The 101: Starting an Events-Based Business Online

If you’ve got a skill, a vibe, or a room people love to be in, you’re already halfway there. An events business is a simple loop: plan something worth showing up for, tell the right people, sell tickets, and repeat. This guide shows you how to run that loop without burning out or bleeding cash.

Built for peeps running small but mighty events with 5 to 5,000 attendees. If you’re Ed Sheeran selling out stadiums, you probably know more than us. For everyone else - welcome.

Why Start Now

The conditions are right. Here’s why organizers are launching now:

• People crave connection. Workshops, tastings, pop‑ups, backyard shows - they work because they fill the gap between online noise and genuine interaction. One organizer turned a simple cooking class into a monthly community where strangers become friends over shared plates.
• The tools are simpler and cheaper than ever. Modern ticketing platforms let you focus on the event, not the tech. You can 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 become a sustainable side hustle or full business.
• You might actually enjoy it. And if there’s one thing in life you should do, it’s more of what you enjoy.

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).
• Run game day without surprises, 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

1. Skim this page for the big picture and quick wins.
2. Read the page that matches your immediate problem (links below).
3. Rinse and repeat. Make it a system, not a one‑off miracle.

Quick Wins (30 Minutes)

You can move the needle in half an hour. Don’t overthink - act!

• Write a one‑line promise: “In 90 minutes you’ll learn X and leave with Y.” Specificity sparks excitement and gives you a anchor to plan around.
• Pick a date, a cap, and a simple price ($15–$35 for first runs). Limiting spots creates urgency; low pricing lowers barriers for testing.
• Draft a tiny sales page: headline, what’s included, who it’s for, FAQ, refund policy. Think friendly invite, not hard sell.
• Set up ticketing with a flat fee and fast payouts. Get ready to collect money without hidden costs eating your margin.
• Invite 10 people directly. Ask 2 partners to share. Personal outreach converts best - start with your network for early wins.

The Guide, Section by Section

Each section builds on the last, but they’re standalone if you’re jumping around.

• 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. One organizer priced their first workshop at $12, broke even, but burned out. They raised it to $35 next time - sold out. Calculate breakeven first, then add a fair margin.
• 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 turns one-time attendees into repeat buyers.

Where Ticketsmith Fits

We built this for the loop you’re about to run:

• Flat fee pricing that doesn’t punish success. As you grow, you keep more of the upside.
• Custom branding so checkout feels like your brand, not a marketplace. Builds trust with every ticket sold.
• Fast, secure payouts so you can reinvest quickly - whether 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 runner, we’ll be there.

Read the next page - Getting Started: Foundations