How to Build a Business & Revenue Strategy for Major Events

Clear. Structured. Ready to link your goals to income, value, and delivery.

A practical guide to define how your event generates value and income — and why that logic must be clear before plans are locked.

A short welcome from Jesse Kiuru — why this guide works, who it’s for, and how to use it.

🔍 The Problem It Solves

Most events list revenue streams. Fewer can explain how those streams hold up — or what happens when they don’t.

This guide gives you a complete structure to define how your event earns — across tickets, rights, sponsorship, services, public funding, and more.

It links your commercial thinking to value, timing, risk, and delivery — so leadership, funders, and teams all work from the same logic.

🎯 Who This Is For

Built for:

  • Strategy leads and commercial owners

  • Host cities and rights holders

  • Anyone responsible for answering “How does this event make money?”

  • Teams working through the 10-Step Strategy — and now ready for Step 9

📋 What You’ll Get

  • 10-part framework for defining your commercial logic

  • Templates for income structure, stakeholder value, and timing

  • Real-world examples and risk points

  • Prompts for co-creation (solo or with teams) — challenge your thinking and build the strategy directly in your own format.

  • A full editable workbook (Google Docs, 40+ pages) — not just a theory

⏱ When to Use It

Use this after:

  • You’ve set your vision, objectives, CSFs, KPIs

  • You’ve outlined your programs and delivery framework

  • Now you need a revenue plan that actually works

Use it before:

  • You sign off sales targets, funding asks, sponsor packages, pricing, or scope

You’re not estimating.
You’re setting the commercial logic that connects your strategy to real money — and that logic will be tested across every phase.

If the value isn’t clear, if the income plan doesn’t hold, or if decisions don’t match delivery — the strategy fails.

This step protects against that.

It helps you earn — and keep — real value.

✅ 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.

→ 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

🧩 Part of the 10-Step Strategy Road Map for Major Events

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.