Creating a new TAM: How to build markets that don't exist yet
About the Event
When Elise de Reus co-founded Cradle, they were building for a market that didn't exist yet.
Despite this uncertainty, Cradle has raised over $100M from world-class investors like Index and IVP.
Today, the company is regularly named among the most innovative AI companies globally, and is on track to fundamentally change how we approach biology.
Having invested in numerous founders who became category leaders, Pieter brings a unique perspective to this conversation.
During the chat, we'll dive into:
How do you sell something no one understands?
How do you navigate when there's no playbook to follow?
How do you shape the narrative around something entirely new?
When do you know you're building a real market versus chasing a mirage?
Agenda:
17:00 - Doors open
17:15 - Fireside chat & Q&A
18:15-19:30 - Drinks and bites
About Elise & Pieter
Elise de Reus — Co-founder, Cradle
Built the sales team, leads partnerships and customer success
Scientist by training, helped set up the first lab
Pieter Kemps — Ex-partner Sequoia Capital and Peak XV
Only Dutch Sequoia partner ever
Started Sequoia Capital in Southeast Asia
Built AWS in Asia as Head of Business Development
🧪 About Cradle
Building on the latest technological breakthroughs in AI, Cradle helps scientists decode and rewrite biology to unlock new food sources, materials, and therapeutics.
Cradle is funded by leading investors IVP, Index Ventures, and Kindred Capital, as well as a long list of world-class advisors and angel investors.
🐳 About Whale
We help the next generation of operators and founders accelerate their growth through top-tier learning and a high-impact, peer-to-peer network.
Through expert-led sessions, hands-on training, and curated connections, we create a space where leaders learn from each other, share what works (and what doesn’t), and build together.
🔒 Spots are limited — apply below to request an invite.