Startup events. They’re like a breakfast buffet packed with opportunities, connections, and, let’s be honest, the occasional questionable canapé. Not all events are created equal, and showing up without a plan is like bringing a cocktail stick to a food fight. (Okay, enough with the buffet analogy. In our defence, it’s almost lunchtime.) To truly make the most of startup events, you need to be strategic, savvy, and just the right amount of charming. But let’s focus on the planning part. As Lincoln said, “Give me six hours to chop down a tree, and I will spend the first four sharpening the axe.” So, saddle up, ‘corns – here’s your guide to event domination.
Know Thy Startup Events
There are more startup events out there than influencers selling vitamins (a lot), and they all have different vibes, focuses, and purposes. Not everyone can show up at CES expecting intimate chats with investors. Match your expectations to the event, and remember: if it’s not meant to deliver what you need, you’re probably wasting your time (and budget).
Event Archetypes 101:
- Product-Focused Showcases (Think: CES Las Vegas, IFA Berlin) Consumer electronics baby! Where prototypes of new products excite the minds of millions globally. The spotlight is yours, but be ready to impress with more than just your elevator pitch.
- Festival of Ideas (Think: SXSW) – Expect big ideas, wild creativity, and panel discussions that go wide; a playground for thought leaders and innovators. Beyond startups, expect musicians, artists, academics and more to share their visions for tomorrow.
- Regional Startup Events (Think: TechChill) – Great for making local connections and finding potential investors who actually know your market.
- Pan-European & International Startup Events (Think: Web Summit, VIVA Technology) – The big leagues. Thousands of attendees, major exposure, and serious networking. But perhaps less focused if you’re looking for specific outcomes. They tend to be great for combining marketing, fundraising and serendipitous networking.
- Focused Pan-European & International Startup Events: (Think: Slush, Sifted Summit) – These events tend to focus on two things: talks that go deep into the most important topics of today and, secondly, getting the best possible chemistry between VC and startups matched.
- Vertical-Specific Events (Think: Money2020, SaaStr) – Perfect for startups in niche sectors looking to connect with industry-specific VCs and partners.
- Regional Vertical-Specific Events (Think: Cleantech Scandinavia, Baltic Fintech Days) – If you’re looking for something in specific geographic areas catering to a particular sector or niche, these guys are for you! These events bring together professionals, startups, investors, and industry leaders.
- VC-Founder Networking Events – If you’re all about the money (and let’s be real, you are), these are the rooms where the deals happen.
Set Your Startup Event Goals
Before you dive into the sea of lanyards and business cards, ask yourself: what do I actually need?
- Are you looking to raise your first round? Smaller, regional events might be a better fit before you tackle Slush. Look for events that have startup competitions for early-stage and pre-revenue startups.
- Want media exposure? Bigger events with press coverage will be your playground. Ideally, you are of a certain company size and have a speaking opportunity. Newsworthiness is still relevant.
Align your needs with the right event, and don’t just blindly follow the hype.
Plan Your Startup Event Involvement
Attending an event is one thing. Leveraging it is another. Ask yourself:
- Should you speak? (Hint: yes, if you can!) Positioning yourself as a thought leader can open doors before you’ve even hit the stage.
- Panel participation? A great way to showcase your insights without the pressure of a solo spotlight.
- Exhibit? Got a product that dazzles? Put it front and centre.
Go beyond being a passive attendee—be part of the action. Keep in mind that IT IS possible to get EARNED (non-paid!) speaking opportunities. Booths, stands, and physical space tend to cost money. But if there’s good potential ROI… time to make some calculations!
Know Your Stage, Know Your Strategy
Your startup’s stage matters. If you’re an early-stage founder trying to get traction, splurging on an international event might not make sense just yet. Instead, focus on regional events where you can build a strong foundation before scaling up. TechChill and sTARTUp Day have a great startup pitch competition in which you can get amazing benefits (as well as the seal of approval as the next upcoming startup in the country), but so do many other regional startup events.
Growth-stage? Now’s the time to go global. However, sometimes, the bigger events also make space for early-stage startups. For instance, Web Summit, EU Startups Summit, and TechBBQ all have a startup pitch competition.
Budget, Baby!
Events can be a black hole for your budget if you’re not careful. Consider:
- Event tickets
- Travel and accommodation
- Booth costs (if you’re exhibiting)
- Marketing collateral (if relevant)
Prioritise events that offer the best ROI, and remember, sometimes, the best networking happens outside the main conference hall.
Who’s in the room?
Don’t walk into this party without knowing who’s on the guest list (unless you love awkward small talk). Research who’s attending, target the right people and plan your approach. Whether it’s investors, potential clients, or strategic partners—know your targets and be ready with your pitch.
And don’t forget, you could bump into journalists! Do think about building rapport and nurturing those relationships with the media. While they might not be interested in writing an article about you immediately, it’s important to be on their radar and understand their interests so you can be helpful (see how this works?) when the time is right. Heck, you might maybe even end up having a beer or two with them.
Post-Event Power Moves
So, you’ve collected a mountain of business cards and LinkedIn requests. Now what? The magic happens in the follow-up. Send personalised messages, book follow-up calls, and keep the momentum going. Leverage social media and other owned media to chronicle your company’s story and show the world that you attended the event and met people, ideally with an interesting take and some value. A nice pic doesn’t harm the algo either. Your event ROI is only as good as your follow-through.
Final Thoughts
Startup events are what you make of them. Whether you’re looking to raise funds, find partners, or just soak up the latest trends, the right approach will make all the difference. Be strategic, be prepared, and most importantly, have fun while you’re at it.
See you on the event floor!
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