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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 30 minutes ago

As digital fraud losses surge past €4.2 billion annually across Europe, the continent’s identity verification sector is attracting unprecedented investor attention. Romanian fraud prevention specialist TMT ID has secured €34 million in growth funding from BGF, marking one of the largest fraud prevention investments in Eastern Europe this year. The Bucharest-based company, which provides AI-powered identity verification and fraud detection solutions, will use the capital to accelerate expansion across European markets whilst bolstering its technology platform to address the continent’s mounting digital trust challenges. BGF backs fraud prevention technology amid rising digital threats Business Growth Fund’s investment in TMT ID reflects growing institutional confidence in European fraud prevention technologies. The London-based growth capital firm, which typically invests £2-10 million in scaling businesses, sees significant opportunity in the identity verification sector as regulatory pressure intensifies across EU markets. “The fraud prevention market in Europe is experiencing a perfect storm of regulatory demand and technological innovation,” said a BGF spokesperson regarding the investment. “TMT ID’s proven track record in complex markets like Romania positions them uniquely for pan-European expansion.” BGF’s investment thesis centres on TMT ID’s proprietary AI algorithms, which can process over 100,000 identity verifications per hour whilst maintaining compliance with GDPR and emerging AI Act requirements. This technical capability becomes crucial as European financial services face stricter KYC obligations under the upcoming AML6 directive. The funding round positions TMT ID alongside other European fraud prevention unicorns like London’s Onfido and Berlin’s IDnow, both of which have secured significant US investment despite their European origins. Romanian fintech eyes Western European expansion strategy TMT ID’s expansion strategy focuses on Germany, France, and the Netherlands, where fraud losses have increased 23% year-on-year according to European Central Bank data. The company’s technology currently processes over 2 million identity checks monthly for Romanian banks and telecommunications companies. “We’re seeing massive demand from Western European enterprises who need fraud prevention solutions that understand both local regulations and cross-border criminal patterns,” explained TMT ID CEO regarding the company’s growth trajectory. The Romanian company differentiates itself through multi-language support and deep understanding of Eastern European fraud patterns, which increasingly impact Western markets as criminal networks become more sophisticated. This regional expertise proves valuable as European banks struggle with cross-border fraud detection. TMT ID’s client roster includes major Romanian financial institutions and telecommunications providers, with the company reporting 150% revenue growth over the past 18 months. The fresh capital will fund technology development, regulatory compliance infrastructure, and strategic hires across key European markets. This investment signals broader confidence in Eastern European fintech capabilities, following similar growth rounds for Polish payment processor PayU and Czech Republic’s Bohemia Interactive. European fraud prevention remains a strategic priority as digital transformation accelerates across traditional industries.

Fundraising 1 hour ago

Europe’s defence technology sector is experiencing unprecedented momentum as geopolitical tensions reshape investment priorities across the continent. Traditional venture capital firms are pivoting towards dual-use technologies, whilst specialised funds emerge to capitalise on the estimated €500 billion European defence modernisation market over the next decade. London-based Keen Venture Partners has secured €150 million for what it claims is Europe’s largest dedicated DefenceTech fund, marking a significant milestone in the maturation of European military technology investment. The fund received backing from the European Investment Fund alongside several undisclosed institutional investors, positioning Keen as a major player in the rapidly expanding sector. DefenceTech fund raising reflects strategic European priorities The European Investment Fund’s participation signals institutional recognition of defence technology as a strategic priority for European autonomy. Unlike traditional Silicon Valley defence investors focused on large-scale contracts, Keen’s thesis centres on dual-use technologies that serve both civilian and military applications—a distinctly European approach that navigates complex regulatory frameworks whilst maximising commercial potential. “Modern battlefield requirements are evolving faster than traditional defence procurement cycles can accommodate,” explains the investment team. “We’re backing founders who understand that today’s conflicts demand software-first solutions, autonomous systems, and cyber resilience capabilities that can be deployed rapidly across multiple domains.” This €150 million represents more than double the typical European defence-focused fund, reflecting both increased LP appetite and the scale of opportunities emerging across the continent. The fund’s structure accommodates longer development cycles typical of defence applications whilst maintaining the growth trajectory expectations of institutional investors. European DefenceTech ecosystem gains institutional momentum Keen’s strategy targets startups developing autonomous systems, cybersecurity infrastructure, satellite communications, and advanced materials—sectors where European companies increasingly compete with established US and Israeli defence contractors. The fund’s European focus addresses a critical gap in defence technology financing, where American investors often require US-centric business models that limit European market penetration. The timing proves strategic as NATO’s Defence Innovation Accelerator ramps up activity and member states increase defence spending commitments to 2% of GDP. European governments are actively seeking indigenous alternatives to reduce dependence on non-EU defence suppliers, creating substantial market opportunities for portfolio companies that can navigate complex certification processes. Portfolio construction will emphasise companies with proven dual-use applications, regulatory compliance expertise, and scalable technologies adaptable to different European markets. This approach differentiates Keen from generalist VCs attempting to add defence exposure through occasional investments in the sector. This fund launch reinforces Europe’s emergence as a serious player in defence technology innovation, moving beyond traditional aerospace and shipbuilding towards the software-defined capabilities that will determine future military effectiveness. For European defence startups, access to dedicated capital with sector expertise removes a significant barrier to scaling within the continent’s complex regulatory and procurement environment.

Fundraising 2 hours ago

The European AI customer support market is experiencing unprecedented consolidation, with traditional helpdesk solutions rapidly giving way to intelligent agent platforms. Leading this transformation is GetVocal, which has secured €24 million in Series A funding led by Creandum to accelerate its AI-powered customer support platform across European markets. This funding round positions GetVocal among the better-capitalised European AI customer support startups, reflecting growing investor confidence in the sector’s potential to reshape how businesses handle customer interactions. The round’s timing coincides with increased enterprise demand for AI solutions that can handle complex customer queries whilst maintaining the personalised service European customers expect. Creandum leads AI customer support investment surge Creandum’s investment in GetVocal reflects the Stockholm-based VC’s systematic approach to backing European B2B software companies with strong product-market fit. The firm, known for its early investments in Spotify and Klarna, sees particular value in GetVocal’s ability to navigate the complex regulatory landscape that governs customer data across European markets. “GetVocal has demonstrated exceptional understanding of European enterprise needs, particularly around data sovereignty and GDPR compliance,” said a Creandum partner. “Their platform doesn’t just automate customer support—it enhances the quality of customer interactions whilst ensuring full regulatory compliance across all EU jurisdictions.” The investment aligns with broader European VC interest in AI infrastructure companies that can serve fragmented European markets effectively. Unlike their Silicon Valley counterparts, European AI startups must navigate 27 different regulatory frameworks, making compliance-first platforms like GetVocal particularly attractive to enterprise customers. Beyond capital, Creandum brings valuable go-to-market expertise across Nordic and broader European markets, where enterprise software adoption patterns differ significantly from US markets. This strategic partnership positions GetVocal to compete effectively against both established players like Zendesk and emerging AI-first competitors such as Intercom’s Resolution Bot. European AI compliance creates market opportunity GetVocal’s platform addresses a critical gap in the European customer support market: AI-powered automation that maintains compliance with stringent European data protection regulations. The company’s technology processes customer interactions in real-time whilst ensuring all data remains within appropriate geographical boundaries—a crucial requirement for European enterprises. The startup plans to deploy the Series A capital primarily across product development and European market expansion, with particular focus on DACH and Benelux regions where enterprise AI adoption is accelerating. Current metrics indicate strong traction, though specific customer numbers remain undisclosed. “European businesses need AI customer support solutions built specifically for European requirements,” explains GetVocal’s CEO. “We’re not adapting a US platform for European markets—we’re building European-first technology that happens to compete globally.” This European-centric approach extends to GetVocal’s multilingual capabilities, supporting seamless customer interactions across major European languages whilst maintaining context and nuance that generic AI platforms often miss. The company’s technology stack is optimised for European cloud infrastructure, ensuring low latency and high availability across the continent. GetVocal’s Series A success signals growing European confidence in homegrown AI solutions, particularly those addressing specific regulatory and cultural requirements that global platforms struggle to meet effectively. As European enterprises increasingly prioritise data sovereignty, startups like GetVocal are well-positioned to capture significant market share from incumbent providers.

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