media also help to advertise our business. We will choice 2-3 TV channels to promote our
business primarily. We also advertise through mobile operator. By sending message to every
mobile user in Pakistan we can reach maximum number of viewer’s attention.

6.2.1.4.3. Social Site:

Social site like Facebook and twitter are also good way of promoting business. In this way we
open our official page which will be linked with our official site. In this way we can capture a
young person who has very much interest in event management business and also want to
organize event will pay their attention towards us. We also can get feedback from them to
improve our service.

6.3 Sales Strategy:

Brothers Event Management deals with a varied market of clients. Within each market
segment, closing of deals will differ. Each approach is described as follows:
1. Private and Public Organizations:
Sales will be settled one to two days after the end of the event. A follow-up phone call will be
placed notifying the client of the total cost, number of attendees, and information about the
billing packet that will arrive at their offices. Feedback forms will be included in these
packets to ensure the client is being served as they deem appropriate. Form letter thank you
card will be sent following each event.
2. Individuals:
Sales will be concluded with a follow-up phone call one to two days after the event. The
phone call will explain the total cost of the event, number of attendees, and information
concerning the billing. Individual parties of any age group are placed on a billing cycle.
Invoices will be sent out the 25th of the month and will be due the 10thof the following
month. Feedback forms will be included in these packets to ensure the client is being served
as they deem appropriate. Thank you cards will follow each individual event.
Brothers Event Management will take following sales strategy too:
 Relationship builds up
 Networking

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7. Competition:
Occasion organizers complete significantly more than design occasions. They likewise
organize and execute of all aspects of gatherings and occasions. These duties can incorporate
spending plans, occasion locals, licenses, transportation, lodging and on location staff. They
can reach out to contracting outsider specialist co-ops, for example, artists, sustenance
administration, security and speakers. As an independent venture undertaking, occasion
arranging requires an exhaustive comprehension of the market potential where you're found.
Top occasion organizer organizations that are working in Pakistan are as per the following:
 Isloo Event Management
 Royale wedding & Event Planners, Islamabad
 Platinum Events Management
 Margalla Grande Marquees
 Hello Events

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8. Organizational Structure

8.1. MANAGEMENT TEAM:

8.1.1. OWNERS:
Mr. Saad

8.1.2. VICE PRESIDENT MARKETING:

Mr. Tayyab (Partner and managing director)

8.1.2.1. DUTIES AND RESPONSIBILITIES:

 Analysing potential strategic partner relationships for company are marketing.
 Managing all marketing for the company and activities within the marketing
department.
 Developing the marketing strategy for the company in line with company’s
objectives.
 Planning and implementing promotional campaigns.

8.1.3. VICE PRESIDENT FINANCE:

Mr. Jawad

8.1.3.1. DUTIES AND RESPONSIBILITIES:

 Overseeing the flow of cash and financial instruments.
 Planning and directing the activities of workers in branches or departments.
 Preparing reports as required by law, regulations or company policies.

8.1.4 VICE PRESIDENT IT:

Mr. Junaid

8.1.4.1. DUTIES AND RESPONSIBILITIES:

 Maintaining company directory and other organizational charts.
 Recommending new policies, approaches, and procedures.
 Maintaining department records and reports.

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8.1.4.2. Revenue Generation
Distribution of Sales Price Persons In Year 1
Events

Wedding 57,600
Ceremonies

One Dish with 650 23,040 14,976,000

Chicken

One Dish with 1,000 23,040 23,040,000

mutton

One Dish with Beef 750 5,760 4,320,000

Mehndi Event 800 5,760 4,608,000

Corporate Events 19,200

Economy Pack 500 7,680 3,840,000

Medium Pack 700 7,680 5,376,000

Premium Pack 1,000 3,840 3,840,000

Ceremonial Parties 9,600

Lunch Buffet 1,000 3,360 3,360,000

Dinner Buffet 1,200 3,360 4,032,000

Hi-Tea 800 2,880 2,304,000

Civic Events & 9,600

Social Gathering

Buffet Cum-HI Tea 1,100 9,600 10,560,000

Total Revenue 80,256,000

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9. Financial Management:

9.1 Pro Forma Income Statements:

Table 3: Pro Forma Income Statements

Years 2021 2022 2023

Sales 80,256,000 93,638,400 111,294,720

Cost of goods sold 59,316,159 70,674,089 83,710,444

Gross Profit 20,939,841 22,964,311 27,584,276

G.A & S.E

Administration 2,039,400 2,243,340 2,467,674
Expense
Rental expense - - -
Utilities expense 120,000 132,000 145,200
Travelling & Comm. 495,000 544,500 598,950
expense (phone, fax,
etc.)
Office vehicles 154,500 169,950 186,945
running expense
Office expenses 138,600 152,460 167,706
(stationary, etc.)
Promotional expense 1,605,120 1,912,768 2,265,894
Insurance expense - - -
Professional fees 160,512 191,277 226,589
(legal, audit, etc.)
Depreciation 2,614,134 2,614,134 2,614,134
expense
Amortization 310,080 310,080 310,080
expense
Property tax expense 200,0000 200,0000 200,0000
Miscellaneous - - -
expense
Subtotal 9,637,346 6,270,508 6,983,173
Operating Income 11,302,495 14,693,802 18,601,103

Other income - - -
Gain / (loss) on sale - - -
of assets
Earnings Before 11,302,495 14,693,802 18,601,103
Interest & Taxes

Interest expense 5,765,413 2,893,201 1,898,879

Earnings Before Tax 5,537,082 9,800,602 14,702,224

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Tax 1,273,529 1,182,343 2,867,012
NET PROFIT/(LOSS) 4,263,553 6,618,259 11,835,212
AFTER TAX

9.2 Pro Forma Balance Sheets:

Table 4: Pro Forma Balance Sheets

Years 2021 2022 2023

Assets
Current assets
Cash & Bank 3,539,508 7,516,454 13,606,738
Accounts receivable - - -
Finished goods - - -
inventory
Equipment spare part 50,050 62,255 77,040
inventory
Raw material 596,530 777,324 1,007,746
inventory
Pre-paid annual land - - -
lease
Pre-paid building rent - - -
Pre-paid lease interest - - -
Pre-paid insurance - - -
Total Current Assets 4,186,088 8,356,033 14,691,524

Fixed assets
Land 40,000,000 40,000,000 40,000,000
Building/Infrastructur 28,982,271 27,456,888 25,931,505
e
Machinery & 2,128,059 1,891,608 1,655,157
equipment
Furniture & fixtures 4,731,300 4,205,600 3,679,900
Office vehicles 1,236,000 927,000 618,000
Office equipment 70,400 52,800 35,200
Total Fixed Assets 77,148,030 74,533,896 71,919,762

Intangible assets
Patents & trademarks 1,196,000 897,000 598,000
Cost of issuing bonds 99,720 88,640 77,560

Total Intangible 1,295,720 985,640 675,560

Assets
TOTAL ASSETS 82,629,838 83,875,569 87,286,846

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Liabilities
Long Term Loan 34951434 27849135 19752515

9.3 Pro Forma Cash Flows:

Table 5: Pro Forma Cash Flows

Years 2021 2022 2023

Operating activities
Net profit 4,263,553 6,618,259 11,835,212
Add: depreciation 2,614,134 2,614,134 2,614,134
expense
amortization 310,080 310,080 310,080
expense
Deferred income tax - - -
Accounts receivable - - -
Finished goods - - -
inventory
Equipment inventory (10,050) (12,205) (14,785)
Raw material (141,453) (180,794) (230,421)
inventory
Pre-paid building - - -
rent
Pre-paid lease - - -
interest
Advance insurance - - -
premium
Accounts payable 1,078,111 207,963 239,159
Other liabilities -
Cash provided by 8114375 9557437 14753379
operations

Financing activities
Change in long term (6,230,086) (7,102,299) (8,096,620)
debt
Change in short term - - -
debt
Change in export re- - - -
finance facility
Add: land lease - - -
expense
Land lease payment - - -
Change in lease - - -

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financing
Issuance of shares - - -
Purchase of - - -
(treasury) shares
Cash provided by (6,230,086) (7,102,299) (8,096,620)
financing activities

Investing activities
Capital expenditure - -
Acquisitions - -
Cash provided by - -
investing activities

NET CASH 1884289 2455138 6656759

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9.4 KEY ASSUMPTIONS
9.4.1. Operating Cost Assumptions

Description
Administration Benefit Expenses
Office Expenses (Stationery,
Entertainment etc)
Communication Expenses
Promotional Expenses
Professional Fee
Depreciation Method
Depreciation Rate
Details
3% of Administration Cost
7% of Administration expenses
15% of Administration Cost
0.5% of Revenue
0.2% of Revenues
Accelerated depreciation
0% on Land
10% on Machinery
20% on Office Equipment
10% on Furniture & Fixture
20% on Office Vehicles

Inflation Growth Rate 10%

Electricity Price Growth Rate 10%
Salaries Growth Rate 10%

9.4.2. Production Cost Assumptions

Description Details
Cost of Goods sold Growth Rate 10% per year
Maintenance Cost Rs. 10 / Person

9.4.3. Revenue Assumptions

Description Details
Growth in Sales Price 10%
Per Function Serving Capacity 800 Persons
Average Function Capacity 500 Persons
Function in Year 1 (60%) 192 Functions
Production Capacity in First Year 60%
Percentage Increase in Production 05%
Capacity every Year
Maximum Production Capacity 90%

9.4.4. Financial Assumptions

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Description Details
Debt 50%
Equity 50%
Interest Rate on Debt 14%
Debt Tenure 5 Years
Debt Payment / Year 1

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10. Appendices:

10.1 Business Logo

Figure 1: Business Logo

10.2 Business Card:

Figure 2: Business Card

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10.3 Business Location:
Many marvel Marquees are situated at E11 Islamabad. These marquees are eye-catching
inside with innovative designs and have lots of selection of colours to make your occasion
just magnificent. Most of these marquees have different type and sizes of striking halls which
can accommodate almost 250 to 1000 guests an event.
In E11 Islamabad there is wide range of marquees build side by side like Royal marquee E11
Islamabad, Monal marquee, millennium marquee and many more. The main charm of E11
marquees is that a large amount of guests can enjoy tasty food, amazing décor even on least
notice.
Their service package and powerful market presence make them a central hub for all your
events such as but not limited to free, paid and premium services. Their large expertise in
event management brings perfection in your occasion.
These marquees offer their halls to host different type of occasions like public talks, concerts,
seminars, social gatherings, and corporate occasions, weddings, birthdays and even more.

Figure 3: Business Location

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Figure 4: Business Location outside

Figure 5: Business Location inside

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10.4 List of Business Equipment:

Our office equipment will include:

• Laptop
• Furniture
• Water dispenser
• Air conditioners

Figure 6: List of equipment

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