NBTD's Business Scope

        NBTD organizes events for just about anyone who has time to spare and who opts to use that free time more optimally, enjoying life, rather than slumping over a couch. Hence, the aptly adopted company's motto, 'When life comes full circle'.

        For the past 4 years, NBTD has been managing corporate events, alongside their earlier clientèle pool of private party-goers. Previously, NBTD was focused on targeting only the clubbing crowd of Singapore but soon realized that it was a very niche market that provided a lot of competition and a relatively un-diversified earnings base. Therefore, NBTD sought to expand its business line by expanding its clientèle pool, catering to the non-clubbing segment of party-goers as well.

        Recently this year, NBTD has started a new dynamic 'Models in Fashion' project, with a monthly GlamourUs feature on hooked, which is a collaborative effort between NBTD, local fashion labels, clubs and models.

        Runway shows highlighting the designs of our local fashion houses are organized in clubs. This venture has grown in scale relatively quickly, as NBTD has expanded its stable of models to over 40 models over the short span of 5 months.

        There is a lot of synergy between their various clients - the fashions labels are able to market their creations to a larger pool pf potential clientèle, the clubs are assured of being able to draw in huge crowds during these events and the models gain exposure in the fashion industry. There is a reasonably equitable gain for all parties involved. And of course, the runway shows provide an additional excuse for us merrymakers in NUS to go clubbing.

Essential Ingredients for Party Planning

        The most important element of effective party planning is a clear understanding of the needs of the client/originator of the event. After all, NBTD is a player in the service industry and good business sense dictates that the company cannot say 'No' to its client's desires.

        The key ingredient is then to distinguish between what the client needs and what the client wants. It is often the case that the two issues are not equivalent. Once the basic requirements are in place, delivery of the plan follows.

        A good party needs to deliver. NBTD has in-house companies like NBTD Design, NBTD Studio, NBTD Club, NBTD DJ, NBTD Love and NBTD Models that provide the materials necessary for the event to be a success without reliance on external support.

        Trust in NBTD is essential for big clients like OUB or Singapore Customs before they commit to hand their annual corporate functions over to NBTD. With a reach extending to over 150,000 party-goers, it's no wonder NBTD events are often full house.

NBTD's Best Party Thus Far

        The Runway 2 - Ice Lemon Tee @ Butter Factory, as part of the 'Models in Fashion' project is a highlight that Kevin still distinctly remembers.

        Butter Factory was bursting to its seams with more than 300 patrons in attendance for the event. Most of the attendees also gave rave reviews for the fashion label. It was a true credit to the quality of work put in by Kevin and his team when attendees of the party got blown away, which was the desired outcome in the first place.

NBTD's Worst Party Thus Far

        Going into this question, Hooked expected not to get a straight answer from NBTD and we were definitely not far off from our expectations. They didn't quite divulge the worst party but they did confess that Tuesdays were terrible days for their events.

        The size of the crowd is very dismal on Tuesdays, falling under a hundred in magnitude. Most party-goers tend to post-pone partying to Ladies Night, which occurs later in the week.

Challenges to Surmount in the Business

        Re-invention is the buzz word for NBTD.

        It is important for them to keep studying their rivals to preempt their actions and stay ahead of the pack. They are preoccupied with continuously re-inventing themselves, providing fresh new ideas to their clients and never becoming complacent. This mantra is not a mere company philosophy that is engraved on a plaque somewhere but it has been exercised by NBTD.

        At some of the fashion events organized for the 'Models in Fashion' project, Kevin and his gang noticed that non-clubbers were not really interested in lingering in the clubs after the runway shows had ended. Kevin's team innovatively tested out the concept of song dedications as a post-runway show segment of the event. Sure enough, more people chose to remain in the clubs after the runway shows for the song dedication segment.

        Another policy that NBTD strictly adheres to at their events is that they do not exclusively play a specific genre of music, unlike some clubs that only play trance or R&B music. Instead, they play radio hits - general music that covers all genres and boasts universal appeal. It is these small innovations that keep NBTD ahead of other event management companies. This is especially important in Singapore where the party planning market is highly saturated.

        In this business, there is no easy way out and Kevin ensures that he and his staff are constantly kept on their toes. Public relation is an integral marketing component that can make or break an events management company.

        Kevin makes it a point to attend every event to obtain direct feedback and network with existing as well as prospective clients. Clients of NBTD are assured that their desires are heeded to by a team of highly qualified and competent party planners.