People often call the world of startups “Startupland.” It’s a fast-paced place where new ideas, risks, and fast growth are all welcomed.
But the event director is the person who makes sure that the ecosystem stays connected and moves forward, even when new technologies and companies are valued at billions of dollars.
In this environment, professionals like Michele LaFrance stand out not only for their ability to plan tasks, but also for their ability to make sure that every meeting is in line with company values.
As the Director of Conferences and Events at Zūm, a company that is changing the way students get around, LaFrance has become a key figure in how startups show up in the real world.
This article talks about Michele LaFrance’s life, her ideas on how to run events in a way that doesn’t harm the environment, and how her way of leading is changing how new businesses connect with their customers.
A Career Built on Connection
For almost 20 years, Michele LaFrance built a strong career in marketing and event management before taking over as event manager in the tech transportation industry.
Living in the D.C. area, she has a background in knowing how brands connect with people.
LaFrance is more than just a planner; she’s also a creative thinker.
She is very interested in flowers and interior design when she’s not in the office, and she often updates her own home.
A artistic spirit guides her work, letting her approach business events with an eye for style and a natural knack for “upcycling” a skill that has become an important part of her professional identity.
Defining “Startupland” Events
Before you can understand LaFrance’s job, you need to know what field she works in. Events in the startup field are not the same as regular business meetings.
They usually happen faster, require more flexibility, and have two goals: to raise awareness of the business and support the mission.
New business events, like a big industry conference or a small, private summit for employees, make the company’s vague goal real.
An event is more than just a chance to meet new people for Zūm, a business that focuses on sustainability and electrifying school bus fleets. It’s a way for them to show what they stand for.
“Startupland” isn’t just a place in this case; it’s a way of thinking. Event leads need to be flexible, resourceful, and fully in line with the company’s long-term goals.
Michele’s Role: Sustainability in Action
Michele LaFrance’s job is more than just booking venues and getting food. She protects the brand’s goal to be environmentally friendly by making sure that the company’s actions match what it says it will do.
In a recent interview about her path to protect the environment, LaFrance brought up a major problem in the industry: conferences create a lot of waste.
From single-use swag to throwaway booths, the events business is known for using a lot of resources. In her group, LaFrance has made it her mission to change this story.
The “Reuse” Philosophy
LaFrance’s event planning is based on a strict “upcycling” mindset. “When I can, I try to reuse and upcycle materials. That’s what sustainability is all about,” she says.
This approach manifests in several key tactical decisions she oversees:
- Modular Booths: Instead of purchasing disposable booths for trade shows, she utilizes a modular booth designed to be used with various rented components.
- Minimizing Shipping: She meticulously calculates shipping needs to ensure only necessary items are transported, reducing the carbon footprint associated with logistics.
- Swag Management: Leftover brochures and promotional items are never trashed; they are boxed up and shipped to the next conference.
Impact on the Startup Ecosystem
This kind of responsible leadership has an effect on more than one business. LaFrance and other leaders in the field set a new bar by showing that fast-growing startups can put on world-class events without making world-class waste.
For “Startupland” to be sustainable, it’s not just about what you sell; it’s also about how you sell it. A company must be honest about its fight against climate change in every part of its business, even in its trade show booth.
What People Are Saying
LaFrance cares about sustainability in both his personal and work life. She talks about her own efforts to reduce waste and shares:
I wish we could all cut back on our reliance on new products and instead upcycle and reuse items whenever we can.
That would extend the life of our goods and allow us to maintain our current standard of living for a longer period of time. LaFrance Michele
This way of thinking is very important in the startup culture, which is being closely looked at for how it affects the surroundings.
LaFrance makes sure that the company walks the walk by building these practices into the core of event management.
The Future of Startup Events
The job of event planners like Michele LaFrance will only get bigger as the startup ecosystem grows up. People are moving away from “growth at all costs” and toward sensible, long-term growth.
LaFrance’s time at Zūm shows how this future could work. It makes me think of a world where startup events are focused on purpose rather than excess, and where the creativity of the design is matched by the responsibility of the execution.
The lesson is clear for both leaders and people who work in events: in Startupland, your events are your values in action. Not only a checklist, but also a consciousness are needed to keep track of them.
Conclusion
The way events are managed in the startup world is changing because of Michele LaFrance. She shows how events can powerfully reflect an organization’s values by combining new ideas, care for the environment, and a dedication to greatness.
Her method can be used as a guide by founders and event professionals who want to make experiences that matter while also caring about the environment. The next generation of startup events will focus on having a mission and making a difference.
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