How to Build a Business & Revenue Strategy for Major Events
Clear. Structured. Ready to link your goals to income, value, and delivery.
Define how your event makes money — and keeps the value real when it counts.
A short welcome from Jesse Kiuru — why this guide works, who it’s for, and how to use it.
✅ Who This Is For
This guide is for major event organisers, commercial leads, city hosts, rights holders, and strategy teams who need a working revenue model — not just estimates or hope.
No vague targets. No filler promises. Just a practical, structured approach to building a business plan you can stand behind — before, during, and after the event.
📋 What You’ll Get
Here’s what’s inside:
Strategy Context Checklist — confirm you’ve got the background, data, and decisions needed to plan commercially.
Step-by-Step Commercial Structure — define income logic, value flows, decision rules, and audience expectations.
Stakeholder Logic & Income Streams — map who pays, for what, and how much of it stays.
Editable Revenue Table — break down revenue by category, ownership, volume, and timing.
Value Proposition Builder — connect income streams to audience offers that actually work.
Business Model Canvas Example — one-pager to align leadership and delivery.
Risk Notes & Margin Protection Tools — reality check your plan before it cracks under pressure.
Prompt Set & Working Template (Google Docs) — challenge your thinking and build the strategy directly in your own format.
⚙️ How It Works
→ Click Get the Guide Now
→ Checkout securely on Kajabi
→ Get instant access to the editable Google Docs guide
→ Make a copy → Build your commercial model with your team
→ Use it to plan, sell, and deliver with clarity
✅ Simple. One Price. Yours to Keep.
€99+ VAT — full license for personal or team use.
No upsells. No locked content. Just a tool that works — now and later.
Write the plan that makes the event financially real.
Earn smarter. Deliver stronger.
🧩 Part of the 10-Step Strategy Road Map for Major Events
Here’s the full Road Map:
Strategic Objectives — What we need to achieve to reach the vision
Values — How we behave while doing the work — the culture that carries the strategy
Critical Success Factors (CSFs) — What must go right for each objective
Key Performance Indicators (KPIs) — How we know we’re succeeding
Zero Point — Where we are starting from
Program & Project Planning Framework — How we turn strategy into action
Business Model & Revenue Strategy — How the event generates value and income
Brand Platform (Branding Strategy) — How we’re seen, felt, and remembered
Start with the vision — then build the rest with the same clarity.
This guide is Step 9 in Jesse Kiuru’s complete 10-Step Strategy Road Map — trusted by event leaders and planners who want practical tools that build real clarity and direction.

author
Created by Jesse Kiuru — event strategy advisor, practical frameworks builder, and trusted partner to event leaders. Learn more.