Cradle x TIA KL Conference: a partnership for national impact

Attending and exhibiting at an industry event is exciting enough for a private firm. How much more so for an organization whose mission is to strengthen an entire country’s startup ecosystem and community?

Things would surely be more exciting.

That’s exactly what happened when MYStartup – a national initiative started by Malaysia’s Ministry of Science, Technology and Innovation and powered by Cradle – became a title partner at Tech in Asia’s (TIA) Kuala Lumpur Conference in 2024.

On the rise, indeed. / Photo credit: Tech in Asia

TIA has always been committed to building and serving Asia’s tech and startup community. It’s no surprise that it pulled out all the stops when it got the opportunity to work with Cradle to further the tech agency’s goal of promoting sustainable development and expansion for startups – something that aligns with its own aspirations.

Everything, everywhere, all at once

“All the stops” were necessary because Cradle’s objectives for the event were multi-fold.

Besides solidifying its position as a leader in Malaysia’s startup development and support ecosystem, Cradle wanted to create new connections between founders, investors, and key decision makers from across the tech and business sectors. Teaming up with TIA would give Malaysian startups a platform to showcase their innovative solutions, ultimately delivering tangible growth opportunities for these fledgling firms.

As part of its title sponsorship, Cradle walked the talk by bringing to life segments reflecting its mission. One of them was the Founders Summit, a 15-session stage covering a wide range of founder-specific topics – from starting up to expansion, across different industries.

It also featured local thought leaders like Joel Neoh and Chen Chow Yeoh, co-founders of fintech platform Fave. They shared their valuable experiences and insights from their founding journeys and how post-exit life is like for entrepreneurs.

Joel Neoh and Chen Chow Yeoh, co-founders of fintech platform Fave, live on stage. / Photo credit: Tech in Asia

Cradle also made the Investor Hour program possible. This initiative facilitated founder-investor meetings with participating VCs, directly connecting capital with innovation in key sectors like SaaS, enterprise solutions, and fintech.

A combination of offline and online brand awareness activations served as the foundation of these highlight segments. The centerpiece of these efforts was a spacious booth occupying prime real estate on the conference floor, not only providing brand awareness but also serving as a central hub for conversations and those building connections.

A series of strategic logo placements across TIA’s extensive network – including its homepage and articles, the conference microsite, and targeted newsletters and social media campaigns – added further juice to this branding exercise.

Holistic sponsorship efforts led to great turnout and engagement. For example, the Founders Summit stage was packed from start to finish. / Photo credit: Tech in Asia

By choosing to be the title partner for the KL Conference, MYStartup – powered by Cradle – made it a point to not just participate but also to lead, inspire, and connect, actively shaping the narrative and future of Malaysian tech.

At a glance:

When two entities with aligned interests come together, great things happen. Combining Cradle’s local knowledge with TIA’s expertise in event management and content led to a successful and invigorating first KL Conference.

Objectives

• Establish brand as a leader in Malaysia’s startup development and support ecosystem
• Create new connections and opportunities for the country’s startup scene

Delivery

• Program curation for key segments such as Founders Summit and Investor Hour
• A booth in a prime location on the KL Conference showfloor
• Strategic sponsor placements across TIA’s various channels

Key results

“Our partnership with Tech in Asia was a strategic step in amplifying Malaysia’s startup ecosystem. By connecting founders with investors and showcasing local innovation on a regional platform, we are reinforcing Malaysia’s position as one of the leading startup hubs in Southeast Asia.”

— Norman Matthieu Vanhaecke, group CEO of Cradle

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