Open Master Classes
This manual is your compass to navigate the strategic significance of Open Master Classes (OMC) within EventyOn's business. From scheduling to promotion and even potential cancellations, it equips you with a systematic understanding to make informed decisions, allowing you to master the art of OMC management.
The strategic significance of OMC
In 2022, Open Master Classes (OMC) constituted only 6% of our margins, including added services. While this figure is notably lower compared to closed events (both corporate and private), OMCs retain strategic significance for the following reasons
Open Master Classes (OMC)
Engaging the public through OMC yields a three-fold advantage. First, attendees directly experience EventyOn's excellence, potentially leading to future private event bookings. Second, OMC foster a sense of community that nurtures engagement, loyalty, and valuable word-of-mouth referrals. Third, OMC generate a differentiated revenue flow, capitalizing on otherwise vacant rooms during off-peak days to create profitable opportunities.
Boosting Brand RecognitionOMC introduce EventyOn's brand to a wider audience beyond private clients and corporate partners. This expansion in visibility fuels brand recognition, positioning EventyOn as a versatile event organizer with the ability to cater to both intimate gatherings and broader public engagements.
Sampling EventyOn's ExcellenceOMC provide a taste of EventyOn's unique offerings and different formats, allowing clients to engage with the brand even for smaller occasions at a fraction of the price of a closed event
Revitalizing Off-Peak DaysOMC help saturate days that are less appealing for private events and B2C filling scheduling gaps, making profitable use of less popular time-slots and broadening the client base.
Diversify revenue streamsWhile private events and team-building constitute the backbone of EventyOn's business, OMC present an opportunity to diversify revenue streams. By tapping into the market for public ticketed events, we enable consistent revenue generation beyond our core offerings.
OMC as a Gateway for PartnershipsOMC hold significant potential for strategic partnerships. Serving as a brand exposure platform to EventyOn's captive audience. OMC not only diversify revenue streams but also enhance EventyOn's reach and influence in the market.
Word of MouthAs clients share their positive experiences with others, OMC contribute to a chain reaction of favorable word-of-mouth, ultimately enhancing customer satisfaction and loyalty.
OMC - TWO DIFFERENT APPROACHES
Single day events vs. Courses
The OMC market is divided into two
a) single events purchased individually
b) structured courses
EventyOn's specialisation lies in single events, typically held in the evenings (with the exception of kids' OMC held in the morning), aligning with our lively and non-academic event formats. Our focus on single events resonates with our fun-centric approach. Courses, on the other hand, call for a more structured and educational format, involving curricula such as beginner Italian cooking courses.
While we currently emphasize single event OMC, we keep the possibility of exploring courses in mind, particularly to optimize weekday morning utilization. While most competitors offer single day OMC, Novikov Cooking School stands as a benchmark for cooking courses.
For all practical means this manual focuses exclusively on Single Event OMC.
a) single events purchased individually
b) structured courses
EventyOn's specialisation lies in single events, typically held in the evenings (with the exception of kids' OMC held in the morning), aligning with our lively and non-academic event formats. Our focus on single events resonates with our fun-centric approach. Courses, on the other hand, call for a more structured and educational format, involving curricula such as beginner Italian cooking courses.
While we currently emphasize single event OMC, we keep the possibility of exploring courses in mind, particularly to optimize weekday morning utilization. While most competitors offer single day OMC, Novikov Cooking School stands as a benchmark for cooking courses.
For all practical means this manual focuses exclusively on Single Event OMC.
OUR USP: We offfer Multiple OMC formats
USP: Fun & multi-format
EventyOn's unique selling proposition (USP) in the OMC market lies in its ability to deliver fun & multi-format events. From immersive cooking classes and vibrant art parties to sophisticated cocktail and wine casino experiences, our multi-format offerings set us apart.
As we aspire to be recognised as the ultimate destination for any recreational OMC experience, it is imperative to schedule a balanced mix of formats, beyond our traditional cooking.
As we aspire to be recognised as the ultimate destination for any recreational OMC experience, it is imperative to schedule a balanced mix of formats, beyond our traditional cooking.
Our audience spans a spectrum of interests, from culinary enthusiasts to creative artisans and connoisseurs of libations. Expanding our OMC repertoire allows us to craft tailored experiences that resonate with a broader audience, capturing their unique passions and preferences.
The charm of OMC lies in its ability to inspire attendees to explore various event formats. Those who have relished one experience are often enticed to venture into others, leading to stronger engagement and repeat patronage. This fosters enduring loyalty, making EventyOn the go-to choice for multifaceted event experiences.
Consumer preferences shift, and trends evolve. By encapsulating a range of event formats within OMC, we stay nimble and adaptable, catering to the evolving tastes of our discerning audience. This agility positions us ahead of market trends and ensures we remain relevant.
The inclusion of different formats in OMC serves as a compelling platform for partnerships. It entices collaborators from culinary suppliers to art vendors and beverage brands. These partnerships bring in additional revenue streams, transforming OMC into a synergy-driven success.
ULITMATE GOAL IS PROFITABILITY
OMC or Closed events?
While we recognise OMC strategic role, we keep a practical approach when a room is in contention between an OMC and a Closed Event, assigning the room to most profitable one (that is usually the closed event), even if some customers already bought some tickets. This ensures that room inventory is allocated in line with our financial goals. In this case we have the option of moving to another location or to cancel the OMC.
We cancel a OMC in favour of a closed event (B2B, B2C, Kids) when we can not change location and:
1. The OMC has sold 0 to 12 tickets
2. The OMC has sold 13 tickets or more and the Revenue from the "Closed Event" is 150.000 Rub
If the above conditions are not met then the decision of cancelling the OMC is treated as an exception and needs to be approved by the Marketing Director, that will evaluate the specific circumstances (importance of the client or other factors)
We cancel a OMC in favour of a closed event (B2B, B2C, Kids) when we can not change location and:
1. The OMC has sold 0 to 12 tickets
2. The OMC has sold 13 tickets or more and the Revenue from the "Closed Event" is 150.000 Rub
If the above conditions are not met then the decision of cancelling the OMC is treated as an exception and needs to be approved by the Marketing Director, that will evaluate the specific circumstances (importance of the client or other factors)
We cancel an OMC in favour of a closed event when:
1. The OMC has been scheduled and we sold 0 to 12 tickets
2. If 13 tickets or more then we cancel then OMC only if the revenue from the closed event is equal or more than 150.000 Rub
Please note: if the OMC is co-branded by a Sponsor/Partner we need to ask the approval of the Marketing Director (more details in the next block)
1. The OMC has been scheduled and we sold 0 to 12 tickets
2. If 13 tickets or more then we cancel then OMC only if the revenue from the closed event is equal or more than 150.000 Rub
Please note: if the OMC is co-branded by a Sponsor/Partner we need to ask the approval of the Marketing Director (more details in the next block)
We can cancel a Spnosored OMC pending approval of EventyOn Marketing Director, that will need to make sure if the cancellation can create problems with the praetorship, and in particular will need to make sure that
1. Will this cancellation will not create problem with the partnership and with it's future renewal
2. No one from the partners side (Management, staff or people invited by them) is scheduled in the master-classe
3. We are able to reschedule this master-class at the earliest convenience without breaking our contractual obligations (We preferably commit to a number of sponsored classes per quarter, allowing rescheduling flexibility)
4. We did not cancel in the same month already 2 other classes by the same sponsor (we can do it only if the sponsor agrees)
1. Will this cancellation will not create problem with the partnership and with it's future renewal
2. No one from the partners side (Management, staff or people invited by them) is scheduled in the master-classe
3. We are able to reschedule this master-class at the earliest convenience without breaking our contractual obligations (We preferably commit to a number of sponsored classes per quarter, allowing rescheduling flexibility)
4. We did not cancel in the same month already 2 other classes by the same sponsor (we can do it only if the sponsor agrees)
If we cancel a master-class that has already sold tickets we need to:
1. Administrator connects with client By Phone, WhatsApp or email (In order of priority)
2. We offer another masterclass or gift certificate or if they insist we can provide full refund we make it (we give it even if they are not willing to fill the form)
3. We can offer upgraded masterclass or compliments if the client is not happy
1. Administrator connects with client By Phone, WhatsApp or email (In order of priority)
2. We offer another masterclass or gift certificate or if they insist we can provide full refund we make it (we give it even if they are not willing to fill the form)
3. We can offer upgraded masterclass or compliments if the client is not happy
The inclusion of different formats in OMC serves as a compelling platform for partnerships. It entices collaborators from culinary suppliers to art vendors and beverage brands. These partnerships bring in additional revenue streams, transforming OMC into a synergy-driven success.
MARGIN IS THE PRIORITY
When do we cancel masterclasses
Two three days before if it is 4 or less
Less than 6 people 24h
Less than 6 people 24h
