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Quarter One is Officially in the Books! And You Know What That Means…

Hey there, CEO! It means it’s time to ditch the panic mode and get serious about the data. Because if you’re going to scale a legit wedding business in 2025, you’ve got to stop guessing and start measuring what matters.

Now, before you hit the snooze button thinking this is a boring numbers chat—stick with me. I’m breaking down the three key metrics that I personally track and teach inside the Wedding Pro CEO community. These are the exact numbers that’ll either skyrocket your growth—or quietly sabotage it.

Let’s go!!

1. Projected vs. Actual Sales

“Your sales goals are based on the full package value—not just the retainer.”

This is where it starts, CEO. You’ve got to know how your actual sales stack up against your projected sales for each month—and for the quarter overall.

Why? Because in the wedding industry, we’re often booking events far in advance. That $5,000 package you just sold? The wedding might not happen until next year. But for your sales metrics, you count the full $5,000—not just the retainer.

“So we wanna make sure we understand that sales goals are based on the entire package booked… not the money that hit your account. That’s revenue. We’ll get to that next.”

Here’s what you should be looking at:

• What was your sales goal for January, February, and March?
• What was the actual value of the packages you booked?
• Did you exceed your goals? Fall short? Hit them on the nose?

If you’re up? Celebrate! 🎉

“That’s an entire team effort because you’re only as good as your last wedding.”

But if you’re down—even just a little—it’s time to diagnose the why:

• Were you down on leads? → Check your marketing.
• Were you slow to follow up? → Look at your sales process.
• Are you pricing too high—or too low? → Compare to last year.

And if you really missed the mark?

“I want you to consider re-forecasting the rest of the year. That’s not lowering your standards—it’s being realistic and running a legit business.”

This isn’t about shame. It’s about clarity. Know what’s working. Know what needs a tweak. And get back in the driver’s seat.

2. Projected vs. Actual Revenue

“This is the actual money that hit your bank account.”

Alright, metric number two is where things get real: revenue.

This is not the total value of your booked packages (that’s sales)—this is the cash money that actually came in.

“Revenue means the money that hit your bank account. If you sell a wedding for $5,000, and you take in a $1,500 retainer, that’s the number we’re counting here.”

This number gives you insight into your cash flow—which, as you know, can make or break your business when bills (and payroll) are due.

Here’s how to check it:

• Run a Budget vs. Actual report from your financial software (or ask your bookkeeper!).
• No software yet? Go old school: pull your bank statements and tally up the revenue month by month.
• Compare actual revenue to what you projected for Q1.
  
  

Then ask yourself:

• Were you up or down from your projected revenue?
• Why? Did more clients pay retainers than expected? Did someone cancel a wedding and delay a final payment?

“Being way up and not knowing it—or being way down and not knowing it—are just as bad. You’ve got to know where you stand so you can make smart decisions.”

Bonus Tip: Know Your Down Season

“In Florida, summer is brutal. We store up cash in Q1 and Q2 to get us through the tumbleweed months.”

Every wedding business has a slower season. Do you know yours? Use a strong Q1 to build a cushion so you’re not stressed come July (or whenever your slow season is).

If you’re down and your expenses are based on that original budget… you’ve gotta adjust. Don’t keep spending like your Q1 crushed it, if it didn’t.

On the flip side, if your revenue is up? Consider reinvesting in:

• A new team member
• Upgraded equipment
• That software you’ve been side-eyeing for months

Growth starts with clarity and confidence.

3. Assess Your Staffing

“Do I have the right people in the right seats?”

Let’s talk team.

“This metric has nothing to do with revenue or sales—but everything to do with making sure you don’t burn out.”

By the end of Q1, you likely have a solid idea of how the year’s shaping up. That makes it the perfect time to evaluate your staffing needs.

Ask yourself:

• Do I have enough people to handle the rest of the year?
• Are they in the right roles?
• Do I need to train assistants, second shooters, DJs, roadies, etc.?
• Is anyone ready to step up into a leadership role?

“Now is the time to start hiring and training—not once you’re drowning.”

Avoid the #1 Hiring Mistake:

“The number one killer of teams? Waiting until you’re drowning to hire. Then you have no capacity to train and it all falls apart.”

Think ahead. Look at your fall schedule. If you’ll need help, bring people on now and give them the time to learn your systems before the busy season hits.

Ready to Take Action? Block It On Your Calendar.

“Put an hour on your calendar. Turn your phone on Do Not Disturb. Pull your numbers. Your business deserves this time.”

Here’s your mini checklist:

• ✅ Review actual vs. projected sales
• ✅ Review actual vs. projected revenue
• ✅ Assess staffing needs for the rest of the year

This one hour will literally change how you move through the rest of 2025.

And if you’re reading this thinking, “I want to understand this better, but my brain is doing cartwheels right now…”

I got you.

Join the Wedding Pro CEO Community

You don’t have to do this alone, CEO. In fact, you shouldn’t.

Inside the Wedding Pro CEO program, we break down these exact numbers with our students every single quarter. We help you:

• Create real budgets
• Review your sales and revenue trends
• Build and train your dream team
• Forecast like a legit CEO

“If you’re ready to 2x your revenue and stop drowning in overwhelm, apply to join us. We only accept students we know we can help.”

📝 Apply now at weddingproceo.com/application

Get on a call. Let’s do a gap assessment. And let’s get you scaling smart.

FAQ

What’s the difference between sales and revenue again?

Great question!

• Sales = Total value of the packages you booked
• Revenue = The actual dollars that hit your bank account

What if I’m scared to look at my numbers?

Totally normal—and exactly why you need to look. Once you know where you stand, you can stop operating from fear and start making empowered decisions.

How often should I track these metrics?

At least quarterly, but monthly is ideal. Definitely DO NOT wait until the end of the year to find out you missed your goals.

What if I don’t have a team yet?

Start planning for it now. Even if you’re solo today, knowing when you’ll need help lets you prepare ahead and avoid burnout.

Is Wedding Pro CEO only for planners?

Nope! We work with all types of wedding pros—photographers, DJs, florists, venue owners, you name it. If you’re ready to scale, we’ve got your back.

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💌For business inquiries: sayhello@weddingproceo.com