Last week, from Sept 22-26, SAP stepped up its presence in Austin, Texas for Austin Startup Week (#ASW19), the largest innovation event in the city after SXSW.

As title sponsor of the event, SAP reinforced its commitment to expand its innovation footprint in Austin. Together, with its customers and partners, SAP presented its brand promise to thousands of local startups, entrepreneurs, and community members.

Check in at Austin Startup Week

Over 7500 attendees and visitors attended throughout the course of the week to hear inspiring stories via thought-provoking sessions, panel discussions, and keynotes. They also engaged with each other socially in a number of spirited networking events.

Watch this SAP highlight video and experience the buzz.


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The content was compelling, the energy was palpable, and the crowd was connected. The opportunities for collaborative, purpose-driven business and technology innovation in Austin are endless. The following is a recap of SAP’s programming lineup.

Women in Tech Keynote

Vanessa Liu, VP of SAP.iO Foundries North America, gave a spirited keynote speech on how the entrepreneur and tech communities can continue promoting women.


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Growing Pains: Transitioning from Startup to Scale-up Panel Discussion

Vivek Bapat, SVP and Chief Strategy Officer, SAP Global Marketing and Communications, engaged with local entrepreneurs in a panel focused on the growing pains of transitioning from startup to scale-up. Other panelists included Holly Tachovsky (Co-Founder and CEO, BuildFax); Dave Perry (Chief Operating Officer, Eggschain Inc); and Sujan Patel (Co-Founder, Mailshake & Ramp Ventures.

Sustainable Communities Fireside Chat

Ram Jambunathan, SVP and Managing Director of SAP.iO and Head of Corporate Strategy at SAP, participated in a fireside chat with Natasha Franck (Founder and CEO, EON) and Capital Factory Founder Joshua Baer, to discuss the value strategic partners like SAP can have for startups.


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Partnering for Purpose

Janis Fratamico, Global Head, Brand Experience at SAP, led a session on Partnering for Purpose and Autism@Work with José Velasco (Head, Americas Autism at Work Program, SAP) and Rachel Cyrus (Project Manager/ National True Ability Chair, Dell Technologies) and Ann Funai (SVP Engineering, Under Armour).

Designing Waste out of Products and Supply Chains

Paul Larson, Industry Executive Advisor at SAP, moderated a compelling panel on food sustainability/waste with Jasmine Crowe (Founder &CEO, Goodr Co.); Tony Costa (SVP & CIO, Bumble Bee Seafoods), and Edwin Marty (Food Policy Manager, City of Austin).

SAP would like to thank a number of people who made the event possible, starting with Jacqueline Hughes, Bart Bohn, and all the track leads/organizers for Austin Startup Week – along with Josh Baer, Sean Duffy, and the entire team at Capital Factory. SAP was honored to take part in it. Next, SAP’s customers and partners who participated and contributed to a successful outcome. Next, SAP internal colleagues who worked tirelessly on all the details. It takes a village, and we are grateful for everyone’s team spirit. Last but not least, thank you to the entire Austin community for welcoming SAP so warmly and collaborating throughout the week.

Julie Barrier is vice president of New Innovation Concepts for SAP Global Marketing & Communications 
Joel Granoff is a senior director of North America Marketing at SAP