Inside Slush 2024 – A Founder’s Experience
In November, Doctor Clare Ryan, Founder and CEO of ITUS Secure Technologies, attended Slush 2024 in Helsinki for the first time. As part of her journey through the startup landscape, Clare shares her experience at one of the world’s most renowned tech events. From seamless matchmaking with investors to Helsinki’s efficient public transport and vibrant side events, this round-up offers a glimpse into what makes Slush an unmissable opportunity for early-stage founders.
Read on for Clare’s insights and key takeaways from her time at Slush.
When I first heard about Slush, the world-renowned startup event held annually in Helsinki, I knew it was a must-attend. As a pre-seed founder, navigating the startup world is as exhilarating as it is challenging, and Slush seemed like the perfect opportunity to meet like-minded individuals, network with investors, and immerse myself in innovation. Now, having just returned from my first trip, I can confidently say: it delivered on every front. With more than 5,000 start-ups and more than 3,000 investors attending Slush, it’s easy to feel overwhelmed when you first think about joining the conference. I certainly did; but there really was no need to feel that way. Here’s a breakdown of my experience.
The Signup Process: A Seamless Start
Unlike other events created to connect start-ups with the wider ecosystem where attendees simply ‘book and pay for’ a ticket, Slush is hyper focused on the start-up itself. There is a registration step and approval process before a start-up can even purchase a ticket. This pre-validation step results in a unique experience for founders without the distraction of noise from the wider ecosystem. Once approved by the Slush team, the registration process for Slush 2024 was as smooth as you’d expect from a tech-centric event. The online platform guided me through ticket selection, profile creation, and access to matchmaking tools. What stood out was how intuitive everything was. The system encouraged me to optimise my profile, helping potential investors and collaborators get a clear sense of who I am and what my startup offers.
The ability to access Slush’s matchmaking tool even before stepping foot in Helsinki gave me a head start. By the time I arrived, I had several meetings with investors already lined up. Investors including VC funds and Angels had also taken the time to optimise their profile which meant I could use my time to meet with investors at the right stage for our next round, so my calendar quickly filled up.
Travel in Finland: A Lesson in Efficiency
The conference is held near Helsinki which is well served by the Helsinki-Vantaa Airport, an international airport which accommodates a range of airlines. Arriving in Finland was an experience in itself. From the airport, the city centre was just a 30-minute train ride away using either the P or I train. Public transport in Helsinki deserves its reputation for efficiency. I opted for an all-day ticket costing €9 that allowed me unlimited access to trams, buses, and the metro. I’d recommend downloaded the HSL app for public transport on your phone to enable ease of purchase for tickets, timetables etc. Navigating the city was a breeze, with transport punctual and reliable.
Food, Culture, and Side Events: A Feast for the Senses
Beyond the event itself, Helsinki offered an incredible cultural backdrop. Finnish cuisine was a delightful discovery – think hearty salmon soups, rye bread, and indulgent cinnamon buns (korvapuusti). One of my food highlights was the reindeer at Restaurant KUU- highly recommended. The food stalls at Slush also catered to diverse palates, offering vegan and sustainable options that reflected the country’s eco-conscious mindset. Coffee at the conference is free, with numerous coffee and water stations dotted throughout the venue. I was really impressed by the waste collection areas within the conference (I know, it seems strange to highlight this). Be prepared to separate any waste you have into recyclable and biowaste, and return your dirty dishes to a central station. In reality, the result was there was simply no discarded food on tables, seats or the floor areas, which should be applauded given the vast number of attendees.
The side events around Slush were numerous and equally impressive. From startup after-parties to themed networking dinners, the city buzzed with energy. These side events provided a more relaxed setting to connect with other founders and share stories over a Finnish craft beer (sold in 0.5L and not pints 😉) or a traditional long drink. As a founder, take some time to review which side events you would like to attend, remembering that some events are ‘invite only’. Events usually fill-up quickly, so be sure to secure your place early. I’d recommend that beach party during Founder Day (remember to bring your beach sliders), The Start-Up Europe networking event (held in Molly Malones this year) and the Backed VC party.
The Slush Venue: A Startup Wonderland
The venue itself was a marvel. Held in the Messukeskus Expo and Convention Centre, the event was a masterclass in organisation. Despite the sheer volume of attendees, movement within the venue felt fluid, with ample space to roam between stages, booths, and meeting areas. The organisers ensured that there were an army of volunteers stationed throughout the venue to provide directions and general guidance for the attendees. The efficiency within the meeting area was a particular highlight. Meeting tables were numbered clearly with large schematic maps to help you find your designated area. Equally well organised with the baggage storage and cloakrooms (where you can easily store your snow boots during the conference 😉)
The attention to detail was striking: recycling stations were prominent and well-organised, reflecting Finland’s commitment to sustainability. Catering was exceptional, with a focus on quality and variety, ensuring we stayed energised throughout the day. There were numerous water stations with free coffee stations scattered throughout the venue.
The venue’s layout made it easy to navigate between talks, exhibitions, and networking spaces without ever feeling overwhelmed. Even the lighting – dim but atmospheric – felt designed to keep attendees alert yet comfortable. Despite the huge numbers of attendees, conversations were clearly audible, with many busy founders hosting various Teams and Zoom calls during the event.
Matchmaking with Investors: The Crown Jewel of Slush
As a pre-seed founder, connecting with investors was my top priority, and the matchmaking process was flawless. The designated meeting zones were thoughtfully arranged, with numbered meeting booths and clear mapping, ensuring that it was quick and easy to locate investor matches and allowing for productive conversations.
I was struck by the willingness of investors to meet startups at every stage. Despite our early-stage status, I had meaningful discussions with individuals genuinely interested in learning about our vision and offering guidance. The Slush platform’s smart algorithm ensured that these connections were highly relevant, making every meeting count. I’d recommend using the Slush app in advance of the conference to arrange meetings and follow up on LinkedIn where possible to ensure maximum conversation rate. On average, start-up founders can expect to have between 8-12 meetings with investors secured during the conference.
Final Thoughts: More Than Just an Event
Attending Slush 2024 was an unforgettable experience. It wasn’t just about pitching to investors or soaking in the latest tech trends; it was about being part of a vibrant ecosystem of dreamers, doers, and disruptors.
For any founder considering Slush, I can wholeheartedly recommend it. The event is meticulously organised, the people are inspiring, and the opportunities to grow – both personally and professionally – are unparalleled. I’d actively encourage more people in the investment ecosystem to also attend. It was refreshing to absorb different approaches to valuations, what traction looks like and funding requirements from conversations with other international founders and funders.
Slush is more than just an event; it’s a movement. And for this first-time attendee, it was the perfect launchpad to take our startup to the next level. Pre-registration for #Slush2025 is now open, so if you are a startup founder planning a visit, I’d recommend signing up as soon as possible as the event regularly sells out (https://slush.org/pre-register/).