Know-How Exchange : Strategy

Are you trying to run this as a business or non-profit? If the latter, you might be able to seek sponsors. Start by running this on a shoestring budget - bootstrap your efforts (small venue + small audience = low costs). Build some word-of-mouth on your event. And be mindful of the competition in your area, things like art walks, TEDx, seminars, and even libraries. Figure out how to differentiate yourself and learn how to attract paying attendees.

If you are doing as nonprofit, you could be leveraging someone from a nonprofit fundraiser (salaried). If you focus this on corporate attendees, you could leverage events coordinators from chamber of commerce groups. If you are hoping this to be a business, you could leverage professionals from convention center planners or major hotel event planners. The latter already have contacts for venues, caterers, etc. They would know the beverage laws, security protocols, permit requirements, drumming up attendance, etc. Many are paid salary but with commission on success (profit, attendance, etc) depending on the city (smaller locales may not justify this approach).

Sounds interesting but make sure you start to narrow down your focus: intended benefit ( entertainment, social networking, for a cause)? Target audience(young, hip, youth, adults, wealthy, intellectual)? What look and feel do you want for the e nets for consistency (casual, luxury, conservative, wild, very detailed, adjustable schedule, many coordinated events at same time, one singular focus)?

There are no stupid questions.

Before you go any farther with your plan you'd do well to first establish if there is a market for the events you're attempting to put together in your area. Wanting to do this is one thing, making it a finically viable and profitable reality is another. One of your goals needs to be to make a profit, not just to break even.

You may find it difficult to hire someone until you have something to sell. In order to have something to sell you need proof of concept. Whoever you hire will need a salary. How will you pay this person and with what frequency? A commission-based approach may not meet your needs or theirs.

Before thinking about hiring anyone, spend the next few months testing proof of concept by first creating a business plan and a solid marking plan. In order to attract funders or sponsors you need something for them to fund or sponsor, which means offering solid proof of viability. You'll have trouble attracting finances if you can't show proof of intent (what you'll do, how you'll do it, and the length of time it will take for you to generate a return on investment).

To obtain proof of viability you need to poll the audience that is most likely to support your venture and you need to look at competing models (the offerings of art galleries, dance troupes, music venues, fashion designers, etc.) to see who they work. Your best bet may first to produce a proposal to present to one of these organizations in order to test the viability of doing your own thing.

You may want to start small with just one audience. If you seek out too many audiences too soon and with too much width and breadth you risk short-changing or alienating one of your sectors in some way—something which, in and of itself could then hurt your future endeavors.

Whoever you partner with it's vital that this person has solid experience in arts marketing and arts funding (so you'll need someone with both development and grant-writing experience who can also be a jack-of-all-trades to help you with other tasks behind the scenes).