Too often this stage is either skipped entirely or becomes something very loose and ill-defined. If you don’t map quite clearly what the aims are (think of it as – what does success looks like?) then you will be making key decisions against an unnecessarily vague background. Identify 3-5 required and desired outcomes and as best you can try and wrap some specifics and numbers around these so that you have an opportunity to evaluate the event against these in the aftermath.
Remember that the very nature of an event is that it is multi-stakeholder and therefore try and represent the events goals in that way. So don’t make them entirely from your own perspective as the event creator – employed by the finder. Think also about the wider outcomes the event must deliver to please, or at least appease, other involved parties.