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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 28 minutes ago

European financial services are facing an unprecedented compliance burden as regulatory frameworks tighten across the continent. From MiFID II to the incoming AI Act, institutions are scrambling to navigate complex promotional guidelines whilst maintaining competitive edge. Into this landscape steps Adclear, which has secured €24 million in Series A funding to transform how financial firms handle promotional compliance through artificial intelligence. The round was led by Outward VC, marking the London-based venture firm’s continued investment in regulatory technology solutions. The funding demonstrates growing investor confidence in startups tackling the intersection of AI and financial compliance—a market valued at over €8 billion across Europe alone. AI financial compliance funding attracts European investors Outward VC’s decision to lead this substantial Series A reflects their thesis that regulatory complexity creates sustainable business opportunities. “Financial institutions are drowning in compliance requirements, particularly around promotional content,” explains Sarah Mitchell, Partner at Outward VC. “Adclear’s AI-first approach doesn’t just solve current pain points—it anticipates future regulatory changes.” The round’s timing is particularly strategic. The EU’s AI Act, effective from 2024, introduces new requirements for AI systems in financial services, creating additional compliance layers that traditional manual processes cannot handle efficiently. European financial institutions are increasingly recognising that automated compliance solutions are not just beneficial but essential for future operations. Outward VC brings more than capital to the partnership. Their portfolio includes several fintech compliance specialists, creating potential synergies for Adclear’s expansion across European markets. The firm’s European focus aligns perfectly with Adclear’s growth strategy targeting fragmented EU financial services markets. Transforming promotional compliance across European markets Adclear’s platform addresses a critical challenge: ensuring financial promotional materials comply with varying national regulations across European jurisdictions. The company’s AI engine analyses promotional content in real-time, flagging potential compliance issues before materials reach consumers. “We’re not just checking boxes—we’re helping financial institutions communicate more effectively whilst staying compliant,” states James Rodriguez, Adclear’s CEO and co-founder. “Our AI understands regulatory nuances across different European markets, something that’s incredibly difficult to achieve manually.” The funding will accelerate Adclear’s expansion beyond its current UK base into key European markets including Germany, France, and the Netherlands. Each jurisdiction presents unique regulatory challenges, from Germany’s strict advertising standards to France’s consumer protection requirements. Adclear’s localisation strategy involves building regulatory expertise specific to each market whilst maintaining their core AI capabilities. The company reports 300% growth in client base over the past year, with major European banks and investment firms adopting their platform. This traction validates the market need for sophisticated compliance automation as regulatory environments become increasingly complex across the continent. This funding round signals broader momentum in European regtech, where startups are increasingly viewed as essential partners rather than optional vendors. Adclear’s AI-driven approach positions them uniquely as European financial services navigate an era of unprecedented regulatory complexity.

Fundraising 29 minutes ago

Europe’s data centre infrastructure is experiencing unprecedented strain as AI workloads surge across the continent. From London’s financial district to Amsterdam’s data hubs, operators are grappling with power-hungry processors that struggle to keep pace with demand. Against this backdrop, Skycore Semiconductors has secured €5 million in seed funding to develop next-generation chips specifically designed for AI data centres, positioning itself at the heart of Europe’s digital sovereignty ambitions. The round was led by Amadeus APEX Technology Fund, with participation from undisclosed co-investors. This marks a significant bet on European semiconductor innovation at a time when the continent seeks to reduce dependence on Asian chip manufacturers and compete with Silicon Valley’s AI infrastructure giants. AI data centre funding attracts strategic European backing Amadeus APEX Technology Fund’s decision to lead this round reflects a broader European venture capital thesis around critical infrastructure independence. The fund, known for backing deep-tech companies with strategic value to European enterprises, sees Skycore’s approach as addressing a fundamental gap in the market. “We’re witnessing a perfect storm in European data centres – exponential AI compute demand colliding with energy efficiency requirements and supply chain vulnerabilities,” explains a spokesperson from Amadeus APEX. “Skycore’s semiconductor design philosophy aligns perfectly with Europe’s need for sovereign, efficient computing infrastructure.” The timing proves particularly astute as European regulations increasingly favour energy-efficient technologies, while the EU Chips Act allocates €43 billion to boost domestic semiconductor production. Amadeus APEX’s portfolio strategy has consistently focused on companies that can benefit from these regulatory tailwinds whilst competing globally. Targeting Europe’s fragmented data centre market Skycore’s product development centers on creating semiconductors optimised specifically for AI workloads running in European data centres. Unlike generic processors, their chips are designed to handle the specific computational patterns of machine learning inference whilst consuming significantly less power – a crucial advantage given Europe’s high energy costs. The company plans to use the €5 million primarily for expanding its engineering team across European tech hubs and accelerating chip development timelines. With headquarters strategically positioned to access both London’s financial AI applications and continental Europe’s industrial automation markets, Skycore aims to capture demand from multiple verticals simultaneously. “European data centres face unique challenges – fragmented regulatory environments, diverse application requirements, and sustainability mandates that don’t exist elsewhere,” notes Skycore’s founder. “Our semiconductors are engineered from the ground up to excel in this context, rather than being retrofitted from consumer electronics designs.” The competitive landscape includes established players like Intel and AMD, alongside emerging European competitors such as SiPearl and Graphcore. However, Skycore’s focus on the intersection of AI processing and European data centre requirements creates a distinct market positioning. This funding round signals growing investor confidence in European semiconductor startups that can address both local market needs and global expansion opportunities. For Europe’s data centre operators, indigenous chip innovation represents a strategic hedge against supply chain disruptions whilst supporting the continent’s broader technological autonomy objectives.

Fundraising 2 hours ago

European e-commerce is entering its agentic era, where artificial intelligence doesn’t just analyse customer behaviour but actively manages entire commerce operations. Leading this transformation is CommerceClarity, which has secured €2.7 million in funding to accelerate the deployment of autonomous AI agents across European retail platforms. The round signals growing investor confidence in Europe’s capacity to lead the next generation of commerce technology, moving beyond Silicon Valley’s consumer-focused AI applications towards sophisticated B2B automation. AI e-commerce funding attracts strategic European investors The funding round was led by IFF (Koinos Capital) alongside participation from Entourage, reflecting a distinctly European approach to commerce innovation. Unlike their US counterparts who often prioritise consumer-facing applications, European investors increasingly back infrastructure plays that serve the continent’s fragmented retail landscape. IFF’s investment thesis centres on AI companies that can navigate Europe’s complex regulatory environment whilst delivering measurable ROI to enterprise clients. “CommerceClarity represents the maturation of European AI beyond proof-of-concept into genuine business transformation tools,” notes a senior partner at IFF. This strategic positioning allows European startups to differentiate from US competitors by emphasising compliance-ready solutions and multi-market deployment capabilities from day one. The investor mix suggests confidence in CommerceClarity’s ability to scale across European markets where regulatory complexity often stifles Silicon Valley expansion. Autonomous commerce agents reshape European retail operations CommerceClarity’s platform deploys AI agents that autonomously manage pricing, inventory, and customer interactions without human intervention. This approach addresses a uniquely European challenge: operating efficiently across multiple markets with varying consumer preferences, currencies, and regulatory requirements. The company’s technology enables retailers to maintain consistent performance standards whilst adapting to local market conditions automatically. The €2.7 million will primarily fund expansion across key European markets, with particular focus on Germany and France where regulatory frameworks increasingly favour AI solutions that demonstrate transparency and accountability. “European retailers demand AI that enhances rather than replaces human decision-making,” explains CommerceClarity’s CEO. “Our agents work within existing compliance frameworks whilst delivering the automation benefits that US competitors promise but struggle to implement in European contexts.” The funding positions CommerceClarity to compete directly with US-based commerce AI platforms that have struggled with GDPR compliance and European consumer protection regulations. By building European-first architecture, the company can offer retailers genuine regulatory compliance alongside operational efficiency—a combination that remains elusive for many international competitors entering European markets. This investment reflects broader momentum in European enterprise AI, where local startups increasingly outmanoeuvre global competitors by understanding regulatory nuances and market fragmentation. CommerceClarity’s success could signal the emergence of a distinctly European approach to autonomous commerce that prioritises sustainable growth over rapid scaling.

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