What Happens in Vegas… Unlocks US Market Access
Startup lessons from CES and scaling into the US - in collaboration with StartupAmsterdam
CES Las Vegas is more than a trade show, it can be a powerful launchpad for international visibility, partnerships, customers and US market expansion. Join founders, tech leaders, and CES alumni as they share honest stories, practical lessons and insider tips on how to make the most of CES and navigate opportunities in the US market.
This event is hosted as applications for the NL Startup Mission to CES Las Vegas 2027 are now open, you can already apply here (deadline: July 1). Alongside firsthand experiences from previous participants, attendees will also learn more about the mission, what it offers, and how to apply.
SPEAKERS:
Maarten van der Heide is a hardware product development leader with 20+ years of experience taking physical products from concept to market. After roles at Sonos and several Dutch hardware scaleups, including Polaroid, Spinn, and Dott, he founded Momentum Labs Consulting to help hardware teams make better decisions before those decisions become expensive. He works with founders, leadership teams, and investors across consumer electronics, B2B devices, health tech, optics, micromobility, defence, and more. Based in Amsterdam.
Dr. Anne Berends is CEO/CTO and co-founder of SunLED Life Science, a Dutch deep-tech startup developing near-infrared light technology for everyday devices and built environments. She holds a PhD in nanomaterials science and has worked on photobiomodulation since 2018, translating scientific research into scalable health and wellness applications. Anne combines scientific depth with startup execution and regularly speaks about innovation, evidence-based technology, and bringing breakthrough science to market.
Marco Jacobs is Head of Product Marketing at Plumerai, where he helps bring production-ready AI to cameras and security systems. He has over 25 years of experience in semiconductors, visual computing, and AI applications. Before Plumerai, Marco held management, marketing, and business-development roles at technology companies including Innatera, videantis, Vector Fabrics, Silicon Hive, BOPS, ARC, Bosch, and Philips. His work focuses on bridging complex technologies from the lab into production and helping startups turn promising ideas into commercial success. Marco studied computer science at Delft University of Technology and the University of North Carolina at Chapel Hill, and holds seven issued patents.
PROGRAM:
17:00 - Walk-in and networking
Coffee, drinks, and informal introductions with founders, tech leaders, CES alumni, and ecosystem partners.
17:20 - Welcome
17:30 - Panel discussion: “Hacking CES”
A 30-minute moderated discussion with startup founders, tech leaders, and CES alumni sharing firsthand experiences:
What CES actually delivers
How to prepare before arriving
PR, partnerships and investor opportunities
Common mistakes and survival tips
Why CES can be a launchpad for broader US expansion
18:00 - Audience Q&A / AMA
Interactive discussion with attendees on:
- Why CES?
- Costs vs outcomes
- US market-entry strategy
- Media visibility and lead generation
- Tactical questions from previous participants
18:20 - NL Startup Mission to CES 2027
Short introduction to the mission:
- What participants can expect
- Who should join
- Timeline, selection process, and support structure
- Application deadline: July 1
18:30 - Networking drinks
Opportunity to connect with alumni participants, founders, tech leaders, partners, and fellow startups exploring US growth opportunities.
APPLY HERE FOR CES 2027