Fulfilment and Direction as an Entrepreneurial Woman

Women in many professional industries find success, but there is often a desire to have a vital “Second Act“. After initial pathfinding and networking victories, the next step can be hard to visualize. Melissa Cossette has spent over two decades mastering the art of event planning, and she wants to share her tools for growth through MAXevent. As a Certified Professional in Catering and Events (NACE), she has been through every aspect of event planning, from conceptualizing unique themes and coordinating complex logistics to managing on-site execution for seamless guest experiences. It’s a 360-degree view of the industry. From the pandemic’s start, she has worked on ways to elevate events from ordinary to extraordinary.

MAXevent saw its genesis with the intent to transform the event planning industry. Melissa witnessed the industry’s growth but noticed a need for more authenticity and personalization in many events. The pandemic highlighted this disconnect, as people yearned for celebrations that truly reflected their unique stories and values. Melissa also encountered many women passionate about event planning but lacking the confidence to take their skills beyond hosting personal events for friends and family. This realization sparked the creation of MAXevent, aiming to bridge the gap between passion and expertise for women starting their Second Act. MAXevent—facing a global crisis—initially focused on empowering at-home enthusiasts to elevate their celebrations. The company grew and it became evident that many of their students were women in mid-career transitions, hoping to infuse more of their sense of purpose into work. Melissa quickly shifted her focus towards supporting these women, tailoring the academy’s approach to address their business aspirations.

Navigating legal and financial complexities, building a brand from scratch, and learning marketing and sales are hiccups that can intimidate someone starting an event planning business. Melissa created the MAXevent Business Builder Academy to get women the confidence to get started as an event planner. This comprehensive program escorts aspiring event professionals through the intricacies of making a new event planning business. It equips them with the knowledge, tools, and support they need to differentiate themselves in the competitive event industry and connect with better clients.

MAXevent remains focused on empowering the planners who create the experiences. By providing passionate individuals with the right tools, knowledge, and support, MAXevent aims to elevate the entire industry, creating more meaningful and impactful events via a people-first focus. A significant part of MAXevent’s mission is to support women who have achieved milestones in their careers but now seek more freedom, flexibility, and the chance to infuse their passions into their work. They are drawn to the event industry for its creative energy and potential to bring joy to others. The MAXevent Business Builder Academy is tailored for these women and builds entrepreneurial enthusiasm. The academy’s curriculum covers all aspects of business building, from developing a business plan and securing funding to marketing and sales strategies. Emphasizing self-care and work-life balance, the academy fosters a safe space where women can connect and collaborate. 

MAXevent is dedicated to transforming the industry positively from the inside out. 

MAXevent prioritizes ensuring that the practical details of planning are consistent with the stories of event hosts. Melissa and her team fight notions that an event is purely aesthetic, choosing instead to consider legacy and ethos with every client. 

Melissa is recognized as a Certified Professional in Catering and Events (CPCE) by the National Association of Catering and Events, a gold standard for event and catering professionals nationwide. In 2022, she was featured as a Rising Entrepreneur by NEXTonSCENE Media and as a Woman to Watch by Boston Business Women in August of 2023. She’s paneled at the Metrowest Conference for Women, speaking on business growth strategies for entrepreneurs. This year, she was a contestant on The Blox Season 13, and she graduated from The Blox Graduate School Cohort 3 in May. She has also been featured in New York Weekly, Influencer Daily, and Vents Magazine.

MAXevent Business Builder Academy focuses uniquely on empowering ambitious women, providing a dedicated support system, building women’s businesses from the ground up, and helping them find passion through entrepreneurship. Melissa will always support established women ready to embark on their entrepreneurial journey, recognizing the differentiated challenges and opportunities they face. The program helps them achieve the desired freedom and flexibility, offering comprehensive support through mentors, advocates, cheerleaders, and confidants.

MAXevent is off to the races regarding Melissa’s business model. By late 2024, the company plans to launch an innovative Apprenticeship program, offering MAXevent Academy graduates valuable mentorship from seasoned professionals. In 2025, expect a MAXevent Collaborative, connecting experienced planners with clients seeking their unique and developed talents. By 2027, MAXevent aims to be a household name, being a go-to in the events industry and supporting thousands of ambitious women nationwide. 

To supplement the business model, Melissa is launching a podcast next month titled “Eventful Aspirations: Tales of a Second Act Event Entrepreneur.” The podcast will feature Second Act Event Entrepreneurs sharing their stories of starting businesses, navigating challenges, and celebrating successes. The podcast aims to inspire future entrepreneurs and create a community of like-minded individuals passionate about bringing standout celebrations. A multifaceted and adroit woman, Melissa Cossette can elevate the status of women entrepreneurs and change the entire industry.