The event planning industry can be superficial and formulaic. It’s easy to get lost in the slog of events, but for some women, it’s a vivacious career “Second Act”. The events industry’s nationwide customer base is beginning to yearn for celebrations that genuinely reflect their unique stories and values, and it’s an opportunity for these second act women to display their creativity and taste.
Melissa Cossette has encountered many women who are passionate about event planning but lack the confidence to take their skills beyond hosting personal events for friends and family. It sparked the creation of MAXevent, with the goal of bridging the gap between passion and expertise for women starting their Second Act. Melissa has spent over two decades mastering event planning in both industry and art, and through her company, MAXevent, she’s cultivated a way of sharing her tools for growth with others: The Business Builder Academy. As a Certified Professional in Catering and Events (CPCE) by the National Association of Catering and Events (NACE), Melissa has navigated every aspect of event planning. She knows the balance of conceptualizing myriad themes and coordinating complex logistics while maintaining a high standard of on-site execution, ensuring seamless guest experiences. This comprehensive understanding of the industry gives her a 360-degree view of what it takes to create memorable events.
As the world changed with the onset of the pandemic, Melissa began focusing on elevating events from ordinary to extraordinary, addressing industry shortcomings, and adapting to the new challenges. Initially, as the planet faced a global crisis, MAXevent focused on empowering at-home enthusiasts to elevate their personal celebrations. The company grew, and it became evident that many of their students were women in mid-career transitions, hoping to infuse more of their sense of purpose into their work. Melissa quickly shifted her focus towards supporting these women, tailoring the academy’s approach to address their business aspirations. She recognized the unique challenges they faced in trying to start a business in an industry that is both highly competitive and deeply personal.
Starting an event planning business comes with its own set of challenges. Navigating legal and financial complexities, building a brand from scratch, and learning the intricacies of marketing and sales can intimidate passionate and determined individuals. Her comprehensive program is designed to guide aspiring event professionals through the complexities of launching a new business. It equips them with the knowledge, tools, and support they need to differentiate themselves in a competitive industry and connect with clients who value their unique perspectives. The academy’s curriculum covers all aspects of business building, from developing a solid business plan and securing funding to implementing effective marketing and sales strategies—but it wasn’t created to give you a bunch of homework. Emphasizing the importance of self-care and work-life balance, the academy fosters a safe space where women can connect, collaborate, and build businesses from the ground up. It’s an entrepreneurial community experience.
Students start the academy on a personal 90-minute strategy session with Melissa to set their 6-month business development goals. The coaching sessions continue monthly, with additional group mastermind sessions, monthly workshops, industry expert panels, and Q&A opportunities. Melissa will check-in weekly to keep up accountability, and group engagement is daily. A unique addition to the tailored program is the exclusive live and virtual industry networking events where women can connect with successful entrepreneurs and learn directly from them. The MAXevent Business Builder Academy empowers ambitious women.
Melissa’s expertise comes from the Certified Professional in Catering and Events (CPCE) designation, which is recognized as the gold standard for event and catering professionals nationwide. Her work has also earned her recognition in several prestigious platforms. In 2022, she was featured as a Rising Entrepreneur by NEXTonSCENE Media, and in August 2023, she was named a Woman to Watch by Boston Business Women. Melissa has also been a panelist at the Metrowest Conference for Women, where she shared her insights on business growth strategies for entrepreneurs. This year, she took part in The Blox Season 13, and she graduated from The Blox Graduate School Cohort 3 in May. Her achievements have also been featured in prominent publications such as New York Weekly, Influencer Daily, and Vents Magazine.
MAXevent’s business model is thriving, and the future looks bright. By late 2024, the company plans to launch an innovative Apprenticeship program that will offer MAXevent Academy graduates valuable mentorship from seasoned professionals. In 2025, MAXevent will introduce the MAXevent Collaborative, a platform designed to connect experienced planners with clients who are seeking their unique and developed talents. By 2027, MAXevent aims to be a household name, recognized as a go-to resource in the events industry and supporting thousands of ambitious women across the country. If you want to become an event planner, seek out the most committed professional help and contact Melissa.
Melissa remains confident and public facing in business, launching a podcast next month titled “Eventful Aspirations: Tales of a Second Act Event Entrepreneur.” This podcast will feature stories from Second Act Event Entrepreneurs who have started their own businesses and will talk about navigating challenges and celebrating successes. The podcast aims to inspire future entrepreneurs and bring together a community of women who want to uplift the ethos of the events they host. For women going into their “Second Act”, look towards starting a business in the events industry. Business women are fantastic at connecting with clients to exude a specific energy through events because they have the best charisma and enthusiasm to meet the job. Take the next step in your career by starting a business that will uplift a community of women, and get the best foothold from MAXevent’s Business Builder Academy.
