How We Decide to Join Events
Our framework for evaluating and committing to events
Events take real resources: budget, energy, and time we could spend building. So we built a framework to make the decision simple and consistent.
The Claude Event Decider
Before anything else: we have a Claude-powered tool that helps you run through this framework in seconds. When you're evaluating an event, open the Event Attendee Decision Maker project and copy the event. It'll tell you whether the event passes our criteria and what type of participation makes sense.
It's not magic. It's this document, automated. Use it.
Guiding Principles
- Time is the real cost: Even free events aren't free. They cost preparation, travel, and focus.
- We don't go to see how it is: Every event we attend needs a clear reason to be there.
- No immediate yes: We never commit on the spot. Every event request gets 48 hours.
Event Types
We have six participation types — four external, two internal.
| Type | Min. Lead Time |
|---|---|
| Organize — We run the show | 3 months |
| Sponsor + Speak — We only sponsor if we get a stage | 6 weeks |
| Attend (Travel) — Worth flying for | 6 weeks |
| Attend (In-city) — Istanbul or Barcelona | 3 weeks |
| Founder Meetup (internal) | 6 weeks |
| Team Meetup (internal) | 3 months |
The Audience Test
This is the most important filter. Ask these questions honestly.
Physical events — 3 out of 3 must be yes
- 30%+ of attendees could buy Hardal or directly refer a buyer
- We can build relationships in the EU
- We can leave with a minimum of 5 qualified leads
Travel Rule
If we don't have at least 5 leads lined up before departure, we don't travel. Simple as that.
How We Measure Success
After every event, we track four things:
- Qualified Conversations — Did we talk to the right people?
- Follow-ups Booked — How many people's interest did we capture?
- Pipeline Generated — How many new leads came from this?
- Sales Made — Did we make more than we spent?
Acceptable CPL: Cost per qualified lead should stay under €500.
Formula: Total event cost ÷ number of qualified leads = CPQL
Example: €3,000 sponsor event ÷ 6 qualified leads = €500 CPQL ✓
The 30-Day Review
30 days after every event, we ask one question: Could this pipeline have been generated with paid ads for the same cost?
If the answer is yes, we don't go again.
Event Calendar
See all planned events here.