Is joining RSA in the US as a Dutch startup or scale-up really worth it?

The short answer: yes. But not for the reason most people think.

RSA Conference in San Francisco is known as the cybersecurity event in the world. Hundreds of booths, tens of thousands of visitors, and an overwhelming amount of “bling bling.” For many Dutch startups and scale-ups, it therefore feels like a big, expensive gamble: will you really get value out of this?

Based on personal experience: yes, provided you approach it the right way.

The value lies not primarily in the conference itself, but in the trade mission.

You don’t travel alone. You go with a group of 40+ Dutch cybersecurity companies that could potentially be partners, clients, or peers.

In addition, the mission is well-organized and supported by parties such as:

• RVO (Netherlands Enterprise Agency)
• InnovationQuarter (IQ)
• Ministry of Defence
• and other government agencies

A substantively strong government delegation also travels along. Think representation from the intelligence services, defence, ministries, and other public organizations. So you’re not just sitting at the table with commercial parties, but also with policymakers and strategic stakeholders.

---

Access to insights you wouldn’t normally get

A second important component is the content surrounding the mission and the conference.

An all-access pass for RSA Conference quickly costs more than €2,500 and is therefore heavily priced. Our advice: opt for an Expo pass and get your content primarily from side events. These are plentiful and often offer much more depth and interaction.

You get access to:

• presentations by successful security entrepreneurs in the US
• sessions at places like Stanford University
• talks that provide deeper insight into areas where the US is simply ahead: threats, technology, market trends, and real-world examples

For startups and scale-ups thinking about international growth — and specifically the US — that is of enormous value. You gain not just inspiration, but also a sense of realism. That said, with all these kinds of talks: sometimes you’re unlucky and it’s better to just walk away and do something else.

In that sense, it is comparable to events like the One Conference, but from an international context, with a broader perspective and often a step ahead in maturity. On top of that, you have the exhibition floor with all the vendor booths.

You see there not only what is happening now in security, but especially where it is heading and how leading players are already responding to that today.

---

Why we at Beyond Products attended

For us at Beyond Products, the value was not in direct commercial opportunities in the US.

In fact: we currently have no ambition to “cross the pond.”

We went for three other reasons:

1. Learning from the US market in terms of commerce: The way American companies position their proposition, sell, and scale is fundamentally different. Sharper, more direct, often bolder. That kind of insight doesn’t come from a book — you experience it there.
2. Gaining insight into new developments: RSA is still the place where trends become visible. Not only technologically, but also in how companies position themselves, which themes are dominant, and where investments are flowing.
3. Networking with European representatives: Perhaps the most important: in one week you speak with an enormous concentration of European players. Companies, partners, investors — all in the same place, with the same intent.

For us, it was therefore not a sales trip, but a strategic investment in knowledge and network.

---

What does it actually cost?

A frequently asked question — and honestly: it’s not bad when you put it in perspective.

For 2027 you can roughly expect:

• €650 for participation in the trade mission
• €800–1,200 for the flight
• ±€1,000 for the hotel (per person, shared or booked smartly)
• Limited costs for food and drink (at the conference and events almost everything is taken care of) — though sometimes an evening gets away from you and you can easily spend $200.

All in all, you’re looking at approximately:

👉 ±€2,500–3,500 per person for 5 days

And that includes:

• access to a strong international network
• content programme and knowledge sharing
• dozens of (potential) meetings
• exposure within the Dutch cluster

The real caveat lies not in the costs, but in the preparation: planning plenty of meetings is essential. Without an agenda, it quickly becomes overwhelming and less effective. With a well-planned week, you get multiple times the value out of it.

An investor put it well: “I’m here at RSA to speak with a lot of Europeans. They’re simply all here in that one week.”

Want to know more about RSA 2027? Let us know!