TABLE OF CONTENTS

1. Basics to Getting Started  
2. Industry Overview
3. Regulations
4. Financing
5. Managing Your Operation
6. Associations
7. Other Resources

1. Basics to Getting Started

Starting a business can be a rewarding undertaking but it comes with challenges. Before starting a business in Ontario, it is wise to do your research. There are several issues to consider such as regulations, financing, taxation, managing your business, advertising and much more.

For further information:
see the documents:

• Business Start-Up Info-Guide
• Financing for Starting a Business Info-Guide
• Taxation Info-Guide
• Employment Regulations Info-Guide 
• Business Regulations Info-Guide

For regulatory or legal questions, it may be useful to contact a lawyer that deals with business regulations through the Law Society of Upper Canada's Lawyer Referral Service.

For further information:
call 1-800-268-8326
visit the website: Law Society of Upper Canada's Lawyer Referral Service 

2. Industry Overview

What does an event planner do?   

Conference and event planners plan, organize and co-ordinate conferences, conventions, meetings, seminars, exhibitions, trade shows, festivals and other events. They are hired or contracted by tourism associations, trade and professional associations, convention and conference centres, governments and by conference and event planning companies. *

* National Occupational Classification, Human Resources and Skills Development Canada

The event planner's job is to organize and carry out social events for clients. Companies and individuals prefer to hire experts to plan  events, including baby or bridal showers, conferences, bar or bat mitzvahs, product launches, children parties or retirement parties. Some planners prefer to specialize in a specific type of event, such as weddings, while others offer a wide range of services. Whatever you choose, you should expect a varied schedule, depending on the kinds of events you plan, and you may have to work evenings, weekends and holidays. You may be busier at certain times. For example, if you specialize in weddings, the summer will be the busiest time of the year.

What does event planning involve?  

The National Occupational Classification also defines the main duties of conference and event planners:

• Meet with trade and professional associations and other groups to promote and discuss conference, convention and trade show services
• Meet with sponsors and organizing committees to plan the scope and format of events, to establish and monitor budgets and to review administrative procedures and progress of events
• Co-ordinate services for events, such as accommodation and transportation for participants, conference and other facilities, catering, signage, displays, translation, special needs requirements, audio-visual equipment, printing and security
• Organize registration of participants, prepare programs and promotional material, and publicize events
• Plan entertainment and social gatherings for participants
• Hire, train and supervise support staff required for events
• Ensure compliance with required by-laws
• Negotiate contracts for services, approve suppliers' invoices, maintain financial records, review final billing submitted to clients for events and prepare reports

As you might have guessed, event planning is more complicated than just throwing a party. A planner must carefully go over all the details of each step. The most important thing is to have a good understanding of the client's expectations and budget. You need to do research, come up with an original concept, set a date, find a location for the event, and make arrangements for the menu, the invitations, the required staff, suppliers, etc.. In short, there are many details you need to look after. You can look at how your competitors work and contact them to see if they are willing to share their methods and offer advice or assess your processes. In addition, suppliers, such as caterers, can share their experiences. It is recommended that you ask for feedback from your clients after the event so that you can improve your services.

Education and Certification

There are several ways to gain the knowledge and experience you will need to operate a successful event planning business. Many colleges and universities have courses specific to event management, in addition to degree or diploma programs in business, public relations, tourism or hospitality administration. If you decide you would like to operate your own event planning business after gaining work experience in the industry, a recognized certification program can help set you apart from your competition. The Canadian Special Events Society (CSES) sponsors a national professional certification program. This demonstrates to prospective clients that you have the necessary skills and experience to meet the standards set by the society.

For further information:
visit the website: Canadian Special Events Society (CSES) - Certification Program

Planning and suppliers

Attendees with special needs

In order to manage a successful event planning business, you will need to be prepared for entertaining guests who may have special needs or accommodation requirements. Understanding how to accommodate these guests will require research on your part. The following websites can be useful as a source of information and inspiration.

For further information:
visit the websites:
Greater Toronto Hotel Association - EnAbling Change Program's Checklist
Ontario Human Rights Commission - Restaurant Audit Instrument of Select Accessibility Indicators
Ontario Human Rights Commission - Policy and Guidelines on Disability and the Duty to Accommodate 

Accessibility for Ontarians with Disabilities Act

Find out how accessibility standards, under the Accessibility for Ontarians with Disabilities Act, will affect business in Ontario. Businesses and organizations that provide goods and services to people in Ontario will have to meet certain accessibility standards in five important areas: customer service, transportation, information and communications, built environment and employment.

For further information:
visit the website: Accessibility for Ontarians with Disabilities

Staffing the event

Staffing an event can be complicated. You will need to consider all the traditional requirements: caterers, waiters, masters of ceremony, bartenders, music, entertainment, cleaners, etc. Next, consider your options; some caterers, and some venues, will provide their own waiters, cleaners and bartenders. If you are also in charge of the entertainment for the event, you will need to connect with the entertainment world (performers, musicians, disc jockeys). Consult local directories, trade magazines, newspapers and the Internet. When you are networking, develop business contacts and establish relationships with individuals and agencies.  Do your research, get references, and ask for referrals from other event planners or management organizations.

Smart Serve Ontario

Smart Serve Ontario is a non-profit organization dedicated to developing and delivering a responsible service training program to all individuals who serve alcohol beverages or work where alcoholic beverages are served in the Province of Ontario.

For further information:
visit the website: Smart Serve Ontario

Food and Beverages

Similar to staffing considerations, you will need to develop relationships with food and beverages suppliers if you are not subcontracting those services to a caterer.

For further information:
visit the website: LCBO - Planning Tips

Furnishings and Equipment

Before you open your event planning business, you will need to consider whether you should buy or lease the furnishings or equipment you will need, like tables, chairs, tents, audio-visual equipment, lighting and decorative items. You might also need kitchen equipment, a bar and dinnerware. The menu, the type of event and kind of service will determine the type of equipment you will require. For assistance in this area, you may want to try to get the advice of sales representative or consult trade publications and manufacturers' websites. An important factor to consider when choosing equipment is the after-sales service and repair and their affordability.

Financing your Equipment

Used Equipment

Consider buying used equipment as a cost-saving measure. Sources of used equipment could be a restaurant that is closing or dealers in second-hand equipment. The drawback to this approach is that, often, there are no guarantees with the purchase.

Franchise

As a potential business owner, you may be considering buying a new or existing franchised business, as an alternative to establishing a new business on your own. Franchisees enjoy the name and reputation of the franchise, and may also receive support from the parent company in the way of marketing, accounting, pooled advertising, etc. There are also costs associated with franchising and you most likely will have to adhere to operational standards set by the franchisor.

For further information:
see the document: Franchising

Planning Your Business

What is a Business Plan?

A business plan is a recognized management tool used by successful and/or prospective businesses of all sizes to document business objectives and to propose how these objectives will be attained within a specific period of time. It is a written document, which describes who you are, what you plan to achieve, where your business will be located, when you expect to get under way, and how you will overcome the risks involved and provide the returns anticipated.

Why Do I Need One?

A business plan will provide information of your proposed venture to lenders, investors, and suppliers to demonstrate how you plan to use their money, and to establish a basis for credibility of your project. This plan will serve as a guide to the various areas that you as a manager will be concerned with. As you work through this plan, adapt it to your own particular needs.

For further information:
see the document: Developing your business plan

Business Plans - Templates and Samples

There are many organizations and business websites that provide free templates, writing guides and sample plans. You can also find companies that sell business plan software to assist you in preparing your plan.

For further information:
see the document: Business Plans - Templates and Samples

3. Regulations

Knowing the rules and the regulations that apply to your area of expertise is necessary. The amount of regulations that you need to know depends, as might be expected, on your field of activity. Also, keep in mind that some projects may require you to learn about rules and regulations you do not already know something about. Stay up to date with amendments to legislations that affect your business.

Business Regulations Info-Guide

This document will assist you in navigating federal, provincial and municipal regulations that apply to a number of industries and businesses in Ontario.

For further information:
see the document: Business Regulations Info-Guide

Alcohol and Permits

Alcohol and Gaming Commission of Ontario

The Alcohol and Gaming Commission of Ontario is a regulatory agency that reports to the Ministry of Government Services. Its mandate is to regulate the sale, service and consumption of alcohol beverages. It manages alcohol licences in Ontario.

For further information:
please call 416-326-8700 or 1-800-522-2876
visit the websites:
Alcohol and Gaming Commission of Ontario
Application for a New Liquor Licence

Liquor Control Board of Ontario

The Liquor Control Board of Ontario (LCBO) is responsible for the administration of some alcohol retailing programs in Ontario.

For further information:
please call 416-365-5900 or 1-800-668-5226
visit the websites:
Liquor Control Board of Ontario (LCBO) 
Liquor Liability

Related legislation:
Alcohol and Gaming Regulation and Public Protection Act
Liquor Licence Act  

Special Occasion Permits - LCBO

An LCBO - Special Occasion Permits is required if you are planning to sell or serve beverage alcohol at occasions such as weddings, charity fundraisers, receptions, etc. and are issued through select LCBO stores located throughout the Province of Ontario. In order to obtain a special occasion permit, you must submit an application for approval. Once you have completed the application form, you must take it to the designated permit-issuing LCBO store in the municipality where the event is to take place. You do not need a Special Occasion Permit if you are serving beverage alcohol in a private residence, including the attached property (e.g., front or back yard). The sale of beverage alcohol in a private residence is not permitted.

For further information:
please call 416-365-5900 or 1-800-668-5226
visit the website: LCBO - Special Occasion Permits 

Music License

Performances of music in public, i.e. offices, stores, etc., require a licence. This licence is necessary whether the music is performed by live or recorded means.

For further information:
please call 416-445-8700 or 1-800-557-6226
visit the website: Need a Music Licence?  

Security Guards and Related Occupations

The Private Security and Investigative Services Act requires security industry workers, e.g., security guards, private investigators, bodyguards, bouncers or loss prevention personnel to apply for a licence from the Private Security and Investigative Services Branch (PSIS) of the Ministry of Community Safety and Correctional Services (MCSCS).

Under the Act, any business entity that employs its own in-house security personnel, but is not in the business of selling security services, is required to register with the Private Security and Investigative Services Branch.

Note: Businesses that employ security staff from a licensed security business do not need to register.

For further information:
please call PSIS at  416-212-1650 or 1-866-767-7454
visit the websites:
Private Security & Investigative Services - MCSCS
Private Security and Investigative Services Act  

4. Financing

Canada Business Ontario has created documents, which provide an overview of some of the main financing options for individuals starting and operating a business in Ontario, including programs offered or supported by the government.

For further information:
please call 1-888-745-8888
see the documents:
Financing for Starting a Business Info-Guide
Financing for Established Businesses Info-Guide

5. Managing Your Operation

Dealing with Business Taxes

All businesses must be aware of the various taxes that may apply to their product or service. Depending on the type and location of products or services being offered, federal, provincial and/or municipal business taxes may apply. For information specific to your organization you should consult an accountant or financial professional.

For further information:
See the Taxation Info-Guide

Other Resources:
Ontario Ministry of Revenue: 1-866-668-8297
Small Business Tax Help (MOR)

Canada Revenue Agency: 1-800-959-5525
Canada Revenue Agency (CRA)

Insurance and Liabilities

Insurance needs for businesses vary greatly. It is best to choose an insurance agent or broker familiar with your size of business and, in particular, an agent familiar with your type of operation. If you don't have an insurance agent, consider asking other business owners in your area to recommend one. The following list is included to remind you not to overlook the complex areas of business insurance. It is best, however, to discuss your specific requirements with your insurance agent.

Basic insurance:

• fire insurance (extended coverage on buildings and contents);
• liability insurance;
• burglary protection (theft coverage);
• dishonesty insurance (covers thefts by employees).

Insurance needs naturally vary from one business to the other, depending on your field of activity. It is best to choose an insurance agent or broker that is familiar with your field of expertise. As an event planner, liability coverage will be vital.

Third Party Liability Insurance implies that at all times, Liability insurance will pay damages to a Third Party because the insured is legally obligated to do so. Accidents must be reported to the insurer.

Note: Your professional association may have information about insurance packages specifically tailored for your needs. It is best, however, to discuss your specific requirements with your insurance agent.

For further information:
see the websites:
Insurance Bureau of Canada
Controlling Costs with Risk Management
Special Events

Market Research

Successful businesses have extensive knowledge about their customers and their competitors. Acquiring accurate and specific information about your customers and competitors is a critical first step in market investigation and development of a marketing plan.

In developing a marketing plan, your primary functions are to understand the needs and desires of your customer, select or develop a product or service that will meet customer needs, develop promotional material, and ensure that the product or service can be provided effectively at a profit.

For further information:
see the document: Market Research and Statistics

Marketing/Advertising

Word-of-mouth advertising and good public relations are often the best ways of promoting your business. Depending on your market and its size, also consider flyers, business cards, brochures, newspapers (especially for holiday promotions), radio, TV, the phone book and the Internet. Also bear in mind that a satisfied customer is good advertising. Referrals are also a valuable way of making customers aware of your products or services. Trade shows can be a great opportunity for networking and to advertise your services. Our document on trade shows, listed below, contains a number of links to popular trade show related websites.

A website is also a good marketing tool. It should have details to describe the location (your address, telephone and fax numbers, and directions on how to get to your establishment), hours of operation, services offered, credentials and anything else you think may be of interest to potential customers. However, once you launch a website, you should update it on a regular basis.

Participating in community events is another way of advertising your business. You may also hold events that will promote your business. No matter how you choose to market your business, it is wise to track how your clients became aware of your establishment - this may help determine your future advertising strategies.

For further information:
visit the website: Preparing a Marketing Plan
see the documents: E-Business Info-Guide

Competition Act - Misleading Advertising and Deceptive Marketing Practices

The federal Competition Act - Misleading Advertising and Deceptive Marketing Practices governs misleading advertising and deceptive marketing practices for most businesses in Canada. The Act defines which marketing practices are illegal and the process of complaint investigation.

For further information:
visit the website: Competition Bureau

Contracts

Event planning contracts may vary widely in their format and their length, depending on the nature and the complexity of the project. There are standard articles to include in written contracts: the name and the location of the parties involved, the date the contract is signed, an offer, an acceptance of the offer, consideration (i.e. the benefit accruing to the parties), signatures of the parties, etc. A written contract helps to avoid misunderstandings, to outline the terms of payment and to protect you in case of disagreements with your client on the nature of the assignment. If you do not possess the legal expertise to draft legal contracts that include all mandatory provisions, you should seek advice from a lawyer.

Clients and Proposals

Virtually all sectors of business call upon the expertise of event planners, so don't be too restrictive. Your clientele may consist of organizations from the public, the private and the non-profit sectors. To identify event planning opportunities, look for advertisements on websites, in newspapers, magazines and trade journals.

Whether you are responding to a call for proposals from the public, the private or the non-profit sector, there will be selection procedures to follow. These procedures will vary from one organization to the next, so gather all the required information before submitting your proposal.

The following are a number of areas you should be aware of when pursuing a contract for service. The appropriate professional services, such as legal counsel should also be sought out and utilized.

Profit Watching 

Making a profit is the most important -- some might say the only objective of a business. Profit measures success. It can be defined simply: revenues - expenses = profit. So, to increase profits, you must raise revenues, lower expenses, or both. To make improvements, you must know what's really going on financially at all times.

Employing people

What are the rules on working conditions in Ontario?

The Employment Standards Branch of the Ontario Ministry of Labour is responsible for the administration and enforcement of the Employment Standards Act, which provides for minimum terms and conditions of employment in most industries.

For further information:
please call 416-326-7160 or 1-800-531-5551
visit the website: Ministry of Labour 

Employment Regulations Info-Guide 

This Info-Guide is designed to help you navigate through the federal and provincial government regulations on employment. Although many of your questions will be answered here, the list of regulations given in this document is not exhaustive.

For further information:
see the document:
Employment Regulations Info-Guide

Related Legislation:
Employment Standards Act 

Fees

Event planners work for a fee. Pricing of their services will influence consumers and consequently the total revenue of their event planning business. In the end, the right price for the services of an event planner is the price that the consumer is willing to pay. For this reason, correct pricing decisions are a key to success.

As an event planner, there are many ways to set your fees: by the hour, by the day or by assignment. When you are quoting, make sure you include in your fee not only the cost of your labour, but also your daily overhead for the duration of the project, the indirect and direct expenses you will incur, as well as a profit margin. You want to build in your fee enough money to cover the operating costs of your business and the time you spent on marketing your services, maintaining your skills and administration. Do not bill clients exclusively on the basis of the time spent delivering your services. From your clients' perspective, you are an authority on a subject matter that is important to their operation; set your fees accordingly. However, when setting your fees, make sure you find the right balance between overcharging and undercharging: your business must be profitable, but your fees should not be scaring clients away. Research what your competition is charging to see if you are asking for too much or not enough.

Many factors influence the worth of your services. When setting your fees, take into consideration the following:

• rarity - knowing how rare knowledge is drives the value higher. Keep in mind though, that once your knowledge has been shared or sold to someone else, the value begins to dilute.
• accuracy and dependability - if the information/solutions that you are selling have consistently been accurate and measured to be of substantial value, you can charge more because the risk is less for buyers.
• market rate - in some cases the buying markets have already defined the going rate through supply and demand. For example, seasonable high demand may cause you to increase your rates; conversely, during low demand periods you may reduce rates to keep cash flow coming.
• initial rates - having already determined what your competition is charging, you may alter your rates to reflect your newness in the market. You are in essence trading rate for reputation. You need completed projects to gain credibility and presence in the marketplace. Being cost competitive may give you an edge in gaining those first few contacts.
• predetermined price - a defined project may have a fee or stipend already outlined.
• cost plus - determine what your costs are, including external expenses and overhead; multiply that amount by the percentage of profit you wish to make. That percentage may be used on the industry average.*

*This paragraph adapted from How to be a Consultant, Canada-Manitoba Business Service Centre, Western Regional Office, Manitoba Industry, Trade and Mines.

6. Associations

Canadian Federation of Independent Business (CFIB)

The Canadian Federation of Independent Business represents more than 100,000 owners of small and medium-sized businesses, distributed across all industry sectors and all regions of Canada. CFIB's advocacy is based on the strong feedback it receives from its members, and it has a high profile in government, in business and among the general public.

For further information:
visit the website: Canadian Federation of Independent Business (CFIB)

Canadian Special Events Society (CSES)

The CSES is a non-profit organization that represents the interests of the Special Events Industry in Canada.

For further information:
visit the website: Canadian Special Events Society (CSES) - Certification Program

International Special Events Society (ISES)

The Mission of ISES is to educate, advance and promote the special events industry and its network of professionals along with related industries.

For further information:
visit the website: International Special Events Society (ISES)

Meeting Professionals International is an international organization of meeting and event planners as well as suppliers to the industry and has eight chapters in Canada.

For further information:
visit the website: Meeting Professionals International  

7. Other Resources

Canadian Event Perspective

Charity Village - Q & A

Charity Village Research Library - Special Events and Promotions

Industry Canada: Programs and Services

Labour Market Information

Statistics Canada

The University of Western Ontario - Business Library 

Entrepreneur.com - How to Start an Event Planning Service 

Emergency Medical Services (EMS) - Planning the Medical Services for Your Special Event  

PowerHomeBiz.com - How to Start an Event and Meeting Planning Business 

Canadian Society for Industrial Security Inc. (CSIS)     

Canadian Security Association (CANASA)  

Ontario Tourism Marketing Partnership (OTMPC)  

Insight+Foresight+Planning = Success

Need more information?

Click: Canada Business
Call: The Business Info Line, a collaboration between ServiceOntario and Industry Canada, at 1-888-745-8888
Visit: Find a Community Partner Location near you

DISCLAIMERS

Information contained in this document is of a general nature only and is not intended to constitute advice for any specific situation. Users concerned about the reliability of the information should consult directly with the source, or seek legal counsel.

Some of the organizations listed above are not subject to the federal Official Languages Act or the French Language Services Act of Ontario. Their services may not be available in both official languages.