De La Salle University College of Business Business Management Department Master of Business Administration Program

Red Shoe Events Organizer

Management Science-Operations Management Refresher Course
8/27/2011

Mary Cheryl G. Castaneda, 10488561

the.manager@redshoeeventorganizer.com

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I.

Executive Summary

Red Shoe Events Organizer is a comprehensive event planning company primarily personal events such as weddings and debuts. It is a very new company that started only last March 2011. The company s operation as expected has a lot of room for improvement.

But due to the economic crisis and in the reports and studies that has been conducted, there are more couples that refuse to marry. Also based on Poisson distribution, there is not a big chance for the company to close weekly personal events. In this regard, the company has as early as now, diverted into coordinating and managing other non-personal events such as sporting events and clinics (via partnership with the blog www.pinoyfitness.com) and other social events such as concerts, exhibits, etc (via partnership with Bantay OCW Foundation). As this is not their core competency, the organizers would need more time to work on these events without sacrificing the quality of services that are provided for personal events.

Work simplification or standardization and automation are a proposed solution to this issue especially for personal events. Excel is the perfect tool to accomplish

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this. Samples of consolidated monitoring reports and checklists are mentioned and briefly discussed. Draft files are also attached.

The company also endeavors to eventually breakdown other events into small elements that can be simplified or standardized in order for quality and efficiency to be consistent if such events will be repeated in the future which is highly likely.

Eventually the Company will also research, evaluate and apply other tools that will promote efficiency and high quality in the service that they render.

Management Science Operations Management Refresher Course Paper

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II.

Description of the Organization Studied Company Description:

Red Shoe Event Organizer is a full service events planning, coordination, consultation and management company. Its services range from event

conceptualization, consultation through the actual orchestration of the affair, sourcing and canvassing of suppliers, guest management and all other details.

Mission:
Red Shoe Events Organizer endeavors to define an efficient plan of action that would achieve the goals and objectives set by its client in developing and producing successful events; They are committed to providing the best quality service in the most cost effective manner without compromising the company s ideals and integrity.

Vision:
To be the top-of-mind events organizer in the country by providing excellent quality service and generating the most creative and innovative ideas, with commitment and unwavering dedication in an effort to provide its clients the finest personalized events they have aspired for.

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History:
In March 2011, the Core Team s collaboration in the establishment of the company is like puzzle pieces falling into place. The Manager s passion for management and organization and previous experiences in planning and coordination of corporate events as well as personal events of friends and family; The Chef s zeal for good food and wine and a knack for business and; The Fashionista s flair for style and fashion and events coordination, are all factors for the success certainty of affairs and events managed by the company.

The Team:
Red Shoe Events Organizer is headed by three individuals who are experts in their own fields supported by reliable, professional and enthusiastic associates and business partners. They have come together to impart their skills and abilities to create outstanding and memorable events for their clients

The Manager, Cheryl Castaneda, has extensive corporate experience in Purchasing, Logistics and Corporate Events Management. She is a graduate of Bachelor of Science in Industrial Engineering (BSIE) in the University of Santo Tomas (UST) and took up Masters in Business Administration (MBA) from De La Salle University (DLSU), College of Business.

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The Chef, Andrew Marquez-Lim, the food and beverage connoisseur is specifically a Pastry Chef educated in the California School of Culinary Arts - Le Cordon Bleu. He also has a degree in Bachelor of Science in Business Administration Major in Marketing in De La Salle College of Saint Benilde. The Fashionista/Stylist, Jhell Capiral, has impeccable taste and keen eye for latest fashion trends. She finished courses in the Fashion Institute of the Philippines and iAcademy. She also attended Fatima University previously for her undergraduate course.

The Back-up Crew, is composed of friends, all professionals and experts in their own rights, who are willing to help out in the development and coordination of the events by Red Shoe Event Organizer

The Business Partners are our preferred vendors who have consistently provided high quality service and products.

Services1:
A. Secretariat Package This is a unique service option that responds to the economic challenges of the times. It s almost a full coordination package except that all negotiations and meetings will be attended by the couple while Red Shoe Events Organizer will serve

See Appendix A: Comprehensive List of Package Inclusions Management Science Operations Management Refresher Course Paper

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as their Executive Assistant/Secretary. The main function of RSEO are managing meetings, monitoring developments and tracking the stages of the process only upto the day before the wedding. This will be charged minimally Option for availing Onthe-Day Services will be billed separately. This is a good service proposal for brides on a budget.

B. Full Coordination Package As the name suggests, a Full Coordination Package is a complete service from Theme Conceptualization to the Wrap-up on the day coordination.

C. Partial Coordination Package This service is normally contracted when the couple are able to manage half or most of the preliminary arrangements such as booking the Church, the Reception Place and has contacted some vendors as well but would like the Organizers to handle the rest of the arrangements (i.e. contract review, negotiations, etc.) from there on, including On-the-day coordination.

D. On-the-day Coordination Package This service starts at the Bride's residence or Hotel as she prepares for her Wedding day until the wrap-up after the Reception.

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E. Other Wedding Related Events There are other Wedding Related Events that we can arrange for you such as the Wedding Proposal, "Pamamanhikan", Bridal Shower, "Despedida de Soltera", Bachelor's Party, etc.

Cost of Services:
A. Professional Fees

Rates are for 200 or less guests only; Additional costs will be provided for wedding events with more than 200 guests

Reimbursable costs are incidental charges such as shipping, delivery, suppliers meetings, etc., and other expenses outside the regular itinerary of the company but the couple wants done.

B. Other Costs and Reimbursable costs

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Reimbursable costs are incidental charges such as shipping, delivery, suppliers meetings, etc., and other expenses outside the regular itinerary of the company but the couple wants done.

C. Payment Terms and Schedule for Full Coordination

Reimbursable to be settled within 2-days after the event

D. Payment Terms & Schedule For Secretariat, Partial, And On-The-Day Packages

Reimbursable to be settled within 2-days after the event

III.

The Organization s Present Operations Strategy

Red Shoe Event Organizer was primarily founded to accommodate Weddings, and other personal events such as Debuts, Birthdays and Family Reunions. As a star-up company, there is a definitely a lot of room for improvement in terms of operation simplification.

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The recently submitted Marketing Study (See Attachment), wherein there is a decline in people getting married and the rise of the DIY Brides because of the economic crisis makes the market smaller and the events infrequent. Based on Poisson Distribution, using an average number of events at one (1) per month or 12 events in one (1) year; x = 12, the probability of getting 4 events per month or 48 events per year is really slim. Details as follows2:

http://stattrek.com/Tables/Poisson.aspx Management Science Operations Management Refresher Course Paper

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The values above just confirmed limitations in expansion that s why the company has considered diversifying on off-peak seasons to organizing other nonpersonal events. But looking for more business opportunities outside the current personal events market lead us to partnering with PinoyFitness and Bantay OCW.

Pinoy Fitness is a blog/website that has an extensive listing of Sporting Events and who has recently ventured into creating Sporting Events and Sports-related Events as well. We have just recently partnered with them as their exclusive events arm handling Sporting Events and Sports Clinics for its community members.

We have also started working with The Pilipinas Online - Bantay OCW with Susan K. as their events arm for 2012 events. Bantay OCW is a multi-awarded, sectorcentered public service & public affairs program dedicated to wide-ranging OFW topics that include migration, human rights, worker s rights and welfare. Their events range from Marathons to concerts to exhibits. Planning and brainstorming has begun this week.

With the projects that the company has recently accepted, they may have diversified so far out of their initial core competency which is handling weddings. As agreed the company will maintain and continue to accept wedding coordinating and other personal events projects.

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Non-personal events seem harder to plan, coordinate and manage than personal events simply because it will be very new to handle. Personal events, especially weddings are easier to simplify in terms of operations since they normally follow typical program based on traditions.

IV.

Proposed Operations Strategy

The foremost action is to organize operations for Wedding events. There are already a lot of wedding related lists on the web, in magazines and in books. But one tends to be overwhelmed with all the details. The company proposes to create a simple program that any client can use. It will be consisted of consolidated lists in one (1) excel file. This excel file can be automated with basic equations and locked to protect intellectual property no matter how simple it is. This will simplify the preparations and operations considerably. The consolidated automated list will consist of the following: y y y y y Wedding Preparation Countdown/Checklist Budget List Church Requirements Directory (Entourage, Suppliers, etc.) Music

There will be a separate automated excel program for the guest list which will have the following additional features: y Invitation Distribution and RSVP Monitoring

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Seatplan

The simple excel can also be developed for other repeating events such as debuts, birthdays, showers, etc. and can also be extended to marathons, concerts, sports clinic etc. Standardization or simplification of processes is the key to efficiency in operations.

Operational efficiency translates to delighted clients and faster work turnover and completion. Moreover, the time saved from work simplification will be time to market for more business or to add more value to the services rendered.

As the business continues to grow, the company will definitely create more tools (all user-friendly and simple) that will promote simplification and efficiency.

V.

Implementation Plan
The implementation plans for the proposal are as follows: y Research and evaluate among wedding lists online, in magazines and in books y y y y Consolidate in excel file Automate excel file Lock to protect equations Use upon contract signing with client
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Sample Consolidated List Sample Feature 1:

Put an X on left column (A) if task is completed and particulars (column B) task/text will automatically be stricken out in order to avoid confusion on which task has already been completed or not.

Remarks column is provided for other details

Sample Feature 2:

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Hyperlink particulars in the same file and hyperlink sheet to the source

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Sample Consolidated List (Guest Monitoring) Sample Feature 1:

Drop down choices for easier encoding

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y y y

Auto-population of title, name and last Invitation monitoring (which were sent and which weren t) Mapping if attendees are adult or child for better onsite management (contingency planning)

Quick count of invited and who are actually coming

Quick count of Bride s guests and Grooms guests and whether they are adults or children

y y

Maps details from previous sheets (i.e. name, attending, bride/groom relations) Table number assignment (manual)

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y y

Can be used for encoding and mapping gifts received onsite Monitors thank you cards sent

APPENDIX A: Comprehensive List of Package Inclusions SECRETARIAT The Secretartiat Package includes the following: Theme Conceptualization and Research Canvassing Potential Suppliers Scheduling Meeting between the Suppliers and the Clients **All negotiations will be done by the Client Program Development Wedding Site/Blog Development (Free Hosting Sites) Develop and send out electronic Save-the-Date Payment Management and Scheduling RSVP Services within Manila only (additional costs depending on number of guests and location)

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Gown Fitting Schedule Management Provision of Forms and Checklists Twice a month face to face sync-up meeting On-the-day Workflow Design Bridal Gown and Entourage Dresses Design Services Delivery Schedule Management Client turnover of all information and arrangements 2 weeks before the wedding Unlimited Phone and email consultation Does not include ON-THE-DAY coordination

FULL COORDINATION PRIOR TO THE WEDDING Avail unlimited consultation Conceptualize and plan the wedding theme Budget Management Save the date Announcement and Wedding Blog Set-up (per request) Provide a wedding checklist for the bride and groom Sourcing and booking of suppliers/vendors for (as needed but not limited to): Venue (ceremony & reception)

Photographers / videographers ** Florist/event stylist

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Designers / couturiers ** Invitations and other print materials Cake Hair & make-up artist Musicians / choir / singer (for the ceremony) Bands / performers / dance instructors / emcee (for reception) Jeweler Gifts & giveaways Bridal car services Van services for guests

Negotiate all vendors contracts Assist in reviewing the contracts for suppliers booked or to be booked by the client if any

Review invitation wordings and missalette before printing Assist in selecting readings for the ceremony, missalette or wedding program if necessary

Assist in conceptualizing the reception program, including scriptwriting and hosting

Assist in choosing the music for the ceremony and reception RSVP of guest (Confirmation of guest attendance) for Manila guests only

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Plan and Coordinate wedding rehearsal (However, Despidida de Soltera, Bridal Shower and/or Bachelor s party Coordination will require additional fees; rates will be provided upon request)

Handle payments to suppliers Planning overall ceremony and reception layout Advice and consultation via phone, SMS or e-mail (whatever is applicable) Finalization, execution and overall coordination of all plans ** Supplier requirements such as photos (for AVP), measurements (for gowns, barongs, shoes, etc.) will be coordinated by Red Shoe, Events Organizer with and for the Client;

On-The-Day Coordination(click here to see the details)

PARTIAL COORDINATION The Partial Coordination Wedding Package includes the following services, depending on what stage the couple has turned over the wedding preparations:

PRIOR TO THE WEDDING

Avail unlimited consultation Budget Management Provide a wedding checklist for the bride and groom Sourcing and booking of suppliers/vendors

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Negotiate vendors contracts Assist in reviewing the contracts for suppliers booked or to be booked by the client if any.

Review invitation wordings and misallette before printing Assist in selecting readings for the ceremony, misalette or wedding program if necessary

Plan and Coordinate wedding rehearsal (However, Despidida de Soltera, Bridal Shower and/or Bachelor s party Coordination will require additional fees; rates will be provided upon request)

Handle payments to suppliers Planning overall ceremony and reception layout Advice and consultation via phone, SMS or e-mail (whatever is applicable) Finalization, execution and overall coordination of all plans ** Supplier requirements such as photos (for AVP), measurements (for gowns, barongs, shoes, etc.) will be coordinated by Red Shoe Events Organizers with and for the Client;

On-The-Day Coordination (click here to see the details)

Other Notes applicable for Full and Partial Packages:

Red Shoe Events Organizer will choose the best packages to be offered to the couple. These are not merely based on cost but on the working capacity, packages available

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and quality of services by suppliers as per experience. Final decision will be requested from the client prior to any action Follow-up of schedule (fitting, photo shoots, food tasting, ocular inspections) will be prepared by Red Shoe, Inc. Pre-selections of songs favoured to be sung and played for both church and reception will be submitted to client for their approval; For gowns, caterer's/hotel s color motifs and styling, samples and swatches will be provided first to the client for approval; In case of a special florist and event stylist to gussy up the wedding day, work samples and costing will also be submitted for approval Layout/Plan set-up of reception venue will be properly reviewed and coordinated with hotel/caterer for final approval of client; ON-THE-DAY Bride s Residence/Suite Work starts from where the Bride will dress up Monitor suppliers call time to ensure that they arrive on time especially the hair and make-up artist, photographer and videographer, florist for the wedding bouquet which is needed for pictorials. Prepare wedding accessories for pictorials Check all supplies needed for the event such as: Flowers Misalletes

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Souvenirs Guest books

Transport of Wedding accessories & other materials to church & receptions such as Rings Coins Arrhae Pillow Cords Matches Veil Offerings, etc. Bouquets

Flowers at the church will be transported to reception after the ceremony. Assist the bride when dressing up & during pictorials Arrange gowns on body form and all accessories for photo shoot.

At Ceremony Formation of the processional march Distribution of the flowers for entourage, misalettes & other materials Formation of the offertory. Assist in pictorial & recessional march

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Safekeeping of all wedding accessories after the ceremony such as Candle Rings Arrhae PillowsMarriage License Any item/s that may have been left behind

Manage program flow at the ceremony Check and assist flower arrangement in the church Set up matrimonial candles, seating arrangements of entourage, primary sponsors, parents and musician

Check arrival of musicians, choir, priest, lectors, commentators, offerors Assist in contract signing of marriage contract if necessary.

At the Reception Check set up of the venue, tables and chairs, band/musician (place and sound system needed), place cards/ menu cards/ reception program cards etc, flower arrangements on tables and on the venue, stage and gift table. Make sure that the venue layout is followed Manage the following: Guests Reception & Registration LinesSeating Arrangement Distribution of souvenirs and giveaways Coordinate with Captain Waiter and Banquet Sales Representative

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Arrival and usher musicians, entertainers, emcees Mobile System and audio-visual presentation equipment and set-up Photographers' and videographers' photo details Vendors for compliance on service/s as agreed upon Line up bridal/entourage for entrance march -up Other Notes Unlimited wedding consultation over phone and email, as well as three (3) meetings with the Couple Contract turn-over of suppliers and initial wedding plans for polishing, confirmation and execution Provision of checklist to ensure that all pre-wedding preparation has been completed Layout/Plan set-up of reception venue will be properly reviewed and coordinated with hotel/caterer for final approval of client; Oversee time management for day of wedding, including provision of time table to bride and groom and members of the wedding party Client may opt to avail additional services (with additional costs) such as Reception Program Development and RSVP Service

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