Everything you need to know about running events for your start-up

Everything I've learned from running our first major event

Hey all, this is the monthly deep dive! As a thank you for bearing with me as I juggled all of the Crowned with Care work, this issue is available for everyone, is more detailed than the usual and has 5x free resources that you can download. Thank you as always for your support. It means the world!

Problem: I want to run events but have no idea where to start… halp!

As I’ve been building Mane Hook-Up, I’ve quickly realise that attention is one of our most valuable currencies. Events (whether in-person or virtual) are a powerful way to earn that attention, deepen relationships, and create momentum around our brand in a way that other channels just can’t replicate.

Having spent the best part of the year, planning and designing the London Crowned with Care event, as well as the online and in-person stylist events, I can see just how much this face time plays a role in community engagement and growth.

But while a well-run event can build community, trust, and even revenue, a poorly executed one can leave people disengaged, frustrated, and unlikely to come back.

That’s why event planning should never be an afterthought. It’s a strategic tool — and like any tool, it works best when you know exactly how to use it.

This guide is designed to walk you through the full process of hosting an event for your start-up, from setting a clear purpose to delivering a seamless experience.
Whether you’re hosting a hands-on workshop in your city or a virtual launch event for a new product, you’ll learn not just the "what" but the "how", with practical steps, lessons learned, and tonne of resources (that I wish I had) to get you started.

By the end, you’ll have a blueprint you can adapt to any type of event and the confidence to use events as a real growth channel for your start-up.

1: Define the purpose of your event

Before you think about booking a venue or setting a date, you need to be crystal clear on why you’re hosting an event in the first place.

For me, it’s one of two things. Events are either a way of supporting our community (e.g. Crowned with Care) or to grow our business and platform (e.g. stylist business events).

I’ve seen a lot of people jump straight into logistics. Things like how many people, where, what platform, without anchoring their event to a specific business goal.

That’s a mistake that leads to wasted time, money, and energy.

Every successful event starts with a simple but critical question:

What business problem am I trying to solve?

• Maybe you need to generate high-quality leads because your sales pipeline is slow.

• Maybe you want to deepen loyalty among your earliest customers.

• Maybe you're launching a new product and need to build early buzz or excitement.

• Maybe you simply want to build credibility and position your brand as a leader in your market.

The purpose of your event will dictate everything else: the format, the audience you invite, the experience you design, and even the way you measure success afterward.

Here’s a quick way to stress-test your event idea…

If you can't explain in one sentence what success looks like for your event, you're not ready to plan it yet.

For example:

• "Success is 30 qualified leads for our new product launch."

• "Success is a 40% attendance rate from our early adopters, strengthening loyalty."

• "Success is creating a buzz on social media with 100+ tagged posts about our pop-up shop."

When you have that one clear sentence, every decision you make will feel easier, because you’ll know exactly what you’re working toward.

2: Budgeting and resource planning

Once you’re clear on your event’s purpose, the next step is getting brutally realistic about what you can afford — not just in money, but in time and team capacity.

It’s easy to underestimate how much an event costs, even a small one.

It’s just as easy to overcommit yourself or your team and end up scrambling at the last minute.

Start by answering two key questions:

1. How much money can we comfortably invest in this event?

2. Who on our team (or outside of it) will be responsible for getting this event delivered?

When it comes to money, map out every potential cost, not just the obvious ones.
Think about:

• Venue hire or virtual platform fees

• Tech equipment (cameras, mics, lighting) for virtual events

• Catering or hospitality

• Guest speaker fees or performer fees

• Marketing and paid ads

• Branded materials (badges, banners, printed agendas)

• Professional photography and videography

• Staff travel and accommodation if needed

• Insurance (especially for in-person events)

Always add a 10-15% buffer for unexpected costs — they will come up (trust me).

When it comes to people resources, be honest about your team’s bandwidth.
If you’re a lean start-up, you might need to:

• Hire a freelance event coordinator

• Outsource design work for your invites or landing page

• Bring in extra hands for set-up, guest check-ins, or tech support (a great way to do this is via friends and family)

The earlier you know where the gaps are, the earlier you can fill them, without burning out your core team.

Pro Tip:
If your budget is tight, get creative.

• Partner with another brand or start-up to split event costs.

• Offer sponsorship packages to companies that want access to your audience.

• Host in a co-working space that’s already set up for events, reducing venue and equipment costs.

🗓️Download this Event Budget template, with a pre-built list of costs to help you understand the estimated and actual costs.

Getting Sponsors for Your Event

Securing sponsorships can really reduce the financial burden of hosting your event and up the quality too. Sponsors can also bring additional visibility, credibility, and resources (all things that help you in the long run).

At our last event, we had one event sponsor who contributed to 30% of the costs and around ten brands that donated hair care products. All of this additional exposure from brands really helped us to gain momentum, and also helped to differentiate us from the other platforms out there.

Remember, collaboration is also a brand value. Making it clear that your brand openly collaborates with other like minded companies is a great way for sponsors to land on your doorstep as well.

1. Identify Potential Sponsors

Start by looking for brands or individuals who align with your event goals, your audience and would benefit from the additional exposure. For example, if I’m hosting an event for hair stylists via Mane Hook-Up, I’ll speak to hair and skin care brands as well as salons who can benefit from being involved.

Consider these categories:

• Industry-related businesses: Brands that offer services or products related to your event's theme.

• Local businesses: Businesses in the same area as your event location that want to target attendees.

• Complementary brands: Companies in adjacent industries that share your target audience, even if they’re not directly related to your event.

2. Create a sponsorship package

Once you've created a list of a few potential sponsors, start ironing out the sponsorship package that lists the benefits of sponsoring your event. A package should clearly show that they can gain, and how this will help them achieve their wider goals. But, before you throwing ideas out there for the package, do your home work. See if any brand mission and objectives can be seen online, and make sure your package is also aligned with it.

Sponsorship package components to include:

• Brand visibility: How will their logo be displayed? E.g., on event materials, at the venue, on social media posts.

• Speaking opportunities: Can they speak or present at the event? If it's a panel discussion or presentation, this could be an attractive offering.

• Promotional materials: Will they have the chance to distribute their products or brochures?

• Social media mentions: Include how often and where their brand will be mentioned on your event’s channels.

• Event tickets: Provide complimentary tickets to sponsors, so they can attend the event themselves and network with other participants.

3. Reach out to potential sponsors

Create a personalized outreach strategy. It’s important to approach potential sponsors in a way that highlights mutual benefits. Show them how sponsoring your event will help them meet their marketing objectives. Tailor your pitch based on the size and goals of each potential sponsor.

Tips for reaching out:

• Initial contact: Start with a friendly email introducing your event, your audience, and the value proposition for them.

• Follow-up: If you don’t hear back, send a polite follow-up email or schedule a call to discuss the sponsorship opportunity in more detail.

• Be prepared: Have a detailed sponsorship deck or presentation ready to share with prospects, highlighting event details, audience demographics, and the sponsorship benefits.

4. Negotiate sponsorship terms

You’ve sent the emails and have had a few calls. A brand has expresses interest — now it’s time to negotiate the terms. Be clear about the level of sponsorship they’re committing to and the benefits they’ll receive. Be flexible and open to customizing packages based on their needs, but ensure that you’re also protecting the integrity of your event and the value of your sponsorship opportunities.

Key items to negotiate:

• Amount of funding or resources provided: Cash or in-kind sponsorship (e.g., products or services).

• Sponsor placement: Where will their logo appear? What kind of branding will they get at the event?

• Rights and responsibilities: Define what both parties are responsible for, such as event logistics or marketing collateral.

5. Keep sponsors engaged

After securing sponsors, continue to engage with them to ensure they feel valued throughout the planning process. Keep them informed of event progress and be sure to follow through on all promises made during the negotiation stage.

Once the event is over, don’t forget to send a thank you message and provide them with metrics on how the event went (attendance numbers, social media impressions, etc.). This helps to build a long-term relationship, which could lead to continued sponsorship in the future.

3. Choosing the right format (Virtual vs. in person)

Now that you know why you’re hosting your event and what resources you have, it’s time to choose the right format.

The biggest mistake you can make here is forcing your event into a format that doesn't serve your goals, or your audience.

Ask yourself:

• Where is my audience physically located?

• How important are face-to-face interactions for this goal?

• How much time and budget do I realistically have?

For example, I’ve decided that 75% of Mane Hook-Up’s events will be virtual (for now) and 25% will be in person. Why? Because our audience is pretty evenly split across the UK and US. And to serve them all well, we need to make events as accessible as possible, which means running a lot of them online.

Both in-person and virtual events have clear advantages and trade-offs. Here are a few to consider before you make a final call.

In-Person Events

Best for:

• Building deep, personal relationships

• Hands-on workshops, demos, or product experiences

• High-impact brand moments (launches, celebrations)

Considerations:

• Higher costs (venue, travel, catering, materials)

• More complex logistics (permits, insurance, health & safety)

• Local reach unless attendees are willing to travel

If you're launching a flagship product, onboarding key customers, or trying to create strong emotional connections, an in-person event can be worth the extra effort and cost.

Virtual Events

Best for:

• Reaching a geographically spread-out audience

• Educational content like webinars, panels, or product walkthroughs

• Fast, low-cost engagement experiments

Considerations:

• Harder to capture and keep attention (especially for long sessions)

• Tech quality matters — poor audio or video will lose attendees fast

• Needs strong moderation and facilitation to keep people engaged

Virtual events are ideal if your audience is global, your budget is limited, or you need to move quickly.

They can also serve as a powerful testing ground: you can validate interest before investing in a big in-person version later. Having run a few online events last year, I knew what did/didn’t land with stylist and took the time to really consider this before planning any events for 2025.

Another option: hybrid events

In some cases, you might combine both, hosting a small live audience while streaming the event online.

But be warned: hybrid events add extra complexity. Unless you have strong tech and a team experienced in live production, it’s better to focus on doing one format really well.

Bottom line…
Choose the format that helps you reach your primary goal in the most effective, sustainable way, not just the one that feels trendy.

4. Timeline and project management

Events don’t fail because people don’t work hard, they fail because people work hard on the wrong things at the wrong time.

That’s why having a clear timeline and project plan is critical.

Even small events need to be treated like mini-projects, with clear deadlines, owners, and milestones. Otherwise, last-minute chaos is almost guaranteed (and you’ll be running around like a blue-arsed fly, for next to no reason).

Here’s how to build a timeline that sets your event up for success:

Step 1: Start backwards

Set your event date first. Then work backward to figure out when everything needs to be completed.

For example:

• If you need two weeks to promote the event, your invitations need to go out at least 6 weeks before the event.

• If you’re ordering printed materials, you need to finalise designs 8 weeks before.

This approach forces you to be realistic about lead times (and gives you a chance to add a time buffer in case anything unexpected happens too).

Step 2: Break the event into major phases

Typical phases for a start-up event might include:

1. Planning: Defining goals, setting the budget, confirming the format and venue/platform.

2. Pre-Event Promotion: Designing invites, setting up registration, running email and social campaigns.

3. Logistics Finalisation: Confirming suppliers, speakers, tech checks, catering, staffing.

4. Event Delivery: Live execution, attendee management, real-time problem-solving.

5. Post-Event Follow-up: Thank-you emails, surveys, content distribution, sales follow-up.

Each phase should have its own mini-deadlines and assigned owners.

Step 3: Assign clear responsibilities

One of the fastest ways to derail a project is vague ownership ("we'll all chip in" = no one is truly responsible). And you can work around this pretty easily by assigning one lead person for each part:

• Logistics Lead (venue, catering, AV)

• Marketing Lead (promotion, social media, emails)

• Experience Lead (agenda design, guest experience, speakers)

In a small team, one person may cover multiple roles — that’s fine, as long as it’s clearly defined.

Step 4: Build in buffer time

If there’s anything you remember from this post, please let it be this.

Always expect delays.

Suppliers will run late.
Guest speakers will drop out.
Registration platforms will have glitches.

Add at least 10–20% extra time into your timeline, especially in the final 2 weeks before the event to save yourself headache and some unnecessary grey hairs.

Pro Tip: Use simple tools like Trello, Asana, or even a shared Google Sheet to track tasks and deadlines. It doesn’t have to be fancy, it just needs to be visible to everyone involved and work well.

🗓️To save you time, download this Event Timeline Template, with a pre-built task list and suggested deadlines for both in-person and virtual events.

5. Marketing and promotion strategy

No matter how good your event is, it won’t matter if no one shows up.

And getting people to commit (especially to a start-up event) takes more than a few posts on social media.

You need a structured, intentional promotion strategy that builds awareness, drives excitement, and nudges people to actually register and attend.

Having guests (especially those who are well known) can help you to sell tickets. But, you can’t just rely on their audience, you have to be able to rely on your own and know how to build momentum.

Here are a few ways you can do that…

Step 1: Define your target audience

Promoting to everyone will almost guarantee that you attract no one.

So get laser-specific by thinking:

• Who would get the most value out of this event?

• Who do you most want in the room (or on the webinar)?

• What industry, job titles, customer types, or community groups are you targeting?

Write a short audience profile before you start creating marketing materials. This will make your messaging much sharper and keep everyone on the team singing from the same hymn sheet when they’re working on event materials.

It’s almost guaranteed that every team member will (at some point) be responsible for writing copy. Even if you, the Founder, sign off, you don’t want to waste time re-writing misaligned messaging because of lack of consistency. So take the time to nail your positioning and share it with your wider team.

Step 2: Craft a strong value proposition

Most event invites fail because they’re focused on what the organiser wants ( e.g. join us for a great event!) instead of what the attendee will gain.

To make sure your event promos actually convert viewers into attendees, make sure you answer these few questions in every piece of content:

• What’s in it for them? (learning something, connecting with others, getting early access, etc.)

• Why now? (urgency or exclusivity)

Here’s an example of strong messaging: "Learn how to triple your qualified leads in 90 days — and get exclusive access to our new AI sales tool, before it launches to the public."

There’s a huge gain (3x leads) and a bit of FOMO combined with exclusivity (tool access before the public).

Step 3: Choose your channels wisely

When you have a small team, and a lot to cover ahead of an event, you can’t be everywhere at once. The best thing you and your team can do is focus on 2–3 channels you can actually manage well, rather than spreading yourself too thin.

Some of the most effective event promo channels usually include:

• Email Marketing: Personalised emails to your existing audience always perform best (they’re likely to have a higher conversion rate).

• LinkedIn: Great for B2B events; use both organic posts and direct outreach.

• Instagram: If your event is highly visual (pop-ups, panels, creative demos).

• Partner Channels: Collaborate with partners, speakers, or sponsors who can promote to their audiences.

• Community Groups: Slack groups, Facebook communities, WhatsApp networks — wherever your audience already hangs out.

Paid ads can work but usually require a higher spend to be effective for events, especially if you don’t already have a warm audience. Be weary of this and only consider this if you have the budget.

Step 4: Create a promotion timeline

One of the pitfalls I see a lot of people fall into is promoting an event far too late (especially for anything that’s in person and costs money to attend). An example of a schedule you can keep is:

• 6–8 weeks before: Launch announcement, save-the-date

• 4–6 weeks before: Open registration, highlight benefits

• 2–4 weeks before: Speaker reveals, behind-the-scenes teasers

• 1–2 weeks before: Countdown reminders, final push for sign-ups

• 48–24 hours before: Urgent last call messages ("Last chance to register!")

Mix content formats: emails, short videos, testimonials, behind-the-scenes posts, and personal invites from your team.

But, also remember that your promo timeline will vary depending on whether your event is in-person or virtual. Personally, I only start promoting virtual events about two weeks ahead of time so it’s fresh in the mind of our attendees. If you get people booked in too far in advance, they tend to forget and double book themselves as virtual events are typically viewed as less significant.

Pro Tip: If you can, send personal one-to-one invites (not just mass emails). People are far more likely to attend if they feel personally invited.

📣To make this easier, download our Event Promotion Checklist and Email Template — it covers what to post and send, and when.

6. Designing an exceptional attendee experience

An event’s success isn’t just measured by how many people decide to turn up. It’s measured by how people feel during and after it.

Did they enjoy themselves? Did they feel taken care of? Were they glad they came?

When you focus on the attendee experience, you turn passive participants into passionate advocates. These are the kind of people who will tell their friends and invite them along to the next one, or sing your praises online.

If you’re not sure what to do to create an A* experience, here are a few ideas.

Think about the whole journey (not just the main event)

Most organisers make the mistake of thinking the event experience starts when people walk through the door or log in.

In reality, it starts much earlier — the moment they first hear about your event.

Ask yourself:

• When they receive the invitation, does it feel clear and exciting?

• When they register, is it simple and reassuring?

• In the days before the event, are they given the right information to feel prepared (agenda, address or links, dress code, what to bring)?

Each small moment either builds excitement or plants seeds of doubt.

When people feel guided every step of the way, they arrive open and positive. A huge advantage before the event even begins.

Clarity creates comfort

One of the biggest causes of attendee frustration is confusion or poor communication.

When people don’t know where to go, what’s happening next, or how to get help, their anxiety rises, and their enjoyment naturally drops off.

That’s why it’s so important to over-communicate the basics:

• For in-person events: clear signage, helpful staff at key points, visible agendas.

• For virtual events: easy-to-access links, simple logins, and a clear ‘tech support’ option.

The goal is for your guests to never have to wonder, "What do I do now?"
Instead, they should feel gently guided from start to finish.

Comfort is not a luxury — it's the foundation

Comfort might seem secondary when you're focused on delivering great content, but it’s actually fundamental. When people are physically uncomfortable (e.g. cold, hungry, cramped, confused) they’re mentally distracted too.

To prevent these things from happening you need to consider everything from the number of seats to the floor plan and food supply. This means, if you're hosting in-person, make sure:

• There’s enough seating for everyone

• Access to bathrooms is simple and obvious

• Food and drink are easy to get, even if it’s just water and light snacks

For virtual events, think about screen fatigue.

Break up long sessions, encourage people to move around, and give breathing room between speakers.

Comfort tells your attendees, even subconsciously: "You are cared for." And that feeling makes them far more open to engaging fully.

Create small moments of delight

Memorable experiences are rarely about grand gestures.

They’re about small, thoughtful touches that make people feel seen and considered

• Maybe it’s a personal welcome at the check-in desk.

• Maybe it’s a fun, unexpected gift bag with local treats.

• Maybe it’s a curated playlist playing as people enter the Zoom waiting room.

You don’t need a big budget to create moments of delight, you just need creativity and a genuine desire to make people smile.

Manage people’s energy, not just time

Finally, remember that a well-designed agenda is about managing energy, not just filling hours.

Sitting through hours of back-to-back presentations drains people (and fast).
Plan for natural energy rhythms: shorter sessions, opportunities for interaction, and real breaks (not just five minutes to sprint to the bathroom).

The best events leave people feeling energised, inspired, and glad they said yes.

🎁To help you, download our Attendee Experience Planning Worksheet, a simple tool for mapping out the full journey from first invite to post-event follow-up.

7. Budgeting and cost-saving tips

One of the hardest parts of planning an event (especially for a start-up) is managing the budget.

You want to deliver an exceptional experience, but you’re also not trying to break the bank. So how do you balance quality with cost?

The key is being strategic about where you allocate your funds and finding creative ways to reduce expenses without compromising the overall experience.

Step 1: Start with your priorities

Not all event costs are created equal.

You’ll need to prioritise the aspects that matter most to your attendees and your event’s success. Before you dive into the details, ask yourself: What’s essential to making this event great?

For example, if you’re hosting an in-person event, your venue and catering might take up the bulk of your budget. But don’t forget about the value of a great speaker or meaningful entertainment — this can make or break the event.

For virtual events, your primary investment might be in the right platform and technical support. However, don’t skimp on creating a good “virtual environment” with branded design or interactive features.

Tip: Focus your budget on elements that directly impact the attendee experience. A high-quality venue or speaker can elevate the entire event.

Step 2: Create a detailed event budget breakdown

Once you’ve prioritised the essentials, create a budget sheet that breaks down every cost, no matter how small. This helps you avoid unexpected surprises later.

Your budget categories should include:

• Venue or Platform Costs: Rent, technical fees, platform subscriptions for virtual events.

• Speakers and Entertainment: Travel, accommodation, speaker fees (if applicable), any performance or entertainment costs.

• Marketing and Promotion: Design, ads, content creation, email campaigns, and social media promotions.

• Catering or Virtual Add-ons: Catering, snacks, or virtual experiences like a branded gift box or a live Q&A.

• Staff and Volunteers: Pay (or stipends) for event staff, volunteer management, or technical assistants.

• Miscellaneous: Printing, swag, giveaways, signage, etc.

Tip: Factor in a 10-15% contingency fund in case of unforeseen costs — it’s always better to overestimate than to fall short.

Step 3: Maximise sponsorship and partnerships

Sponsorships are one of the most effective ways to offset costs and even generate extra revenue. At our last event, we managed to get an sponsor to cover 30% of the cost, which put us at a huge advantage.

Before you cross the line with any sponsor, you have to start by identifying potential brands whose audience aligns with yours.

Create a sponsorship package with clear benefits, such as:

• Exposure at the event (branding, logo placement, speaking opportunities)

• Promotion on your website, social media, and marketing materials

• Special perks for the sponsor’s audience (VIP access, discounts, or giveaways)

In-kind partnerships (where businesses donate services or products instead of paying in cash) are also a great option. For example, a local catering company might sponsor the event in exchange for visibility, or a tech company might provide the platform for a virtual event.

Either way, the most important thing is finding the brands who are happy and able to commit to bringing the event to life in some way.

Tip: Make sure you’re offering real value to sponsors — not just “visibility,” but tangible opportunities to engage with your audience.

Step 4: Keep costs low with creative solutions

There are plenty of ways to save money without sacrificing quality. Here are a few creative solutions for both in-person and virtual events:

• Venue: Look for venues that already align with your event’s vibe. A community space, co-working space, or even a friend’s studio might be cheaper than a big conference hall.

• Catering: For in-person events, consider partnering with local food trucks, pop-up, or even having volunteers bring in food (potluck style). For virtual events, you could send attendees a small, branded gift box with snacks, a thank-you note, or event-themed items instead of a big catering budget.

• Tech and Equipment: Rent or borrow equipment instead of buying. For virtual events, use platforms like Zoom or Google Meet that provide everything you need at a fraction of the cost of a premium event platform.

• Volunteers: Use volunteers or interns for non-technical roles — like event set-up, registration, or greeting guests — in exchange for experience, exposure, and a thank-you gift.

Tip: Avoid “nice-to-haves” that don’t directly improve the attendee experience. For instance, complex event swag or overly elaborate decorations can drain your budget with little return.

Step 5: Track and adjust

Start tracking expenses early, and be prepared to adjust where necessary.

If you’re spending more than planned in one area, see where you can cut costs in another. Stay flexible and make sure you’re always keeping an eye on your bottom line.

A simple Excel sheet or budgeting app can help you track costs in real-time, so you can make informed decisions as you move forward.

8. Evaluating and measuring event success

Once your event has wrapped up, the hard work doesn’t stop.

In fact, it’s just beginning.

Now it’s time to evaluate how it all went, not only to understand what you did well, but also for identifying areas of improvement. These insights will help you grow and refine your future events, ensuring they keep getting better with every iteration.

Step 1: Collect Feedback from Attendees

Feedback is the most direct way to understand how people felt about the whole experience.

After your event, ask people for their honest feedback, but don’t just focus on what went wrong. Also, ask what went well and what they enjoyed most. This will help you identify patterns and areas to keep improving by adding value in a way that’s meaningful to your audience.

You can do this in a number of ways, such as:

• Surveys: Send out post-event surveys via email or social media. Keep the questions focused on the most important aspects of the event (content quality, overall satisfaction, logistics, etc.). Use both quantitative (rating scales) and qualitative (open-ended questions) feedback.

• Live Polls and Q&A: For virtual events, using live polls during the event can give you immediate insights into how engaged your attendees are and what they want more of. You can also ask for feedback during the event itself in real-time.

• One-on-One Conversations: If possible, have personal conversations with key attendees, sponsors, or volunteers. These more in-depth chats can provide nuanced insights you might not get from surveys.

You know your event went well when attendees send feedback without you having to ask for anything. If you get any emails or messages, archive them in a folder so they can be used for content later.

Tip: Keep feedback requests simple and quick. Attendees are more likely to fill out a short survey than a lengthy one.

Step 3: Analyse your event’s return on investment (ROI)

Put simply, ROI is understanding how much you gained considering how much was put into the event.

This will help you to understand if it was really worth the time, money, and resource. Even if your event wasn’t intended to make a profit, understanding its ROI can help you decide how to assign resources in the future.

To calculate ROI:

• For Paid Events: Subtract the total event costs from your revenue (ticket sales, sponsorships, merchandise). This gives you your profit.

• For Free or Charity Events: Focus on value metrics such as audience growth, brand visibility, or new partnerships. Even without direct revenue, ROI can be measured by how much exposure and goodwill the event created.

At the beginning, your events are likely to be at a loss. Mainly because you’ll be building reputation, brand visibility and trying to understand how much people are willing to spend on a ticket, given what you’re putting together.

In my experience, any event that offers food (and I mean a real meal, not snacks) immediately adds value to the ticket price and increases the probability of people spending slightly more. But, that also depends on how much catering you can afford, but consider this while you’re planning as well.

Tip: Don’t just focus on immediate financial returns. The true value of many events comes from long-term benefits like brand loyalty, new leads, and strategic partnerships.

Step 4: Review Your event’s performance against the goals

Once you’ve gathered all your data and feedback, it’s time to compare the results to your initial goals. Were your KPIs met? Did you achieve what you set out to do?

Reviewing your performance can help you determine:

• What worked well and should be repeated in future events

• What could have been improved and needs attention next time

• Any unexpected challenges that may need to be addressed moving forward

Tip: Don’t be discouraged if not everything goes as planned. Every event provides valuable lessons that will make you a better organiser for the next one.

Step 5: Take action based on the insights

The most important part of evaluation is using the insights you’ve gained to improve your future events.

Based on feedback and your analysis, create an action plan:

• If people loved a particular session or speaker, consider bringing them back.

• If attendees found registration confusing, work on simplifying that process next time.

• If certain content or topics were a hit, make sure to feature them again in the future.

Document the lessons learned so you can easily refer to them as you start planning your next event.

🎁Need a simple way to evaluate your event’s success? Download this Event Evaluation Template, a step-by-step guide for measuring key metrics and collecting valuable feedback.

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Post-event follow-up and building long-term relationships

How you follow up can turn a one-time attendee into a lifelong supporter, partner, or customer. Taking the time to really consider how you turn up after an event.

Step 1: Send a Thank-You Note

The first thing you should do after an event is thank everyone who was involved.
This includes your attendees, sponsors, volunteers, and speakers. A simple thank-you note can go a long way in showing appreciation and building positive connections.

For attendees, you can send a thank-you email that includes:

• A personalized message of appreciation.

• A recap of the event, highlighting key moments, keynotes, or sessions.

• A link to post-event resources, like recordings, presentations, or event highlights.

• An invitation to stay connected — whether through social media, your newsletter, or upcoming events.

Tip: Personalise your thank-you notes where possible. A message that feels personal and specific will be much more impactful than a generic “thanks for attending” email.

Step 2: Share Event Highlights and Content

After the event, share the best moments with your attendees and broader audience.
Post-event content can keep the energy going and expand your reach.

For virtual events, share the recorded sessions, speaker highlights, or any significant moments. For in-person events, share photos or video highlights, behind-the-scenes moments, or attendee testimonials. Social media is a great platform for these kinds of posts.

You can also create a blog post or recap article summarising the event, thanking everyone involved, and teasing what’s to come next. If your event featured valuable educational content, consider packaging it into a downloadable resource for your attendees to access later.

Tip: Keep your follow-up content engaging. Ask for feedback in the form of social media polls or encourage attendees to share their favourite moments from the event. This boosts engagement and keeps your event on their radar.

Step 3: Collect and Review Feedback

As mentioned earlier, gathering feedback is essential to evaluating your event’s success. But don’t just stop at post-event surveys. Reach out personally to your most engaged attendees to understand what they loved and what could be improved.

You could:

• Ask for specific feedback on particular sessions or speakers.

• Conduct a brief interview or follow-up survey to go deeper into what worked.

• Invite attendees to share any additional thoughts on your social media channels or community platform.

Tip: Make feedback collection part of your ongoing relationship-building. Consistent feedback loops help attendees feel valued and allow you to continually improve your events.

Step 4: Maintain Engagement with Your Attendees

Your attendees are the lifeblood of your events. After the event, maintain consistent engagement to keep them connected to your community and brand.

Some ways to keep the momentum going include:

• Regular communication: Add them to your newsletter list or social media community so they’re kept in the loop about upcoming events, new content, or relevant updates.

• Exclusive content or offers: Provide special perks, such as early access to your next event, discounts on products or services, or exclusive content that builds on what they learned at your event.

• Create a community: Foster a space where attendees can continue networking and sharing ideas long after the event has ended. This could be a Facebook group, Slack channel, or other online community space.

Tip: People want to feel like they are part of something bigger. Show your attendees that their relationship with you extends beyond just a single event.

Step 5: Build Long-Term Relationships with Sponsors and Partners

Sponsors and event partners are often key players in your event’s success. So after the event, make sure you nurture these relationships for potential future collaborations.

Send them a follow-up email that includes:

• A thank-you for their partnership.

• An event recap, highlighting their contribution.

• Any results or data that show the impact of their sponsorship (e.g., attendee engagement, media coverage, etc.).

• An invitation to collaborate on future events or opportunities.

By building long-term relationships with sponsors, you create a foundation for repeat business, bigger sponsorship deals, and stronger community ties.

Tip: When maintaining sponsor relationships, be transparent about the results. Sponsors want to know that their investment paid off, so share both successes and areas where you plan to improve next time.

🎁Ready to build stronger connections after your event? Download this Post-Event Follow-Up Checklist, a comprehensive tool to guide your follow-up process and keep attendees and sponsors engaged.

Final Thoughts

Planning an event as a start-up might seem overwhelming at first, but with the right structure and tools, it can become one of the most rewarding ways to build visibility, grow your audience, and connect with your community. Whether you’re hosting an small, intimate, in-person gathering or a high-energy virtual summit, every detail you plan is an opportunity to reflect your values and showcase your brand.

Remember:

• Start with clear goals and always tie your decisions back to them.

• Budget realistically—and don’t underestimate hidden costs or last-minute needs.

• Prioritise the experience: for your attendees, your speakers, and your team.

• Keep learning. Every event gives you feedback that will make the next one even better.

We’ve created a library of practical templates to make your planning smoother, from budget sheets to email templates to sponsorship agreements. Use what works for you, customise what you need, and don’t be afraid to start small and scale as you grow.

With the right foundation, your next event could be the spark that accelerates your start-up forward.