How can Forbes improve its live events and conferences to better engage attendees and speakers?

Introduction

Forbes, a renowned media company, is looking to enhance its live events and conferences to better engage attendees and speakers. This improvement initiative is crucial for maintaining Forbes' position as a leader in business media and expanding its influence in the event space. I'll approach this challenge by analyzing key stakeholders, identifying pain points, generating innovative solutions, and proposing metrics to measure success.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking Forbes events cater to a diverse audience. Could you help me understand the primary target audience for these events and their key demographics?

Why it matters: Determines the focus of our improvements and tailors solutions to specific user needs. Expected answer: Business leaders, entrepreneurs, and industry professionals, primarily aged 30-55. Impact on approach: Would prioritize networking features and high-level content if confirmed.

• Considering user behavior, I'm curious about the current engagement levels. What are the main metrics you're using to measure attendee and speaker engagement at Forbes events?

Why it matters: Helps identify areas of improvement and set benchmarks for success. Expected answer: Metrics like session attendance rates, Q&A participation, and post-event survey scores. Impact on approach: Would focus on improving low-scoring areas and enhancing measurement tools if needed.

• Examining the product lifecycle, where would you say Forbes events are currently positioned? Are we looking at mature events needing rejuvenation or newer initiatives requiring growth strategies?

Why it matters: Influences whether we focus on innovation or optimization of existing processes. Expected answer: A mix of established flagship events and newer, growing initiatives. Impact on approach: Would suggest a two-pronged strategy addressing both mature and growing events.

• Considering external factors, how has the rise of virtual and hybrid events impacted Forbes' event strategy? Are we looking to improve in-person experiences, digital offerings, or both?

Why it matters: Determines the scope of improvements and technology integration needed. Expected answer: Focusing on enhancing both in-person and digital experiences for a hybrid model. Impact on approach: Would prioritize solutions that seamlessly blend physical and virtual engagement.