Effectuation Chronicle #24: ATAWA, The Event Revolution

February 20, 2019

“We must consider that all the events that happen to us are happy events,” says playwright Sacha Guitry. Easier said than done. The entire success of the event you have been planning for months now rests on the shoulders of your service providers. A delay in delivery, a misunderstanding or misunderstanding… and the drama happens. Your event is over and you don’t know who to contact anymore.

In a nutshell. No room for hazards.

It all started with Aymeric and Maxime, an entrepreneur and a financier, who are getting into the event business. They start from a simple observation: to organize an event, it is necessary to call upon a multitude of service providers that must be managed individually and independently.

ATAWA does not leave room for hazards thanks to its event infrastructure service. The infrastructure includes: tents, exhibition stands, furniture, lighting, sound systems, sanitary facilities, decoration and energy needs. The start-up centralizes all your infrastructure needs and becomes your unique intermediary.

The problem. fragmentation of actors and guaranteed frustration.

With a few phone calls to friends who are event project managers, Aymeric and Maxime understand that there is a systematic frustration between clients and event providers, especially when it comes to renting event structures and equipment.

In the event ecosystem, the problem is twofold. On the one hand, the average customer, who has never ordered tents or sanitary facilities, is confused. Especially since this environment is governed by a multitude of SMEs with very heterogeneous skills and prices. On the other hand, providers communicate little effectively about their offers. “Their sites are not clear, they are not good commercial and there are no guarantees as to customer satisfaction,” says Aymeric. The consumer is therefore lost, and the right service provider is drowned in the mass. And quickly an economic phenomenon of anti-selection resulting from information asymmetries appears, such as the second-hand car market modelled in the 1970s by Nobel Akerlof in his article “The Market for “Lemons”.

The idea. One stone, two shots.

A solution for two problems: on the one hand, to help SMEs offering event infrastructure rental services to increase their business volume, and on the other hand to support, advise and select the best partners for their clients. Unlike a marketplace, ATAWA does not seek to relieve itself of its responsibility. On the contrary, the start-up is positioned as a brand in its own right, responsible for the smooth running of the event and the satisfaction of its customers.

Article to be found in full on Forbes.