MICE Operations

What MICE Operations does

MICE Operations B.V. is a privately held Dutch SaaS company founded in 2014 and headquartered in Breda, Netherlands, that builds a cloud-based, multi-tenant event management platform for the hospitality industry. The platform targets event venues, restaurants, caterers, hotels, and meeting centers across Europe, with website localization in five languages (English, Dutch, French, German, Danish) and an ISO 27001-certified, GDPR-compliant infrastructure. Its core product set comprises six modules — an Online RFP Tool, interactive Proposal Software, Event Planning Software, CRM & Tasks, Messages, and Invoicing — supported by add-on modules including an Event Dashboard, Automated Documents, Cockpit multi-account management, Workflows, Products & Packages, Rooms & Capacity, Narrowcasting, and a Customer Portal. Technical differentiators include role-based access control, real-time document synchronization across a single event record, a branded embeddable RFP widget, and pre-built integrations with Formitable (table reservations), POS systems, and a forthcoming PMS integration. The business model is recurring SaaS subscription, quote-based on the number of accounts, modules, and organization size, with a self-serve 14-day free trial (no credit card) for SMB acquisition and a sales-led motion for multi-account and collective customers such as Meetables (23 venues) and SUPPER (4 accounts). The company reports more than 3,000 daily active users and a 10+ year operating history, with a 1-10 employee headcount and no disclosed external funding.

Name

MICE Operations

Legal name

MICE Operations B.V.

Website

https://miceoperations.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

MICE Operations provides a cloud-based SaaS event management platform for European hospitality businesses, combining online RFP capture, interactive digital proposals, automated invoicing, and event planning into one integrated, role-based system.

Ownership category

akta.pro rank

Product category

Event Management Software

NAICS

Convention and Trade Show Organizers (561920)

SIC

Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Integration & Managed Services for Hybrid Events (Platform Integrations, Ops, Support) (THAHAOAO)

Keywords

• Event management software
• Venue management software
• Proposal software
• Hospitality management software
• Event planning software

Headquarters

HQ city

Breda

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. SaaS Subscription: MICE Operations generates revenue through recurring SaaS subscription fees. Customers access the platform on a per-account basis with a 14-day free trial available for self-service sign-up. Pricing is quote-based and varies by the number of accounts, modules, and features selected. Annual and multi-year billing options are available.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

MICE Operations provides a cloud-based SaaS event management platform for event venues, restaurants, caterers, hotels, meeting centers, and wedding venues. The platform integrates online RFP inquiry capture, interactive digital proposals with photos/videos, event planning and capacity management, automated document generation (quotes, kitchen lists, run sheets, invoices), CRM for clients and suppliers, and centralized team communication. A multi-account Cockpit structure enables multi-venue hospitality groups to manage several properties from a single central account while maintaining data separation.

Product overview

MICE Operations is a cloud-based all-in-one event management platform for event venues, restaurants, hotels, caterers, and hospitality businesses. The platform centers on six core products: Online RFP Tool (website inquiry capture), Proposal Software (interactive digital quotes), Invoicing Software (event billing), Event Planning Software (overview and scheduling), CRM & Tasks (client and supplier management), and Messages (event-linked communication). These core modules integrate with additional tools including the Event Dashboard (centralized overview), Automated Documents (auto-generated quotes/worklists/invoices), Cockpit Account (multi-location management), Tasks, Reports, Workflows, Products & Packages, Rooms & Capacity, Narrowcasting, Online Planning Board, Notifications, User Roles, Customer Portal, and Marketing. The platform is designed to automate administrative tasks from initial inquiry through event delivery, enabling digital proposals with photos and videos, real-time document synchronization across teams, and connected invoicing—positioned as the operational backbone for hospitality businesses with over 10 years of operation and 3,000 daily users across Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Online RFP Tool

Quantifiable outcome

• Conversion rate increased from 35% to 64% after implementing the online RFP tool on the website
• +5 more outcomes

Named customers22 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature11 records

Partnerships

Three partnerships are on record, tiered core and minor.

• BEER N TEA B.V.coreTechnology or IntegrationBEER N TEA B.V. is the company responsible for managing and hosting MICE Operations' websites (www.miceoperations.com, app.miceoperations.com, and jobs.miceoperations.com), as stated in MICE Operations' privacy statement. Both companies share the same registered address at Saksen Weimarplein 6 in Breda, suggesting a closely aligned operational relationship.
• FormitablecoreTechnology or IntegrationFormitable is a table reservation system integrated with MICE Operations. When a group books a meeting room in MICE and also wants a restaurant table, the Formitable integration automatically reserves the table. Additionally, POS (point-of-sale) data from the restaurant flows directly into MICE invoices, enabling automatic invoice generation for groups that add extras during their event. MICE collaborated with The Links Valley customer to co-develop the Formitable integration.
• 12GatherminorChannel Partner/ Reseller/ Distributor12Gather is a meeting venue in Ankeveen that joined the Meetables collective in June 2022 and uses MICE Operations as its event management platform. As a member of the Meetables network, 12Gather benefits from the collective's shared MICE implementation and onboarding support provided by Meetables and MICE Operations.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Tripleseat: US-based event management SaaS for restaurants, hotels, and unique venues covering proposals, event planning, CRM, and lead management. Most direct international analog to MICE Operations' vertical event-venue focus.
• Caterease: Catering-specific event management software offering proposals, BEOs, kitchen lists, and invoicing for off-premise and in-house caterers — directly comparable to MICE Operations' catering workflow features.
• Total Party Planner: Catering and event planning software for hospitality businesses with proposals, contracts, kitchen production sheets, and invoicing. Comparable in catering workflow depth and SMB/mid-market customer profile.
• Gather: Restaurant event management platform for private dining, banquets, and catering, integrating proposals, floor plans, and CRM. Direct overlap with MICE Operations' restaurant and catering customer segments.
• Social Tables: Event diagramming, seating, and management software for venues and planners (now part of Cvent). Comparable to MICE Operations' rooms-and-capacity planning and venue workflow features.
• Planning Pod: All-in-one event management platform for venues, planners, and event businesses with proposals, timelines, floor plans, and registration — overlapping with MICE Operations' integrated event planning suite.

Emerging players

• Bizzabo: Event experience platform focused on in-person, virtual, and hybrid events with registration, engagement, and analytics. Partial overlap with MICE Operations, particularly on the hybrid/virtual event side and on reporting.
• HoneyBook: Business management platform for event and creative professionals with proposals, contracts, and invoicing. Competes for the same event-prosumer workflow that MICE Operations serves at the smaller end of its market.

Broad incumbents

• Cvent: Large enterprise-focused event management platform covering venue sourcing, registration, and on-site logistics. Overlaps with MICE Operations but is much broader in scope and enterprise-tilted.
• Eventbrite: Consumer and prosumer event ticketing and management platform with broad international reach. Serves many of the same venue/organizer customers as MICE Operations but as a broader, less verticalized suite.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/miceoperations
• LinkedInlinkedin.com/company/mice-operations

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MICE Operations