Event GTM Playbook

Conference ROI is 80% determined by pre-event preparation. This skill provides the complete framework for maximizing conference attendance as a solo founder.

Core Framework: BDA (Before-During-After)

BEFORE (6-4 weeks out) — Where 80% of value is created

Week 6-5: Target Building

• Build tiered target lists: Tier 1 (high-fit investors, key customers, press), Tier 2 (secondary VCs, partners), Tier 3 (peer founders)
• Use LinkedIn Sales Navigator + Crunchbase for investor thesis matching
• Register in event app immediately, complete profile, mark all interests

Week 4-3: Outreach Execution

• Cold investor emails (under 200 words, lead with traction)
• Press outreach with embargoed materials (3-4 weeks before event)
• Book meetings through conference app (90% are booked pre-event)

Week 2-1: Materials & Logistics

• Three pitch versions: 60-second, 3-minute, 10-minute
• Deck in mobile/offline format (WiFi always fails)
• One-pager with QR code to calendar
• RSVP to unofficial parties (where real deals happen)

DURING — Execution & Capture

Daily Structure for Solo Founders

• Morning (9-11am): High-priority investor meetings (peak cognitive energy)
• Midday (12-2pm): Strategic networking lunches
• Afternoon (2-4pm): Press, customer meetings, booth time
• Evening (5pm+): Unofficial events, dinners (NEVER skip these)

Max 4-6 quality meetings per day — account for 20-30 min gaps between meetings.

Real-Time Capture System

1. Photo business card immediately
2. Voice memo: who, what discussed, next step
3. Mark hot leads with specific system (separate pocket, star)
4. Send yourself text/email with quick notes

Content Capture

• 2-3 Stories per day, 1 feed post per day
• Booth setup, demos in action, selfies with speakers
• Use event hashtags on all posts

AFTER (24-72 hours) — Where value is converted

Follow-up Timing (response drops 50% after 72 hours)

• HOT leads: Same day or within 24 hours
• WARM leads: 24-48 hours
• COLD leads: 48-72 hours

Critical Rule: Reference specific conversation points in every follow-up.

Quick Reference: Email Templates

Pre-Event Investor Outreach

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]

Post-Event Investor Follow-up

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.

Post-Event Customer Follow-up

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]

60-Second Pitch Structure

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?")

Lead Scoring System

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

Energy Management (Multi-Day Events)

• Walk 15,000+ steps/day — wear broken-in shoes, bring backup pair
• Hydration: 2-4 liters minimum (coffee/alcohol dehydrate)
• Voice care: 10-min breaks after 60 min talking, warm tea with honey
• Never retreat to hotel between day and evening sessions

ROI Calculation

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

Detailed Resources

For comprehensive playbook including:

• Conference-specific logistics and strategies
• Platform-specific content strategies (Twitter, LinkedIn)
• Case studies (Dropbox TC50, Carbonhound Web Summit)
• Common mistakes to avoid
• 6-week action timeline

See: references/playbook.md

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Input/Output Examples

Example 1: Pre-Event Outreach Email

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]

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Character count: ~500 ✓
Key elements: One-liner, thesis fit, 3 traction bullets, specific time ask

Example 2: Post-Event Follow-up

User Input:

"I met a VC at CES yesterday, help me write a follow-up"

Response Pattern:

1. Ask: "What specific topics did you discuss? What was their focus area? Was there a discussed next step?"
2. Generate personalized follow-up based on answers

Example 3: Meeting Scheduling Strategy

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.