The 101: Starting an Events-Based Business Online

If you’ve got a skill, a vibe, or a room people love to be in, congrats - you’re already halfway there. Imagine transforming that spark into a thriving events business: hosting workshops where people light up, pop-ups that buzz with energy, or gatherings that create lasting connections. The rest is a simple loop: plan something worth showing up for, tell the right people, sell the tickets, and then do it all over again.

I've written this no‑BS guide to how to start (and run) an events business. Built for peeps running small but mighty events that have anywhere from 5 to 5,000 attendees. So if you're Ed Sheeran and selling out stadiums already, a) you probably know more than me, and b) we're probably not for you. Yet. But if you're ready to turn your ideas into reality, let's dive in and make it happen.

Why Start Now

Why not? The world is waiting for what you have to offer, so seize this moment and create something meaningful. You'll thank yourself 12 months from now.

I've got a few other ideas:

• People crave connection. Workshops, tastings, pop‑ups, backyard shows—they work because they fill that gap between online noise and genuine interaction. Think about the impact: a simple cooking class turning strangers into a community over shared plates. You can be the one making that magic happen.
• It's never been easier. The tools are simpler and cheaper than ever. We have straightforward platforms that let you focus on the event, not the tech. This levels the playing field, empowering you to compete and shine without a massive budget.
• Events are great test beds: validate an idea in days, not quarters. Launch a pilot, gather feedback, tweak, and iterate—it's low-risk experimentation that can lead to a sustainable side hustle or full business. Every step builds your confidence and skills, turning "what if" into "I did it."
• You never know, you might have fun. And if there's one thing in life that you should do, is have more fun.

What You’ll Learn

• Validate your idea without spraying money everywhere.
• Plan a clean event that doesn’t eat your life.
• Market on a budget with channels that actually convert.
• Sell tickets with predictable, flat fees (no percent skims).
• How to run game day without surprises, and then turn one win into a repeatable series.

Who This Is For

• Shoestring Planner — hobbyist turning workshops into side income.
• Indie Producer — pop‑up chef, artist, or host with a strong vibe.
• Indie Festival Director — scaling to 100–500 attendees without chaos.
• Growth Marketer — using events to grow brand and list (and prove ROI).
• Ops Captain — venue owner or repeat host who loves smooth systems.

How to Use This Guide

Here's how to make the most of it without wasting your time:

1. Skim this page for the big picture and quick wins that spark your inspiration.
2. Read the page that matches your immediate problem (links below) and apply it right away.
3. Rinse and repeat. Keep it as a reference, not a one‑off miracle. Track what works (or doesn't) and refine over time, and hopefully watch your events business take off!

Quick Wins (30 Minutes)

Ready to feel the thrill of progress? Ultimately if you really want, you can do a lot in half an hour. Don't overthink, act, and you'll be on your way to making it real and hosting your first event.

• Write a one‑line promise to your attendees: “In 90 minutes you’ll learn X and leave with Y.” This sets the stage to plan around, letting everything fall into place. Be specific so people can instantly see the "why" and get excited to join.
• Pick a date, a cap, and simple price ($15 - $35 is fine for first runs, though depends on the type of event). Limiting spots creates urgency; low pricing lowers barriers for testing, setting you up for that satisfying sold-out feeling.
• Draft a tiny sales page: headline, what’s included, who it’s for, FAQ, refund policy. Keep it honest and human. Think of it as a friendly invite, not a hard sell, that will draw in your ideal crowd.
• Set up ticketing with a flat fee and fast payouts. This ensures you're ready to collect money without hidden costs eating your profits, freeing you to focus on the fun.
• Invite 10 people directly. Ask 2 partners to share. Personal outreach converts best, so start with your network for those early wins.

The Guide, Section by Section

Each section builds on the last, but they're standalone if you're jumping around. So, dive deeper where you need it most.

• Getting Started: Foundations → Read the guide
• Planning Your Event → Read the guide
• Marketing & Promotion → Read the guide
• Ticketing & Sales → Read the guide
• Execution & Operations → Read the guide
• Post‑Event Wrap‑Up → Read the guide
• Scaling & Growth → Read the guide
• Resources & Tools → Read the guide
• FAQs & Community → Read the guide

Real Talk: Common Mistakes

• Overbuilding your tool stack on day one. Keep it boring and reliable.
• Pricing too low to cover costs. You’re not a charity, so be sure to calculate your breakeven first, then add a fair margin so you can sustain, grow, and reward your hard work.
• Hiding the CTA. Put the buy button where people can see it.
• Ignoring post‑event follow‑ups. A small thank-you with photos and a teaser for the next event can go a long way.

Where Ticketsmith Fits

We're your secret weapon in this adventure, built to support your journey without the usual headaches. Think of us as the reliable partner that amplifies your success:

• Flat fee pricing that doesn’t punish success. As your events grow, you keep more of the upside and fuel your next big idea.
• Custom branding so checkout feels like your brand, not a marketplace, keeping the experience seamless and professional, and building trust with every ticket you sell.
• Fast, secure payouts so you can reinvest quickly. Whether it's stocking up for the next pop-up or marketing the sequel.
• Works for 5 to 5,000 attendees. Whether you're fresh-off-the-boat, or a seasoned event runner, we'll be there for you.

Read the next page - Getting Started: Foundations