BORDER CROSSINGIssue 8 | 2011 www.82exhibition-world.netEasyFairs planned launches in the company's current fi nancial year (1 July 2011 to 30 June 2012). Fastighetsmässa Göteborg 2011 (Sweden, September). Fastfood and Café Göteborg 2011 (Sweden, September). Restaurangexpo Göteborg 2011 (Sweden, September). Project Build 2011 (Belgium, September). Pumps and Valves 2011 (Netherlands, October). Sähkö 2011 (Finland, October). Welding Week 2011 (Belgium, October). Metal and Plastic Subcontracting 2011 (Belgium, October). M+R Brussel/Bruxelles 2011 (Belgium, October). Print and Publishing Schweiz 2011 (Switzerland, October). Logistics Madrid 2011 (Spain, October). Packaging Innovations 2011 (Netherlands, December). Foodtech 2012 (Norway, February). Prosessindustri 2012 (Norway, February). Transport and Logistikk 2012 (Norway, February). Vedlikehold 2012 (Norway, February). Restaurantexpo 2012 (Norway, March). Personal 2012 (Sweden, March). Henkilöstö 2012 (Finland, April). Prossessiteollisuus 2012 (Finland, April). Process and Analysteknik Öresund 2012 (Sweden, April). Industriebouw 2012 (Belgium, April). IFEX 2012 (UK, April). Automation and Engineering 2012 (Belgium, May). Ipexpo 2012 (Sweden, May). MeCaTech 2012 (Poland, May). Packaging, Processing and Logistics 2012 . Recycling Technologies Schweiz 2012 (Switzerland, May). Packaging Innovations 2012 (Germany, May). Medicinteknik and Medicininsk IT Öresund 2012 (Sweden, May). Garage Schweiz 2012 (Switzerland, June)exhibitors having large stands and great expense," he says. "As the markets have slowed or declined, there is less need for these big, all-singing-all-dancing national shows. Instead, demand for sales-focused trade shows on a smaller scale, such as those EasyFairs offers, has increased." In fact EasyFairs has found that, particularly in the industrial sector, other organisers and venues are happy to pass over these shows so it can breathe new life into them with its model. Going organicThe geocloning method is working so well for EasyFairs that 90 per cent of company growth is organic, through launches of cloned shows, and only 10 per cent through acquisitions. "With the business model we have we can integrate a show in less than two months," Quentin tells EW. "People very quickly feel part of our company. Other very acquisitive players take years and their philosophy isn't to have a very quick integrative approach."It costs less to launch shows for us than it does to acquire. By defi nition when you are buying a show you are buying profi ts. Instead, we are developing profi ts. The investment is much lower."On the other hand, if there is a strong show somewhere that complements our portfolio it wouldn't make sense to try to compete or launch against it." Quentin says each country is different and certain characteristics need to be determined before moving in: Is the market centralised or decentralised? Saturated or not? "Small countries have been a little easier to develop in because small countries have smaller companies and many agents, while distributors don't have a big sales force. For the smaller countries our formula has been well-received but in some small countries and in the bigger countries we have developed regional rather than national shows, especially if it's a vertical market."EasyFairs' method is not for everyone, but instead of looking to launch rising stars or acquire cash cows, organisers could take a cue from this model for growth and re-evaluate the best way to enter new markets. After all, sometimes it's best to stick to what you know. Above:EasyFairs' model means it costs the company less to launch a show than acquire one

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