Want to network more effectively? See how the National Entrepreneur Center fosters connections with event app.

Imagine if you had information at your fingertips that would help you optimize how you network at professional events in such a way that you got to spend your time strategically with just the right people.

That's what the Orlando-based National Entrepreneur Center, located in Orlando Fashion Square mall, successfully set out to find earlier this year for its events attendees.

On Aug. 9, the center will host an Internal Revenue Service roundtable discussion geared toward raising awareness of special IRS programs for small businesses, where, for the second time, it will use an event networking app called Brella. 

Like other platforms in this genre, Brella helps virtual and in-person business event attendees network strategically. Brella Customer Success Manager Jordan Yacinich said her team is hands-on when it comes to helping clients.

“Finding the right app out of all the options depends on your organization or event. I always ask people what their tech stack is so I can find out if Brella is compatible with the other software they already use. Other than that, Brella is a one-stop-shop that has all the pieces you would want. Networking, meeting scheduling, ticketing, livestreams,” said Yacinich.

The National Entrepreneur Center’s first use of Brella was for its 20th anniversary event Connections 2.0, which was held May 24. 

“Our Business Development Manager Maria Cevallos conceived the idea of smarter networking with technology when we first started planning our anniversary event,” said National Entrepreneur Center President Belinda Kirkegard. “She made a strong case for the challenges that many people face at traditional networking events, namely limited time for meaningful connections, pressure in a rushed atmosphere, inefficient matching, lack of follow-up opportunities and introvert-extravert imbalance.”

Typically, an attendee at a conference, seminar, webinar or networking event doesn’t know all the other attendees, speakers, exhibitors or partners. Cevallos recognized how frustrating that can be, and searched for a solution, reviewing capabilities of multiple platforms, including Brella, Whova and Hopin. She noted that Brella allows attendees to create optimized professional profiles so they easily could find the right people they should connect with, enabling them to make a networking game plan ahead of an event and follow up afterward.

Once an attendee populates their profile on Brella, an AI-powered matchmaking tool helps them find other professionals with shared interests and intent. Cevallos likened it to a dating app, but with a different purpose: "Finding the right people to talk to at a networking event isn't easy, and just like the dating pool, having some help navigating the scene makes a difference."

To be sure, the app isn’t free. Packages start at $5,800, which includes start-up costs and the first year’s annual subscription. Because the National Entrepreneur Center spent money and invested substantial time — almost three weeks — to customize the white label app, tailoring it to the organization’s specific needs, Brella will be activated for its events on a regular basis, which will help its clients and guests gain familiarity with it.

Connections 2.0 attendee Caleb Paull said, “In theory it's a good idea because we can always have more intentionality with our networking. An app like that needs to be heavily promoted prior to an event so people understand it.”

Cevallos said organizations using Brella typically get a 35% engagement rate, meaning 35% of attendees use the app. The National Entrepreneur Center saw a 50% engagement rate for Connections 2.0.

Cevallos credits that in part to videographer Jamie Holmes, who she brought in to create promotional videos that educated attendees about Brella in the weeks leading up to the event. “He approached the narrative similar to how you would do from a news desk. He used to be a television reporter, so he’s got it down. He told the story in short clips that worked well on social media.”

All 18 of National Entrepreneur Center’s resource partners, which are housed on-site at Orlando Fashion Square, are networked into the app. One of them, the African American Chamber of Commerce Central Florida, secured signups for an upcoming orientation because of dialogues facilitated by the app, according to Cevallos.

Event networking apps to explore

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