Decoration & Entertainment Service

1. SWOT
Strengths:

1. Creativity and Customization: Ability to offer unique and personalized

decoration themes and entertainment options tailored to clients' preferences and
event themes.
2. Experienced Team: Employing skilled decorators, entertainers, and event
planners with expertise in creating immersive and memorable indoor event
experiences.
3. Diverse Offerings: Providing a wide range of decoration themes, lighting
arrangements, sound systems, interactive entertainment acts, and immersive
experiences to cater to various types of indoor events.
4. Customer Satisfaction: Building strong relationships with clients through
attention to detail, timely delivery, and excellent customer service, leading to
positive word-of-mouth referrals and repeat business.

Weaknesses:

1. Seasonal Demand: Dependency on seasonal fluctuations in event bookings, with

peak periods during wedding seasons, holidays, and festival celebrations.
2. Operational Complexity: Managing multiple events simultaneously, requiring
efficient logistics, coordination, and quality control measures to ensure smooth
execution.
3. Supply Chain Dependency: Reliance on third-party suppliers for decoration
materials, equipment rentals, and entertainment acts, exposing the business to
supply chain disruptions and quality control issues.
4. Cost Sensitivity: Price sensitivity among clients, especially in a competitive
market, necessitating cost-effective solutions while maintaining service quality
and profitability.

Opportunities:

1. Market Expansion: Opportunities for expansion into niche segments such as

corporate events, product launches, brand activations, and themed parties,
tapping into diverse market opportunities beyond traditional weddings and social
gatherings.
 2. Digital Marketing: Leveraging digital platforms, social media channels, and
online marketplaces for marketing, lead generation, and customer engagement,
reaching a wider audience and increasing brand visibility.
3. Partnerships and Collaborations: Collaborating with event venues, catering
companies, and other event service providers to offer bundled packages and
cross-promotional opportunities, enhancing service offerings and market reach.
4. Innovation and Differentiation: Introducing innovative event concepts,
technology-driven solutions, and interactive experiences to differentiate from
competitors and attract clients seeking unique and memorable indoor events.

Threats:

1. Economic Uncertainty: Vulnerability to economic downturns, recessions, or

external shocks impacting consumer spending on discretionary items such as
indoor event decoration and entertainment services.
2. Public Health Concerns: Navigating uncertainties and restrictions related to
public health emergencies, pandemics, or outbreaks affecting the feasibility and
safety of hosting indoor events and gatherings.
3. Competitive Landscape: Intense competition from established event
management companies, freelance decorators, and emerging players in the
indoor event decoration and entertainment services sector, leading to price
pressures and margin erosion.

2. Market Insights
3. Total Addressable Market (TAM): The TAM for indoor event decoration and
activities encompasses all events hosted in Indian cities, including weddings,
corporate gatherings, parties, festivals, and cultural celebrations. It is estimated to
be around 10,00,000 events annually.
4. Serviceable Addressable Market (SAM): The SAM comprises events with
budgets that can afford professional event decoration & entertainment services.
It is estimated to be around 50% of the TAM, accounting for 5,00,000 events
annually.
5. Serviceable Obtainable Market (SOM): The SOM represents the portion of the
SAM that event decoration & entertainment companies can realistically target
and capture. It is estimated to be around 50%, equating to 250,000 events
annually.
 6. Market Share: With a SOM of 250,000 events out of a SOM of 100,000 events,
we aim to capture a market share of approximately 40%.

7. Market Research & Analysis

Market Overview
 Events are hosted in cities of all sizes across India, including weddings, corporate gatherings,
parties, festivals, and cultural celebrations, driving demand for event decoration and activities
services.
 Event hosts and organizers in both metro and non-metro cities are focused on creating
unique and immersive experiences for attendees, leading to a growing demand for creative
event decoration solutions.
 Key players in the event management industry are expanding their operations to cater to
events in non-metro cities, leveraging technology, creativity, and strategic partnerships.

Market Trends
 Embrace of sustainable and eco-friendly event decor options, including recycled materials,
biodegradable products, and energy-efficient lighting solutions, in cities across India.
 Integration of technology-driven elements such as augmented reality, projection mapping,
and interactive displays to enhance event experiences in both metro and non-metro cities.
 Increasing demand for destination weddings, luxury events, and experiential marketing
activations, driving the need for premium event decoration services in cities of all sizes.

Market Opportunities
 Strategic partnerships with event venues, hospitality providers, and entertainment companies
to offer bundled event packages and value-added services across India.
 Expansion into niche markets such as luxury weddings, cultural festivals, and experiential
marketing campaigns to capitalize on high-margin opportunities in both metro and non-
metro cities.
 Investment in employee training, creative talent acquisition, and innovation labs to stay
ahead of market trends and maintain a competitive edge across cities of all sizes.

Market Challenges
 Weather-related risks and outdoor event cancellations, necessitating contingency plans and
insurance coverage to mitigate financial losses across India.
 Meeting tight deadlines, managing multiple projects simultaneously, and ensuring
coordination among various stakeholders for successful event execution in cities of all sizes.
  Handling budget constraints, negotiating pricing with vendors, and maintaining profitability
while delivering creative and high-quality event decoration solutions across India.

Numerical Insight
1. Market Size: The indoor event decoration and entertainment market in India is estimated to
be worth around INR 6,000-7,000 crore annually.
2. Growth Rate: With a CAGR of approximately 12-15%, the market is expected to reach INR
10,000-12,000 crore in the next five years.
3. Number of Players: There are over 10,000 event management companies & freelancers
specializing in decoration, entertainment and activities, servicing in India
4. Events Managed: Event management companies & freelancers handle an average of
400,000-500,000 events per year across India, ranging from intimate gatherings to large-
scale celebrations.
5. Budget Range: Indoor Event decoration & entertainment service budgets vary widely, with
small-scale events costing INR 5,000-2,00,000, while luxury weddings and corporate events
can have budgets exceeding INR 50 lakh to several crores.

8. Business Models
a. Full-Service Event Planning: Expand the business to offer comprehensive event
planning services in addition to decoration. Provide end-to-end event solutions,
including venue selection, catering, entertainment, and logistics management, charging
a percentage of the total event budget as a service fee.
b. Venue Partnership Program: Partner with event venues such as hotels, resorts, or
conference centers to offer exclusive decoration packages as part of the venue rental.
Negotiate revenue-sharing agreements with venue partners based on the number of
events booked through the partnership.
c. Online Rental Marketplace: Create an online platform for event decor rentals,
allowing customers to browse and rent decor items such as centerpieces, linens,
lighting, and props for DIY event decoration. Charge a commission or rental fee for each
transaction processed through the platform.