(Final) ManSci-OpsMan Refresher Paper

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De La Salle UniversityCollege 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

[email protected]



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Management Science ± Operations Management Refresher Course Paper

Red Shoe Event Organizer: Blissful Memories come from Seamless Execution

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 companys 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.



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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 companys 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 Teams collaboration in the establishment of the company

is like puzzle pieces falling into place. The Managers 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 Chefs zeal for good food

and wine and a knack for business and; The Fashionistas 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. Its almost a full coordination package except that all negotiations and

meetings will be attended by the couple while Red Shoe Events Organizer will serve

1See Appendix A: Comprehensive List of Package Inclusions



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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 On-

the-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 l ess guests only; Addit ional costs will be pr ovid ed for w edding ev ents with

more

tha

n 200 guests

Reimbursabl e costs are incid ental char ges such as shipping, d eliv er y, suppliers meet ings , et c.,

and other ex penses outsid e the re gul ar it inerar y of the company but the coupl e w ants done.

B. Other Costs and Reimbursable costs



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Reimbursabl e costs are incid ental char ges such as shipping, d eliv er y, suppliers meet ings , et c.,

and other ex penses outsid e the re gul ar it inerar y of the company but the coupl e w ants done.

C. Payment Terms and Schedule for Full Coordination

y Reimbursabl e t o be sett l ed within 2-d a y s a f ter the ev ent

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

Packages

y Reimbursabl e t o be sett l ed within 2-d a y s a f ter the ev ent

III. The Organizations 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:

2 http://stattrek.com/Tables/Poisson.aspx



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The values above just confirmed limitations in expansion thats why the

company has considered diversifying on off-peak seasons to organizing other non-

personal 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, sector-

centered public service & public affairs program dedicated to wide-ranging OFW topics

that include migration, human rights, workers 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 Wedding Preparation Countdown/Checklist

y Budget List

y Church Requirements

y Directory (Entourage, Suppliers, etc.)

y 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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y 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 Consolidate in excel file

y Automate excel file

y Lock to protect equations

y Use upon contract signing with client



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Sample Consolidated List

Sample Feature 1:

y 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.

y Remarks column is provided for other details

Sample Feature 2:



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



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Sample Consolidated List (Guest Monitoring)

Sample Feature 1:

y Drop down choices for easier encoding



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y Auto-population of title, name and last

y Invitation monitoring (which were sent and which werent)

y Mapping if attendees are adult or child for better onsite management (contingency

planning)

y Quick count of invited and who are actually coming

y Quick count of Brides guests and Grooms guests and whether they are adults or

children

y Maps details from previous sheets (i.e. name, attending, bride/groom relations)

y Table number assignment (manual)



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y Can be used for encoding and mapping gifts received onsite

y Monitors thank you cards sent

APPENDIX A: Comprehensive List of Package Inclusions

SECRETARIAT

T he S ecretart iat P ack a ge includ es 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):

V enue (ceremony & rece pt ion)

P hot ogra phers / vid eogra phers **

Flor ist / ev ent st ylist



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Designers / cout ur iers **

I nvitat ions and other pr int mater ial s

C ak e

H air & mak e-up art ist

M usicians / choir / singer (for the ceremony)

Band s / per for mers / d ance instr uct ors / emcee (for rece pt ion)

J ew el er

Gif ts & giv eaw a y s

Br id al car ser vices

V an ser vices 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 Bachelors 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 Bachelors 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 S hoe Ev ents Or ganiz er will choose the best pack a ges t o be off ered t o the coupl e.

T hese are not merely based on cost but on the wor king ca pacit y, pack a ges av ail abl e



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and qualit y of ser vices by suppliers as per ex per ience. Final d ecision will be requested

f r om the client pr ior t o any act ion

Follow-up of schedul e (fitt ing, phot o shoots , food tast ing, ocul ar ins pect ions ) will be

pre pared by Red S hoe , I nc.

P re-sel ect ions of songs f avoured t o be sung and pl a y ed for both chur ch and rece pt ion

will be submitted t o client for their a ppr ov al;

For gowns , caterer's / hotel s color mot if s and st yling, sampl es and sw at ches will be

pr ovid ed first t o the client for a ppr ov al;

I n case of a s pecial flor ist and ev ent st ylist t o guss y up the w edding d a y, wor k sampl es

and cost ing will al so be submitted for a ppr ov al

La yout /Pl an set -up of rece pt ion v enue will be pr oper ly review ed and coor dinated with

hotel/caterer for final a ppr ov al of client ;

ON-THE-DAY

Brides 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:

Flow ers

M isall etes



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Souv enirs

Guest book s

Transport of Wedding accessories & other materials to church & receptions such as

Rings

C oins

Arrhae

Pillow

C or d s

M at ches

V eil

Off er ings , et c.

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

C andl e

Rings

Arrhae

Pillow sM arr ia ge License

Any item/ s that ma y hav e been l e f t 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 Rece pt ion & Re gistrat ion

LinesS eat ing Arrangement

Distr ibut ion of souv enirs and giv eaw a y s

C oor dinate with C a ptain W aiter and Banquet S al es Re presentat iv e



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Arr iv al and usher musicians , entertainers , emcees

M obil e Sy stem and audio-visual presentat ion equipment and set -up

P hot ogra phers' and vid eogra phers' phot o d etail s

V endors for compliance on ser vice / s as a greed upon

Line up br id al/ ent oura ge for entrance mar ch -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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Documents

(Final) ManSci-OpsMan Refresher Paper