1.
UNIVERSIDAD INTERAMERICANA DE PANAMÁ - UIP
FACULTAD DE HOTELERÍA Y TURISMO
ESCUELA DE GASTRONOMIA Y HOTELERÍA UIP-GLION
Food & Beverage Management
Executive Summary of our Business of Event Planning
Students:
Sindy Carela ID. 8-896-144
Nayarith Villarreal ID. 8-905-322
Professor:
Francisco Muñoz
Date:
Panama, April 2015

2.
Basic Information
Name:
Karelli Event Planning
Type of business:

3.
Weddings and events planning
Logo:
Business card
Slogan:
“The events come true”
Foundation date:
March 15, 2015
Founders:
Sindy Carela – Event Planner
Nayarith Villarreal – Event Planner
Number of Employees:
4
Location:
Street 59 East
Obarrio Street 50

4.
Facing Credicorp Bank
Premises
Location Obarrio
Rooms 8
m2 300
Lot size 410
Tiers 3
Parking 6
Benefits
Near Traffic, Guest Parking, Storage, Air Conditioner,
Furnished, Kitchenette, Reception
Technical
benefits
Telephone Line, Lighting, Broadband Internet, Reserve Tank,
Fire Detection System
Our mean of transportation:
Toyota Yaris Advance
Full Extras
Manual of 2010
Price: B/.10,250.00

5.
Surveys
Before starting our business, we wanted to make a small survey based on 20
people about how they see services event organization

6.
54%
46%
Do you know a company dedicated to
organizingevents?
Yes
No
29%
49%
13%
9%
Does the concept of event planners
identifies it as?
Expensive
Necessary
Not needed
indifferent

7.
13%
20%
11%
56%
Age range
18-25 Years
26-40 Years
41-55 Years
50 or more
5%
11%
17%
56%
11%
Usually that type of company hires for your
events?
Restaurants
Events planner
Hotels
Others
No one

8.
40%
35%
25%
Where to preferyour events?
Hotels
Tourist Attractions
Resots
36%
22%
13%
21%
8%
How much are you willing to pay for the
organizationof your event?
20,000
15,000
10,000
More money
less money

9.
18%
82%
Do you think that the event organizations
offer good services and products?
Yes
No
40%
25%
35%
For you than is more important in
organizing the event?
Quality
Price
Both

10.
Mission
Vision
Our Services
Our Customer
Organization chart
Mission

11.
Karelli Event Planning works in the design of the events with which we commit to
work creatively and responsibly to achieve compliance with the dreams of our
customers, making unforgettable experience of your event.
Vision
Be a leader and innovator in organizing all kinds of social events company,
achieving recognition of society through our effective, fast and complied with
quality service work.
Our Services:
Our company is based on the organization and logistics of social events, with a
committed, innovative and enthusiastic work that ensures uniqueness and
originality of our services, each event is saved forever in the memory of our
guests.
Our Customers:
Every business and people requiring our service
This is a graphic into that level of economic income we are led
Organization chart
49%
35%
16%
What kind of market we are targeting?
High
Medium
Low

12.
General
Director
Business
consultant
Design
consultant
Events
coordinator
Executive
secretary

13.
4 P’s of
Marketing
This is our analysis of marketing our business:

14.
4 P’s Of Marketing
Product
We are a company of organization and planning of events
with first-class service, quality products and innovative
service.
Place
We are located in one of the most urban areas of Panama
City, with easy access roads and public transport.
Price
Our prices range according to the quality of our service.
Promotion
Through social media, fashion magazines, events
weddings or fashion fairs.

15.
SWOT Analysis
This is our SWOT analysis:
SWOT Analysis
Strengths Weaknesses

16.
 Exclusive design event
 Highly qualified personnel in all
areas
 Advertising and promotions
 We offer a variety of events, a
variety of providers to provide
services.
 We have a wide variety of
Suppliers to organize events.
 As a company planning is
required in many references to
enter the market.
 We are at a disadvantage with
other companies who may
have more experience in the
subject.
 Our company is closer to
providing services to people
with high purchasing power.
We can not offer our services to
all consumers.
Opportunities Threats
 We have a variety of contacts.
 We manage in a growing
market and uncompetitive. We
have great opportunities for
growth due to the large amount
of demand.
 We rely heavily on our
suppliers and our image of
them reflected on the other
hand we must enforce
discipline the service provided.
 Competition from others with
more experience and greater
variety of contacts.

17.
Strategies
Strategies
Short-term strategies
 Be innovative and creative to provide a unique and different service.

18.
 Improve the objectives or goals of the organization, establishing an overall
strategy for achieving those goals and develop a complete hierarchy of
plans to coordinate activities.
Medium-term strategies
 Having our own catering company that offer our customers various
alternatives menus to choose from.
 Expand our categories of events, offering our services to all types of,
corporate, public or popular, sports, cultural and other social events.
Long-term strategies
 Expand our events nationwide, so that we get there to have suppliers in
different provinces of Panama to realize the dreams of all Panamanians
who require our services.
 Perform tv programs in which offer important information consulting and
event planning, for those who wish to make their own celebrations.

19.
Our competitors
Before mentioning our competitors, we did a study of our market position
compared to the other event management companies

20.
Our competitors
These are some of the direct or indirect competitors we want to overcome in the
market for event organization.
15%
85%
Business
Karelli
Competitors

21.
Protocolo
D´Gala Eventos
D & M EventsbyDecor More
Blue TimesEvents
Divine Events
CarmenCastrejónBodasy Eventos.
ReginaEvents
JY Eventos
Bodas yEventosPanamá
EventosyMás Panamá
Bodas yMás
PlannerGroup
Smile &Love
AquamarinaEventos
StyloPanama
Events& Weddings

22.
Our providers
Our providers:
We have a variety of suppliers of the highest range to ensure the success of
any event:

23.
Alcoholics
Beverages
 Felipe Motta
 Canavaggio Wine
Boutique
 Fiesta Xpress
 Bodega Mi Amiga
 Global Brands
 Spirits & Wine Boutique
 Varela Hermanos
Jewelry
Store
 Swarovski
 DG Joyeros
 Tiffany & Co.
 Cartier
 Imperiales Joyeros
 Nat Méndez
 Mercurios Joyeros
 Joyeria Pataro
 Balucchi Preziosi,S.A.
Assembly
 Rocco Productions
 Festieventos
 Protocolo
 D’Gala Eventos
 Chef 2 ChefPanama
 PRP Events
Makeup
Artists
 Gregorio Espinoza (Novo
Salon & Spa)
 George Lainz (Novo Salon
& Spa)
 Pedro Saldaña (PSV Studio)
 Jerry Herrera
 Axel Anderson (Hander
Salon)
 Itziak Gómez (Hander
Salon)
Balloon
Decoration
 Global Sunflower
Floristería
 Floristería y Curiosidades
Emmanuel
 Floristería Kampary
 El Príncipe Azul
 El Mundo de los Globos
 Festilandia Plus
Non –
Alcoholics
Beverage
 Femsa Panamá
 Cerveceria Nacional
 .
 .
 .
Beauty
Salons
 The Nail Bar Panama
 Charlie Place
 Hander Salon
 Christian Salon
 Sebastian Salon
 Novo Salon & Spa
 PSV Studio
 Armandeus
 Tony & Giovanni
Pastry
Shops
 My Cute Cake
 Dulcería Momi
 Cake Pops La Dulcería
 Seet Temptations By
Mónica Levy
 Lulu’s Cakes
 Nicolina Sal y Dulce
Catering
Service
 Cookita Cukita by Cukita
Arias
 La Cocina de Sofy by
Sofy Guardia de Durán
 De Tacones a Fogones
 Delicias de la Abuela
 Bocatto de Angel
 Delyciosuras byDelyanne
Arjona
 Le Petite Cuisine
Photograph
ers
 Lizzie Photografy
 Textar
 Shag
 Tony Lindo
 Rovetto
 Luis Luck
 Visage
Churchs
 Iglesia San Jose (Altar de
Oro)
 Iglesia del Carmen
 Santuario Nacional
 Catedral Metropolitana
 Iglesia Don Bosco
 Hossana
Resorts
(Beach
Hotels)
 Hotel JW Marriot
 Hotel Sheraton Bijao
 Hotel Westin Playa Bonita
 Hotel Whyndham Playa
Blanca
 Hotel Royal Decameron
 Hotel Playa Blanca Resort

24.
Dance
Classes
 G&G
 Academia Pro dance
Panamá
 Alina´s Dance Academy
 Rene Alejandra Ritmo y
Arte
 Valerie´s Dande Studio
 BalletAcademy
 Fusión de Artes
Security
 Grupo Especializado de
Seguridad e
Investigaciones,S.A.
 Millenium Security Service,
S.A.
 Blasco Seguridad S.A.
 Servicios Panameños De
Seguridad,S.A.
 Federal Security Panama
Agency
 Alianza Security, S A
Decoration
 Alex Gaudiano
 D & M Events By Decor
More
 Sr. Tenedor
 PRP Events
 Alquileres & Mas
 Adornos y Fiestas,S.A.
Shoes and
Heels
 Bellagio
 Carmen Steffens
 JimmyChoo
 Entre Novias
 Studio Moda
 Internacionals orders
Digital
Animations
 La Vision Studio
 Sal y Pimienta Inc
 Ram Media
 HB Video
 El Ajo, S.A.
Social
Publications
 La Prensa
 Mundo Social
 La Estrella de Panamá
 Revista Ellas
 Selecta Magazine
 4W
Discotheque
and
Animations
 Música y Eventos, S.A.
 Dluxe Productions
 Sound Master Production
 Konexxion
 Blue Mango Music Band
 Virtual Audio
 Possible artistic
presentations
Spa and
Tanning
Salons
 Novo Salon & Spa
 Imperium Spa
 Mosaic Spa
 Casa Bianca
 Step Gym & Spa
 The Tanning Studio
 Fuzion Salon
Fireworks
and
Pyrotechnic
s
 Pirotécnica Castro
 Fuegos Artificiales
Internacionales
 Panama Show Time
 Panama Fire Works
 Pirotecnia y Bisutería El
Dragón Rojo
Stationery
and Prints
 Upside Down Design
 Centro Litográfico
 Impresiones yDiseños 507
 No Limits Desing Group Inc
 Total Graphix
 PG Handmade
Florists
 Flores de Altura
 Flower Ballons
 Premium Florist
 Lourdes Ikebana
 Floristería y Curiosidades
Emmanuel
Tents and
Structures
 Tecni Eventos y Equipos
 Protocolo
 Toldas Cattan
 Eventos Exclusivos
 Eventos & Rilu,S.A.
 La Tolda Ideal
Gowns
 Porta Romana
 Coco´s
 Entre Novias
 Gaudi
 Rosa Clara
 Claires
 Cancán de la Novia
 Alquila Couture
Tourist
Attractions
 Casco Viejo
 Panama La Vieja
 Portobelo
 Mi Pueblito Afroantillano
 Museo del Canal
Interoceanico
 Parque Metropolitano
 Figali Convention Center
 Atlapa
 Teatro Nacional

25.
Gyms
 Power Club
 Cross FitPTY
 Sport Tek
 Step Gym & Spa
 Pilates
Transport
 Elegance Limusines
 Safeguard Limusine
 VIP Limusine Service
 Marcelo Limusine &
Tuxedos
 The Boss Party
Hair Stylists
 Gregorio Espinoza (Novo
Salon & Spa)
 George Lainz (Novo
Salon & Spa)
 Pedro Saldaña (PSV
Studio)
 Jesús Alra (Novo Salon &
Spa)
 Tinito Silva (Velasquez
Hair Dresser)
 Axel Anderson (Hander
Salon)
Travel
Agencies
 Viajes Jazmin
 Viajes Arco Iris
 Grand Tours
 L´ALianxa
 Agencia de Viajes Tivoli
 PesantezTours
 Columbia
 Agencia de Viajes Fidanque
 Viajes Arco Iris
 Gem´s 15
 Allegro Tours
 Viajes Regency Travel
Hotels
 Cadena Hoteles Marriot
 Cadena Hoteles Hilton
 Cadena Hoteles
InterContinental
 Cadena Hoteles
Starwoods
 Cadena Hoteles
Wyndham
 Cadena GHL
 Cadenas Hoteles Bern
 Hotel Hard Rock Café/
Radisson Decapolis
 Hotel Trump Ocean Club
Panama
 Hotel Bristol Panama
 Hotel Continental Panama
 Hotel El Panamá
 Hotel Riu Plaza Panama
 Hotel Tryp
 Hotel Riande
 Hotel Las Clementinas
 American Trade Hotel
 Hacienda El Corcel Azul
Travel,
Flights and
Cruises
 Royal Caribbean
 Copa Airlines
 Pulmman Tours
 Ferry Express
 Air Panama
 Avianca

26.
Capacity and prices
of tourist sites
Capacity and prices of tourist sites
If tourist atracttions are chosen as a venue for events, these are some of the
prices and the amount of people that they can accommodate in some of them.
Panama La Vieja
Nave de La Catedral
Capacity:
400 people seated at tables
700 people seated theater style
For the use of the monument the Patronato requests a donation of B/.2,000.00

27.
You must separate the date in the Promotion Department: 226-9364 / 8915/1757
with 25% of payment. The rest of the donation must be given one (1) month
before the event.
Convento de La Concepción
Capacity:
200 people seated at tables
270 people seated theater style
For the use of the monument the Patronato requests a donation of B/.2,500.00
You must separate the date in the Promotion Department: 226-9364 / 8915/1757
with 25% of payment. The rest of the donation must be given one (1) month
before the event.
Convento de La Companía de Jesús
Capacity:
60 people seated at tables
90 people seated theater style
For the use of the monument the Patronato requests a donation of B/.1,500.00
You must separate the date in the Promotion Department: 226-9364 / 8915/1757
with 25% of payment. The rest of the donation must be given one (1) month
before the event.
Museo del Canal Interoceánico
Great Hall
Its width can accommodate 230 people seated.
Patio del Faro
It has a capacity for 50 people standing and 40 people comfortably seated.
Salon Gourmet
This wonderful room, can accommodate a buffet for 70 people seated.
Mi Pueblito
All tenant must record a cash deposit in the amount of Three hundred dollars
(B/.300.00) in order to ensure the health structures and further shall pay the sum
of One Hundred dollars (B7:100.00) for the cleaning and maintenance:
a) Pueblito Afroantillano pay at the rate of B/.500.00 per event.
b) Mi Pueblito Interiorano paid at the rate of B/.500.00 per event
c) Anfiteatro paid at the rate of B/.500.00 per event.
In cases of leasing spaces described in points a, b and c of this section authorizes
the assistance of a number of 400 people, up to three (3) hours. The hour or
fraction pay B/.50.00

28.
d) Gazebo located in Pueblito Afroantillano a rate of B/.125.00 per event
e) Casa Miller B/.140.00 per event. Prior deposit B/.100.00
f) Logía B/150.00. Prior deposit of B/.100.00
g) Casa de Quincha B/.150.00. Prior deposit of B/.100.00
h) Casa Bocas del Toro (Ground Floor) B/.125.00. Prior tank B/.100.00
i) Guachapali House (Ground Floor) B/.150.00. Prior tank B/.100.00
In cases of leasing spaces described in points d, e, f, g, h, i, of this section
authorizes the assistance of a number of 500 people with a minimum of 100 up
to three (3) hours. The hour or fraction pay B/.25.00
In case of using the Capilla de Mi Pueblito Interiorano and the replica of the Iglesia
Anglicana, B/.100.00 per event.
Figali Convention Center
B/.10,000
Parque Natural Metropolitano
The capacity of the events rooms are:
Salon Elena Guardía de Lombardo: 80 pax. Value B/.290.00
Salon Elena Guardía de Lombardo with Green Area: 120 pax. Value B/370.00
Salon Las Oropéndolas: 90 pax B/.280.00

29.
Packages

30.
Packages

31.
We have special packages for every occasion, we can also adjust to your
needs without any problem
PACKAGES PREMIUM
Menu
• Cocktail Menu
• Buffet Menu
Beverages
• Unlimited Mixers (includes regular soda, diet)
• Wines
• National Beer
• Free Descorche
Stationery Shop
• Reserved table numbered
• Printed menus, one per table
• Sketch location of tables
Mounting
 Rental location chosen with six hours of actual service, but gauging half
hour and half hour guest desaforo thereof.
 Welcome cocktail, made margaritas or flavored waters.
 Lounge for complimentary Civil Ceremony
 Round tables for ten.
 white or colored tablecloth.
 Covers tablecloth various colors to choose, frayed, Versailles, roads or
gauze.
 Napkin cloth, various colors to choose from.
 Chairs French sheath (white) and bow (color choice).
 Main table boyfriends crescent or horseshoe.
 Table for the cake.
 imported Dish round basis.
 Crockery White smooth round imported.
 "free Uncorked" unlimited mixers for 5 hours
 Makes glassware (glasses, shot glasses and cups horses).
 Table service: ashtrays, salsa and salt shakers.
 Free corkage for 7 hours (soft drinks, mixers and unlimited Ice)
 Numbered tables.
 Centerpiece choose from our catalog.
 Arrangement main table cascade or minimalist.
 Elegant tent with lighting and curtains (if gardens) or umbrellas Market.

32.
Personal
 Service Coordinator
 Captain of Waiters
 Waiters (one for every 20 people)
 Chef and kitchen staff
 Hostess (from 150 guests).
Integral Event Organization:
 Location Scouting
 Personal attention for each partner or contracting
 Planning and organizing the event.
 Attractive payment plans.
 Coordination during the event (reception of cake, placing memories
(provided by customer) tables, delivering your guests memories
(provided by the customer).
 Beverage Control
 Monitoring Program
Diversion
 Set of six musical elements, playing for 5 hours x 15 minute break, and
gifts for your guests, background music during breaks offered.
 D.J. with over 5,000 songs in repertoire, with lights. Offering gifts to your
guests.
Price: B/.17,500
PACKAGES LOUNGE
Menu
• Cocktail Menu
• Buffet Menu
Beverages
• Unlimited Mixers (includes regular soda, diet)
• Wines
• National Beer
• Free Descorche
Stationery Shop
• Reserved table numbered
• Printed menus, one per table

33.
• Sketch location of tables
Mounting
 Lounges in white for 10 people (Three puff, two double seats, a single
chair, love seat and two light table).
 Tables lighting.
 Disposable napkin.
 Round plate smooth.
 Imported Glassware.
 Table service: ashtrays.
 Numbered tables.
 Flower Arrangement Zen lounge or choose from our catalog.
 Elegant tent with lighting and curtains (if gardens)
Personal
 Service Coordinator
 Captain of Waiters
 Waiters (one for every 20 people)
 Chef and kitchen staff
 Hostess (from 150 guests).
Diversion
 Set of six musical elements, playing for 5 hours x 15 minute break, and
gifts for your guests, background music during breaks offered.
 D.J. with over 5,000 songs in repertoire, with lights. Offering gifts to your
guests.
Price: B/.10,000
MENU
Cocktail Type
COCKTAIL 1
 Assorted appetizers
 Ham and cheese tray
 Mini sandwiches assorted
 Shrimp cocktail
 Olives wrapped in mass of parmesan
 Mini salmon with dill croissants
 Chicken wrapped in bacon
 Two ceviches to choose: corvina ceviche with green apple, octopus ceviche,
shrimp ceviche , mixed ceviche.
 Drinks: juices, sodas, beer (soberana, panama, atlas), red and white wine.
 Desserts: three milk,strawberry and lemonade cheescake.

34.
COCKTAIL 2
 Curry chicken burrito
 Meat balls of wine
 Trinchitos ham and cheese
 Cheese empanadas
 Stuffed mushrooms
 Mini sausage quiche
 Shrimp cocktail
 Chicken skewers bbq sauce
 Chicken breasts wrapped in bacon
 Assorted mini little sandwiches
 Vegetable croissants
 Two ceviches to choose: corvina ceviche with green apple, octopus ceviche,
shrimp ceviche, mixed ceviche.
 Drinks: juices, sodas, beer (soberana, panama, atlas), red and white wine.
 Desserts: three milk, strawberry and lemonade cheescake, chocolate truffles.
Buffet type
BUFFET # 1
 Waldorf salad
 Caesar salad
 Corvina steak with garlic
 Chicken cheese sauce 3
 Two rice to choose: parsley o culantro, guandules, fungi, plant and greek
 Two ceviches to choose: corvina ceviche with green apple, al olio octopus
ceviche, shrimp ceviche mixed ceviche.
 Vegetables to grill
 Bagels with butter
 Drinks: juices, sodas, beer (sovereign, panama, atlas), wine and white wine.
 Desserts: three milk, strawberry and lemonade cheescake.
BUFFET # 2
• Broccoli salad with grapes
 Mixed salad
 Medallions res al green pepper
 Chicken steak with almond cream white
 Corvina steak with garlic
 Two rice to choose: parsley o culantro, guandules, fungi, plant and greek
 Two ceviches to choose: corvina ceviche with green apple, al olio octopus
ceviche, shrimp ceviche mixed ceviche.
 berengena parmesan
 Two pasta to choose: a spaghetti bolognese, a three cheese spaghetti, penne a
la carbonara
 bagels with butter
 Drinks: juices, sodas, beer (soberana, panama, atlas), red and white wine.
 Desserts: three milk, strawberry and lemonade cheescake, chocolate truffles.

35.
PACKAGES BASED ORGANIZATION
PACKAGES # 1
“Organization and complete coordination of your wedding”
This package is ideal for couples who are starting with preparations for her
wedding and have hired almost no service. (From one year to months before the
wedding)
Before the wedding:
 Design and create complete wedding
 Personalized service with boyfriends
 Help in finding suppliers
 Procedures religious ceremony and civil
 Help with quote
 Partnerships with suppliers
 Confirmation guest
During the wedding:
 Complete coordination of the wedding day
 Hosting providers deliver the wedding day
 Organization religious ceremony and civil
 count bottles
 Logistics and monitor mounts
 Personalized service with guests
 Cast memories
Package # 2
”Monitoring and coordination of your wedding day”
This package is ideal for the couple who already have most of its contracted
services for the wedding but lack some, as well as organizing and coordinating
the day of the event. (Months before the wedding)
Before the wedding:
 Confirmation and follow up with suppliers
 Monitoring of religious and civil proceedings
During the wedding:
 Complete coordination of the wedding day
 Hosting providers deliver the wedding day

36.
 Organization religious ceremony and civil
 count bottles
 Logistics and monitor mounts
 Personalized service with guests
 Cast memories
Package # 3
“Coordination of your wedding day”
This package is ideal for the couple who already have all hired for their wedding
day, but want the coordination of day.
Before the wedding:
 1 Travel and meeting with the couple to define spaces and event logistics
 Delivery of documents to suppliers
During the wedding:
 Complete coordination of the wedding day
 Delivery of providers deliver the wedding day
 Organization religious ceremony and civil
 Count bottles
 Logistics and monitor mounts
 Personalized attention with guests
 Distribution of memories

37.
Forms
Form of first contact with our clients

38.
Our contract with our clients

39.
Municipal permits
Municipal permits
According to the Alcadía de Panamá these are some of the permissions we
need for our business

40.
Software for event
organization
Software for event organization
We have chosen this software because it is user friendly and best suited to our
needs.

41.
Advertising
Advertising
Mundo Social Magazine

42.
Lobby Magazine
Mujer Magazine

43.
Mia Magazine
Ellas Magazine

44.
Social media
Social Media

45.
Our Instagram page:
Our Facebook page:

46.
Our TwitterPage
Our WebPage:

47.
Our publicationinInEventos.com
Our publicationinPaginasamarillas.com.pa

48.
Financial
information
Financial Information

49.
Line of Credit with Banco General de Panamá
 Lines of Credit No-Rotary: allows you to request an amount of money that
will be paid either in full or partially through an agreed time. With each
payment to your line, availability of credit is reduced by that amount
Uses of Line of Credit
 Bridging changes in inventory
 Avail discounts offered by their suppliers
 Experiencing sudden cash needs
 Finance projects and contracts
Forms of payment of Line of Credit for Legal Person

50.
Pago capital al vencimiento
Cuotasmensuales

51.
Where we like to
take our business?
Where we like to take our business?
These are some of the goals in short, medium and long term we have planned
for our business:
 We want to be the first choice for our customers when conducting their
events.
 Be considered the best event management company of Panama.

52.
 Expand our team and have a greater number of specialists in different
areas related to the organization of events.
 Add to our company, in addition to organizing events, a catering service;
which offer quality food and beverages.

53.
Annex
Annex
Our Location:

54.
Map of our address
Our office:
Main facade
Main entrance
Inside the looby
Stairsto 2nd
floor
Office
Meeting
room
Our Car

55.
Toyota YarisAdvance