The Ultimate Start-Up Event Playbook: Event Activities Every Founder Must Do

For start-ups, visibility alone is not enough. Trust, credibility and momentum are what move the needle and few tools deliver all three as effectively as well-designed events.

Whether you are a founder, solopreneur or early-stage business, events are not just marketing tactics. They are platforms for authority, community building and meaningful connection. The key is choosing the right formats and using them strategically.

Below is a practical guide to the most effective event activities start-ups should be leveraging today.

1. Owned Events: Build on Your Own Platform

Owned events allow you to control the narrative and position your brand as the authority.

Webinars and Virtual Events

• Educational “how-to” sessions and frameworks

• Thought leadership on industry trends or challenges

• Panel discussions with complementary experts

• Live Q&A or Ask Me Anything sessions

• Client case studies and real-world walkthroughs

• Quarterly industry briefings or updates

Small In-Person Events

• Breakfast briefings or lunch-and-learns

• Roundtable discussions (6–12 participants)

• Masterclasses or workshops

• Community meetups or networking evenings

• Invitation-only client or partner events

2. Speaking and Thought Leadership: Borrowed Audiences

Speaking on other platforms accelerates trust by tapping into established audiences.

Speaking Opportunities

• Industry conferences and expos

• Business chambers and professional associations

• Corporate lunch-and-learns

• Coworking space events

• University, alumni or accelerator programs

• Partner or supplier-hosted events

Panel Participation

• Industry panels

• Community or association forums

• Hybrid or virtual summits

3. Attending Targeted Events: Strategic Presence

Not all events are equal. Intentional attendance matters more than volume.

• Industry-specific conferences

• Niche networking events

• Trade shows aligned to your audience

• Council or community-run business events

• Partner-hosted client functions

• Award nights and industry celebrations

Pro Tip: attend with a clear objective, partnerships, insights or relationships, not just visibility. For a 2‑hour event, focus on connecting meaningfully with up to three people. Prioritise deeper, more genuine conversations rather than trying to hand out business cards to everyone in the room.

GG Networking Event

4. Collaborative and Partner Events

Collaboration expands reach while sharing cost and effort.

• Co-hosted webinars

• Joint workshops or masterclasses

• Partner-led client events where you add value

• Pop-up activations within another brand’s event

• Sponsor-and-speak opportunities

5. Community-Building Experiences

These deepen relationships and increase long-term engagement.

• Peer groups or advisory circles

• Regular coffee catch-ups or check-ins

• Private communities (LinkedIn, Slack, WhatsApp)

• Cohort-based or accountability programs

• Milestone or achievement celebrations

6. Content-Driven Event Promotion

Events should fuel your content strategy, not end when the room clears.

• LinkedIn posts and stories

• Behind-the-scenes planning content

• Short-form video clips from webinars

• Post-event insights and learnings

• Attendee testimonials and feedback

• Event recap articles

7. Experiential and Creative Activations

Memorable experiences make brands stick.

• Pop-up experiences

• Interactive demos or showcases

• Immersive brand environments

• Creative networking formats

• Fireside chats and storytelling sessions

8. Strategic Follow-Up and Relationship Nurture

This is where most start-ups leave value on the table.

• Personalised post-event follow-ups

• One-on-one connection meetings

• Event-specific email nurture sequences

• Invitations to deeper experiences

• Feedback surveys to refine future events

9. Credibility and Industry Visibility Builders

These reinforce authority beyond the event itself.

• Hosting industry awards or recognition events

• Moderating panels or discussions

• Curating industry roundtables or forums

• Participating in taskforces or committees

• Supporting aligned community or not-for-profit events

10. Hybrid and Scalable Event Formats

Ideal for founders balancing growth and capacity.

• Hybrid webinars with live Q&A

• Recorded masterclasses with live discussion

• Event series rather than one-offs

• Evergreen webinars for ongoing lead generation

The Strategic Takeaway

For start-ups, events are trust accelerators, not just promotional tools. The most effective approach is a small number of well-designed, repeatable formats that:

• Build community

• Demonstrate expertise

• Create consistent touchpoints

• Lead naturally into conversations, not pitches

When done well, events become one of the most powerful growth levers a start-up can use.

Pro Tip: Limit yourself to using just three of the recommended strategies over the course of a year. Events can be overwhelming, so focus on only three key activities annually to stay consistent and avoid burnout. As your team grows, keep adding more activities.

Ready to Design Events That Drive Growth?

At Icon Corporate Events, we assist start-ups and growing organisations design and deliver events that build credibility, connection and long-term value. Book a Discovery Session with us today and find out how you can map out a strategic calendar of events.