In 2021, Melissa Cossette took decades of experience in the events industry and elevated her business. She wanted to build an extension of herself and her recognition while also helping ambitious women start their own entrepreneurial ventures. Women face specific challenges in the workplace, and Melissa sees the event planning industry in need of some repair and upgrades; she combined these two ideas into one project for her business, and it became the MAXevent Business Builder Academy. This program is a six-month intensive for women who want to start an event planning business, and it’s built around fostering a supportive private community for trade connections and uplifting women’s creative potential.
Launching MAXevent during the height of the COVID-19 pandemic proved challenging to Melissa, despite her immense experience in the industry—large gatherings seeing a full hiatus is certainly no situation an event planner wants to fall into—but she worked on a solution in the meantime. She advanced her thesis on the flaws she saw around the industry, concluding that event planning needed to be more conducive to passionate go-getters and unique creatives. Oftentimes, events get too formulaic. The customers form no connections with the planner and have a fine time; Melissa wants the events she and her students plan to be unforgettable. On the other end of this diagnosis of the event planning industry, she saw a massive group of women around the country who wanted more fulfilling work. They are immensely creative and often bring a fantastic atmosphere to their workplaces, even if the favor isn’t returned. These women deserve more, especially if they want to grow into a career Second Act. Posing the problems, Melissa put her solution into effect.
Melissa has navigated the complex process of starting her own business, so she understands the challenges that new entrepreneurs face—legal and financial hurdles, brand-building, marketing, sales, and more. Melissa’s deep knowledge of the event planning industry is essential in her curriculum. Women in the Business Builder Academy are provided with both one-on-one and group support. They learn how to carve out their own event niche and become an industry authority with the support of women in the group and successful business owners. She offers a 360-degree view of the industry, sharing her knowledge through monthly coaching sessions, group mastermind meetings, workshops, panel discussions, and other online spaces. The academy sets itself apart from any other entrepreneur group because of its strong emphasis on the importance of authenticity and personalization in events. In Melissa’s view, resonating with clients is more important than many of the technical aspects; it’s how you build a dependable client base. She believes that women, in particular, bring unique perspectives to the field, and detail-oriented, creative women are likely to rise to the top of the field.
MAXevent also emphasizes the importance of self-care and work-life balance. Women around the country juggle multiple responsibilities, and they can lose a sense of self if they can’t find time to escape from the tempest of work and family commitments. To address this, the academy fosters a supportive community where women can connect with one another, share experiences, and draw inspiration from each others’ successes. Event planning can and should be fulfilling for everyone who starts their business. Melissa personally runs you a 90 minute coaching session to map out your six month business goals. Her accountability check-ins are weekly, and she does not guilt you for falling behind. Her program is built to uplift all women who work to get their event passion established as a business.
Melissa holds a Certified Professional in Catering and Events (CPCE) designation from the National Association of Catering and Events, the flagship certification in the field. Her insights and advice have been featured in prominent publications such as Vents Magazine, and she’s been recognized as a Rising Entrepreneur by NEXTonSCENE Media and a Woman to Watch by Boston Business Women. At industry conferences such as the 2023 Metrowest Conference for Women, Melissa has been selected to speak to audiences of upcoming entrepreneurs. Additionally, she’s starting up her own podcast.
When MAXevent grows, so does the event planning industry. By the end of this year, Melissa plans to introduce an Apprenticeship program for academy graduates. This innovative program will offer hands-on experience and mentorship, helping graduates build their businesses while continuing to receive support from Melissa and the MAXevent community. In 2025, Melissa aims to launch the MAXevent Collaborative, a platform designed to connect experienced planners with clients seeking unique event solutions. Looking ahead to 2027, her goal is to turn the brand into a household name, transforming the way people across the country celebrate life’s special moments. The MAXevent Business Builder Academy offers a unique opportunity for women to enter the event planning industry with confidence and clarity. If you’re walking into your Second Act, keep your head up and tread confidently with a community of industry superstars.
Published By: Aize Perez
