Launch. Scale. Exit: "Spinning 20 Plates at Once" with Dan Cockerton
Dan Cockerton is the co-founder of Digital Accountancy Show — the leading technology conference for accountants, bookkeepers and finance professionals. Founded in 2020 alongside co-founder James Howell, Digital Accountancy Show was acquired by Easyfairs, one of the world's largest event organisers, in March 2025.
In this blog, we sat down with Dan to talk inspiration, the metrics that really matter, and what he'd do differently next time.
What inspired you to launch your event?
Working directly with over 300 accountancy firms at a fast-growing software vendor gave me a front-row seat to the transformation happening across the industry. I could see the growing pains around digital adoption, the rapid expansion of the cloud ecosystem, and a clear gap between where accounting firms were and where they needed to be.
I saw an opportunity to create something that didn't just reflect change, but actively drove it.
That's what sparked the idea. I saw an opportunity to create something that didn't just reflect change, but actively drove it. The event was designed to help accountancy practices evolve, connect with the right technology, and feel supported through that journey.
How did you know it was the right moment to take the plunge and start up on your own?
I made a very pragmatic decision — I knew I had enough cash in the bank to give myself 12 months of runway. That gave me a clear checkpoint: by then, I'd know whether it was worth continuing.
But beyond the numbers, it was something I'd always wanted to do.
I'd promised myself I'd rather try and fail than spend years wondering "what if." That mindset ultimately gave me the push to go all in.
What two or three decisions in the early years made the biggest difference to the outcome?
Timing was everything. Moving from a one-day to a two-day event at the right moment significantly increased value for both attendees and exhibitors.
Choosing the right venue at the right stage also helped elevate the perception of the event.
But most importantly, we doubled down on attendee experience and event production early on. We treated AV not as a cost, but as a marketing investment — and that mindset shift made a huge difference. Our AV spend is far higher than most exhibitions, but it's a big part of what sets the event apart.
What metrics ended up mattering more than you'd expected?
Exhibitor retention became the most important metric by far. It sounds obvious in hindsight, but early on we focused too much on revenue as the main measure of success.
In reality, the true health of the event is reflected in how many exhibitors come back year after year.
Retention tells you whether you're genuinely delivering value — not just selling space.
What was the hardest part of launching your event that no one talks about? And what was the hardest part of selling it?
The hardest part of launching was spinning 20 plates at once. In year one, I did everything — operations, speaker outreach, vendor management, agenda building, venue negotiations, AV, floorplans. We simply didn't have the budget for consultants or a team, and it nearly broke me.
There's also the mental pressure no one talks about — the stress the night before opening, wondering if anyone will actually show up.
Selling was a different kind of challenge. The final few weeks are the toughest — it's an emotional rollercoaster. Dealing with uncertainty and trying to stay focused when the pressure is at its peak.
Equally, what was the most rewarding part of launching your event? And the most rewarding part of selling it?
The most rewarding part of launching was seeing something that started as just an idea on a laptop turn into a recognised and respected event. Hearing the positive energy from the market, and people genuinely saying how much they love the show, makes all the hard work worth it.
On the sales side, the most rewarding part has been the people — meeting and partnering with incredible individuals and businesses along the way. Those relationships have been just as valuable as the commercial success.
What might have helped or sped the process from launch to exit for you?
We exited after four shows, but in hindsight, I would have hired sooner — particularly people with exhibition experience. The reality is we didn't bring people in earlier because we didn't have the cash, but having that expertise earlier would have accelerated growth and reduced pressure on me personally.
For anyone launching an event now, what mistakes did you make that you wouldn't make again?
Not doing rebooking in year one was a big mistake — we effectively had to start from scratch after the first event. Rebooking has since saved us an enormous amount of time and created real momentum.
I also didn't shift my focus to exhibitor marketing quickly enough after the show — it's crucial to capitalise on that post-event energy.
And finally, I wasn't on top of my Profit and Loss (P&L) early enough. Understanding your numbers from day one is essential if you want to scale sustainably.
How do you think an event owner might benefit from Manta Media Capital?
Two things: cash and experience. The right investment allows you to grow faster and more strategically, while experienced partners bring invaluable insight — how to scale properly, how to plan for downturns, and how to position the business for a stronger exit. It's about accelerating growth while avoiding the mistakes you'd otherwise learn the hard way.
What's next?
My focus now is deeply personal. My son has Usher syndrome, which includes retinitis pigmentosa — a genetic condition that will eventually lead to vision loss during his teenage years. I want to help change that outcome. I'm working with Moorfields Eye Hospital to fund their laboratory team and accelerate research, trials, and treatments. For me, this is about putting time, energy, and resources into something that could genuinely change lives.
For founders in the events space, partners like Manta Media Capital provide capital and operational insight designed to support both growth and building long-term value. If you're unsure how to take your events to the next level, you may benefit from our expert counsel and funding. Take two minutes to apply for funding with Manta Media Capital.