Floobs, a Finnish video streaming service, has shifted its focus to niche audiences by starting to work with local community sports associations. The service covered many sports already from the get-go, but now they have made a conscious choice to put all their weight behind the local-community-sports strategy.

The guys behind the service, Kai Lemmetty and Joonas Pekkanen, had played around with the idea already for a while when trying to figure out how the beat the video streaming giants like Qik, Kyte.tv and Flixwagon in their own game. Now the duo has decided to go with something very Finnish: Sports!

Finland is notoriously sports-crazy: Sports has traditionally been the primary way (and many times the only way) to build success stories in the international arena. A tradition that dates back to the post-war years. Traditional or not, what a better way to beat the US video streaming giants than going where they can’t reach. Similarly by working with the amateur associations they can tap into a market that is not interesting enough for the national TV stations. Floobs has already signed many contracts with local sports associations. They have signed up football and floorball association, and planning to expand to table tennis- , skating- and horse riding associations.

The community organizers and local associations are also happy since they now have a forum for those events and games that are too small for the traditional media. They can also take the videos with them to Facebook and to MySpace with a Floobs widget.

A great way to turn what was initially a disadvantage (not located in the eye of the storm in Silicon Valley) to an advantage (going local in your own market).

There has been much talk around Slush lately. Yet, it has not yet been very clear at all what is happening and I’m partly to blame. Now I try to shed some light onto the issue and at the same time invite you all to Slush.

In a nutshell Slush is a new Helsinki originated event for startups by startups. The whole process started when I along with a few others passionate about the subject were trying to brainstorm on how to give a boost to the Finnish startup scene, home and abroad. We had an idea that a bigger annual event might be the answer for the lack of visibility among Finnish startups in the global arena. If nothing else, we saw that such an event was missing from the Finnish startup fabric.

After throwing ideas back and forth for while I, Peter Vesterbacka (of Mobile Monday fame) and Kai Lemmetty (of Floobs) came up with an event that would show the best Finland has to offer, once a year every year. Later on Helene Auramo from Zipipop jumped along to bring her positive energy to the team and give it an even stronger startup perspective. Peter came up with the name Slush and so it started.

Finnish summer can be an amazing experience with its nightless nights, but there’s also the dark winter we live with the other six months. Thus, any startup born in Finland have equal number of slushy and dark Novembers in their DNA as they have those warm sunny Julys. Many say the one quality a startup needs above all is perseverance against adversity and out of all the languages Finnish is the one that has its own word for describing just that. The word is Sisu and I believe that it has much to do with Finns pushing through those dark slushy winter months. Thus, an apt name especially for a startup event. Having said that, I believe this is the case with startup DNA all over the Nordic and Baltic countries.

After finding the right people to take on the challenge we were ready to start working. What we really aim to do is light up the startup scene, namely by showing students what entrepreneurship can be at its best, and show the international crowd that there is much more to Finnish startups than the tip of the iceberg they’ve seen so far. Naturally big part of the whole event is to enable the Finnish entrepreneurs meet not only each other but also investors and other businesses from home and abroad.

We know there’s a plethora of events that are not working as well as they could for the entrepreneurs themselves, and thus we decided that everything we do should be done in the interest of the startup scene in mind. If something is in conflict with that focus, it will be scrapped from the agenda. For startups by startups or nothing.

Now we are at a point where the website is up and running so we can tell people about the event, invite them along and spread the word. Even the fact that the website leaked out half ready turned out to be only beneficial, since many people wanted to help out. For example the nice guys at Valve volunteered to help out right away. I’ve also heard that the Bolder guys are ready to do their part and Scred has promised to make the actual platform for selling tickets for the event.

The event itself will take place 24th November at Korjaamo Culture Factory in Helsinki and run through the whole day. The program will be a combination of four parts:

1. Success Stories - This is were we have the Finland’s finest web entrepreneurs lined up. Risto Siilasmaa from F-Secure, Petteri Koponen from First Hop/Jaiku, Ilkka Paananen from Sumea/Digital Chocolate, Asmo Halinen from Apaja only to name a few of the entrepreneurs that have started small and made it big.
2. Technology track - This is modeled on the Startup Developer Gathering (SDG), which was put together by Kai Lemmetty. For Slush Kai is putting together a tech presentation bar none. This track will go on all day and have many Finnish heavy weights like Teemu Kurppa (Jaiku/Google) presenting their insight for the Slush attendees.
3. Thirdly, a showcase where up to 40 local startups can show what they have, be it products, services, their team, philosophy behind the concept and what not.
4. Fourthly, probably the most important reason pulling the event together in the first place, we have seven pre-screened teams presenting their business ideas to the audience. These teams will be funded by the Slush Fund. The Slush Fund will be in effect just as big as the combined sponsorship revenue plus the proceeds from the sold tickets will allow it to be. In another words we will channel all the money from the event (minus cost e.g. rent for the venue etc.) to the seven teams. If you are a student with an idea for the next big thing you should apply. Instead of writing code and making coffee at one of the big corporations next summer, you could spend the summer of 2009 working on your own idea and have the expertise of most of the Finnish startup community to draw from.

In a nutshell this is Slush Helsinki. An event for startups by startups.

If the website seems that it does not give out all the details yet, it is by no means because we want to keep you in the dark but rather because we are working on the agenda as we go along to make it as good as resources and time allow. ArcticStartup will be naturally reporting what is happening at the event itself but also how the event is developing from now until the day itself in late November. Welcome to the Slush everybody!

Edit: There was a mistake saying October instead of November. The correct date for Slush is NOVEMBER 24th.

In support of other startup activity, we’d like to promote the second Startup Developer’s Gathering being organised on the 27th of August in Korjaamo, Helsinki. The event is organised by Kai Lemmetty from Floobs and it was said to be success last time, so expect some good discussions this time as well (I hear Kai’s skills with regard to software development exceed his skills in graphical design - yes, the logo was made by him :) ).

The topic will be alternate object persistent systems. More on the topic in the SDG blog. Feel free to join the Facebook event to show if you are arriving.

Floobs is taking part as the only Finnish company in the MIPTV’s Content 360 pitching competition in Cannes this year.

More precisely, Floobs is one of the three finalists in the “Advanced Mobile Interaction with TV Content” -series, where the two other contestants are Coded Vision, Twenty Six Leeds (UK) and BBC TV Talk, Wyndham-Leigh (UK).

Kai and Joonas let me know via e-mail that they will be sharing some comments from Cannes later on after their presentation.

I did a video interview of Kai Lemmetty and Joonas Pekkanen from Floobs some time in February. I never had time to edit and go through the video, but I finally managed to do so in the Easter holidays. During the editing of the video, I noticed that the add-on microphone was slightly faulty and it only recorded the left channel - therefore the sound quality is quite bad, apologies for that. Nevertheless, I decided its better to release the video late than never - so here it is: