An event gives your launch a date that cannot move. That is helpful, and it is unforgiving. The plan below works backward from the day the doors open.

Work backward from the event

The weeks in this table are an example, not a promise from any manufacturer. Replace them with the times your manufacturer and carrier confirm.

When	What should be done
10 weeks before	Event booked. Product chosen. Quote requested, with the event date stated
8 weeks before	Quote approved. Label design under way
6 weeks before	Label proof approved. Production scheduled
2 weeks before	Product delivered to you, not to the venue. Cartons opened and checked
1 week before	Booth gear packed. Card reader tested. Price signs printed
Event day	Sell, sample if allowed, collect emails
2 days after	Follow up message sent. Reorder decided

The most important line is delivery two weeks early. It leaves room for a late truck or a problem with a carton.

How many units to bring

Estimate from people, not from hope.

Units = people who pass your booth × share who stop × share who buy

A made up example: 2,000 people pass your booth over the weekend. You guess 1 in 10 stop, which is 200. If 1 in 8 of those buys, that is 25 units. Bring a little more than your estimate, and keep the rest of your batch for online orders after the event.

Ask the organizer for last year's attendance, and talk to a vendor who has done the event. Their numbers beat any formula.

Rules to check early

• The vendor packet. Read all of it. Look for insurance requirements, setup times and what you may sell.
• Sampling. Events and local health departments often have rules for handing out food or drink samples. Ask the organizer before you plan a tasting.
• Permits and sales tax. The SBA notes that license and permit requirements depend on your business activity and your location. In California, for example, the state tax agency says people who sell there are generally required to register even when they sell temporarily. Check the rules for the state and city where your event is held.
• What you say at the booth. Signs and sales talk are marketing. The FTC's Health Products Compliance Guidance expects health related claims to be truthful and supported. Give your helpers a short list of what to say and what not to say.

Booth checklist

• Product, plus one jar for display
• A price sign that can be read from six feet away
• A charged card reader, and a backup way to take payment
• A printed QR code that leads to your reorder page
• An email sign up sheet or tablet
• Sample cups, water and a shaker, if sampling is allowed
• A printed copy of the product facts for people who ask
• Bags, business cards and pens
• Tablecloth, tape, scissors, wipes, extension cord and phone charger
• A hand truck for loading in

Ship to yourself first

Have the product delivered to you, not to the venue. Venues often have strict receiving rules, and you want to open the cartons before event day. Do not build your plan around overnight shipping. Faster shipping shortens transit only. It does not shorten production.

After the event

Message new contacts within two days, while they still remember you. Tell them how to order. Count what sold by hour and by product. That count is the most useful input for your next batch.

Planning an event launch with OSM

A small first batch from OSM's white label range can suit an event, once product availability and timing are confirmed. Tell OSM your event date at the start so the quote can address it. OSM confirms production and shipping details with each quote and does not promise an arrival date before then. For a product made to your own formula, see manufacturing and allow more time.

Common questions

How early should I order?

As early as you can. Get production and shipping times confirmed before you pay for a booth you cannot refund.

Should I sell full jars or samples?

Sell full units. Use samples, where they are allowed, to help people decide.

What if the product is late?

Go anyway if you can. Show the label design, collect emails and tell people when ordering will open.