Sesame Summit 2026 – application open

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Vaitea Cowan

The main takeaways from this conversation below include Vaitea’s thoughts on Enapter’s development, collaboration opportunities, and the importance of attending Tech events.

Highlights:

  • The role of green hydrogen in combating climate change: Vaitea Cowan emphasized the importance of green hydrogen in the battle against climate change. Unlike grey hydrogen, green hydrogen is produced using renewable energy sources such as wind or solar power, resulting in fewer greenhouse gas emissions. This sustainable energy source has the potential to play a significant role in achieving global climate targets by replacing fossil fuels in various sectors.
  • Enapter’s growth and expansion plans: Enapter aims to make green hydrogen affordable and accessible worldwide. With their latest mega-watt scale electrolyzer coming online this Summer, the company is now focusing on scaling up production. They also recently completed the construction of a new factory in Germany, which will help to further expand their operations.
  • Collaboration and partnership opportunities: Cowan believes that collaboration is essential for achieving net-zero targets. Enapter is interested in partnering with system integrators, energy developers, and companies working on hydrogen-powered planes, cars, and trucks; or those who want to replace their process running with natural gas to use a clean gas instead. By working together, these organizations can help drive the adoption of green hydrogen and contribute to a more sustainable future.
  • The value of attending Tech events like Hello Tomorrow: Cowan highlighted the benefits of participating in Tech events like Hello Tomorrow, where she was a speaker. Such events provide networking opportunities, as well as a chance to meet potential partners and investors. Cowan also emphasized the importance of sharing knowledge and experiences with other professionals in the industry, which can lead to valuable collaborations and business opportunities.
  • The significance of being invited to give a TED talk: The interview also touched upon Cowan’s experience of being invited to give a TED talk. She shared her excitement and the sense of achievement that came with being recognized by one of the most prestigious platforms for sharing ideas. Cowan’s TED talk allowed her to reach a broader audience and raise awareness of the potential of green hydrogen.

Vaitea Cowan’s insights into Enapter’s journey and the future of green hydrogen provide a valuable perspective on the opportunities and challenges ahead for the clean energy industry. By embracing collaboration, participating in tech events, and sharing ideas through platforms like TED Talks, startups like Enapter can drive the green hydrogen revolution and contribute to a more sustainable world.

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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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