// event_math_101

Event Math 101: The Real Numbers Behind the Booth

Run the honest numbers before you sign the prospectus.

The prospectus gives you cost per attendee. This gives you cost per conversation, projected deals, and the month the show actually pays you back. From the article The Booth Doesn't Owe You Anything by Alec Stanners.

THE INPUTS

Sponsorship / booth cost

All other costs

T&E, hotels, shipping, swag, dinners, and the selling days your reps lose. Be honest, it all rides on top.

Expected attendees

Use last year's actuals if the prospectus will give them to you. If it won't, that's an answer too.

Capture rate

20%

The share of the show your team will genuinely talk to. Not scan. Talk to.

Close rate on those conversations

30%

One-time revenue per deal

Activation, setup, onboarding, hardware. Leave at zero if you don't charge one.

Monthly recurring per deal (MRR)

Average sales cycle

6 mo

Months from show conversation to signed deal. Nothing pays back before this.

Months you're comfortable floating the cost

9 mo

THE MATH

All-in costbooth + everything that rides on top

$28,000

Cost per lead, fantasy versionif you talked to every attendee

$28

Conversations you'll actually haveattendees × your capture rate

200

Real cost per conversationthe number that should decide it

$140

Projected dealsconversations × close rate

One-time revenueactivation and setup fees landing with the deals

New MRRmonthly recurring from this show

$18,000/mo

Payback landssales cycle, one-time fees, then MRR covers the rest

Month 8

VERDICT

This show is a machine.