Opening a new business is a good reason to throw a party. A launch event gives locals a reason to walk through your door for the first time. It also gives you something to post about, email about and photograph. Done well, it can turn curious neighbours into your first regular customers.
The catch is that events take more planning than most owners expect. There are permits, insurance, food rules and a guest list to think about. None of it is hard once you know what to check. This guide walks through the main steps for a small start up in Australia.
Decide what the launch is for
Start with one clear goal. You might want sign ups to a mailing list, bookings for the first month or simply a crowd for photos. A goal tells you who to invite and what to measure afterwards. Without one, it is easy to spend money on a nice night that leaves no trace.
Think about the people you most want in the room. For a café it could be nearby office workers and residents. For a business service it could be local owners, referral partners and community groups. Write a short list of the types of guests before you write any invitations.
Pick a format and a venue
Your own premises is usually the best venue. Guests see the shop, studio or office for themselves, and they know where to find you next time. If you trade online or from home, a hired room, a shared workspace or a park can work instead. Each choice changes what approvals you might need.
Keep the format simple. A two hour open house with a short welcome speech suits most small businesses. You could add a demonstration, a free sample or a small prize draw. Shorter events are easier to staff and easier for busy guests to fit in.
If you host at your own premises, get the space ready a day or two ahead. Clear clutter, check that toilets and walkways are spotless and tidy away anything unsafe. Some owners book a commercial office cleaning company for a deep clean before opening night. First impressions count when guests are seeing the place for the first time.
Check council permits early
Holding your launch in a park or other public space usually means booking it through the local council. Councils set their own rules, and these differ across the country. Check your council website for event permit and park booking pages before you lock in a date. Apply early, as approvals can take time.
Even at your own premises, some activities may need extra approval. Live music, amplified sound, marquees and signs on the footpath can each have their own rules. If you plan to serve alcohol, check your state liquor rules as well. A quick call to your council can save a cancelled event.
Sort out insurance
Public liability insurance is a common type of cover for events. The business.gov.au page on types of business insurance says it covers you if someone dies, gets injured or has their property damaged because of your negligence. The same page notes that some states and territories need it for certain occupations. It also says you may need product liability insurance if you make, sell or supply goods.
Councils often set their own minimum level of cover for events. For example, the City of Yarra in Melbourne says events that need an event permit typically need $20 million of public liability cover. It also asks for a certificate of currency showing the insurer, the limit and that the policy is current at the time of the event. Ask your insurer for this document well before the day.
If you hire a venue, read the hire agreement closely. The venue or council may ask you to hold your own cover or to note them on the policy. Talk to an insurer or broker about what your event needs. Rules and council conditions change, so check the current requirements each time.
Plan food and drinks safely
Food is one of the easiest ways to draw a crowd, but it comes with rules. In Victoria, temporary food premises such as stalls apply to their local council through the online FoodTrader portal. The Victorian Department of Health lists businesses giving away or sampling food at an exhibition or trade show stall as examples. Other states run their own systems, so ask your council’s environmental health team what applies.
A simple way to avoid problems is to use a registered caterer. They already handle food safety and can tell you what paperwork they hold. Keep cold food cold, hot food hot and label common allergens. Have plenty of water on hand, especially at an outdoor launch in summer.
Promote the launch
Start promoting two to three weeks out. Post the date on your social channels, put a sign in the window and tell nearby businesses. An email to friends, family and early contacts often brings the first wave of guests. Keep that message short and avoid common email copywriting mistakes such as weak subject lines and cramming too much into one email.
Give people a reason to come. A free sample, an opening discount or a short talk from the owner all work. Ask guests to reply or register so you know numbers for food and space. A simple online form can collect names and contact details, with permission to follow up later.
Not everyone can make it on the night. You could stream part of the event or run a follow up session online. Our guide to using online webinars to promote products and services covers that approach in more detail. It lets people in other suburbs see what you offer without travelling.
On the day
Make a run sheet with times for set up, the welcome, any demonstrations and pack down. Give each helper one clear job, such as greeting, serving or taking photos. Have a sign in sheet or tablet near the door. Keep the welcome speech under five minutes so guests can get back to talking.
Take plenty of photos and short videos, and ask permission before you post pictures of guests. These become your first marketing content. A few good images can fill your website and social feeds for weeks. They also show future customers that real people turned up.
Follow up after the event
The days after the launch matter as much as the night itself. Send a thank you message within a day or two, with photos and any offer you promised. Add new contacts to your list only if they agreed to hear from you. Then check the results against the goal you set at the start.
Post an event recap on your website as a news item or blog post. Mention your suburb and what you sell so locals searching later can find you. Regular local content like this is part of what makes investing in SEO pay off over time. Keep the page up so you can link back to it next year.
Frequently asked questions
How much should a small launch event cost?
There is no set figure, as costs depend on the venue, food and numbers. Many small businesses keep costs down by hosting at their own premises. Set a budget before you plan anything else. Then match the guest list and catering to that budget.
Do I need public liability insurance for a launch event?
It depends on your state, your occupation, the venue and council conditions. Councils and venues often ask for proof of cover before they approve an event. Business.gov.au explains the main types of business insurance. An insurer or broker can tell you what level of cover suits your event.
Can I give away free food without registering?
Not always. Rules on free samples and giveaways vary by state and council. In Victoria, businesses giving away or sampling food from a stall are listed among those who register through FoodTrader. Check with your council’s environmental health team before the event.
When is the best time to hold a launch?
Choose a time that suits your guests rather than you. Early evening on a weekday often suits office workers and other business owners. Weekend mornings can suit families and residents. Avoid clashes with big local events or public holidays.
This article is general information only. Permit, insurance and food rules differ between states and councils and can change, so check with your council and an insurer before you book anything.