This document provides information for starting an event management company. It outlines key aspects of the business such as target clients, budget, profits, services offered, objectives, SWOT analysis, government registrations required, taxation details, proposal and planning elements, terms and conditions, budgeting process, venue selection guidelines, market competitors, and brand promotion strategies. The business aims to be the preferred event management provider in India offering quality services at affordable rates while achieving returns superior to competitors through innovation and excellence in client services.

1. Event
Management
Prepared By:
Akshank Shah
Be a GUEST at your event!

2. Melon Event Management
With the rise & boom in startup world, there is a significant
need for brand promotion, awareness, networking, employee
recreation and other types of events to give them a leading edge
in the market and employees wearing away.
In the light of the economy
and the tough times that
many businesses are facing
today, it is now more critical
then ever to invest in your
employees.
Target: SMBs & Startups
Client Budget: ₹2L – 4L (may
exceed as per client’s requirement)
Target Profits: 20% - 30%

3. Melon Event Management

4. Events
“We design, coordinate and manage company events, corporate outings and
team building events with a special flair.”
Product Launch Seminar Networking Event Board Meeting
Annual Dinner Theme Party Executive Retreat Team Building
Incentive Travel Rewards & Recognition (Indoor/Outdoor) Carnival
Chill out (Family Day/Kids At Work/Team Outing)
Peace of Mind (Yoga/Zumba Dance/Meditation)

5. Objective, Mission & Vision
To be the most quality conscious event management company
To provide catering and event management services, that has not been
experienced in the industry at affordable rates
To be the preferred services provider in the event management circle
To incorporate event management research and development functions
in the company in the first five years
To achieve consistently a return on investment superior to all others to
provide the basis for the long term capital growth
To constantly innovate, imagine and inspire to exceed client expectations

6. SWOT Analysis
Internal Environment
Strengths
Highly motivated staff
Customer friendly
Execute plans with shoestring budget
Interactive activities
Weaknesses
Tax structure
Brand portfolio
Future profitability
Opportunities
Growing demand
New markets
New acquisitions
New products and services
Support from local authorities
Threats
Rising cost of raw materials
Poor Infrastructure
Non delivered licenses/special
permits
External Environment

7. Government Environment
INC-29 Company Registration
Incorporate a Private Limited Company using Form INC-29, subject to
ROC(Registrar of Companies) processing time
Obtaining DSC & DIN
Digital Signature Certificate(DSC is required for the proposed Directors of the
Private Limited Company
Filing for Incorporation
Incorporation names are prepared and filed based on the selected name. One
name must be selected for the company after referring to the MCA Name and
Trademark database
Obtaining PAN and TAN
Register with Income Tax India for Business PAN & TAN

8. Government Environment
Additional Licenses & Approvals
IPRS : The Indian Performing Right Society India
PPL: Phonographic Performance Ltd
Loud Speaker License from your local police station
Premises License
Performance License
NOC from the Traffic Department
NOC from the Fire Brigade Department
NOC from the electrical inspector
NOC from the Health Department
NOC from the Collector (if there is ticket selling or charity show)
NOC from the RangabhumiParinirikshanMandal
Certificate regarding fitness of the machinery (in case of amusement rides)
No Objection Certificate from Entertainment Tax department (In case the
event is ticketed)
Liquor Permit (Permanent/Short Term)

9. Taxation
Rate of Tax Accounting Code
Service Tax 10% of the value of
services
00440197
Date of Introduction: 16.08.2002 vide Notification No.8/2002-ST, dated 01.08.2002.
Definition and scope of service:
(i) "Event Management" means any service provided in relation to planning, promotion, organizing or
presentation of any arts, entertainment, business, sports, [marriage]* or any other event and includes any consultation provided
in this regard;
(Section 65(40) of the Finance Act, 1994)
(ii) "Event Manager" means any person who is engaged in providing any service in relation to event management
in any manner;
(Section 65(41) of the Finance Act, 1994)
“Taxable Service” means any service provided or to be provided, [to any person], by an event manager in relation to event
management.
(Section 65 (105) (zu) of the Finance Act, 1994)
Rate of Tax & Accounting Code:
(Rate of tax is effective from 24.02.2009.)

10. Business Conduct
Proposal Budget Venue/ Site Selection and Design
Production Schedule Speaker & Supplier Checklist
Sponsorship
F & B Menu
Guest list Risk Management Marketing Promotion
Pre – event
Running Sheets
Event Day
Post Event
Evaluation
Shutdown and Reporting

11. Terms and Conditions
Documentation
Terms & conditions may differ without prior notice
Prices
All prices quoted are inclusive of applicable duties & taxes
Payment Terms
Payment to be done in 60:40 ratio
Late Payment Policy
Penalties will be applied @10% of the outstanding value
Circumstances beyond our control
Right to cancel, cancel or delay any booking
Minimum members
Reserve the right to quote the cost per member exceeding the minimum
number of members

12. Terms and Conditions
Itinerary
Not final and is subject to the availability of the venue
Bookings
Fully completed & signed booking form
Cancellation Policy
More than 60 days prior to event: 25% to total cost
Within 60 days prior to event: 50% of total cost
Within 30 days prior to event: 75% of total cost
Within 14 days prior to event: 100% of total cost
Cancellations must be made in writing and will be subject to events selected
Damages
Client will be charged the full replacement cost. Any damages must be
reported to a member of the company stuff

13. Flow of Money
Indentify Income
1. Client Fees
2. Sponsorship
3. Merchandising
4. In-kind
Indentify Expenditure
1. Indentify Expenditure
2. Food & Beverage
3. Administration
4. Wages & salaries
5. Venue
6. Lighting, sound & visual
7. Staging
8. Graphic design
9. Printing
10. Decoration
11. Entertainment
12. Marketing & Promotion
13. Travel
14. Accommodation
15. Contingency

14. Guidelines for Selection
1. Availability
2. Size of the event
3. Layout and suitability
4. Stage, field of play or performance area
5. Transport and parking
6. Proximity to accommodation
7. Services available e.g. F&B
8. Technical support e.g. PA system, projector
9. Cost
Venue/Site Selection & Design

15. Venue/Site Selection & Design
Conduct a Site Inspection
Develop a checklist for Site Inspection:
1. Compatibility with event theme
2. Seating arrangement
3. Sight obstruction e.g. pillars
4. Storage areas
5. Entrances & exits including freight access
6. Stage area
7. Equipment available on site
8. Safety and security
9. Access time
10. Power

16. Venue/Site Selection & Design
Layout Diagram
Prepare a Layout diagram on:
1. Stage
2. Seating and table arrangement
3. Registration area
4. Equipment positions e.g. lighting, projectors
5. Decoration layout
6. F & B station
7. Signs
8. Entry and exit including staff position

17. Market Competitors
Seventy Event Media Group
Percept Limited
Platinum World Group
Dreamz Events N Ideas
Brandish Media &
Entertainment
Sync Entertainment Pvt. Ltd
Event Plus Management
Pvt. Ltd.
Sound Spirit
Cream (India) Pvt. Ltd.
Toast Pvt. Ltd.

18. Brand Promotion

19. Ask following questions in a Feedback Form:
1. Did you enjoy the event? If no, then please state the reason
2. What did you like most in the event?
3. What did you like least in the event?
4. What are the problems you faced during the event?
5. What could have been done to make this event better?
6. How do you rate the various services provided by us(please check
one of the option)
• Hospitality: Excellent, good, average, poor
• Catering: Excellent, good, average, poor
• Transportation: Excellent, good, average, poor
• Mgmt staff behavior: Excellent, good, average, poor
• Mgmt staff services: Excellent, good, average, poor
• Hospitality: Excellent, good, average, poor
7. Would you like to participate in our next event?
Feedback

20. Thank You