How to Start an Event Planning Business [Full UK Guide]

Event planning is a business where passion meets precision - blending creativity, coordination, and strategic organisation. From weddings and corporate conferences to pop-up experiences and product launches, the opportunities are as diverse as your imagination.

But how do you break into such a dynamic and competitive market - especially in the UK?

This guide will walk you through every step, from choosing the right business structure to building a standout brand, helping you launch your event planning business and turn your vision into a thriving reality.

Why is event planning a great business?

Let’s be honest - who doesn’t love a special occasion? Across the UK, the events sector is thriving. Actually, event planning is one of the top 20 most profitable businesses in the UK. Last year, the industry was worth £61.65 billion, with business events contributing £33.6 billion of that.

And it’s not just the sheer size - there’s momentum, as well. In 2024, conference attendance increased by nearly 10%, and the average market growth was 9.1%.

But why do clients seek out professional planners? Because organising an event means managing dozens of moving parts - vendors, venues, logistics, risk, permits, tech. Many clients simply don’t want to coordinate it all themselves. In a market that’s growing and where execution quality matters, skilled planners offer stress relief, peace of mind, and often cost savings through better negotiation and contingency management.

How to plan for success

Event planning is as broad an industry as they come. Before you start, you need to choose what you’ll focus on.

Pick a niche

Picking a niche is not just for clarity - it’s a necessary step for achieving consistent branding, marketing, and most importantly, your expertise.

Here are some examples of how different niches can be:

Once you consider all the pros and cons of your options and reach a definitive decision, you should analyse the market you’re about to enter.

Analyse your competitors and your ideal clients

Knowing what the competition is doing and how you can meet the needs of potential clients is vital when starting a business. Having a business strategy will help you stand out, get customers, and charge what you’re worth.

Here’s how to do a simple analysis by yourself:

1. Build your client personas

Think of your ideal clients as real people. Create a couple of personas that represent your ideal customers you’d love to work with. Include things like their age, profession, priorities, budget range, as well as their pain points.

When you understand people’s motivations and frustrations, you can tailor your services and branding to those ideal clients.

2. Research your competitors

It’s time to jump online and do some browsing. List 5-10 event planners in your niche or area and note down:

• What they specialise in
• How much they charge
• What they’re doing well, and what seems missing
• Client testimonials (both good and bad)

3. Find the gap

Once you have the lay of the land, you’ll notice patterns. There, you’ll find a spot for your business. Highlight where you fit in the story:

• Can you bring something fresh - like sustainable decor, inclusive design, or hybrid event tech?
• Can you focus on specific clients - such as startups, community projects, or eco-brands?
• Is there a service gap you can breach?

4. Keep up with the changes

Not a single market in this world is static. You should repeat these steps every few months to stay relevant, adjust your business, and evolve with the market.

How to plan your business model

Before you start contacting potential clients, get clear on what you actually sell. A solid business model will keep your creativity profitable and your day-to-day as stress-free as possible.

Step 1: Define your services

There’s no need to offer everything from day one. You can start slow and grow as you gain experience. Typically, most event planners offer these types of services:

• Full event management - from concept to clean-up. You handle everything.
• Partial planning / day-of coordination - ideal for clients who just need structure and smooth execution.
• Venue sourcing & contract negotiation - matching clients with perfect spaces and deals.
• Vendor management - coordinating caterers, florists, AV teams, and entertainers.
• Budget control & cost management - tracking every penny and keeping spending on target.
• Design, decor, and styling - creating a look and feel that matches the client’s vision.
• On-site logistics & operations - making sure every detail works in real time.
• Hybrid or livestream coordination - for virtual or mixed events.
• Marketing, registration & attendee management - especially useful for conferences and brand events.

💡 Pro-tip: Start simple. Many successful planners begin with day-of coordination and vendor management, then add design or full-service packages once they’ve built a client base.

Step 2: Create your pricing strategy

Pricing isn’t just about covering costs. It also tells clients how you position your business.

Here are a couple of common pricing models:

• Fixed-fee packages - The common “Bronze / Silver / Gold” tiers with clear inclusions (great for weddings and private events).
• Percentage-based fees - Typically 10–15% of the total event budget. This is standard in high-end or large-scale events.
• Hourly or retainer rates - Perfect for corporate clients who need ongoing planning support.
• Add-ons and upsells - Offer extras such as decor upgrades, guest management, additional staffing, or AV production.

Whichever option you go for, before setting your rates, calculate:

• Time and labour - including admin hours you often forget to count.
• Overheads - include everything, including software, insurance, marketing, and transport.
• Profit margin - even if you love event planning, you’re running a business, not a hobby.
• Contingency - because there’s always a last-minute request.

Step 3: Forecast your cash flow and revenue

When learning how to start an event planning business, you need to get familiar with the concept of “feast and famine”. This describes a revenue flow that has a couple of busy months followed by quieter spells. Event planning is like this - the brunt of your work will be in the warmer months of the year, while your business will be “hibernating” during the winter.
That’s why financial planning is extremely important for event planners - it’s vital for keeping your business stable.

Here are some things to pay attention to:

• Estimate annual workload - How many events can you realistically deliver in a year?
• Calculate the average fee per event. - Then, multiply that by your event capacity to project your annual turnover.
• Map your cash flow - Events are paid in stages: deposits, milestones, and final invoices. Make sure you know when cash actually arrives.
• Plan for slow months - Keep a savings buffer or recurring revenue stream to smooth things out.

Step 4: Refine as you grow

Your first pricing model won’t be perfect, and that’s okay. Review after every few events. Which packages sell best? Where are you over-delivering or under-charging? Adjust, simplify, and scale your most profitable services.

How to start an event planning business: Legal considerations

If you want to run a business, you need to make sure you’re complying with the law. There are a couple of things you need to take care of to ensure your business is legal and official. Getting all of this sorted early saves future headaches and makes you look professional from day one.

How to choose your business structure

If you want to start a business in the UK, you need to familiarise yourself with different business structures. There are considerable differences among them. Here’s everything at a glance:

Once you choose your business structure, you should register with the appropriate authorities, or leave the hassle of paperwork to ANNA and focus on your creativity.

Which insurance do event planners need?

Events come with many moving parts - and many moving risks. Insurance protects you, your team, your property, and your clients.

There are no legal requirements for event planners when it comes to insurance, but in practice, the most essential types of insurance are:

• Public liability insurance - Covers claims for accidental injury or property damage during events. Venues often require this insurance before allowing events on-site.
• Professional indemnity insurance - Protects against claims that your professional advice or planning caused financial loss to a client.
• Event cancellation insurance - Particularly important for events such as weddings, outdoor gatherings, and corporate conferences, it covers losses in the event of cancellation or postponement.

Many venues now mandate proof of public liability insurance as a contractual condition to hold events on their property. Additionally, city permits for public space events frequently require insurance coverage.

What are the legal essentials for an event planner?

Running events means managing contracts, suppliers, and personal data. Here’s what to keep in mind:

• Contracts - Always have a written agreement that outlines the scope, payment terms, and cancellation policy. You can adapt a basic contract template and refine it as your business grows.
• Licences and permissions - Certain events (with alcohol, music, or outdoor gatherings) need local authority approval or temporary event notices.
• GDPR compliance - If you handle guest data (RSVPs, contact details), you must follow UK GDPR rules - secure storage, consent for marketing, and deletion policies.
• Health & safety - For larger events, risk assessments and safety plans are essential.

How to build your brand and online presence

Once your business is officially registered, your legal stuff taken care of, it’s time to build your brand - the thing that will make clients choose you over hundreds of other planners.

Crafting a brand that stands out

Your brand is the sum of everything you stand for and offer to clients. It should instantly signal what kind of events you create.

Here’s how to go about the process:

• Choose a name - Keep your business name short, memorable, and relevant. You can check registered business names with ANNA’s free name checker to make sure your business name isn’t already taken.
• Create a visual identity - Create a logo, colour palette, choose fonts, and your general creative style.
• Keep a consistent tone of voice - Whether professional, high-end, or friendly, your messaging across all platforms should be consistent.

Building your online presence

In the era of online businesses, your digital shopfront has never been more important.

Here’s what to prioritise when it comes to your website:

• Website - Create a clean, mobile-friendly site with high-quality images, testimonials, and clear service pages. Use simple navigation and visible contact options. Add an about you page where you’ll tell your story and connect with your clients.
• Portfolio - Show your best work, even if it’s from styled shoots or collaborations, early on. Future clients want to see your taste and attention to detail.
• About page - Tell your story - why you love planning events and how you make the process easier for your clients.
• Blog or insights section: Share planning tips, checklists, or event trends. This boosts SEO and shows expertise.

💡Pro-tip: Keep your website conversational and client-focused - it’s not about what you do, but how you help.

How to make social media work for you

Social platforms aren’t just for pretty photos. They’re your networking tool, testimonial wall, and digital portfolio all rolled into one.

• Instagram - Great for visuals, behind-the-scenes shots, and tagging venues and suppliers.
• LinkedIn - Perfect for corporate event planners and networking with suppliers.
• TikTok or YouTube Shorts - Short clips showing transformations or setup days perform really well.
• Pinterest - Ideal for attracting brides, creatives, and design-focused clients.

💡Pro-tip: Consistency is key. Schedule posts, reply to comments, and engage with others to increase brand trust.

How to start an event planning business stress-free with ANNA

Running events is all about keeping things organised, and ANNA was built to help small business owners do exactly that.

Here’s how ANNA does it:

• Register your company with ANNA in minutes, with no paperwork and no confusing forms.
• Instant business account - send and receive payments directly from your ANNA app.
• Easy tax compliance - ANNA+Taxes handles VAT, bookkeeping, and tax reminders.
• Simple, seamless invoicing - Create professional invoices, send them instantly, and let ANNA chase late payments.
• 24/7 support - ANNA’s friendly team of specialists replies within seconds.

ANNA takes care of the numbers, forms, and follow-ups so you can take care of the guest lists, decor, and dance floors.