Hospitality
Events & Catering Suite
Answer every enquiry with a priced proposal in minutes, run flawless event days, and bank every staged payment on time.
A full operating system for independent event planners, wedding and party planners, and catering companies. The economics here are per-event and date-anchored: a client enquires, the owner builds a bespoke quote and BEO, collects a deposit and staged payments, coordinates crew and vendors on the day, then chases the balance. Most owner-operators run that whole cycle on personal email, spreadsheets, group texts, and hand-typed documents, and the margin leaks are predictable: enquiries that go cold before anyone replies, hours lost rebuilding quotes and banquet event orders by hand, prices set on gut feel rather than delivered cost, and staged payments that drift in a business that is intensely seasonal. This suite makes the enquiry-to-proposal-to-booked motion automatic, keeps every document in lock-step with the latest guest count, and turns finished events into corporate accounts, referrals, and off-peak bookings.
A starting configuration to test against the business's actual evidence and operator constraints.
Illustrative failure hypotheses
Questions for the audit to verify
Hours per event rebuilding quotes, proposals, and BEOs by hand, plus the error cost of a wrong guest count or menu line flowing into the kitchen
Pricing on what feels fair instead of true delivered cost, quietly giving away margin on every job
Deposits and balances left to phone tag and personal email, so staged payments land late or not at all in a seasonal cash-flow business
Dead weeks between wedding and holiday peaks with no re-marketing to past clients or the corporate accounts that order monthly
Referrals and anniversary rebookings never asked for, so a one-off wedding or party never compounds into an annual account
Proposed starting point
A pilot hypothesis to review
Designed role · approval required
Quote & Proposal Builder
Turns a qualified enquiry into a costed, menu-alternative proposal grounded in true delivered cost rather than gut feel, and sends it while the lead is still warm.
The audit must validate the evidence, permissions, review boundary, and stop condition before this role enters a pilot scope.
Designed playbook
Proposed work streams and roles
These are configuration ideas to test during an audit. They are not autonomous workers or evidence of a live deployment.
Forma Core
Runs under every suite. The shared operating spine: front desk, follow-up, reputation, owner reporting, cash, and content.
Designed role descriptions ↓Close ↑
Front Desk
Captures and triages every inbound (email, web form, missed call, DM), then replies, classifies, and routes it to the right place.
Follow-Up Engine
Runs persistent, polite multi-touch follow-up on every quote, no-show, and stalled enquiry until it converts or is cleanly closed.
Reputation Engine
Asks happy customers for reviews at the right moment, drafts replies to every review, and routes negative feedback to a human first.
Owner's Digest
Compiles the weekly (and on-demand) operating picture into a plain-English brief: what happened, what's at risk, what needs a decision.
Money Flow
Issues and chases invoices, tracks AR aging, and reconciles payments so nothing slips and cash comes in faster.
Content Engine
Turns the brand kit into a steady cadence of social, email, and blog content, ready for one-click approval.
Enquiry to Booked
Turn every enquiry into a costed proposal within minutes, then into a signed, deposit-backed booking.
Designed role descriptions ↓Close ↑
Quote & Proposal Builder
Turns a qualified enquiry into a costed, menu-alternative proposal grounded in true delivered cost rather than gut feel, and sends it while the lead is still warm.
Tasting & Consultation Scheduler
Books tastings and planning consultations without phone tag, preps the kitchen for each one, and captures menu selections straight into the event record.
Contract & E-Sign Runner
Generates the event contract from the accepted proposal and drives it to signature with the deposit request attached, so a verbal yes becomes a booked date fast.
Money & Milestones
Structure deposits and staged payments so cash arrives on schedule, and keep the price in lock-step with the guest count.
Designed role descriptions ↓Close ↑
Deposit & Payment-Plan Scheduler
Designs the milestone payment schedule for each event (deposit, progress payments, final balance) and issues self-serve payment links so clients pay without a phone call.
Guest-Count & Change Tracker
Captures every guest-count, menu, and timing change, re-prices the event, and re-versions the proposal, BEO, and payment schedule so nothing runs off a stale number.
Event Execution
Turn the signed booking into a flawless event day: one accurate BEO, a confirmed crew, locked vendors, and a menu that is safe for every guest.
Designed role descriptions ↓Close ↑
BEO & Run-Sheet Generator
Produces the banquet event order, kitchen production sheet, and day-of run sheet from the signed booking, so nothing is retyped and no line is wrong.
Event Crew Roster
A proposed role to scope and validate before any pilot use.
Vendor & Rental Coordinator
Books and tracks third parties (rentals, florists, AV, venues, transport) against the event timeline so nothing arrives late, wrong, or not at all.
Dietary & Allergen Sentinel
Collects guest dietary requirements, checks the final menu against every declaration, and makes sure allergen information flows onto the BEO and into the kitchen.
Repeat & Seasonal Revenue
Fill off-peak troughs and turn one-off events into standing corporate accounts, referrals, and anniversary rebookings.
Designed role descriptions ↓Close ↑
Off-Peak Demand Builder
Spots trough weeks in the forward calendar and re-engages past clients and corporate prospects with date-bound offers that fill them.
Corporate & Standing-Order Manager
Converts repeat corporate buyers into standing weekly or monthly catering accounts and keeps every cycle running without re-quoting.
Referral & Rebooking Engine
Turns finished events into referrals and anniversary rebookings, so a one-off wedding or holiday party compounds into next year's revenue.
Measurement design
Candidate measures to baseline
These labels do not claim a result. The audit must define the source, window, method, baseline, and owner before a metric can support a pilot decision.
Enquiry-to-proposal time
A candidate metric; its source and baseline are not yet defined.
Proposal-to-booked conversion
Percentage of proposals that become signed, deposit-backed bookings, the clearest read on quoting quality and follow-through.
Average quoted margin
Margin built into each quote from true delivered cost rather than gut feel, the antidote to pricing yourself into the ground.
Balance collected before event day
Percentage of event value banked before the crew loads the van, the difference between a seasonal cash-flow crunch and a calm one.
BEO errors caught before event day
Guest-count, menu, and timing discrepancies caught in versioned documents instead of discovered in the kitchen.
Off-peak utilisation rate
Booked capacity in trough weeks between wedding and holiday peaks, driven by targeted re-marketing to past clients and corporate accounts.
Repeat and referral share
Percentage of bookings from standing corporate accounts, referrals, and anniversary rebookings rather than cold enquiries.
Connector boundary
Availability is scoped per controlled pilot
Connector names in the internal playbook are planning inputs, not a public integration promise. Current code-live readers are bounded and require account-specific verification before use.
See the commerce pilot boundaries →Audit first
Validate the playbook against your operation.
Pricing, scope, data access, review boundaries, and success measures are agreed in writing before any paid work.
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