Event Entrepreneurship: Growth Strategies

Event Entrepreneurship: Growth Strategies Training

Course Overview

Are you ready to take your event business to the next level? If you’ve taken the craft of event planning to new heights, and want your business growth to reflect that, you’re not alone.

In this course, we’ll discuss strategies for how successful companies, both inside and outside the events industry, manage to grow into larger versions of themselves. We’ll dissect what it is that keeps most business owners from getting their companies to break out of their plateaus and hit that next stage of growth.


  • Identify and analyze different paths for growth, and the differing strategies each requires.
  • Identify common roadblocks businesses face in our industry, and how successful firms have overcome them.
  • Discuss the personnel implications of the growth paths available, how to get buy-in, and what to look out for.
  • Understand the options of raising your prices vs. growing through volume.

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Speaker: Howard Givner Headshot

Learn From An Industry Leader

With over 20 years of industry experience, Howard is a widely recognized expert and innovator in the field of special events, meetings, and small business growth strategy. Howard is currently serving as SVP of Knowledge & Innovation with PCMA.

Prior to joining PCMA, Howard was the Founder & CEO of the Event Leadership Institute, a leading provider of best-in-class training and education for the events industry through online, on-demand video professional development classes, interviews with industry leaders, white papers, webinars, and live events. In addition, Howard also was the CEO and Founder of Paint The Town Red, Inc., and the former CEO of North America for Global Events Group, the 13th largest event agency in the world, which acquired Paint The Town Red in 2008. During his tenure, the company won over 30 industry awards. He is a Past President of the ILEA (International Live Events Associate) NY Metro Chapter; has served on the board of directors of MPI (Meeting Professionals International) Greater NY Chapter as VP of Education; has served on the Advisory Board of Special Events Magazine; been a judge of the Gala Awards & HSMAI’s Adrian Awards.

He is a frequent speaker at industry conferences on a wide range of topics. He has been profiled in The New York Times, The Wall Street Journal, CNBC, National Public Radio, ABC News, The Apprentice, and USA Today, in addition to numerous trade media.

View Howard's Profile

Big Picture

  • Defining the next level
  • Reverse-engineering a roadmap
  • Working smarter, not harder

The Entrepreneur’s Dilemma: Where Owners Get Stuck

  • Hiding in your comfort zone
  • Thinking like an investor
  • Finding accountability
  • Shifting your time

Pivoting to High Growth Opportunities

  • Understanding ‘comparative advantage’
  • Allocating resources to drive growth
  • Re-evaluating your ideal client and services offered
  • Do you have the right personnel in place?

The Boutique/Personal Brand Model: Serving the Same Number of Clients, But Raising Your Prices

  • Selling greater value
  • Building your profile: TV, books, & media exposure
  • The value of presentation
  • The importance of saying no
  • Dealing with a more informed client

The Agency/Expansion Model: Serving More Clients By Adding More Staff

  • Which scenarios work best for this model
  • The importance of systems & procedures
  • Guarding against employees stealing your clients

The Brand Extension Model: Creating New Product & Service Lines

  • When to do it
  • Insuring new business lines complement, not cannibalize, your core business
  • Market positioning
  • How to pivot your brand perception

Breaking Through Obstacles

  • Overcoming legacy systems holding you back
  • Addition by subtraction
  • Learning from setbacks

Creating A Pro-Growth Culture

  • What your business can learn from Apple, JetBlue, Ritz Carlton & other great brands
  • Empowering criticism
  • Encouraging innovation in your staff
  • Challenging vendors to raise the bar
  • Accountability & aligning incentives

Building Client Relationships That Last

  • Happy client vs. successful event
  • Thought leadership
  • Process leadership
  • Relationship leadership

Turning Around Difficult Situations

  • Dealing with difficult clients
  • Handling complaints
  • Toxic employees

Mergers & Acquisitions

  • Partnering with others vs. building it yourself
  • Positioning your company
  • Things to watch out for

The Event Leadership Institute stands behind all of its content. If you feel you didn't learn what you expected to in this course, just let us know within 30 days of your last lesson and we'll give you a full refund. Click here to view our refund policy and full terms & conditions.

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