About Us
The Story of BASE
BASE started with the need for support. BASE was born from a simple truth: traditional conferences often spark big ideas, but those rarely lead to action. Back in 2018, Veronica Guguian (founder of SPIN Ideas) and community-building expert Lana Jelenev (lanajelenjev.com) came together with a shared frustration: most conferences feel inspiring in the moment, but once you’re back at your desk, the spark fades and the connections slip away.
At the time, Veronica was also searching for ways to grow and scale her own business but found there was no roadmap, no tribe, and no clear structure for how to do it, especially for small purpose-driven businesses. So she and Lana created BASE: a new kind of conference built around real relationships, shared values, and bold ideas.
The committed to designing what they wanted to see in the world: a space where entrepreneurs could not only connect but collaborate meaningfully and keep the momentum going long after the event.
What began as an annual gathering has since grown into a full ecosystem of in-person events, an online community, and year-round opportunities for learning, co-creation and growth. Today, BASE lives under the umbrella of SPIN Ideas, a sustainable marketing agency dedicated to helping purpose-driven businesses grow with clarity and integrity.
WHAT DO WE TALK ABOUT IN OUR EVENTS?
Everything we do at BASE is rooted in our four core pillars: BUILD, ADVANCE, SUSTAIN, AND ELEVATE. These aren’t just buzzwords. They’re the foundations every values-driven business needs to thrive. Each event we host explores one or more of these themes, helping you grow your business with intention.
BUILD: Resource Management
the foundation for Building a prosperous business
This pillar is all about company culture, team dynamics, and stakeholder relationships. We explore what it takes to create strong foundations: inclusive teams, healthy systems, and the kind of internal structure that frees up time and energy for long-term growth.
ADVANCE: Marketing and Sales
the core activities to Advance your business
Without sales, you don’t have a business. Without marketing, your message never reaches the people who need it.
We explore how to:
- Authentically market your offerings
- Build genuine relationships with your audience
- Present your business in a unique, values-aligned way
- Identify and harness your “natural uniqueness” to move from competition to collaboration
SUSTAIN: Finance
the only way to Sustain growth within a business
From financial systems and legal structures to sustainability practices, this pillar focuses on how to grow responsibly. We dig into the tools, mindsets, and models that help you stay profitable, ethical, and aligned as you grow.
ELEVATE: Innovation
the key to Elevating any business to the next level
Whether it’s rethinking your services, embracing new technology, or pioneering a bold new idea, this pillar is about staying curious, adaptable, and ahead of the curve, without losing sight of your purpose.
LOOKING FOR A BUSINESS COMMUNITY?
Stay in the loop of our events and conversations, join our online community.
IS THIS THE RIGHT PLACE FOR YOU?
BASE is for entrepreneurs, changemakers, creators, leaders, and policymakers who want to build and grow in a way that reflects their values. If you’re curious, collaborative, and ready to rethink business as usual, you’re in the right place.
WHAT CAN YOU EXPECT?
Expect inspiration that sticks. Conversations that matter. A community that doesn’t fade after the event.
You’ll leave BASE with new insights, deeper relationships, and a clear path to take action, supported by peers and partners who want to grow alongside you.
BECOME A BASE SPONSOR
Learn about the benefits of a BASE sponsorship for your business: let’s have a chat (no strings attached).
