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Pere Duran

Journey to Leadership: Pere Duran’s Evolution in the Tech Event Industry

Pere Duran’s journey to becoming the director of 4YFN (Four Years From Now) is a classic tale of growth and opportunity. Starting as a sales coordinator and climbing up to the sponsorship director at Mobile World Congress, Pere’s shift to a startup event was driven by a desire for new challenges. “I started being a sales coordinator, running around trying to get contracts signed,” he recalls. This highlight underlines the importance of seeking new opportunities and challenges, even if it means leaving a secure position.

A Decade of Tech Event Success: Celebrating Leadership and Growth

Celebrating a decade (technically 11 years, discounting the COVID interruption), 4YFN has shown remarkable growth and success. This year’s event is special, marking a milestone with over 900 exhibitors. Pere reflects: “It’s our 10th anniversary… We have two halls here inside Mobile World Congress, more than 900 companies.” This celebration not only marks a decade of progress but also showcases the event’s resilience and adaptability.

Mastering Tech Event Management: A Commitment Through the Year

Managing an event like 4YFN is a year-round endeavor. Pere emphasizes the continuous cycle of planning, organizing, and executing. He explains: “These four days for us are very intense because we are delivering an event, but as well, we’re designing the event for next year.” This takeaway highlights the perpetual motion behind successful event planning, where one event’s conclusion sets the stage for the next.

Scaling New Heights: Expanding and Adapting in a Post-COVID Era

In discussing growth and adaptation, Pere touches on the event’s expansion and the challenges of the post-COVID era. The introduction of a new hall and an increase in exhibitors and investors signifies significant growth. Pere notes: “We’ve opened another hall… We increased exhibitors by 200 companies.” This segment emphasizes the importance of adapting and scaling in response to changing times and challenges.

Encouraging Startup Ecosystems: The Event’s Leadership Mission

At its heart, 4YFN is dedicated to supporting founders and startups. Pere stresses the unique opportunity it provides for startups to connect with high-level executives and investors. “It’s not that easy to be a founder and meet high-level individuals,” Pere points out, underscoring the event’s role in bridging this gap. This highlight reaffirms the event’s commitment to fostering startup growth and providing valuable networking opportunities.

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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.

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