Investors back online EventSneaker tool

An enterprising trio of event organisers, backed with investment from Rivers Capital, has come up with a slick method for managing ticket sales, event guests and promotions, without the menace of spam

Elliott Perry and Mark Stephenson of EventSneaker
Elliott Perry and Mark Stephenson of EventSneaker

An enterprising trio of event organisers, backed with investment from Rivers Capital, has come up with a slick method for managing ticket sales, event guests and promotions, without the menace of spam.

Developed in Middlesbrough by entrepreneurs Elliott Perry, Mark Stephenson and Richard Baister, the online tool, EventSneaker, is designed to improve co-ordination, analysis and communication for everyone working in events organisation.

Poorly co-ordinated and collaborated event mail can be a bugbear for organisers and attendees and can lead to a lot of money being wasted. The EventSneaker team say they see their tool as the eagerly-awaited key to unlocking online event management potential.

Until now, promoters have lacked an automated sorting mechanism to sift out invitees on their mailing lists who have already accepted or purchased tickets, resulting in embarrassing re-invites, or worse, reissued discount codes.

EventSneaker, which helps bridge the gap between ticketing platforms, outgoing mail, advertising and social media, however, provides a colourful service with a simplified central dashboard for managing all purchases and communications.

The team behind it, who recognise creating spam is not only ineffective but can have a detrimental impact on an organisation’s image, have created a striking sneaker icon for the service, which can be accessed via tablets and mobile phones.

The venture is being back by Newcastle-based venture capital firm Rivers Capital Partners, which is investing in it through the £7.5m North East Angel Fund, part of the Finance for Business North East suite of funds aimed at start-ups and existing businesses with growth potential.

Michael Dickens, from the company, said: “This is yet another innovative, well-targeted and exciting business growing in the North East. Rivers Capital offer early-stage investment for entrepreneurial hopefuls, as part of a diverse and determined enterprising culture in the North East.

“The fund managers offer a wealth of entrepreneurial experience in the field and their recent investment with EventSneaker is set to ensure that the comprehensive event tool is exercised with total financial security, providing for large-scale, online success.

“The EventSneaker team have highlighted the true importance of carefully-directed and coordinated marketing for enhanced engagement and higher ticket sales. For event promoters caught in a Catch-22 of inherently defunct and disjointed ticket invite and purchase systems, EventSneaker’s centralised event dashboard helps the organiser begin to understand the immense value of data.

“With a quick and simple subscription to a software package which captures, rationalises and presents this data, it gives the most perceptive event organisers a chance to be miles ahead.”

Finance for Business North East is a £125m publicly-backed venture capital fund that will support up to 850 small and medium sized companies, with the aim of creating more than 5,000 jobs. The fund is backed by the European Investment Bank, the European Regional Development Fund 2007-2013 and the British Government.

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