February 18, 2026
What we’re learning from co-creation at Upstream
Over the past few months, we’ve been in co-creation sessions with founders, investors, and partners. Not to validate our own assumptions, but to test them.
The goal was simple: make sure Upstream delivers what’s actually needed at this stage of building companies and portfolios – not what sounds good on a programme page.
Here’s what you told us.
What founders are really looking for
Founders were remarkably aligned, regardless of sector or stage.
They don’t want more noise. They want relevance.
What came up consistently:
- Warm introductions to investors and partners who are genuinely relevant
- Intimacy and curation – smaller settings, 1-on-1 conversations, fewer but better connections
- Focus – less packed agendas, more space to think and talk properly
- A practical knowledge bank of workshop topics that reflect real startup challenges
- Honesty about startup life, including the messy parts, not just success stories
The underlying theme: founders are already overloaded. Events should reduce cognitive load, not add to it.
What investors value in a festival setting
Investors were just as clear about what makes their time worthwhile.
They’re not there to be entertained. They’re there to engage.
What matters most:
- Pre-event matchmaking with startups that fit their focus and stage
- Time with other investors, GPs, and LPs – not just founders
- Fewer talks, more meetings
- Quiet, well-designed spaces to have real conversations with high-quality founders
- A strong atmosphere – professional, welcoming, and distinctly “festival”, not corporate
In short: quality beats quantity, every time.
The real challenges behind the conversations
As the discussions deepened, a set of recurring tensions kept surfacing. Not as abstract themes, but as lived experience.
This is where many startups are right now:
From Idea to Market
Turning an idea into a validated, market-ready product without time, money, or compliance becoming blockers.
Growth & Go-to-Market
Converting early traction into a scalable go-to-market strategy that actually holds up across Europe.
People & Team Dynamics
Finding the right co-founders, teams, and investors without relationships becoming the main bottleneck.
Capital & Infrastructure
Accessing capital, fair valuations, and suitable infrastructure at the moment they’re most needed — not six months later.
Founder Reality & Resilience
Sustaining energy, focus, and motivation over the long haul, while life keeps happening alongside the startup.
These aren’t edge cases. They’re the baseline.
Here’s what you told us you don’t want
Just as important was what doesn’t work. You were refreshingly direct about this.
Here’s what you told us to avoid:
- Getting stuck in sales pitches from consultants, recruiters, or salespeople
- Random stands run by people who don’t actually want to be there
- Deals that sound too good to be true
- Long info sessions or speakers without substance
- Networking drinks without facilitation or intention
- Founders showing up without doing their homework
- Uncomfortable environments and poor event conditions
None of this is about being picky. It’s about respect for time, energy, and focus.
What this means for Upstream
These conversations are shaping how we design Upstream — not just the programme, but the experience around it.
Less noise.
More intention.
Better preparation.
And space for the conversations that actually move things forward.
We’ll keep listening. And we’ll keep building Upstream together.