From January 5 to 8, 2023, 100,000 visitors from 174 countries are expected in Las Vegas for CES. Of the 2,200 exhibitors, France should have about 200 startups, according to the calculations of Fabrice Marsella, general manager of Village by CA, who will be on site with four startups and a delegation of about fifteen representatives from major groups.
While the show still attracts technology and innovation enthusiasts from around the world — with the exception of the Chinese, who still have limited travel — it’s a long way from back to pre-pandemic numbers. In 2020, CES welcomed 170,000 visitors, while concerns about the health situation already pointed to China.
“Business First”
This year the economic situation has also changed, with inflation and less abundant capital on the part of start-ups, encouraged by their investors to be more frugal: “Startups going to Las Vegas this year are more into a ROI approach: if they go there it is because they have no other choice and the show is essential to their development”notes Fabrice Marsella, who also underlines the emergence of ecological problems, which invite more and more entrepreneurs to question this type of travel.
Benoit Rivollet, Director of Innovation and Technologies at In Extenso Innovation Croissance,
a company that supports companies with their financing and their strategies in the field of innovation and sustainable development makes a similar comment: this year, the objective of start-ups is mainly commercial. Among his clients and partners, he has identified a dozen startups that will make the trip to Las Vegas: “the first motivation that emerges is to look for partners locally, to do business quickly or to make the first contacts that will enable later business”.
“The main spin-offs, if any, are business, but provided the start-up falls well within the show’s editorial line. And that does not mean that the order forms are signed on the spot: the CES makes it possible to make a first contact”however, Fabrice Marsella tempers.
A first contact with American funds
This ‘business-first’ approach contrasts with the pre-covid years, in which a presence at the fair was mainly synonymous with visibility and communication, including with the French market. For Benoit Rivollet, this is still a problem for startups making the journey, but it has been relegated to the background: “We are also going to Las Vegas to be visible in France. But also because we have easier access to the interesting contacts of French companies on the spot”.
Here’s the paradox: on the other side of the world, journalists, open innovation managers and large group decision makers are sometimes more accessible than in France. What about investors, French or foreign? For Village by CA’s manager, the show doesn’t seem conducive to seeking funding, yet Benoit Rivollet plans to
take the opportunity to contact North American Funds: “On tickets of 5 to 10 million euros, French start-ups may have easier access to American funds. By attending CES you can take the temperature for the next roadshow »he believes.
Maximize the impact of its presence on the site
To get the most out of the show, Fabrice Marsella also advises entrepreneurs not to limit themselves to the role of exhibitor. After all, CES is also an ideal place to monitor or identify suppliers for “hardware” companies. “The best thing is to be on the field with three people, to be able to take turns on the stand and to take advantage of everything around”he explains, citing in particular the early morning pitch competitions and post-show networking events.
His final advice? “Don’t wait for people to come to your stand: being passive is the best way to make your investment unprofitable. One trick is to hire American students: they are very good at attracting people and presenting a first pitch”.
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