Build, Advance, Sustain, and Elevate at BASE Conference
Image source: BASE Conference
I’d like to introduce you to our newest partner, BASE Conference, an international conference and community connecting business owners, experts, and decision-makers to support them to grow their business sustainably.
I met Veronica, its co-founder a few months ago and after attending one of her online networking events we got to chatting about how we should collaborate to help each other grow. Which means, we both strive to be zebra companies. Don’t worry, I had no idea what that meant either. Then I learned more about BASE Conference and the types of companies and founders who attend.
Read on to find out what you can expect from this year’s BASE Conference and the difference between unicorn and zebra scale-ups. Be sure to read through so you can take advantage of the special offer for event tickets at the very end.
Hustle Amsterdam (HA): Tell us about the BASE Conference? What is it and why did you start it?
Base Conference (BC): BASE Conference was started as a “passion project.” Both Lana and I are growing our companies and we were missing a community to share our experiences with, learn from, and grow with. So we decided to start BASE and invite people in the same stage of growth as us to join.
In less than two years, BASE became a hub where entrepreneurs come to share, learn, and do business.
HA: This year, the theme is humanizing business beyond profit. What does that mean to you?
BC: The theme Humanizing Business Beyond Profit came from our observations on the difference between scale-ups who are profitable and scale-ups who are profitable and impactful. Our observations led us to this deep desire to amplify businesses who are growing not only on numbers but also on the depth of their impact on those they are serving. This theme was decided before the pandemic and now, more than ever, there is a need to emphasize businesses that are human-centric.
HA: You mention the 4 pillars to scale up successfully. Tell us more about each and how BASE helps scale-ups integrate each?
BC: BASE stands for Build, Advance, Sustain, and Elevate. Here’s what each means to us:
Build is all about your company culture, your people, how to be a leader and motivate your team and the relationships you have with them.
Advance is about marketing and sales. When you scale up you need to focus on expanding your market and/or launching new services or products.
Sustain stands for growing your revenue in a sustainable way.
Elevate is all about innovation and how you use it to grow your company.
HA: The BASE Conference will take place online this year. Has that presented any new opportunities or challenges?
BC: Having the conference as an online one is in itself a challenge for us. Fortunately, both Lana and I have vast experience in working online so the transition is not that massive. Like any other first time experience, we are approaching this as a learning opportunity and hopefully, it’ll give us a great case study on how to pivot your face-to-face events online.
In terms of opportunities, it makes it easier for us to bring bigger names as speaks, as well as more internationals.
HA: You mention BASE’s focus on“zebra” versus “unicorn” scale-ups — tell us more!
BC: The term Zebra company was introduced to me by Lana. She happened to meet Zebras Unite co-founders Mara Zepeda and Jennifer Brandel at a community leader summit. Enthralled by the zebras unite philosophy, Lana shared their philosophy and I totally resonated with it. We realized that this is what we are referring to as scale-ups.
To state the obvious, zebras are real, unlike unicorns, that a lot of companies are pinning for. Zebras are also black and white — they are profitable and improve society. It isn't one or the other, both are valued and go hand in hand with the company activities. Zebras are also mutualistic. They protect and preserve one another. Zebra companies understand the importance of collaboration and strategic partnerships. Unlike unicorns who focus on competition and win and lose perspective, zebra companies are participatory, win-win, and cooperative.
HA: What can BASE Conference attendees expect from speakers this year?
BC: We have a great mixture of international speakers with a large experience in scale-ing up. Because the 2020 edition is online, we will focus on workshops. At the end of the conference, the attendees will have something concrete they can implement immediately.
For example, we have two scale-up experts from the US and UK each hosting a workshop about how to scale your company; marketing & planning workshop, community building, public speaking, innovation & creativity, and the list goes on.
Also, each attendee will get a free copy of the second edition of the “Scale from the BASE Up: Humanizing Business” e-book.
Image source: BASE Conference
HA: Anything else you’d like to add?
BC: Do join us for the BASE Conference 2020 and let's continue the dialogue on what humanizing businesses beyond profit means.
For Hustle Amsterdam readers we are giving 10% off BASE Conference tickets. Use the discount code HustleAmsterdam when you buy your tickets here.
