• InitLive - Alyssa Lancefield

    1. Tell us about your product and who your target audience is.

    InitLive takes a mobile-first approach to managing the most mobile of event resources - the team on the ground.  The cloud-based system includes a web service and a free mobile device app.  InitLive equips event planners, event staff and volunteers with a real-time communication system and a comprehensive scheduling service.  The tool improves the end-to-end experience for the team, and by extension, event attendees and sponsors.  It reduces set up time, keeps event planners organized and increases staff communication, creating an overall safer event space.


    2. What made you enter the awards and what did you envisage the benefits being as part of the Innovation Zone’s Top Ten? 

    Any new start-up is looking for ways to get their brand known and most do not have a large budget for shows.  We entered the awards because we knew that if we did we would have a great opportunity for press coverage and to meet potential customers without the large costs associated with buying booth-space.  We also saw it as a great networking experience.


    3. What has / have been the biggest benefit/s to your business as a result of being part of the Innovation Zone’s Top Ten at ibtm world? 

    We had a great amount of press coverage which was good for brand recognition.  We also met some great people, building up our network and customer base.  We now have great relationships with many of the industry influencers.


    4. What changes to your business have occurred since being part of the Innovation Zone’s Top Ten at ibtm world?

    Some changes to the business include a new pricing model, many great new features and a ramp-up of our sales and marketing efforts.  One of our biggest successes was managing to land Ottawa 2017 as a customer.  It is Canada’s 150th birthday this year, Ottawa is the capital of the country, so there are many events happening in the city, and they are all using InitLive to manage the staff and volunteers.


    5. What advice can you provide to a company to help them maximise being part of the Innovation Zone’s Top Ten at ibtm world?

    Get to know the organizers, the judges, your fellow zone members.  If you can send two people, make sure one is walking around the show while the other is in the booth (this also helps with food breaks).  Take advantage of any interviews you are offered.  We attended the Fresh dinner which was great for networking.  Wear comfortable shoes – the venue is ginormous.


    6. What advice can you provide to a company that wants to launch a product to the MICE industry?

    Your product must solve a customer’s pain-point, and not just be a nice-to-have.  Do your homework, and talk to as many potential customers as you can.  After that, it takes a lot of work to get your product known in the industry.  Just because you have a great tool that helps people does not guarantee sales.  First, people have to know you exist, then find you, and if they do find you, you have to convince them within the first few minutes that you are worth more time.  Marketing is a key component (social, content, paid, campaign). 


    7. What advice would you give to this year’s applicants to be successful?

    Make sure that you explain what benefits your product supplies to your customers, preferably with numbers (for example # hours saved or %increase in x).  Stories/examples of these also help. We would do it again given the chance, and since we won the Technology and Innovation Watch Award I don’t think we would do anything differently!


    Outside of the innovation zone, what were the benefits of attending / having a presence at ibtm world?

    Networking.  Meeting people from the industry.   Learning about other technologies.  Brand recognition.  Getting to know the other companies – we are still in touch with many of the ones we met at the show.


    Summarise your Innovation Zone experience in 3 words.

    Networking, Exposure, Contacts.

  • Need more information?

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