Sesame Summit 2026 – application open

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Fatou Diagne

The Inception and Evolution of Bootstrap Europe

Fourteen years ago, Fatou Diagne, along with her co-founder, Stephanie, embarked on a journey that would significantly impact the tech and life science sectors in Europe. Bootstrap Europe, born out of their vision, diverged from the traditional equity-based investment model, opting for venture debt – an alternative Fatou passionately advocates for. “We invest in venture… not with equity, but with venture debt,” Fatou explains, highlighting the unique approach of their firm in supporting burgeoning technologies and startups.

Venture Debt Europe: A Game Changer in Startup Funding

Fatou reflects on the early days of Bootstrap Europe, recalling a pivotal moment when they realized the potential of venture debt. It began with a Swedish AI startup’s struggle to find suitable loan terms in Europe, leading them to an American venture lender. This encounter opened Fatou’s eyes to the benefits of venture debt, both in terms of saving equity dilution and as a lucrative investment avenue. “It saved us a lot of dilution… but we also thought that it was a great investment,” she notes, underscoring the dual advantages for investors and founders alike.

When to Seek Venture Debt: Timing and Growth

Navigating the complex world of startup financing can be daunting. Fatou simplifies this by outlining the ideal stage for a startup to consider venture debt. It’s not for the early days but for those who have achieved product-market fit and have a clear growth trajectory. “You don’t take it before you get a product market fit… you need to know your unit economics,” Fatou advises, emphasizing the importance of a startup’s maturity in considering debt financing.

The Impact of Silicon Valley Bank’s Exit on Venture Debt in Europe

The recent shakeup in the venture debt landscape, particularly with the exit of Silicon Valley Bank from Europe, presents both challenges and opportunities. Fatou sees this as a pivotal moment for venture debt in Europe, noting the significant gap left behind. “Silicon Valley Bank… was providing something like 700 million just in the UK per year,” she points out, illustrating the vast demand for venture debt solutions in the European market.

Bootstrap Europe’s Approach to Deep Tech Investments

Fatou shares her enthusiasm for deep tech investments, an area where Bootstrap Europe has carved its niche. These investments, often complex and requiring substantial capital, align well with their venture debt model. Fatou explains, “We like the nerdy stuff because they tend to create a massive step change in the way we live,” highlighting their focus on transformative technologies that promise significant returns and advancements.

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Last week, I spent three days at Bits and Pretzels in Munich — a startup-focused event with a distinctly Bavarian flavor. Think Oktoberfest meets startup conference, complete with dirndls, lederhosen, and more beer than you might expect. As someone building an AI-powered event platform, I went in with a specific mission: Observe how startups actually market themselves at events. Here’s what I discovered: GoodBytz: The power of good demos What they did: Robotics startup GoodBytz set up a booth where its robots prepared kaiserschmarrn (a traditional German dessert) all day long. Why it worked: Nothing beats seeing a product in action. While other booths had brochures and demos, GoodBytz’s robots were actually cooking. The smell, the movement and the end result stirred together an experience that people will remember and talk about. The lesson: If you have a physical product, show it in action. The old writing adage generalizes well: Show, don’t tell.  Let people see, hear and touch the product. WeRoad: The bathroom hack What they did: Posted “Missing Investor” flyers in bathroom stalls with QR codes pointing to their website. Why it worked: Pure genius. Every startup at the event was looking for investors, but the “Missing Investor” headline, while a bit on the nose, proved irresistible. Plus, bathroom stalls are one of the few places where people have 30 seconds to actually read something. The lesson: Think about where your target audience’s attention will remain undivided. Sometimes, the most effective marketing leverages the most unexpected places. Emqopter: Visual impact matters What they did: Designed a bright orange booth that displayed their drone prominently. Why it worked: In a sea of grey, white, beige and brown, Emqopter’s bright orange booth was impossible to overlook. The drone was real, too, and proved a real conversation starter. The lesson: Your booth is competing with hundreds of others. Make it visually distinctive and ensure your product is the hero. Quests: Community building using the product What they did: Created a busy, branded booth with accessories (toy car, traffic cones, a bulletin board) and used their anti-loneliness app to build communities among founders at the event. Why it worked: Quests used their product to solve a real problem right at the event, and the busy booth design generated energy and curiosity. The lesson: Use your product to solve a problem at the event — if it’s possible, of course. Demonstrate your value in real time. Dyno: Event-themed marketing What they did: Distributed branded electrolyte packs with the tagline “Your hangover ends. Your pension lasts – with Dyno.” Why it worked: Dyno aligned its messaging perfectly with the Oktoberfest theme. Every attendee was thinking about beer and hangovers, so Dyno’s goodies were quite relevant. The tagline was clever, memorable, and directly addressed a pain point most people at the event might have to deal with later. The lesson: Tailor your marketing to the event’s theme and culture. The more you tie your messaging and product to the context, the more memorable you become. So, what did I learn? Event marketing is about more than just showing up and setting up a booth; you have to understand your audience and create experiences that people will remember. Here’s what really struck me: most startups and even big companies don’t know how to leverage events properly. They book the booth, show up and hope for the best; maybe they bring some branded pens and a pop-up banner. Then they’ll go back home and wonder why they spent €5,000 in exchange for 50 business cards that never convert. The startups that stood out at Bits and Pretzels understand something fundamental: event ROI isn’t about booth size or location; it’s about strategy, creativity and planning. None of the startups above improvised on-site, or planned something the night before the event in their hotel rooms. They laid everything out 4-6 weeks before the event. A solid pre-event strategy is what separates successful event marketing from expensive booth rental.  But what matters most for early-stage startups is that you don’t need a massive budget to stand out. WeRoad’s bathroom stall hack probably cost €50 to print the flyers. A standard booth package at Bits and Pretzels would go for €3,000 to €5,500. The ROI difference is staggering when you compare the cost per meaningful conversation. That’s the difference between simply spending money and investing smartly. Building Sesamers has taught me that helping startups find the right events is only half the equation. The other half is helping them understand how to maximize ROI once they’re there. Good props aren’t a marketing expense; they’re opportunities to meet customers, investors and partners, and strike up engaging conversations.

Events + 1
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