At Web 2.0 Expo, even the wheelchairs are sponsored

What do you do if you break your foot a week before your industry's largest conference?

Get well soon, Sam. Rafe Needleman / CNET

Sam Lawrence, the CMO of Jive Software, broke his foot a week ago. He wasn't looking forward to the hassle of wheeling around Web 2.0 Expo in a wheelchair, but found a way to take advantage of the situation: He turned his buggy into a mobile billboard. A metal placard mounted on the backrest advertises his own company, and he also got two other sponsors to pay for placement, offsetting the cost of the hardware.

Now that's a solid Web 2.0 business model.

About the author

Rafe Needleman reviews mobile apps and products for fun, and picks startups apart when he gets bored. He has evaluated thousands of new companies, most of which have since gone out of business.


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