It’s that time of year again, DEMO 08 kicks off this coming Monday1/28… As DEMOfall 07 Alumnae, DEMO will always hold a special place in my heart. For those of you that don’t know, Fluid Innovation had the distinct honor to be selected from among the hundreds of applicants to launch Virtual Ventures, our online intellectual property marketplace (thanks to all our family, friends, clients and supporters that made our launch such a huge success!). There are only 70 demonstrators selected to launch so it really is a major accomplishment.

What a fabulous experience! First of all, it was held in San Diego at the Marina Sheraton – what a beautiful city, it doesn’t get much better. The atmosphere was so exciting — nervous energy filled the air — but it was good energy. In every corner you could see demonstrators rehearsing their presentations; some nervously pacing, others brimming with confidence and excitement. We were all so proud just to be there!

Let me provide some background re DEMO for those that are new to the start-up world. Here’s a quote from their site, “Every success story has a starting point…for 2,460 technologies, that place was DEMO.”

That about sums it up. DEMO has long running been the premier launch pad for emerging technologies. What’s hip, what’s wow, what’s now, and what’s hot…That’s what you’ll find at a DEMO conference. As the name implies, each company is provided with an opportunity to demo their product live on-stage to a very influential audience. You may have never heard of the majority of invitees selected to launch – yet some go on to become household names. For example, Skype, SquareTrade, ETrade, the Palm Pilot, TiVo - and VMWare’s been invited twice to show off their virtual machines! (major kudos!) and the list goes on… Big guys like Yahoo and AOL have also launched products there, but I’m not as impressed when giant corporations with mega R&D funding create something innovative. It’s a great accomplishment and I’m all for innovation, but there is just nothing as inspiring as to see a little self-funded guy/ gal with a great idea make it big – it’s so the American dream!

Speaking of funding, another key element is the DEMO Audience, made up largely of VC’s/ investors with a sprinkling of media for good measure. Now, if that doesn’t make a start-up company all warm and tingly, nothing will. Funding opportunities and free press, what’s not to like? But, I can’t forget the demonstrators. The exhibit hall was almost better than the actual demos (which were awesome). What a great group of people, so much genius and talent in one room - and really nice, too. Everyone was really friendly and the DEMO staff couldn’t have been more helpful.

As for the demonstrators, I mentioned above that we were “selected” to launch. No amount of money can get you a slot in this show. You have to prove your worthiness. The process?Go to the site, register, fill out an application, and cross your fingers while Executive producer, Chris Shipley and her team of technology experts rigorously scrutinize every application and hand-pick the 70 best and brightest new tech ideas. If you are selected, you will receive an invitation to attend. Needless to say, this is what makes DEMO such a privileged opportunity. 

Once you’ve been accepted there are a few rules. To launch at DEMO means just that. You unveil your product to the public and launch live at the show. It’s all very clandestine. You have been given this great opportunity and you can’t tell anyone. We could conduct business, but absolutely no talking to the press, and no telling anyone you’ve been invited. This is serious. If you violate this agreement you are out. But, this is also what creates such anticipation and interest for the investors and media.

The format of the presentation itself is very innovative. You get SIX minutes to present your product to a room full of highly sought-after media and investors. So not only is this a rare opportunity, but you only have six minutes to make an impression on a most important audience. They are really strict about the time as well – if you go over the limit you lose points and the chance to be a DEMO God! This is the coveted award of distinction presented to the most elite demonstrators that rise above the fray and make the most compelling and entertaining use of their six minutes. Although all the DEMO God recipients did an outstanding job, my personal favorite has to be LongJump. Pankaj and Derek were hilarious and Pankaj, what an amazing ball of energy! 

Needless to say, it was a fantastic opportunity for our company. As a result, we have really grown and fine-tuned our concept. Check back for DEMO Part Two where I’ll dish on life after DEMO!