Category: Education
At this point I’m literally getting invited to a conference a day. I’ve never enjoyed going to conferences so I pick them carefully and am particular about the kind of things I go to. I regularly get asked how I choose which conferences to go to and I rarely have a good answer. So, after getting asked for the 4,317th time, I sent an email to Eric Norlin, who puts on three conferences that we have helped create and participate in (Defrag, Glue, and Blur) how he thinks about it. Eric’s thoughtful analysis – aimed at startups (and the entrepreneurs at startups) follows.
One of the natural consequences that comes with being in an “up” part of the tech boom/bust cycle is that there are an almost overwhelming amount of tech conferences, trade shows, and events that a startup could attend. These events offer opportunities to network with potential business partners, users, venture capitalists and customers, but they can also place a huge demand on a startup’s always scarce resources of time and money. So, the natural question is: which events should you attend and/or sponsor?
First, let’s understand the landscape (hat tip to Phil Becker for discussing this bit at length with me back in 2005): Imagine the entire range of tech trade shows and conferences on a spectrum. On the left hand side of the spectrum is the pure “expo/tradeshow” – you know the type — held at Moscone or in Las Vegas, hundreds of exhibitors on a concrete floor – think CES or Dreamforce. Sure, there’s often content at a “pure expo/trade show,” but normally the “expo floor” is something you can walk on to for free or very cheap ($100 bucks – usually less if you snag a discount code). The easiest way to identify an expo is to ask: who is the event organizer’s customers? If you’re walking around for free or nearly free, then it sure isn’t you (the “attendee”) — it’s the exhibitors. That’s important to note.
On the far right end of the spectrum is the “pure conference.” The purest conference format I’ve ever seen (and, unfortunately, it doesn’t exist anymore) was PC Forum. PC Forum was Esther Dyson’s legendary event. 500 people, ZERO sponsors (and zero sponsor dollars), one room full of keynotes — and at it’s height, you had to have an invite. And – oh yea – every single attendee paid. PC Forum was not cheap. But, the model was very clear: Esther didn’t want any sponsor dollars involved, and thus, the attendees were the only customer.
Between those far, end points of the spectrum, you get a mix of stuff. The three shows that we run (Defrag, Glue, and Blur) are at various points along the spectrum. And in truth, most shows are a blend these days. But the spectrum is useful because it can help a young startup understand what *kinds* of shows to think about attending.
So, with that in mind, what do you attend?
Let’s start with your “industry.” Are you a big data infrastructure company? Then write down all of the big data events. From this list, I’d begin with your goals. Are you seeking funding? Customers? Brand awareness? Business partnerships? Press? It’s really hard to find all of these in one event, so you’re probably going to have to pick and choose.
Next consider the type of interaction you’ll need to accomplish your goals. Example: if you’re a very early startup (seed/Series A), and you’re in enterprise software, then you’re most likely going to need more “hands-on” time with a customer prospect, as your product won’t be developed to the point where you can simply have people walking themselves through demos at a kiosk. That is to say that, in this case, quality of interaction outweighs quantity of leads. You’ll then seek out events that offer you intimacy of atmosphere over the sheer bone crushing flow of attendees on an expo floor. As you grow, you may find this dynamic changing, and thus you’ll change the type of shows you attend. (Sidenote: I run Gluecon – which is a smaller, more intimate show when compared against expos. I’m in no way suggesting that you shouldn’t attend expos – they absolutely have their place. It’s simply a matter of where your startup is in its lifecycle.) On the other hand, if you’re a consumer facing app that’s trying to make a splash ala Twitter, then you may forgo the smaller event in favor of trying your luck as SXSW.
Once you’ve a) created a list of events in your niche; b) considered the goals that you’re trying to accomplish with your event attendance; and c) considered the *type* of interaction you need to accomplish those goals, your list of events should be down to – say – 15-20 possibles.
So, how do you choose? First, ask around. Who do you know that’s been to what? What’s the reputation? Second, give yourself some geographic “spread.” If you have 12 events on your list and none of them are outside of Silicon Valley — well, maybe take a look at something in New York, or Boston. Third, break your list down into quarters — as a startup you have to balance how much time you spend on events versus on building your company. In the early days, you just won’t have the resources. I’d argue that a seed stage startup should be doing no more than 1 or 2 events per quarter (not including local meetups, hackdays , etc) MAX.
Checklist: Industry, Goals, Interaction, Reputation, Geography, No more than 1 or 2 per quarter (for Seed Stage; 1 per month for A/B round) — and you’re down to roughly 4-6 events for a seed stage company and roughly 10-12 events for an A/B round company.
“But aren’t there some conferences that I should just avoid?” you ask. Rather than speak badly about my competitors, I’d rather turn it around and say “which conferences should you always consider?”
I have always found the gang over at O’Reilly to be “straight-shooters” that put on awesome events. Start there. Throw in the company-run events that are specific to your case (Google I/O, Dreamforce, Microsoft’s events, Oracle OpenWorld, Adobe, etc), and then add in some independently run events (BigOmaha, Glue/Defrag, 360 Conference events). If applicable, add the monster shows (CES, SXSW) and the networking/startup shows (Launch, Disrupt). And, if you want an international flair, toss in LeWeb for good measure. There’s your starting point.
“Should we sponsor?” This is a tough question. If you have the resources and can make a clear case, then it can be very beneficial. If you do sponsor, avoid the larger expo events, you won’t have the dollars to throw at it to get noticed (attend those and take people out for drinks instead.) Stick with smaller venues where you can be seen and truly interact. And seek out conference organizers that will customize their packages for you (discounting, creating speciality packages, etc) — you shouldn’t simply be buying off of an inventory list like you’re shopping at Wal-mart.
That’s the beginning primer on picking conferences to attend if you’re a startup. Maximizing the value of attending or sponsoring is a whole other post for a whole other day.
The Glue Conference is happening again this year on May 23rd and May 24th in Boulder, CO. This is the awesome conference that Eric Norlin puts on around our Glue theme. 500+ people obsessed about mobile app development, cloud computing, and big data are going to be there this year.
As part of the conference, Eric provides 15 early-stage startups with FREE exhibit space. Did I say FREE? Yes FREE! Alcatel-Lucent acts as the Community Underwriter for Gluecon and funds this activity.
The demo pods are designed specifically for the event that have lit signage included, hard wired internet drops included, space for your laptop (to demo) included, passes to the event itself included — basically everything you need to come show your early wares to developers, customers and venture capitalists. All you have to do is get to Boulder, which I’ve discovered through experience isn’t very difficult.
I’ll be there both days as will be my partners at Foundry Group. If you are an early-sage startup (pre-funding or seed funding) in mobile app development, cloud computing or big data, this is a great way to get some face time with us.
Did I say the demo pods were free? Apply now – the deadline is Friday.
Every year my partners at Foundry Group and I go to CES. We aren’t boondoggle guys – our expeditions together are limited to a quarterly offsite, often at Jason’s house (10 minutes from our office), and one trip a year with spouses and significant others somewhere. So CES has been a nice tradition for us where we get to travel together for a few days, hang out in nerd and gadget heaven, and spend time with a bunch of entrepreneurs we work with who are here.
There were two memes going around that I heard about CES earlier this week. The first came out of a set of entrepreneurs in Silicon Valley who said something like “CES is irrelevant – no one important is there and nothing interesting gets launched.” The second come out of a set of VCs in Silicon Valley who said something like “we go to CES to look for new companies to invest in that are outside the mainstream.”
I found both of these comments bizarre since we don’t view CES through either of those lenses. First, I think CES is incredibly relevant as it is a forward view of what the broad consumer electronics industry will be releasing and shipping over the next 12 months. Many of the CE companies and products operate on an annual product cycle and this helps me understand what is going to this year, at which point I don’t have to think hard about it for another year (yeah – I pay attention – but I have a really useful context). In addition, every technology buyer and supplier in the world is here wandering around so if you interact with any of them, it’s an extremely efficient way to spend time with them.
Next, we don’t actually search for new investments at CES although we tend to have some interesting meetings with folks who happen to be here. There are definitely cases where we got face time with entrepreneurs who we hadn’t yet spent a lot of time with previously – Pogoplug and MakerBot come to mind from years past. But we were already talking to them – CES was just an efficient way for all four of us to spent time with them.
If you want the multimedia version of what I just said, watch Jason’s interview on Bloomberg from yesterday.
We had three companies with large presences here this year – MakerBot, Orbotix, and Fitbit. They are each having an awesome show and I’m super psyched about their new products. It’s extremely fun – as an investor – to just hang out in a booth and watch the traffic and listen to the interactions.
We always have two dinners – one with just entrepreneurs we work with and one that is a broader audience. Each dinner was a highlight for me and if I do nothing else at CES, I’ll always come for these dinners.
I ended up with a series of meetings on Tuesday – three of them were with entrepreneurs who I’ve been talking to about various things. All three were really relevant and interesting and not surprising each was in our human computer interaction theme which I discussed on an NPR interview yesterday with Steve Henn titled Humans and Machines: Beyond Touch.
Finally, I had plenty that is the weirdness of Las Vegas. I had a total meltdown Wednesday morning and ended up spending the day in my room. I had a death defying run on the Las Vegas strip. And I’m just came back through a smoke filled casino from a breakfast with some of the leaders of the Las Vegas startup community (see more on the Startup Communities site soon.) This afternoon I board a plane to Boston and bid CES 2012 farewell. But I’ll be back again next year.
I’m going to participate in a Twitter chat tonight (#BEONFIRE). It’s a new initiative by @pistachio and @redheadwriting. Their first guest last week was @FAKEGRIMLOCK who, as usual, was ON FIRE.
It’s happening from 8pm – 9pm Mountain (10pm – 11pm Eastern). There’s a real time Twitter chat up or you can just follow me and participate by tagging things with #BEONFIRE. Either way, I’ll be answering any and all questions via Twitter for an hour tonight.
Let’s be on fire together.
For a number of years, my partner Jason Mendelson has been teaching an extremely popular course at CU Boulder Law School with Brad Bernthal titled Venture Capital – A 360 Degree Perspective. While it’s a course taught in the law school, it’s (not surprisingly) become popular with the MBA students at CU Boulder.
Brad Bernthal, Phil Weiser (the Dean of the CU Law School), and I have been talking about a new course to complement VC 360 called Entrepreneurship, Innovation, and Public Policy. We’ve decided to take a crack at a cross-campus course (law, engineering, and business) that focused on contemporary issues around entrepreneurship, would be a great introduction to any student who wants to immerse herself in entrepreneurship, and would enable us to create some unique content around this topic.
We envision a two hour a week course (over seven sessions) that has a heavy reading, class participation, and writing component. Our goal will be to put this up on the web as well to provide content (and potentially interaction) to a much wider community.
Following is a first draft of a syllabus. I’m looking for two types of feedback: (1) comments on the syllabus and (2) suggestions for web services to use to package this content up for broader distribution.
This one credit course, available to first year law students in their second semester as well as a select number of graduate students in the Business School students and School of Engineering, will explore a set of cutting edge questions around entrepreneurship. Students in the class will be required to write a ten page paper as well as participate actively in the course (including on a class blog). Since class participation is a core part of the course (counting for 20% of the grade, with the other 80% based on the paper), any missed class must be made up by writing a 1 page reaction paper.
1. Being an Entrepreneur. Reading: The Start-up of You: Adapt to the Future, Invest in Yourself, and Transform Your Career (Hoffman, Casnocha). Five Minds for the Future (Gardner).
2. Leadership and What Makes a Great Founding Team. Reading: Do More Faster: TechStars Lessons to Accelerate Your Startup: (Cohen, Feld). Leadership Lessons From the Shackleton Expedition (Koehn).
3. Building and Scaling A Business. Reading: The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses (Ries).
4. Entrepreneurial Communities. Reading: Startup Communities: Creating A Great Entrepreneurial Ecosystem In Your City (Feld). Kauffman Index of Entrepreneurial Activity 1996 – 2010.
5. Financing Entrepreneurial Companies. Reading: Venture Deals: How To Be Smarter Than Your Lawyer (Mendelson, Feld). Improving Access to Capital for High-Growth Companies (Department of Commerce – National Advisory Council on Innovation and Entrepreneurship)
6. Entrepreneurial Leadership in Government. Reading: Alfred Kahn As A Case Study of A Political Entrepreneur (Weiser). Start-up Nation: The Story of Israel’s Economic Miracle (Senor and Singer).
7. Entrepreneurship and Innovation Policy: Reading: Accelerating Energy Innovation: Insights from Multiple Sectors (Henderson, Newell).
I’ll be interviewing Nancy Phillips on Monday, November 14th for our latest installment of Entrepreneurs Unplugged. I’ve worked with Nancy over the past few years on a couple of things, including the National Center for Women & Information Technology, and she’s awesome.
Nancy is the co-founder and COO of ViaWest, a leading co-location and managed services provider well known to many companies in Colorado. Her entrepreneurial experience includes RMI.net, ITC Worldwide (now Genesys Conferencing), and ConferTech International (now Global Crossing). She’s also been a big supporter of many technology related organizations in Colorado, including NCWIT and the Colorado Technology Association.
Come join me on Monday (11/14) from 6:15pm – 7:30pm to hear Nancy’s story. We’ll be at ATLAS Room 100 at the University of Colorado at Boulder. The event is free, but please register.
On November 9th, I’ll be helping launch Startup Colorado. We’ll be having a kickoff event at CU Boulder from 6:30pm – 8:35pm.
Startup Colorado will be one of the regional initiatives under the umbrella of the Startup America Partnership. Startup Colorado is an initiative to make a meaningful impact on entrepreneurship and new company creation in the Front Range. We want to expand the breadth and depth of entrepreneurial networks from Fort Collins to Boulder to Denver to Colorado Springs and lower barriers for people who want to build high-growth businesses.
At the launch event, our agenda will include talking specifically about what our plans and goals are for 2012. We’ll be operating under my first principle of entrepreneurial communities – that an entrepreneurial community must be lead by entrepreneurs. We have a panel discussing what has happened in Boulder over the past decade and one about the power of mentorship.
We’ll also be joined by several special guests, including Scott Case (Startup America Partnership CEO) and Aneesh Chopra (United States Chief Technology Officer).
If you are an entrepreneur in Colorado, we’d love to have you join us. Please register at the Silicon Flatirons site. The event will be at the Wittemyer Courtroom, Wolf Law Building, University of Colorado on Wednesday, November 9, 2011; 6:30 – 8:35 PM.
This year marks the fifth anniversary of Defrag.
What started as a blog post (and email exchange with Eric Norlin) I did about “intelligence amplification” in 2006 has morphed into a conference about the larger topics of social and big data and is now a wide-ranging conversation about technology and what’s over the horizon.
If you check out this year’s agenda, you’ll find everything from mobile to cloud computing to tech policy in DC to my own keynote on Resistance Is Futile.
Defrag has become one of the cannot-miss events of the tech conference world. Every year it increasingly feels like a family gathering, as more than 300 people journey to Boulder to basically hang out and expand their thinking for two days. This year, Eric decided to cap attendance at 325 to make sure that the quality of interaction stays high.
You simply will not find a better forum for making in-depth connections that will change your business and career in technology. There are still about 25 seats left – sign up before they are gone. Use the discount code “brad12” for $200 off the price.
The list of confirmed keynote speakers includes:
Paul Kedrosky, Kauffman Foundation
Roger Ehrenberg, IA Ventures
James Altucher, The Altucher Confidential
Robert Stephens, CTO, Best Buy
Adrian Cockcroft, Cloud Architect, Netflix
Tim Bray, Google
Phil Weiser, Dean, CU Law School
Hal Stern, CTO’s Office, Juniper Networks
Lili Cheng, Microsoft R&D
Jeff Lawson, Twilio
Wendy Lea, Get Satisfaction
Pete Warden
Dave Gutelius, Chief Scientist, Jive Software
Tim Young, Socialcast
TA McCann, Gist
Duncan Watts, Author, “Everything is Obvious *Once You Know The Answer”
Sam Arbeson, Kauffman Foundation
Me
and I know that Eric is still adding more surprises on a weekly basis.
I spent the day in Kansas City yesterday at the Kauffman Foundation for my first Startup Weekend board meeting. I’m very stingy with my non-profit board activity after deciding in 2005 to get off any non-profit board that wasn’t focused on entrepreneurship and until yesterday the only non-profit board I’m on is the National Center for Women & Information Technology.
I was at the first Startup Weekend in Boulder in July 2007. It was created by Andrew Hyde (he was the Community Manager for TechStars at the time). While I didn’t stay the entire weekend, my partner Seth Levine and I spent a bunch of time there on Saturday, had a blast, met some new people who became long term friends (my first extended experience with Micah Baldwin where Vosnap was created), and paid for a bunch (all of?) the food, which I recall included a lot of beer, chips, and bagels. In was a completely awesome experience.
Andrew ran about 80 Startup Weekends around the world before selling Startup Weekend to Marc Nager and Clint Nelsen in 2009 who were quickly joined by a third partner Franck Nouyrigat. Marc, Clint, and Franck turned Startup Weekend into a 501c(3), got a bunch of smart people involved as advisors such as David Cohen (TechStars CEO), expanded rapidly, got a grant from the Kauffman Foundation, and are now launching an even broader effort called the Startup Foundation.
My view is that the goals and behavior of Startup Weekend, going back to the very beginning when Andrew Hyde conceived it, are completely aligned with my view that entrepreneurial communities can be created in many places and a key attribute is activities that engage the entire entrepreneurial stack from aspiring entrepreneurs through experienced entrepreneurs and include all of the various constituencies around the entrepreneurial ecosystem. I saw that in Boulder in July 2007 and I see that when I hear of other people that have participated in Startup Weekends around the world.
I’m psyched to join some other super smart people on the board, which includes Carl Schramm, president and CEO of the Kauffman Foundation; Steve Blank, serial entrepreneur and author; entrepreneurship lecturer at U.C. Berkeley and Stanford University; Greg Gottesman, managing director at Madrona Venture Group; Laura McKnight, president and CEO of the Greater Kansas City Community Foundation; and Nick Seguin, manager of entrepreneurship at the Kauffman Foundation.
If you’ve never done a Startup Weekend, try one. I bet it changes your life.