Unless you’ve been living under a rock for the past few days, you’ll have seen that the Tour de France, the world’s biggest annual sporting event, visited the UK. From the Grand Départ (race start) in Leeds on Saturday to the final British stage from Cambridge to London on Monday, the race has been typified by enormous support, with an estimated six million people turning out to watch at the roadside.
Putting that in context the normal total number of spectators for the entire, three week event is 12 million people. Riders described the noise levels at the roadside as ‘like being in a disco’, with climbs in the Yorkshire Dales resembling Alpe D’Huez when it came to the number of spectators. Even the normally insouciant French admitted it was the biggest start to the event ever.
I was one of the six million spectators, on both the Yorkshire stages and as a Tour Maker volunteer marshal in Cambridge and am still reeling from the exhilaration of the experience, with a sore throat from the shouting.
What makes the success even more amazing is the ratio of waiting to watching. The speed of the race means that the bunch tends to be past in less than a minute – even spread out on a climb it is less than 15-20 minutes for the final stragglers to come through. Yet people were in place the day before on climbs and 5 hours ahead of the race coming through on the flat. As someone pointed out to me, at 2 hours, the gap between the publicity caravan and the cyclists themselves was longer than a football match.
What makes people, many of whom had no interest in cycling, turn out in their millions and give up their time? And, what can marketers learn from the event’s success? I’d distil it into six characteristics:
1 Ownership and Pride
From the very start, the Grand Départ was billed as Yorkshire’s chance to shine, with the chance for God’s own country to show the world what it was capable of. This spurred a frenzy of creative ideas, from knitting miles of coloured jersey bunting to painting houses, people and sheep in tour colours. Every community wanted to outdo its neighbour in a friendly, but very serious rivalry. And this spread to the South as well – events and decorations in Cambridge and Essex stepped up a gear as they were determined to rival Yorkshire.
I saw thousands of people on bikes around the stages – and importantly you could cycle on the roads for hours before the race came through, and immediately afterwards. And the bikes (and cyclists) came in all shapes and sizes – from ultra light carbon machines piloted by whippet-thin athletes to shoppers and standard bikes with enormous child carrying trailers. There may have been too much Lycra on display, but it really felt that everyone could take part without being judged on their knowledge of rear sprockets or cycle computers.
3 Planning and providing something for everyone
Recognising that cycling itself wasn’t of interest to everyone, there was a huge range of activities around the tour. From French-themed markets to public art projects, the organisers used the Tour to stimulate a whole programme of activities that brought people together. It wasn’t just the preserve of big business either – from the smallest shop to the largest company, there were opportunities to get involved without spending megabucks to become an official partner. Even if the Tour was just a chance to have a party or visit one of the fan parks with big screens, you could enjoy yourself without travelling far. Planning was meticulous, even if the sheer number of people caused unexpected delays on trains, and all the relevant authorities worked well together to deliver the event.
4 Make it real
For generations reared on seeing sports stars at a distance, the Tour is a complete change. It comes to your town and the riders pass within centimetres of the crowd (admittedly leading to some incidents as spectators misjudged the amount of space needed by a charging peloton). You have the chance to get close to the stars, rather than simply seeing them on screen. From riders signing on before the stage to warming down by their team buses afterwards, the whole spectacle is public and accessible.
5 Not stopping after the event
Too many brands are focused on initial engagement, then treat customers as expendable. Like the Olympics, the idea of legacy was central to the Tour’s success in the UK. Before Saturday, Yorkshire was probably not known by many outside Great Britain. Now, thanks to the power of the TV coverage, it has been seen by billions of people around the world. Already Yorkshire has plans for a follow-up race, and has set out its ambition to be one of Europe’s cycling hotspots, boosting tourism and the economy. We’re in the midst of a massive growth in cycling in the UK, with its associated health benefits, and the Grand Depart will spur many more people to switch to two wheels.
6 Deliver a damn good show
There’s a reason the Tour de France is the biggest annual sporting event in the world – it is absolutely enormous. 198 riders, 440 vehicles in the race convoy, at least four helicopters, and a requirement for over 14,500 beds every night give you an idea of the scale of the thing. The publicity caravan alone takes around 45 minutes to pass any particular spot. People I talked to at the roadside were blown away by the spectacle, the noise, the sirens and the free stuff thrown from the caravan. Spectators really felt that they’d been part of something to remember – no mean feat given the time they’d spent by the roadside.
Marketers should take note from the success of Le Tour en Yorkshire (et Cambridge) and learn lessons on how they can create an equivalent buzz with customers going forward. And Lycra doesn’t need to be part of it………..
Governments across Europe are always obsessing about creating their own Silicon Valleys, rivals to California that will catapult their country/city to international tech prominence, create jobs and make them cool by association. As I’ve said before, this is partly because such talk is cheap – bung a few million pounds/euros into some accelerators, set up a co-working space near a university and you can make some tub-thumping speeches about investing in innovation.
Obviously there’s a lot more to creating a new Silicon Valley than that. So I was interested to read a recent EU survey of European ICT Hubs, which ranks activity across the region. It doesn’t just analyse start-up activity, but also factors such as university strength, external links and business growth. While Munich, East London and Paris top the table, (with Cambridge at the top of tier 2), what is interesting is the sheer number of hubs and their relative strengths, despite many being quite close to each other.
There is a European obsession with a single hub to take on Silicon Valley, but as Paul Stasse points out in this piece on Tech.EU, if you zoom out and centre your ‘hub’ on Brussels, a 400km radius will bring in the majority of the EU’s ICT hubs. So consequently you need to go beyond individual cities or regions to move to a larger scale view. After all, Silicon Valley itself is not a single place, but a collection of cities and towns, that spreads from San Francisco through the Santa Clara Valley. So, while the Santa Clara Valley is geographically 30 miles long and 15 miles wide, the actual area of ‘Silicon Valley’ itself is much bigger.
In that case, why can’t Europe create its own Silicon Valley encompassing multiple hubs? Or even Valleys within countries – it is around 60 miles from London to Cambridge, so it wouldn’t be a stretch to build the M11 Valley (though with a catchier name).
The trouble is, California has some pretty big advantages that have helped Silicon Valley grow. While entrepreneurs and programmers flock there from all around the world there’s one business language (English), one legal system and one predominant culture. Being part of the US gives immediate access to over 300 million people in a single market. Europe’s diversity is both a strength and a weakness – you can’t simply up sticks and move your company from, say, France to Belgium, with the same ease as from San Jose to Palo Alto.
In my opinion what is needed are three things:
1 Be more open
I’m as guilty as the next person, but individual hubs need to look outward more, rather than believing that success ends at the ring road. Only by encouraging conversation between hubs and idea sharing will innovation flourish.
2 Make movement easier
You are never going to change cultures, but the EU has a role to play in standardising the playing field when it comes to creating companies, harmonising legal systems and generally helping create a single market. That way entrepreneurs and companies can move more easily and collaborate, without having to duplicate bureaucracy or red tape.
3 Celebrate what we have
It is time to end the obsession with creating the new Silicon Valley. It isn’t going to happen. Instead, celebrate the ability Europe has to build multiple, interlinked hubs that play to our strengths, rather than bemoan our inability to spawn the next Facebook.
Silicon Valley, Europe may not happen but by supporting existing, successful clusters and hubs we can build a technology industry that can drive innovation, growth and jobs.
There can be a tendency in Cambridge to think that innovation ends at the city limits, and particularly that we’ve got the monopoly on tech startups in East Anglia.
Proof positive that this isn’t the case was on show last week at SyncNorwich, where more than 300 entrepreneurs, developers and members of the Norwich tech cluster talked about their diverse successes. This included market leaders such as FXhome, which produces special effects software for both Hollywood blockbusters and amateur filmmakers, Liftshare.com, the world’s most popular car sharing site and mobile interaction/payment firm Proxama. A whole host of newer startups, such as targeted mobile advertising company Kuoob, music community site SupaPass and educational software provider Wordwides (set up by a 16 year old) also talked about what they could offer.
There’s obviously been lots of activity in Norwich for quite a while (FXhome has been going for 10 years and Liftshare.com for 15), but what the evening did was give outside endorsement to the cluster. Mike Butcher from Tech Crunch came along and it gave everyone present belief that they were on the right road and that they should be shouting about it. In the days since, I’ve seen emails offering co-working spaces and there’s even a cluster name (Silicon Broads) being bandied about, along with a startup map.
Norwich isn’t the only cluster rising to prominence across Europe – the growth of cloud-based technologies, new agile development methodologies and a focus on entrepreneurship mean they are springing up everywhere. Some people see this as a bad thing – they point to the size of Silicon Valley and wonder how hundreds of disparate European cities can compete or scale. But as Butcher pointed out, the Valley has a 60 year head start and what is needed is to build bridges between the different hubs – after all takes 2 hours to drive from London to Norwich (or Cambridge), the same time to get from one end of Silicon Valley to the other.
What Europe needs to do is to use the nimbleness of having multiple centres to its advantage and turn disparateness into diversity. I’m reminded of the story of the ‘discovery’ of America. At the same time as Christopher Columbus was touting his plans around the courts of Europe, the Chinese Emperor was assembling a great fleet to explore the same area. Given the scale and backing put into the expedition it would have been likely that the first non-native settlers in the present day United States would have been Chinese, not European. However the Emperor died and his plans died with him – there was no alternative power that could take them on. In contrast Columbus, originally Genoese, travelled round Europe for years until he found a backer in the Spanish monarchy. The result? The world we know today.
So it is time that European startups (and political leaders) stopped dreaming of a single super hub that on its own can rival Silicon Valley. It’ll never happen and what we need to do is build bridges between the enormous variety of hubs across Europe. Making everyone aware of what is going on up the road (or further afield) is crucial to driving collaboration, unlocking opportunities and building a successful pan-European tech ecosystem that can break down barriers and silo working and deliver jobs and growth.
In a week that saw the publication of the long-awaited Cambridge Phenomenon book, celebrating 50 years of innovation in the area, some more sobering figures concerning continued investment have been published.
Research from tech-focused investment group Ascendant found that while generally VC investment is up in Q1 2012, money doesn’t seem to be coming to Cambridge. £307m was invested in tech companies in the UK and Ireland – with £188m going to London-based outfits, and £27m to Irish ones. Cambridge (and Oxford) saw very little new money.
While it can be misleading to generalise based on three months of data this could be a worrying trend as centralised government action to boost London’s Tech City draws potential funding (and talent) away from the Cambridge ecosystem. After all, as Rory Cellan-Jones points out in his BBC Blog, Cambridge has potentially a better chance of creating world-class tech companies than London as it has already developed an ecosystem with research at its heart to feed innovative ideas to the market. But investment funding for Cambridge is key – not just in ‘scientific’ spinouts such as Owlstone and ARM but the more internet-style businesses and the thriving cleantech sector that Cambridge also supports.
So how does Cambridge compete against the media-savvy Tech City community when it comes to gaining funding? I may be biased as a marketer, but really feel that public relations has a strong role to play. There is still a tendency amongst Cambridge startups to treat PR as an afterthought rather than an intrinsic part of how you create a company and drive its success. You need to know your audience and deliver the right message to it at the right time using language they understand to succeed. Otherwise the risk is that Cambridge will become seen solely as the domain of technical wizardry rather than as a driver of customer-focused innovation that leads the UK tech scene.
Last Saturday I was down at the London Startup Weekend, helping to mentor participants and hone their raw ideas into (hopefully) winning projects. Having been one of the organisers of the Cambridge Startup Weekend earlier in the year it was good to be see the event from another side (with a lot more sleep).
Firstly, a quick explanation of what the Startup Weekend concept entails. Essentially it is a 56 hour event that brings together people with ideas and skills to create some sort of application, product or business idea over the course of the weekend. People pitch their ideas on Friday evening, everyone votes on those they’d like to work on, groups form and they then frantically develop their projects ahead of judging on Sunday evening. The role of mentors is to provide encouragement, advice and occasionally a reality check.
Having now been to two Startup Weekends what conclusions have I come to? Here are five points that stood out for me:
Firstly the energy and enthusiasm of the participants never ceases to amaze me. These are people who believe in what they are doing, enjoying the experience and learning while they do it. While their current ideas might not make it, these are the entrepreneurs of the (near) future, which is heartening to see.
The range of ideas from both events was staggering, covering apps and websites from all sectors. I’d say there were more ‘physical’ services amongst the groups I talked to in London (such as lunch deliveries and pamper boxes for pregnant women/mothers), which is an interesting development from the normal software based businesses.
Scale – the Cambridge and London events were light years apart in size. Cambridge had around 110 participants, and London 200+. Due to space constraints London was split across two sites (Ravensbourne College next to the O2 Arena and Club Workspace in Clerkenwell). Obviously this meant more mixing between different groups in Cambridge (where everyone was in one, smaller space) and I think this benefited ideas development and networking. However I’m sure the Sunday evening judging and party brought everyone back together in London.
Hearteningly everyone realised they need marketing. Rather than thinking that the world will come flocking to their door, London participants factored in the need to identify and reach target audiences, with many considering quite sophisticated marketing approaches. London companies seemed to be ahead of Cambridge in this area.
The mix of people. As I said I didn’t talk to all 200 people in London but they seemed to be a bit more of a homogenous bunch in terms of age and where they were based. Cambridge participants seemed to have travelled further (such as from Finland) and spanned the age groups from twenty something to fifty year olds.
But all in all these differences are part of the appeal of Startup Weekends – everyone is different. So, if you’re interested in new ideas I’d urge you to sign up and go along to one as soon as you can – it is a great use of a weekend.