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Why Building an Event Community is Important in 2020

I’ve always been skeptical with the use of the word “communities” in the business world. According to dictionary.com:

A community is a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists.

A community isn’t:

  • A directory
  • A freelance community manager
  • A Facebook / Slack / Telegram group
  • A member section of your website
  • A statement

For me, event organizers aren’t community builders per se. I’m not saying they can’t be good at creating elements of belonging that are similar to these groups, but events are temporary gatherings by definition. This is their strength.

So by this definition, I propose the words, “network” or “club” as more appropriate and descriptive as to what a number of self described “communities” actually are.

The recent evolution of the event industry was mostly focused on turning tradeshows and fairs into content marketing machines, with the rise of conference programs and educational initiatives.

Web Summit is living proof of this trend. What started as a small conference became one of the largest tradeshows in the Tech industry.

With social networks and in particular LinkedIn disrupting the way information and business relations were traded, some event organizers already understood that they needed to become platforms and that turning their audiences into communities would be both the most important and hardest task for them.

Renting square meters has nothing to do with a cult.

Initiatives launched by the World Economic Forum and TED are worth mentioning but their platforms are mostly an extension of the content/conference activity. It is not a community business.

You are not Reddit.

Community is the new moat

Investors are raging for communities and startups that built a following that goes beyond business. As reported in First Round Capital’s State of Startups in 2019, “nearly 80% of founders reported building a community of users as important to their business, with 28% describing it as their moat and critical to their success”.

There’s so many conferences, tools, newsletters, reports and communities about communities, that it’s worth an entire article. If you’d like to dive further into this topic, have a look into the work of CMX Connect (recently acquired by Bevy) and the book “Get Together: How to build a community with your people”, by Bailey Richardson, Kevin Huynh, and Kai Elmer Sotto.

With the pandemic, things were clear for event organizers. Either they were able to turn their business into a community or they wouldn’t survive. But is it too late already? Who really wants to be 24/7 part of a business community run by an event company?

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At Sesamers, we asked ourselves what was the meaning of our community from day 1. We didn’t really plan it, it just happened with karaoke parties (I’m still not sure if my voice has recovered) and our support to entrepreneurs without any financial interest – both usually help a great deal if you REALLY want to be identified as a community builder.

But it became less relevant for us as we were ramping up our business operations and we even tried to turn Sesame Summit, the annual gathering of our community, into a profitable business in 2020. Yeah. Not so much.

Quick litmus test: if people are still bragging about being part of your community long after you’ve produced your last physical event, you might have built something worth investing in.

And that’s what we did from the third week of March of this year onwards. With our weekly Coffee with Sesame, we gathered over 50 event organizers during 25 sessions to date. From this privileged viewpoint, we’ve seen first hand how Tech events are reinventing themselves and launching communities.

Case studies

This is a short overview of some initiatives that are aiming at turning annual events into subscription (and community) based businesses.

Educational approach: Afrobytes

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  • Description: a recurring (weekly) business networking event focused on specific topics to educate and connect leaders working with the African technology sector. Current focus: Connectivity, Fintech & Diversity
  • Format: 60min live workshop & 45min 1:1 networking
  • Pricing: $59-89/event
  • Platform: Run The World
  • Registration
  • Website: africantechindustry.com

Content approach: Hello Tomorrow

  • Description: The Core is a resource center including exclusive footage from this year’s Hello Tomorrow Global Summit, as well as panel discussions, keynotes and reports
  • Format: 6 month membership offered to all paid ticket holders, as well as a special network offer for investors
  • Pricing: 65-999€
  • Platform: Swapcard + WordPress (TBC)
  • Website: hello-tomorrow.org/the-core-by-hello-tomorrow

Integrated approach: Node by Slush

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  • Description: an online hub that connects startups with investors, partners, and mentors throughout the fall of 2020 (and potentially 2021).
  • Format: the event consists of monthly gathering hosted over several days to provide free and member-only webinars & roundtables.
  • Pricing: 29-109€/month
  • Platform: Hivebrite + Zoom + Slush Matchmaking
  • Website: slush.org/node-by-slush

Conclusion

We will see more offers popping up in the event industry in the coming weeks so this article might rapidly outdate itself. In fact, I hope it does. But the overall trend is here to stay.

For event organizers, this is a major change of focus and it requires new skills and hiring different profiles. Deciding which tools work best for your specific needs is also a big challenge. Event technology software isn’t good at community building in general.

For investors, you’ll need to continue to build platforms and expand your community work, with initiatives like Diversity.vcIncluded.vc or YSYS.

And for startup founders, it will either mean to double down on your existing effort in marketing and allocate more budget to this area; Or build it from scratch. The good news is that it’s never been so important to support your community.

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Fundraising 6 minutes ago

Switzerland is positioning itself as a formidable contender in the global solid-state battery race, traditionally dominated by Asian manufacturers. The latest move comes from Zurich-based BTRY AG, which has secured €4.9 million in seed funding led by Redstone VC. This strategic investment signals Europe’s intent to capture a significant share of the next-generation battery market, worth an estimated $8.5 billion by 2030. The funding round represents more than capital injection—it’s a calculated bet on European battery technology leadership. BTRY’s proprietary solid-state architecture promises energy density improvements of up to 50% compared to conventional lithium-ion batteries, alongside enhanced safety profiles that eliminate thermal runaway risks. Swiss solid-state battery funding attracts strategic investors Redstone VC’s leadership of this round reflects a broader thesis around European deep tech capabilities in advanced materials science. The venture firm, known for backing hardware-intensive startups across the continent, sees BTRY as a strategic play against Asian battery giants like CATL and BYD. “European manufacturers need indigenous battery technology to reduce supply chain dependencies,” explains Redstone partner Maria Kowalski. “BTRY’s solid-state approach offers performance advantages that pure-play Asian manufacturers haven’t achieved at scale.” The investment thesis aligns with broader European policy initiatives, including the €3.2 billion European Battery Alliance and revised Critical Raw Materials Act. These regulatory tailwinds create favourable conditions for European battery startups to compete with established Asian players. Redstone’s portfolio strategy focuses on hardware companies that can leverage European research infrastructure while accessing global markets. Co-investors in the round include Swiss federal innovation fund CTI and unnamed strategic partners from the automotive sector, suggesting potential customer partnerships already in development. Product differentiation in European battery market BTRY’s technology centres on ceramic electrolyte compositions that enable solid-state operation at room temperature—a breakthrough that addresses manufacturing scalability challenges plaguing competitors. The Zurich-based team, led by former ETH researchers, has developed proprietary processing techniques that reduce production costs by approximately 40% compared to existing solid-state approaches. The company’s go-to-market strategy targets European automotive manufacturers seeking battery solutions that comply with upcoming EU sustainability regulations. “We’re not competing on cost alone—our value proposition combines performance, safety, and regulatory compliance,” notes BTRY CEO Dr. Andreas Weber. “European OEMs understand they need reliable, local battery suppliers to meet their 2030 electrification targets.” Market validation comes through partnerships with unnamed European automotive tier-one suppliers, currently conducting pilot testing programmes. The funding will accelerate pilot production capabilities and expand the engineering team by 25 employees over 18 months. BTRY plans to establish its first commercial production line in Switzerland by Q3 2026, with capacity for 10 GWh annually. This funding positions Switzerland as a serious player in the European battery ecosystem, joining efforts from Sweden’s Northvolt and Germany’s Varta in challenging Asian market dominance through technological differentiation rather than pure cost competition.

Fundraising 53 minutes ago

Europe’s enterprise storage market is experiencing a fundamental shift as hyperscale infrastructure becomes democratised beyond tech giants. Traditional storage solutions struggle to match the performance and cost efficiency that companies like Amazon and Google have built internally, creating a significant gap in the market. Leil, a London-based storage infrastructure startup, has secured €1.5M in seed funding led by Karma Ventures to bridge this divide. The round positions the company to make hyperscale storage technology accessible to enterprises that previously couldn’t access such advanced infrastructure capabilities. Founded in 2023, Leil has developed a platform that enables companies to deploy storage infrastructure with the same performance characteristics as hyperscale providers, without requiring massive technical teams or capital investments. Hyperscale storage funding attracts European venture interest Karma Ventures’ investment reflects growing European VC appetite for infrastructure-as-a-service solutions that level the playing field for mid-market enterprises. The fund, which focuses on early-stage B2B software across Europe, sees Leil addressing a critical infrastructure gap that has kept European companies at a competitive disadvantage. “Storage infrastructure has become a competitive moat for hyperscale companies, but there’s no reason why this technology should remain exclusive to tech giants,” said a Karma Ventures partner involved in the deal. “Leil’s approach democratises these capabilities for the broader European enterprise market.” The investment comes at a time when European data sovereignty requirements under GDPR and the Digital Services Act are pushing companies to reconsider their storage strategies. Leil’s European-first approach positions it well within this regulatory environment. European storage market expansion strategy unveiled The funding will primarily support product development and European market expansion, with Leil planning to establish partnerships with cloud providers and systems integrators across key European markets. The company aims to reduce storage costs by up to 70% compared to traditional enterprise solutions while improving performance. “European enterprises have been forced to choose between expensive legacy storage systems or complex hyperscale solutions they can’t manage internally,” explained Leil’s CEO. “We’re eliminating that trade-off by providing hyperscale performance with enterprise-grade simplicity.” The startup faces competition from established players like NetApp and Dell EMC, but differentiates through its cloud-native architecture and European regulatory compliance focus. Early customers report significant performance improvements and cost reductions compared to existing solutions. This funding round signals growing investor confidence in European infrastructure startups that can compete with both Silicon Valley hyperscalers and established enterprise vendors. For European enterprises struggling with storage infrastructure challenges, Leil’s approach offers a compelling alternative that combines the best of both worlds.

Fundraising 9 hours ago

The European construction technology sector is experiencing a digital transformation wave, with artificial intelligence emerging as the key differentiator for next-generation planning solutions. As regulatory frameworks across the EU increasingly demand faster, more accurate project approvals, startups are capitalising on this market shift to build AI-powered alternatives to traditional manual processes. Freeda, a construction AI platform, has closed a €3.4 million funding round led by Frst to transform how construction plan reviews are conducted across European markets. The round positions the startup to scale its artificial intelligence capabilities whilst addressing the fragmented regulatory landscape that characterises European construction approval processes. The funding comes as European construction firms face mounting pressure to accelerate project timelines whilst maintaining compliance with increasingly complex building regulations. Freeda’s AI-driven approach promises to reduce plan review cycles from weeks to days, addressing a critical bottleneck that affects billions in construction projects across the continent. AI construction planning attracts strategic European investment Frst’s decision to lead this round reflects broader investor confidence in construction technology solutions tailored for European markets. The venture capital firm, known for backing B2B software companies addressing regulatory complexity, sees Freeda’s approach as particularly well-suited to the European construction landscape, where multiple jurisdictions and building codes create natural barriers to entry for non-European competitors. “Construction plan reviews represent a massive inefficiency in European building processes,” noted a spokesperson from Frst. “Freeda’s AI platform addresses this by understanding the nuances of different European regulatory frameworks whilst maintaining the precision required for compliance.” The round’s composition highlights the growing interest from European VCs in vertical AI applications. Unlike broad horizontal AI plays, Freeda’s focus on construction-specific workflows allows for deeper integration with existing European construction management systems and regulatory databases. This strategic positioning differentiates Freeda from US-based construction tech solutions, which often struggle to adapt to the fragmented regulatory environment across EU member states. The startup’s European-first approach enables faster implementation across multiple jurisdictions simultaneously. European construction market presents unique AI opportunities Freeda’s product addresses specific challenges within European construction workflows, where manual plan reviews create significant project delays. The platform’s AI algorithms are trained on European building codes and regulatory requirements, enabling automatic compliance checking across multiple jurisdictions. The startup plans to deploy the funding primarily for product development and market expansion across key European construction markets, including Germany, France, and the Netherlands. This geographic focus aligns with EU digital transformation initiatives supporting construction industry modernisation. Current market conditions favour Freeda’s growth trajectory. European construction projects worth over €1.3 trillion annually face delays due to manual approval processes, creating substantial demand for AI-powered alternatives. The startup’s early traction demonstrates market readiness for automated plan review solutions. “We’re solving a problem that costs the European construction industry billions annually in delays and inefficiencies,” explained Freeda’s leadership team. “Our AI platform reduces review times whilst improving accuracy, delivering value that resonates immediately with construction professionals.” The company’s approach leverages machine learning to identify potential compliance issues early in the design process, preventing costly revisions during later project phases. This proactive methodology appeals particularly to large European construction firms managing multiple concurrent projects across different regulatory environments. Freeda’s €3.4 million raise signals growing investor appetite for AI applications addressing sector-specific inefficiencies within European markets. As construction digitalisation accelerates, startups combining deep regulatory knowledge with advanced AI capabilities are positioning themselves as essential infrastructure for the industry’s future.

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