In developing Benevity's Goodness Matters conference, should the focus be on attracting more attendees or delivering more in-depth content for existing clients?

Introduction

The trade-off we're examining today is whether to focus on attracting more attendees or delivering more in-depth content for existing clients in developing Benevity's Goodness Matters conference. This scenario involves balancing growth with client satisfaction and value delivery. I'll analyze this trade-off by examining the context, stakeholders, metrics, and potential outcomes to provide a strategic recommendation.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm thinking Goodness Matters is Benevity's flagship conference for corporate social responsibility professionals. Could you confirm the current scale and format of the conference?

Why it matters: Helps understand the baseline and growth potential Expected answer: Annual event, 500-1000 attendees, mix of in-person and virtual Impact on approach: Informs capacity constraints and scalability options

• Business Context: Based on Benevity's position in the CSR space, I assume this conference is a key revenue and lead generation event. How does it currently contribute to the company's bottom line?

Why it matters: Aligns decision with business objectives Expected answer: Significant revenue source, major client acquisition channel Impact on approach: Prioritize options that maintain or increase revenue

• User Impact: I'm thinking there might be different segments among attendees. Can you share insights on the breakdown between existing clients and potential new customers?

Why it matters: Helps balance value delivery between segments Expected answer: 70% existing clients, 30% potential new customers Impact on approach: Influences content strategy and marketing focus

• Technical: Considering the potential for more in-depth content, are there any technical limitations in terms of delivering complex presentations or workshops, especially in a virtual setting?

Why it matters: Assesses feasibility of content expansion Expected answer: Some limitations in virtual breakout sessions and networking Impact on approach: May require investment in platform capabilities

• Resource: I'm curious about the team's capacity. Do we have the resources to simultaneously expand attendance and deepen content, or are we constrained?

Why it matters: Determines realistic scope of changes Expected answer: Limited resources, need to prioritize one direction Impact on approach: Forces clear trade-off decision rather than trying both