Forward Fest 2026

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7:30am CDT

Tapping Trends: A step-by-step guide to assess trend relevance & brand fit

LIMITED

Wednesday August 19, 2026 7:30am - 9:15am CDT

StartingBlock Madison @ 821 E Washington Ave 2nd floor, Madison, WI 53703, USA

Limited Capacity seats available

Check out our Website

EVENT SUMMARY
One of the biggest risks on social today isn’t missing a trend—it’s forcing one. By moving beyond chasing what’s popular and instead using trends as a strategic tool, brands can strengthen relevance, credibility and performance with intention, not impulse.

This session will offer a clear, repeatable framework for deciding when to lean into a trend and when to sit it out, so your brand shows up as culturally relevant without feeling forced or tone-deaf. You’ll leave empowered to confidently pursue the right trends and push back on the wrong ones, grounded in audience insight, brand fit and algorithmic impact.

KEY TAKEAWAYS
Reframe the role of trends from fleeting moments to a strategic lever that supports your broader social goals when used with intention
Learn a fast, repeatable way to evaluate trend fit so you can ensure audience relevance and brand alignment before investing time or resources
Build confidence in your decision making, allowing you to thoughtfully merchandise trends and clearly articulate when and why to pass

ABOUT OUR SPEAKERS
Kat Graham, Account Executive, PR, Social & Content – Hiebing

Chicago-area native Kat Graham has built her career around her multidisciplinary interests in storytelling, digital culture and strategic problem-solving. She graduated from Gonzaga University in 2020 with a degree in public relations and has a certification in UX/UI design from Northwestern University, bringing a user-centered lens to her social and content work.

Kat joined Hiebing's PR, Social & Content team in 2024, leading and supporting social media strategy, PR and content development and community management for national brands across the construction, manufacturing and industrial industries. Her work spans paid social campaigns (including copywriting and ideation), influencer program support and long-form content—helping brands show up online with intention, consistency and cultural awareness.

Outside of work, Kat is active in the local music scene and creative community and is always finding inspiration at the intersection of art, music, history, culture and digital connection.

Erica Nasstrom, Assistant Account Executive, PR, Social & Content – Hiebing

Originally from Iowa, Erica Nasstrom relocated to Wisconsin in early 2025 and joined Hiebing as an assistant account executive on the PR, Social & Content team. An Iowa State University marketing graduate (roll clones), she supports integrated campaigns blending social strategy and storytelling for clients like CEFCU and Summit Credit Union.

Erica enjoys working collaboratively across teams to support social content, influencer efforts and brand storytelling. She values the connection between strategy, creativity and culture—an interest shaped early on by her love of music and theatre.

Outside of Hiebing’s walls (and green dome), Erica loves soaking in the energy that comes from good company and conversation. You’ll often find her socializing with friends and family or hunkered down catching up on the latest reality TV series.

Hosted by Social Media Breakfast Madison

Event Organizers

Social Media Breakfast - Madison

Social Media Breakfast Madison is a non-profit, volunteer-run organization with a focus on social media education and professional industry networking. Our monthly events are FREE, and engage an ever-growing group of diverse professionals from a variety of industries including: academic... Read More →

Sponsors

DreamBank

Wednesday August 19, 2026 7:30am - 9:15am CDT
StartingBlock Madison 821 E Washington Ave 2nd floor, Madison, WI 53703, USA

Free, Hybrid

Category Tech / Software, General, Networking and Marketing
Interaction Type Social, Breakfast, Networking, Education

10:00am CDT

From Research to Revenue: Where Deep Tech Gets Stuck and Why

LIMITED

Wednesday August 19, 2026 10:00am - 11:00am CDT

Virtual @ 821 E Washington Ave 2nd floor, Madison, WI 53703, USA

Limited Capacity seats available

Early-stage deep tech companies rarely fail because the science doesn’t work. More often, they stall in the gap between research and real market traction.

This session is a candid conversation with founders who started as scientists and are now navigating the transition to entrepreneurship, alongside the investors and funding partners who support them. We’ll unpack where things actually break—from misaligned funding strategies to weak customer signals and overbuilt technology.

Rather than focusing on success stories, we’ll dig into the messy middle: what goes wrong, why it happens, and how to better align funding, product, and market early.

Designed for tech- and scientist-founders actively building at the earliest stages as well as investors and ecosystem partners working closely with them.

Hosted by Innovative Outlier

This is a virtual event. For those who are logged in and have RSVP'd, the streaming link will appear on this page starting 10 minutes before the session.

Event Organizers

Adhira Sunkara

Wednesday August 19, 2026 10:00am - 11:00am CDT
Virtual

Free, Virtual

Category Bio / Health, Tech / Software, General
Interaction Type Workshop

11:30am CDT

Fireside Chat with WEDC Secretary John Miller and Maggie Brickerman

LIMITED

Wednesday August 19, 2026 11:30am - 1:00pm CDT

Madison Club @ 5 E Wilson St, Madison, WI 53703, USA

Limited Capacity seats available

Join us for a fireside chat between WEDC Secretary John Miller and Tech Council President Maggie Brickerman. The conversation will focus on WEDC’s efforts to strengthen the Wisconsin’s innovation, startup and venture capital ecosystem, and the specific ways that innovators can leverage WEDC as a partner.

Event Organizers

Julie Johnson

Operations Director, Wisconsin Technology Council

Wednesday August 19, 2026 11:30am - 1:00pm CDT
Madison Club 5 E Wilson St, Madison, WI 53703, USA

Ticketed, In Person (Fireside Chat WEDC)

Category Bio / Health, Family, Food, Tech / Software, Games, General
Interaction Type Social, Panel discussion with audience Q&A, networking, lunch

1:30pm CDT

Demystifying the Pro Forma: Building Financial Projections

LIMITED

Wednesday August 19, 2026 1:30pm - 2:45pm CDT

Virtual @ 5 E Wilson St, Madison, WI 53703, USA

Limited Capacity seats available

Check out our Website

In 40+ years of working with entrepreneurs, we have regularly observed that “the money part” of business planning is often what causes many business owners and would-be business owners alike the most anxiety and confusion. Yet the numbers don’t have to intimidate you. Instead, understanding a clear financial plan for your business will give you the confidence to make educated decisions about the viability of your business idea, access needed capital and actively manage cash flow as your business grows.

This live-virtual introductory session – designed for new and prospective business owners in any industry – will help you understand:

▪️The purpose (and power!) of a pro forma in business planning, management and in accessing capital
▪️The fundamental “inputs” to building solid projections, including:
▪️Identification of your business models key revenue streams, and how to translate to your projections
▪️Synthesis of customer, competitive and industry knowledge into reasoned market size and share estimates
▪️The impact of pricing decisions, buyer behavior and capacity on projected revenue
▪️Types of key cost estimates needed for your projections
▪️Resources for pulling it all together!

By joining us for this overview session, you will build a solid foundation of concepts that can help you understand how to put real numbers to your dreams and learn the path to projections. Whether you plan to seek funding from a bank, determine the feasibility of your business idea, or explore new directions for your business, following the ideas we’ll cover in this session will help you build success based on knowledge.

Hosted by Wisconsin SBDC at UW-Madison

This is a virtual event. For those who are logged in and have RSVP'd, the streaming link will appear on this page starting 10 minutes before the session.

Event Organizers

Heather Ferguson

Program Manager, UW-Madison SBDC

Sponsors

WEDC

Wednesday August 19, 2026 1:30pm - 2:45pm CDT
Virtual

Free, Virtual

Category General, Financial
Interaction Type Workshop

3:30pm CDT

How Branding Matters

LIMITED

Wednesday August 19, 2026 3:30pm - 5:00pm CDT

100state @ 17 South Fairchild Street fl 7, Madison, WI, USA

Limited Capacity seats available

In today’s dynamic marketplace, standing out is essential for success. Whether you’re an aspiring entrepreneur, a seasoned business owner, or a creative professional, a branding can be powerful in your organization. Join us for an immersive and interactive workshop designed to equip you with the tools and strategies to build a strong and compelling brand identity.

Led by Ibrahim Harun of IH Concepts with 18 years of experience in branding and marketing, this workshop will delve deep into the core elements of effective branding. Through a combination of an insightful presentations and collaborative discussions, you’ll learn how what goes into a brand so you can hit the ground running.

Whether you’re looking to launch a new venture, bring more life into your business, or simply refine your marketing strategy, this workshop will provide you with the knowledge and insights you need to elevate your business and drive meaningful connections with your audience. Don’t miss this opportunity to take your business to new heights!

Hosted by IH Concepts

Event Organizers

Ibrahim Harun

Wednesday August 19, 2026 3:30pm - 5:00pm CDT
100state 17 South Fairchild Street fl 7, Madison, WI, USA

Free, In Person

Category General,
Interaction Type Workshop

4:30pm CDT

THE "ANTI-BURNOUT" BLUEPRINT: Wellness for Solo Founders and Small Business Owners

Wednesday August 19, 2026 4:30pm - 7:30pm CDT

100state @ 17 South Fairchild Street fl 7, Madison, WI, USA

This dual-track workshop is designed to help attendees build a business that sustains them rather than breaks them.

Hollie H. Hollister and Ross Larson will co-facilitate this community learning exchange by bridging insights from Psychological Resilience and Heart-Centered Leadership.

Solo founders and small business owners will learn how to scale their impact without the soul fatigue of misaligned growth.

Hosted by H Cubed Group

Sponsored by 100state

Event Organizers

Hollie Hollister

Founder, H Cubed Group

Hollie H. Hollister is a pragmatic visionary who aspires to combine the personal with the professional to bring fresh thinking, unique insights and holistic solutions that help heart-based small business owners grow their businesses and themselves (all without stifling who they are... Read More →

Wednesday August 19, 2026 4:30pm - 7:30pm CDT
100state 17 South Fairchild Street fl 7, Madison, WI, USA

Free, In Person