Associations often propose a new conference with a good idea but a thin case: no objective, one venue and a budget that leaves out insurance or contingency. This document makes the case in order: why now, what happens each day, who will attend, where income comes from, what it costs and how a pilot compared with its budget.

The sample follows Saltmarsh Collective, a fictional association proposing a two-day event for 420 delegates on 14 and 15 October 2027. It shows a £160,000 income target, £112,200 of costs with 10% contingency, break-even at 70% and a decision date. Replace the objective, programme, survey results and every figure with your own.