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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 12 minutes ago

The European workplace wellbeing sector continues its steady march towards mainstream corporate adoption, with employers increasingly recognising mental health support as critical infrastructure rather than nice-to-have perks. Dost, a workplace mental health platform, has closed a €7.1M Series A round led by Octopus Ventures to accelerate its UK market entry and product development. The funding round signals growing confidence in European mental health tech solutions, particularly those addressing the fragmented nature of workplace wellbeing across different regulatory environments. Dost’s approach combines AI-driven personalisation with human coaching, positioning itself distinctly in a market where US-centric solutions often struggle with European data privacy requirements and cultural nuances. Octopus Ventures leads mental health tech Series A with strategic focus Octopus Ventures’ investment thesis centres on scalable healthcare solutions that can navigate Europe’s complex regulatory landscape whilst delivering measurable outcomes. The London-based VC has been systematically building its healthtech portfolio, with particular attention to platforms that combine technology with human intervention – a model that resonates strongly with European corporate buyers who remain cautious about purely algorithmic solutions. “We’re seeing a fundamental shift in how European employers approach mental health,” explains Hannah Joyce, Partner at Octopus Ventures. “Dost’s combination of cultural sensitivity and clinical rigour makes it uniquely positioned to serve the UK market, where GDPR compliance and clinical governance are non-negotiable requirements.” The round’s composition reflects the maturing European healthtech ecosystem, with Octopus Ventures bringing not just capital but access to their extensive network of enterprise clients and regulatory expertise. This strategic value becomes crucial as Dost navigates the complex procurement processes typical of large UK employers. Platform differentiation in fragmented European wellbeing market Dost’s platform addresses specific pain points in the UK corporate wellness market, where employers face increasing regulatory scrutiny around duty of care whilst managing diverse, often remote workforces. The company’s approach combines real-time mental health assessments with culturally-aware coaching programmes, acknowledging that workplace stress manifests differently across European contexts compared to US corporate environments. The funding will primarily support Dost’s UK go-to-market strategy, with significant investment in local partnerships and clinical governance frameworks. Unlike many Silicon Valley wellbeing platforms that struggle with European data localisation requirements, Dost has built GDPR compliance into its core architecture from inception. “European workplaces demand evidence-based interventions with clear ROI metrics,” notes Dost CEO and founder. “Our platform generates granular analytics that satisfy both HR departments seeking engagement data and finance teams requiring demonstrable productivity impacts. This dual focus on outcomes and compliance gives us substantial advantages over imported solutions.” Current traction includes partnerships with mid-market UK employers, with the platform demonstrating 40% improvement in employee wellbeing scores and 25% reduction in absence rates among participating organisations. These metrics align with broader European trends towards preventative healthcare approaches in corporate settings. This Series A positions Dost within a growing cohort of European healthtech companies that prioritise regulatory compliance and cultural adaptation over rapid scaling. As workplace mental health transitions from discretionary spending to essential infrastructure, platforms that understand European corporate dynamics will likely capture disproportionate value in this evolving market.

Fundraising 55 minutes ago

London’s housing crisis has reached breaking point, with homeownership increasingly out of reach for middle-income earners. Against this backdrop, innovative property solutions are attracting substantial investor interest. Keyzy, the rent-to-own platform addressing this affordability gap, has secured €147 million in funding to accelerate its expansion across London and beyond. The significant investment round positions Keyzy to scale its alternative homeownership model at a time when traditional property ladders are failing an entire generation of potential buyers. Rent-to-own property funding attracts major backing Crayon Partners led this substantial funding round, demonstrating strong institutional confidence in alternative property models. The investment firm, known for its focus on disruptive real estate technologies, sees Keyzy’s approach as addressing a fundamental market failure in European housing markets. “We’re backing Keyzy because they’ve identified a massive gap between rental and ownership that traditional financial products haven’t addressed,” said a spokesperson from Crayon Partners. “Their model offers a genuine pathway to homeownership for people who’ve been locked out by deposit requirements and mortgage criteria.” The funding reflects growing investor appetite for proptech solutions that tackle Europe’s housing affordability crisis. Unlike pure rental platforms or traditional estate agencies, Keyzy’s rent-to-own model creates a bridge between renting and owning, allowing customers to build equity whilst living in their chosen property. Scaling London’s alternative homeownership model Keyzy’s platform allows renters to move into properties with the option to purchase over time, with a portion of monthly payments contributing towards eventual ownership. This model particularly resonates in London, where the average deposit requirement has soared beyond the reach of many working professionals. The €147 million will primarily fund property acquisition and platform development. Keyzy plans to expand its London portfolio significantly whilst developing the technology infrastructure needed to scale efficiently across different European markets with varying regulatory frameworks. “We’re not just buying properties; we’re building a new category of homeownership,” explained Keyzy’s leadership team. “This funding allows us to serve thousands more families who want to own but can’t access traditional mortgages due to deposit constraints or employment patterns.” The company’s approach differentiates it from traditional buy-to-let investors by creating aligned incentives between tenant and property owner. Success metrics include customer conversion rates to full ownership and portfolio quality rather than pure rental yields. This funding round signals growing institutional recognition that Europe’s housing markets require innovative financing models beyond conventional mortgages and rental agreements. Keyzy’s expansion could influence how other European cities approach affordable homeownership challenges.

Fundraising 1 hour ago

Europe’s financial services landscape is witnessing a significant shift toward blockchain-based banking solutions, as traditional institutions grapple with outdated infrastructure and rising customer expectations for seamless digital experiences. This transformation has created fertile ground for fintech innovators to reimagine how Europeans interact with their money. Deblock, a blockchain banking platform, has secured €30M in Series A funding to accelerate its expansion across European markets. The round was led by Speedinvest, marking another significant investment in the continent’s evolving financial technology sector. The funding represents more than just capital injection—it signals growing institutional confidence in blockchain’s potential to solve real banking problems for European consumers and businesses. Unlike traditional banks constrained by legacy systems, Deblock’s on-chain approach offers transparency, efficiency, and cross-border capabilities that align with Europe’s increasingly digital economy. Speedinvest backs blockchain banking revolution Speedinvest’s decision to lead this substantial Series A reflects the Austrian venture capital firm’s strategic focus on European fintech infrastructure. The investor has consistently backed companies that challenge traditional financial services, from payment processors to neobanks, recognising the regulatory advantages European startups enjoy in this space. “Deblock represents the next evolution of banking infrastructure in Europe,” noted Speedinvest in their investment thesis. “Their blockchain-native approach solves fundamental problems around transparency, cost, and cross-border functionality that traditional banks struggle to address.” The investor’s portfolio strategy emphasises companies that can leverage Europe’s regulatory clarity around digital assets and blockchain technology. Unlike markets where regulatory uncertainty stifles innovation, European frameworks like MiCA (Markets in Crypto-Assets) provide the stability blockchain banking platforms need to scale responsibly. This funding round positions Deblock alongside other European blockchain infrastructure companies that have attracted significant venture capital, demonstrating the sector’s maturation beyond speculative cryptocurrency applications toward practical financial services. European expansion strategy targets fragmented markets Deblock’s €30M raise specifically targets expansion across Europe’s fragmented banking markets, where consumers often face complex processes for cross-border transactions and limited transparency in traditional banking operations. The company’s blockchain infrastructure addresses these pain points through programmable money and smart contract automation. The platform’s European focus proves strategic, as EU regulations increasingly favour transparent, auditable financial systems. While US fintech companies navigate uncertain regulatory landscapes, European blockchain banking platforms benefit from clearer guidelines and progressive regulatory approaches. “European consumers deserve banking infrastructure that matches the continent’s digital ambitions,” explained Deblock’s leadership team. “Our blockchain-native platform provides the transparency and efficiency that traditional banks cannot deliver due to their legacy constraints.” The funding will specifically support product development, regulatory compliance across multiple European jurisdictions, and talent acquisition in key tech hubs including Berlin, Amsterdam, and Stockholm. This multi-market approach reflects the reality that European fintech success requires navigating diverse regulatory environments while maintaining consistent user experiences. Deblock’s timing appears particularly advantageous, as European financial institutions increasingly explore blockchain integration while facing pressure from both regulators and customers for greater transparency and efficiency. This Series A represents more than funding—it signals blockchain banking’s transition from experimental technology to viable European financial infrastructure. As traditional banks struggle with modernisation costs, platforms like Deblock offer glimpses of Europe’s financial future.

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