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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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Europe’s defence technology sector is witnessing unprecedented investment momentum, driven by shifting geopolitical realities and increasing demand for autonomous surveillance solutions. At the forefront of this transformation sits Rift, a Paris-based startup that has just secured €4.6 million in Series A funding to build Europe’s first on-demand aerial reconnaissance network. The round was led by AlleyCorp, the New York-based venture firm known for backing enterprise technology companies. This investment signals growing transatlantic interest in European defence tech capabilities, particularly as NATO allies prioritise technological sovereignty and autonomous reconnaissance systems. AlleyCorp leads aerial reconnaissance funding round AlleyCorp’s decision to lead this round reflects a broader strategic shift among US investors towards European defence technology startups. The firm, which has previously backed companies like MongoDB and Paperless Post, sees significant potential in Rift’s approach to democratising aerial intelligence gathering across civilian and military applications. “Rift’s technology addresses a critical gap in the European surveillance market,” noted a spokesperson from AlleyCorp. “Their ability to deploy on-demand reconnaissance missions using autonomous systems represents exactly the kind of dual-use innovation we expect to define the next decade of defence technology.” The investment comes at a time when European governments are accelerating defence technology procurement, with the EU’s European Defence Fund allocating €8 billion for collaborative defence research and development programmes. This regulatory tailwind positions Rift advantageously within a market expected to reach €24 billion by 2027. Building Europe’s autonomous surveillance network Rift’s platform combines advanced drone technology with artificial intelligence to provide real-time reconnaissance capabilities across multiple sectors. Unlike traditional surveillance methods that require significant infrastructure investment, the company’s on-demand model enables clients to access aerial intelligence through a software-as-a-service platform. The startup plans to use the funding to expand its autonomous fleet and enhance its AI-powered analytics capabilities. With operations currently focused on France and Germany, Rift aims to establish coverage across major European markets by 2026, positioning itself as the continent’s primary alternative to US-based surveillance providers. “European organisations need surveillance solutions that comply with GDPR and other regional privacy regulations,” explained Rift’s CEO. “Our platform is built from the ground up with European data sovereignty in mind, something that resonates strongly with both government and enterprise clients.” This funding positions Rift to compete directly with established players like Palantir and Anduril, whilst offering European clients the regulatory compliance and data localisation they increasingly demand. As defence technology becomes increasingly intertwined with civilian applications, Rift’s European-first approach may prove to be its strongest competitive advantage.

Fundraising 41 minutes ago

Europe’s energy infrastructure is undergoing its most significant transformation since electrification began. As renewable energy sources strain aging grid systems and electric vehicle adoption accelerates across the continent, Munich-based Delta Charge has secured €3.7 million to address critical gaps in energy storage and distribution. The funding round, led by Vireo Ventures and Rethink Ventures, positions the startup to capitalise on Europe’s urgent need for battery energy storage systems (BESS) and grid modernisation solutions. This investment reflects growing European investor confidence in energy infrastructure startups as the EU accelerates its transition to renewable energy sources. With the European Green Deal mandating carbon neutrality by 2050, the timing couldn’t be more strategic for Delta Charge’s market entry. Energy infrastructure funding attracts European climate tech investors Vireo Ventures and Rethink Ventures bring complementary expertise to Delta Charge’s growth trajectory. Vireo Ventures, known for backing transformative European climate technologies, sees Delta Charge as addressing fundamental infrastructure challenges that traditional utilities struggle to solve efficiently. Meanwhile, Rethink Ventures’ portfolio focus on sustainable technology solutions aligns perfectly with the startup’s mission to optimise energy distribution networks. “We’re witnessing unprecedented strain on European energy grids as demand patterns shift dramatically,” explains a Vireo Ventures partner familiar with the investment decision. “Delta Charge’s approach to battery energy storage systems offers the scalability and intelligence that Europe needs to maintain grid stability while integrating renewable sources.” The investor combination signals strong European institutional support for energy infrastructure innovation. Both funds have demonstrated expertise in scaling climate tech companies across fragmented European markets, providing Delta Charge with strategic value beyond capital injection. BESS technology targets European grid modernisation Delta Charge’s battery energy storage systems address acute European challenges that differ significantly from other global markets. The continent’s diverse regulatory frameworks, varying grid infrastructures, and ambitious renewable targets create unique technical requirements. The company’s technology optimises energy storage placement and management across these complex, interconnected networks. The €3.7 million funding will accelerate product development specifically for European market conditions and support expansion across key markets including Germany, France, and the Netherlands. Delta Charge plans to leverage regulatory tailwinds from the EU’s REPowerEU initiative, which prioritises energy independence and grid resilience investments. “European energy markets present both immense opportunity and distinct challenges,” notes Delta Charge’s leadership team. “Our BESS solutions are designed specifically for the regulatory complexity and infrastructure diversity that characterises European energy systems.” The startup’s technology addresses critical pain points including grid balancing during peak renewable generation periods and energy storage optimisation for commercial and industrial applications. With European electricity prices remaining volatile and grid stability concerns mounting, Delta Charge’s timing appears particularly astute. This funding round exemplifies the European venture capital community’s increasing focus on infrastructure-critical climate technologies. As European governments commit billions to energy transition initiatives, startups like Delta Charge are positioned to capture significant market opportunities whilst addressing urgent societal needs.

Fundraising 42 minutes ago

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