Fred Friendly Seminars (FFS), at the Columbia University Graduate School of Journalism is a not-for profit organization that uses a Socratic-method discussion format to provide live and broadcast audiences with competing perspectives on a range of relevant topics. Its mission is to inspire critical reflection and thinking about complex issues, “to make the agony of decision making so intense you can escape only by thinking.”

While its core product – the FFS seminar – continued to be relevant and captivating, its business model was outdated. FFS contracted Cabengo to work with them to devise a viable model for growth and sustainability. We reviewed current practice as well as analyzed new market opportunities. Our scope included strategic and operational planning, brand positioning, products and services, pricing strategies, and website strategy. In our final report, we created a detailed road map for improving internal processes, extending the brand, creating new revenue streams, and capturing new audiences.