Sesame Summit 2026 – application open

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Jenny Gyllander

Jenny’s Slush-to-Startup Story

Jenny Gyllander reflects on her remarkable journey, beginning with her deep involvement in Slush’s growth and evolution, which significantly influenced her path into entrepreneurship. Having worked at Slush during its pivotal years from 2013 to 2015, she describes how these experiences fueled her passion for the startup ecosystem. Her career trajectory took her from Slush’s brand and marketing to the VC world in London and eventually to the inception of Thingtesting in the United States. Jenny shares, “Slush was my gateway into the world of entrepreneurship… I really fell in love with the world of entrepreneurship.”

The Unforeseen Rise of Thingtesting

Jenny delves into the origins of Thingtesting, initially a side project born out of her interest in reviewing emerging e-commerce brands. The project’s success surpassed her expectations, evolving into a comprehensive platform that now boasts a vibrant community and over 100,000 reviews. Jenny’s candid reflection on this journey highlights the platform’s organic growth and the crucial role of community engagement in its development.

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Jenny’s LinkedIn cover photo

Innovative Monetization and Community Engagement

Exploring Thingtesting’s monetization strategies, Jenny discusses how the platform has innovatively diversified its revenue streams. This includes a blend of advertising, affiliate marketing, and a unique B2B model that assists brands in expanding their retail footprint. Central to these efforts is the platform’s commitment to authenticity and transparency in user-generated content, fostering a space where unbiased reviews thrive.

Managing the Integrity of Crowdsourced Reviews

One of the significant challenges Jenny highlights is ensuring the authenticity and quality of the vast array of user-generated reviews. She explains the rigorous process of identity verification and the use of sophisticated algorithms to detect and prevent fraudulent activities. This approach underscores Thingtesting’s dedication to maintaining a trustworthy and reliable platform for both consumers and brands.

Looking Ahead: Thingtesting’s Vision and Mission

As for the future, Jenny envisions Thingtesting becoming a go-to, transparent resource for consumer opinions, akin to a ‘Wikipedia of e-commerce’. Her ambition is to cultivate a platform that not only serves as a comprehensive database for reviews but also as a beacon for sustainable and responsible consumerism. The mission, as she articulates, is to empower consumers with honest, unfiltered information, enabling them to make informed decisions in an increasingly complex e-commerce landscape.

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📸 Business Insider

Jenny Gyllander’s narrative from a Slush participant to a visionary entrepreneur underscores the dynamic nature of the tech and e-commerce sectors. Her story is a testament to the power of passion, innovation, and community-driven endeavors in shaping the future of how we interact with and perceive the digital marketplace.

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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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