Start & Run an Event-Planning Business. Mardi Foster-Walker

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СКАЧАТЬ step on each other’s toes. One person could make phone calls while the other goes to the library. If you are not already set up at home with a computer and an internet connection, this is the time to install this equipment. See chapter 3 for more information on getting set up.

      Much of the information-gathering will require time, but the cash required should be minimal. However, be prepared to spend some money, for government reports and publications on industry trends and statistics may be of interest, and many of them cost money.

      Gather the data

      Identify and contact the most appropriate sources for the information you need. Organize and file your research results as they accumulate. Don’t keep unnecessary data, and do keep an eye on your projected completion date. The following are some good sources of information, from the general to the more targeted:

      The internet

      The internet provides a wealth of information at your fingertips. Start by using a good search engine. (Yahoo!, Google, and AOL are among the top picks.) Your local bookstore or library should be able to supply you with some great search tips, if you are not that familiar with search tools. Once you become acquainted with internet research, you will find this method will save you time on the phone and in your car, as much of the research legwork can be done on your computer. Be careful to check your sources — links from recognized organizations (chambers of commerce, government, Better Business Bureau, etc.) are your best bets for starting out, as not everything on the internet is credible information. Your local government or chamber of commerce will also provide you with community and business links to lead you to the information you need.

      Your local library

      Libraries are invaluable resources. Look through business and trade publications for trends and sales information. Often you can find market studies on file that directly fit your needs. You can also locate census information and trade reports. Ask the librarian for help with your specific information needs.

      The Yellow Pages

      Your local telephone book can be a major resource. Study the classifications that list your competitors under the headings Special Event Planners, Wedding Planners, Party Planners, and so on. How many competitors are there and do they use display advertising?

      Chamber of commerce

      Your local chamber of commerce is an excellent source for all business information. Visit them online, call them, or visit them in person. If they cannot help you, they will direct you to someone who can.

      College or university business departments

      Many college and university business departments offer extensive research help to the new businessperson. Occasionally, advanced students will take on the complete market research function for a company as a research project.

      Government departments

      Government departments, particularly those devoted to small-business development, can be another helpful source of information. In the United States, the Small Business Administration (SBA) offers publications covering topics such as budgeting, market research, legal structures, marketing, and financing. Call your local office and ask a counselor what is available. In Canada, these departments are the responsibility of each province. The department that handles small-business development can provide information on start-up assistance and point you to federal programs that may be helpful.

      Both federal and provincial or state governments are increasingly using “portal” technology to better guide their online users. Through these portal websites, governments direct you by your area of interest to the relevant resources and portfolios available, both online and in print. These sites offer reliable links to business sites within government. Go to <www.state.gov> or <www.whitehouse.gov> for the us government portals. The Government of Canada’s portal is at <www.gc.ca>.

      The Business Development Bank of Canada (BDC) <www.bdc.ca> conducts seminars on business topics, which are very informative to anyone new to business. It also offers books and pamphlets. (Go to <http://www.sba.gov/aboutsba/sbaprograms.html> on the internet for a complete listing of the topics covered.) There is a charge for most of these publications. If you do not have a bdc office near you, write to the nearest regional office.

      If you need demographics, the bdc’s online computer service has it all. Again, if you do not use a computer with an internet connection, you should get set up now. Otherwise, you can engage the services of a research firm to help you with your search, but keep in mind that these services can be expensive.

      The face-to-face meeting

      Perhaps the most effective way to gather data is to arrange personal meetings with people who are potential sources of information. A representative from your local chamber of commerce, the head of a trade association, an executive from a hotel, the owner of a travel agency, and a corporate executive are a few examples of people who could provide you with valuable information. More than any other information-gathering activity, face-to-face meetings often lead to other important sources for data and will often establish business contacts that could be important to you in the future.

      Remember that in the events world, you may have to meet with several departments in larger organizations. For example, individual departments may be responsible for their own events (sales and marketing division versus research and design), and they may even have responsibility for different aspects of one event (planning versus operations). Again, the internet is a great place to start doing some background research on the companies you have targeted. Look for up-to-date information on events or meetings or media. Often, there is a contact name listed. Review the news releases and calendars if they are available. Do an online search to find out if the company has networking associations with other companies.

      Telephone well in advance to schedule a face-to-face meeting. Know the name and proper title of the person you want to see and use it during your conversation. Introduce yourself and briefly indicate what you would like to talk about. People are busy, so don’t waste time or talk about your plans in too much detail.

      Try to gather as much information as possible before you meet face-to-face. Once you have conducted this initial research, you will be better equipped to pose questions that are relevant to the person you are interviewing. Refer to the information you have collected and ask for specifics. Here are some basic questions to ask during a personal interview with a potential client for your business:

      (a) Does their company currently hire special events professionals?

      (b) How often do they hire special events professionals?

      (c) What type of events do they put on?

      (d) Are they satisfied with the quality and cost of the events?

      (e) What are their event objectives that must be met?

      (f) Do they see their event needs changing in the near future (for example, special occasions coming up, such as a company anniversary, new associations or expansions, change of venue)?

      (g) Do they have associations with other organizations that do events or partner on events?

      (h) СКАЧАТЬ