Ruble_Written Buisness Plan A.1

Royal Events, Inc.
Business Plan A.1
Alex Ruble
Royal Events, Inc.
An Event To Remember
This document is for informational use only and is not an offering for sale of any securities of Royal
Events, Inc. Information disclosed herein should be considered proprietary and confidential. This
document is the property of Royal Events, Inc. and may not be disclosed, distributed, or reproduced
without the express written permission of Royal Events, Inc.

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Table of Contents
Executive Summary…………………………………………………………………….3
Company Description…………………………………………………………………..4
Industry Analysis and Trends…………………………………………………………6
Target Market………………………………………………………………………….10
Competition…………………………………………………………………………….15
Marketing Plan………………………………………………………………………...18
Operations and Management………………………………………………………....21
Technology Plan……………………………………………………………………….27
Financials……………………………………………………………………………....29
Appendix……………………………………………………………………………….32
References……………………………………………………………………………...35

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Executive Summary
The Event Planning business industry is an exciting and rapidly growing industry in the
United States. The use of Event Planners to better organize and execute events has
provided numerous exceptional opportunities to companies and individuals. Since no
market leader has surfaced, a well-organized and well-executed company can fortify the
leading position.
Stephen A. Ruble, President and Founder of Royal Events, Inc., realized this opportunity
when searching for an industry to break into and satisfy his entrepreneurial spirit. As a
result, Ruble conducted research and polled for the most necessary assortments of event
planning, how that system was structured, and what it was missing. Ruble then realized
the need for corporate, special, and live event planning.
The company is geared towards corporations and individuals in the greater central Florida
area. Orlando, with its vast population of 240,000 plus the constant rotation of
vacationers and tourists, Orlando has an immensely rich untapped market in need of an
alternative event planning service.
Currently, there are event planning services offered by minute, local businesses, with no
market leader to emerge. Industry research indicates no particular level of satisfaction or
loyalty to the current providers among the consumers.
The current management of Royal Events, Inc. consists of President Stephen A. Ruble
and Chief Financial Officer, Alyssa Johnson. This combination provides the perfect
dynamic team to begin company operations. Mr. Ruble brings years of event planning
experience, and Ms. Johnson brings a respectful background in both events and finance.
Long-term the company plans to expand to build its own location, including a venue that
can be incorporated into event packages, develop its own line of products for event use
such as plates, tableware, flatware, linens, etc., as well as more fully develop the Royal
Live! package to be its own live event industry leader.
The company projects growth with $559,000 net sales in first year and $2,000,000 in net
sales by year three, earning over $400,000 in profits, that year.
The company is seeking $490,000 from an investor. The funding will be used to establish
business operations, hire staff, and expand business capabilities.

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Company Description
One-Minute Pitch
Royal Events, Inc. is a primarily serviced based company that is owned and operated out
of Orlando, Florida. Its primary activities include, but are not limited to, event pre-
planning, organization, management, production, and event etiquette lessons for
individuals and customers in the central Florida region, specifically in Orlando, Florida.
The event planning industry in Florida is on the verge of growth and expansion.
Weddings, special events, dinners, luncheons, fundraisers, and all types of events are at
an all time high and will continue to grow. The industry, however, does have its glitches,
with event planner mark up fees, commissions, and other charges, are making the
planning and production of events too costly for small business and other consumers.
Royal Events, Inc. believes these services should be available to every type of consumer
and feels it has an obligation in providing these industry services. Shareholder
investments, bank loans, and personal funding fund the company. The official launch of
Royal Events, Inc. took place on January 2015.
The Company’s Mission
• To provide and promote affordable and quality event services to consumers of the
central Florida region.
• To educate clients on certain event etiquette and encouraging them to be
professional, taking their events one step above the average.
• To empower and rejuvenate the central Florida event industry by providing top of
the line, customizable services.
Products and Services
Royal Events, Inc. offers the following services:
• Etiquette lessons for events – Our trained and qualified team members instruct
and educate our clients on common etiquette dos and don’ts for their events.
• Royal Engagements Package – Our professional team of wedding and special
events planners provide fully customizable, quality, and affordable events for
those special moments in life. Pricing of package varies per project.
• Royal Corporate Packaged – Our corporate team are well versed in the planning
and managing corporate luncheons, fundraisers, and other events. They provide
the highest quality corporate planning service that is fully customizable to the
client. Pricing of package varies per project.
• Royal Live! Package – Our team of live production experts make this live concert
and event package a premium service for live event production clients. Pricing
varies per project.

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Development to Date
Several clients for special events, as well as, corporate events have been contracted to
Royal Events, Inc. These events are being planned for their launch, and some etiquette
classes have been reserved. These events are critical to the image and voice of the
company given that they are the first events. Because of this, these events are being
developed perfectly in line with the type of quality and elegance Royal Events, Inc. will
be known for.
Royal Events, Inc. also has an established social media voice to increase brand
awareness. Facebook, Twitter, and Instagram accounts have been established and
networking with potential clients and other Orlando businesses has been initiated. An
email marketing strategy is in development to increase awareness of the Royal Events,
Inc. brand and service packages. Royal Events, Inc. has also begun an affiliate marketing
strategy to further increase brand awareness and contract new events.
Legal Status and Ownership
Royal Events, Inc. is a registered corporation with the state of Florida. The company’s
founder and Presider is Stephen A. Ruble, whose primary role is that of company
operations, representing the company, and handling some event production accounts. All
offices operate out of Orlando, Florida, but the company is capable of operating in other
states if required for a project.
After completing a search with the United States Patent and Trademark Office it has been
determined that there is no other business operating under the name Royal Events, Inc.
The domain name for the company is not currently active, but will shortly be active as
www.royaleventsincorlando.com. All trademarks for the company’s brand identifiers
have been filed with the United States Patent and Trademark office. The Royal Events,
Inc. staff is currently comprised of five total team members: three event planners, one
etiquette extraordinaire, and the company President.
Start-up capital, in the sum of $300,000.00, was used to fund the establishment of Royal
Events, Inc. $100,000.00 came from the President’s personal funds, $150,000.00 came
from shareholder investments, and $50,000.00 came from bank loans. Royal Events, Inc.
maintains 51% of the company and is on track to acquire 100% within the next seven
years.

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Industry Analysis and Trends
One-Minute Pitch
Royal Events, Inc. is a registered corporation that offers event planning, management,
and production services. The company is owned and operated out of Orlando, Florida and
was established in January of 2015. The company was founded in an effort to provide
elegant, affordable, and quality events to consumers of the central Florida region, as well
as, consumers outside of this region. Royal events, Inc. is funded on shareholder
investments, personal funding, and bank loans.
Industry Analysis and Trends
While Orlando, FL is a very tourist heavy area, it is also a very corporate driven region as
well. According to www.census.gov (2013) there are 30,564 corporate firms located in
Orlando, FL. Additionally, the Center for Disease Control and Prevention (2009)
estimates that 10,002 marriages take place in the state of Florida, thus leaving a large
marketing of consumers looking for different services than those being offered by
competition companies.

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Furthermore, research from the Bureau of Labor Statistics (2012) shows that median pay
for an event planner was $45, 810.00 per year and there were 94,200 jobs available in
2012. Between 2012 and 2022 the event planning industry is on track to see 33% growth
overall.

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Market Opportunity
Currently in the Orlando area there are three main competitors offering products
comparable to Royal Events, Inc. However, the Orlando area is still seeing a need for
services in the event planning industry that are differentiated by certain logistical and
monetary factors. As an industry trend, event planning business charge a general fee, for
the use of an vent planner, a mark up on components of the event in planning, and a
commission for the event planner. Royal Events, Inc. has structured the business so that
no additional fees are necessary; event planners are not compensated on a commission
basis but a salary, thus reducing the mark up on services rendered for the planning of an
event. Additionally, the packages offered by Royal Events, Inc. are fully customizable
packages that are tailored to the initially described needs of the client going in to pre-
planning. As opposed to similar competitive packages where pre-themes, food choices,
and venues locations may be non-negotiable.

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Barriers to Entry
Royal Events, Inc. would currently be considered the new competition in this industry in
the Orlando area, following the services offered by John Michaels Special Events, Just
Events!, and theeventsource.net. The main barrier in the industry is brand awareness and
getting the information on the Royal Events, Inc. brand and services offered out to the
target market. As far as limits to new competition after the establishment of Royal
Events, Inc., it would depend on the services offered and the structure of the business.
For example, with 30,000 corporations operating in the Orlando area there is huge
demand for corporate event planning.
Long-Term Opportunities
The event planning industry is looking to grow in the coming years providing more
opportunity for growth. As mentioned previously the event planning industry is on track
to see 33% growth by the year 2022. Furthermore the industry has seen event planning
guides such as Corporate Event Planning Tips from a Taste of Excellence, and Event
Planning and Marketing where event success in any economy is discussed., showing the
growth and resiliency of the industry.
Conclusion
Royal Events, Inc. will move forward, taking advantage of positive industry trends by
paying attention to the industry and responding. Royal Events, Inc. has taken a note from
business expert Carl Schramm and has a simple formula for maintaining business; always
knowing what to buy, who is buying it, at what price point, etc. Additionally, Royal
Events, Inc. will maintain a level of industry awareness to enable the business to also be
up to date with trends and information. Royal Events, Inc. may even branch out to other
areas of events should the industry trends show a need for the company services.

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Target Market
One-Minute Pitch
as, consumers outside of this region. Royal Events, Inc. is funded on shareholder
Market Description
The event planning industry has changed exponentially within the past decade due to the
recession and the main segment of the industry that is responsible for the majority of the
industry revenue. It has become apparent in the industry that corporate events drive the
success of the event planning industry. According to IBISWorld (2014) the industry has
shown significant growth between 2009 and 2014, and that growth is expected to
continue through 2019 and further. The chart below depicts the annual growth between
2009 and 2014, the number of businesses to date, number of persons employed, and
industry revenue. The event industry creates revenue primarily through corporate events,
dinners, fundraisers, etc. Thanks to recent corporate success and per capita income it is
increasingly simple to find event planning companies.

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Market Size and Trends
Segments of the industry (2014)
Percentages of growth in each segment (2014)

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Industry customer segments (2014)
Percentages of customer segments (2014)
The charts above show the trends of the industry are shifting to corporate events and
private events.

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Target Customers
Event planning companies have several different type of customer, which can be seen in
the graphs above. These businesses are sought out by two specific groups of consumers,
with some subgroups. According to bplans.com (2014) the primary target for the event
planning industry is described as “Ages 25-55: The persons that fall into this age group
are employed, middle to upper-middle class families. The reason they choose event
planners is they are too busy to do it themselves. Therefore, Occasions will be on hand
for questions, contact will be moderate in length but occur regularly so as not to disturb
the daily life of the families. These events will generate moderate revenues, with a few
generating low revenues. The majority of special occasion planning will occur in this
market segment.” For Royal Events, Inc. the primary market is very similar: Ages 55 and
under with or without children, upscale income of $75,000 per year with corporate
manager positions or higher. These target shops at Costco, gamble occasionally, drive
luxury vehicles, have high producing assets, own their own homes, and have graduate
degrees. Below is a graph of this population (by age) in Orlando, Florida.
The secondary market for the event planning industry, according to bplans.com (2014), is
described as “Under 24: Persons under the age of twenty-four (24) using an event planner
are rare at best. We hope to tap the early college graduates who have begun their
professional careers but have not yet started their families. These events will focus
mainly on themes with moderate to high-energy appeal. The revenues generated will
range from moderate to high, depending on the event. The majority of weddings will fall
into this segment.” Following this guideline, the secondary market for Royal Events, Inc.
is 24-44 years of age, a college graduate now in a professional position with high chances
of promotion very quickly. The median income is $53,000.00 per year. These consumers
order from priceline.com, travel to South America, drive hybrid vehicles, have moderate
producing assets, do not yet have children, and primarily rent their homes. The graph
above also shows their population in Orlando, Florida.

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Market Readiness
Revenue forecasts show that the industry should see continual growth of 2-3% per year
until the year 2019. In addition, the industry in on track to reach 33% overall growth
between the years 2012 and 2022. The average income of event planners ahs increased
because of this growth to $45,000.00 to $47,000.00 per year. Over all the American event
planning industry will have created 31,300 new jobs by the year 2022. Furthermore, the
corporate event segment of the industry is the number one ranked segment for revenue
generation, and Florida is ranked the fourth state to utilize event planning companies to
plan and organize corporate events.
Strategic Opportunities
For thousands for corporations and individuals events are very important for the
development of businesses, families, relationships, etc. Corporations will hold their
events for team building, fundraising, celebrations, and more. This is the segment where
Royal Events, Inc. will find the primary market of corporate managers who need an event
planner because they simply do not have the time to plan a company event on top of their
existing tasks, thus creating an opportunity for Royal Events, Inc. individuals will also
plan their events for celebrations, special occasions, and weddings, utilizing an event
planner because the experience can be very overwhelming, or they too do not have the
availability to plan an event based on the status of their career and family life.

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The Competition
One-Minute Pitch
Competitive Overview
The corporate and private sector event planning industry has an extremely high industry
competition landscape. There is no company with a majority market share, although there
are businesses with high reputations than others. For the Orlando, Florida area there are
three main competitors to Royal Events, Inc. Additionally with a population of 255,483,
according to census.gov (2013), and 30,564 business firms there are plenty of company
and private event bookings in the Orlando are for the current event planning businesses to
compete for.
Key Competitors
The primary competitors for Royal Events, Inc. are John Michael Special Events, Just
Events, and theeventsource.net.
Other Competitors
Additional competitors in the Orlando include Posh Able Events, Orlando Meeting
Planners, and A Friend Affair Event Planning.
Competitive Positions
John Michael Special Events:
Strength(s): Established reputation, industry connections, client list, event packages.
Weakness(es): Disorganization, limited event package information on website.
Just Events:
Strength(s): Large team of existing wedding planners, industry connections, three vent
package offers
Weakness(es): Limited online information, no Orlando office space (planners work from
home)

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Theeventsource.net:
Strength(s): Preset themed packages, online convenience
Weakness(es): No office space, limited event package information, website set up
Advantages over Competition
Royal Events, Inc. has two very distinct strengths: pricing structure and unique package
selling points. Royal Events, Inc. also has two very definitive weaknesses that the
company will need to overcome: leadership accreditation and lack of reputation. In the
event planning industry reputation has a huge impact on how well the business performs.
Since Royal Events, Inc. is a new company and just getting started, the company does not
possess a positive or negative reputation, which could actually work against the success
of the business. To combat this, the company will utilize the two previously mentioned
strengths to draw in new customers to begin building a positive reputation.
The company’s unique package selling points include the three different types of
packages and unique customizations of each package. These features differ from the area
competitors and will draw in customers wanting to modify their event planning
experiences. Pricing structure will also be a strength the company uses to entice
customers. This is a strength for the company because it alters the way that conventional
event planning is structured in terms of cost. Conventional event planning generally
includes a 15% mark up fee, hourly rate for the event planner on top of an initial event
planner booking fee.
The employees at Royal Events, Inc. are compensated by salary instead of commission,
allowing the company to adjust the pricing structure so that there is no booking fee or
hourly wage included in the event production cost. Those two strengths will allow the
company to overcome the previously mentioned weakness. As for the final weakness,
leadership accreditation, it can by solve by all the staff members at Royal Events, Inc.
receiving their event planner certification.
Royal Events, Inc. is concerned about two different types of risk. First, competitive risk;
the status of the competitive situation, new competition, competitor products and
services, and those companies being positioned above Royal Events, Inc. Second,
execution risk; the company will not be able to handle and manage their rollout and
growth and management will be inadequate. The company is set in a customer perception
strategic position, meaning that Royal Events, Inc. wants customers to distinguish their
brand based on price, quality, customer service, features, etc.

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With a business such as Royal Events, Inc. there are several opportunities available at all
times. Every potential event is an opportunity for the company to advance further. To
date Royal Events, Inc. has two specific opportunities lined up: a wedding in July, and a
corporate fundraising dinner during the holiday season. These two opportunities could
propel the company and expand the rate of return customers. Two threats to the company
are competitor intentions new business establishment. Royal Events, Inc. is a new
business and because of that, it is a factor in the shockingly high percentage of new
businesses that fall short in their first five years of operation, making it past this threat
would propel the company into future success. As far competitor intentions go, it is
unknown to the company what the intentions of the competing event planners in central
Florida are: the projects they’re working on, the client lists established, etc. To work past
this threat, it is critical that the company keeps their eye on industry trends, and business
should turn out just fine.
All of the above information amounts to what will allow Royal Events, Inc. to take
market share away from the companies competitors in the central Florida region. The
company will be able to do this by utilizing its key strengths, mentioned earlier and are
on the following SWOT analysis chart, of unique package selling points, pricing
structure, staff capabilities, and business plan set up.
• Cometitor
intentions.

• New
business

establishment.

• Sustainable
?inances.

• IT
developments.

• Special
events.

• Corporate
events.

• Live
event
production.

• Business
Development

• Lack
of
reputation.

• Financing.

• Leadership

accredidations.

• Unique
selling
points
of

each
package.

• Capabilities
of
company

staff.

• Business
plan
set
up.

• Pricing
structure.

Strengths
Weaknesses

Threats
Opportunities

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Future Competition and Barriers to Entry
For a new business to enter the market of the event planning industry the organization of
the company and skillset of event planners is a crucial element. Although many people
are capable of planning their own event the cost of the event planning certificate and the
ability to work with customers while handling the affairs of an event can be a challenge
to many. Events have many risks associated with the venue, food, table settings, budgets,
transportation, and other factors. In order to sell and book events, the ability to connect,
build, and maintain relationships is the most critical quality an event planner needs to
have.
Strategic Opportunities
Unlike the industry competitors, Royal Events, Inc. is structured with the corporate event
segment in focus. Royal Events, Inc. is utilizing a clean, modern, sophisticated web
structure with ample event package information for customers to view. The webpage is
also optimized for mobile use, allowing corporate consumers to view and plan their
communication with Royal Events, Inc. while on the go for business. Combined with the
company’s blog site for event information the two will be prime utilities for event
information and company information. Royal Events, Inc. has potential partnerships with
event supply centers to further excel the company to offer more event supply options to
the target market.
Marketing Plan
One-Minute Pitch
Customer Message
The Royal Events, Inc. is a quality brand and event planning business. When customers
think of Royal Events, Inc. words such as quality, affordable, expert, lavish, and unique
should come to mind. The above-mentioned words are all descriptors of the Royal
Events, Inc. brand personality. The brand is quality, meaning everything from the
customer service to the events themselves are of a higher quality, yet they are also
affordable. Royal Events, Inc. hires the best event planning experts to plan and manage
all events, and each event is unique and lavish, satisfying the customer, giving the
customer an event no one will forget.

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Unique Position in Market
Royal Events, Inc. offers a level of affordable sophistication to the customers while also
delivering exactly what the customer wants in the event. The company meets the need of
delivering on classic and affordable events, handling all the planning and management,
and offering workshops on event etiquette, depending on the event. Royal Events, Inc. is
the best option for the customer because it is a local Orlando business that has valuable
connections with the community and other businesses in the area. Additionally, this
company offers professionally trained and experienced planners.
Marketing Plan
Campaign Budget:
$5,100
Planning:
Objective Statement
Increase awareness of our business and our corporate event offerings.
Goal for Channel 1: Develop a strong social network of business that will utilize our
corporate event planning service. KPI for Goal 1: Twitter, Facebook, and Instagram
Followers. Target for Goal 1: 1,000 Follows.
Goal for Channel 2: Send an email flyer to the primary target market (either person or
business) informing them of our services. KPI for Goal 2: Number of emails read. Target
for Goal 2: 100 Read Emails.
Goal for Channel 3: Groupon affiliate marketing to get wide exposure. KPI for Goal 3:
Number of sold Groupons. Target for Goal 3: 15 Redeemed Groupons.
Campaign Duration:
The campaign will be four months in length.
Campaign Calendar:
2016 Social
Media/Viral
Email
Marketing
Affiliate
Marketing
Month 1 X
Month 2 X X X
Month 3 X X X
Month 4 X X X

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Channel Selection:
Social Media and Viral Marketing, Affiliate Marketing, and Email Marketing.
Channel Number of
Conversions
per Channel
(estimations)
Channel
Budget
Expected
Conversion Cost
(Channel
Budget/Conversions)
Conversion
Value
(Profit per
Conversion)
Anticipated
Channel
Profit
(Conversion
Value x
Conversions)
Social
Media/Viral
8 $1,700.00 $212.50 $5,000.00 $40,000.00
Email
Marketing
10 $1,700.00 $170.00 $5,000.00 $50,000.00
Affiliate
Marketing
15 $1,700.00 $113.33 $5,000.00 $75,000.00
Sales Strategy
Royal Events, Inc. offers four main services:
• Event Etiqutte Insturction (available upon request)
• Royal Engagements Package
• Royal Live Package
• Royal Corporate Package
For all services, customers may pay with check, cash, or any major credit card;
MasterCard, Visa, American Express, Discover. Additionally, each event planner handles
their own accounts and sends reports to the finance director who handles the cash flow.
All transactions should be made to Royal Events, Inc.
Royal Events, Inc. meets with each customer to go over the client’s needs, the packages
available, and how each one can be customize to fit the specific client needs for their
event. It is also encouraged for clients to mention budgets and event must haves for Royal
Events, Inc. to work into the event planning process.

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Operations and Management
One-Minute Pitch
Overview of Company Operations
Royal Events, Inc. is an event planning company that specializes in planning, producing,
and on site management of events. The company is based and operates in Orlando,
Florida and was founded in an effort to provide the central Florida community with
quality, affordable events.
Royal Events, Inc. employs a modest but ambitious team of experienced event planners.
Each person on the Royal Events, Inc. event planning team performs various duties and
tasks. The event planning team salary is based on experience and existing portfolio of
events. The Royal Events, Inc. on-site staff includes the President and CEO, three
experienced Event Planners, Chief Financial Officer, and an Administrative Assistant.
Each member of this team is experienced, ambitious, passionate about events and helping
people create memories, and very friendly. The Royal Events, Inc. CFO handles all of the
company’s finance, accounting, and tax needs. Additionally, a local attorney handles all
intellectual property, contracts, documents, and additional legal services.
Royal Events, Inc. leases a 2,000 square foot office space located in downtown Orlando,
Florida. The annual cost for this space is $28,800, that is $1,200 per month. The
operational costs for the Royal Events, Inc. office is approximately $680 per month,
amounting to $8,160 per year. This amount includes the utility and water expenses as
well as the telecommunication services. The annual fixed operational costs are $24,816.
Additional expenses include marketing and some administration costs.

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Efficiencies
Royal Events, Inc. operates as an environmentally conscience business. This includes
everything from minimizing the use of paper and plastic products to our selection of
electronics that are easily recycled. These efforts result in lower costs, a smaller carbon
footprint, and outcomes that are more efficient. By operating digitally, Royal Events, Inc.
cuts down on company expenses and saves time by not having to file various papers and
documents.
Contrasting to other area event planning agencies Royal Events, Inc. does all its
advertising and marketing using social media, email marketing, and affiliate marketing.
The company also has a local attorney on retainer to handle all legal matters, including
intellectual property. The company CFO deals with all accounting, taxes, and financial
needs of Royal Events Inc.
Royal Events Inc. encourages a team policy for every event and function that is
contracted. This means that each member on the Royal Events, Inc. team will assist, in
some capacity, on that event, wherever the lead planner needs their help. Traditionally, an
event is planned by the one event planner overwhelming them with work and not
allowing the client to really get to know the company. Royal Events, Inc. involves every
member on each event to brainstorm ideas, find solutions, and assist wherever their help
is needed, bringing a special level of personalization to each event.
Competitive Advantages
Royal Events, Inc. conducts all business in office and online, maintaining rapid response
to all inquiries and feedback given from potential clients, current clients, and other
businesses. The company maintains communication via social media accounts and email.
Digital operating systems give the company the ability to faster track event progress,
track shipments of event supplies, and monitor sales and contracts. Extremely low cost
marketing campaigns the company operates with a higher efficiency level than other
event planning businesses in the area.
All advertising, marketing, contracts, and sales are handled digitally. The company CFO
handles all financial reports, including yearly quotas and event costs. The attorney on
retainer handles all legal matters, including intellectual property and litigation.

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Royal Events Inc. encourages a team policy for every event and function that is
contracted. This means that each member on the Royal Events, Inc. team will assist, in
some capacity, on that event, wherever the lead planner needs their help. Traditionally, an
event is planned by the one event planner overwhelming them with work and not
allowing the client to really get to know the company. Royal Events, Inc. involves every
member on each event to brainstorm ideas, find solutions, and assist wherever their help
is needed, bringing a special level of personalization to each event.
Because events are a service a not a good, Royal Events, Inc. offers its services in a
contract sign by each party before the operations begin. This means that if a client wishes
to return or incur a refund for the service they received, the contract will have to be
referenced. However, Royal Events, Inc. provides the best customer service to any
unsatisfied client. Royal Events, Inc. will offer discounts, promotions, or other solutions,
on a case-by-case basis, to show decency and loyalty to each client. The company
responds in a direct and personal manner to all inquiries and feedback given.
Problems Addressed
The success of Royal Events, Inc. lies in the hands of each member on the event planning
staff. Each member provides a variety of daily tasks in addition to their regular duties. To
become a member of the Royal Events, Inc. team applicants bust have a four-year degree,
at least 3 years of some type of professional experience, and be willing to get their event
planner certification.
Royal Events, Inc. would not survive without great events and functions. The company
social media and website make it easy for client to book a consultation to quote and
create a proposal for their needed event. The company CEO and CFO work diligently in
competitive research to constantly be offering superior services, at superior cost, in
customizable means.
Royal Events, Inc. relies heavily on their digital platforms and Internet connection to plan
events and stay in contact with clients. Bright House Networks Internet and phone
business package keeps the company connected at all times at faster speeds and better
security.
Contracts and intellectual property are two concerns for Royal Events, Inc. The U.S.
Copyright Office protects the Royal Events, Inc. trademarked logo, name, colors, and
tagline. Finally, Royal Events, Inc. maintains a professional liability insurance package
for any business handling Royal Events, Inc. property.

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Management
Introduction
Key Employees
Royal Events, Inc. employees a small and dedicated team of event planners. Every team
member is responsible for a variety of duties and tasks.
Key Staff Positions:
• Chief Executive Officer
• Chief Financial Officer
• Event Planner
• Assistant
Stephen A. Ruble | Chief Executive Officer
The company CEO oversees all money management, data usage, and company contracts,
as well as, be the face and voice of the company. The company CEO works diligently in
competitive research to constantly be offering superior services, at superior cost, in
customizable means. The CEO additionally oversees all company operations including
marketing, strategy, finance, human resources, and public relations. Stephen Ruble is a
very experienced event-planning veteran with approximately 6 years experience. He has a
Bachelor of Music from Alderson Broaddus University and a Master of Science in
Entertainment Business from Full Sail University. He has a strong event planning
background and founder of Royal Events, Inc.
Alyssa Johnson | Chief Financial Officer
The Chief Financial Officer oversees all aspect of the company financials, accounting,
and taxes. The CFO is also responsible for aiding the CEO in competitive research to
modify the Royal Events, Inc. offerings at a competitive rate. Alyssa Johnson is a very
experienced and proven financial professional with over 6 years financial experience. She
obtained a Bachelor of Science in Business from University of California and an MBA
from University of Michigan. She has a strong event planning and financial management
background.

25

Event Planner(s) | To Be Determined (Open)
The event planner is responsible for acquiring and retaining clients, planning, managing,
and producing events, over seeing event finances and budgets, and reporting those to the
CFO, brainstorming event ideas, and updating all documents and statuses relating to
those projects. At this time all three of these positions are open at Royal Events, Inc.
Each event planner must hold a four-year degree of some capacity and have, or be willing
to get his/her event planner citification.
Administrative Assistant | To Be Determined (Open)
The administrative assistant handles many day-to-day tasks to support the other Royal
Events, Inc. team members. These tasks include clerical work, filing, organizing, record
keeping, scheduling, appoints, logistics, etc. The administrative assistant also keeps up
with the Royal Events, Inc. social media presence and returns general email inquiries and
phone calls. The Administrative Assistant will also serve as the company Human
Resources go to person as well. So, she will also be responsible for candidate selection,
preliminary interviews, etc. The Administrative Position at Royal Events, Inc. is still
open. A candidate must have a four-year degree in Business Administration or Human
Resources to be considered.
Board of Directors
Board of Directors | To Be Determined (Open)
Royal Events, Inc. possesses four open seats on the board of directors. A maximum of
seven members serve on the Royal Events, Inc. Board of Directors at all times. Board of
Directors member roles include:
• Board Chairman | Chief Executive Officer
• Inside Director | Chief Financial Officer
• Four Outside Directors | To Be Determined
• One Director | Investor

26

Consultants
Royal Events, Inc. maintains an experienced attorney on retainer to handle any, and all,
legal council, intellectual property, litigation, and other legal services and advising. The
retained attorney has a strong background in corporate legal advising, intellectual
property administration, and litigation when necessary. The Royal Events, Inc. attorney
secures all company trademarks, and other intellectual property filings when necessary,
gives general legal council and advice, and represent the company in the circumstance
litigation should occur. The Royal Events, Inc. attorney additionally provides other
relevant industry connections and relationships.
Management Structure
The CEO additionally oversees all company operations, including marketing, strategy,
finance, human resources, and public relations. The company CEO oversees all money
management, data usage, and company contracts, as well as, be the face and voice of the
company. The Chief Financial Officer oversees all aspect of the company financials,
accounting, and taxes. The CFO is also responsible for aiding the CEO in competitive
research. The event planner is responsible for acquiring and retaining clients, planning,
managing, and producing events, over seeing event finances and budgets, and reporting
those to the CFO, brainstorming event ideas, and updating all documents and statuses
relating to those projects. The administrative assistant handles many day-to-day tasks to
support the other Royal Events, Inc. team members. These tasks include clerical work,
filing, organizing, record keeping, scheduling, appoints, logistics, etc. in addition to the
company’s Human Resources needs and maintaining the company’s social media
presences.
Chief
Executive

Of?icer

Event
Planner

Administartive

Assistant

Chief
Financial

Of?icer

27

Technology Plan
One-Minute Pitch
Technology is at the hear of the Royal Events, Inc. business. All business is conducted
online with contracts, order forms, bill payments, etc. In addition to responding to all
digital inquiries and feedback that the company receives via social media, email, etc.
Royal Events, Inc. operates as an environmentally conscience business. This includes
everything from minimizing the use of paper and plastic products to our selection of
electronics that are easily recycled. These efforts result in lower costs, a smaller carbon
footprint, and outcomes that are more efficient. By operating digitally, Royal Events, Inc.
cuts down on company expenses and saves time by not having to file various papers and
documents.
Software
Royal Events, Inc. utilizes two programs to help in the planning and implementation of
each event. For documenting the sale and organization of each event the company
contracts, Royal Events utilizes a program called Sales Force, found at salesforce.com.
For planning, email communication, document creation, etc. Royal Events, Inc. utilizes
all the Google programs. The team is also equipped with a Microsoft Office license for
$99 per year, including Word, PowerPoint, and Excel.
Hardware
Royal Events, Inc. supplies each planning team member with an Apple MacBook Pro
valued at $2,000. These MacBooks are the top quality of state of the art technology for
businesses. This includes 2.2GHz quad-core Intel core i7, Turbo Boost up to 3.4GHz,
16GB PCle-based flash storage, and Intel Iris Pro Graphics. Team members are required
to back up their systems every Friday on a shared AirPort Time Capsule with 3TB of
storage valued at $399.

28

Website
Royal Events, Inc. hosts the company website thought GoDaddy.com, a content
management system and hosting service. The GoDaddy Pro plan features web hosting,
client access tools, site monitoring, pros only support, and discounts only given to those
on the pro plan. Utilizing this plan, Royal Events, Inc. offers a top of the line
informational website for clients to look at our event portfolio, package base prices,
social media links, company blog, and contact information. GoDaddy will monitor the
site traffic and interaction tracking the company online presence. The company CFO
handles all company financials, accounting, and taxes. The company CEO oversees all
money management, data usage, and company contracts, as well as, be the face and voice
of the company. To maintain the website only costs approximately $60 per year.

31

Royal Events, Inc. is looking for $490,300 from an investor. This returns 80% of all
profits until $490,300 has been returned and then 20% of all profits for five additional
years.

35

References
An Event to Remember. (2014). Corporate Event Planning Tips from a Taste of Excellence.
ebscohost.com. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=99004125&site=ehost-
live
Bplans. (2014). Personal Event Planning Business Plan. Retrieved from:
http://www.bplans.com/personal_event_planning_business_plan/market_analysis_summa
ry_fc.php#ixzz3aOuDOvu9
Bureau of Labor Statistics. (2014). Meeting, Convention, and Event Planners. bls.gov.
Retrieved from http://www.bls.gov/ooh/business-and-financial/meeting-convention-and-
event-planners.htm
Bureau of Labor Statistics. (2014). Meeting, Convention, and Event Planners. bls.gov. Retrieved
from http://www.bls.gov/ooh/business-and-financial/meeting-convention-and-event-
planners.htm
IBISWorld. (2014). Party & Event Planners in the US: Market Research Report. Retrieved from
http://www.ibisworld.com/industry/party-event-planners.html
John Michael Events. (2015). John Michael Exquisite Weddings and Catering. Retrieved from
http://www.johnmichaelevents.com
Just Events!. (2015). Just Events! Event Management and Design. Retrieved from

http://justeventsgroup.com
Nicholson, N., & Aiello, A. (2010). EVENT PLANNING AND MARKETING.
Communication World, 27(4), 46.
Nielsen Prizm. (2014). 12 Brite Lites, Li’l City. claritas.com. Retrieved from
http://www.claritas.com/MyBestSegments/Default.jsp?ID=37&id1=1027&id2=12
Nielsen Prizm. (2014). 24 Up-and-Comers. claritas.com. Retrieved from
http://www.claritas.com/MyBestSegments/Default.jsp?ID=37&id1=1027&id2=24
Ruble, Stephen A. (2015). Royal Events, Inc. Digital Marketing Plan. Winter Park, Florida. Full
Sail University.
Ruble, Stephen A. (2015). Royal Events, Inc. Pro Forma Financials. Winter Park,
Florida. Full Sail University.
TheEventSource.net. (2015). Theeventsource.net. Retrieved from http://www.theeventsource.net
United States Census Bureau. (2013). State and County Quick Facts. Retrieved from
http://quickfacts.census.gov/qfd/states/12/1253000.html

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