Conference and trade show GTM playbook for founders. Use when planning CES, Web Summit, TechCrunch Disrupt, or any major conference attendance. Triggers on "...
Conference ROI is 80% determined by pre-event preparation. This skill provides the complete framework for maximizing conference attendance as a solo founder.
Week 6-5: Target Building
Week 4-3: Outreach Execution
Week 2-1: Materials & Logistics
Daily Structure for Solo Founders
Max 4-6 quality meetings per day — account for 20-30 min gaps between meetings.
Real-Time Capture System
Content Capture
Follow-up Timing (response drops 50% after 72 hours)
Critical Rule: Reference specific conversation points in every follow-up.
Subject: [Conference] - [Your One-Line Hook]
Hi [First Name],
I'm [Your Name], founder of [Your Company] – [one-sentence value prop with key metric].
I noticed [personal connection: portfolio company, recent tweet, thesis fit].
We're [traction bullet: "$X revenue growing Y% MoM" or "Z customers"].
I'll be at [Conference] [dates] and would love 15 minutes. Would [specific time] work?
[Calendly link]
Subject: Following up from [Event] - [Company] Update
Hi [First Name],
Great connecting at [Event] on [day]. I appreciated our conversation about [specific topic discussed].
As reminder, [Company] is [one-sentence pitch].
Since we spoke, we've [1-2 recent milestones].
Would you have any objection to receiving our monthly investor update? No ask beyond that—just want to stay on your radar.
Subject: Great meeting you at [Event] + [Resource]
Hi [First Name],
Fantastic meeting you at [Event]. I enjoyed our conversation about [specific pain point they mentioned].
You mentioned [specific challenge]. Here's a [resource/case study] that addresses exactly that: [link]
[Your Company] helps [type of company] solve [problem] by [solution]. We've helped companies like [similar company] achieve [specific result].
Would you be open to a 15-minute call next week? [calendar link]
| Section | Time | Content |
|---|---|---|
| Hook | 5 sec | Intriguing fact or bold statement |
| Problem | 10 sec | Pain point from customer perspective |
| Solution | 15 sec | What you built (no jargon) |
| Traction | 15 sec | Evidence it works (customers, revenue) |
| Ask | 15 sec | Clear next step ("Can we continue this conversation?") |
| Tier | Signals | Follow-up |
|---|---|---|
| HOT | Expressed buying intent, asked pricing, requested demo | Personal email + call + LinkedIn within 24h |
| WARM | Showed interest, relevant ICP, detailed conversation | Personal email + LinkedIn within 24-48h |
| COLD | Brief exchange, collected card, general interest | Template email + LinkedIn within 48-72h |
ROI = (Revenue from Event Leads - Total Event Cost) / Total Event Cost × 100
Total Cost = Registration + Travel + Hotel + Meals + Materials + Booth +
(Salary × Days) + Prep Time + Follow-up Time
Track Leading Indicators: Leads collected, meetings held, cards scanned, social engagement Track Lagging Indicators: Leads → Opportunities → Customers → Revenue
For comprehensive playbook including:
User Input:
"Help me write a pre-event investor email for CES"
Expected Output:
Subject: CES 2026 - [Your Company]: [Your Key Metric]
Hi [First Name],
I'm [Your Name], founder of [Your Company] — [one-sentence value prop].
I noticed your investment in [portfolio company] and thesis around [relevant area]. We're solving a similar problem for [your space].
Quick traction:
• [Key revenue/growth metric]
• Clients: [Notable customer 1], [Notable customer 2]
• [Recent award or milestone]
I'll be at CES [dates] and would love 15 minutes. Would [specific date/time] work?
[Calendly link]
Best,
[Your Name]
---
Character count: ~500 ✓
Key elements: One-liner, thesis fit, 3 traction bullets, specific time ask
User Input:
"I met a VC at CES yesterday, help me write a follow-up"
Response Pattern:
User Input:
"CES is 3 weeks away, help me plan my meeting strategy"
Expected Output:
## CES Meeting Strategy (3 Weeks Out)
### Week 1: Target Building
| Tier | Targets | Action |
|------|---------|--------|
| Tier 1 | 5 high-fit VCs | LinkedIn research + warm intro requests |
| Tier 2 | 10 strategic customers | Cold email via Brella |
| Tier 3 | 15 peer founders | DM on Twitter |
### Week 2: Outreach Execution
- Day 1-2: Send all Tier 1 warm intro requests
- Day 3-4: Cold emails to Tier 2 (use Brella in-app messaging)
- Day 5-7: Follow up on non-responses
### Week 3: Confirmation & Prep
- Confirm all meetings in calendar
- Prepare offline demo (3 versions: 60s, 3min, 10min)
- Print 50 one-pagers with QR code
- RSVP to 3-5 unofficial evening events
### Target Outcome
- 8-12 confirmed meetings before landing
- 3-5 evening event RSVPs
- All materials ready offline
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Remember: 90% of Brella meetings are booked before the event. The work is NOW.
ZIP package — ready to use