The event planning industry is often perceived as a world of glitz and glamour, but behind the scenes, it requires a strategic blend of creativity, organization, and resilience. Few understand this better than MAXevent, a company aiming to transform how women transition from established careers to purpose-driven businesses in the event space. Founded by Melissa Cossette, a Certified Professional in Catering and Events (CPCE) with over 20 years of experience, MAXevent combines industry expertise with a mission to empower women entrepreneurs to create impactful businesses aligned with their values and passions.
Before founding MAXevent, Cossette honed her craft by managing events of all sizes and complexities. Her career offered a 360-degree view of the industry, from conceptualizing unique themes to executing flawless experiences. Over time, she observed a growing need for guidance among aspiring event planners. Many were women with a natural talent for organizing and a passion for connection but lacked the formal training or business acumen to build sustainable ventures.
The realization that these women could benefit from targeted mentorship inspired Cossette to create MAXevent. Rather than focusing solely on the technical aspects of event planning, MAXevent adopts a holistic approach, addressing the unique challenges faced by mid-career women venturing into entrepreneurship for the first time.
The events industry has long been accessible to self-starters, but turning a love for planning into a profitable business often proves daunting. Many new entrants face a steep learning curve as they juggle branding, operations, client management, and marketing. Cossette understood these struggles all too well from her own entrepreneurial journey, which involved navigating legal and financial complexities while building her brand from the ground up. Her experiences shaped the MAXevent Business Builder Program, which aims to bridge the gap between passion and profitability. Tailored to mid-career women, the program provides a step-by-step guide to launching and scaling a sustainable event planning business. It combines practical tools, strategic planning frameworks, and community support, offering participants the resources to build businesses that resonate with their clients and stand out in a competitive field.
What sets MAXevent apart is its emphasis on creating purpose-driven businesses. Many women in the program are not just looking to start a business but are seeking a second act that aligns with their personal goals and values. MAXevent’s methodology encourages participants to define their mission, identify their ideal clients, and design events that leave a lasting impact. By focusing on authenticity, the program helps foster long-term relationships with clients and sets a foundation for sustainable growth.
Starting a business can be a lonely journey, but MAXevent ensures its participants are not alone. The program is built around collaboration and mentorship, creating a vibrant community where women share insights, celebrate wins, and support one another through challenges. This sense of belonging is especially valuable for those transitioning from structured corporate environments to the often uncharted waters of entrepreneurship. In addition to the core Business Builder Program, MAXevent is launching new initiatives to deepen its community offerings. The upcoming MAXevent Collective will connect experienced event professionals, creating opportunities for collaboration and client engagement. Meanwhile, the Apprenticeship and Mastery programs aim to help graduates refine their skills and expand their businesses further.
Cossette’s leadership style and commitment to mentorship have earned her accolades within the industry. Recognized as a “Woman to Watch” by Boston Business Women and featured in NEXTonSCENE Media, she is a sought-after voice in event entrepreneurship. She has also spoken at conferences on topics ranging from business growth strategies to building client-centric brands. These achievements reflect her broader mission: to elevate the event planning profession by empowering women to embrace their entrepreneurial potential. By equipping her clients with the tools they need to succeed, Cossette is not just helping them build businesses but also reshaping their lives.
MAXevent’s impact has been observed to grow steadily. The company is preparing to launch its podcast, Eventful Aspirations: Tales of a Second Act Event Entrepreneur, which will feature stories of resilience and reinvention. The podcast seeks to inspire listeners by sharing real-life experiences of women navigating the early stages of their event businesses. Looking to the future, MAXevent is set to introduce programs that cater to seasoned professionals, ensuring they remain at the forefront of the industry. These offerings will further solidify the company’s reputation as a leader in event entrepreneurship, providing opportunities for ongoing learning and collaboration.
At its core, MAXevent is more than a business—it is a movement. By focusing on purpose, community, and empowerment, the company is helping transform how women approach entrepreneurship in the event planning space. For participants, the journey is about more than financial success; it is about creating a lifestyle that reflects their values and allows them to thrive both personally and professionally. As MAXevent continues to evolve, its mission remains steadfast: to help women reimagine their futures, one event at a time. With its innovative programs, supportive community, and commitment to excellence, MAXevent aims to change lives and shape the future of the events industry.
Published by: Josh Tatunay
