DigitalEasyUnder £500First sale: Weeks

Town What's On Newsletter

Weekly email of events in a town funded by local sponsors

Weekly email of events in a town funded by local sponsors.

Day-to-day work involves curating a list of local events, reaching out to local businesses for sponsorship, and managing subscriber lists. Each week, you will design and send a visually appealing email newsletter, ensuring it provides value to the community while generating revenue through sponsorships.

Now is the perfect time to launch a local events newsletter as people are eager to reconnect post-pandemic. With many towns looking to boost local economies, businesses are keen to advertise, making them more receptive to sponsorship opportunities.

As a founder, you should have a passion for your local community and a knack for marketing. Expect to invest around 10 hours a week initially, balancing curation, outreach, and email marketing as you establish your brand.

In 12-24 months, you could grow your subscriber base to 2,000, with weekly sponsorship revenue exceeding £1,000. This model allows for scalability as you can expand to other towns or add features like event ticketing and premium listings.

Skills you'll need

Editorial
Sales

Monetisation

£100–£500 per sponsor/wk

With a typical sponsorship earning £250 and costs under £100, gross margins can exceed 60%.

Why now

With the increasing focus on supporting local businesses and the rise of digital communication, a hyper-local newsletter meets the growing demand for community engagement. Additionally, the easing of restrictions has led to a surge in events, making this an ideal time to capture audience interest.

Who pays you

Local residents looking for activities and events within their community are the primary audience. Local businesses and event organisers also make up a significant part of the customer base, eager to reach potential customers.

UK market

The UK local events market is estimated to be worth over £1 billion annually, with a growing trend towards digital marketing. Increasing community-focused initiatives further support the demand for local newsletters as a trusted source of information.

Revenue & pricing

Revenue primarily comes from local sponsorships, with businesses paying £100–£500 per week for advertising in the newsletter. As subscriber numbers grow, opportunities for affiliate marketing and premium listings can also be explored.

£100 for a basic listing (name, address, and date of event)
£250 for a featured event with a short description and image
£500 for a headline sponsorship including exclusive promotion and social media shoutouts
£150 for a promotional banner in the email footer for a week

Realistic year one: Expect to earn between £5,000 and £15,000 in revenue during your first year, with profit margins varying based on sponsorship growth and subscriber acquisition. Operating a lean model is crucial in the early stages.

Costs

Startup costs

Website domain£12
Email marketing tool (Mailchimp)£10/month for the first 1000 subscribers
Logo and branding design (Fiverr)£100
Initial marketing materials (flyers, posters)£150
Basic bookkeeping software (Tide or Xero)£12/month

Monthly running costs

Email marketing tool£10
Website hosting£20
Marketing and promotions£50
Bookkeeping software£12

First steps

1Curate weekly
2Build subs
3Sell weekly sponsor

Your first 90 days

First 30 days

Research and compile a list of local events happening in the next month.
Set up your website and email marketing tool, ensuring compliance with GDPR.
Create your first newsletter and launch it to a small test group for feedback.
Reach out to at least 10 local businesses to discuss sponsorship opportunities.
Promote your newsletter on social media and local community boards.

30–90 day milestones

Build your subscriber base to at least 500 residents.
Secure your first 2-3 sponsors and establish a pricing structure.
Launch a referral programme offering incentives for subscribers to share the newsletter.
Evaluate feedback from your audience and tweak content accordingly.
Explore partnerships with local influencers to expand reach.

How to get customers

Social Media

Utilise Facebook and Instagram to promote events and the newsletter.

Local Community Boards

Post flyers and engage on local forums or community centres.

Word of Mouth

Encourage subscribers to share the newsletter with friends and family.

Networking Events

Attend local events to meet potential sponsors and subscribers.

Tools you'll actually use

Tool	Cost	Why
Mailchimp	£10/month	For email marketing and managing subscribers.
Canva	Free or £10/month for Pro	To design attractive newsletters and promotional materials.
Tide	Free business account	For easy banking and bookkeeping.
Xero	£10/month	To keep track of finances and invoices.
Notion	Free	For project management and content planning.

Common mistakes to avoid

Neglecting to segment your subscriber list, leading to irrelevant content.
Failing to follow GDPR regulations, which can result in hefty fines.
Overestimating the initial number of sponsors and underreporting time commitment.
Not engaging with the community, leading to missed opportunities for growth.
Lacking a clear marketing strategy, which can hinder visibility and subscriber growth.

How to scale this

1Initially focus on one town to establish a solid subscriber base.
2Expand to nearby towns once the model is proven successful.
3Consider introducing premium content or exclusive events for subscribers.
4Eventually, hire local freelancers to manage additional newsletters as you scale.

Risks & mitigations

Risk

Low subscriber engagement

Mitigation

Regularly seek feedback and adapt content to meet subscriber interests.

Risk

Difficulty securing sponsors

Mitigation

Diversify sponsorship offerings and approach various local business types.

Risk

Increased competition

Mitigation

Differentiate by offering unique content and exclusive deals.

Risk

Regulatory compliance issues

Mitigation

Stay informed about GDPR and marketing laws, possibly consulting a specialist.

UK legal & compliance

Register your business with HMRC to ensure tax compliance and set up a self-assessment.
Consider obtaining public liability insurance to protect against claims related to events.
Ensure compliance with GDPR by obtaining consent for email marketing and data storage.
Check if any local permits are needed for promotional materials or events.

FAQ

How do I find local events?

Utilise social media, local newspapers, and community websites to gather information.

What if I don't have a large subscriber base?

Start small, offer initial free listings to build your credibility and audience.

How do I ensure GDPR compliance?

Obtain explicit consent from subscribers for email communications and data usage.

Can I do this part-time?

Yes, many founders start part-time while maintaining other jobs.

What if a sponsor pulls out?

Diversify your sponsorship base to reduce reliance on any single sponsor.

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