Planning an event or workshop, whether a couple of hours or multi-day, can be one of the most beneficial (but stressful!) things you can do in your business. Your event can help educate people in your network or community, build better relationships and make you some money! Sara had a fabulous chat with Makeda Mutema-Newton Event Strategist of Events Unlocked, who helps creative entrepreneurs plan a profitable live event with attendee experience at its core. Her company came out of a necessity to create an online events directory for event organizers to post and not just any events- events and retreats for entrepreneurs. She later pivoted in 2020 to become an event strategist and wrote an entire workbook with A-Z tips and worksheets on how to plan a profitable event! Her top 2 tips are 1) to stick with your business idea and 2) to know how to pivot your business. “The one thing COVID has taught me is there’s more than one way to do it,” Makeda says.

Connect with her more at


In this episode, we cover:


  1. Start small, plan a workshop first. Your vision is grand, we want to go all out but it is best to start small and build up your momentum. Workshops are an extension of what is already in your wheelhouse. Your audience for your first workshop should be a dozen or less. Any mistakes you make you want it to be for a smaller group rather than larger. This will help you gain experience and learn how to think quickly. 

2. Plan your event in its entirety before launching. Get things done and promoted like the venue and speakers, and fill in the details later. In order to have a profitable event, the details need to be a part of your budget. Plan everything first so you know what to budget and how much you will profit. To set the price of the ticket, add up all the expenses together and put a mark up on it so it makes your event profitable. Think about all scenarios and build them into your budget. It is important to have an intentional plan to sell tickets. 

 3. Give yourself 9 months to sell tickets– You have to give yourself time and your guest time. You don’t want people to feel rushed when getting a ticket. Makeda suggests 3 months of planning and 9 months of selling tickets. The steps to take are brainstorming, planning, and then executing. 


Bonus Tip: Make sure your speaker line up is diverse. Have a person or persons that compliment what you do and have them co-host.


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