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Traction: A Startup Guide to Getting Customers by Justin Mares, Gabriel Weinberg

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CHAPTER 21

Trade Shows

Trade shows are a chance for companies to show off their products in person. These events are often exclusive to industry insiders, and are designed to foster interactions between vendors and their prospects.

Early on, you can use this traction channel to build interest in (and demand for) what you’re building. As you get more established, you can use trade shows as an opportunity to make a major announcement, sell big clients, seal a partnership or as an integral part of your sales funnel.

We interviewed Brian Riley of SlidePad Technologies, the company behind the SlidePad bike brake. His startup has used trade shows to gain traction at every phase, from pre-product to a major distribution deal with a large bike manufacturer. ...

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