Defrag and Blur are only two weeks away, and if you’re not yet registered to come, you should find a way. Why?
1. Makerbot will be there with the Replicator 2 in hand. And is there anything cooler than 3D printing right now?
3. The networking will be intimate and awesome, as usual.
You’ll see and interact with everything from social business software to big data stuff to robots to 3D printers to augmented reality.
If you’re not a student, use “ejnvip” to take 25% off of your Defrag registration , and if you’d like to come to Blur — use the super secret handshake code of “bifr12” to take 60% off of your blur registration (shhhh)….
Don’t miss it!
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.
If you are an entrepreneur working on something HCI related, you are also missing out if you don’t come to Blur. I’ll be there as will my three partners at Foundry Group. We will be fully engaged for two days in one of our favorite themes that has spawned investments like Oblong, Fitbit, Organic Motion, Sifteo and Orbotix.
In case you wonder how a conference like Blur can impact the trajectory of a young company, just take a look at the backstory of how we (Foundry Group) ended up meeting and investing in Gist. TA McCann, Gist’s CEO, came to Defrag (another conference like Blur that Eric Norlin runs and we participate in), hunted me down, and took me for a few runs. TA got me hooked on the product and a few months later we lead the Series A financing with Vulcan. This particular story has a very happy ending as RIM acquired Gist yesterday for an amount that put big smiles on everyone’s faces.
The agenda at Blur is awesome. Eric Norlin is an absolute master at putting on highly relevant conferences around a theme (his other two are Defrag and Glue.) Once again my friends at the Kauffman Foundation have provided some great scholarships for Blur and – like all of Eric’s conferences – there will be lots of time for people to spent together talking about and playing with the great stuff they are working on.
Oh – and for anyone tired of winter, it’s in Orlando. Sign up and come hang out with me, my partners, and a bunch of amazing HCI stuff for two days next week.
The next Eric Norlin conference is Blur and is happening in Orlando, Florida (yay – warm) on February 22 and 23. I’ll be there along with my three Foundry Group partners Seth, Ryan, and Jason exploring the future of human computer interaction.
If you are a entrepreneur working in the area of HCI, this inaugural Blur Conference will be a special event. Eric has done an amazing job of curating two other conferences: Defrag (just finished its fourth year) and Glue (about to have its third year). I’ve been to every one and they are amazing experiences.
While the full conference price is $1,495, early bird registration lasts through February 4th and is $995. Plus Eric just gave me a 10% off discount code – if you are a reader of this blog use “brad12” to get another 10% off. And, if you are student or in a Pre-Series A startup, there are still a few Kauffman Scholarships for Blur left.
Finally, since I’ll be there with Seth, Ryan, and Jason and all four of us will be fully engaged the whole time, it’s a perfect chance to pull us into a corner somewhere and show us your latest HCI ideas.
Periodically I promote the conferences we helped create with Eric Norlin – Defrag, Glue, and most recently Blur. If you’ve been to any of these conferences, you know why I get so excited about them – it’s a chance for me and my partners to spend two days immersed in a theme we are investing in while surrounded with some of the smartest people working in that area.
Blur is all about human computer interaction (HCI). We’ve done a bunch of HCI investments, including Orbotix, Fitbit, Sifteo, Oblong, and Organic Motion and we’ve spent a bunch of time exploring HCI as we believe the way we will use and interact with computers will be radically different in 20 years than it is today. As a hedge, we believe that if the robots are really going to take over, we at least want a hand in creating some of their software to improve the odds that they’ll be nice to us.
When Eric and I started talking about Blur, he said he wanted it to be a deeply hands on experience. The HCI stuff we invest and play around with is some of the funnest and most interesting tech. The conference should line be equally fun while giving a bunch of smart thought leaders around HCI a chance to collaborate on what each of them is working on.
For example, Kinect Hacks? Yup – a bunch will be there (the hackers and the hacks.) The history and evolution of multi-touch – did you know it was invented in 1982 the USPTO rulings not-withstanding? Want to play with personal robots? Do you know what neuroergonomics means or why it matters?
As with Defrag, the Ewing Marion Kauffman Foundation has stepped up with a major sponsorship for up to 15 people who are either founders of pre-Series A startups or students doing research around HCI.
Blur is happening in Orlando, Florida on February 22nd and 23rd. Early-bird registration runs through January 14th at which point registration is only available at the full price. Come play!
When my partners and I started Foundry Group, one of our key principles was to be “theme-based investors.” At the time the phrase “theme” wasn’t being used in VC-land so we got to make up what it meant, at least for us. We decided that a theme was a “broadly horizontal technology area that would have dramatic impact and opportunity over the next 10+ years.” (see Jason Mendelson’s post titled What Is Thematic Investing for a deeper explanation.)
At Foundry Group, our themes have become our intellectual filter to the world of what we invest in. As a result, they are always evolving, expanding, and changing as we learn more and as technological innovation continues its tireless march. We try to spend as much time as we can rolling around in our themes, playing with stuff, spending time with smart people in each theme, and just thinking and talking about stuff.
Several years ago a guy named Eric Norlin reached out to me after I wrote a blog post in 2006 titled Intelligence Amplification and suggested we start a conference around the idea, but with a better name. The Defrag Conference resulted from that discussion, as did our now four year old collaboration with Eric and his conferences. Not surprisingly, since we referred to one of our popular themes as “Glue” it made sense to start a Glue Conference several years ago.
Last year Eric and I started talking about doing a conference around our human computer interaction theme. We’ve now made a number of investments in this theme, including Oblong, Organic Motion, EmSense, and Sifteo. It took Eric about a year to get comfortable that the timing was right, but he’s now ready to do it. As a result, he’s launched his latest conference – Blur.
The Blur Conference, like our human computer interaction theme, is based on the premise that the current models of human computer interaction are undergoing a rapid change. Technologies that were until recently science fiction or university lab projects are now showing up all over the place. From the promise of the tablet computer to touch computing to motion capture to augmented reality to the “minority report” interface, the ways in which we interact with computers are moving far beyond the keyboard and mouse.
Eric’s goal with Blur is to have it be massively participatory. Everyone will get to use all tech at Blur, hack on it, explore it with their colleagues, and figure out new and inventive ways to work with it. Because the goal of Blur is so participatory, Eric is going to limit the number of attendees in year one to only 250 to make sure he nails the experience.
Blur is taking place on February 22nd and 23rd at the Omni Orlando at Championsgate. The facility looks awesome and Eric assures me Florida is a lot warmer than Colorado in February. Early bird signup is up for $995 (the full price is going to be $1495) so get a jump on things if this floats your boat. I’ll be there!
If you are familiar with Defrag and Glue, you know they are built around two of Foundry Group’s themes (Protocol and Glue respectively). Blur is being built around our Human Computer Interaction theme, but with a twist. Instead of simply being able to “see cool stuff up close”, our goal with Blur will be to create an environment where you can actually use and work with this stuff. We’ll have user-oriented demos, hackathons, and tons of crazy shit no one has ever seen before.
Plus, we’ll give away a lot of cool toys, have a ton of smart people who are working on the next generation of HCI in one place, and have some fun surprises. And we are doing it in an environment that is especially tuned for a conference like Blur.
I’m incredibly excited about what Eric has put together for this year’s Glue Conference (as I wrote about the other day). He’s setting a high bar for Blur, where the goal will now be to have a few brains explode! Get ready – it’s never dull around here.