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School of Business

Event Business: Plan, Sell Tickets, Find Sponsors

Step 6 of 11 in Business Hall

Next in your path: 2.7 Selling Online Courses & Digital Products

What you'll be able to do
  • Turn an event idea into a clear plan with a date, venue, budget and run-of-show.
  • Work out your break-even point before you spend money.
  • Price and sell tickets the legal way in your country (all-in prices, no hidden fees; Canada's rules are the worked example).
  • Build sponsor packages that give brands something real in return.
  • Run giveaways and contests that follow your country's rules (Canada's rules are the worked example).
  • Spot the risks that sink events (alcohol, safety, over-promising) before they happen.
Words in this course 57Open the Vocabulary Hall
01

From idea to event plan

In simple words

An event is like a birthday party for lots of people. Before the party you need a day, a place, snacks, and a list of who is coming. A plan is just that list, written down early.

Key facts
  • A one-page event plan answers: Why (goal), Who (audience), What (format), When (date and times), Where (venue), How much (budget and ticket price), Who does what (team).
  • A run-of-show is a minute-by-minute schedule for the day: doors, speakers, breaks, raffles, close. Everyone on the team works from the same copy.
  • A critical path is the list of tasks that must happen in order (for example: book venue, then announce date, then open tickets). If one slips, everything after it slips.
  • Venues commonly ask for a deposit, a signed contract and proof of liability insurance. Read the cancellation clause before you sign.
Example (planning timeline for a one-day event, 6 months out)
Months beforeTask
6Pick goal, audience, date; shortlist 3 venues
5Sign venue; build budget; draft sponsor deck
4Open early-bird tickets; pitch first sponsors
3Book speakers, vendors, volunteers
2Regular-price tickets; content push
1Run-of-show, signage, volunteer briefing
Week ofFinal numbers to venue; walk-through
Step by step
  1. Open a blank page and write seven headings: Why, Who, What, When, Where, How much, Who does what.
  2. Answer each heading in one sentence.
  3. Shortlist 3 venues. Ask each for the deposit, contract, insurance requirement and cancellation clause.
  4. Write a critical path: book venue, announce date, open tickets, in that order.
  5. Copy the timeline table from the lesson and put your real dates next to each month.
  6. Check: a stranger could read your one-page plan and know what the event is.
Watch on YouTube
How to Write Your Best Sponsorship Proposal YetThe Sponsorship Collective · YouTube · youtube.com

Videos by other creators on YouTube, for reference. They are not made by or affiliated with The Future Market.

LESSON 01From idea to event plan
LESSON 01 / ANIMATED LESSON / AI VOICE00:00 / 01:00
Read the video script
[Host] "Every great event starts as a boring document. Here's the one page you need."
[Text on screen: Why, Who, What, When, Where, How much, Who does what] "Seven questions. Answer them before you book anything."
[Screen: a simple run-of-show spreadsheet] "On the day, this is your bible: the run-of-show. Minute by minute."
[Host] "Write the plan first. Spend money second."
Try it now

Write your one-page plan for a real or practice event. Answer all seven questions in one sentence each.

ClaudeStuck? Copy a ready-made prompt for Claude

Copy this, open Claude, paste it, and Claude will walk you through the lesson step by step.

For a grown-up: Claude is for adults (18+). Copy this, paste it into Claude, and use the answer to explain the lesson to your child.

I'm learning "Event Business: Plan, Sell Tickets, Find Sponsors" on The Future Market. Lesson 1: "From idea to event plan".

What the lesson teaches:
- A one-page event plan answers: Why (goal), Who (audience), What (format), When (date and times), Where (venue), How much (budget and ticket price), Who does what (team).
- A run-of-show is a minute-by-minute schedule for the day: doors, speakers, breaks, raffles, close. Everyone on the team works from the same copy.
- A critical path is the list of tasks that must happen in order (for example: book venue, then announce date, then open tickets). If one slips, everything after it slips.
- Venues commonly ask for a deposit, a signed contract and proof of liability insurance. Read the cancellation clause before you sign.

The exercise I'm working on:
Write your one-page plan for a real or practice event. Answer all seven questions in one sentence each. ---

I'm stuck. Please:
1. Explain the main idea in plain, simple words with one everyday example.
2. Walk me through the exercise one small step at a time. Ask me what I've done so far before giving the next step.
3. Don't just give me the final answer. Help me do it myself, and check my work when I share it.
I'm a parent helping my child (about 8 years old) with a lesson called "From idea to event plan" from the course "Event Business: Plan, Sell Tickets, Find Sponsors".

Here's what the lesson says:
An event is like a birthday party for lots of people. Before the party you need a day, a place, snacks, and a list of who is coming. A plan is just that list, written down early.

The activity:
Write your one-page plan for a real or practice event. Answer all seven questions in one sentence each. ---

Please explain this so an 8-year-old understands: short sentences, a fun everyday example, and no hard words.
Then give me 3 simple questions I can ask my child to check they understood, and a way to do the activity together, one tiny step at a time.
Open Claude
My notes
02

Budget and break-even

This lesson is part of full access: every course and every level for one payment.

03

Pricing and selling tickets the legal way (with Canadian examples)

This lesson is part of full access: every course and every level for one payment.

04

Finding and pitching sponsors

This lesson is part of full access: every course and every level for one payment.

05

Contests, giveaways and promotions (with Canadian examples)

This lesson is part of full access: every course and every level for one payment.

06

Event-day risks and what to learn from failures

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++

Final project

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??

Quiz

  1. What is a run-of-show?

  2. Fixed costs $9,000, ticket $50, variable cost $20 per person. Break-even?

  3. What is drip pricing?

  4. Which kind of extra charge is usually allowed on top of an advertised price, where price rules require mandatory fees to be included?

  5. Name two things a safe giveaway usually has.

  6. What does a sponsor really pay for?

  7. What is usually needed to serve alcohol outside a licensed venue?

  8. You pay a photographer $800 in fees in one year. What should you check?

EX

Final exam

This lesson is part of full access: every course and every level for one payment.

CE

Certificate

This lesson is part of full access: every course and every level for one payment.