PLANNING YOUR FIRST BUSINESS EVENT? AVOID THESE COMMON MISTAKES
Planning for success.
Business events can be an incredible way to showcase your brand, connect with your audience, and drive results, but it’s no secret that they can also be stressful, especially if you don’t have the right plan in place. With the right approach, you can focus on enjoying the event itself rather than worrying about last-minute problems.
Drawing on both research data and real-world experience, I’ve pulled together the most frequent mistakes entrepreneurs and small business owners make when organising their first event and, more importantly, how to avoid them.
(Psst: if you haven’t yet, take a look at my Event Planning Checklist and the guide on hosting a Stress-Free Business Event for extra support.)
Mistake 1: Not defining clear goals
Without clear, measurable goals, every decision becomes harder: venue, budget, marketing, and even how you’ll know if the event was a success.
Ask yourself: why am I really doing this? To generate new leads? Grow my community? Finally close those open deals? Once you’re clear on your “why,” the rest of your planning will feel more focused.
How to avoid it:
Set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound). For example: “Secure 20 new leads” is far more useful than “get more interest.” Keep these goals front and centre to guide every decision.
Mistake 2: Underestimating time
Leave planning too late, and suddenly your dream event becomes a scramble: venues are booked, suppliers are limited, and you’re racing against the clock. Not only is this stressful for you, but it can also result in a poorer experience for attendees.
43% of planners report lead times of 4–9 months, while about a quarter need 10–12 months
(source: 4Hoteliers, 2024)
How to avoid it:
Give yourself plenty of time: consider at least 6–8 weeks for smaller events, 3–6 months (or more) for larger ones. The bigger the event, the more time it will take to plan it. Break down tasks into a timeline with deadlines and reminders, so nothing slips through the cracks.
Mistake 3: Poor budget planning (and no buffer)
Picture this: you find the perfect venue, only to discover AV equipment isn’t included and adds another £1,000 to your costs. Ouch! That’s why detailed budgets (and a buffer) are essential.
Nearly 80% of planners report higher-than-expected venue or catering costs (source: Global DMC Partners), and over 60% say budget constraints are their biggest challenge (source: ZipDo)
How to avoid it:
Keep your budget realistic. Seek multiple quotes, track every cost (including hidden ones), and review regularly. Add a 10–15% buffer for unexpected expenses to save yourself last-minute stress.
Mistake 4: Choosing the wrong venue or vendors
Your venue sets the mood from the moment guests walk in. If it’s hard to reach, poorly serviced, or not fit for purpose, attendees will notice and trust me, they will remember.
65% of planners say food & beverage costs are higher than expected, and 61% face surprises with accommodation (source: Cvent)
How to avoid it:
Visit venues in person, review contracts carefully, and ask about what’s included (and what isn’t). When it comes to vendors, communication is everything: get clarity upfront and always have a backup option.
Mistake 5: Overlooking attendee experience
It’s tempting to focus on logistics, but the real measure of success is how your attendees feel. Think about it: what would make you stay until the end and recommend the event to others?
84% of planners use attendee satisfaction as a KPI, and engagement is cited as the top contributor to success (sources: Zippia, Cvent)
How to avoid it:
Plan with your attendees’ perspective in mind. Survey your audience, keep content relevant, and make sure logistics are smooth. Don’t forget post-event feedback—it’s the best way to improve for next time.
Mistake 6: Forgetting contingency plans
Things go wrong, it’s a reality of events. Tech fails, speakers cancel, and weather changes. Without a backup, you risk extra costs, stress, and disappointed guests.
How to avoid it:
Build contingency options into your plan. Have presentations saved offline, identify alternative speakers, and think of simple fixes (like a marquee if you’re outdoors). The aim isn’t perfection, it’s preparation.
Mistake 7: Weak communication & promotion
You could plan the perfect event, but if people don’t hear about it—or show up confused, the impact will fall flat.
34% of event marketers struggle with attendee engagement, often linked to poor promotion (source: ZipDo)
How to avoid it:
Start promoting early and highlight the benefits of attending. Send clear, consistent updates so your event is firmly on people’s calendars. After the event, follow up to gather feedback, share highlights, and keep the conversation alive.
Mistake 8: Trying to do too much
It’s natural to want to make a splash with your first event, but overloading on features, décor, and tech can spread you too thin and dilute the experience.
How to avoid it:
Focus on what really matters to your goals. Simplify non-core extras, prioritise quality over quantity, and stay realistic about what you can deliver well.
Final thoughts
Planning your first business event can feel like juggling a hundred moving pieces, but with the right preparation, you’ll set yourself up for success. Most of the common mistakes (unclear goals, underestimated time, overstretched budgets) are easy to avoid once you know what to look for.
Stay focused on your must-haves (not just your nice-to-haves), build in buffers, and always think from your attendees’ perspective. That way, when the big day arrives, you’ll be able to enjoy it rather than just survive it.
Need some help?
- Use the Event Planning Checklist to make sure no detail is forgotten.
- Revisit the Host a Stress-Free Business Event blog for a mindset reset.
- Or, if you’d prefer to hand over the planning entirely and focus on showing up as the best version of yourself, let’s have a chat - I’d love to help!
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Image by StartupStockPhotos on Pixabay