For the company deciding what kind of event to run
Event ShapeA handful of target accounts wants a dinner, not a user conference.
Say who the event is for and what this edition has to move. Free in your browser: the goal decided first - reach or a named account list rank the same five shapes in opposite orders - then the shape, the options that drop out, how the program should be sourced, the floor shape, and the sponsor activities that sit beside a conference program. A run writes the shape brief, or the memo to the executive who signs it off. No invented headcounts, city counts or budgets.
1 The goal and what already exists free
2 The shape, worked out free
What the page flags
The ladder - depth on the left, reach on the right
Shape, program, floor
Beside the program - what sponsors buy
3 Shape brief or executive memo metered
Pricing as soon as the session is ready...
Sign inThe reply could not be read. Here it is as it came back:
Axis and candidates
Cut from the menu
Program and floor
Beside the program
What would flip it
Handed on
Gates
Caveats
The page's check of this reply
4 Saved decisions
How it works
Decide what this edition has to move before choosing a shape. If it is volume - many qualified conversations - a roadshow or a user conference earns the most per unit of effort; if it is a short list of named accounts, a dinner or a summit moves them and a big conference does not. The two goals rank the same five shapes in opposite orders, so skipping the question quietly picks the cheapest option. A dinner with nobody specific to invite is just a mixer.
The program follows the same logic: label company slots when practitioners share the stage, and never market an all-company program to people who are not customers yet. For a conference with sponsors, add one activity beside the program for each thing a sponsor segment actually buys - a hiring corner, a demo space, a product feedback session, matchmaking - and never sell a talk slot.