The business case for Webstock
A number of people have approached us recently about help in putting together a business case for them to attend Webstock in February.
Here’s our thoughts.
1) Webstock is an unparalleled training opportunity
Studies have shown clear links between workplace happiness and training. Some of the happiest workers are those who feel they have a lot of opportunities for professional development. Investing in training makes workers feel appreciated and, consequently, more loyal.
Webstock offers New Zealand’s best training for the web industry. There are no other conferences here specifically for the web industry and there are few other opportunities for in-depth workshops such as Webstock brings.
More than most, the web is an industry where training pays dividends: new products, new services, new standards and new players are emerging constantly. Knowing what’s important, and how and when it can be used, is vital and Webstock is a unique opportunity to hear the latest thinking, informed debate, and thorough analysis of the changing face of web.
And because Webstock is a New Zealand event, you don’t need to travel overseas to access the training you need – it’s right here in your own back yard.
2) You’ll be better at your job
Webstock will enable you to do your job better. You’ll have skills, techniques and ideas you didn’t have before. We cover all aspects of the web industry – developers, designers, information architects, user experience, project managers, business owners – and expose you to some of the world’s best in each of these fields.
Webstock is also a rounded experience. At Webstock 09, you’ll be exposed to diverse topics, ranging from Open platforms to online communities; AJAX for Accessibility to Agile development; designing for the social web to data mining. This diversity will allow you to examine what you do from many different angles and objectively evaluate the pros and cons of various web strategies, processes and technologies. It will help you make decisions that are right for your organisation.
In addition, the pre-conference workshops are an unmatched opportunity to learn in a practical, hands-on manner from the best of the best. They’ll give you the latest need-to-know info and help you validate the current direction of your web projects and avoid common pitfalls along the way. You’ll receive objective, reliable information that you can use to plan your website or application evolution.
3) The speakers are some of the best in the world
You’ll hear from respected thought leaders and experts in the field whom you can reference throughout the year. They will answer your questions about technological capabilities, system features/functions, business/economic models and life-cycle costs.
These are not people pontificating and theorising. These are not only people who’ve “walked the walkâ€; they’re the people who’ve built the path. All Webstock speakers are encouraged to be available throughout the conference and we’ve many stories of attendees who’ve gained a lot from chatting with one of the speakers during a break.
The speakers are also great presenters. At a conference, it’s not enough to be expert in your field, you also need to be able to present clearly, forcefully and memorably.
4) You’ll come back better networked
Let’s face it, it’s not always what you know, it’s who you know. And this works at every level – from being able to ask someone about a tricky CSS problem you have, to knowing who to talk to when you’re looking for a development partner, to sharing a coffee with someone who could be commissioning the next website you build. Conferences are about community and networking. People from all levels of the NZ web industry – public and private sector, large and small – attend Webstock. It’s the event for the web industry in New Zealand, and one that you and your organisation can’t afford not to be seen at.
5) You’ll come back inspired
Remember why you got into this industry? Remember the last time you were genuinely excited about building websites and applications? Congratulations if you do, but like many of us, you’re probably struggling with the day-to-day grind of any job.
Webstock is not just another conference. It’s an experience. It’s a chance to recharge, to rediscover your inspiration and to take time thinking about the big picture. It’s not a holiday – you’ll be challenged and stimulated at every step – but the positive effect on you may be the same.
6) Webstock is run by people who care
It’s a conference run by webbies for webbies. We’re committed to fostering excellence and building a vibrant, super-smart web community in New Zealand.
Your time is respected: Webstock is focused, presenting top notch speakers and forward-thinking, relevant and reliable information that will help you make the best possible decision for your network, your company and your career.
Webstock is not another corporate conference preoccupied with making money.
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We’ve decided to do this as a blog post because we’re really interested in getting your comments on what the benefits of Webstock are, and what should be in a business case to attend. Please let us, and others, know what you think. Or what’s worked for you in terms of writing a business case. There’s an opportunity here to get some really useful stuff that could be of use to many others.
I think this is a great post. I’d just like to extend what’s said about coming back inspired. I was in NZ for last year’s webstock and now back in London’s web community. Webstock was the most inspiring event I’ve been to – great speakers, great people, great ‘part of it’ atmosphere. You WILL come back more inspired about the industry, your future and NZ’s role in that.
Now, I need a business case for flights from UK?!
Superb idea to put it out there.
My view, as a “business case” it felt a little wooly, maybe a touch light … you know what I mean?
For instance, “3) The speakers are some of the best in the world” – maybe give some examples of where else they’ve talked and the feedback they got.
You could also then pop in how much it would’ve cost to go and see that person in, say, the USA and then how much it costs to see everyone in NZ – I assume it’s squillions cheaper 🙂
Hope that helps
Can I just print this out and hand it to my boss?
@Jon – thanks Jon. And would be great to have you here again!
@Mike – yes, good point. Please add an example of what might seem less “woolly” if you have time. Would be good to see what wording you use.
Re examples of speakers etc – hard to do that for each one. But if anyone wants information on a specific speaker to help with a business case, let us know and I’m sure we can help.
@Hadyn – yes! That’s the point. Plus, in a sense trying to “crowd-source” a good business case, so that others can pick and choose from this as appropriate.
It’s also about tailoring your business case to your particular job, and your manager. I doubt that one business case will suit everyone.
If your job is quite hands-on, then pointing out the benefits you would get from specific workshops and the skills / experience of specific speakers as they relate to your job would be quite beneficial.
Also pointing out the direct benefits of networking – that you meet a group of people with similar jobs/interests… and those people help you when you need it! How many times, for instance, have I put a question out on twitter, and within two or three minutes have the answer to my question from one or more people! Not that you want to abuse that, but when you really need it, people are there, and so is the good will.
If your job is more managerial or advisory, then you won’t get a better selection of “big picture”, visionary, future-thinking speakers than at Webstock.
Bosses want to know how spending $1k now will lead to more profit or greater efficiency in the future. You make the classic marketing mistake of focusing on your product and not on the customer. “Customers want solutions, not products” is a cliche, but only because it’s true. So, for example, in point 1 you start off talking about yourself but the real message is the buried “the web is an industry where training pays dividends: new products, new services, new standards and new players are emerging constantly. Knowing what’s important, and how and when it can be used, is vital”.
The questions you have to answer are:
* why train my web workers?
* why a conference instead of something cheaper?
* why these courses/sessions?
Why train? Because the half-life of knowledge is ridiculously short on the web, because new best practices emerge every year, and because you don’t want your staff churning out web sites that are the Ladas of the web, do you? Your staff need to know about new technologies, new tools, new ways of thinking, so they can build better web sites faster. Do you think you can survive a recession by falling ever-further behind the technology curve? No, a harsh market means you really have to be able to squeeze more from less and training is the best way to get more from your existing people. Some people are worried about investing in their people and then having them leave. What if you don’t train them and they stay?
Why a conference? Because it’s an aggregator: Webstock brings the best people into one location. If you were to pay for your staff to learn all they’ll learn at Webstock, you’d be paying many times more. Webstock’s history means the talent of the presenters is proven, you’re not taking a punt on an unknown consultant. The chance to get up-close and personal with speakers in workshops and breaks makes for faster, better, more complete, and more personalised learning than you could ever hope to get just from reading a book. Would you rather learn to drive by e-mail or with someone in the passenger’s seat? Webstock gives you the best copilots in the world.
Why these particular workshops? This varies for each workshop, but the descriptions should all be tied back to the skills and knowledge that attendees will be able to take back to their workplaces. For example, in Michael Lopp’s tutorial you will learn the essential technologies for getting the most from the people who work for you–you’ll learn how to avoid common problems, make your staff more productive, increase retention, and lower everyone’s stress levels. It’s a no-brainer, it’s $300 that repays itself the first time you *don’t* have to go to a recruiter to find a replacement for someone who left because you *didn’t* take this course.
I hope this helps. I have done much marketing in my time, a lot of it on conferences. I’m available to help if you need more. My hourly rates are hair-raising but worth it 🙂
@deb – Agree that there is no one business case for all.
The networking angle is interesting. For so many people, it can be the best return they get from a conference. Because there are so many from the industry “aggregated” (in Nat’s term) in the one place, the chances of talking with the right person you need to: solve a problem, hire, partner with, work for, is that much greater. But it’s not something that can be promised as a return.
Still, I think an argument along the lines of, “No where else in New Zealand offers the same chances to meet people in the industry who can help me/us” is one that could bear fruit.
@admin – “it’s not something that can be promised as a return.” No, but the opportunity can be promised. We’ve brought the best and the brightest and you WILL have the opportunity to network if you have balls enough to seize it.
“Webstock: we bring the superstars, you bring the balls.”
I like it!
I think Nat has summed it up very well – answer the “What’s in it for me?” question.
There’s also another angle of the actual attendees. Whilst the manager gets to sign off on the spend (that’s what we’re all after here, isn’t it?) the attendee needs to have a burning desire to go – how many courses have we all been “sent on” because the manager signed off on the spend without asking if it’s actually ususeful.
All probably similar arguments, just a different approach to the “What’s in it for me?”
e.g., taking Nat’s line of “If you were to pay for your staff to learn all they’ll learn at Webstock, you’d be paying many times more.” could re-framed, “What cost of missing being at the ONE place where you can have all your peers PLUS world experts willing, able and committed to solving your pain?”
And if the (potential) attendees are chomping at the bit they can act as your internal sales people 🙂
This is definitely a must for web weavers.