Reflecting on the business strategy project for the accounting events business and creation of ‘theGAAP.net’ Brand, I can share that it was an enlightening experience that provided numerous insights into the intricacies of the accounting industry, event engagement and the importance of strategic planning. Key Learnings: Definition of the Project Scope and Timeline: It was imperative to clearly define project scope and timeline. While in the initial phase there was some delay in market research due to the project scope not being very clear, laying out a defined timeline and consulting various stakeholders to receive regular inputs on their needs and expectations helped me successfully set goals and complete the project. Market Research: It was crucial to understand the target audience’s needs and preferences. I designed a pre-event survey on google forms to understand the audience needs, to tailor the events value proposition effectively. Financial Planning: Accurate budgeting and financial forecasting were essential. Understanding the financial feasibility of the business and whether the effort justified the revenue generated formed an important premise in directing event strategy. Marketing Strategies: I explored various marketing channels, including social media and email campaigns, and provided an explanation for the value of A/B testing to determine the most effective methods. Effective Communication: Effective communication and collaboration among various stakeholders were key to success. Providing regular updates on progress, testing hypothesis and gaining feedback allowed me to better understand the project requirements and guide the event strategy Customer Experience: I focused on creating memorable experiences for our clients. This began first by identifying the target audience, understanding their needs, mapping of the customer journey and touchpoints, getting inputs through a pre-event survey and finally creation of a Feedback collection post-event survey in order to understand the participant experiences and do improvements to our event offerings on a regular basis. In conclusion, this project was a comprehensive learning journey that has significantly enhanced my strategic approach towards events planning and effective marketing communication.