In 2021, Melissa Cossette took a deep look at the events industry she had spent decades understanding, and saw many women passionate about event planning but lacking formal training. She wanted to create a space for them to grow, and she wanted to use her business acumen to advance her career, so she founded MAXevent as a dedicated support space for ambitious women. The business saw exclusive problems from launching during the height of the COVID-19 pandemic. Melissa initially focused on empowering at-home enthusiasts to elevate their personal celebrations and developed her people-focused approach as she waited to expand the dormant potential of a business academy. As the company grew, it became evident that many of her students were women in mid-career transitions, seeking a fulfilling “Second Act.” She shifted in focus towards supporting these women, tailoring the academy’s approach to address their unique challenges and daring aspirations.
Melissa applies her own experience when teaching other entrepreneurs. Starting her own business presented numerous challenges—navigating legal and financial complexities, building a brand from scratch, and learning marketing and sales were all part of the process. Because she remained determined, she built a thriving business in the events industry. Many aspiring event entrepreneurs face similar challenges, so she created the MAXevent Business Builder Academy to address the industry need. This comprehensive program guides aspiring event professionals through the intricacies of launching and growing their specialized event planning businesses. The academy equips businesswomen with the knowledge, tools, and support they need to differentiate themselves in the competitive event industry and connect with their ideal clients.
Women often have a desire to have a strong “Second Act” in their careers. After initial pathfinding, the next step is 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 this MAXevent Business Builder Academy. 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. This comes in addition to her Professional in Catering and Events (NACE) certification. For years, she has worked on ways to elevate events from ordinary to extraordinary.
MAXevent intends to transform the event planning industry. Melissa witnessed the industry’s growth but noticed a lack of authenticity and personalization in many events. Aiming to bridge the gap between passion and expertise, her business constantly evolves to be more empowering for aspiring planners to create heartfelt and meaningful celebrations. Melissa focuses on empowering the planners who create the experiences rather than leading without listening. MAXevent can elevate the entire industry, creating more meaningful and impactful events by giving women proper tools to step into an event planning business. Melissa and her team understand the transformative power of events and are dedicated to nurturing a new generation of event professionals who share her level of commitment.
A significant part of MAXevent’s mission is to support women who have already achieved milestones in their careers but now seek more freedom, flexibility, and the chance to infuse their passions into their work. The event industry is enticing to these women for its creative energy and potential to bring joy to others. The MAXevent Business Builder Academy is tailored specifically for businesswomen, providing them with the tools, knowledge, community, and confidence to start their event planning businesses. The academy’s curriculum covers all aspects of business building, from developing a business plan and securing funding to marketing and sales strategies. It also emphasizes self-care and work-life balance, fostering a supportive community where women can connect, collaborate, and find inspiration from each other’s time working. MAXevent has the potential to be a movement that transforms the industry from the inside out. By putting people and their stories before trends, MAXevent ensures that the practical details of planning never overshadow the heart and soul of each event. Melissa and her team believe that celebrations are not just about logistics and décor; and anyone coming out of the academy will have the skill to address the nascent capability for an event to change legacies.
Melissa brings in an all-encompassing portfolio to her events curriculum. She 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 2023. Melissa has also been a panelist at the 2023 Metrowest Conference for Women and a contestant on The Blox Season 13 in February. With features in New York Weekly, Influencer Daily, and Vents Magazine, a community created by Melissa Cossette is an empowering one.
Additionally, Melissa is launching a podcast next month titled “Eventful Aspirations: Tales of a Second Act Event Entrepreneur.” It will feature Second Act Event Entrepreneurs sharing their stories of starting their businesses, navigating challenges, and celebrating successes. The podcast aims to inspire aspiring entrepreneurs and create a network of like-minded and supportive individuals passionate about celebration and making a difference.
MAXevent Business Builder Academy was created to empower ambitious women in many ways. Notably, she teaches achieving a successful work-life balance and building businesses from the ground up to help women find fulfillment, direction, purpose, and passion through entrepreneurship. The program helps them achieve the freedom and flexibility they desire, offering comprehensive support through mentors, advocates, cheerleaders, and confidants.
Melissa has cogent plans for MAXevent. By late 2024, the company will launch an innovative Apprenticeship program, offering MAXevent Academy graduates valuable mentorship from seasoned professionals. In 2025, the MAXevent Collaborative will provide a vibrant community for experienced planners to connect with clients seeking their events talents. By 2027, MAXevent will connect events professionals around the country to level up the industry. Taking her 360 degree view of events, women looking for a flaming hot start to their Second Act now have the proper academy.
Published by: Khy Talara
