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MY ROLE
Founder & Strategist
SERVICES
01
Business Model Development
Defined Hearsight's business model for sustainable growth
02
Branding & Design
Established a cohesive brand identity across ecosystem
03
Event & Content Design
Designed engaging events, experiences, and content
BACKGROUND
Witnessing the growing difficulty of forming genuine connections at events and in daily life, I embarked on a solo project called Hearsight. This platform concept aims to bridge the gap, fostering deeper connections and fostering a stronger sense of community by reimagining the event experience.
Discover
The discovery phase dug deeper than a need for connection-building and personal growth. It explored why events, a common solution, failed to deliver. Surveys and diverse interviews revealed the adult struggle for meaningful connections, particularly in event settings. A market analysis (competitors, trends, growth) provided the groundwork for solutions tackling this core human need.
Co-founding a UX Design community revealed a recurring theme: people yearned for more meaningful connections and personal growth.
This realization sparked my journey to create Hearsight, a platform designed to foster genuine interactions through curated events.
Learning from personal experience
Initial Hypothesis and Goals
The Modern Paradox
Despite the world being hyper-connected through online platforms and offline events, there are many that feel isolated.
Quality over quantity
There is a wider gap between the potential of events to foster connections and the reality of shallow interactions.
Reframe the Event Experience
Transform events into purpose-driven and immersive experiences that nurture connections and reimagine the way participants engage and derive value from gatherings.
Market Analysis & Trends
COMPETITIVE LANDSCAPE
Brand
Services
Pricing
Value Proposition
Reach
Delivery Model
Meetup
Platform for finding and joining local groups based on shared interests
Free - $
Connect with people who share your interests, attend local events and activities
Global
Hybrid
Airbnb Experiences
Curated experiences led by locals
$ - $$$
Unique and immersive experiences in new places, connect with locals
Global
In-person
Eventbrite
Ticketing platform for various events
Free; Ticket prices vary
Wide variety of events, easy ticketing and event promotion
Global
Hybrid
Skillshare
Online platform with creative and development classes
Free;
$-$$
Learn new skills at your own pace from industry experts
Global
Online
Soho House
Private members' club with social spaces, events and work areas
$$$$
Exclusive social and professional events, access to high-end amenities
Local (limited cities)
In-person
Social media platform for sharing photos and video/media
Free
Connect with friends, family, and communities based on varying interests
Global
Online
TARGET MARKET
Female professionals
25-40 years
$60K in US (median income) $120K in SF
Skills & Professional Development
Holistic experiences that foster connection
EVENT TRENDS
Hybrid
Immersive
Sustainability
Personalization
Wellness
Niche
Primary Research Insights
INSIGHTS
JOBS TO BE DONE
56%
High dissatisfaction with existing event structures
Existing event structures do not foster meaningful connections, highlighting a gap between attendee expectations and experiences.
Smaller group events that create an opportunity for deeper engagement
63%
Disconnected and disengaged
Issues such as uninspiring content, surface-level interactions, and lack of relevance hinder meaningful connections at events.
Diverse activities that are a mix of social, creative, and personal development
58%
Barriers to connection
Shallow interactions and lack of commonality leaves people feeling disconnected and uninspired.
Shared interests and backgrounds foster deeper connections and community
THE OPPORTUNITY
How might we build events that foster deeper connections and engagement that inspire and support personal growth?
Define
Leveraging insights from the Discover phase, I defined the solution through ideation in the Define stage. Evaluating various concepts and business models, I landed on hybrid workshops and gatherings as the most strategic solution.
Ideation
Themed Immersive Experience Retreats
Multi-day, in-person deep dives into chosen themes with interactive workshops, engaging activities, and social interaction time to build connections with like-minded individuals and foster community.
Hybrid Workshops & Intentional Gatherings
Online and in-person workshops and guided discussions around topics in creativity, professional development, and personal growth.
Skill-Sharing & Mentorship Circles
Online communities where members with similar interests share practical skills and knowledge. Participants can also mentor each other, providing guidance, feedback, and support in eachother's growth.
Why is Workshops & Gatherings the path forward?
Feature
Themed Retreats
Workshops & Gatherings
Skill-Sharing Circles
Participants enjoy immersive, flexible, and affordable events, while the business thrives with a scalable model that fosters connection.
Content Variety
Diverse sessions cater to different learning styles
Offers a wider range of events (in-person & virtual)
Limited to discussions and goal setting within circles
Community Building
Dedicated time and space for interaction
Offers engaging workshops and discussions
Ongoing support and interaction within circles
Cost & Afforadability
High cost due to location, duration, and activities
Pay-per event offers flexible, lower pricing
Can be offered at various price points
Scalability
Requires significant resources
Scales with additional event partnerships
Relies on mentor/host availability
Customization
Limited customization (themes predetermined)
Allows for flexibility in choosing across themes
Based on circle member interests and goals
Flexibility
Predetermined dates and themes far in advance
Choose based on interest and schedule
Less flexibility because of 1-on-1 structure
Hybrid
In-person only
Hybrid
Online
Develop
Leveraging the insights and direction established, the Develop stage translates Hearsight's potential into a tangible offering. I focused on crafting a robust business model and plan, developing engaging event formats and content, establishing a distinct brand identity, and designing a user-friendly website. These elements solidify Hearsight's foundation and pave the way for a successful launch.
Business Model - The Golden Triangle
Customer Segment
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Individuals seeking creative experiences and self-improvement
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Businesses interested in community development or experiential marketing
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Artists, creators, and businesses interested in self-promotion and marketing
Value Proposition
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Unique and enriching experiences through intentional gatherings
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Access to a community fostering creativity, self-improvement, and meaningful connections
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Revenue Streams
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Ticket sales for events
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Potential subscription model for premium content or exclusive events
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Journey & Experience Map
Branding: Warm, Approachable, & Creative
Creating a branding solution that cultivates a welcoming and supportive space for female professionals, fostering connections and growth within a dynamic learning community.
BRAND CORE ELEMENTS
Colors
Soft Neutrals: The foundation of the palette evoking a sense of trust, stability, and professionalism.
Pops of color: Injecting energy and inspiration reflects on the target audience's aim to connect creatively.
Typography
Clear & Readable: Brandon Grotesque ensures accessibility and friendly professionalism.
Fun & Welcoming: PP2 Mackinac Pro adds personality, reflecting Hearsight's creative community.
Imagery
Diverse & Inclusive: Stock photos showcase diverse women engaged in learning and connecting.
Warm & Inviting: Creating a sense of approachability and openness.
SOCIAL MEDIA INTEGRATION
Deliver
The Deliver stage brings Hearsight to life! I launched the core digital ecosystem: a user-friendly website as the central hub, a downloadable guide empowering users to host themed gatherings, and a quarterly digital journal fostering audience engagement beyond events.
The Digital Ecosystem
Hearsight Journal
Digital journal focused on a quarterly theme with expert interviews, community stories, and more
Table Talk
Digital guide for hosting a themed gathering with resources, inspiration, and printable assets
The Hub
Hearsight's website connects female professionals fostering a welcoming space for learning and community.
Reflect
Hearsight wasn't without its bumps - securing sponsorships and audience engagement proved tougher than expected. These challenges pushed me to build resilience and prioritize community building before business goals. However, launching the website, crafting a brand that resonates, and sparking conversations with potential partners were personal victories that solidified Hearsight's potential and my own growth.
CHALLENGES
01 Partnership development
Securing sponsored venues through partnerships proved difficult, necessitating alternative approaches.
02 Engagement and adoption
Limited initial reach challenged user engagement, emphasizing the need for broader outreach strategies.
SUCCESSES
01 Comprehensive branding
Thorough brand research fostered a strong and cohesive brand identity.
02 Strategic solution groundwork
The project established a solution to the challenge of fostering meaningful connection.
Next steps
Marketing Strategy & Growth
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Develop marketing strategy.
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Conduct deeper research.
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Build social media and site community.
Resources & Partnerships
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Refine sponsorship strategy.
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Expand partnership network.
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Forge strategic alliances.
Content & User Engagement
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Develop engaging content.
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Implement user acquisition strategies.
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Track metrics and gather feedback.
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