Event-Based Entrepreneurship

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The Rise of Event-Based Entrepreneurship

Executive Summary

While traditional entrepreneurship often focuses on enduring products or services, Event-Based Entrepreneurship (EBE) centres on the creation and delivery of time-bound experiences. From global sports competitions to niche music festivals, EBE represents a unique entrepreneurial process where the "opportunity" has a clear expiration date. This post explores how EBE differs from traditional models through its reliance on temporary organizational forms and stakeholder orchestration.

What is Event-Based Entrepreneurship?

Event-based entrepreneurship is a distinct variant of the entrepreneurial journey. Unlike a software startup or a retail shop, an event-based venture is built around a temporary occasion. The core value proposition is the experience itself rather than a physical commodity.

Key distinguishing features of EBE include:

  • Time-Bound Nature: The venture must peak at a specific moment in time.
  • Experience-Centric: Success is measured by the quality of the delivery and the memory created for participants.
  • Intense Orchestration: Founders must manage a complex web of stakeholders (vendors, performers, local government) for a short, high-stakes window.

The scaling of EBE is also unique. If the first iteration is successful, the venture scales not by selling "more" units simultaneously, but through repeated cycles or by expanding the platform to new locations.

Example: The Pop-Up Tech Conference

Imagine an entrepreneur identifies a gap in "AI Ethics" discussions in Waterloo. Instead of building a permanent consulting firm, they launch the "Waterloo AI Summit 2026."

The "founding" phase involves securing a venue for one weekend, booking speakers, and selling tickets. The venture's entire revenue and reputation are staked on those 48 hours. If successful, the "scaling" happens by announcing the 2027 summit or licensing the "Summit" brand to other cities.

Founding and Scaling

Research into EBE leverages three primary theoretical pillars:

  1. Temporary Organizational Forms: Understanding how teams assemble and disband quickly.
  2. Stakeholder Theory: Managing the diverse interests of everyone from attendees to sponsors.
  3. Platform Strategy: Viewing the event as a marketplace that connects different groups.

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