For this task, you are required to complete a conference concept document

For this task, you are required to complete a conference concept document. The concept document is designed to help a conference manager in developing a scoping document for a conference to be held. You are required to review the case study  outline below, and create and complete all aspects of the concept document.
Case study
You are one of the senior administrative staff who work in the marketing department of MacVille Pty Ltd. The MacVille events steering committee with ultimate authority in convening the conference have requested that you plan and manage a conference that they would like run in the next 46 months.
The purpose of the conference is to promote the Mezzo range of imported Italian espresso that the firm has recently secured the rights to distribute in Australia. MacVille senior management believe that the conference will primarily secure sales leads of the espresso coffee machines as well as increase awareness of MacVilles association with the specialist espresso coffee market and build relationships between MacVille and its clients. These conferences will be held in every major city in Australia, but  yours is the firsts in the series.
The target market for the conference is the owners and managers of retail coffee shops. It is anticipated that 4060 people will attend. Included in your instructions from the MacVille events steering committee are that the conference should be for one day and culminate with a dinner.
You have also been instructed to design a conference that breaks even on costs. The budget you have been allocated is $25,000. The steering committee have suggested that engaging the right keynote speaker coupled with an interesting program should make the registration fee you set, well accepted by the target market.
The MacVille events steering committee have asked you to first prepare a conference concept document for their approval.