he hardest things end up becoming the easiest, once
committed to them. Most pursuits have some unavoidable effort.
either choose to commit that effort or find ways to pretend it
A few years back, when I decided, I wanted to
start something of my own- there were a lot of spillover benefits to
areas of my life, even though they weren’t related to
started reading books, listening to podcasts, exercising regularly
eating healthier, for instance. The default nature of your goal
to put in all the efforts that you always procrastinated.
The difficulty of the new challenge forces you
to take things seriously. In my case, starting a company was a
enough goal to sustain that forced me to build habits that I always
Finding the One Reason to Do Everything Else
You have the ability to put far more effort
into things than you normally do. The reason you don’t is that most
time, a full effort isn’t necessary.
We think that a full effort will be draining,
that we ought to save our energy for when we really need it. Yet,
than not, the opposite is the case. When we really use our full
toward a central concern that matters deeply to us, we feel more
I had a beautiful takeaway after listening and
reading Scott H Young (Ultralearning is a
“The paradox is that life
often easiest when it is hardest. “
When you’re working on a pursuit that may
if you don’t take it seriously, you find the energy to take it
And, in doing so, you find the other nagging things in life that
effort weren’t so hard either.
Applying this theory to the real-life of
And now, when I apply this same story to the
challenge we’ve taken to solve through Spalba- We often get
that we are trying to be very ambitious and trying to do a
Is it the
At Spalba, we’re trying to reinvent the way events are planned, managed and
And when we say Re-Invent we
We are actually trying to organise, streamline and
an entire industry (or rather a $1.1 Trillion industry).
Event Tech so far has been used very loosely
a term that defines using technology to power events or maybe using
planning tool/app for online registrations and attendee management.
today when every industry is tasting the needed revolution through
disruption of tech- EdTech, FinTech, FoodTech, HealthTech etc. etc.
event and experiences industry stands to be one of the least evolved
transformed industry by tech as per a Mckinsey
We define Spalba as an Event Tech
where we are actually using the power of first-gen technologies like
A.I+X.R+M.L+Data Sciences to make the process of planning an event
from inception to execution.
Full Stack- That’s Hard.
When enough companies have been running in the
ecosystem- surviving, thriving and unicorn flying by just doing one
out of the entire pie chart.
are trying to do too much”- The favourite feedback we
get from most of the investors, VCs in our first
But, that’s the thing and our forever
answer- what we are trying to do is the 70-80% of the pain that this
industry bears due to lack of avenues, companies or solutions trying
solve this thread and yes, it’s hard. But if we could do this part
remaining 30% will follow(which currently comprises of few billion
market of event tech already)
At Spalba, using intelligence and the power of
data, we are trying to build an A.I driven marketplace for Venues
Vendors where both sellers and buyers have highly advanced tools to
their resources, enhance their visibility, generate business
maximize their revenues.
And then things like A.I driven workflow
automation, insights and analytics etc are the peripheral things
that can be
easily plugged into the system.
Yes, this is one call of the “Hard Thing” to
streamline and organize the most unstructured market in the most
format and while we are at it we want to go for the 70% of the hard
so, that 30% of other things would fall easy.
And yes, this isn’t a
snob-thought, an overconfident approach. FYI.
Coming from the industry, being a part of this
mayhem for decades- the core team at Spalba actually feels for the
has to be solved.
Almost $280 billion is spent each year on
corporate events in the U.S., and brands are spending more and more
experiential marketing. With this comes a growing industry of
services — fabrication shops building pop-up structures, new types
entertainment for hire, and of course traditional categories like
and caterers . The event planning industry is expected to grow
average over the next ten years. But currently, there isn’t a
platform that facilitates this market of people planning corporate
and with the venues and professionals on whom they depend to make
event a success. As a result, both sides rely on frustrating Google
(or website SEO) and word-of-mouth to do business.
solving for, a problem with the potential to build a new google for
event and experiences industry.
If You’re Not Willing to Do it Well, Why Be
Willing to Do It at All?
The hard way forces a choice: are you willing
to invest the effort required to do it right?
As with any real choice, sometimes the answer
is no. The cost is too high, other obligations take precedence or
don’t care enough. No is always a valid answer. Better to say it
let it rot away your resolve over time.
But if your answer is YES, then you know the path. All that’s left