Unit 13: Organising an Event.

Setting the Scene

In the business world you are often required to plan and organise an event such as a
conference, meeting or staff outing. This unit gives you the opportunity to plan, manage and
administer, to completion, a one-off event, concentrating on the practical knowledge,
understanding and skills this needs in the business world. Ideas for possible events and links
to resources can be found at the end of the task sheet.
Whilst you are planning and organising this event as part of a group your coursework must
be completely individual and written independently.
DEADLINES Your event MUST take place by: Friday 23rd November (realistically you will not
be ready before half term)
Task
Task
Task
Task

1
2
3
4

Friday 27th September 2013

Friday 25th October 2013
and Task 4 sections 13.4.1,2 & 3 Friday 29th November 2013
section 13.4 Wednesday 18th December 2013

NB Section 13.4 = strand C and worth 15 marks

Sections 13.4.1, 2 and 3 = Strand D, worth 15 marks
TASK 1 Feasibility Study
In this task you are required to undertake a feasibility study. This means that you examine
your idea and determine the extent to which the project may be done practically and
successfully. There are a number of elements that need to be considered.
13.1.0 The Event
Your choice of event should be something substantial that offers enough scope for those in
your group to make equal and effective contribution. You MUST seek approval from your
teacher before starting this assignment. (Your teacher will also need to attend the event as
witness statements need to be completed.)
In this section you should produce a description of your event which includes: date, venue,
target customer, description of event and reason for choosing the event.
13.1.1 The Team
Working in a team can be a challenge in its own right. It is important to agree some standards
and have a shared vision for the way in which the team should manage itself and work
together. In every project you need somebody who is in charge, this may occur naturally but
other methods should be considered as well, such as voting.

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Produce an organization chart that represents your team management. Individuals

may well be responsible for more than one aspect of team management. It should
identify who is
In overall control
In charge of operations (providing services)
In charge of finance
In charge of marketing
In charge of administration

Explain

Decide the extent to which ICT will be used in your team management. Examine the
following applications and decide if and how they will be used by your group. Include
any other applications or software you feel will be used by the group.

how your will effectively manage your team covering the following areas:
Personnel records (Contact details and timetables.)
Meeting times / Meeting places
Who is responsible for booking meeting times and places
Who will produce agendas
Producing minutes
What documentation will be kept and why.

Email
Internet
Databases

Web Design Packages

Desk Top Publishing
Spreadsheets

13.1.2 Event aims, objectives and desired outcomes.

Clearly state, and explain, the aims of your event.

Set SMART objectives relating to client and organisational outcomes and quality
standards.

When setting both aims and objectives you must cover the following areas.
o Client needs and wants
o Customer needs and wants
o Your group needs and wants
o Individual and personal needs and wants
o Desired outcomes
o Quality standards
Before we proceed with an event we should have a clear idea of what we want to achieve.
The objectives should be SMART. Below is the definition and examples of SMART targets;
S
M
A
R

Specific
To attract 1000 people to our annual Christmas dinner.
Measurable Be able to count the number of people attending to evaluate the
achievement
Achievable Setting targets which are achievable
Realistic
Setting targets which are within the constraints of the group.

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T Timed
All targets should be set in the context of a time frame.
13.1.3 Event Feasibility Market Research
You need to establish the feasibility of your proposed event by carrying out thorough market
research. You must carry out both primary and secondary research and the resulting analysis
should include both qualitative and quantitative data.

Complete a table similar to the one shown below. The table should include all the
research that is being undertaken by the group as a whole. However, you should
highlight the research tasks that you are individually responsible for.

Area of
research
Expected
Costs

Specific
research
Location Hire

By Who

Methodology

By when

Mr. T

By Telephone

12/06/06

Transport

Mrs. R

Internet

12/06/06

Conduct all research and record the results.

Write a detailed conclusion which explains the findings from each research task. These
findings should directly correlate to table produced earlier in this task.

13.1.4 Event Feasibility - Financial Constraints

From your research you should have a good understanding of the financial implications of your
event.

Identify the fixed and variable costs associated with your event, as well as the selling
price.
Carry out a break even analysis for the event.
Produce a comprehensive cash flow forecast, with detailed justification of expected costs
and revenues. (It is advisable that your justifications are written as a separate document
that accompanies the cash flow forecast.)
Produce a profit and loss account for the event. (It is advisable that you produce
annotation to accompany the profit and loss account, explaining all listed costs and
revenues).
Produce a commentary that explains the implications of the findings of 13.1.4.

13.1.5 Confirming your event

Produce a final paragraph which brings together all of your research and how it
demonstrates that your event is feasible.

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TASK 2
PLANNING THE EVENT, REALISING THE CONSTRAINTS
13.2.1

Risk Assessment, Contingency Planning and Insurance Requirements

Every activity or event poses risk in some form or another to either, the host(s), participants
or organisers. In terms of organising an event, we have a duty of care to all those who are
participating in the event and as such we need to be aware of possible risks and limit them to
a minimum wherever possible.
In the last five years new legislation made it a legal requirement for event organisers to
conduct a Risk Assessment and make a judgment as to how safe the event would be.

Produce a detailed Risk Assessment of your event.

Your risk assessment should have identified a number of potential risks. As a result you should
ensure that you have put in place strategies that will reduce the risk to participants.

Identify possible contingency plans that could be used should one of the risks
identified occur.

Research legal constraints. Consider any legislation that may effect the management
of your event. State which Acts will affect your group and explain their impact.

All events need to be insured in case things go wrong. The most common type of insurance
required is Public Liability. It insurances against personal injury if anything unfortunate were
to occur. Most institutions such as schools, entertainment centers etc already have this
insurance. However you should include quotes for this type of insurance and state if you will
require it. (It may be that you will be insured under policy of the host).
Consider some desirable insurance, protection against loss or theft of property or car
protection. Find quotes and decide if you will take out this insurance policy.
13.2.2 Managing Time Constraints.
Every project needs to be carefully managed in terms of time. In this section you should
examine the sequence of events that occur and have an understanding in the effect of delays
within the project.

Produce a flow chart to show the individual tasks that need to be complete and the
order in which they should be completed in.
Produce a Gant Chart to identify when the activities and tasks will take place.
Produce a Critical Path Analysis for your event.

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13.2.3 Physical Resources and security

Much of your planning will have now been completed and as such you should have a clear idea
of the resources you require. You should produce a document which outlines the equipment
and resources required in order to successfully stage you event. Try to foresee any problems
with procurement and transportation of resources and identify contingency plans wherever
possible.
Using Worksheet 19, Planning and Preparation may well help you produce this document.
Outline any security issues that may need to be considered in this section, use of professional
security companies, how you will deal with large numbers of strangers in a school or how you
will ensure participants are kept as safe as possible in unfamiliar surroundings.
13.2.4 Quotes and Contracts
It is important for you and your clients that your event constitutes value for money. As a
result you should not accept the fist quotes you get. Shop around for the quotes that offer
you the best deal. This does not mean the cheapest quote but rather the one that offers the
most advantages in the context of your event.

Complete a quote collection sheet for quotes such as Venue hire, suppliers, security
organisations and transport providers.

Confirm contacts made for the above.

Ensure that you have sample letters, emails or any other correspondence with client,
customers or suppliers. Include copies of final contacts and final conformations of booking
etc.
13.2.5 Marketing and Publicity
Your team should now consider how to attract your target market. Examine activity sheet 24.

Decide on the aims of the promotion and marketing material.

Decide on the methods of promotion you will use, you could consider advertising, sponsorship,
special guests or links with charities in order to promote your even.

Look at the following table and complete it in with the methods of promotion that your
group have decided to use. In the cost constraints section you should outline any costs
associated with the chosen method.

Method of
promotion

Advantages

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Cost constrains

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13.2.6 Confirmation of finances and cash handling practices.

In section 13.1.4 you gave a detailed outline of the finances involved in this event. In this
section you should confirm that the original predictions were correct or adjust them in light of
new findings.
Now that you have a clear understanding of the financial aspects of the event it is time to
consider how the money will look after.

Decide on and write up a cash handling procedures. When producing this document
you should also consider how best to avoid theft. Avoid large amounts of money
building up and consider where proceeds will be kept. It is usual practice for the group
to require two people to be in charge of the cash and the people responsible
independently sign cash. record sheets and logs to confirm the cash position.
Create a cash record sheet These can be used when goods, tickets or entry fees are
paid.
TASK 3
THE EVENT

Provide photo evidence and witness statements to demonstrate that your event has taken
place.
Also keep a record of all minutes which should be put in the appendices.

TASK 4
EVALUATING THE EVENT
In this section of the assignment you will evaluate the success of the event. When writing this
section it is helpful to consider the event in three sections;
Meeting the needs of the client
Team working
Personal contribution
13.4.1 Meeting the objectives
In this section you should compare the target aims and objectives with the results of the
event. You should write this evaluation in detail and wherever possible substantiate your
statements with supporting evidence. This could include a wide variety of things such as; cash
sheets, photographs, copies of letters or correspondence.
13.4.2 How the client perceived the event (Client eg school and customer).
It is vital that we understand and take into account the views of the client when organising an
event. By understanding the clients likes and dislikes we are able to improve and develop
any further events we may undertake.

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Create a questionnaire that examines the client reaction to your event. It should
include
o Positive feedback
o Constructive criticism
o Any areas where there could have been improvement.

In order to successfully examine the client reaction to your event it is necessary to not limit
yourself to one interested party. For example, in order to get a detailed analysis of your
event you may need to question suppliers, hosts, transport companies or staff.

Analyse the results and produce graphs and charts to help demonstrate your findings.

Write
o
o
o

a section that concludes your findings. Link your summaries to the following
Positive feedback
Constructive criticism
Any areas where there could have been improvement.

13.4.3 Team Working

It is important that you are able to analyse the way in which your group worked together. In
this section you should evaluate this based on the following criteria:

How effectively did your team work together? This should be considered in
terms of
o attending meetings
o effective communication
o Supporting one another
Completing tasks and time management.

Did your team put in equal effort and contribute to the overall success.

13.4.4 Individual contribution

Your individual contribution also needs to be assessed.
You must produce a list of the things that you were personally responsible for. You should try
and describe them in detail and explain how you went about completing them.
You need to evaluate how well you carried out each task. Consider your strengths /
Weaknesses and areas for improvement. This could be completed in a table such as the one
shown below?
Task Completed

Strengths

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How well did you meet deadlines?

How well organised were you throughout the planning of the event?
If you were to do the event again what would you do differently.
What is your perception of the event? Do you think it was a success, partial success or a
failure. Justify your answer.
How much do you feel you contributed to the outcomes of the event?

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Possible ideas for events

Musical evening: Organise the running of the evening particularly if the school, college, one of
the learners or department has contacts with the music department band or group of bands.
Stage a battle of the bands.
Charity fundraising: Raise money for a charity associated with the school or college, or look at
some of the following websites for information about how to contact and work with the
charity involved. Oxfam will support you with a fundraising toolkit. (www.oxfam.org.uk). Save
the Children Fund has a special section on its website for youth fundraising activities.
(www.savethechildren.org.uk/youngfundraisers) BBC Children in Need also has a special
section on its website www.bbc.co.uk/pudsey/get_involved Friends of the school or college
organisation. You could host a sponsored event in order to raise money or hold an
environmentally friendly balloon launch.
Talent show/play: Take on the responsibility for running the organisation, advertising,
marketing and sales behind a school or college production.
Group outing: Arrange to take a year group to a pantomime in London or theme park.
Christmas Meal: You could host a Christmas meal for Sixth Form students or a works evening.
Disco: Organise a disco for a younger learner group such as years 7-9.
Young Enterprise: Invite a group of previous learner achievers to speak at the school about
their experiences.
Organise a Young Enterprise fair for years 10 to 13. Include members of a trade union and
members of the business community as speakers.
Promotional event: Arrange a food tasting for a local business such as a delicatessen or a
coffee tasting for a caf.
Multi-cultural evening: Organise a multicultural evening people bring and share food, talk
about their traditions and holiday events.
Exercise: Organise a sports day, or arrange a water sports day where everyone gets wet.
Learner conference: Organise a business studies conference on one area of the syllabus and
invite learners from other schools to attend, eg human resources.

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Helpful Resources
13.1.0 Introduction
Feasibility worksheet (activity sheet 1)
13.1.2 The Reason(s) for the event, your aims, objectives and desired outcomes.
Reasons for organising an event (activity sheet 2)
Aims and Objectives (activity sheet 3)
Smart Targets Info (activity sheet 4)
Setting SMART targets (activity sheet 5)
13.1.3 Conducting primary and secondary research, analysing qualitative and quantitative
data.
Establishing the research requirements (activity sheet 6)
Summary of research (activity sheet 7)
Presenting research results (activity sheet 8)
13.1.4 Understanding financial constraints. (Fixed and variable costs, sources of finance,
expected income)
Examining Costs and Revenue (activity sheet 9)
Cash flow forecast (activity sheet 10)
Profit and Loss account (activity sheet 11)
Break Even Analysis (activity sheet 12)
TASK 2
13.2.2 Risk Assessment.
Understanding Risk Assessment (activity sheets 13)

Planning Risk Assessment (activity sheet 14)

Producing a Risk Assessment (activity sheet 15)
Considering Contingency Plans (activity Sheet 16)
Legal Responsibilities Information sheet (activity sheet 17)
Considering legal responsibilities and insurance (activity sheet 18)
13.2.3 Managing Time Constraints
Planning and Preparation (activity sheet 19)
http://www.mis.coventry.ac.uk/~nhunt/cpa/listof.htm (Critical Path analysis web site)
Understanding Critical Path Analysis (Activity Sheet 20 Critical path presentation)
Understanding critical path analysis (Activity Sheet 21)
Constructing a critical path analysis (Activity Sheet 22)

13.2.5 Quotes and contracts

Quote Collection Sheet (Activity Sheet 23)

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