The document summarizes the research and planning done by a student for organizing a talent show event at their school. It discusses potential event ideas like a concert, golf day, fun run, and fashion show. For the concert idea, the student researched popular artist Drake and venues in Dubai that could host the event. Cost estimates were provided for booking Drake, renting venues, and other expenses. Presentations were given to the class comparing the different event options, outlining advantages and disadvantages of each. The talent show was identified as a popular past event, while a fashion show was proposed as a new idea. The document covers initial research and planning steps to select the best school event to organize.

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Talent Show
i+
Nikita Marie Potton
Applied Business Studies
Mr Bentley
Unit: Organising an Event
Centre number:91515
Candidate number:

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Contents
Introduction
Section A; Choice of the event
Section B; Feasibility of the event
Section C; Carrying out the event
Section D; Evaluation of performance

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Introduction
In this assignment I will be researching, creating and organising an event with my class as a
team. This unit will cover all different aspects of running an event including, research and
feasibility, planning the event, staging the event and the evaluation.
Report objectives:
1. To identify possible events
2. Outline the reasons for holding our chosen event
3. Set out the aims and objectives that are trying to be achieved by holding the event
4. Conduct primary and secondary research into the feasibility of the event
5. Consider a range of factors including customers, marketing, resources, finance,
administrative systems, timescales, target setting, legal aspects, contingency plans,
teamwork and problem solving
6. Evaluate myself, team and even performance, before, during and after the event.
Whatis an event?
Events can be run on a small or large scale and there are thousands of different types across
the world some are annual and some are ‘one off’. Most people will have definitely at some
point in their lives attended an event whether it was attending or participating. Different
types of events in the diagram below could include:
Events
World events
Olympic Games, Football World
Cup, Cannes Film Festival,
Political Summits, Rio Carnival
School events
Sports day, prom, school trip,
school fair, open day, musical
concert, disco, christmas events
Sporting events
Grand National, Golf
championships, formular 1,
London Marathon,
Championship Football
Local events
Village fete, firework display, car
boot sale, carnival, theatre show,
balls
National events
Clothes Show Live, Glastonbury,
Concerts, Motor Shows, Notting
Hill Carnival

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Why are events held?
There are many reasons for holding events and most are for social occasions. These events
can fall into one of the following categories.
 A celebration, the definition is that a celebration is
to mark, observe or perform an event for particular
reasons. Examples could include, ‘Fireworks
Night’ this is for remembrance of the 5th of
November when Guy Forks tried to blow up the
houses of parliament.
‘Weddings’ this is a religious ceremony for two
people to wed with family and friends
attending. ‘Golf championship’ this is an event which
lasts a particular amount of time with Golfers competing for the
championship.
 To raise funds for a particular cause. Events can help raise
money for charity’s, or for a good cause or to support world
disasters. Depending on the size of events, large popular
events can raise an extremely large amount of money. The
London marathon is strong example as thousands of people
to attend; the money is raised through sponsorship of each
runner. A smaller example would be a school cake sale which
raises money for new gym equipment.
 To provide recreation or entertainment. Many people attend events because of the
enjoyment and interest in the particular event. Most events are large social
occasions for people to meet and have a good time. Events I particularly enjoy are,
Notting Hill Carnival because of the fantastic
atmosphere and seeing the parade of costumes
and dancers, Chelsea football matches to watch
my favourite football team, and Prom to enjoy
the last school party of the year and to celebrate
moving onto a new year or leaving school. Some
events like Chelsea football matches will be
televised so people can enjoy in their own home
or at a local pub.

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 For business motives. Business use events for many reasons but they are mostly
used to promote a product or service. Ways a business could hold an event could
include; press conference, exhibitions, trade fairs and product launches. Businesses
could also hold and event for the employees an example could be a day trip for
team-building. Some business specialise in staging events, the revenue is raised
from tickets, the sale of broadcasting rights, refreshments and merchandising.
Events management companies are used and paid to organise events; concerts,
festivals, carnivals, boxing nights and more.
The image shows a founder of Apple Steve Jobs
recently holding a product launch for the iPad in
2010.
When organising an event there are many features which need to be taken in to
consideration: the aims and objectives, planning and organising, resources and marketing.
Whatbusiness conceptswill you use?
 Accounts
The accounts will be a large part of the event depending on which is chosen. As a
team we will need to make sure that it is feasible. We need to be positive that there
will be a demand for the event and that we can raise enough revenue for it to be
successful. We will also be researching the financial constraints and we will create a
risk assessment to be sure that the event is strong enough to succeed. We will use
accounting procedures such as cash flow, profit and loss and break even.
 Marketing
Market research will be used to consider the 4 P’s
 Price
 Place
 product
 Promotion
When researching and choosing the event all four aspects will need to be
considered; the price needs to be appropriate to attract sales to the target audience,
there are many aspects that need to be taken into consideration with the price
because it will need to be accurate so that the event will definitely reach the break-

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even point and nothing less. The place (venue) needs to suit the event and have all
the correct facilities; we will research possible venues for the event choosing the
most suitable. The product (event) needs to attract the target audience and be
enjoyable for everyone. And the promotion of the event will need to attract the
correct target audience to attract the sales, without advertising marketing and
promotion the target audience will not know about the event and information about
it. For the event we will look at possible advertising techniques and other methods
of promotion.
If the event is not marketed well then it will not attract the customers needed and
enough for the capacity of the venue to be filed. We need to be positive that we can
meet the break-even point with sales and noting less but hopefully more with the
help of the correct marketing.
 HR
This will apply to the event in many different aspects as we will be managing with
people in different ways. The employees we take on which will be applied students
from the year below will need to be motivated and able to work as a team with good
customer service skills, the staff will need appropriate training to make sure that the
even runs smoothly with their assistance. We will also need to manage the
participants in the event there will be a large amount of people and we need good
communication skills to make it as enjoyable for the participants as possible. The
audience will also be managed and will be in an adequate and appropriate way to
ensure that they enjoy every aspect of the event. Also any other relations to the
event including, sponsors, venue managers etc will need to be communicated with
appropriately. The better the human resources the smother the event will run.

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Section A
Choice of event
 1.0 - Ideas and research
 2.0 - Short-listed suggestions
 3.0 - Final decision

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1.0 Ideas for an event
As a team we have many ideas which will be great events, each member has been allocated
with their event idea to research and then present to the team.
 Hayley – Golf Day
 Katie – Fun Run
 Sarah – Fashion Show
 Ozge – Talent Show
I have been allocated to research a concert event for the artist Drake;
Venue
The first part of my research was the venue to hold the concert. There are many popular
concert venues in Dubai one particularly good website was www.timeoutdubai.ae where i
found this table of good venues for concerts.
Airport Expo Dubai Garhoud
Al Manhal Clubhouse Palm Jumeirah
Al SahraDesert Resort Dubailand
Bajjah Terraceand Lounge Downtown Burj Khalifa
Barasti Beach Stadium Dubai Marina
Courtyard Building Quoz
Diamond Lounge Sheikh Zayed Road
DubaiFestival City Concert Arena Festival City
DubaiInternationalConvention and Exhibition Centre Sheikh Zayed Road
DubaiMarina Yacht Club Dubai Marina
DubaiTennis Stadium Garhoud
DubaiWorld TradeCenter Arena Sheikh Zayed Road
DubaiWorld TradeCentre Sheikh Zayed Road
Festival City Main Stage Festival City
GEMS World Academy Auditorium Barsha
Global Village Dubailand
Global Village Amphitheatre Dubailand
Gulf Ventures Camp Mirdif
Kadomz DanceStudio Dubai Marina
Madinat Arena Jumeirah
Madinat ConferenceCentre Jumeirah
Magrudy's InstituteforLearning Excellence Jumeirah
Margham Campsite Others
Marina Terrance, Festival Centre Festival City

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Source: http://www.timeoutdubai.com/aroundtown/search/all-locations/687-event-venues
I researched many of these venues, some being too small, not appropriate enough for a
concert or not in a particularly good location. I also researched concerts that had been held
in Dubai in the past and what venue they had used including:
 Nickelback – Festival City,
 Tinie Tempah – Chi @ the lodge,
 Dubai sound city -
 Justin Timberlake, Creamfields festival and Christina Aguilera – Abu Dhabi.
Abu Dhabi was a possible choice to hold an event but Dubai would be more appropriate for
the event organisers and it gives more opportunity for Dubai to hold a concert.
My three final choices to show in my presentation where:
I contacted the venues by calling them and the information above is what I received. As it
shows I had chosen venues with different capacity sizes and prices. This then shows my
team that there are possible ways of organising this event regarding the venue.
Artist
For the Concert event I have researched
possible popular acts just through
researching on the internet agencies who
offer artists to perform. The best Website
and agency I found was:
http://www.godfatheragency.com/about.asp
This is a company who organises the hiring
of celebrity artists for events such as a
concert.
Venue Capacity Cost
Dubai world trade centre 10,000 140,000 AED
Dubai Festival City Concert
Arena
5,000 N/A
Madinat Arena 4,550 78,000 AED

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I emailed this company regarding information about the artist ‘Drake’ wanting to know what
the costs would be to have him perform in the Dubai.
Not long after I received a reply stating:
The email then gives an estimate of how much the artist will cost and what other additional
costs need to be taken into consideration.
I had chosen ‘Drake’ because of him being such a popular up-coming artist around the world
at this current time. I knew that there would be a demand across the UAE with wanting to
see him live.
Once I received the reply email I did a small bit research on the estimated additional that
needed to be considered which the agency did not include in the costs:
 Lighting

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 Staging
 Sound
 travel for 10, (2 first class, 8 coach)
 Hotel for 10, (2 suites or deluxe rooms, 8 standard rooms)
 ground transportation (limo or tour bus)
 Security
 Basic catering and beverage.
Company Cost
Flights Virgin 21,000 AED
Hotel Atlantis
Jumeirah Beach Hotel
Raffles
53000 AED
39000 AED
45000 AED
Transport Limo 500 AED day
Security Included with the venue’s
Lighting and sound Included in venue’s
The table above shows possible ideas of companies to use for each additional cost and the
estimated price it will be. There are many possible ideas that can be investigated further as
a team if this event was the final choice.
The presentations
Each of our ideas where then presented to the class we careful had to take note of the
advantages and disadvantages of each possible event so that we could then decide what
event would be the final choice.
Nikita Potton – Drake Concert
This presentation was used to present my idea of a great successful event to the class. The
first few slides discussed some background information about the artists using facts that
enhance how popular ‘Drake’ is within the music industry at this current time. I used the
facts because it shows the success of ‘Drake’ and it persuades my team that my event idea
would be very successful to our target audience and more.
I then questioned ‘why should we hold the event?’ showing my positive reasons for the
event being held and why I think it would be a good event to run because it would be
extremely profitable.

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I showed that I had been emailing the agency and discussed the costs of the artist and that I
had been researching many aspects of the event, to show that the communication between
our team and other people involved can easily work together to make the concert happen.
The last 3 slides again were research I had completed, discussing possible venues and the
additional costs for the event which would be taken into consideration. With then the last
slide summing up all the costs discussed and showing what the overall estimate cost the
event would be and how we could afford the event with the sale of tickets.

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Other possible events
Ozge Karaali - The talent show
Ozge had chosen to research the Talent Show, which was a very popular successful event
that had been previously been held.
Advantages
 Can fix mistakesfromlastyear
 Everyone canparticipate throughthe school
 Attracts a wide audience
 Verypopular
 Great for raisingmoneyforcharity
 If JBS school couldbe usedand negotiatedtobeingfree orverycheep
Disadvantages
 Done before
 Large expectationsfromthe TalentShow’sinthe past
 Studentsmaynotbe as interestedthisyear
How can we improve this event from the past?
 A largervenue somore students,parentsandteacherscanbuy tickets.
 The awards shouldbe handedoutto the winnersonthe night.
 We needtomake sure that the filmingof the show isnotlost thisyear.
 Differentstyleforthe event,include deliberatelynotverygoodactsfor comedy

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Sarah Williams - Fashion Show
Sarah had chosentoresearcha neweventforthe school whichfrompersonal experienceshe knew
was popularinotherschools.
Advantages
 It Involveseveryone inthe school
 It will raise alotof moneyforcharity
 Newideawill attracta newand wide audienceof students,teachersandparents
 Bringseveryone togetherfromthe school community
 There are manyaspectsto consider - Theme/season/music/lighting
 Ticketswill be cheapunlinkthe golf day
 Creative foreveryone
Disadvantages
 Hard to finda good venue withacatwalk
 Singingcontractswithclothes would be a huge risk; if clothes were damaged we would
have to pay and lose profit.
 Needtomake sure someone cancontrol soundand lightingif notthenthe atmosphere will
not be as good

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Hayley Brereton - Golf Day
Advantages
 Will be very popular with 6th form students, teachers and parents
 There will be many companies wanting to sponsor a Golf day
 Great choice of awards and prizes to attract customers
 Great venues to hold the event
 Great way to raise money for charity
 The meal after will attract family and friends
 Can play at night on certain golf courses
Disadvantages
 Will be very expensive, it’s looking between 600 – 800 DHS
 Not as much interest in our team
 Not everyone enjoys golf
 Will need a large amount of organising because of the amount of people attending
and on the golf course

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Katie Murray - Fun Run
Advantages
 Popular event in Dubai
 Good family/friends day out
 Prizes to attract people
 Theme – fancy dress
 Unique run for Dubai
 BBQ – good hospitality or picnic
 Great for raising money for charity
Disadvantages
 Lot of money for family’s with costumes and raising money
 150 AED is quite expensive
 Depending on the location it may not be private it may be a public area
Questions asked
How many people do you expect? This would depend on who the event is targeted to and it
would depend if there is an age limit and on the amount of people attending.
Is it just offered to the school or the whole of Dubai? Just Dubai British School
What prizes? Best fancy dress and first, second and third prize winner.

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1.2 Researched continued into events, factors to be considered.
Concert Talent Show Fashion
Show
Golf Day Fun Run
Are the
participant’s
active/passive?
Mostly
passive
Participants –
active
Audience -
passive
Participants
– active
Audience -
passive
Active Participants
– active
Spectators-
passive
Does the event
require
spectators?
Yes Yes Yes No Yes
Is the event
participant
specific? How?
No Yes
The Talent
show needs
talented
participants to
make the
show happen
and to create
entertainment
Yes
The fashion
show needs
willing
participants
to model
the outfits
Yes
Anyone who
is a fan of
the sport.
No
Is scale
important?
Yes
There needs
to be a good
size
audience to
create a
great
atmosphere
of a concert
No No Yes
There is a
limit on the
number of
participants
No
Is the event
innovative?
No No No Yes
It is for a
school event
No
Is the event
reliant on
specific
resources?
Yes
Lighting,
staging,
sound etc.
Yes
Lighting,
staging, sound
etc.
Yes
Lighting,
staging,
sound,
runway etc.
No No
Is the event
seasonal?
No
It can be
indoors
No
It can be
indoors
No
It can be
indoors
Yes
Needs to be
when the
weather is
cool within
Dubai
Yes
Needs to be
when the
weather is
cool within
Dubai

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1.3 How to choose the right event and points to consider before the discussion and the
decision
When choosing an event to hold is possibly the most important factor, making the wrong
choice could results in a financial loss which is something that as a team we cannot risk
happening. The event needs to be suitable and appropriate for the organisers and the
participant’s so avoid disappointment.
Factors to consider when deciding:
 Substantial – The event should be challenging and require some organisational skills.
 Needs complete support and interest from the team – All the team members need
to be committed to the choice of event.
 Skills of the team should relate to the event – The event is most likely to be
successful if the team members are genuinely interested and want to participate.
 The event should not be too ambitious – the event must be realistic and affordable.
 Make the most of local amenities - This should influence the choice of event so if a
local business provides free access that is usefully then it should be taken into
consideration to use it.
Discussion notes (also see minutes of meetings in appendix????)
Within a meeting we discussed which event we will finally decide to choose in the table
below it shows the notes that I had made within the meeting of the advantages and
disadvantages of each event and if we would use the event.
Advantage’s Disadvantages Are we all
interested
in this
event as a
team?
Will we use
this as an
event?
Concert  Attractive toa
wide audience
 Will be very
popular
 Couldcreate a
great profit
 Expensive andoutof
our limit,whichwill
create a cash flow
problem
 As a teamwe are not
professionalenough
for the job
 So manyaspect’sto
be considered
 Complicated –
Licences,additional
costs
 We cannotaffordto
lose money

Yes we all
were,butit
istoo
ambitious
for us.
No the event
wouldnotbe
possible for
our teamto
holdand is
too ambitious

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Fancy
dress fun
run
 Easy to setup
 Great for
charity
 Wouldattract
sponsors
 Popularevent
inDubai
 Many local
amenitiesthat
can be used
 Low demand
 Harder to attract
people especially
beingfancydress
 Wouldneedtobe
marketedextremely
well toattract
participants
Notall of
the team is
interested,
but itwould
make a
great fund
raiser
No,there was
not enough
interestasa
teamand it
was slightly
under
challenging
Golf Day  Attracts a
great target
audience
 Attractive
event
 Many prize
ideas
 Sponsorswill
be attracted
especially
sportingshops
 It’sdiverse,no
school has
heldanevent
like this
 Enjoyment
factor would
be highfor the
participants
 Veryexpensivefor
the participators
 Lack of knowledgeas
a team of golf
 Couldbe a highrisk
if there islow
demand

As a team
we thought
thiswas an
interesting
ideathat
couldbe
successful
but it
needed
more
research
There isa
possibilitywe
will use this
event.This
has beenheld
for further
discussion.
Fashion
Show
 Popularin
schools
 Attracts a
different
audience
 Couldreceive
great sponsors
e.g.clothing
stores,beauty
companies
etc.
 Notmany great
venuesaroundwith
the right facilities
 Venuesresearched
were expensive
 There may be
companiesaround
to sponsorbut
woulditbe
complicatedwith
contracts? Wouldbe
a huge risk isany
itemswere damaged
As a team
we didn’t
findthis
event
ambitious
enoughand
there was
little
interest.
Againitwas
a great idea
for a small
inschool
fundraiser
No

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Talent
Show
 Beena very
popularevent
inthe past
 Can be more
successful this
year
 Will raise high
profitsin
manyways
 Great for
raisingmoney
for charity
 Attractive to
manystudents
to participate
 Alsoattracts a
wide audience
of familyand
friendswho
wantto watch
 Possible
venue’s
 Can involve
everyone
throughout
DBS
 Wide variety
of sponsors
 Past expectations
 Has beendone
before
 Riskif we believe
that more people
will attendtowatch
and the venue isto
large

Veryhigh
interestasa
team
Yes thisisa
possibilityand
will be held
for further
discussion
1.4 The final decision
After the discussion of the five possible events as a team we drew out three possible ideas
and were left with two which we all agreed could be a positive choice these were:
 Golf day
 Talent show
The final decision was quite simple, we discussed the advantages and disadvantages for
both noting that the Golf day had a higher risk of being successful. As a teamthere was a
much higher interest for the Talent Show when the two events were being discussed and a
vote was held that the talent show would be a great event to hold as a group. The Talent
show is substantial as its challenging but effective because it’s interesting. It also fits with
‘Make the most of local amenities’ as we have already been offered two school’s
auditoriums to use. As a team we have found that we work well together because we all

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have different skills which will be great for creating a successful event which we are
interested in.
Some of the reasons we chose the Talent show event would include:
 Previous event can be used from last year to highlight any possible problems
 Good venue options
 High profit margin
 High demand for similar event last year – popular among students
 Least risky as done before
 Permission from the head teacher granted
 High participation rate likely – both competitors and audience
1.5 Criteria for judging success
As a team we also conducted a criteria of what we believe should ensure our success:
 Full venue with all tickets sold
 Wide variety of acts/performers
 A number of sponsors to provide prizes/funds
 All deadlines met
 Whole community involved
 Entertainment for everyone with positive feedback from performers and the audience
 Sufficient monies available as profit to give to a suitable charity
Throughout all aspects of the event we will constantly be reminding ourselves of what our
aims and objectives are to be sure that we succeed in every way and also looking at our
criteria to make ensure we increase success. With the help of these points we can hopefully
create a positive, enjoyable event for everyone.
1.6 Chosen charity for the event
As a class we have decided that the final profits for the show will be
donated to a charity. As a class we have chosen Dubai Autism Centre as
our charity to donate all profits to. We feel it is important to support
this charity as it is helping less able students an opportunity to be
educated.
Dubai Autism Centre (DAC) is a non-profit organization within Dubai and provides its
students with a holistic intervention program that includes academics and various therapies
– behavioural, speech, occupational, music and play as well as professional medical care. As
a team we feel it is an important need to increase the awareness of autism as we believe
that all students deserve equal opportunities to learn in any learning environment by
supporting the autistic children from one school community to another.

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1.7 Aims and Objectives for the event
What is an aim?
The aims are statements which show a long term vision for the whole event. It is what we
want to achieve overall out of the event.
What is an objective?
Objectives are ways to achieve the aim of the event; each aim has a set of objectives. As a
team we need to decide what would be accurate objectives to be able to fulfil our aim as
the objectives will determine success. SMART is used to remember the nature of objectives:
 Specific – Explain exactly what is to be achieved, applied to one area e.g. funding.
 Measurable – A form of measurement is essential to establish what is being
achieved, it is set in quantities e.g. tickets sold.
 Agreed/Achievable – Should provide a challenge but should be capable of being
delivered by all the team.
 Realistic – It should be reasonable to expect that the objective can be met by those
responsible for doing so.
 Timed – it should have a defined timescale, setting out when objective should be
achieved.
The aims for our event, The Talent Show are:
 To provide funds for charity
 To provide a popular leisure event for students, parents and staff
 To ensure smooth running, efficient leisure event
 To provide a highly successful leisure event that builds on last year’s success
The aims have been broken down into the following objectives:
Aim 1 - To provide funds for charity
 To make a profit above break-even costs – a minimum of 1000 AED
 To choose a suitable charity for any profit made
Aim 2 - To provide a popular leisure event for students, parents and staff
 Suitable marketing and advertising to ensure sufficient performers and audience
numbers
 To provide a variety of acts across the whole of the secondary school
 To ensure suitable venue with adequate facilities
 Good prizes

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Aim 3 - To ensure smooth running, efficient leisure event
 To ensure good communication between the event team
 To ensure appropriate allocation of job roles
 To set appropriate deadlines for jobs
Aim 4 - To provide a highly successful leisure event that builds on last year’s success
 To provide a sufficient variety of acts from across the whole of the secondary school
 To increase profit from last year
 To regularly review progress and keep deadlines
Additional objectives – to learn new skills within event management

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Section B
Feasibility of the event
 1.0 Market research
 2.0 Marketing for the event
 3.0 Contingency plans
 4.0 Financial resources
 5.0 Physicalresources
 6.0 Human resources
 7.0 Administrativesystems
 8.0 Target customers
 9.0 Event timescales
 10.0 Targets
 11.0 Legal aspects
 12.0 Pre-Carry outthe event
 13.0 Conclusion to feasibility

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1.0 Marketresearch (feasibility study)
1.0 Feasibility
When sufficient research is not carried out and planning taken place there is an increased
risk of the project failing. Any organisation would carry out some form of research either
primary or secondary to ensure that the event is not too expensive and a risk and that there
is an interest for the event. If an organisation receives negative feedback then it gives a
chance to change the event or drop the plans.
Benefits of carrying out a feasibility study:
 It helps to reduce risk and uncertainty.
 It eases people into their roles.
 The team thinks through their event logistics and resource needs in a logical
sequence.
 In brings to light any unrealistic assumptions which may have been made, such as
costs of materials.
 It establishes whether the preparation period (timescale) is sufficient.
 It establishes whether the event could actually happen, or where changes need to be
made in order to make the project happen.
(source: Barker 2006 p18)
There are many ways of carrying out a feasibility study including; surveys, interviews,
financial costing.
 Primary research
Throughout many aspects of this event and report it will shows all the different types
of research we have undertaken as a team to make sure the event is a success.
Primary research is research done by the researcher for the first time it is collected,
new original data and information. This type of research is something that you do
which does not include finding information in books, or on the internet but you
yourself go out and search for the answers in a personal way for example,
questionnaires to the public, testing on the public or interviews. Organised properly
the primary research collected should provide helpful data which can be used to give
personal opinions and answers to the questions that are given to the target market,
or the pubic and should be able to support ideas and decision making.

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 Secondary research
This is research that has been undertaken by someone else or another company.
Second hand information also known as ‘desk research’
Examples of secondary research:
 Internet – Google – key terms – receive thousands of results of information
 Text books
 In house journals
 News papers
 TV documentaries
 Sales figures and own company and competitors
 Government publication
 Competitors websites and products
Advantages –
Now with the new technology its quick and easy with the internet on a computer device
which is literally by hand and is easy to access. It’s great as it is already done so it can be
less time consuming which is good as it is cheaper and free. Technology isn’t the only
source to be used there is a wide range like books, newspapers, magazines, TV
documentaries, text books etc. The difference of primary and secondary is that primary
uses a small sample, whereas secondary research covers a wider area. The facts are
normally 100% in new books and the research could be done by a professional. There
are also a wide range of sources to use with are larger samples whereas primary
research covers a smaller area.
Disadvantages –
Like Primary there are also disadvantages, as there are no questionnaires or interviews
from customers or interviewees so there is no freedom anyone express opinions accept
the factual information from professionals. Sometimes the information found is not up
to date, old or out dated. By doing secondary research it could be time wasting looking
through a wide range of resources that are no specific to the actual objective, it is a lot
of reading and researching on the topic by searching around. A disadvantage is that it
could be completely wrong; information across the internet which could be out stated
and it is hard to put the research found into graphs.

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• To provide funds for charity
• To provide a popular leisure event for students, parents and staff
• To ensure smooth running, efficient leisure event
• To provide a highly successful leisure event that builds on last year’s success
• The aims above are what we have chosen as a team, we have also chosen suitable objectives.
Aims andobjectives
• For the customer, there should be a high demand beceause of the enjoyment and because the event relates to very popular TV shows.
• For the participants its a great way to show off a talent and compete against others. It isalso great as they are participat ing in a school event.
• Great for the school community as a whole.
Customers/Participants
• Price - This will need to be researched as there are many costing aspcts
• Product - The event, attractive and enjoyable for the school community
• Place - Many locations available, GCS, JBS, DUCTAC
• Promotion - We can create many ways to promote the event with fun raisers, posters, school assemblies etc.
Marketing
• Lighting
• Sound
• Stage
• Seating
• Prizes
• Venue
Physical Resources
• School support, PTA
• One member of the team will be assigned to managing the finance of the eventFinance
• We will be using students from the school
• They will attend a few meetings for training and instructionsStaffing
• Documents will be held in the shared area of the school network
• Important documents will be held within the school administrations office
• One member of the team will be selected to organise the administraion of the eventAdministration
• The event will be held in febuary
• We will need to plan when auditions will be and when rehearsal will take placeTimescales andtargets
• We need to research that the event is staying within the law'sof the UAE
• Any acts will need to acceptable and respectable within the UAE
Legal aspects
1.2 Areas to test at feasibility stage
Now we have chosen a suitable event, we have to start researching important every aspect
that needs focus and planning to achieve our aims and objectives. The table below shoes all
the aspects we will research and complete for the talent show.

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1.3 Market research
As we have now chosen the event we can start our research. The first piece of research,
related to the Talent Show event, I completed was a survey to a selected number of
students within the secondary years of Dubai British School. The questions I asked included:
Event Questionnaire
Please couldyou take 2 minutes to ask your form the following questions, this is regarding
the talentshowwe are planningtoorganise forFebruary.Pleasetallyyourclass’s responses
for each question! Form: ________
1. Do youlike showssuchas The X-factorand Britain’sgottalent?
Yes No
2. If you attendedorparticipatedlastyear’stalentshow wouldyouagain? Orif youdidnot
wouldyouthisyear?
Yes No
3. Wouldyoube interestedif DBSheldatalentshow?
Yes No
4. Wouldyoulike toparticipatedorattend?
Participate Attend
5. If you chose participate whatact wouldyoushow?
 Singing
 Dancing
 Acting
 Comedy
 Drama
 Other(please specify)
6. How muchwouldyouspendto watcha talentshow?
 21-30 AED
 31-40 AED
 41-50 AED
7. Wouldyouask friendsandfamilytocome and buya ticket?
Yes No
8. Wouldyoulike the showto be heldona weeknightorweekend?
 Weeknight
 Weekend

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0
2
4
6
8
10
Yes No
If you attended or participated last yearwould you
again? Or if you did not would youthis year?
1.4 Results from the Questionnaire
Once we have received back the results from the questionnaire we collected the data and
sorted it overall. The graphs below show the results from 14 classes within secondary of
Dubai British School.
The results show that most students do like the popular TV shows that our event is based
around. So this shows that students will be attracted to an event that they recognise.
This chart shows that 8/14 classes would like to attend or participate this year. So it shows
that there is a demand for the event. The other classes had written on the questionnaire
‘They didn’t know about the event last year and they should advertise it more this year.
Do you like shows such as The X-factor or
Britain's got talent?
Yes
No

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Would you be interested if DBS held a show?
Yes
No
0
5
10
15
Participate Attend
Would you like to participate or attend?
This question is slightly similar but it is asking if a student would be interested if it is an
event the school held. 13 classes said yes, which again shows that the event can be popular.
As the classes cover a wide age range of students the event will reach to w wider
community.
I asked this question to see how many classes would like to either participate or attend for
an idea of how many acts there could possibly be and how many students would attend.
The classes over all decided that they would rather attend but on the questionnaire’s classes
wrote the names of students who would be interested in participating. There were more
students that chose participate then I believed there would be which is very positive as it
shows that there is a possibility of a wide variety of acts.
If you chose to participate in the Talent Show what act would you show?
 Dancing - 3
 Singing – 2
 Comedy – 1
 Gymnastics – 1
 Musical instrument – 2
 Football skills -1
This helps as it gives an idea of what Talent will be performed. The results were good as it
shows that were is a wide variety of Talent to keep the audience entertained.

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0
2
4
6
8
10
10/20 AED 21-30 AED 31-40 AED 41-50 AED
How much would you spend to
watch a talent show?
Would you ask friend's and family to come a buy a ticket?
Yes
No
0 5 10 15
Weeknight
Weekend
Would you like the show to be held on a weeknight or
weekend?
This was just an idea of how much a student classes are willing to spend on watching a
show. We believe that because we set that choice of prices low students chose the lowest
price. As we are hiring an expensive venue the tickets will be slightly more expensive. This is
valuable research as it provides an idea when evaluating costs what the limits are for
students. (NB The eventual price was way above this...you MUST explain why in later
section!)
This question was to see if anyone other than Dubai British School students will be attending
the show as then tickets are being sold to wider than the target audience and more may be
sold because of this.
This last question was to research what day would be preferable, if the show was held on a
suitable day then there would be more chance of tickets being sold as attendees are not
busy. The results show that all classes would like the show to be held on a weeknight rather

32. 32 | P a g e
than a weekend. Most response’s to ‘why?’ where that people had other commitments at
the weekend.
1.5 Interview
The second piece of research I undertook was an interview with the schools English teacher
Mrs Wright who has experiences of holding a show. I wanted to ask her suitable questions in
relation to holding a show and what are past experiences where from this style of event.
Have you held many performances in the past? What type?
Why is there no writing here??
Have you ever held a talent show or watched one or even participated?
Are there many aspects in holding a show?
Do you think it will be a popular choice for students to participate and attend?
Is there any advice you could possibly give our team for holding our Talent show?

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Weather is fantastic
right now! It’s been
a great to enjoy in
the sun!
1.6 Golf day
A third piece of primary research I under took with my team was researching another
popular event in Dubai ‘The Race to Dubai Golf World Championship’ from this we asked 30
attendees their opinions on the organisation of the event. We decided to use this as
research because we wanted to know what the positive aspects of an event in general
where for the attendees and how we can apply this to our event.
1. If this event was not free, would you have attended?
Many people answered that they would still attend if they had to pay, a majority of the
people who answered the questionnaire where golf fans and didn’t just attend because the
event was free. So from this our event will have a charge and raise money because we know
people will be willing to pay.
2. Is this a good time of year to hold this event and why?
Everyone agreed that it was because weather at this particular time in
Dubai. You couldn’t hold this event in the middle of august as it would
be too hot, but now it is the perfect temperature to enjoy being
outside. Our event will not be outside but it has been arranged to be
held at a good time of year (February) as it is the middle of school
year and just before a holiday so a late night will not be a problem. We had to
choose this particular time because we need to consider the time of year for students
because of exams and holidays.
3. What has been the main attraction for you to attend this event?
 Golf – Mostly yes
 Free - few
 Entertainment – very few
0
5
10
15
20
25
Golf Free Entertainment
What has beenthe main attractionfor youtoattendthis event?

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Newspaper
(7 days)
Co-workers
Internet
Family
General
knowlege (fans)
Costa Coffee
Shop
Radio
The people we asked where mostly attending the event due to the main attraction i.e. golf.
We were curious to see if it was because the event was free but people we asked had
travelled from many places to attend. The people attending the talent show will take
interest because they will want to see friends perform (main event).
4. How did you find out about the event?
The table shows that there was a wide variety of marketing used to raise awareness, also
from one comment we because aware that this event was popular worldwide and that it
was also recognised in the UK. For the talent show, we will be using the school newsletter,
assemblies, posters, ticket sales, website, t-shirts, fund raising and auditions. This will
ensure that people are aware of the talent show and hopefully buy tickets and attend.
5. Do you think it is well organised and why?
Our comments included; there were lots of information stalls and plenty of fully informed
staff around for help, areas where well set out and marked e.g. VIP areas. There was also
plenty of entertainment to accommodate everyone even a small children’s area.
For the talent show, we will have fully informed staff by using peers to help with
organisation they will be briefed if what jobs and roles they will responsible for and will also
be taught what type of service we expect towards the customers. We will use; signs,
breakdown of day/evening and who should be where, timing sheet of performers, and t-
shirts for event team to make sure that they show night runs smoothly.
I was visiting my
family in Dubai at
this time. But it has
also been in
conversation at my
local golf club in
England!

35. 35 | P a g e
6 .Do you think this is a good location and why?
Advantages Disadvantages
 The parking was really good and
close to the main gate for everyone.
 Jumeirah Golf estate has been very
well created.
 The location is set for directions right
next to a busy main roundabout that
holds a lot of traffic
 Can be an expensive journey
 Quite away from central Dubai
 Golf estate was not recognised by
taxi drivers as it was new and in a far
out location
It is important that we take the location into strong consideration as the talent show is
going to need to be in a well-known location so attendees are at the event on time and
there needs to be plenty of parking as many parents will be attending.

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1.7 Secondary research
As well as the Primary research I have carried out I also found some secondary research.
This included:
 Google – How to run a successful Event?
I found a great website that is for a charity that supports 3rd world countries called
‘SOS children’s villages’ Canada. It was great research because it was advice how to
hold an event that will make a great profit for charity. Three main points that I found
suitable from the information that will definitely relate to the talent show were;
Set your fund raising goal!
 Outline a realistic budget considering all costs associated with running your event, don't
forget that your event expenses do take away from your donation
Recruit help
 Look to friends, students, family and co-workers for help in planning and event execution
Event Logistics
 Event day is always comes as a challenge - good planning is your key to success
Source: http://www.soschildrensvillages.ca/child-charity/volunteer-your-time/event-
suggestions/pages/10-steps-to-a-successful-event.aspx
 The second piece of information I researched was about the very popular shows
‘Britain’s Got Talent’ and ‘The X-factor’ this was because our talent show is going to
relate to these very popular shows which our target audience may recognise.
I firstly found statistics of how popular the shows are within the UK:
‘Britain’s Got Talent made a record breaking return to ITV1 last night, now in its fourth
season, grabbed 10.6 million (44%) over 90 minutes. The launch was up 3% vs. last year’s
opener and was the third most watched TV show of 2010 so far. It peaked with a whopping
12.2m (49%).’
Source: http://tvbythenumbers.com/2010/04/18/uk-tv-ratings-record-breaking-return-for-
britain%E2%80%99s-got-talent/48928
‘The X Factor returned with a record audience of more than 11 million viewers for its first
audition show on Saturday, 21 August 2010.’
Source:http://www.guardian.co.uk/media/2010/aug/23/the-x-factor-2010-launch
From both pieces of information it shows that they are extremely popular shows with high
shares within television. So when our Target audience see’s our adverts they will relate our
show to the shows that they recognise.

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1.8 Possiblevenues for the Talent Show
For the past two weeks as a team we have viewed 3 possible venues:
 Jumeirah Baccalaureate School – JBS
 DUCTAC – Mall Of Emirates
 Greenfield Community School – GCS
On our visit we noted any aspects that need to be considered with regarding the choice of
the venue and we collected photos for future reference.
1.9 Jumeirah Baccalaureate School – JBS
The location of JBS is good as it’s easy to find being
next door to the local Dubai Zoo. The school is
currently being refurbished as the Taleem
schooling company within Dubai has brought the
school. The school at this time is very out-dated
and is especially not attractive from the outside
entrance, but there is a possibility it could be
refurbished in time for the show. But this would be
a huge risk as it would let down the atmosphere if
it is not. As JBS is a Taleemschool which is a sister
to our school DBS there is a possibility the cost of
the venue would not be an issue, which is a great
loss towards the costing of the event. At JBS we were
shown 3 possible areas to hold the event:
 Primary gymnasium/theatre stage
Within JBS this was the only section which had the facilities of a real stage, but it was
located within a gymnasium, but again very out-dated. The room was very large which could
affect the sounding of the show. There was lighting and sound available but this would need
to be tested as the facilities are not new. The venue would fit approximately 400 but they
would all be on the same level making people who sit further back a chance of not being
able to see well. There were changing rooms available but not in the most appropriate
location as they were at the back of the hall, so a route would have to be created to travel
participants from the changing facilities to behind the stage before they perform. Out of all
the venues within JBS this was the best choice.

38. 38 | P a g e
Notes taken for the primary gymnasium
Size Large, maybe to spacious and open, not so intimate
Capacity 400 +
Lighting Available but will need testing
Sound Available but will need testing
Seating Levelled side seating great for being able to view the stage. But the
other seating was on one level, people who sit towards the back may
struggle being able to watch the show. The seating also wasn’t
particularly comfortable very standard could cause discomfort after a
long time.
Changing rooms Very large, girls and boys separated create more space, away from
the stage so no backstage noise problems, nice large mirrors. But as
they are at the opposite end of the gym the participants would have
to walk around the building to get to the backstage.
Back stage facilities Very small, participants would have to line up and be silent.
Entrance Outskirts of the building are very basic and out-dated but the main
foyer for the primary building is brand new and very attractive.
Refreshments area There are possible classrooms or canteens that can be used, we
would have to supply our own refreshments to sell like a bake-sale or
hire a company.
Style Out-dated at the present, certain areas have been transformed and
are very attractive.
Price N/A
Advantages
 Great size
 Staging available
 Changing room facilities are nice and large
 Can fill a large amount of people, if seats are not sold it won’t affect the costs, it will
just reduce the profit
 Bake sale would gain more profit
 Because the location is free more money can be spent on other important factors or
decorations
Disadvantages
 Out-dated building in certain areas
 Possibility lighting and sound will need maintenance
 May not be comfortable for the audience
 Participants will have to travel a particular route to get behind the stage

39. 39 | P a g e
 Secondary gymnasium
The secondary gymnasium was twice the size
of the primary and did not include the stage,
lighting and sound. This would mean we
would have to supply certain physical
resources, which will cost a lot. As the room
was so large it could cause a problem for the
acoustics of the show, it was not the most
attractive hall and would need some
decorating to create a more intimate
atmosphere.
The seating thought was a lot more appropriate although still not comfortable. There were
raised concrete seating on one side of the gym and there was also movable seating that can
pull out to the raised. Again this room can fill 400+ attendees but the layout would have to
be designed a certain way as the whole room would not be used.
It was interesting viewing the room but it was a choice that we all agreed not to use
instantly. It did not hold enough of the facilities we needed especially when there were
other choices of venues available.

40. 40 | P a g e
 Music room
Another room we visited was the music
room. This was completely different to the
two we viewed previously; it was quite
complicated to get to the music room
especially if you had never been there
before. The room was a nice size as it would
create a nice atmosphere for the show. The
room was fitted with sound proof panels so
the acoustics would be much better. Again
the room did not have any lighting and sound
so this would need to be supplied. One
concern was the windows as they were very
large and did not have any blinds so at night
it will cause lighting problems.
Note’s for the music room
Size Nice intimate size, not to large
Capacity 200+
Lighting Not available
Sound Not available
Seating Seating was on one level, people who sit towards the back may
struggle being able to watch the show. The seating also wasn’t
particularly comfortable very standard could cause discomfort after a
long time.
Changing rooms Not any available unless classrooms were used
Back stage facilities Not any available, participants would have to sit in with the show not
the most appropriate as it would take up more seats
Entrance Outskirts of the building are very basic and out-dated but the main
foyer for the primary building is brand new and very attractive. But
it’s very complicated to find the room.
Refreshments area There are possible classrooms or canteens that can be used, we
would have to supply our own refreshments to sell like a bake-sale or
hire a company. This room would be unsuitable for the break
between the show as it’s not easy to enter and exit and the break
would have to be large so attendees can get from the refreshments
area and toilet’s for a break and then settle back to there seats.
Style Out-dated at the present, certain areas have been transformed and
are very attractive.
Price N/A

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1.10 Greenfield Community School – GCS
 The auditorium
Compared to the JBS School this
auditorium was much nicer. The school is
brand new so the grounds and facilities
are much more modern. I felt really
positive about this venue because of many
aspects. It was nice that the room was
created to be an auditorium and not also a
gym so the design of the room was much
simpler. The auditorium was a great size
and the layout is perfect for a show with
the lighting available and the studio room
above to see down to the show.
The seating was great as there was a
2nd level of seating on the 1st floor but
this may not be needed as there were
also 4 lots of pull out seating on the
ground floor which was surprisingly
comfortable and we were told that we
could also add additional chairs. There
were 248 seats that pull out and there
was plenty of room for more.
This image shows the seating which is used
for school occasions, it’s very similar to the
seating in JBS but more suitable.

42. 42 | P a g e
Notes from GCS
Size Nice intimate size, great for performances as it is an auditorium
Capacity 200-300 +
Lighting Available will need testing as it may not have been used before
Sound Available will need testing as it may not have been used before
Seating Loads of seating available on levels, simple but comfortable.
Changing rooms Not any available unless classrooms were used, there was a room at
the back of the auditorium but it was still being renovated
Back stage facilities Not any available unless classrooms were used, there was a room at
the back of the auditorium but it was still being renovated
Entrance The outskirts of the building and very minimalistic and modern which
then continues throughout the new school.
Refreshments area There was a great canteen that can be used, we would have to supply
our own refreshments to sell like a bake-sale or hire a company. This
room would be suitable for the break between the show as it’s right
next door to the auditorium making it easy to enter and exit at the
break.
A cake sale would be great as we will raise additional profits from
selling our own supply; we know that they are a success from past
experiences. Examples of what we could sell included:
 Popcorn bags
 Cakes
 Cookies
 Crisp’s
 Cold drinks
 Hot drinks
 Sweets
 Ect, we would have to research popular food and beverage’s
at shows.
The image above shows the large canteen room that could be used.
Style Very modern, brand new.
Price N/A
An additional aspect to consider where that we would have to attract a map to the ticket as
it’s not easy to find within Green Community.

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1.11 DUCTAC – Mall of the Emirates
 The theatre
This DUCTAC was what was used last year for the
Talent show but they used the smaller capacity
theatre. This year we are considering the larger
theatre. It is a very popular venue within Dubai for
holding productions as it is a very professional
location.
This is without a doubt the best venue to choose as it
is a theatre with all the facilities needed for a show.
With this venue there are no disadvantages with the
facilities or style and there will be no extra work for
us as a team. The major problem is the cost of hiring.
Per day this venue is 25,000 AED. This would mean
we would need to sell out all the seats for 50 AED
each, I believe this is a huge risk as we cannot afford
a loss. Also as it costs every time to use the venue we
will only have one chance in the morning of running
through the show actually on the stage with lighting
and sound as we cannot afford to use the venue just
for a rehearsal.
If we used this venue we will make very little profit as it’s expensive to use and there will
only be a small amount made for charity.
Advantages:
 Great venue
 Professional
 Easy to use
 Large
Disadvantages:
 Deposit cost
 No money made for charity
 Very little profit
 Risk that we cannot fail

44. 44 | P a g e
1.12 The final decision
After many viewings, meetings and discussions about the venue as a team we have decided
that we will be using the DUCTAC Theatre Mall of the Emirates. 15,000 AED is the cost of the
venue from 4pm – 10pm the financial cost of the venue is more than we had wanted but we
are currently negotiating with the theatre as it will be a charity event. This price included:
· Full front of house support: 1 Duty Manager, 1 Front of house Manager and 4 ushers
· Usage of In house sound and light equipment
· Standard technical set up (light/sound/stage)
· Podium
· Standard Technical operation
· Dressing rooms (up to 5 maximum)
We have chosen this venue as we believed that it was more appropriate than using a school
facility. The location was suitable and is well known to everyone. The venue itself has
everything we need for facilities, and is very professional. As we discussed our plan with
Kristine Ruiz it was decided that the show will be held on 8th February 2011 which is a
weeknight. We can have a maximum of 5 banners for the sponsors and the venue can hold
543 seats. Our communication with Kristine is through emails and meetings at the theatre.
Bellow the first image shows the new larger theatre (Centerpoint) we will be using this year
because of the large demand the other image shows the size of the smaller theatre that
used in the previous year (Kilachand).
Centerpoint Theatre Kilachand Theatre
http://www.ductac.org/venueinfo.html

45. 45 | P a g e
This image shows the seating arrangements for the theatre we will be using. We will need to
decide specific seating for the VIP members of the audience and seating for the judging
panel. The ground level seats over 300 while the gallery level seats over 150. We aim to sell
tickets for the whole of the ground level.
1.13 Name and logo
Once we had chosen the suitable venue as a class we decided that the show needed an eye-
catching name and logo. The show held last year was named ‘DBS has got talent!’ as the
name related to the very popular TV show ‘Britain’s Got Talent’
As a group we had decided that this year the name will change to ‘THE DBS FACTOR’ after
the other popular TV talent show ‘The X Factor’ we are using this as it will really catch the
attention of students because of the popularity of the TV show. We are also going to use the
serious effect that ‘The X factor’ uses questioning students; ‘Have you got the DBS factor!?’
And our judges will be chosen in similarity to the famous; Louis Walsh, Simon Cowell, Danni
Minogue and Cheryl Cole from the TV show.
The image shows the logo that we had created as a
team which will be used for promoting the talent show,
the will be used on; posters, tickets, presentations etc.

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2.0 Marketing
‘a business function that creates value by stimulating, facilitating and fulfilling customer
demand. It does this by building brands, nurturing innovation, developing relationships,,
creating good customer service and communicating benefits. With a customer-centric view,
marketing brings positive return on investment, satisfies shareholders and stakeholders from
business and the community and contributes to positive behavioural change and a
sustainable business future’
(CIM 2006) Marketing Uncovered – Andi Robertson
The quote above is a 30 year old revised definition of marketing by The Chartered Institute
of Marketing which has acknowledged the changing times.
Good marketing outcomes:
2.1 Why is marketing used?
Marketing is the best tool used for a business to attract customers to your brand image for
some of the most effective world-wide campaigns the skills used can be a life time to
master. All business, organisations, companies, events etc. use a wide variety of advertising
to attract the target customer. The success of an event can depend significantly on the
quality of marketing used.
Unlike large companies that use expensive large national or international events or media
including television adverts, our marketing will be at a much lower scale. We are not looking
to attract anyone outside of the school community. As this is an event that will be raising
money for charity with the sale of tickets it will be crucial to use specific advertising.
Effective communication
Satisfied customers
Profit

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2.2 How will we market the talent show to relate to the aims and objectives?
When creating the marketing for the talent show event it is important to follow a marketing
plan this will include:
 The aims and objectives
 A swot analysis of the event team
 A PESTLE analysis of the external factors
 Identification of customer needs
 A marketing mix of the 4p’s: Price, Place, Product, Promotion.
 Marketing communications proposals
For the talent show event we will be using marketing to attract students of the school
community in many different ways; an assembly will be used to raise awareness of the show
and to attract students to participate and following this presentation we advertising used
can be channelled in many different ways: poster, emails, letters, assembly’s.
At the beginning of researching the organising an event unit when we had chosen which
event we will hold (Talent show) as a class we prepared a questionnaire which was handed
out to every form class and was used to receive feedback from our target customers. From
this we can begin to recognise the needs and wants for the customers at the event this can
then be used to create specific marketing campaigns to attract the customers to the event.
For example we knew that there would be a demand for the show as 8/14 classes agreed
that they would either participate in the event.
When creating an effective marketing plan we need to take into consideration and
remember what our aims to ensure that we meet them when staging the event. These can
be used in relation to raising the attention towards the talent show, our aims are:
 To provide funds for charity
 To provide a popular leisure event for students, parents and staff
 To ensure smooth running, efficient leisure event
 To provide a highly successful leisure event that builds on last year’s success
We need to be sure that are advertising specifically raises awareness that the show is a
charity event as it is likely that students will purchase tickets for the enjoyment of the show
and to support the Dubai Autism Centre. Are popular leisure event is the talent show as we
know there was a demand for the show from the previous year and the popularity for it
again.
To create a positive marketing campaign we first need to research the SWOT and PESTLE
analysis so we are aware of the internal and external factors which may affect the event
plan.

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2.3 SWOT (SWPC)
A SWOT is a tool for assessing and evaluating the internal factors that may affect the event
planning. It is an acronym; Strengths, Weaknesses, Opportunities and Threats but for our
event we need to consider; Strengths, Weaknesses, Preferences, Constraints (SWPC).
When conducting a SWOT/SWPC analysis it is good to look at all aspects to make sure the
business has enough strength against weaknesses. Ways to create a specific SWOT/SWPC
analysis would be:
 Be honest
 Be objective
 Use marketing research where available
 Decided what situation is to be analysed
 Decided on the perspective for the analysis
 Think laterally around the situation
 Try not to be subjective, biased or too flattering
 Use the ‘So what?’ question to critically analyse SWOT’s
The table below shows the SWPC analysis we had created as a team relating to our event.
We discussed who is good/bad at doing what and why, who has contacts etc. Who has
preferences for doing certain jobs; what are the constraints e.g. time, money etc. and any
other aspects that relate to our own event.
Strengths
 Good communication –emailingsystem,
technology(phones,internetnetworks)
meetings.
 Experience of runningevents
 Venue –3 choices
 Enthusiasmof staff andstudents
 Great teamwork froma positive past
 HayleyandKatie have greatcontacts for
sponsors
 The showhas alreadybeenheld
previously,sowe have gainedvaluable
informationregardingstrengthsand
weaknessesof atalentshowand we can
improve onthem.Alsothe studentsare
alreadyattracted
 The charity isverysupportive towards
the eventandattracts studentstowant
to participate.
 Great teamin the yearbelowtoworkas
staff to supportthe eventonthe night
 The venue isreadyfor the nightwith
adequate professionalfacilities
Weaknesses
 Offsite venue
 Practice/auditions –Onlywill be able to
hold1 auditionatthe venue before the
show
 Only6 teammembers –heavyjob
allocation
 Sohaibmissingmeetings
 Needmore interestfromsponsorsso
lessof the moneyinthe account will be
spent
 From researchof lastyear’seventit
showsthat theydidnotmarketthe
eventenoughandwe needtomake sure
we do more to attract our target market
and large enoughaudience tofill the
largertheatre
 Ensure that we meetdeadlines,making
sure we are on topof emails

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Preferences
See abovejob roles/allocation
Jobroleshave beengiventosuitable team
membersrelatingtoskills
Constraints
 Payingfora large venue –deposit
 Limitedsponsors
 Limitedtime forfundraiserstobe held
and time consumingontopof organising
the event.
 Making sure we will all 543 seats
comparedto the previousyearselling
180 it’sa large difference
2.4 PESTLE ANALYSIS
PESTLE stands for: Political, economic, technological, legal and environmental. These are the
external factors which are identified which can affect the event.
Below the table shows the example effects of each individual character of the PESTLE
analysis with a link to how this could affect the talent show event.
PESTLE Example Effects How can this effect the talent show event?
Political  Changesin
Government
 PolicyChanges
 InterestRates
Thiswouldbe because of political pressure and
enforcementfromcentral,regional andlocal
government.Aswe are inthe UnitedArab
Emirateswe needtobe sure thatwe are
followingthe appropriate lawsandlegislationof
the governmentof Dubai.
Economic  Minimumwage
 Redundancies
 Spendingamount
 The sellingof luxury
productsdecreases
whenthe economy
isdeclining
The economyaffectswhatpeople sendandhow
much theyspend.
If theyeconomyisdecliningthenstudentsand
parentsmay notbe willingtopurchase a ticket
whichwill decrease the saleswhichthen asa
teamwe wouldhave to marketwaysto work
aroundthe economicsituationtoattract
customers;lowerprices,saving deals.
Social  Publicattitudes
 Behaviour
 Leisure time
 Sport
 Fashion
As the time passesthe currenttimesare rapidly
changinginmany ways.
For the talentshow eventwe have toconsider
factors whichinclude leisuretime,fromthe
questionnaire resultstothe classesitwas100%
statedthat the show shouldbe heldona
weeknightratherthana weekendasitis
possible thatfewerstudentswill purchase a
ticketif itis withintheirweekendleisure time.
Alsoolderstudent’sattitudestowardsschool
eventsdecrease sowe needtobe sure to aimto
eventspecificallytoall ages.

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Technological  Digitallybased
technologies,and
the development of
newand enhanced
techproducts.
 Impact of the
internet
 Telecommunications
 Satellite andcable
 Equipment
Because of the speedtechnologyisexpanding
now many companieshave hadtoadapt quick
to keepattractingcustomers.
For the talentshow eventwe will be using
technologyinmanyways:
 documentswill be producedon
computers
 We will create asocial networkingpage
on Facebookasa grouppage to attract
studentstojoin
 We will create anemail accountto
increase ourcommunicationwithoutof
school stakeholders
Legal  Changesin
legislation
 Currencychanges
 Insurance increase
The governmentisannuallychanginglegislation
and adaptingitand alsointroducingnew
legislationandmanymayhave directimpacton
a business.
As thisisa one off eventwe will notbe effectby
future changesinlegislationbutwe maybe
effectedbythe present.
Environmental  Waste management
 Save trees
 Greenissues
The worldis becomingmore aware of the
economicactivityonthe environment.
Businessesneedtoincorporate ethical
considerations.
As a teamwe will have totake into
considerationthe environmentintermsof
amountof paperused, packaging,waste used
etc.
Withinthe school there are paperrecyclingbins
whichwe can use to dispose of paperwaste.
Future legislationcouldbe introducedto
supportthe environment.
2.5 Characteristics of the product
‘The DBS Factor’ is a school event which will be raising money for charity. It is a talent show
which means there will be a wide variety of acts; singers, dancers, actors and musicians. The
theme of the show has been based around the popular British TV programme ‘The X Factor’
the show consists of auditions and acts competing to become as singer, but in our shows we
are introducing a variety of acts. These acts will be a selection of students in the secondary
years of school year 7 – 13 and a range of teacher acts. It is going to be a talent show as
there is already a school production team organising a theatre show performance. Also
there is a demand for the show as it has been held previously and been very popular.

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2.6 Target market
We will be aiming this shows towards the students within the secondary years as this is a
school event this includes the acts and the audience. We chose these years as students at
this age have developed a stronger personality and performing skills which is a key factor for
the acts. The students in these years are also more independent and responsible which
means they will be more understanding towards the production of the talent show and the
attraction towards attending.
When we carried out a questionnaire to the form
classes of the students there was a strong result
that students would like to attend or participate.
This shows that there is a demand for a school show
event.
We also chose this age range as young people socially enjoy watching their favourite
artists/actors on TV or in read about them in magazines. Many will also find the show very
entertaining as they get to watch their favourite ‘student artists’ perform.
2.7 Market segmentation
Market segmentation is where the market is divided into categories of customers that have
common characteristics.
The orange above is used to illustrate the segments like on an orange and how they break
into pieces. A business would use this method so that each group can be treated separately
and the business can develop a product to meet the needs of each group. It also shows
which segments are performing well and which ones need to be improved. It also helps
make decisions on which segments are most profitable towards the product and which
segments should be ignored. These are the groups it is broken down into;
 Age
 Income
 Gender
 Interests
 Culture

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We use market segmentation to look closer into the customer’s and the businesses needs
and wants.
Age – This is important as there are age groups for certain ages of people and they all have
different needs and wants. For our product the age group will be between 12-18 as it is
being promoted towards the older children within the school (secondary years)
Income- This part of the segmentation is very important for looking at the money situation
with different people and what is right for the customer and for the business to make
money as well as keeping the customer happy. For the talent show the cost of the ticket will
be low compared to professional stage performances. Many students will not be earning
money as may have their ticket paid for by parents; we want the tickets to be affordable for
all students so they have the opportunity to purchase them.
Gender – Is a part of it as the product could be separated by this or it could be a unisex
product but if you know what gender you are aiming for it helps other sections of the
business to design and create the product. As I have stated the talent shows will be aimed
towards school students which means it will be a unisex product to suit both genders this
means that the acts will also have to be unisex to attract both gender customers.
Interests- Market segmentation looks at this as we want to know what the customer likes.
So for the talent show we want to know what the customers interests are that relate to;
what TV shows do they enjoy? Who are there favourite performing artists? Do they attend
concerts or theatre shows? This will help with understanding the target customer’s personal
interests and can also help with the advertising.
Culture- This is very important especially in the country out school is located as we are in
the United Arab Emirates which is a Muslim country. Every individual is different depending
on, religion, language etc. The world today is trying to make each country comfortable for
other countries by introducing the culture to each other. For example Dubai has changed as
it has become more westernised a popular example is that there are many British schools
within Dubai including our own. For the product we need to take into account customers
within out school which many follow the Muslim religion and may have a language barrier.
This will be taken into consideration when choosing suitable acts as we want them to be
culturally aware of the Muslim ways.
Market segmentation is also used to show the business how well it doing and if it is
succeeding, and if it’s not it shows what sections need improvement to increase profitability
and brand loyalty, business would do this by looking back at their sales and all the research
done to create the final plan of the product to then try to succeed in the products sales.
There are advantages and disadvantages of market segmentation, being that the

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advantages are that a business can research deeper and more precisely on the target aims
towards the business using the segmentation, because it helps to research many different
types of people and customers suitable for the product. The disadvantages would be that
the business needs a definite idea of who the main target customers are before researching
and basing the product around the type of customers because if it’s wrong then the product
may not be suitable for the market. Market segmentation has a positive effect as at the
beginning it is used a lot for making decisions and researching. The advantages of market
segmentation would be that it offers help to the business to look deeper into the market
and break it right down to find what the product needs to do to succeed and what the
market really wants from the product.
2.8 What is the marketing mix?
The marketing mix is an expression that is used by businesses and persons related to
marketing activities. It looks at the combination of the main variables that make up the
strategy and the plan of the business. The four main variables are the 4’ps, Product, Price,
Place and promotion these are used and considered when a new product is being launched
onto the market. They help as they can be developed to achieve the certain businesses aims
and objectives. They influence the needs and wants of customers as they are related to
primary and secondary research and are managed to create a positive increase in sales as
they are created to attract the objective customer.
 Product
When a business is referring to the “product” they are talking about their product in detail
which can be new to the market such as: Physical goods like iPod or a service like The Dubai
World championships Golf for the customers. Product is the most important as it shows
what the business is offering in detail, it identifies what is going to be sold and what effects
will it have to make a profit. You need the product before price, place and promotion as you
can look at those variables until you know what your product is what it will offer and what is
it targeting. The product is what the marketing mix relies on as it is the main core of the
business and everything after is promoting the product, selling it, advertising it and it soon
branches off to create a healthy well-kept business and popular product. Once you have
chosen your product you can then, chose who your target audience will be, you can chose
the characteristics of the product, you can pick a method of promotion and what is best to
attract the target market, it can expand the product though all of these points and more.
The product includes the characteristics of the product which we identified (2.5) Are plan
for our product was to create an event, the event we have chosen to create is a talent show
‘The DBS Factor’ which consists of the customer purchasing tickets to attend the event.
The talent show is going to be unique compared to the previous year’s shows as we aim to
increase the sales as we are going to hire the larger venue. The aimis to produce an

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entertaining show for the audience with a variety of acts from the secondary years. To
attract the student acts to preform we have offered prizes for 1st 2nd and 3rd prize for the
students to compete for which includes; a yacht day, mall shopping vouchers and vouchers
for dance classes. The acts will be judged by 4 teachers within the school 2 males, 2 females
again relating to the style of ‘The X Factor’ with the popular Simon, Danni, Cheryl and Louis.
‘The DBS Factor’ name was chosen as we have taken a spin on the popular British TV show
from this we hope students will link the entertainment offered from the show with what we
aim to achieve from holding the show.
The image shows the brand logo we will be using for
the talent show. This will be used on all forms of
advertising; assemblies, posters, letters, emails etc.
This was designed to create recognition of students
when they receive a form of advertising.
As one of our aims is to provide a popular leisure event for students, parents and teachers,
the talent show will consist of 10 student acts across all years and 2 teacher acts to offer the
variety. This means we will also be aiming to reach a wide target of the secondary school
community.
 Price
According to the findings from my class questionnaire
research in 1.4 we asked students how much they
would be willing to pay for a ticket to watch the show
the highest rating for the price was 10-20 AED which is
relatively low for covering the costs of the theatre. The
second highest was 21-30 AED which is more
reasonable.
When deciding on a price it is important to consider all the costs to create the event, for the
talent show this will include:
 Printing costs for the tickets – 800 AED
 Mall voucher for 2nd prize – 1000 AED
 Venue hire – 12,000 AED
 Utilities A/C and electricity – Included in the venue
 Staff – The staff will be voluntary as they are students from the school
 Events uniform – Students will be asked to wear their own black school trousers and
a black t-shirt
 Teams t-shirt – We are considering purchasing printed t-shirts which cost 900 AED

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Overall the predicted costs are 15,000 AED (12,000 Theatre, 1,000 Prize, 1,500 tickets, 500
additional) which means the costs of the tickets need to cover these costs as well as making
a profit to raise money for charity.
We need to decide on what types of pricing I will be use. I have researched 5 different types
of pricing and have chosen the suitable option below for the talent show. The pricing
strategies I need to consider are; to attract an existing market as the talent show was
previously held in the year with its existing or expanding range of customers, and to make
sure all its costs are covered and a particular profit is earned. I need to do this to make sure
that I am not making a loss when the product is first sold.
Cost-plus pricing
For the pricing of the talent show we will be using cost-plus pricing, this involves:
 Involves estimating how many of the products will be produced then, calculating the
total cost of producing the output and finally adding a percentage mark-up for profit.
 This will cover the cost of the product and make an additional amount of profit for
the business.
 The costs of running the show are approximately 14,700 AED we are selling the
tickets at 40 AED which means selling just under 370 tickets to break-even. We were
previously going to sell the tickets for 30 AED which was the same price as the
previous year but as we are aiming to use the larger venue the costs of resources are
higher.
We believe we can sell 350 tickets as 200 had been sold in the previous year. If we sold
the tickets for a lower price we would have had to tell more tickets and we wouldn’t
have been able to make a profit.
Despite the primary research suggesting that students did not want to pay higher than 30
AED we decided that as this is a charity event as a team we felt that students would be
willing to pay more for a ticket as the profit will be raised for charity. We have decided to
price the tickets at 40 AED this is a risk as the market research stated that no students
would be willing to pay this price but if the cost for the ticket was at a low price it would
only cover the resources costs and no profit will be made for charity.
The chart below shows that our break-even point to cover the cost of 15,000 is by selling
375 tickets.

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15,000 / 40 = 375
 Place
This was an important factor was it was involved with deciding for a suitable venue for the
talent show event. Within 1.0 of the market research of this section we visited three
different locations to hold the talent show. We could not hold the school show within our
school as we do not have the appropriate facilities in school to support this type of event.
From this our overall choice was to use the DUCTAC Mall of the emirates which will cost
12,000 AED. Reasons included were that it is a professional stage, the previous talent show
had used the theatre and the location was easy to access as it is located in the popular
Emirates Mall Dubai.
Place also relates with the location of selling tickets. It is important to have the tickets sold
in a suitable place as this is where the customers will be purchasing the product and this is
where it will attract them. When selling the tickets the decision on place was easily decided
as this event is only within the school community we can only sell tickets within school. As a
team we discussed what we believed would be most suitable place for selling the tickets the
library, letters of purchasing, selling tickets at break time on the playground or the
reception.
 The library – this would be suitable as ticket sales for school productions are always
purchased within the school library. The library is open all day and librarians are
always available and all students know where the library is located. Also the

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librarians will keep a record of the amount of tickets sold and a daily count of the
cash which will then be cashed away in the accounts folder in the school office. The
one negative factor could be that for parents purchasing tickets they may assume
that the tickets are being sold at reception.
 Selling tickets at break time around the school – this would involve us as a team
walking around the school at break and lunch time targeting students to purchase
tickets. This would be very time consuming for us as a team and might not be
effective as students are busy at their brick times. Also this prevents students from
purchasing tickets as if they cannot find one of the students in our team they may
not make the effort the find one of us.
 Reception – The reception would be the same as a student purchasing a ticket at the
library but just in a different location. They can purchase tickets at any point in the
day and all students know where it is located. The only problem may be that the
reception staff are often very busy throughout the day with other jobs and are not
always available at the desk.
 Letters of purchasing – For this we would have to produce as letter for all secondary
students to take home. The positive effect of this is that students will have their own
document with all the details about the show (this doubles up as an information
leaflet) which can be taken home to parents. This may remind students that they
wish to purchase the tickets. The problem may be that students may ignore the
letter and put it to waste if they are uninterested.
For ‘The DBS factor’ we will be selling tickets in 2 ways within the school the first we will use
the library as we feel this is the most convenient place for students to purchase tickets
compared to the reception. If ticket sales are low or slow the second place to sell tickets will
be in form registers with the use of letters of purchasing, we fell this will have a positive
effect as it will remind students to buy tickets for the show.
Below is a copy of the letter of purchasing we will use for the ticket sales and the ticket
purchasing form which will be placed in the library.

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 Promotion
Below are many types of promotional ideas for a business, I will research the different types
then decide on which will be best for “The DBS Factor” This is really important as we don’t
want the product failing as there is only once chance to get this right as this is a one off
event.
Promotion is created to communicate a message about the event so that customers will
want to come to the event. Below are the different types of promotion that can be used
with their advantages and disadvantages.
What are the different types of marketing?
Advertising
This is space paid for in either time or publication. So time would be television or radio
adverts and publication is posters, newspaper adverts, point of sale material etc. These
attractions usually persuade customers to want to buy a product or a service as it is usually
eye-catching and informative. Advertising can range from national television adverts to small
classified adverts in local newspapers. The difference being the cost a television adverts
reaches into thousands of pound’s but a small local advert could just be under the hundreds.
Advertising reaches into the media channel so adverts attract people every day in different
types:

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 Newspapers
Across the world there are thousands of types of newspapers printed every day. A very
popular newspaper within Dubai is the ‘7 Days’ which is delivered for free to every house,
school and business building. So from advertising in this newspaper it will be on a huge scale.
In this newspaper the 1st February 2011 there were 21 adverts which were nearly an advert
a page ranging from all different leisure services or products. National press is much cheaper
than any other form of mass media, like television. But large national audiences can still be
reached just though an effective paper advert. The advantages for a business/company using
a newspaper for its advert are that the newspaper company can be flexible as the advert can
be placed and changed very quickly and easily. It is also a visual effect so companies can use
really eye catching effects. So people can see what is being read or talked about unlike radio
where you have to imagine it. Another is that people like to cut out adverts before disposing
of a newspaper so they can keep the advert they are interested in. Like anything it has
disadvantages but only that it is a static image, the image cannot show the product or
service working like a television can. The television will give a greater colour impact then a
black and white newspaper.
Like newspapers magazines have the same effect with adverts, magazines tend to have a
stronger colour effect but newspapers tend to save the colour just for the adverts and
images.
 Television
This is the most expensive type of advertising, because it uses time and audience an extreme
amount of viewers especially on the main entertainment channels. The reason businesses
use television is because the audience can see the product being used and working and this
creates a huge advantage towards television advertising and is why it is the most expensive
because of there being a huge demand from companies for it. In addition to the audience
being able to visualise the product the effect of the music, dialogue, personalities, special
effects and animation also can create huge impact on the audience as it is captivating and
attractive. The disadvantage being that the exposure is very short between 10-60 seconds,
which is very limited for companies because of the demand, which is why there is
competition with adverts on their input into the creation. Which unfortunate for the
companies the information included on an advert could be very limited because of the time.
Also viewers use the break and advertising slots to change the channel or use the time walk
away from the television. For leisure providers advertising through television is very
expensive and in some cases to expensive. Smaller privately owned or council-owned leisure
providers cannot afford any form of television advertising and keep it to a minimum.

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 Radio
Another type of promotion is the use of radio advertising this could be local or national
stations. It can be expensive but it’s much cheaper than television. Its advantage is the use
of sound effects, music and dialogue but its disadvantage is that there is no visual or printed
image. This type of message relies on only the effect of the sound used. This could be a
drawback from listeners only using sound as there is not visual image. But a good effect is
that it reaches out to a wide audience. Radio advertising is often used as it’s so affective for
promoting products and local events which can also relate to live radio coverage at a local
event.
 Internet
The internet has seen a rapid increase and many leisure organisations have related there
business to websites or advertising online. The internet creates many advantages for a
company as it means they can advertise large amount of information on their personal
website for customers to browse through. Another advantage of the interment is online
shopping and booking events websites, many of the top attraction organisations provide
easy quick online purchases of tickets to make sure they are guaranteed entry to the
attraction on a chosen date and many leisure organisations have personal shopping websites
especially clothing stores. The internet is not without disadvantages though especially when
it comes to advertising banners and pop-ups because online users can block this type of
media accessing there browser and when websites send junk emails to recently used
customers any of these are ignoring in information.
 Point of sale material
This type of marketing refers to the place that people buy a product like a reservation desk,
store counter or a leisure centre reception desk. Advertising at this point is effective and has
an advantage as it targets customers who are interested in the products. The normal types
of marketing are materials like displays, posters, leaflets and broachers. An example of a
point of sale promotion could be one used in a theme park entrance to inform customers of
promotions that day and services available by using one of the types of listed marketing
materials.
 Posters
These are the oldest type of advertising and are still used across the world with many leisure
organisations. Posters are affective as they can be used everywhere because they are just

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placed up against a wall, board, bus etc. Normal professional posters are usually displayed in
bush shelters, billboards or public transport is used like the sides of busses and taxis. But the
effectiveness depends on the location of the poster. An example of this is posters are placed
in London in the underground where thousands of people will see them daily by a larger
audience on their travels. But a poster outside an attraction like a cinema will have a limited
audience as it is out of the way inside building and only cinema visitors would see this.
 Brochures and leaflets
These two types of marketing are very similar because they offer a wide amount of
information. The difference is that broachers are much more formal and bulky. The
advantage is that a wide amount of all the information needed can be included for people
interested in the leisure. The disadvantage is that if there is too much information this could
complicate the customer and be very time consuming for them, but this came be effective if
the information is laid out well. The leaflets have a similar advantage but only give the most
important information of the leisure activity. They are also only on one A4 double sided or
smaller rather than a book type formats like a brochure. With the use of computers now and
graphic designers and the use of desktop publishing software this type of marketing is much
easier to create.
Promotions and marketing that will be used towards ‘The DBS Factor’
As this is a school event the promotion and advertising will be very minimal. This will include
posters, assembly presentations, notices in registers, website page, emails etc. We will not
be using advertising out of school: newspapers and television as this show is only aimed
towards the community of Dubai British School. The costing of our advertising will also be
very low or there will be no cost as we will be using the schools resources; posters (paper
and printer)
On the following pages I have shown all the different types of promotional activity we have
included increasing the awareness of ‘The DBS Factor’
Posters
For the week upcoming to ‘The DBS Factor’
Assembly we had decided to use poster around the
school to attract students to the show name. From
this students will begin to recognise the snow
name. This was placed around the school at the
same time as the popular UK show ‘The X Factor’

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so students recognised the connection and were attracted to the comparison.
In the weeks of the ticket sales we put up new
posters to remind students that tickets are now
available to purchase.
The next type of poster we have used to attract students
was a line-up of the acts in the show to increase the
awareness of who will be performing. These were placed
within class rooms and around school corridors.
Assembly 1
On Monday 1st and 3rd of October we held the
presentation in the school assembly to the lower
and higher secondary students.
From this we wanted to catch the attraction to the
show and create an awareness of the event that
will be coming in the following months.
The image shows how the video was presented to
the students.

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There were 14 slides in total we used very little words in the presentation with just the key
points for students to remember of how to apply for auditioning for our show. We used two
videos to entertain the students, these were taken from YouTube a video from the British
TV shows ‘The X Factor’ and ‘Britain’s got talent’ One was a video of an audition we did not
find suitable for the show and the other was a video of an act that really caught attention of
the students because of the creativity.
T-shirts
For the show we will have t-shirts printed which as a team we will wear in the coming weeks
up to the event and the staff of the show will wear on the show night. These will be used as
they are eye-catching to potential customers. As a team we feel these are suitable as they
will increase the brand image and will look great as a uniform for staff on the night of the
show. The theme of the t-shirt has been designed to look like a concert t-shirt with logo of
the show on the front and the acts names on the back. For 10 t-shirts the cost of this will be
900 AED which will be taken from the event account.
Below are the design plans for the t-shirts which will be created:

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The front will have an image of the talent show logo and the back will have all the final
chosen acts names (where NAME is stated on the image) on the back with sponsor’s logos.
Dubai British School website
Another way we have advertised is by using
the school website. Our school administrator
created the talent show its own information
page as many potential customers visit this
website everyday as the students around the
school use the computer facilities. This is the
main internet home page for all computers
within the school so the logo will be very eye
catching. Once students click on the logo they
are taken to a page which informs them of
the show.
‘DBS Factor’ Facebook fan page
The image below shows ‘The DBS Factor’ on its new Facebook page this is a very popular
social networking site especially for students within the school. This is a free way of
advertising and there are more than 400 million active users in 2010. The page will be open
to the public to join, comment and view. For ‘The DBS Factor’ this is a great way for
customers to engage with an event. As this is a school event we will only be inviting
students within the school to join the page.
We created a ‘Group Page’ which students can connect to. This has been really useful as we
can: (sort this bit out)
Post important updates
Upload video’s/images
Students can post questions about the show

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Advantages of this page is that it is very easy to use, it cuts costs of creating a website and if
open to everyone. Disadvantages are that it does not have a personal design effect as the
layout is the standard Facebook design, it also could be that not all customers do not have
Facebook especially parents wanting to watch the show.
Tickets
When customers purchase tickets to see the show they will expect to receive something
which is attractive and informative. The tickets we have created were designed within
school as a team and we decided to have the tickets printed at a printing company as
printing them within school would be very time consuming and may be less professional.
The designed included ‘The DBS Factor’ logo on one side and information on the back
including: the date and time, a map of the
location and sponsor logos.
When we visited the printing company the
larger ticket size we wished to purchase was
out of our price range as it was 4 AED per
ticket printed which would have cost 1600
AED for 400 tickets. So we decided to have
the smaller tickets printed which were the
size of a business card which also seemed

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more suitable as they are small enough for customers to keep within a purse and would only
cost 800 AED overall.
Below are images of ticket design and the difference in size between our choices (not to
scale)
Unfortunately the first batch of printing was
incorrect as the date was not right which
meant having to pay for a second print.
Luckily Katie negotiated with the manager to
have the second batch printed at half the
price as it was there printing confusion. Over
all the cost of the tickets was 1200 AED.
Assembly 2
Within the last two weeks before the event
we decided to create a second assembly to try to, attract people to the attention to the
show as we needed to sell more tickets. In the assembly we wanted to include recognition
of the chosen charity, what students and teachers are involved and the information about
purchasing tickets. For this assembly it was crucial that it runs smoothly and specifically
increases awareness to attract students to purchase tickets. The last presentation was
created using power point but this caused some streaming of video problems and did not
run as smooth. This time we used windows movie maker as we will be including a lot of
video clips.
For this we used AIDA which means:
A – Create awareness
I – getting people interested
D – Creating desire (to attend the event)
A - Encouraging action (students to purchase tickets)
We captured the students attention first by increasing the awareness
of who the event was supporting this involved playing a ‘Dubai Autism
Centre’ commercial and talking about the importance of supporting

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the charity.
We then followed on to ensure that we involved humour within the presentation to
increase the interest and desire to attended the event as we want students to recognise
that the show will be entertaining this was created by:
 Including a clip of a popular entertaining student rapping
 Interviews of the acts
 humorous images of the teachers
The teacher band The interviews of the acts
Below are images of our team presenting the assembly:
We were very pleased with the outcome of our assembly as it did increase the awareness,
throughout the day students were asking about the show and purchasing tickets and
teachers commented ‘It was the best assembly of the year!’
Email’s/Letters to parents
It was also important to increase the awareness to the parents of students as most of the
above advertising will not apply to parents. We decided that it would be suitable to send a
school email to all the secondary parents as it is likely that they will read a message from the

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school. We produced a letter which then the school administrator emailed to all of the
parents within students in the secondary years to inform them of the show.
Dear Parents,
The Applied A-level Team here at DBS is proud to announce the second annual DBS talent competition. The
date of the show will be Tuesday 8th February and once again the event will take place at DUCTAC, Mall of
the Emirates. The doors will open at 6.30pm, with the show starting at 7.00pm and finishing at 9.00pm.
This year we are pleased to announce that the charity we are raising money for is The Dubai Autism Centre.
Students have been auditioning for the event over the last 2 months and we have chosen the 10 acts that
will perform on the evening, ranging from dancing, acting, singing, and bands. In addition there will be two
staff ‘Acts’ for you to ‘enjoy’.
Last year’s event sold out within a week and we are sure that this year will be the same. Tickets go on sale
on Sunday 16th and will be available to purchase in the school library. (40AED)
There will be several prizes for the contestants, including a day on a yacht, vouchers for the Mall of the
Emirates and for Turning Pointe studio.
We would like to thank our sponsors, Turning Pointe, Art Marine and the Dubai Autism Centre, all of which
will be present on the night, along with the Dubai press and other ‘Special Guests’!
This was without doubt one of the best events of the year in 2010 and this year we think it will be bigger and
better. It would be great if you could support the school, the staff and the students by purchasing tickets.
Best wishes, see you on the 8th!
The Applied Team
Also a month before the show we decided we should hand out printed letters which also
included the line-up of student acts, to students to take home to parents. From this the
students are again being informed of the event and it can remind parents to purchase
tickets for their children.
Press
Our chosen charity is Dubai Autism Centre
which is an extremely popular charity in Dubai,
within our country the importance of
supporting autism is very strong and they
encourage strong advertising to increase the
awareness. We felt it was important for people
to know what our team has produced for the
Dubai Autism Centre by holding a popular
event. So we wrote a press release which was
then sent too many local newspapers which we
hope will want to report our story. We asked to
have this released as a report after the show as

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we did not want to attract sales of tickets out of school as it is only a school community
event and we would have to apply for legal allowances. This does not support the effect of
ticket sales but it does raise awareness of the show after and can increase popularity of the
applied course Dubai British School offers.
The image shows the press release which we created and sent to the news companies.
Conclusion
It is difficult to assess just how effective marketing is towards the target customer and there
are many ways of addressing a campaign by using many types of advertising or promotion,
which as a team we have created. From all the advertising and marketing for the event as a
team we can hope that the effort to inform students to attend the show has been successful
as it will show from the amount of ticket sales and the size of the audience on the night.
3.0 Contingency plans
It is possible that during the planning and staging of an event problems can occur. Some
may be small problems but some may be unforeseen circumstances and serious problems.
But before these problems occur it is important to produce a contingency plan this plan is
produced as a guide line of what we should do as a team to resolve the problem. For the
talent show event it is important for us to create a plan as if any problem occurs which is
likely we can recover the situation as quickly and efficiently as possible with little cost. We
will be producing a contingency plan for three types of contingency:
1. Foreseeable; loss of money, complaints, shortage of resources
2. Unforeseen; accidents to people – injuries
3. Emergency; involves evacuation
Below we have created a contingency plan for particular situations for the talent show:
Contingency plan
1. Foreseeable
Non-appearance of act
Stakeholders
involved
If an act didnot show up toperformon the nightthe stakeholderswhich
wouldbe involvedinclude:
 The customers:some maybe disappointedastheyhave paidto
watch particularacts on the night.
 Otheracts: if acts donot appearon the nightit will affectthe running
orderand timings.
 Team/staff:Everyone isgoingtohave tobe notedof the new
runningorderto ensure thatthe show is runsmoothly.
How it might occur  A studentact maybe ill andnotable to perform.
 The acts couldbe delayedandnoturn upat all.
 Special guests;sponsors,maynotbe able toattendbecause of busy
schedule
Worst case  Thiswill looknegative towardsthe teamasstakeholdersmayfeel

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scenario that itwas our lack of planning.We will have toinformeveryone
includingthe audience onthe nightof the situation.
 We couldcontact the acts and try to workaround thembeing
available.
 Membersof the audience maywanta refundontheirticketas their
act has not performedwhichmeansalossinfinance.
Measurements to
manage
To ensure thatall acts appearon the nightwe will:
 We will have registerstomake sure all acts are inschool on the day
and notabsenton the show night.Fromthiswe recognise if anact is
missingandcan immediatelycontacttheminadvance.
 We will have all contactdetailsof actsin case of a problem occurring
and we needtocontact themto discussthe issue.
There is a chance of this situation occurring but it will not physically affect stakeholders
(non-injury or emergency) but we need to be sure that we can plan around the situation.
Contingency plan 2.
Unforeseen
Act injury as a consequence of lose wires on and around the stage
Stakeholders
involved
If any of the followingare injuredbytrippingonwiresourattentionwill be
drawnto themimmediately;
 The Acts: will be the main usersof the stage as theywill be entering
and exitingthe stage toperform
 Teachers: Mr. Bentleywillbe hostingthe nighttointroduce acts
and hisbandwill alsobe usingthe stage to perform.Theyalsoneed
to be aware of the wires.
 Sponsors:maybe be askedtoenterthe stage to presetprizesand
may be unaware of the loose wiring.
 Team/staff:will be helpingbackstage atparticularpartsof the night
the stage may be dark.
The team/staff will alsobe involvedastheywill be responsible forhelping
the situationandreportingthe incident.
How it might occur  Particularwiresmaybe loose acrossthe ground onthe stage for
microphones.
 May notbe packedawayappropriatelyandleftinapile.
 Studentsmaydisassemble wiresincorrectlycausingelectrocution.
Worst case scenario The worst case couldbe:
 That a stakeholderfallsandseriouslyinjuredthemselves;broken
bones,bleedingfromcuts.That’sneedhospital attention.
 If a stakeholdercatchesa wiresanditis pulledoutof the sockets
incorrectlyorbrokenitcouldcause electrical problemswhichcould
leadto beingelectrocuted.
 Anyaccidentor injurywill cause badreputationonourteam
organisation whichwillalsoaffectthe school;parentsmayfeel
there wasa lackof care towardshealthandsafety.
 Dependingonthe situationasateam we mayneedto compensate
the stakeholdersfortheirinjuryandwe wouldneedtocreate a
publicapology.
Measurements to To make sure customersdo notget injuredwe will:

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manage  Checkthe stage to ensure that all wiresare stuckdown
appropriately
 Make sure backstage helpers andactsare fully aware of wires
aroundthe stage to make sure theylookoutfor any dangers.
 If loose wiresare spottedreportthemtoa staff helper
immediately.
There is a possibility that an accident can occur on stage because of loose wiring and could
possibility cause accidents to people. We will be sure to act around this situation before by
checking the facilities and informing stakeholders.
Contingency plan
3. Emergency
Risk of fire
Stakeholders
involved
If a fire wasto occur the main riskwouldbe thatany stakeholdersinsidethe
buildingwill be puttingtheirlife atriskof death.
Otherwaysstakeholdersare involvedcouldinclude:
 The customers(audience):thiswillruinthe nightforcustomersas
theywill be instructedtoleave the premiseswhichcancause panic
and distress
 Acts (students&teachers):thissituationcouldpreventthemfrom
wantingtoinvolve themselvesinschool activitiesbecauseof distress.
 Studentstaff:againthe riskof preventingthemfrominvolving
themselvesinschool activitiesbutthiscanalso effectthe applied
course and the eventunitwithinthe school asfuture studentsmay
lose outon learningthisparticularA-level course
 Team:we maynot be allowedbackintoschool until the fire issorted
as it will create legal issuesandwe maybe transferredtoanother
school.
 DUCTAC management:wouldbe responsibleforcontrollingthe
evacuationprocessaswe are usingthere premises.
 The school:the reputationof the school will be effectedasthere isa
highchance the storywill be reportedtothe mediainnewspapers
etc.so studentsmayleave the school orstudentsmaynot apply.The
school may have tosupportthe costsof damage to the DUCTAC.
How it might occur A fire can occur inmany ways:
 Faultyelectrical facilitiescancause fires;the heatfromthe stage
lightingcouldcause afire if touchingthe stage curtainsor electrical
outletscancause plugstoblow up andsparks can cause flames
 Use of hair productsbackstage:Studentsmaybe using
straighteners/hairdryerwhichif leftoncanburn and cause a fire or
flammable hairproductswhichcouldeasilysetalight.
 Cigarettes:stakeholdersmaybe smokersandmaynot be aware that
smokingisprohibitedinside the buildingandthere cigarette maynot
be put out correctlysettingalighttoanymaterials:paper,carpetetc.
 Canteen,foodbeingcooked:atthe DUCTAC there isa confectionary
purchasingcounterwhere foodisalsobeingcooked.There isariskof
fire inmanyways withinakitchen,foodmaybe burntand setalight,

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gas cookersmay be usedandflamsmay catch onto somethingora
cookermay notbe turnedoff whichcan cause a fire to the building.
Worst case
scenario
If a fire wasto occur it can cause:
 The DUCTAC wouldburndownwhichwill alsoaffectthe Mall of the
Emiratesas the theateriswithinthe mall building.Thiswill affectthe
theateras manyproductionsandclassesare heldat the theater
weekly;thiswill alsodecreasedthe reputationof DUCTACas their
stakeholderswill notbe committedtoattendingthe servicesthey
provide. Thiswill effecthundredsof people withinthe mall andall
the storesas it couldalsoaffectthe mall and itshundredsof stores
burningdown.
 Injuries:people canbe affectedasitmay burnthose leavingscars.
 Death:a fire is extremely dangerousandcancause deathfrom
suffocationof fumes andtrappedpeoplebeingburnt todeath.
 Legal court case: Thiscan leadto particularfinestothe school or
prosecution of particularmembersof planning.
 Fines:Tothose whohave beenseriouslyaffectedbythe fire because
of a lossof a familymemberorlifelongeffects;skindamage from
burnscompensationwillbe aresultof a legal court case and also
finesmayinclude the costof destructiontothe DUCTAC premises.
Measurements to
manage
To reduce the riskof fire we will:
 Informall stakeholdersof how toevacuate incase of an emergency
offering.
 Informall smokingstakeholdersthatsmokingis forbiddenwithinthe
building.
 Have a memberof backstage staff checkthe changingroomsfor
electrical itemaswhichmayhave notbeenswitchedoff.
 Make sure all evacuationlightsare illuminated.
 Checkwiththe DUCTAC that all fire extinguishersandfire alarmsare
working.
 Make sure that no fire exitsare blocked.
The DUCTAC will be mostresponsibleforthe proceduresincase afire occurs.
But we will checkwiththe DUCTACwhat measureswe will needtotake in
case of an occurrence.
Conclusion
The contingency plan above shows how we will control situations if they were to occur and
what measurements we will take to ensure they do not occur on the night of the talent
show. This contingency plan has been created in order of likeliness 1 being most likely 3
being least as 3 would be an occurrence which causes an emergency. I consider the non-
appearance of an act as a 1 as it is most likely to occur as there may be background
situations which we cannot control but it will least effect stakeholders as it can be worked
around. The 2nd contingency was Injury as a consequence of a loss wire has been created as
there is a chance an accident can occur as this is a show on a stage using microphones etc.
and the effect for the injury can be either small accident like a bruise or a larger accident

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like a broken bone. The 3rd contingency being the most hazardous but least likely to occur
which will affect stakeholders and will cause an emergency evacuation is the occurrence of
fire. A contingency plan can also relate to the risk assessment which will be carried out on
the night as we will be sure to include measures that have been included on a contingency
plan to ensure they do not occur. It is important to use a contingency plan to understand
that other risks may occur and it is important to plan and understand how to deal with a
situation.
4.0 Human resources: Job roles and staffing
Human resources- is related to the team/staff which are working for the event in any aspect
and making sure that they are correctly skilled for the job and work in an appropriate
position and manner.
Within this section I will be identifying the importance of human resources, this involves job
roles, team work, staffing. It is crucial to include planning of human resources as it effects
the organisation of a team and identifies how to motivate each other.
There are a number of factors to consider which could determine the effectiveness of the
team:
 How many people are in the team? 5/6 is enough for an event if it is quite complex
and also teacher support.
 Team structure: it is important to structure a team so that all members are
participating and using their skills.
 Skills and abilities: within a team there should be diverse skills and abilities.
 Good verbal communication, organisers and leaders
 Someone with computer competence and the ability to notice weaknesses to your
plans.
What are the benefits of a well-structured team?
 Boosts morale
 Team accountability
 Mutual support
 Personal development
 Reduced supervision
4.1 Teamwork theories
 Belbin
Team role defined by Belbin:
‘A tendency to behave, contribute and interrelate with others in a particular way’

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www.belbin.com
Dr Belbin’s research investigates 9 different behaviours which are adopted by various
personality types found within people in the working environment.
His research identifies three personality groups, the chart below shows how the 9
behaviours are linked to the 3 personality groups.
Personality groups Behaviours Reason
Action-orientated roles Shaper-
Implementer-
Completer/finisher-
Enjoys pressure and a
challenge.
Reliable and efficient.
Keeps to schedule and
pays attention to detail.
People-orientated Co-ordinator-
Team worker-
Resource investigator-
A good chairperson
identifies goals and
encourages decision
making.
Avoids conflict, co-
operativeand listens well.
Seek out opportunities
and contacts,
enthusiastic.
Cerebral Plant-
Monitor evaluator-
Specialist-
Creative,imaginative and
solves difficult problems.
Judges roles accurately.
Self-motivated and
single-minded.
This is an effective way for a business to choose individuals for a team. Belbin’s theory helps
to ensure there is a balance of role types within a team. Some individuals may feel they fall
into all behaviours but they would most likely fit well in to one. A behavioural test can be
taken for a business to assess its employees.
 McGregor
McGregor’s theory separates workers into X and Y
X is the theory that workers are a lot more lazy and have bad attitude towards work and are
only motivated by money. X employees would have factors that include:

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• Workers are motivated by money
• Workers are lazy and dislike work and will avoid it whenever possible
• Workers are selfish, ignore the needs of organisations, avoid responsibility and lack
ambition
• Workers need to be controlled and directed by management even if punishment
needs to be put into place to achieve goals
But the theory Y workers are very highly motivated and will receive benefits and more
responsibility for the work they produce. Their factors would include:
• Workers have many different need which motivate them
• Workers enjoy work and see it as a natural activity
• Working conditions will affect how the worker feels
• If motivated, workers can organise themselves and take responsibility
• Management should create a situation where workers can show creativity and apply
their job knowledge
With having two groups the business can see what group needs to be motivated in certain
ways and how to make sure they are motivated in the best way possible. It gives the
business more control over the workers because they know how to specifically motivate the
employees. There will usually only also be a majority for Theory X workers who need
motivating and controlling but the Theory Y workers can be left to their own responsibilities.
It is argued that a successful teamwill be created with theory Y managers who allow
evolvement in decision making, and are self-motivated.
 Blake & Mouton
The grid shows what Blake and Mouton constructed.
They believed that people should be assessed on a
scale of 0-9 on each axis. ‘Concern for task’ would be on
the horizontal axis and ‘Concern for people’ would be
on the vertical axis. Most people would grid themselves
within the middle of the two axes. Example of
particular types of people would be, for a leader they
would be plotted on 9,9 on the scale or a authoritarian
types of person would be at 9,1 as they have very high
concern for production but not for other people.

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The
Team
co -
ordinator
specialist
shaper
plant
completerimplementer
teamworker
monitor
evaluater
resource
investagator
DBS Factor Team:
As a team I believe that we relate to McGregor’s theory. I think when we work altogether in
a team as a theory Y worker, in some peoples cases individually they work sometimes as
theory X. But with the event it has been enjoyable, everyone have taken on great
responsibilities and roles we have all been very motivated and driven by wanting the Talent
Show to be a success.
4.2 What members are there within a team?
There can be two categories for the team members,
leaders and followers. Within the categories are
many roles for different members. Effective team
roles include:
Each member of a team will be allocated
a role like one of these. If roles are not
filled then there can be a possibility that
tasks will not be completed.
4.3 Job roles
Within a meeting we had chosen the job roles for each member of the team. We have been
working together as a team before the event so we generally know each other well and
have discussed suitable roles for one another. Each choice of job role relates to each team
members strength within that particular role. But throughout the staging of the event all
members will participate in supporting one another.
 Finance – ticketing, funding (fund raising), cash flow forecast, pretty cash payments –
Nikita
 Marketing – advertising and tickets Whole team
 Staffing – organizing helpers – Katie/Ozge
 Sponsorship – contacts and organization – Hayley
 Venue management – booking, planning recourses, liaison – Katie
 Auditions – advertising, equipment, time scale, short listing, judging – Sohaib
 Recourses – auditions and venue – equipment, lighting, sound – Sarah

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 Results and presentation – DVD’s/photos, prizes (sponsorship), certificated,
timetable, spreadsheet of performers and timing, organizing judging/judges –
Nikita/Sohaib
 Legal aspects – insurance, health and safety, customers – documents,
communicating – Hayley
Finance: this role was chosen for Nikita as her maths skill was higher than other class
members and because of her organisation skills. During past fund raisers Nikita would
always be a member of the class to calculate the finance. Financing the event and
calculating the cash in and out can be difficult and needed to be properly organised.
Marketing: As this is a very large aspect of the event and requires and lot of creatvitiy and is
very time consuming we has decided to make this a role for the whole team and work
together on projects to market the event. As a class we all wanted to take on the role of
marketing so thought it was best to work together with all ideas.
Staffing: Katie and Ozge had been given this role as they feel they are strong commanders
when organising staff. They will set rules for the staff and will have meetings with them to
discuss what has to be done at the event and which member of staff will be taking on which
role; door man, backstage hair and make-up, seating guide’s ect. They both have good
communication skills which is what will be needed when organising the staff. Katie and Ozge
have a strong knowledge of what customer service skills are needed from the staff and they
ill teach them the basic’s so that the staff and helpful and efficient.
Sponsorship – this role had been offered to Hayley as she had already shown and initiative
by contacting sponsors for our event and had succeeded by organising the main prize. So as
a team we felt that she had strong skills in contacting and negotiating with companies to
become our sponsors.
Venue management – this involves the booking, planning recourses and liaison. We felt that
this role was great for Katie as she has very strong management skills because of her strong
characteristics and organisation skills. Within this role Katie will be communicating with the
DUCTAC Mall of the Emirates and discussing the plans for our event.
Auditions – This includes the advertising for auditions, equipment needed when
auditioning, time scale, short listing and judging. Sohaib was chosen for this as we feel this is
suitable because of timetable of being with us in class as a team. With this role we feel
Sohaib can benefit from this section with organisation needed and decision making. Sohaib
has a drawback from the team as he misses many meeting’s and decisions made.
Recourses – This will involve the auditions and venue; equipment, lighting, sound. Sarah has
taken on this role as again she has shown initiative by contacting possible companies for the

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recourses we need. Sarah has many strong contacts in this area because of a media
company and will hopefully input this into our event.
Results and presentation – On the night of the event there will be; filming/photos, prizes
from sponsorship, certificates , timetable’s, spread sheet of performers and timing,
organizing judging/judges. In this section Sohaib is very involved because of his role with
organising the auditions and acts, but Nikita has been selected to help because of her
creativity skills.
Legal aspects – The last role involves researching the legal aspects; insurance, health and
safety, customers – documents, communicating. This role was given to Hayley has she has
strong researching skills. She also has an insight on UAE laws which will relate to your event.
4.4 Additional staffing to support the event night
DBS applied Year 12 class
This class has been chosen as it will give them and insight and experience of what they
should expect when they start the event unit in year 13. Before the event night we will have
a meeting with all 15 students about what the job entails on the night and what experiences
they will achieve from it. We will select the best candidates who are willing to help on the
night as a volunteer. Once the students have been selected we will train when how to
provide good customer service to our customers and what each individual job entails; door
person/ticket greeter, charity promoter, seating guide, backstage crew, equipment on stage
crew etc. Each student on the night will be wearing Black T-shirts stating ‘Crew’ So that the
customers can easily recognise our staff.
Volunteers
We have also had students that have volunteered to help on the night including one 6th
form student who wishes to provide a back-stage hair and make-up service for the acts.
Specialist help
Included in the price of hiring the Centerpoint at the DUCTAC we have specialist help from:
 1 Duty Manager
 1 Front of house Manager
 4 ushers
Depending on how many students volunteer to support our night will depend on if we need
the additional help. But as these are specialist theatre employees it may be suitable to use
them to support the students who have no experience.

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Teachers
Mr. Bentley & Mrs. Pugh
Finance
Nikita
Legal Aspects
Hayley
Results and
Presentations
Nikita & Sohaib
Resources
Sarah
Auditions
Sohaib
Venue
Managment
Katie
Sponsorship
Hayley
Marketing
Team
Staffing
Ozge & Katie
Admin
support
Dubai
British
School
4.5 A structure diagram of the talent show team

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5.0 Physicalresources
 Location/venue
As this is a talent show will need a stage which is why we have already chosen the
DUCTAC Mall of the Emirates (1.12) where we made our final decision when
researching venues. We know that this seats 543 which is more then what we
predict we will need. As this theatre is built inside the popular Dubai mall it is easy
to find and easily accessible with a lot of parking. The theatre is 12,000 AED to hire
and all procedures are stated in the contract.
 Equipment
Throughout all stages of the event we will be using common equipment; mobile
phones and computers for communication. But we will also need particular
equipment as this is a theatre show event.
With having the show at the DUCTAC we are already set up with toilet facilities,
theatre seating, a cafeteria during intervals for the audience, a surround sound
system and lighting for the stage.
As this is a talent show we will need a lot of large physical resources especially
musical instruments and props for the acts which we will supply from the school or
the acts will own. These will be transported from the school to the theatre in the
teacher’s cars. Equipment includes:
o Guitars
o Keyboard
o Drum kit
o Microphone stands
o Amps
o Props for dancers: cardboard car
o Stools
o Sponsors banners
o Cameras
o Video recorders
There will also be equipment which the Dubai Autism Centre will supply for their donation
stand which includes: banners, merchandise table and a donation box.
We did research hiring a mini grand piano for the pianist act for a more professional style
but the cost of this was out of our price range.

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 Materials
Throughout all stages there will be many materials we will need especially in the
planning stages these can include:
Stationary
Laminating

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6.0 Financial resources
Financial resources- For your business you need to know what type of finance is most
suitable, by looking at a choice of short or long term finance and what aspects of the
business need certain financial resources.
6.1 Source of funding
Below the table shows what types of sources of funding are available and is they would be
possible or not to use for our event.
Examples Possible Not possible
Sell Shares: sellingsharestothe general
public.Itisa quickand easy wayto earn
revenue.Disadvantage wouldbe thatthey
are givingawaya part of a business

Bank loan: Quickand easybutinterest
needstobe paid.We wouldn’tnotuse his
for are eventbecause of the risk. 
Advertising:Othercompany’swouldbe
preparedtoadvertise onthe programfor a
certaincost. 
Advance ticketsales: Sellingtickets
beforehandwill create greatrevenueforthe
business. 
Program sales:can create a profitif
programssold

Salesat door: Do not wantto risk sellingat
the door incase no one buysa ticket

Sponsorship: Great prizesforthe acts.

Loans from school: It wouldbe possible but
it maynot be needed. Indirectlyif the venue
isfree. 
Loan from parents: wouldnotneedto pay
interest.

Fund raisingactivities:Fun forparticipants
and gainsa lot of revenue


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Raffle:Relatestofundraising

Food and drink sales:Cake sale

6.2 Possible sources of finance we will use for the Talent Show event
 Sponsorship: We have already discussed that we have two sponsors for the event,
Art Marie and Turning Point. These companies will be offering us prizes for the talent
show. In return we will be advertising the companies on leaflets, banners, tickets,
posters etc.
 Loan from the school: It could be possible that the school PFA will donate cash
towards the event which can then be added to the opening balance of the event as it
is involving the school community.
 Loan from parents: As a team of 6 it could be possible that we could loan cash from
parents without interest if cash is needed.
 Fundraising activities: The opening balance for the event already holds the profit
made from last year’s fund raising activities. This year we will be incorporating more
by holding events at the school. Ideas we have discussed for fund raiser to hold
include:
 Halloween bake sale - many cakes and treats available at the lunch period
 Teachers ‘v’ students football
 Raffle – A prize is used to attract students to buy tickets to enter the raffle to
win the prize
 Christmas bake sale – many cakes and treats available at the lunch period
 Donut day – Donuts are sold at lunch time
 Non school uniform day (theme) – This is where students pay a set price to
come to school in non-uniform.
6.2 What costs are involved with the event?
Below shows a list that we have constructed of all the financial costing to take into
consideration for the event. It is important to investigate these ideas because it gives an
insight of what to consider when planning the financial needs.

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 Are there costs involved for the venue?
The venue we have chosen is will cost 12,000 AED (already reduced from 15,000
AED) we are hoping to negotiate a better price but at this current moment are cash
flow forecast states this figure. As we have 6527 AED already in our account this will
be contributed towards the cost of the venue. The other 8473 AED will be financially
supported with the sale of tickets for the show.
 Cost of refreshments
As we are using the DUCTAC they have their own refreshments sales area so we
would not have to create our own or cater a company. As we will be using this it will
not affect our costs.
 Printing/advertisement
We have estimated that the printing of tickets will cost 800 AED but we will research
further into other possible ways of printing to reduce the costs. We will also be
researching how much leaflets will costs to create for advertising and banners.
 Trophy/prizes for winners and participants
We intend to use sponsored gifts for the prizes e.g. yacht day from Art Marine and
dance lessons from Turning Pointe which our two of our sponsors. We will also
research into more sponsors for prizes. All performers will also receive a certificate
and a T-shirt. We may also be supported by the school PFA and be donated cash
towards the event which we can use for prizes.
 Utilities, A/C and electricity
This will all be included into the costing of the venue.
 Staff
When we hire the DUCTAC we have within the cost of the venue - 1 Duty Manager, 1
Front of house Manager and 4 ushers. We may not need to use these staff as we will
be recruiting students from the applied class in year 12 to experience the event.
 Events uniform
As part of the event we want all staff in uniform. The team will be wearing
advertising T-shirts for the weeks of selling the tickets. On the night the staff will be
wearing plain black T-shirts with ‘CREW’ printed so that the audience can easily find
staff.
 Photography
On the event night we wish for a photographer to photograph the show. We have
many contacts for this and will research into this later on for the cost.

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Financial constraints and feasibility
For the event we will be discussing the feasibility for the event, inevitably the question of
money will arise in a discussion. Our event will require funding, and this is one of the biggest
obstacles when staging an event. Even when the event will generate revenue funding can
still be an issue as money is needed in the planning and preparation. Strong research is
needed to make sure that the event will be feasible.
6.3 Budgets
For the event as it is a school organisation we do have a smaller budget then what a normal
public theatre show would do. A budget is a financial plan which is agreed in advance. Why
are budgets helpful?
 Force people to plan ahead and improve coordination
 Help to control spending and draw attention to waste and inefficiency
 Enable the event coordinator to delegate responsibility because others are expected
to meet budget targets
 May act as a review for an event, allowing time to corrective action
Budgets also work as constraints on an event because a budget holder may claimthat
insufficient funds have been allocated for a particular activity Examples on budgets for the
talent show may be:
 Venue budget
 Prize budget
 Promotion budget
6.4 Fixed and variable costs
Fixed costs are the costs that will not change e.g. the costs of the venue, this will not change
even if there is a smaller audience it will just increase the cost of tickets which are variable
costs, and these costs can change.
Example predicted fixed costs for the Talent Show
These are costs that will not change depending on the event:
 Costs of the venue – 12,000 AED
 Water, electricity, A/C (0 as included in the cost of the venue)
 Cost of the uniforms for the staff and costumes for acts – 600 AED
 Prize – 1000

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Example variable Costs for the Talent Show
These are costs that rise because of the number of people to attend the show:
 Tickets printing if all seats sold – 800 AED
 Programmes printing – Free
 Amount of food and drink supplied for refreshments – N/A
6.4 Break-even – you have already included this earlier...do you need it twice??
‘Break-even’ is a point where a business’s costs equal the sales revenue (no profit, no loss)
This is a line graph showing the total revenue and costs at all possible levels of output or
demand, i.e. at every point from output of zero through to maximum capacity. This enables
the reader to see at a glance the profit at any output level that interests them.
The chart has 3 lines: fixed costs, total cost and total revenue. The graph is plotted with
Dirhams on the vertical axis and output on the horizontal lines axis.
For the talent show we are considering the financial forecasts which includes the break even
this is important as it forecasts how many tickets we need to aim to sell to break-even. For
the talent show we predict to spend about 15,000 AED. To break-even this would mean
selling 375 tickets.

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6.5 The cash flowforecast

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As a team we also created a cash flow forecast at the start of the event project (see above).
This shows our predictions of how we believe the events cash will be used and profited.
Within the cash flow we have considered all the aspects of cash in and cash out and
calculated overall what we believe will be our final profit. This is a great way to study the
feasibility of the event, as we now have a prediction that if we follow the forecasted guide
the event should be a profitable success.
Week commencing the 14th October
This is the first week of our cash flow. As we already have a starting balance of 6527 AED
from profits of the previous year in the account, we do not have to create any ‘cash in’ But
we have taken ‘Cash out’ because we have spent some of the opening balance on ‘sundries’
these are our 8 team T-shirts we are going to have made from ‘Logo shirt’ in Dubai Mall
which are 75 AED each.
8 X 75 AED = 600 AED
So by the end of this week our closing balance is minus 600 AED making it 5927.
Week commencing the 4th November
On the 31st of October as a team we are holding a Halloween cake sale as a fund raiser.
From this we expect to make a profit of approximately 500 AED (C11) We are also in this
week paying for the first 25% of the venue hire at the DUCTAC which is 3750 (C17) which
will reduce our closing balance to 2677 AED (C27) within this week.
Week commencing the 16th December
We again this week intend on holding another cake sale and hope to make a profit of
approximately 500 AED ( G11) but we also this week need to pay for the printing costs of the
tickets. For the tickets we wish to design it ourselves as a team and then have each ticket
image printed at ‘Photo Fun’ for 1.5 AED each. There are 543 seats available but we intend
on keeping 10 free for special guests which we will not sell. So for the tickets:
1.5 AED X 533 = 799.50
Week commencing the 6th January
This week will be the week which we start to sell the tickets to the students for the event.
Within this week we believe that we will sell 200 tickets at 40 AED which will make a total
that week of 8000 AED (H9)

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Week commencing the 13th January
This week again we will still be selling tickets and we predict that we will send another 100
tickets at 40 AED which will make a total of 4000 AED (I9). The following week we are going
to stop the selling of tickets and then start selling them a week later to increase the
attraction.
Week commencing the 27th January
Within this week we are going to start selling more tickets for students who wish to buy the
last few tickets available. We intended to sell 150 tickets at 40 AED which will total 6000
AED (K9).
Week commending the 3rd February
This will be the last week of tickets being available we predict that 83 tickets will be left over
and with those sold we will make 3320 (L9). Over the last month of selling tickets we predict
that the closing balance will hold a total of 22,697.5 AED (L27)
Week commencing the 10th February
Within this week we would have had to pay the final 75% of the venue hire – 11,250 (M17)
with this decreased form the closing balance our final profit will be 11,447.5 for the charity.

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Cash flow update – 16th January 2011

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This is the first cash flow of our event since the forecast. From this we can analyse if our
cash flow is negative or positive by reading what cash has come in and out and reading the
current overall balance.
Opening balance currently: 6527 AED
Week commencing the 14th October
This was the first week of planning the event the only figure within this week was the
opening balance of 6527 AED which was money raised from fund raising in the previous
year. This will be used to pay for expenses including the deposit for the theatre, and other
costs.
Week commencing the 4th November
On the 31st October we held a cake sale as a fund raising activity from this we raised 468
AED.
Week commencing the 16th December
On the 15th December we held another cake sale and a festive non-school uniform day as a
fund raising activity. Each student was charged 5 AED to wear any clothing of their choice.
This was very popular and we raised 3640 AED. The current balance in the account is 10,635.
Week commencing the 6th January
Within this week we purchased the tickets for the talent show. The initial cost of these was
800 AED for 400 tickets to be printed. Unfortunately the first batch of tickets was produced
with the wrong date which was a misunderstanding with our team and the printing
company. Fortunately we only had to pay half the price for the second batch which was 400
AED so overall the costs of printing were 1200.
For this update compared to the cash flow forecast we have recognised that our cash flow is
positive, for some particular actions we are late with payments or fund raising but this has
not effecting the overall balance as we currently have enough cash in the account to cover
costs in the coming weeks as well as the cash in from sales of tickets.

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Cash flow update – 3rd February 2011

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This is the second cash flow for our event since the forecast. From this we can analyse if our
cash flow is negative or positive by reading what cash has come in and out and reading the
current overall balance. Within this cash flow we have begun to increase our closing balance
because of the sale of tickets.
Opening balance currently (20th January): 9435 AED
Week commencing the 20th January
The ticket sales began on the 16thfebuary and from then until the 20th we have sold already
84 tickets which is a total of 3250 AED. This week we also received a donation of 100 AED
from a student which will be put towards the donation for the charity.
Week commencing the 27th January
To this date we have sold another 47 tickets which totalled as 1850. We also received
another 100 AED within this week from a student as a donation. In this week we also paid
the deposit for the DUCTAC which was 6000 AED we also need to pay the other 6000 AED
on the night of the show.
Week commencing the 3rd February
In this week we have sold another 67 tickets which totalled as 2550 tickets. We have also
received 1000 AED as a donation from the school PFA. But we also paid 1020 AED when
purchasing Emirates Mall Vouchers as a second prize for the acts.
This update is again positive as it is 5 days before the show and we have raised enough
money and sold enough tickets to break even. We still have to pay enough 6000 AED for the
venue and we hope to sell more tickets in the last few days.

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Until the event we will be trying to hold fundraising activities to raise additional money to support the event.
31st October 2010 - Halloween Cake Sale
As today is Halloween we decided to hold a themed cake sale within the school for all secondary students to purchase at lunch time. All items
had been purchased at Carrefour and Spinneys, we spent 577 AED this included the costs for a selection of decorations and other materials we
needed (cups, plates, and spoons) from this we made 1100 AED which means we made a profit of 523 AED which is now in our account.

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Wednesday 15th December
We decided to hold another cake sale as they are always very popular for raising finance. The theme for this one was relating to Christmas We
sold a selection of Christmas cookies, cakes etc. We also decided to sell ‘Dunkin donuts’ these cost in total only 90 AED as we had 3 vouchers
for ‘buy a dozen get a dozen free’ so we ended up selling 72 donuts for 360 AED. These were very popular and we have considered having just
a donut day in school. We also invited all secondary students to wear Christmas themed non-uniform for the day for 5 AED. Overall today we
raised 3360 AED.

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7.0 AdministrativeSystems
These are the systems and strategies put in place to allow the event to run smoothly and
organised. It is where all the documents are kept; minutes, agendas, research, emails etc.
Throughout the planning and staging of the event we need to keep records of the project.
This is important as the records taken down can be looked back on throughout the event
and especially when evaluating. Records must be contained throughout the whole duration
of the event as it is a vital source of evaluation and review material. There are a variety of
ways to creating records as a team we have chosen to:
 Create a diary with pages for any particular notes
 Photographs
 Ring binder divided into sections of research, notes, minutes, diary etc.
 Video recording (Of the show night)
 Observer comments (questionnaires)
All formats of records collected will cover two main areas: process and content. Process
means all the actions or procedures gone through by the team. Content means the topics
covered, this must include records of:
 Personal and team contributions
 How roles were maintained
 How distributions where handled
 How health, safety and security aspects were maintained
 How well the team co-operated and whether it as heard to the plan
All this content will contribute towards the final evaluation of the event. Our class has
created a ‘Talent Show Event’ folder on the school systeminside the Applied Subjects folder
which holds all the important documents and records which we need to share as a team for
easy access them. We also tend to pass documents on through USB devices as a lot of our
work is created on our own personal laptops. All these important documents will then be
placed into the appendix of our report Examples of work on the shared area includes:
 Minutes and agendas
 Diary
 Reports on research
 Costs of resources
 Emails
 Financial transactions
 Timescales – planning/CPA/calendar
 Risk assessments – We need to produce a procedure for and accident/emergency
situation

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7.1 Email account
As for the emails as an event team we have created a Hotmail account:
dbsfactor@hotmail.co.uk
This account is used to contact all other companies that are in relation to the Talent Show;
Sponsors, Charity, Venue etc. By creating an email account the whole class can easily access
within school or at home.
7.2 Timescales and Critical Path Analysis
It is important to plan your time wisely so that the event runs smoothly and every
committee member knows what is expected and by when. As a team we have already
chosen our date for the event (8th February 2011) Now we know the date we know what our
timescale is and how much time we have left before the event takes places. We have
discussed dates for auditions, fundraisers, ticket sales etc. and have feasibly studied that we
can hold this event within our time scale.
The London Olympic is a great example of an event which takes a lot of time to prepare and
create before the final date. The ODA is responsible for presenting all the facilities and
resources for the London Olympics’ in 2012.
The ODA was established by the London Olympic Games and Paralympic Games Act, which
received Royal Assent in March 2006. The Act was passed to ensure the necessary planning
and preparation for the Games can take place. It allows the ODA to:

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 Buy, sell and hold land
 Make arrangements for building works and develop transport and other
infrastructure
 Develop a Transport Plan for the Games, with which other agencies must
cooperate, and make orders regulating traffic on the Olympic Road Network
 Be the local planning authority for the Olympic Park area.
http://www.london-2012.co.uk/ODA/
The ODA’s deadline for the Olympics is summer 2012 every aspect needs to be completed
for the Olympic Games to be held. In 2006 the ODA received a Royal Assent this ensures the
necessary planning and preparation for the Games can take place. Without this some of the
plans for the Olympics the ODA created would not have been able to go ahead; Buy, sell and
hold land for the Olympic buildings.
Deadlines for our ‘DBS Factor’ event would relate to:
Advertising, sponsorship, printing tickets, payments being made, auditions, practice run
though of the show, health, safety and security checks and legal obligations
If these deadlines are not met then we will fall behind and this can be a huge risk on our
event as it could mean a loss of profit. The table below shows some of the dates and
deadlines we have already set for planning the event.
Task Who is completing
the task
Completion Date
Posters advertising The DBS Factor
and Cake Sale poster’s
Sarah Katie &
Hayley
Monday 25th October
Sponsorship Hayley Sunday 31h October
Fundraiser – Halloween Cake Sale Team Sunday 31st October
PowerPoint presentation Nikita, Ozge &
Sohaib
Thursday 28th October
Assembly to advertise DBS factor Team Monday 1st / 3rd November
Participants signed up for DBS Factor Sohaib Sunday 21st November
Auditions start for DBS Factor Sohaib/Team Sunday 21st November –
Wednesday 1st December
T-shirts brought for advertising DBS
factor and tickets printed
Team Thursday 16th December
Ticket Sales Start Library 6th January – 20th January
Deposit for DUCTAC Nikita 20th January
Ticket Sales Start again for a week Library 27th January – 2nd February

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7.3 Gantt chart
A Gantt chart is a type of chart that will illustrates a project schedule. Gantt charts show the
start and finish dates of a project and all the elements that have to be completed in-
between. This organises the work breakdown structure of the project. Some Gantt charts
also show the relationships between activities. Gantt charts can be used to show current
schedule status.
This image is an example of a project Gantt charts
are a good project planning tool that can be used
to represent the timing of tasks required to
complete a project. They are simple to understand
and easy to construct, they are used by most
project managers for all but the most complex
projects.
Below is a Gantt chart that has been created for the DBS Factor Talent Show. This is used to
ensure that we follow the time limits available from the start of planning up until the show
night. In the first left column it states the aspects of the event that need to be completed in
the following columns each is headed under a particular month for the talent show we have
from September to February to plan, organise and stage the event. For example we have
from the second week of September to the end of November to research and chosen an
appropriate venue.

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7.4 Calendar time table
We as a team have a calendar
within the class room which we
note all important dates that we
need to remember. Below are the
calendars that a kept, if anything
is added to the wall calendar then
it will also be to our electronic
calendars on our laptops so that
we all also individually have a
reference.
7.5 Individual timescale planners
As a team we also individually all keep diaries of important dates. This helps as it keeps a
reminder of what needs to be done within the month. With having timescales and diary’s
targets are met and deadlines are met and completed. I help my records electronically on a
word document which will be added into my appendix after the event. I also keep a planner
with my at all times to constantly remind myself of targets that needs to be met and
important things that need to be done. Below shows an image of my electronic diary.

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7.6 Receipts
All account of payments made are hard copies of receipts and they are kept within the
accounts office at school in the ‘DBS Factor’ account folder. Below the table shows the three
payments we have made.
7.6 Ticket sales chart
This is an image of the chart we have used for the
purchasing of the tickets. When a student purchases a ticket
they have to leave there name, form and how many tickets
they purchased. We have stated that tickets many not be
refunded or new tickets will not be issued if lost or stolen.
7.7 Critical path analysis
This again is another way of organising using a timescale but with the critical path analysis it
is used to order and group together tasks that need to be completing before moving on to
the following step. This is used to group’s particular tasks together and plan in which order
they should be done. Many tasks can link within each other for example on the following
page we have produced a critical path analysis for the planning of auditions for ‘The DBS
Factor’ an example of a link would be that research, creating the PowerPoint and rehearsing
the assembly all create the final assembly which advertises the announcement of auditions
and awareness of the show.
1. - 50% deposit payments to
DUCTAC Theatre Dubai –
6,000 AED
2. Printing of tickets at Prints
Outs Dubai – 1,200
3. Final payments to
DUCTAC Theatre Dubai –
6,000 AED

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Critical Path Analysis
A CPA groups tasks and shows the sequence in which they must be completed. The CPA below shows the chart in which we are using as a class
for the planning of auditioning the acts for the talent show.
week 1 week 2 week 3/4/5 week 5 week 6/7/8/9/10 week 11
(October 25th) (November 1st) (November 22nd) (November 22nd) (December 27th) (January 3rd)
Key to Task’s
1. Research
2. PowerPoint production
3. Rehearsal
4. Announcement in
Assembly
5. Auditionslistcreated
6. Selecta suitable audition
room
7. Selectionasuitable time
8. Auditions
9. Short list
10. Announce finalists

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8.0 Target customers
What is customer service and why is it important?
Customer service is what an organisations offers to the customers which supports both
internal and external customers. Without customer service a business wouldn’t be run
correctly, organisations need to be well presented, polite, welcoming etc. to attract the
external customers and keep them happy. When the attitude and behaviour of the staff is
excellent then this creates good customer service towards the external customers because
they are being satisfied with a good quality service/product. Providing customer service is
important because it means that the customers are satisfied with the reputation of the
business. It can attract the customer to the organisation new or existing because if existing
customers are satisfied then they will come again and invite new customers. It can create
customer loyalty and customers can last a long time if they appreciate the organisation. For
the business it means the profit will rise with satisfied customers, it can also mean
expansion due to more profit. The internal customers are a part of this as if they offer good
customer service and get praised then they become more motivated and their skills
increase.
What/who are the customers?
For any organisation offering either a service or a product there will always be two types of
customers:
 External customers; companies, families, customers, states and society i.e the buyer
 Internal customer; colleges, management, supervisors, employees, staff, suppliers.
Any service needs customers for it to be a success, for the talent show we will be
investigating the two different types of customers and what their needs and wants are.
External customers
For ‘The DBS Factor’ these are the participants and spectators, there are two ways you can
identify the external customers and this is either demographically or geographically.
 Demographically – This will give you the age range as a target group. It may also
relate to the lifestyle of the customer
 Geographically – this would relate to the customers in your local area
‘neighbourhood’ ‘campus’
But you may know who you want your target market to be and you may specific about who
you approach;
 product positioning – This is knowing who your target customers are you can then
better market your event and advertise it; Under 18 basketball tournament – you
would need leaflets/adverts that are young, funky and related to the sport.

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For ‘The DBS Factor’ we have 2 types of external customers;
Participating Attending
Students 12 + (Secondary)
Younger Children (Primary ECA groups)
Teachers
Students 12+ (Secondary)
Teachers
Parents
Smaller children (brothers and sisters)
Grandparents
Foreign langue speakers
People with disability
We can also relate our target market geographically because it will be students and their
families of the Taleem School, Dubai British School.
There will be customers who have specific needs and these customers will be and the needs
they may have:
 Groups of people many want to be allocated together when seated in the show.
 VIP’s – Sponsors, Class teamparents & Dubai Autism Centre (Charity)
 Disabled Visitors
 Parents with young children
 Older visitors
 People with different cultural needs
We have decided that we will not allocate ticket buyers to specific seats with their chosen
group of friends as this can be very time consuming. The audience will be seated on a first
come first served basis so they can chose where they wish to be seated. This will also
include parents with young children. If there are specific problems the staff on the night will
be available to help the customers with their specific needs. The only specific seating will be
for the VIP which will be a selected row reserved for these people. There is also seating at
the venue available for customers who use wheelchairs. There will also be support for older
visitors in case specific seating is needed. The lights and sound will be very mild but as it is
as theatre show the audience will expect loud music and some effective lighting.
As for ‘people with different cultural needs’ we are a British school and follow the British
curriculum but we are still respectful towards the Muslim society. We expect that the British
members of the audience will be wearing respectful clothing because of being culturally
aware. The show is being held in the DUCTAC theatre which is a part of the Mall of the
Emirates; there is a policy of suitable clothing people should be wearing in any part of the
mall e.g. covering solders and knees. We have also taken the society into consideration with
the suitability of the act in the show all acts will be wearing appropriate costumes and there
will be no offensiveness in any act.

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Below could be some of the specific needs and wants from external customers excluding the
above:
Audience – Parents & children
 Value for money
 Easy access to staff that deal with their specific needs
 Facilities – toilets, smoking area, refreshment’s
 Baby changing facilities
 Disabled facilities
 Enjoyment
 Friendly well-presented staff
 Foreign speaking staff
 Access for people with disabilities
State and society
 Obeying the law that protects customers, employees and the environment – laws
have to be implemented to protect the customer and staff. Laws are put in place like
the minimum wage act to make sure staff do not get exploited and paid an unfair
wage for work carried out.
 Providing open records of what a team (school) does - so that everyone knows
whether or not it is taking advantage of them and using unethical practices. Dubai
Islamic form is needed to ensure that the Dubai Autism Centre receives the donation
promised and fraud is not used.
 Supporting the local community - It is good practice if an organisation supports its
local community by for example charity events.
Internal customers
For ‘The DBS factor’ these include the team, colleges, management, supervisors, employees,
staff, and suppliers. We need to ensure that we build good relationships between each
other. Specific internal customers include:
 Staff – Year 12 applied A-Level class
 Teachers – Mr Bentley (Business) Mrs Pugh (Leisure)
 School administrators: Accounts
 Event committee members – Nikita, Hayley, Katie, Ozge, Sarah & Sohaib
 Outside organisations, sponsors and companies; Dubai Autism Centre, DUCTAC,
Turning Pointe, Art Marine, PFA etc.
The most appropriate needs from these specific customers is to ensure specific good
customer service skills. We need to ensure that a good relationship is built if we expect
support from the external customers. Aspects of good customer service include:
 Communication skills
 Complaint handling

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 Making positive first impressions
 Proving customer information
These main aspects are taken from ‘Welcome Host’ which is a customer service training
scheme in the leisure and tourism industry. As this is a school event a lot of the support will
be voluntary but there will still be needs from specific groups:
Staff wants:
 Good working conditions; toilets, chairs, break area, clean store.
 Free entry to the event
 Someone to talk to
 Given clear information
 Good customer service skills advise
 Respect
Teacher/ School administrator wants:
 Clear knowledge of plans
 Respect
 Always be polite
 Good communication channels
Event committee members
 Ensure as a team we have respect for one another
 Good communication between one another
 Listen to one another’s opinions
 Be organised
 Positive relationships
 Good working environment
 Involve one another with major decision making
Outside organisations, sponsors and companies
We need to ensure we have positive communication between us as a team and the outside
organisations these are the internal customer who will be supporting our event the most;
sponsors, charity, and venue management. This includes when communicating on the
phone and through emails as the outside organisations will access politeness through
aspects;
 Use of surnames with adults
 Never chew gum when dealing with customers
 Do not use ‘slang’ language

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 Maintain eye contact
 Keep clam with customers especially in frustrating situations
 Have confidence when speaking with people
 Use good body language
Customer service research:
We decided to research an organisation that offers customer service. I decided to review
The policies and procedures of the cinema in IBN Battuta mall called Grand Cinemas; it is
situated at one end of the mall in the china themed court. I thought this was appropriate as
the customer service will be similar to a theatre show the only difference between the
organisations is that the cinema shows screen movies and not live staged events. I have
highlighted in blue how the particular types of customer service will relate to the talent
show.
Website booking tickets policy
I viewed the website for the cinema before
visiting as I needed to book my tickets
online. The company uses this to attract
customers to purchasing tickets before
visiting and being able to pre order tickets
and skip queues. The website is very simple
to use and does not take a lot of time to
purchase the tickets. It is usually adults,
parents using this systemwith a credit card
to pay online. This relates to customer
service because people can be guaranteed
they have tickets before visiting and
knowing that they won’t be let down.
I found this very easy and I was pleased I used it as the cinema was full at the weekend and
it guaranteed me and my friends a seat. For our event we will not be using online ticket
purchasing as we do not have the access to this type of technology. But we will be using a
Facebook web page people to review to receive information about the event, this will be
suitable as many young people use Facebook and can add the group to receive instant
messages about the event.
 Age policy
Within any cinema is an age policy this is because some films are not suitable for certain
ages. These ratings are known worldwide and every film has a specific rating depending on
the type and style of movie.

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Below are the ratings:
Many people under 18 are affected by this because of the age limitations. In the cinema
ticketing many younger people try to view older films but there policy is that if the viewer
does not like the age of the rating then ID is to be shown. It related to customer service
because people don’t want to see films they shouldn’t be seeing and especially parents do
not want young children seeing certain cinema material. The policy is to check ID if the
person looks below the age certificate for the film and to refuse entry if no ID or underage.
This is a legal requirement that the cinema had to follow.
For the talent show we will be ensuring that the acts are appropriate for all students so the
show would be rated as a U. There will be no inappropriate costumes or language or ensure
that there is no offensiveness.
 Toilets cleanliness policy
In any organisation toilets should be available with men’s, women’s, disabled and baby
changing facilities. In the cinema facilities the cleanliness is dealt with daily all day as there
are staff in the toilets all day making sue the toilets are clean and hygienic. The company has
this policy as it is a facility for people to use and they do not expect for it to be unhygienic
and unclean. The toilets I saw were very dull, simple and cold as they were downstairs so
this could be something for Grand cinemas to expand on, but I think having staff available at
all times is good as I knew they would be clean. This provides good customer service as it
offers baby changing and disabled facilities for certain customer’s needs. Also with there
being staff constantly in the toilet it tells the customer that the toilets are cleaned as much
as possible. Any organisation is required to have toilet facilities for both internal and
external toilets under the heath and safely regulations law.
The toilet facilities at the DUCTAC theatre will be controlled by the management at the
theatre. We have already reviewed the facilities and they are very adequate for the
customers, as they are constantly cleaned by a member of the DUCTAC staff.
 Seating guides
Grand Cineplex uses this on every door used in the cinema. The seating guide checks the
ticket for customers viewing and then guides them to the correct seating. This is good as it’s
very dark in the cinema and seating numbers can be hard to find, so customers a quickly
taken to their seats. This is monitored by the staff them self as they are monitoring the

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customers as they enter the cinema making sure it’s the correct screening for the film and
that the customers are in there seat. This also provides good customer service in case there
are any disputes about who sits where, there are staff to deal with the situation. The seating
guides will be wearing the same uniform as all the other staff.
For the show there will be no allocated seating apart for the reserved seating for special
guests. We will have staff available to allocate the seating to these guests. The other seating
for the audience will be organised on a ‘first come first served’ basis but if there are any
disputes about seating the friendly staff will be available. We will also ask the staff to
specifically help the other customers with finding appropriate seating; people with
wheelchairs.
 Uniform policy
In many organisations the staff having a uniform is a policy as it
creates an image in the cinema, the staff look smart and they
stand out in a crowd if a customer is looking for the staff. In the
cinema the policy is that the cinema staff have to wear a shirt
and trousers and a tie like in the image below. This policy could
be particularly useful for children because if they are lost they
may recognise the member of staff in the uniform.
The only really people that are effect by this is internal staff as
they have to wear the uniform at work. The external customers
like this as the cinema staff look professional and stand out from
people in normal clothing.
For the staff of the show we will ensure that all staff are in matching suitable uniforms. We
would like staff to be wearing smart black trousers and T-shirt we are hoping that we can
have specific T-shirts designed for the staff so customers can recognise the staff easily.
 Confectionary policy
In the cinema confectionary from outside is not allowed to be brought in and is only to be
purchased from the cinema confectionary shop. The reason for this being is that if the
products can only be purchased in the cinema then the cinemas profit increases. Another
reason could be that certain food shouldn’t be taken into the cinema for the convenience of
other customers; this could be because of the smell of the food or allergies.
There is a wide range of confectionary; popcorn, nachos, waffles, many fizzy
drinks, sharing bags of chocolate and more. The food wasn’t very expensive
and there were many size portions offered.

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The DUCTAC offers confectionary as they have their own confectionary shop which offers
the same food and beverages as a cinema. This is appropriate as the show will be 2 hours
long so customers will want snacks for enjoyment while watching the show. This will not be
our organising as this is already offered.
 Movie Guide
The Grand cinema movie guide has been published since 2003, It includes the latest news,
views and listings from the cinema entertainment industry. The GC Movie Guide is freely
distributed on a monthly/bi-monthly basis and can be found in all Grand Cinemas theatres
and can also be found in many malls, stores, cafes and communities in Dubai.
This is good customer service because it is a
product that customers can have to browser and
be informed off all the new movies, reviews and
advertisements. The guides are all very attractive
just like magazines with new monthly edition
covers and movie reviews. Also having the guide
in many locations is good because customers can
collect the free magazine while out at these
locations. Often people pick up the guide because
it attracts them and then advertising new films or
published advertisements to the customers which
is also good for the organisations as more people
are seeing it.
As our show is a one off school charity event we will not be designing a show guide. But we
will be offering customers a complimentary programme of the show this will include all the
information about the show, the charity, and the acts and thank you’s for the support.
Dealing with customers
Customers are one of the most important factors of a business. Some important quotes of
customer service include:
”If you make customers unhappy in the physical world, they might each tell 6 friends.
If you make customers unhappy on the Internet, they can each tell 6,000 friends. ”
JEFF BEZOS

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”Customers don’t expect you to be perfect. They do expect you to fix things when they go
wrong.”
- Donald Porter V.P., British Airways
http://www.leadership-tools.com/customer-service-quotes.html
It is important to provide good customer service because:
1. Repeat business as customer satisfaction
2. Good working environment – for committee members and customers attending
3. Positive relationships
4. Easier to deal with difficult situations e.g. complaints, accidents
For the DBS Factor we will be dealing with many internal external customers and
communicating in a particular way will become very important. Below the table shows how
the type of inter and external customers we will be dealing with and how we will be dealing
with them.
Internal/External
customer
Needs of communication
Appealing to
young children
As this is a talent show the tickets will be sld to many students within
the school, we need to ensure that we communicate well to attract
them to want to attend the show.
Also The staff need to speak very clearly and slowing and be patient
especially with young children.
Answering the
telephone
As a team we will be using the telephone to contact the internal
customers – sponsors, theatre management etc.
We need to be sure that we are polite; we listen carefully and are clear
when speaking on the phone.
Written
communications
We need to be sure that all written communications are presented
correctly. Internal and external customer will be able to access our
presentation through the way we commutate through writing;
Letters, posters, emails, texts etc.
Taking messages
for other
We need to be sure that we are organised when taking messages for
others if particular people do not receive messages this will represent
bad customer service and a lack of organisation.
Communicating
changes in plans
As a class teamat school we need to be sure that we keep a high
attendance if not we need to be sure that changes are communicated.
Sohaib in our team is only a part of the leisure class so he can often
miss important decision making in the business class.
Communicating at
the event
On the night we need to be sure to be appealing to the customers.
This will be by being very welcoming and informative about the show.
We also need to be sure that we thank contributors for their efforts of
supporting the event: sponsors, charity, DUCTAC.

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Why is it important to provide good customer service?
Providing customer service is important because it means that the customers are satisfied
with the reputation of the business. It can attract the customer to the organisation new or
existing because if existing customers are satisfied then they will come again and invite new
customers. It can create customer loyalty and customers can last a long time if they
appreciate the organisation. For the business it means the profit will rise with satisfied
customers, it can also mean expansion due to more profit. The internal customers are a part
of this as if they offer good customer service and get praised then they become more
motivated and their skills increase.
How can we provide effective customer service for the talent show?
Taking and replying messages
When an internal customer answers the phone to an external customer they should be
formal and polite by answering the phone by introducing yourself, your company and then
asking ‘How can I help?’ The employee should have a pen and paper or a computer,
emailing system, telephone book ready to take down a message and maybe even repeat the
message to make sure it’s correct. On the paper or computer should be the date, time, and
customer’s name also asking for the correct spelling, a contact number and detail of
message stated. If the message is taken down for another employee then this message
should be taken promptly to the busy employee and they should contact the customer
within 24 hours to please the customer. To go the extra mile for the customer then the
employee should use their initiative this could be created by; the employee calling the
customer and informing that the contact will call within a certain period of time and making
sure the contact calls the customer.
Health and safety situations
There are many ways of insuring health and safety in an organisation and preventing a
situation. For the talent show we will be producing risk assessments but it is possible that
other accidents can occur. The facility must be safe and customers can rely on this. Any
organisation should follow the legal requires otherwise companies can be taken to court if
they are not followed. All staff should be trained some including first aid training and they
should follow health and safety regulations. The health and safety of the organisation will
increase the reputation if known for its high use of health and safety and al regulations are
followed if not this could affect the organisation and its sales profits. Any health and safety
in an organisation will affect both internal and external customers.

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This image of the first aid logo and recognised by people who are
looking for the first aid in any organisation. Many people participate
in first aid courses and receive a qualified first aid certificate which al
medical staff should have. This logo should be very viewable to any
customer and attract them when being looked for in a situation.
Complaints
Why is it important to deal with complaints?
Dealing with complaints a customer has noted is going to satisfy the customer as it provides
good and effective customer service. The customer will be please to see that there
complaint has been improved and dealt with. It increases the reputation of the organisation
as it shows they are organised and willing to listen to customer and there need and wants
from the organisation. The feedback from customer is important as it can improve customer
service and the customer will be satisfied with the new improvement. It will develop a good
relationship between staff and customers because if the complaint is not dealt with then
sales and profits are affected and could decrease.
What is the best way to handle a complaint?
The complaint should be dealt with quickly and effectively i.e. immediately or within 24
hours depending upon the complaint. The complaint should be sent directly to complaints
department or person responsible. It should be recorded in a book, computer or anywhere
that it can be referenced back to. The company should reassure that the customer is being
dealt with and follow up with customer’s to insure that the complaint has been dealt with
and discuss the situation. To go the extra mile the organisation should offer Money off, free
visit, free meal as compensation. Another good was of offering customer service could be an
online form for customer’s complaints/feedback.
For the talent show we have produced a complaints record
sheet and on the night if customers feel they need to report
a complaint we will be sure to record this. But we will be
following the health and safety procedures of the DUCTAC.

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Non English specking customers
As we are hosting this show in Dubai it may be that for some customers on the night English
is not their first language.
How should you deal with non-English speaking customers?
The staff should listen very carefully to the customer and speak slowly so the understand
the reply. If staff does not understand the language then they should inform another
member of staff that may speak the language. Another way could be to use visual gestures
or write down information and use signs. Companies should have staff that know a few
different languages or have staff that even know a few simple words in different languages;
‘Hello’ ‘goodbye’ ‘please’ and ‘thank you’ to show that they have made the effort. They
could also use language dictionaries or online word translators so words can be translated
quickly.
Dealing with disabilities
How can organisations deal with disabilities?
There are many ways that organisations can deal with disabilities by improving facilities and
access. Many of these things include
 Ramps railings
 Disabled parking
 Disabled toilets
 Lifts
 Braille
 Easily visible signs and information at different heights
At the DUCTAC the theatre is easily accessible to enter from the car park (which also has
disabled parking) as it is all on one level and there are small ramps. Within the theatre there
are allocated spaces for wheel chairs to be seated. There are also disabled toilets available
and lifts to the 1st floor.
Staff should talk normally to customer, not as if they are stupid or as if they don’t
understand. The customers do not want to be made to feel as if they are different; they only
have different needs and require additional service. If they are in a wheelchair then the staff
should lower to the same level as the customer so crouch down to them and not look down
on them when talking. If staff is informed that a customer has learning difficulties then they
should use simpler speech and maybe slow depending on difficulty. If a customer has visual
impairment then clearly introduce yourself, explain yourself though the stages you are
explain to them. Ask them if they need a hand in help; “let me seat you” and place their
hand on the back of the chair.

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What interpersonal skills provide good customer service?
Appearance speech and behaviour to customers
As a team we will be very presentable in business style attire as we are the team that are
created the event and we will be presenting awards on the night. As for the staff they will
also be presentable in a uniform but casual as they should be comfortable.
This includes how an internal customer should present them self to an external customer.
The way you present yourself could be a first impression for a customer to the organisation.
The type of factors which are interpersonal skills which provide good customer service
include.
 Dress
 Personal hygiene
 Personality and attitude
Dress
Any internal customer should be well presented depending on the organisation;
 A personal trainer – Sporting clothing, trainers
but still presentable.
 Lawyer – smartly and formally dresses, suits not
lounge wear.
All staff should be have clean clothing, clothing ironed, smart and presentable. With hair
and makeup appropriate
The clothes should not be dirty, smelly clothes, ripped or UN ironed as this is UN
presentable for a customer and unapproachable.

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Hygiene
Staff in any organisation should have high hygiene skills as a customer doesn’t want to talk
to someone that smells, has dirty nails
 YES- clean, showered, clean mouth breath, not too much perfume aftershave
 NO- chewing gum, smoking, drinking, alcohol
Communication skills
With customers there is a strong use of communication weather it’s on the phone, face to
face, emailing or writing.
 Face to face – The staff should listen to customer, they should be happy and friendly
and stay focused at all times.
 Telephone – When on the phone to a customer the employee should listen carefully,
record all information and reassure/repeat to the customer then information noted.
To go the extra mile, contact the customer within a day of how the situation is
currently being handled.
 Written – All information should be recorded, it should be formal and well written so
it is understanding and the organisation should respond appropriately to customer
needs.
 Email – The same applies to email as to written.
Below the graph shows open and closed body language. Open being positive approaches
towards a customer and closed being negative approaches.
Open Closed
A smilingiswelcoming Frowninglooksunbothered
Standingupstraightshowsconfidence Slouchingshowsboredortiredness
Armsat side looselyorbehindbackshowsgood
posture andconfidence toa customer
Armscrossedis a negative approachasif the
customerisblockedout
Eye contact withthe customershowsthatyou
are interestedandlistening
Avoidingeye contactshowsalackof interest
Remainina comfortable positionshowsthat
youare not feelingawkwardornervous
Fidgeting,tapping,crossinganduncrossinglegs,
or movingfromfootto footcan show a nervous
feelingtowardsacustomer
Showinginterest Showingnofeelingatall
Showingconcern Showinglackof concern
Personality
In any organisation a good personality will create good customer service because customers
don’t want to talk to an unhappy, rude customer. If the staff have bad habits with their

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personality then it needs to be changed. No matter what the personal situation an
employee’s personality at all times should be;
 welcoming,
 positive
 friendly
 Happy
Going the extra mile
What is going the extra mile?
When an organisation is ‘going the extra mile’ it means they are providing excellent
customer service. They are thinking ahead or around an issue and the employee are using
their initiative. Examples of this could be, offering Money off, free visit, free meal as
compensation.
Procedures document and meeting
For the staff (students in year 12 applied) we arranged a meeting with the students who
were willing to volunteer on the night. We produced a document which will advise them of
what customer service we expect them to offer. From the meeting with the staff we have
informed them of their job roles and the customer service we expect them to offer as well
as offering them a policy and procedure document (this is presented on the following page).
A customer service charter will help guide committee members in dealing with customers.
We have produced a customer service charter for the event. These are 5 specific ways to
treat your customers/guidelines on treating customers on the event night. These are to set
good standards for the team members to follow:
1. Welcoming to the audience by being polite and addressing
2. Personally being presentable: Dress and attitude
3. Informative (If customers as a specific question then staff should be aware of what to
answer)
4. Organised – All staff should stay at their allocated job roles on the night.
5. Supportive – If there are specific problems; if a customer needs access using a wheel chair
staff should be of assistance for access. Or if a customer has a complaint this should be
immediately recorded.

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Welcoming Positive Friendly Happy
The DBS Factor
Staff
Uniforms:Blackschool trousersanda plainblackt-shirt
Start time:Needtobe at the DUCTAC Mall of the Emiratesat 5:30
Finishtime:The showfinishesat9:00 butwe wouldappreciate itif youcouldsupportafterthe show
by helpingpackup
JobRole:___________________
Notesaboutyourspecificrole:
What do we expectfromall of our staff?
 Welcoming to the audience by being polite and addressing
 Personally being presentable: Dress and attitude
 Informative (If customers ask a specific question then staff should be aware of what
they should answer)
 Organised – All staff should stay at their allocated job roles on the night.
 Supportive – If there are specific problems; if a customer needs access using a wheel
chair staff should be of assistance for access. Or if a customer has a complaint this
should be immediately recorded.

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Customer Satisfaction
Customer satisfaction, a business term, is a measure of how products and services supplied
by a company meet or surpass customer expectation. It is seen as a key performance
indicator within a business.
http://en.wikipedia.org/wiki/Customer_satisfaction
How can customer satisfaction be accessed?
For a suitable evaluation we need to ensure we access the customer’s satisfaction. As this is
a school charity event we do not hold any industry awards but we can research important
aspects and use them to support our event. These can include:
 Quest - Quality,Environment,Safety,Training
 Charter mark
 Investors in people
A useful guideline could be:
 Set standards for team members
 Devise a customer satisfaction survey with appropriate questions
 Present the results
 Decided criteria to access aspects of the event: yourselves, team, the event, the
show, communication, enjoyments etc.
Below shows a copy customer satisfaction survey/feedback form we will produced for the
show night we. This will be used for the evaluation of the event.

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11.0 Legal and working practiceconstraints
When staging an event there will be legal constraints. As a team we need to ensure that
legal requirements are met before staging the event. It is important that we ensure nobody
is put at risk during the event. As we are within the UAE we need to be sure to follow the
laws and legislation of the country. Two important documents that we have come across for
staging this event include:
 Dubai Islamic Form
This form is an important document as it is the agreement for the government to let us
host the event. The theatre we had chosen DUCTAC has asked us to present this form as
they would like to see that this is a genuine charity event. This document was not
needed for the previous year’s event as the chosen charity was not a Dubai based
charity. As our chosen charity is Dubai Autism Centre the government finds it very
important that there is a signed agreement that we will donate all profits to the charity.
This is needed to ensure that there is no fraud with the use of the name Dubai Autism
Centre to attract sales. The form we presented had to be signed by the event leader we
had chosen Mr Bentley our business teacher with a copy of his visa and passport. They
also needed a copy of the school trading licence as this is a school event.
Below is a copy of the Dubai Islamic Form:

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 DTCM – Department of Tourism and Commerce Marketing
The Department of Tourism and Commerce Marketing (DTCM) was established under Law
No 1 of 1997. This was another form we were asked to apply for and present for the
DUCTAC; this form is to apply for use of marketing an event within the press, and it an
agreement that the event being held can produce appropriate press releases before the
event is held. We would like to raise awareness for the Dubai Autism Centre but we do not
want a newspaper report before the event as the show is private and tickets are only being
sold private within the school. We were advised not to apply for this for our event as it will
be a private show and we will not be producing any press release before the event. But we
will hopefully be reporting the story of our event to the newspapers after the show to raise
awareness of what we have created as a team to support the Dubai Autism Centre.
 Contract with DUCTAC
What is a contract?
‘A contract is a legally enforceable agreement between two or more parties with mutual
obligations. The remedy at law for breach of contract is "damages" or monetary
compensation. In equity, the remedy can be specific performance of the contract or an
injunction. Both remedies award the damaged party the "benefit of the bargain" or
expectation damages, which are greater than mere reliance damages, as in promissory
estoppe.’
http://en.wikipedia.org/wiki/Contract
As we are staging the event at a local theatre it is important that we have an agreed contact
between us and the management. This is an important as it is a signed agreement between
our team and the management. This document includes all the details and costing of the
event, procedures within the theatre building, insurance, marketing, regulations, force
majeure, confidentiality, and a conclusion. This is a legal document as if any disputes
between our team and the theatre company are raised the document holds the signed
initial agreement.

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12.0 Pre carrying out the talent show event (should this be here or
earlier?)
1.0 Auditions
As this is a talent show event there has been a lot of planning before the event and meeting
and auditions held for students to take part. At the beginning of planning this event in the
first assembly we used a presentation that would attract students to sign up.
Every morning we visited form class rooms to ask if students would like to sign up. Over all
we had over 24 auditions sign up on the sheet but not all students turned up to audition or
decided to not want to audition. Below is a copy of the sheet that was used for the auditions
to sign up.
Auditions were held in the drama rooms within the school for the month of November most
lunch times for 2 weeks which gave the students and opportunity to perform. We sent slips
to the students which stated the time, date and location of the audition:
Please can you come for an audition on Tuesday 16th December at lunch time 1:00 in the
basement, Thank you and good luck!
The judges at this audition were our team (Nikita, Katie, Hayley, Ozge, Sarah & Sohaib) as
we felt we should decide which students would be most suitable to suit our show.

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On the following page is a copy of the table which show’s who we decided would be suitable
for the show. We tried to select a variety of acts covering all year groups to attract the
whole of the secondary to attend as an audience.
Singers
Dancers
Musicians/Acts/other
Dario VanDer Linder 9D Guitar 
Jacob andBen 10S Band 
Klaus 10S Drums 
Jonathan 11B Piano 
GeorgiaGroup 7S Acting 
Quincey 13 Singing 
Sami 13 Singing/dancing 
All of the studentswere verytalentedbutwe couldonlychose upto 10 acts to perform.Withinthe
followingweeksthe line-upbegantochange because studentsdecidedthattheydidnotwantto
participate orcouldnot because of othercommitmentswhichmeantwe putthroughotheracts.
HollyH 9 Singer 
Robyn 11 Singer 
Emma 10 singerandguitar 
Kirsty - Singer 
Coral - Singer 
Nadya 7D Trio Singers 
Sami H andSophie L 11B Singingpair 
Becca Moore 13 Singer 
ElliotByrne 9D Singer 
VictorR 9D RobotDance 
Quasim 10D BellyDancingArabic 
Patyand becca 10D Dance 
Adam 11S Dance 
Harriett 7S Dance 
Freya 7S Dance 
Bara 7D Dance 

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We announcedwhichstudentswouldbe inthe show atthe beginningof Januarywhichwaslater
than we expectedbecauseof late decisionsasteam.
2.0 – Rehearsals
Throughout January all acts were privately rehearsing in their own time. We only held one
practice within school before the show to inform the acts of what position they were on the
running order of the night and for them to show us how much they have rehearsed. We did
not rehearse any more (until the night) as it was up to the acts to practice as they were
competing.
There was also a rehearsal every Thursday for the teacher band ‘Manic Street Teachers’ this
is the teacher band which will be performing.

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Judges
As the show is the theme of the UK ‘X-Factor’ we decided we needed 4 judges so we asked
particular school teachers who could fill the role of the famous judges because of their
personality:
 Simon Cowell – Mrs Moore
 Louis Walsh – Mr Fenwick
 Danni Minogue – Mr Pennock
 Cheryl Cole – Mrs Kelly
The judges on the night will be
given judging criteria to mark the
acts. Each act is awarded up to 60
points this included being marked
on: Overall performance,
audience response, stage
appearance, originality, &
personality. The overall result is
the result from all judges added
together.

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12.0 Conclusion to feasibility ?????????

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Section C; Staging the event
The night of the show had come and our months of planning and organising of the event
where finally taking real action. The show night was 8th February 2011 and was held at the
DUCTAC Theatre Dubai. Over 350 tickets had sold by final time 3:00pm on the day of the
show the audience consisted of students, parents and teachers. The show was a huge
success and we feel our efforts as a team really had produced a great leisure event.
The day consisted of:
 Morning: 8:00am – 2:00pm – Organising and finalising check-list
 Afternoon: 3:30pm – 6:00pm – Rehearsal at the theatre
 Night: 6:30pm – 9:00pm – ‘The DBS Factor’ Performance
After months of identifying and planning different aspects of the show we also had to relate
some aspects to the final areas of performance of the show night.
Morning
Throughout the morning we continued to finalise the plans for the show and ensure all tasks
where complete. Because of time management and planning our morning was very slow
and we were ready to begin setting up at the theatre.
 Administration/Operation
For the night of the show we created one folder which held the main full checklist and every
document needed inside this included:
Act contact details
Staff job roles
Contract (collect on the night)
Light and sound plan
CD of act music
Running order Final
Risk assessment
Programme for audience X 350
Ticket purchasing form
Dubai Islamic Form – Email Farhan
Questionnaire for audience X 350
Complaints form
Certificates
Reserved seating
Judging Criteria, final sheet & envelope
Evaluation chart of staff
Act feedback forms/written statements about the show

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Prize vouchers
6000 AED final payment for DUCTAC
All six of us within the team ensured we held one of each document from the above so we
could instantly check if information was needed. We also had check-lists for other resources
we needed and we ensured they were all loaded into the cars before leaving the school to
the theatre.
Between one another as a team our main source of communication was ‘Blackberry
Messenger’ this is a service the blackberry smartphone provides which offer quick instant
communication through a chat. This really supported our team as both within school and at
venue they were very large and at particular times we were all in diffract areas.
I feel as a team we were extremely organised before the show and was following time-
scales effectively as we had planned and ensured we kept to check-lists.
 Legal
We ensured that all legal aspects where covered which included the Contract with the
theatre and the Dubai Islamic Form. Regarding the contract this was presented to us before
the show to read through and agree to the terms and conditions. Many of the legal aspects
where covered by the theatre and it was there duty to ensure we followed the rules. When
we paid the final 50% of the costs of hiring the theatre the final signed contract was
presented to us. Also once Farhan from Dubai Autism Centre had arrived he delivered the
final signed Dubai Islamic Form which agreed to us holding the event to raise funds for the
charity.
 Health and safety
At the DUCTAC theatre the health and
safety procedures where in places to
access this we used a risk assessment and
checked the contract for the procedures of
health and safety. The images shows one
of the photos one of the many fire
procedures which are allocated on the
walls around the building.
Fortunately we did not have to face any accidents that related to the health and safety of
any customers and needing the attention of first aid or an ambulance. We did have a risk
assessment in place which ensued we covered checking for possible hazards.

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Step 1
• Identify the hazards
Step 2
• Decided who might be harmed and how
Step 3
• Evaluate the risks and decided on precautions
Step 4
• Record your finding and implement them
Step 5
• Review your assessment ad update if necessary
 Risk assessments
‘Making reasoned judgments about the risks and extent of these risks to people’s health,
safety and security, based on the application of information, which leads to decisions on
how risks should be managed’
Before the event is held it is important to carry out a risk assessment to recognise possible
risks and plan to prevent them from occurring. Below are the stages in which risks are
identified:
For example steps 1 ‘identify the hazard’ this may be danger of loose cables and wires. Step
2 ‘decided who might be harmed and how’ this will be the acts, teachers and staff on the
stage. Step 3 ‘evaluate the risks and decided on the precautions’ well for this risk the level of
the risk would be a 3 () as there will be
What are hazards?
These are anything that can cause harm, such as injury to someone. Examples commonly
found in the leisure industry would be slippery poolside tiles, equipment stored badly in
corridors and unfinished repair work
On the night of staging the event we will be using the risk assessment as a check list to be
sure that we have covered the checks appropriate to make sure risks do not occur. Below is
a table of the potential risks we have identified.

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Rick assessment and event night check list
Potential Risk Stakeholders Affected Severity of the
hazard
(1= slightly
harmful
5 = extremely
harmful)
Likelihood of
hazard
occurring
(1=less likely 5
= very likely)
Risk
rating
Measures to be taken to reduce risk Event night
check list
Danger of
loose cables
and wires
Customers
Acts
Studentstaff
2 4 6  Make sure all loose cablesacrossthe
stage are tapeddown.
 Ensure that the backstage istidyand no
spare cablesare leftlyingaround.
 Informall usersof the stage to be aware
of loose cables:acts,backstage staff
Tripping up or
down the
foyersteps
Customers
Staff
2 4 6  Make sure foyerstaff informthe
customersaudience) tobe careful onthe
stepsandholdthe handrail.
Fire All stakeholders:
Acts
Staff
Audience
Teachers
Etc.
5 1 6  Ensure that all fire exitsare illuminated
 Informall stakeholdersof howto
evacuate incase of an emergency
offering.
 Informall smokingstakeholdersthat
smokingisforbiddenwithinthe building.
 Have a memberof backstage staff check
the changingroomsfor electrical itemas
whichmay have notbeenswitchedoff.
 Checkwiththe DUCTAC that all fire
extinguishersandfire alarmsare
working.
 Make sure that no fire exitsare blocked.

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Acts
possessions
stolen
Acts
Parents
1 1 2  Provide asafe bag for all possessions
whichacts wishto be storedawayif they
are valuable;mobile phones,iPods,
jewellery.
Acts suffering
from panic
attack
Acts 3 1 4  Remindactsto provide themselveswith
plentyof waterandfood.
 Make sure there isa calm atmosphere
backstage
Cancelation
of venue
All stakeholders:
Customer(audience)
Acts
Studentstaff
Etc.
1 1 2  Make sure the depositissecure and
secondinstalmenttothe final payment
has beenpaid.
Non-
appearance of
acts
Customers– audience 1 3 4  We will have registerstomake sure all
acts are inschool on the day and not
absentonthe shownight.Fromthiswe
recognise if anact is missingandcan
immediatelycontacttheminadvance.
 We will have all contactdetailsof actsin
case of a problemoccurringand we need
to contact themto discussthe issue.

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Afternoon
 Rehearsals
Two weeks before the show we did hold and afterschool run through of the show with the
acts but the afternoon before the show night we had 2 hours for an opportunity to rehearse
on stage and organise the sound and lighting. The rehearsals where very stressful as we had
to run through them as quick as possible the sound and lighting took a while to organise on
the computer in the technical suite and there was a lack of communication as people like
the acts and backstage support where working faster than the technical management.
The advantage’s where that we had an opportunity to meet with the managers of sound
and lighting to organise the running order and style of each acts performance with lighting.
Also the acts had the opportunity to perform on stage and test the sound especially the
singers and musicians who needed microphones.
The disadvantages where that we did not have enough time to run through a whole
performance of each act which meant it was very rushed and could have possibly effected
the show night performance. We could have improved by hiring the venue for the whole
day to ensure we perfected the run through but we couldn’t cover the costs of a whole day
hire.

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 Human resources
Throughout the afternoon we also dealt with many other internal and external customers.
This included:
DUCTAC Management – When we first arrived we had to pay the final payment for hiring
the theatre and we met with the manager once or twice as she checked everything was
running to schedule but overall for most the night we did not see the management or use
many of the staff e.g. ushers as we decided to use our own students from school as staff.
Technical support – Throughout the whole evening during rehearsals and the final show we
had to have the technical support as we did not have training to understand how to use the
sound and lighting system. But Sohaib did sit with them to ensure they had a correct
running order.
Dubai Autism Centre – As our main charity we asked for them to bring a donation box and
banners for the audience to recognise and donate to. But when the marketing organiser
turned up he had a huge display and sales table which was great as it was more recognisable
in the main foyer. When Mr Shahid arrived with his 3 other guests I took them to their
reserved seating to enjoy the show and we also ask Mr Shahid to present the awards on
stage.
Staff – For the talent show we decided it would be appropriate to use year 12 applied A-
level students so they could experience the show and understand what they should produce
in the following year. We did meet with the students to inform them of what customer
service we expect and organise their job roles.
The staff turned up at 5:30 which unfortunately we realised was later then we needed
them. I think the staff performed really well and covered our criteria of offering good
customer service but as a team we did not organise them enough on the night. Below is a
table of a review of each member of our student/teacher staff support.
Person being
rated
Role being
assessed
Grading and
comments (1 =
poor; 5 =
excellent)
Comments
Natasha
Crawford
Front of house
(ticketcheckand
welcoming)
3 Natashawas a great helpoutthe frontwithcollecting
ticketsandgreetingcustomers.ButIfeel theycould
have undertakingothertasksasthisonlycoveredthe
beginningof the night.
CharleyAntliff Front of hour
(ticketcheckand
welcoming)
3 Charleyagainwasa greathelpoutthe front with
collectingticketsandgreetingcustomers.ButIfeel they
couldhave undertakingothertasksasthisonlycovered
the beginningof the night.

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Chloe Baker Organisingacts 3 Chloe wasworkingbackstage butshe didverylittle
comparedto Alex andTom.
Jasmine
Burleigh
Girlschanging
rooms–
backstage
3 Jasmine didnotfulfil thisrole asonthe show nightwe
feltitwas unsuitableforhertohave to be backstage as
it wasusuallyempty.Insteadshe wasatthe frontof
house.FromwhatI saw she was verywelcomingasshe
doeshave a friendlypersonality.
AunYamamoto Boyschanging
room – backstage
- Aundidnot attendas he was absentfrombeingill.
ShavezGidwani Leaflets&
questionnaires
(Place onseats
and collection)
2 Shavezdidnottake onthisrole as before the showwe
had plentyof time toorganise the leafletsand
questionnaires.Butwe shouldhave organisedtouse
himat the endof the show to hand out pensfor
customerstofill inthe questionnaire andcollectthem.
Insteadhe wasin the soundand lightbox watchingover
the planbut I feel itwasunsuitable tohave himthere as
he missedthe mainrehearsal sohe wasjust watching
overand not involving himself.There unfortunately
where otherjobsthatneededcompleting.
Dubai Autism
Centre
Donationbox 5 The stand theypresentedinthe mainfoyerwasgreat.
There where banners,adonationbox anda salesstand
for merchandise.
Alex Farlane Stage helpers
(carrying
equipment)
5 Alex wasfantasticsupportback-stage andwasvery
willingtoparticipate bysupportingthe equipment
organisationandorganisingacts.
Tom Hopwood Stage helpers
(carrying
equipment)
4 To was veryhelpful ashe wasfollowingthe running
orderand ensuringall actshad any equipmentthey
neededonstage at particulartimes.
FraserMurray/
AustinOld
Videorecording 5 We usedthese twostudentsbecause we knew theyhad
experience with filmingandproducingDVD’sof events
inschool.Theybothdid a greatjob of filmingthe show
and we hope to see a greatDVD.
Mrs Crawley Photography 5 The photosshe took where fantasticMrsCrawleyisthe
school photographerforall eventssowe askedherif she
couldphotographthe show.She wasgreat as she was
there throughoutall rehearsalsandthe show.

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Night
 Running order
For the show we created a running order to ensure the show was structured. This is
a typical document used to organise a theatre show for everyone to review their
position and order This helped to organise the show in many ways as it was used for
everyone to understand there place during the show e.g. the stage crew where
informed when to collect instruments from the stage. The acts knew what place they
were in the show. Mr Bentley our host for the evening remembered titles of acts.
The technical crew knew what order music and lighting should be etc.
Below shows the running order we used.

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 Marketing
The marketing was the main factor which attracted the students to purchase tickets
to attend the show but we also had to ensure that our theme and creatively was
involved with the show. This included creating publicity, sponsorship, a guest list,
press, and a programme for the show.
Programme
As this is a theatre show we thought it would be important to create a programme
for all the guests of the evening to be informative of the show. The programme
included information about the charity, the applied class team, the running order of
the show, the judges and thank you’s to our sponsors. This also relates to offering
good customer service as its offering information to the customers.
Below shows a copy of the programme we produced, this was created using
Microsoft publisher and we printed the programmes in school to cut the costs of
industrial printing.
Press
For the show we decided to invite press and we also produced a press release as we
felt we should inform the community of what we have achieved and how we have
raised money for our chosen charity. This also created awareness of Dubai Autism
Centre as it is informing people of the charity and what it involves. The following
page shows images of the websites which reported the show including: Dubai Autism
Centre, Dubib News, Gulf News (Newspaper article & website report) and the eye of
Dubai.

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Dubai Autism Centre Eye of Dubai
Dubib news online
This image shows the report
from the Gulf News which was
only a small article but it was on
page 4 and was simple but
informative of the show and
what was involved.

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Throughout the rehearsals in the day and evening performance Mrs Crawley was our photographer for the evening as she covers the
photography for any events held by the school. This will be used for after show marketing: press releases, they will be included on the show
DVD and placed on the ‘DBS Factor’ Facebook page.

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 Target customers whats this bit???
Dealing with customers
Guest list (Reserved Seating)
Mr Farhan Shahid
Judges – Mrs Moore, Mrs Kelly, Mr Fenwick & Mr Penock
 Judging and acts performance

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As our show was a talent show we created it to be a competition, we had 4 judges on the
night which used a judging criteria to rate which act they believed was the best. Below I
have shown which acts won the show and how they performance of each act ran.
1st place - Holly Humphreys
Holly is a well-loved student within the school and is very
committed to singing lessons. She had in the past performed in
front of the school because of her classicalstyle of voice. Holly
entered the show last year but unfortunately did not make it to
the top 3. This year she blew the show away with her
performance of singing memories from the Broadway show
cats. Holly did not make the pre-show rehearsal because of
other school commitments which meant she had no
performed on the stage before! She was the last to perform
and her performance ran very smoothly with no sound
problems.
2nd Place - Jonathon Hanna
Jonathon did not enter the auditions which we were shocked about because his
performances of playing the piano on school in the past have been breath-taking. So
instead we found him and asked him to perform in the show because we knew it offered a
different style. Unfortunately we could not
afford to hire the grand mini piano from
the theatre because of the extortionate
price. But we did use the schools piano
style keyboard which the music teacher
also used in the teacher bands
performance. Fortunately this still worked
for Jonathon and it didn’t affect the
performance. Jonathon chose to present
his own piece of music on the show night
which he was worried about but his efforts
and passion of playing music supported
him on the night as he came 2nd.

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3rd Place - Rebecca Moore & Michael Rowell
This act was different as when we
auditioned it was only Rebecca but in
following weeks Michael then joined
alongside to play the guitar to the
acoustic version of Justin Timberlake.
Unfortunately in the first school
rehearsal Rebecca and Michael
where not prepared but on the
pre-show night rehearsal there
performance was much more
smooth. When the two
performed on stage Michael
played a wrong note on his guitar
which confused Rebecca fortunately she was very
professional and just quickly stopped and started again I think
because of this the judges supported there decision to carry on.
Freya Crawford & Blanca Pamias this bit need work???
This group was two of our youngest students in the show
Emma Hentchel
Victor Reshetnikov
Robyn Hunter
Patty Currall & Rebecca Hewitt
Samantha Hutchinson
Jacob Jowitt & Ben Ramshaw

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Final accounts
After the show it was important to update our finance and produce the final account for the
show to review ourselves in relation to sales.
Profitandlossof talentshow
Whenlookingatthe profitand lossforthe dayof the eventitself itwasanoperatinglossaswe did
not sell enoughticketstocoverall costs. But outprojectitself overallwasanoperatingprofit
because of otherincome used.
The table belowshows the costsincludedforthe dayof the eventandhow we made a loss.
Turnover 13,040
Directcosts 0
Gross profit 12,640
Indirectcosts
- Theatre 12,000
- Tickets 1,200
- Prize 1,000
14,200
Netprofit (1,060)
But belowshowshowoureventwent fromandoperatinglosstoan overall profitandthiswas
because of the use of otherincome.
PFA 1,000
Initial money 6,527
Fundraisers 468
Fundraisers 3640
Donations 200
(1,000)
Total 11,835
The bit belowneedto be finished
 Operating profit
 Total project profit
 Profit and loss chart
 Break event chart

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 Cash flow comparison
 Evaluation of the finance

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Section D; Evaluation on performance of the event
 Personalevaluation
 Reviews/feedback
 Team evaluation
 Recommendations/suggestions for improvement

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Event evaluation
Throughout the planning and staging of the event we have been evaluating one another
through peer and self-review and our teachers have been assessing us.
Personalevaluation
The following questions support my personal evaluation of how I contributed towards the
event, what problems I faced, what my strength and weaknesses where and how I can
personally improve.
 What was your contribution before, during and after the event?
My main job roles were finance, results/presentations and as a team we all contributed
towards marketing. From the beginning of the planning this event up until staging the event
and after the event, I have participated in many ways, not only within areas of my own job
role but contributing to support others within my team.
Before the event (planning stages)
I was always very keen to support my ideas toward the event I was always very open and
inputting idea and opinions into the meetings as well as offering to sit back and let others
contribute while I took the minutes as a record or listened to others while I was the
chairperson. During the planning a lot of visit took place to the possible venues, the theatre
and our charity school Dubai Autism Centre which I was always very willing to attend. My
organisation skills are a strong positive factor for me as it supported the administration;
taking phone calls, checking emails daily and I was always keeping to-do lists to ensure that
all tasks were being completed. As part of the marketing I imputed by creating a Facebook
‘Fan page’ for our target audience which is students in the school to join, on this page I was
constantly updating photos, important messages, and advertising the ticket sales to
students. I also created posters and a team ‘DBS Factor’ t-shirt. One of my main job roles
was Presentations/results this was mainly related to staging the event and presenting the
award to the acts which were certificates I produced but I used this job role to create two
effect assembly presentations as part of the marketing of the show, this consisted of
videoing all the acts and photographing the rehearsals. As our charity was Dubai Autism
Centre we felt it was important for the show to be placed into the press to raise awareness
of the charity and how as a class teamwe have contributed with producing the show. I
produced a press release which was then sent on to many different newspapers within
Dubai.
During the show (staging the event)
Throughout the day of the show most aspects were running very smoothly, I had created a
tick list and had a folder which held all the documents we needed ready for the night so we

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were very organised. During the main rehearsal I was supporting Sohaib in the sound and
lighting box to ensure the show was in correct order. I also met with a member of the Dubai
Autism Centre to guide him where to set up his donation stand in the main foyer. Then
before the show started I met with all the judges and guided them to their box seating and
explained there procedure of judging for the show. I then met with our sponsors who were
5 members from Dubai Autism Centre and guided them to their reserved seating. During
the show I was again mainly in the sound and light box, but at particular times I was
backstage ready to introduce the teacher band as our main host of the night was Mr Bentley
who was also staring in the band.
After the event
Even after the show there were still many tasks to be completed. Now the show had been
staged I had to send forward photos of the show to the press so they can be included with
the articles. I also collected feedback from the acts as we can evaluate from a performers
opinion. I also visited the accounts office to check the total from ticket sales so as a teamwe
can produce our final accounts.
 How well did you carry out these jobs?
I feel that because of my input to ensure that the show is a success I have effectively carried
out these my main job roles and other tasks. I think within the team because of my style of
personality and enthusiasm I have shown leadership skills because of my organisation, but
the weakness of this could have been that I may have taken on to many job roles or tasks
and others in the team may have felt that they were not contributing enough, which I
should remember to involve others more. There were problems that I faced but I would
always quickly try to find a solution to them for example, I was planning to have the t-shirts
created for the team which was time-consuming designing and contacting the printing
company. Unfortunately we then decided that we should keep our money because of low
finance at a particular time so planning this type of marketing was time lost. I feel that my
input towards the marketing and results and presentations job role was stronger than my
finance job role because of creative skills and also because the finance was kept organised
with the support of the accounts office at school.
 What where the problems you were faced with and how did you overcome them?
Throughout all three stages I faced problems but I feel they were very minor and were
overcome. Fortunately I or my team did not face any major problems like some we had
researched in our contingency plans and the risk assessments.

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Before the event (planning stages)
During the planning stages especially at the beginning I would say that my organisation was
not as strong, there were times where I would forget to complete as task and they would be
completed later e.g. talking to a particular teacher regarding holding fundraisers. Also
before the event included the auditions of the show I missed two auditions from being off
school and I feel that I personally and as a team we were slightly unorganised planning the
auditions as they were still being held later then our timescale. I feel that as the planning
increased and I began to understand how to keep timescales, diaries and to-do lists my tasks
and jobs were carried out much better and effectively. As I was organising emails I feel one
main issue was the communication with DUCTAC Theatre Management, they were very
slow and unhelpful as they did not keep organised with our booking. This caused us to
become held back with payments and organising the Dubai Islamic Form, but fortunately
this was sorted within the last 2 weeks before the show with constant reminders and emails
to the management. Another problem was that we could not afford the t-shirts after all the
planning to have them printed because of low finance within January as our ticket sales
where late.
During the show (Staging the event)
I feel that I really supported the organisation of the day before the show night because of
having everything prepared which gave a smooth running morning. I was mainly in the
sound and lighting box especially in the rehearsal before the show as the show needed to be
placed into correct order, within this role I faced communication problems because people
on stage where rushing but the sound and lighting took time to organise on the computers
which meant a lot of rushing back and forth from the technical box to the stage. But I feel
that I personally had no job role on the night of the show, as a team we had organised
everyone; acts, judges, staff etc. but our selves. I completed many tasks and faced problems
which included: when I guided the judges to their seating box the judging criteria and prizes
were placed in the wrong seating box which then involved a lot of rushing to find them. I
also had the microphone switched on mute the first time I was on stage which meant some
of the audience could not hear me. I feel that I was completing tasks spontaneously, I think
as a team we should have organised each other to certain areas of the show. Also after the
show everyone left very quickly and it became unorganised I did not see the acts to give
them the feedback form and say well done for their effort, and many rooms where left
unsatisfactory for us to leave which meant me and two other girls quickly tidying over the
changing rooms and backstage.
After the event
The only problems after the event where that I faced emailing issues sending large
resolution photos to the Dubai Autism Centre which was very time consuming but this was
overcome as when we used a teacher account for the third try an email stated that the

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inbox of the recipient (Dubai Autism Centre) was full which then I contacted him about this
issue. Also as we did not ask the acts on the night to fill out a feedback from I had to email
them the questionnaire which fortunately they all replied.
 How well did you keep to deadlines?
I feel that I kept to deadlines very well, I used electronic and notebook diaries to keep
myself informed. I also used to-do lists to ensure I remembered to complete all tasks. I feel
that throughout my time planning and staging this event I have increased my organisation
skills and time keeping.
 What were your strengths and weaknesses? How did these impacts upon the
performance of the team?
My strengths where that I had a lot of passion of this event to succeed which meant I
became very dedicated and willing to achieve the aim’s especially wanting to raise money
for our chosen charity and worked tirelessly to ensure we held a great event. I feel within
the team we all worked very well together which was really positive and this was one
strength for me because it offered additional support. For example when I was beginning to
finalise the Dubai Islamic Form I struggled because of inexperience of speaking Arabic,
luckily I had support from Ozge who took over finalising the task because of her language
skills. From my dedication I feel I imputed in all aspects of the event and have experienced
organising an event from many angles. Strengths of mine include organisation which
supported the administration and within the team I feel I became a strong team leader
because of my characteristics which relate to being a team leader including, achieving a
task, managing a team and managing individuals. I feel as if I could have been a team co-
ordinator as I always identified goals or tasks to be completed and encouraged others to co-
operate. I feel that I had naturally taken on a leadership role as I began to persuade team
members to fill tasks, I built a stronger relationship with team members, and I did at
particular times take control of jobs to ensure they were completed to make sure we were
also following our time scale.
But this leadership impact could have been a weakness as I think at times this caused
tension with myself and team members. My increasing motivation was higher than other
team members which meant there performance at times was slower and more ‘laid back’ I
believe team members may have found my characteristics intimidating as I can take control
and maybe at times more then I should. I enjoy working in teams because of the sociable
approach to working, the creativity of a larger team and the support but I feel myself I work
better as an individual.

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 How could I improve upon my weakness?
I don’t think I could say that I will not be a leader of a team in the future as I feel that was a
natural approach but I do think that in the future when completing tasks within a team I will
take into consideration the weaknesses of my impact on the team of undertaking a
leadership approach and realising that I times I should offer tasks to others to complete as
additional contribution.
 What improvements could I have made? How could these improvements have
helped? What would have been the benefits?

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0
2
4
6
8
10
12
14
16
How did you hear about the
DBS factor?
0
10
20
30
Great - 1 2 3 4 Poor - 5
How would yourate the DBS
Factor?
Audience results
To assess the service towards the customers at the show we handed out questionnaires
within every programme. We only asked 3 questions and left a comment space for opinions
this was so the questionnaire was short and simple for the audience to answer but to ensure
our questions would offer a range of answers. Over 300 people attended but from this we
only received back 25 this may have been because we did not have staff waiting and asking
for them to be collect at the doors as the audience left.
1. How would you rate the DBS Factor?
From this question we used a scale from 1
(great) – 5 (poor) we can see that 23/25 of the
audience through the show was great which is
a really positive result because it shows that
they enjoyed the event and there was not any
negative feedback.
2. How did you hear about the DBS Factor?
This question was used as it can assess the
marketing as these are the ways we advertised
the show for the target audience to attend. The
results from this question where higher as the
audience answered a multiple choice. From this
chart we can see that the main way our
customers heard about the show was through
family and friends which would have been people
talking about the show which is indirect
marketing. But for people to talk about the show
they would have seen or heard a type of direct
marketing which is all the following choices. The
second highest results was posters then assembly
and emails then the newsletter which shows they
may have been effective as people recognised the
show through these types of advertising. These
results show that the letters in registers may have
been ineffective as there were no results.

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0
5
10
15
20
25
Great - 1 2 3 4 Poor - 5
How would you rate the
customer service?
3. How would you rate the customer service?
We asked this question as a feedback as it relates
towards the staff as they were managing the
audience and offering the service to customers on
the night. As you can see in the graph 21 people
chose great this shows that we offered excellent
customer service. The remaining 3 people stated
lower ratings but they also left comments which
related to why this may have been including: No
pens where left for the audience to fill in the form.
After the three main questions we asked for any
other comments from the customers the results included:



 This bit need finishing

A questionnaire can be very valuable to evaluate an event from the customer’s opinion. I
feel our results were very positive but unfortunately we did not receive as much feedback as
we had wished which could have caused inaccurate results.

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Acts questionnaire results
To also assess the show we asked all the acts to answer and
different questionnaire so we can assess their experience at the
event. We did have questionnaires printed for all acts to fill in
at the end of the show but we unfortunately did not organise to
meet with them and most acts left early. Instead we emailed
the questionnaire to the acts through Facebook (as shown in
the image) as it direct and it is less time-consuming then finding
the students around school.
The questions included:
1. On a Scale of 1-5 how much did you enjoy the DBS factor experience?
(1- being Great, 5- being Poor)
It was important to consider the acts as
they are also our external customers. These
results shows that the acts who took time
to support our event did enjoy the
experience of taking part in the show as all
results are positive ratings.
2. How did you find the talent show was organised?
It was important to include this question as his can
evaluate our performance as a team because the acts
where also effected by the organisation and planning of
the event.
Again these results are positive and shows that we
produced a show that was well organised. However, I
felt there was a significant difference between great and
good. I feel that these results could be inaccurate and
this may have been an error in the questionnaire of the
order as it was stared from poor increasing to great and
‘good’ is more positive then the work ‘better’
0
5
10
1 Great 2 3 4 5 poor
On a Scale of 1-5 how much did
you enjoy the DBS factor
experience?
0
1
2
3
4
5
Poor Okay Good Better Great
How did you find
the talent show
was organised?

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0
5
10
Yes No
Did you find the
organiser
approachable?
3. Did you find the organiser approachable?
It is really important that as a team we were approachable
to the acts as we were constantly communicating with them
regarding information about the show.
It was great to see that all the acts felt that we were all
approachable as it shows that we may have achieved
building a good relationship with our customers.
4. Did you think the audition process was good?
This again was a useful question for evaluating as it
relates to our organisation and planning.
Most acts felt the process was good, unfortunately as
a team we felt this period of planning was a weakness
as it was unorganised. One answer stated ‘Not sure as
did not go through it’ this was because one act was a
recommendation to perform from our school music
teachers so because of last minute planning we
decided not to audition which could also be classed as
unfair selection.
5. What do you think we can improve on for next time?
(Comments from the acts)
0
1
2
3
4
5
6
7
Yes No
Did you think the
audition process
was good?
Ben: Longer rehearsals as
they were rushed so sound
and lighting were not
completely set up correctly
Holly:I thinkwe should
involve more schoolsin
Dubai as it wouldraise
more moneyandattract
more sponsors.

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Another comment we received was from Rebecca Moore she wrote and overall personal
comment about her experience at the show:
‘I think the talent show went very smoothly and was
very professionally organised. I really enjoyed taking
part. If anything could have been improved, we could
have got a longer rehearsal time before the show on
the actual main stage.’
Jonathon: The theatre
should have offered the use
of instruments
Samantha: Involve a
better run through
and film the
rehearsals for
bloopers on video!
Victor: Hold
and all day
rehearsal all
day

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Team Evaluation
 Did you meet your aims and objectives and targets?
 To provide funds for charity:
As this was a charity event we have defiantly fulfilled this aimand I also feel
we have exceeded our expectations when reaching our objectives as we did
chose a great suitable charity ‘Dubai Autism Centre’ which is well recognised
throughout Dubai and we felt we were being supportive from one school to
another which needs support. Also our objective was to make a minimum of
1,000 we made 10x the amount for charity as our donation was just over
10,000
 To provide a popular leisure event for students, parents and staff.
As a team we made sure that our event related to leisure and I feel that a
theatre show was an appropriate choice which is also very popular with many
people. As I researched talent shows are very popular especially on television
because of the popularity of talent shows ‘The X factor’ or ‘Britain’s got
talent’
As this show was held the previous year by the applied A-level class we knew
there was a demand for the event. We did definitely cover two aspects of the
objectives as we had a good amount acts from every year within the
secondary of Dubai British School performing. We chose a great venue as it is
a professional well known theatre within Dubai, and we chose to expand the
talent show by using the larger theatre this year. But using this theatre did
affect the demand for strong advertising and marketing to ensure our target
audience purchased tickets which we did plan by using a range of marketing
styles: presentations, posters, announcements, direct emails etc. Fortunately
we feel that we achieved this as we did sell over 350 tickets which covered
over half of the seating in the theatre which offered a great atmosphere in
the audience but we do wish we could have improved by insuring we sold a
full house. Also another objective was ‘good prizes’ I feel compared to last
year we were not as effective with receiving sponsors because as a team we
did not have good personal business contacts. But we did ensure we had 1st,
2nd and 3rd place prizes which we feel were great for the students to win. We
also presented each student with certificates as congratulation towards
participating.

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 To ensure a smooth running efficient leisure event
I feel that as a team we have made sure that the running of this event has
been smooth before, during and after because of our constant organisation
with check-lists, meetings and following deadlines. I feel as a team our
commutation was great because of technology and using blackberry
messenger but also because we worked well together. I think our job roles
suited one another but we did not stick to them as we maybe should have we
all contributed in all aspects and job roles. Also on the night I felt we did not
have job roles and as a team ourselves we were quite disorganised and we
just did what ever needed doing at the current time instead of sticking to a
certain area. Regarding deadlines we always made sure we stuck to tasks
deadlines but I don’t think we followed the time-scales gant chart very well
as some jobs took longer than predicted but we worked around each job and
ensured they were completed.
 To provide a highly successful leisure event that builds on last year’s success
When we chose to take on this event we already had an understanding on
the expectations of holding the event for a second year as we had watched
the previous year work towards organising the talent show. This year we
ensured we made our show event more successful and different. We did this
mainly by using the larger more professional theatre in DUCTAC to give us a
larger audience which would increase profits raised for charity. When we
looked at our final accounts we noticed that we did not cover a larger profit
from ticket sales because of the theatre being 10,000 more than the previous
year also this year we had already started the event with 6527 AED but
overall we did raise 4,000 more for charity then last year. As for the show we
ensued we had an act from every year group in the secondary years which
showed we were using and attracting the whole school community. I think
from using questionnaires and the comments made to us from students and
staff in school after the show we have reviewed our progress appropriately
and made sure we have evaluated the show effectively.

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 Were key deadlines met?
To ensure we met key deadlines we used Gnatt charts to following through the months of
planning. Below I have compared to two Gnatt charts of our planed timescale and our final
timescale.
Before
This image shows the predicted
timescale we created before the
event to ensure all areas where
completed before the show night.
Final
This image shows what the final
timescale looked like and how long
aspects of planning the event took.
There is not a significant difference
and I think we did stick to deadlines
but some tasks took longer than we
had predicted.
We could say that we did not stick to our deadline of payment but I would not blame that
on the team I feel that was an issue with the management of the DUCTAC theatre and there
lack of communication with us as customers. They were late producing the contact and did
often not reply back to questions in emails. But we eventually paid the costs of hiring the
theatre 2 weeks before for a deposit and the final payment on the night.
Our ticket designing was one week late as this also included ticket printing we predicted we
could have them done before the Christmas half term but we printed them the first week
back in January which meant ticket sales where later, I don’t think this would have affected
the sales as most customer brought tickets within the last few days before the event.
Regarding legal documents as this related to the contact with DUCTAC this did take longer
as the DUCTAC was behind with finalising and signing the final contact.
Also progress meetings expanded as we decided to hold more especially towards the couple
of weeks before the show when the organisation and check-lists had increased.

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 Did our planning promote effective performance?
I think throughout the 5 months we used to plan and create this event our performance
was carried out effectively. There are always ways we could improve by increasing
marketing, having more control over finance etc. But as we have covered all aims and
objectives effectively and our questionnaire reviews where very positive I think this
shows our planning was effective because the show night was a great hit with the
customers. We ensured we covered every aspect thoroughly especially the marketing
by introducing all kinds of ways to attract the target customers.
 What went well and what went badly for the team and why?
Within a final meeting we discussed the event and evaluated ourselves as a team regarding
different aspects. The table below is our comments and review as a team of what we feel
went well and wrong through all main stages of the event.
Areas to
consider
What went well What went wrong
Auditions -Did give out the slip (good on our
side)
-Entire team present at the auditions
most of the time
-Organised choice list
-People forgot or couldn’t be
bothered
-People were disorganised
-Odd days when members of the
team were absent
Marketing -Lots of marketing methods e.g.
posters, assembly’s etc.
-Second assembly (Feb) was the best
assembly
-Poster weren’t very noticed
-Didn’t go around classrooms
Communication
show night
-Group got on quite well -Miscommunications at the
event within the group which led
to a delay
-Acts weren’t informed on how
to conduct in the changing
room.
-Microphone issues
-Didn’t know what out roles
were
Communication
planning
-Blackberry messenger made it easier
to keep in contact with each other.
-Some miscommunications as
Sohaib were not in all lessons.

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Finance -Fundraisers went very well
-Got a lot of support from PFA and
sponsors.
-Our estimates were quite accurate
aside from the ticket sales.
-Christmas bake sale was not as
successful as we made a loss,
but we made up for it during the
non-uniform day
-Made a loss on the tickets as we
printed the date wrong, however
we got a large discount on the
proper tickets.
-Could have sold more tickets.
-Made mistakes with financing in
the account.
-Should have done a different
type of fundraising as cake sales
were to frequent.
Sponsorship -Enough prizes for top 3 acts
-Really good prices
-We had to pay for one of the
prizes unlike the year before
(didn’t have as many prizes)
-Couldn’t get enough sponsor
responses e.g. emirates and OSN
declined as the event was not
large scale enough.
Organisation -We kept up to date with our diaries.
-We constantly had meetings
- Made to do lists and agendas to
ensure tasks were completed.
-Would have been easier if
Sohaib was in classes more
-We knew what we had to do
but at times we didn’t know
what other members of the
group were doing
 What were your strengths and weaknesses?
As a team I feel our main strength was that we were only a small group and we all had a
good relationship. Of course we had disagreements and there was tension but that’s
natural and we always managed to maturely work around the issues. I think as we were
all very different personalities we all supported one another in different ways, some of
us where more organised, somewhere more creative and some were more informative
we all played different roles because of our characteristics and did not clash.
Weaknesses …..

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 How did you overcome the problems as a team?
Tickets
Sohaib not being in lesson
Ticket sales – assembly
Dubai Islamic form
DUCTAC
 How did the team work as a whole?
 How did working as a team help or hinder you?
 What improvements could the team have made and why? How could these
improvements have helped? What would have been the benefits
Follow Chart from meeting

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Point to consider What went well What went wrong How to improve How this would impact the
event
Auditions -Did give out the slip
(good on our side)
-Entire team present at
the auditions most of the
time
-Organised choice list
-People forgot or couldn’t
be bothered
-People were disorganised
-Odd days when members
of the team were absent
-Be more organised and
make sure we see every
single act
-Keeping deadlines e.g. we
said they would only be in
November but it went on
to December.
-Should have kept a record
sheet.
-People mentioned
wanting more acts on the
feedback forms
Marketing -Lots of marketing
methods e.g. posters,
assembly’s etc.
-Second assembly (Feb)
was the best assembly
-Poster weren’t very
noticed
-Didn’t go around
classrooms
-Put more posters up.
-Visited forms to remind
students.
-Wouldn’t get a high
number of people
attending
Communication show
night
-Group got on quite well -Miscommunications at
the event within the group
which led to a delay
-Acts weren’t informed on
how to conduct in the
changing room.
-Microphone issues
-Didn’t know what out
roles were
-Ensure all members of
group are aware and up to
date with whatever is
going on.
-It would have made the
event run more smoothly
- Make the event seem
more professional rather
than amateur.
Communication – Planning -Blackberry messenger
made it easier to keep in
contact with each other.
-Some
miscommunications as
Sohaib were not in all
-Ensuring that Sohaib
knew everything, this
could have been done by
- It would have made the
event run more smoothly.
- Make the event seem

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lessons. using group emails
-Better communication
with the tickets
more professional rather
than amateur.
Finance -Fundraisers went very
well
-Got a lot of support from
PFA and sponsors.
-Our estimates were quite
accurate aside from the
ticket sales.
-Christmas bake sale was
not as successful as we
made a loss, but we made
up for it during the non-
uniform day
-Made a loss on the tickets
as we printed the date
wrong, however we got a
large discount on the
proper tickets.
-Could have sold more
tickets.
-Made mistakes with
financing in the account.
-Should have done a
different type of
fundraising as cake sales
were to frequent.
-We should have made
the cakes etc. rather than
buy them.
-Should have spaced out
the sales as there were 3
in one month.
-Could have kept up to
date with the accounts
-Due to the money raised,
we were able to rent an
amazing venue which gave
the show a more
professional edge to it.
-Didn’t sell as many tickets
as expected.
Sponsorship -Enough prizes for top 3
acts
-Really good prices
-We had to pay for one of
the prizes unlike the year
before (didn’t have as
many prizes)
-Couldn’t get enough
sponsor responses e.g.
-Spend more time looking
for sponsors
-Possibly aim lower (e.g.
not emirates)
-Better prizes (everyone
would have got prizes)
-We could have ended up
with a higher profit
because we wouldn’t have
had to buy the MOE

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emirates and OSN
declined as the event was
not large scale enough.
voucher.
Organisation -We kept up to date with
our diaries.
-We constantly had
meetings
- Made to do lists and
agendas to ensure tasks
were completed.
-Would have been easier if
Sohaib was in classes
more
-We knew what we had to
do but at times we didn’t
know what other
members of the group
were doing
-Could have arranged to
see Sohaib more out of
lesson time to keep him
up to date.
-Sharing out the tasks
equally.
-More smoothly running
event.
-If tasks weren’t
completed, event
wouldn’t have been ready.

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