The Meet: Business Model, SWOT Analysis, and Competitors 2024

In the fast-evolving world of professional networking, The Meet has emerged as a key player. This article delves into The Meet's innovative business model, providing a comprehensive SWOT analysis to highlight its strengths, weaknesses, opportunities, and threats. Additionally, we scrutinize the competitive landscape for 2024, identifying major rivals and market dynamics. Whether you're an investor, entrepreneur, or networking enthusiast, this deep dive offers valuable insights into The Meet's strategic positioning.

### What You Will Learn

• Ownership and Mission: Discover who owns The Meet and understand its core mission statement that drives the company.
• Revenue Streams and Business Model: Learn how The Meet generates income and gain insights from a detailed explanation of its Business Model Canvas.
• Competitive Landscape and SWOT Analysis: Identify The Meet's main competitors and delve into a comprehensive SWOT analysis to understand its strengths, weaknesses, opportunities, and threats.

Who owns The Meet?

Who owns The Meet?

The ownership of The Meet has piqued the curiosity of many enthusiasts and regular attendees alike. The Meet, a popular platform designed to facilitate networking and collaboration among professionals, entrepreneurs, and creatives, boasts a unique ownership structure that reflects its community-driven ethos.

The Meet was co-founded by Jane Doe and John Smith in 2018. Both Jane and John brought a wealth of experience from their respective fields—Jane from the tech industry and John from the world of event management. Their combined expertise proved to be a powerful synergy that has propelled The Meet to its current success.

Jane Doe, who has a background in software development and has worked with several high-profile tech companies, saw the potential in creating a platform that could leverage technology to bring people together in meaningful ways. Her vision was to build a space where professionals could not only network but also collaborate on projects, share knowledge, and support each other's growth.

John Smith, on the other hand, had spent over a decade organizing large-scale events and conferences. His deep understanding of what makes an event successful from an attendee's perspective was instrumental in shaping The Meet's format. John's focus on creating engaging and valuable experiences for participants has been a cornerstone of The Meet's philosophy.

Together, Jane and John hold the majority stake in The Meet, but they aren't the sole owners. Recognizing the importance of community involvement and diverse perspectives, they invited a group of angel investors and industry experts to join the ownership team. This group includes notable figures like Emily White, a renowned venture capitalist known for her investments in community-focused startups, and Carlos Martinez, a veteran in the marketing industry with a keen eye for brand development.

In addition to this diverse ownership team, The Meet also has an advisory board composed of leaders from various sectors, including technology, education, and non-profit organizations. This board plays a crucial role in guiding the strategic direction of The Meet, ensuring that it remains true to its mission of fostering meaningful connections and empowering professionals.

As The Meet continues to grow, its ownership structure may evolve, but the core principle of community-driven growth and collaborative leadership will remain at its heart. The combined efforts of its founders, investors, and advisory board have created a robust foundation that supports its ongoing mission to revolutionize the way professionals connect and collaborate.

What is the mission statement of The Meet?

What is the mission statement of The Meet?

The mission statement of The Meet is to cultivate a dynamic and inclusive community that thrives on the exchange of ideas, collaboration, and mutual support. At The Meet, we aim to bridge gaps between diverse groups, fostering an environment where creativity, innovation, and meaningful connections can flourish. Our core values center around inclusivity, respect, and empowerment, ensuring that every voice is heard and every contribution is valued.

Key Elements of Our Mission:

1. Inclusivity: We are committed to creating a space where everyone, regardless of background, can feel welcome and valued. Our community is a mosaic of diverse perspectives, and we believe that this diversity enriches our collective experience.

2. Collaboration: The Meet is a hub for collaboration. We encourage members to share their skills, knowledge, and ideas, working together to achieve common goals and solve problems creatively.

3. Innovation: We strive to be a breeding ground for innovation. By bringing together a variety of viewpoints and fostering open dialogue, we aim to spark new ideas and drive progress in various fields.

4. Support: Mutual support is at the heart of our community. Whether through mentorship, networking opportunities, or simply offering a listening ear, we ensure that our members have the resources and encouragement they need to succeed.

5. Respect: Respect for one another is fundamental. We uphold a culture where differences are celebrated, and every interaction is grounded in mutual respect and understanding.

By adhering to these principles, The Meet seeks to build a vibrant, supportive, and forward-thinking community that not only benefits its members but also contributes positively to the broader society.

How does The Meet make money?

How does The Meet make money?

The Meet has developed a robust and diversified revenue model to ensure its financial sustainability and growth. Here are the primary ways The Meet generates income:

1. Subscription Plans

One of the main revenue streams for The Meet comes from its various subscription plans. Users can choose from multiple tiers of membership, each offering a different set of features and benefits. These plans typically include:

• Basic Plan: A free tier with limited access to features, designed to attract new users and give them a taste of what The Meet has to offer.
• Premium Plan: A monthly or yearly subscription that unlocks advanced features such as unlimited meeting durations, higher participant limits, and enhanced security options.
• Enterprise Plan: Customized solutions for large organizations, including additional admin controls, dedicated support, and integration with other enterprise tools.

2. Advertising

The Meet also monetizes through targeted advertising. The platform offers ad placements within the free version of the app, which helps keep the service accessible to users who might not want to pay for a subscription. Advertisers can target specific demographics based on user data, ensuring that their ads reach the most relevant audience.

3. Sponsored Content and Partnerships

Another revenue source is sponsored content and strategic partnerships. The Meet collaborates with various businesses and organizations to promote their products or services through webinars, virtual events, and exclusive content. These partnerships not only provide value to users but also generate significant income for The Meet.

4. In-App Purchases

To enhance the user experience, The Meet offers a range of in-app purchases. These can include virtual backgrounds, premium stickers, and other personalization options. While these purchases are optional, they provide a steady stream of revenue from users looking to customize their experience.

5. Data and Analytics Services

With the consent of its users, The Meet collects anonymized data on meeting trends, user engagement, and other metrics. This data is valuable to businesses and researchers who are interested in understanding virtual meeting behaviors. The Meet offers data and analytics services for a fee, providing insights that can help organizations make informed decisions.

6. Professional Services

The Meet offers professional services such as training, consulting, and technical support. These services are particularly valuable for businesses that are integrating The Meet into their workflows and need assistance with setup, optimization, and troubleshooting. By charging for professional services, The Meet ensures that users receive high-quality support while generating additional revenue.

Conclusion

The Meet's diversified revenue model allows it to offer a high-quality, reliable service while ensuring financial sustainability. By combining subscription plans, advertising, sponsored content, in-app purchases, data services, and professional support, The Meet can continue to innovate and grow, meeting the needs of its diverse user base.

The Meet Business Model Canvas Explained

The Meet Business Model Canvas Explained

The Business Model Canvas is a strategic management tool that provides a visual chart with elements describing a firm's or product's value proposition, infrastructure, customers, and finances. It assists businesses in aligning their activities by illustrating potential trade-offs. Let's delve into the key components of the Business Model Canvas and how they contribute to a comprehensive business strategy.

Key Partners

Key Partners are the external companies or individuals that a business works with to create value for its customers. These partners can include suppliers, manufacturers, consultants, or even other businesses that offer complementary services. Establishing strong relationships with key partners can help reduce risks, optimize operations, and enhance the overall value proposition.

Key Activities

Key Activities are the crucial tasks and operations that a company must perform to deliver its value proposition, reach its customer segments, and maintain customer relationships. These activities can vary significantly depending on the industry and specific business model but often include production, problem-solving, platform/network operations, and marketing.

Key Resources

Key Resources are the assets necessary to create value for the customer. These can be physical, intellectual, human, or financial resources. Identifying and managing these resources effectively is vital for the smooth functioning of the business and achieving strategic goals.

Value Propositions

Value Propositions are the unique benefits and values that a business promises to deliver to its customers. This is the core of the Business Model Canvas, as it defines why customers should choose a company's product or service over competitors. Value propositions can include aspects like quality, price, convenience, performance, and innovation.

Customer Relationships

Customer Relationships detail the type of relationship a company establishes with its customer segments. This can range from personal assistance and dedicated personal assistance to self-service and automated services. Understanding and managing these relationships are crucial for customer retention and satisfaction.

Channels

Channels refer to the means by which a company delivers its value proposition to its customer segments. These channels can be direct or indirect and include various modes such as sales teams, online platforms, retail stores, and distribution networks. Effective channel management ensures that the product or service reaches the customer efficiently and effectively.

Customer Segments

Customer Segments define the different groups of people or organizations that a business aims to reach and serve. These segments can be based on demographic, geographic, psychographic, or behavioral factors. Identifying and understanding these segments allow a company to tailor its value propositions and marketing strategies to meet the specific needs and preferences of its target audience.

Cost Structure

The Cost Structure outlines all the costs involved in operating a business model. These costs can be categorized into fixed costs (e.g., salaries, rent) and variable costs (e.g., raw materials, production expenses). Understanding the cost structure is essential for pricing strategy and profitability analysis.

Revenue Streams

Revenue Streams represent the money a company generates from each customer segment. This can come from various sources such as direct sales, subscription fees, licensing, advertising, and more. Identifying and optimizing these revenue streams is crucial for the financial sustainability and growth of the business.

By systematically analyzing and documenting each of these components, the Business Model Canvas provides a clear and comprehensive overview of how a business creates, delivers, and captures value. It serves as a powerful tool for entrepreneurs, managers, and strategists to develop, test, and refine their business models effectively.

Which companies are the competitors of The Meet?

Which companies are the competitors of The Meet?

When analyzing the competitive landscape for The Meet, it's important to look at companies that operate within the same industry and offer similar services or products. The Meet, being a notable player in the virtual meeting and conferencing space, faces competition from several key players. Here's a closer look at some of its main competitors:

1. Zoom

Zoom has become synonymous with virtual meetings, especially during the COVID-19 pandemic when remote work and virtual communication became the norm. Zoom offers a highly user-friendly interface, reliable video and audio quality, and a range of features such as breakout rooms, screen sharing, and virtual backgrounds. The platform's ease of use and scalability make it a strong competitor to The Meet.

2. Microsoft Teams

Microsoft Teams is part of the Microsoft 365 suite of productivity tools, making it an attractive option for businesses already using Microsoft products. Teams integrates seamlessly with other Microsoft services like Outlook, OneDrive, and SharePoint. It offers features such as chat, file sharing, video conferencing, and collaborative document editing. The robust integration and enterprise-level security features make Microsoft Teams a significant competitor.

3. Google Meet

Google Meet, formerly known as Hangouts Meet, is a video conferencing service developed by Google. It is integrated with Google Workspace (formerly G Suite), which includes Gmail, Calendar, Drive, and other productivity tools. Google Meet offers high-quality video calls, screen sharing, and real-time captions powered by Google's speech recognition technology. The seamless integration with Google's ecosystem and ease of access make it a formidable competitor.

4. Cisco Webex

Cisco Webex is a long-standing player in the video conferencing market. Known for its robust security features and reliability, Webex caters to both small businesses and large enterprises. The platform offers a range of features including video conferencing, webinars, screen sharing, and team collaboration tools. Cisco's reputation for network and security solutions adds an extra layer of trust for businesses concerned with data privacy.

5. Slack

Slack is primarily known as a team collaboration tool, but its video and voice calling capabilities position it as a competitor in the virtual meeting space. Slack integrates with a wide range of third-party apps and services, creating a customizable and versatile environment for team communication. Its user-friendly interface and strong focus on team collaboration make it a popular choice among startups and tech companies.

6. BlueJeans

BlueJeans by Verizon is another notable competitor offering high-quality video conferencing services. BlueJeans is known for its Dolby Voice audio, which provides crystal-clear sound quality. The platform offers features such as smart meeting highlights, transcription, and integration with popular productivity tools. BlueJeans' focus on delivering an immersive meeting experience sets it apart in the competitive landscape.

Conclusion

The virtual meeting space is highly competitive, with each company bringing unique strengths and features to the table. Zoom's user-friendliness, Microsoft Teams' integration with Microsoft 365, Google Meet's seamless access, Cisco Webex's security features, Slack's team collaboration tools, and BlueJeans' audio quality all contribute to a diverse market. For The Meet to stand out, it needs to leverage its unique selling points and continue innovating to meet the evolving needs of its users.

The Meet SWOT Analysis

The Meet SWOT Analysis

When it comes to evaluating the potential of any project or business, a SWOT analysis is an invaluable tool. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. This structured planning method helps in identifying the internal and external factors that are favorable or unfavorable to achieving an objective. For our community-focused event, "The Meet," conducting a SWOT analysis provides critical insights into how we can optimize the event for success.

Strengths

1. Community Engagement: "The Meet" has a strong foundation in community engagement. Our past events have been well-attended, fostering a sense of belonging and connection among participants.
2. Experienced Organizers: The team behind "The Meet" comprises experienced event planners who have a proven track record in executing successful events.
3. Diverse Activities: Offering a variety of activities, from workshops to networking sessions, ensures that there is something for everyone, which increases attendee satisfaction and retention.
4. Strong Sponsorships: We have secured sponsorships from reputable local businesses, ensuring financial stability and providing additional value to our attendees through sponsored giveaways and resources.

Weaknesses

1. Limited Budget: Despite strong sponsorships, the overall budget for "The Meet" is limited, which restricts the scale and grandeur of the event.
2. Venue Constraints: The chosen venue, while centrally located, has limited capacity and facilities, potentially hindering the comfort and experience of attendees.
3. Marketing Reach: Our marketing efforts are currently restricted to local channels, limiting our ability to attract attendees from a wider geographic area.
4. Volunteer Dependence: The event heavily relies on volunteers, which can be unpredictable and may affect the quality of the event if volunteer turnout is lower than expected.

Opportunities

1. Expansion of Audience: By leveraging social media and digital marketing strategies, we can expand our reach beyond the local community to attract a more diverse audience.
2. Partnerships with Local Organizations: Collaborating with local nonprofits and community groups can enhance our credibility and attract a wider demographic.
3. Introduction of Virtual Elements: Incorporating virtual components, such as live streaming and online workshops, can accommodate those who are unable to attend in person, thereby increasing our overall reach.
4. Feedback Mechanisms: Implementing structured feedback mechanisms can help us continually improve the event based on attendee experiences and suggestions.

Threats

1. Competing Events: The presence of other similar events in the same timeframe could divert potential attendees away from "The Meet."
2. Economic Downturns: Economic instability can affect both sponsorships and attendee willingness to spend on event tickets and associated costs.
3. Health and Safety Concerns: Given the current global health climate, there is always a risk of sudden changes in safety regulations that could impact the event's execution.
4. Weather Conditions: For any outdoor components of the event, inclement weather poses a significant threat to attendee turnout and overall experience.

By carefully analyzing these factors, "The Meet" can strategically plan to leverage its strengths, address its weaknesses, capitalize on opportunities, and mitigate potential threats. This holistic approach ensures that the event continues to grow and succeed in fostering community engagement and delivering value to all participants.

Key Takeaways

• Ownership: The Meet is owned by [Owner's Name or Company], ensuring strategic direction and operational oversight.

• Mission Statement: The Meet aims to [insert mission statement], focusing on [key goals such as community building, innovation, or customer satisfaction].

• Revenue Generation: The Meet makes money through [describe revenue streams, e.g., subscription fees, advertisements, partnerships, etc.], providing a sustainable financial model.

• Business Model Canvas: The Meet's Business Model Canvas highlights [key components like value propositions, customer segments, and revenue streams], offering a comprehensive view of its strategic approach.

• Competitors and SWOT Analysis: Primary competitors include [list main competitors], and the SWOT analysis reveals strengths in [key strengths], weaknesses in [key weaknesses], opportunities in [key opportunities], and threats from [key threats].

Conclusion

In conclusion, The Meet stands as a dynamic player in the social networking and event planning industry, with ownership rooted in a forward-thinking team of entrepreneurs dedicated to revolutionizing the way people connect. Guided by its mission statement, "To create meaningful connections through seamless event planning and social networking," The Meet focuses on fostering genuine interactions and simplifying the complexities of organizing events.

The Meet's revenue model is multi-faceted, encompassing premium subscription plans, targeted advertising, and commission fees from ticket sales and premium event features. This diversified approach ensures a steady stream of income while providing value to users through enhanced functionalities and personalized experiences.

The Meet's Business Model Canvas reveals a robust framework built on key pillars such as customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. Each element works in harmony to sustain the platform's growth and deliver exceptional user experiences.

Facing competition from industry giants like Eventbrite, Meetup, and Facebook Events, The Meet differentiates itself through its unique blend of social networking and event management features. The SWOT analysis highlights its strengths in innovative technology and user-centric design, while also acknowledging the challenges posed by intense competition and the need for continuous innovation.

Ultimately, The Meet's commitment to enhancing social interactions and event planning positions it as a formidable contender in the market. By staying true to its mission and continuously refining its business strategies, The Meet is well-equipped to navigate the evolving landscape and achieve long-term success.

FAQs

What is the SWOT analysis of a meeting?

A SWOT analysis is a strategic planning tool used to identify the Strengths, Weaknesses, Opportunities, and Threats related to a particular activity or organization. When applied to a meeting, this analysis can help organizers and participants understand and improve the effectiveness of their meetings. Here's a breakdown of what a SWOT analysis of a meeting might look like:

Strengths

1. Clear Objectives: Well-defined goals and objectives that guide the meeting.
2. Engaged Participants: Active participation and engagement from attendees.
3. Effective Leadership: Strong facilitation and leadership to keep the meeting on track.
4. Relevant Agenda: A well-structured agenda that covers essential topics.
5. Good Timing: Meetings scheduled at convenient times for all participants.
6. Supportive Environment: A conducive environment for open discussion and collaboration.
7. Resource Availability: Availability of necessary resources such as technology, materials, and information.

Weaknesses

1. Poor Planning: Lack of proper preparation and organization.
2. Unclear Objectives: Ambiguous goals that lead to confusion and inefficiency.
3. Overlong Meetings: Meetings that run too long and waste participants' time.
4. Lack of Engagement: Passive participation or disengagement from attendees.
5. Dominance by Few: A few participants dominating the conversation, limiting input from others.
6. Technological Issues: Problems with technology, such as poor connectivity or malfunctioning equipment.
7. Inadequate Follow-Up: Lack of follow-through on action items and decisions made during the meeting.

Opportunities

1. Improved Collaboration: Enhancing teamwork and cooperation among participants.
2. Skill Development: Providing opportunities for attendees to develop new skills or knowledge.
3. Team Building: Strengthening relationships and building trust among team members.
4. Innovation: Generating new ideas and solutions through collective brainstorming.
5. Efficiency Gains: Implementing best practices to make future meetings more efficient.
6. Feedback Loops: Establishing mechanisms for continuous feedback and improvement.
7. Leveraging Technology: Utilizing advanced meeting tools and platforms for better communication and productivity.

Threats

1. Distractions: External interruptions or distractions that disrupt the meeting.
2. Conflict: Potential for conflicts or disagreements among participants.
3. Non-Participation: Risk of key stakeholders not attending or contributing.
4. Technical Failures: Technology breakdowns that hinder communication and progress.
5. Time Constraints: Limited time leading to rushed discussions and incomplete decisions.
6. Resistance to Change: Participants' reluctance to adopt new methods or solutions.
7. Information Overload: Excessive information that overwhelms participants and reduces focus.

By conducting a SWOT analysis, meeting organizers can identify areas for improvement and develop strategies to enhance the effectiveness of their meetings. This can lead to better decision-making, increased productivity, and more positive outcomes for all involved.

What are the 5 points of SWOT analysis?

SWOT analysis is a strategic planning tool used to identify and evaluate the Strengths, Weaknesses, Opportunities, and Threats related to a business or project. The 5 points commonly associated with SWOT analysis are as follows:

1. Strengths: These are the internal attributes and resources that support a successful outcome. Strengths are what the organization does well or possesses that gives it an advantage over competitors. Examples include a strong brand reputation, a loyal customer base, unique technology, or skilled workforce.

2. Weaknesses: These are internal factors that might hinder the organization's performance or outcomes. Weaknesses are areas where the organization may be at a disadvantage relative to competitors. Examples include outdated technology, lack of capital, poor location, or inadequate skills within the team.

3. Opportunities: These are external factors the organization can capitalize on or use to its advantage. Opportunities arise from the environment in which the organization operates and can include market growth, changes in consumer preferences, technological advancements, or regulatory changes.

4. Threats: These are external factors that could cause trouble for the organization. Threats are elements in the external environment that could jeopardize the organization’s performance or market position. Examples include economic downturns, increasing competition, changing regulations, or negative media coverage.

5. Analysis/Action: While not always listed as a distinct point, the analysis and subsequent action plan form the critical fifth point of a SWOT analysis. After identifying strengths, weaknesses, opportunities, and threats, the organization needs to analyze these factors to develop strategic actions. This might involve leveraging strengths to exploit opportunities, addressing weaknesses to mitigate threats, or creating contingency plans to deal with potential challenges.

By systematically examining these five points, organizations can create well-informed strategies and make better decisions to enhance their competitive position and achieve their objectives.

What are the four 4 parts of SWOT analysis?

SWOT analysis is a strategic planning tool used to identify and evaluate the key elements that can affect the success of a project, organization, or initiative. The four parts of SWOT analysis are:

1. Strengths: Internal factors that give an advantage over others. These could include resources, capabilities, or positive attributes that are within the control of the organization.

2. Weaknesses: Internal factors that place the organization at a disadvantage relative to others. These are areas where the organization may be lacking or need improvement.

3. Opportunities: External factors that the organization could exploit to its advantage. These could involve market trends, economic conditions, or other external events that could positively impact the organization.

4. Threats: External factors that could cause trouble for the organization. These could include competition, regulatory changes, or other external risks that could negatively impact the organization.

By analyzing these four components, organizations can develop strategies to leverage their strengths, address their weaknesses, capitalize on opportunities, and mitigate threats.

What is the SWOT analysis of the event?

A SWOT analysis of an event involves examining the Strengths, Weaknesses, Opportunities, and Threats associated with the event. This strategic planning tool helps organizers to identify internal and external factors that can impact the success of the event. Here's a general framework for a SWOT analysis of an event:

Strengths

• Internal Factors that are Positive

1. Experienced Team: Skilled and knowledgeable staff or volunteers.
2. Strong Sponsorship: Reliable financial backing from sponsors.
3. Reputation: Established brand or history of successful events.
4. Unique Selling Proposition: Unique features or elements that differentiate the event.
5. Location: Prime venue that is easily accessible and attractive to attendees.
6. Technology: Advanced technology for seamless event management and engagement.

Weaknesses

• Internal Factors that are Negative

1. Budget Constraints: Limited financial resources.
2. Time Limitations: Insufficient time for planning and promotion.
3. Inexperienced Staff: Lack of experience among team members.
4. Logistical Challenges: Issues with transportation, accommodation, or venue capacity.
5. Limited Reach: Inadequate marketing or outreach efforts.
6. Dependence on Weather: Outdoor events that are vulnerable to adverse weather conditions.

Opportunities

• External Factors that are Positive

1. Market Trends: Growing interest in the type of event being organized.
2. Partnerships: Potential for new collaborations with businesses or influencers.
3. Technological Advancements: New tech tools that can enhance the event experience.
4. Audience Expansion: Opportunities to reach new demographics or geographic areas.
5. Sponsorship Deals: Potential for additional sponsorships or funding sources.
6. Regulatory Changes: New laws or policies that favor the event industry.

Threats

• External Factors that are Negative

1. Competition: Other events scheduled at the same time that could draw away attendees.
2. Economic Downturn: Financial instability affecting attendance and sponsorship.
3. Health and Safety Concerns: Risks like pandemics or security threats.
4. Regulatory Changes: New laws or regulations that could complicate event planning.
5. Vendor Reliability: Dependence on third-party vendors who may fail to deliver.
6. Public Perception: Negative publicity or social media backlash.

Example:

Event: Annual Tech Conference

Strengths:

• Renowned keynote speakers.
• Strong industry connections and partnerships.
• High-tech venue with excellent facilities.
• Robust marketing campaign.

Weaknesses:

• High ticket prices may deter some attendees.
• Limited parking space at the venue.
• Over-reliance on a few major sponsors.
• Potential technical issues with virtual components.

Opportunities:

• Growing interest in tech innovations.
• Potential to expand into virtual reality experiences.
• New sponsorship opportunities from emerging tech companies.
• Collaboration with universities for cutting-edge research presentations.

Threats:

• Competing tech conferences scheduled around the same time.
• Economic fluctuations affecting travel budgets of attendees.
• Possible cybersecurity threats targeting virtual attendees.
• Changing health regulations due to ongoing pandemic concerns.

By conducting a SWOT analysis, event organizers can develop strategies to leverage strengths, mitigate weaknesses, capitalize on opportunities, and address threats, thereby improving the chances of a successful event.