The Ultimate Guide To Becoming A Wedding Planner

Planner's Lounge is a community and resource hub for wedding planners, offering tools, templates, and guides to help event planning businesses succeed. It provides valuable insights for aspiring wedding planners, such as marketing guides, budgeting advice, and tips on how to get started in the industry. The website also features success stories from wedding planners worldwide, sharing their experiences and expertise. With a focus on empowering wedding planners, Planner's Lounge aims to help them build profitable and sustainable businesses while enjoying the rewards of creating memorable weddings.

The pros and cons of starting your own business vs. working for a company

Starting your own wedding planning business has several advantages and disadvantages when compared to working for a company. Here are some pros and cons to consider:

Pros of Starting Your Own Business:

• You get to be your own boss and make the rules. This includes setting your work schedule, choosing the clients you want to work with, and deciding how much revenue to draw as a salary versus reinvesting in your business.
• You can start slowly, taking on just one or two weddings, and then ramp up as you gain experience and confidence.
• Weddings will always happen, so there is no worry about the market drying up.
• You can choose to specialise in a particular type of wedding (e.g. intimate vs. flashy, budget-conscious vs. high-end, or even destination weddings) and market yourself accordingly.
• You can set your own prices based on the services you offer and your level of experience and expertise.
• You have the freedom to be creative and set your own processes for planning and coordinating weddings.

Cons of Starting Your Own Business:

• You will likely be working a lot of weekends, which may not suit your preferred lifestyle.
• Weddings are highly emotional events, and dealing with stressed or difficult clients is inevitable.
• You may be blamed for anything that goes wrong during a wedding, even if it is beyond your control.
• There is seasonality to weddings, with more weddings occurring in spring and autumn, so you may experience dry spells during other times of the year.
• There is a lot of competition in the wedding planning industry, and it can be challenging to differentiate yourself.
• Starting your own business requires a significant amount of upfront planning, including creating a detailed business plan, registering your business, setting up payment infrastructure, and developing your brand and online presence.
• As a business owner, you will need to invest time and effort into running the business, which may take away from the time spent on wedding planning itself.
• Marketing your business and building a network of connections can be crucial to your success, and this may be a challenging and time-consuming task.

Pros of Working for a Company:

• You can benefit from the company's existing reputation, brand, and network of connections and vendors.
• You will have the support and guidance of colleagues and mentors within the company, which can be especially valuable if you are new to the industry.
• The company may have a steady stream of clients, providing more consistent work opportunities.
• You may have access to resources, tools, and templates that the company has developed over time, making your job easier.
• The company may handle the business administration, marketing, and financial management aspects, allowing you to focus primarily on wedding planning.

Cons of Working for a Company:

• You will need to follow the company's rules, processes, and guidelines, which may limit your creativity and autonomy.
• Your income may be more fixed or standardised, with less flexibility to set your own prices or draw a salary based on revenue.
• You may have less flexibility in choosing your clients or specialising in a particular type of wedding.
• Your opportunities for advancement or pay raises may be limited, and you may need to work your way up within the company over time.
• You may need to adhere to specific work schedules or hours, which could impact your work-life balance.

How to build a portfolio

Building a portfolio is a crucial step in marketing yourself as a wedding planner. It is a way to showcase your abilities, build trust with potential clients, and ultimately, acquire new business. Here are some steps to help you build a strong portfolio:

Plan and Organize a Styled Photo Shoot:

Create a mock wedding setup, including details such as a guest table with linen, stationery, place settings, centrepieces, and guest chairs. You can also include a model bride, a cake display, and a place card display. This gives you an opportunity to showcase your creativity and practice working with vendors. Ask the photographer for digital images that you can use on your website and portfolio, and be sure to share them with the participating vendors as well. If you're just starting, collaborate with other vendors who are also starting, as they may be more willing to participate.

Gain Experience by Helping Friends and Family:

Offer to help a friend or family member with their wedding. This will give you valuable experience and photos for your portfolio. If your clients are happy with your work, ask them for a written testimonial to include on your website. Real timelines from these events can also be shared with potential clients.

Showcase Your Education and Professional Memberships:

Include any relevant certificates, memberships, or diplomas in your portfolio. This could be a certificate from an online certification program, a membership in a wedding industry association, or a design class diploma. This demonstrates to potential clients that you are committed to your business and ongoing education.

Create Sample Inspiration Boards and Wedding Day Timelines:

If you're just starting and don't have much experience, create sample inspiration boards and wedding day timelines to showcase your skills and ideas. If you already have experience, be sure to include photos and production schedules from weddings you have planned.

Online Portfolio and Website:

Most wedding planning companies showcase their creative work on their website and blog. Create a website that showcases your portfolio, including professional photo albums from weddings you have planned (with permission from the photographer and clients). You can also include sample timelines, stationery pieces, and other relevant details. Consider using a platform like Wix or Squarespace, which offer portfolio templates.

Physical Portfolio:

In addition to your online portfolio, consider creating a physical portfolio book or binder that includes sample timelines, stationery pieces, and photos. This can be useful when meeting with potential clients in person. It ensures you have all the necessary materials to showcase your work, even if internet access is limited or unavailable.

How to get experience

Experience is key to becoming a wedding planner. Here are some ways to get experience in the field and fast-track your career:

• Plan events for friends and family: Offer to help plan parties, anniversaries, reunions, holiday events, and weddings for friends and family. You can also volunteer to plan events at your workplace or church, such as picnics, lunches, dinners, holiday parties, meetings, and conferences. Any event planning experience will help you develop skills in organisation, event timing, event design, logistics, and working with clients.
• Work in catering or at a venue: Working for a local catering company, hotel, or venue is an excellent way to gain experience in managing weddings and events. It will give you an understanding of the logistics involved in these types of events, as well as introduce you to local event vendors and venues.
• Create table designs at home: Practise creating beautiful table settings using tablecloths, napkins, plates, glassware, candles, stationery, and flowers. During holidays, you can design special tables for family dinners or cute dessert bars for your children.
• Volunteer for a nonprofit organisation: Offer to help plan events, galas, and meetings for local nonprofit organisations. Not only will you gain valuable event planning experience, but you'll also be volunteering for a good cause and making connections that can help your future career.
• Build a portfolio: Take photos of the events you work on and ask clients and coworkers for testimonials. These will give you an advantage when applying for wedding industry jobs and internships.
• Take an online course: Consider taking an online course to learn the ins and outs of wedding planning. For example, the Getting Started in Wedding and Event Planning Online Class by Debbie Orwat, the founder of Planner's Lounge, covers topics such as the types of services offered by wedding planners, general pricing structures, and ways to get experience when starting out.
• Intern with a wedding planning company or venue: Interning will give you a taste of what it's like to be a wedding planner and help you decide if it's the right career for you. Approach local wedding planning companies or venues and stand out by being personable in your application.

How to market your business

Marketing is a crucial aspect of any wedding planning business, and there are numerous ways to promote your services and stand out in a competitive industry. Here are some detailed and direct strategies to market your wedding planning business:

Know Your Audience:

Understand your target audience and tailor your marketing efforts accordingly. Identify the types of couples you often plan weddings for (e.g., young couples, destination wedding seekers) and utilise the platforms they frequent, such as Instagram, TikTok, or Pinterest. Build relationships with vendors and venues in popular destinations if that is your niche.

Develop an Online Presence:

Establish a user-friendly, visually appealing, and informative website. Ensure it has strong search engine optimisation (SEO) by using well-researched target keywords. Consider having an "about" page, photo galleries, and a blog with relevant, engaging content. Additionally, create social media accounts on platforms like Instagram, Pinterest, TikTok, Twitter, and Facebook. Share quality content consistently and interact with your audience to build relationships.

Get Listed on Free Directories:

Add your business information to free directories and listing sites, such as WeddingWire, One Wed, Yelp, Yellow Pages, and the Better Business Bureau. This increases your online visibility and helps with SEO, making it easier for potential clients to find you.

Network and Build Relationships:

Networking is essential for success. Connect with people in the industry, including venues, vendors, photographers, and other wedding planners. Strategically approach those you want to work with and focus on building genuine relationships. A strong network can lead to referrals, collaborations, and a positive reputation.

Leverage Testimonials and Reviews:

Encourage your clients to leave reviews, as they are crucial in the decision-making process for couples. Share positive testimonials and reviews on your website and social media platforms. Google My Business is an excellent platform for collecting and showcasing reviews, as it boosts your website's visibility and credibility.

Stay in Touch with Past Clients:

Maintain regular communication with your previous clients by sending them greetings, updates, and informing them about special offers. Satisfied clients are more likely to refer your services to their friends and colleagues, expanding your network and potential for new business.

Utilise Marketing Resources:

Take advantage of the various marketing resources available, such as the free marketing guides offered by Planner's Lounge. These guides can provide you with additional low-cost marketing ideas and strategies specific to the wedding planning industry.

By implementing these strategies, you can effectively market your wedding planning business, reach a wider audience, and establish a strong presence in the industry.

How to set your pricing

Setting your pricing as a wedding planner can be a complex process. There are a few different pricing structures you can use, and it's important to consider various factors to ensure you're charging appropriately for your services. Here are some guidelines on how to set your pricing:

Determine Your Goals and Expenses:

Start by figuring out how much you want to earn annually. Consider the lifestyle you want and the income that will support it. Then, calculate the expenses required to run your business, including marketing, overhead costs, employees, insurance, and education. Add these two numbers together to get your sales goal for the year.

Assess Your Capacity and Services:

Think about how many weddings you and your team can realistically handle in a year while maintaining the desired level of service. Outline the specific services you want to offer, such as planning, coordination, and design. Be creative and consider additional offerings like digital products or upselling design services.

Understand Your Target Clients:

Get a sense of your ideal client's total wedding budget. While it's important to consider the average cost of a wedding planner in your area, focusing on your target client's budget will help you set prices that align with the value you provide. Ensure your fees fit comfortably within their budget, allowing them to feel good about paying you while also covering your expenses and desired earnings.

Choose Your Pricing Model:

There are three common pricing philosophies used by wedding planners:

• Flat Fee: This is the simplest and most common model, where you charge a fixed amount for a specific set of services. The advantage is a fixed cost for your clients, but it may limit your earning potential if the scope of work increases.
• Hourly Rate: This model is suitable for partial planning clients or when offering additional packages. It ensures you're compensated fairly for your time, but it may require justifying each hour added to the invoice, especially with difficult customers.
• Percentage Pricing: This model involves charging a percentage of the client's overall wedding budget, often ranging from 10-18%. It can be more profitable and ensures you're paid relative to the number of vendors you manage and the client's total spend. However, it may require more education for clients to understand this pricing structure.

Adjust Pricing Based on Experience:

As you gain more experience and build your reputation, you can increase your prices to reflect your expertise. The average cost of a wedding planner varies based on location and the type of planner (full-service, partial, month-of, or day-of). The national average in 2023 was $2,100, but prices can go upwards of $10,000 or more, depending on various factors.

Remember, your pricing should evolve as you establish yourself in the industry. Track your time and expenses, and periodically review your rates to ensure they align with your skills, experience, and the value you bring to your clients.

Frequently asked questions