When it comes to the value of software startup, perception is everything. Tech products turned out to be more recession- resistant than expected. Tech companies grew more quickly than expected.

Those conditions combined to make TAM feel huge last year, which in turn led investors to pay a lot more for startup shares. The growth rates of companies that caught a demand tailwind have dropped sharply, meaning that some expectations were incorrect.

Where does that leave start ups? The answer to that question will be explored by Kara Nortman, managing partner at Upfront Venture, Aydin Senkut, founder and managing partner of Felicis Venture, and Deena Shakir, a partner at Lux Capital.

In a conversation called "taking the BS out of your TAM," these three experts will discuss how founders and investors should think about and change their perception of the business.

There is a managing partner at the company. She has investments in Parachute Home, Time by Ping, Writer, Open Raven, Britive and Fleetsmith.

Moonfrye, a children's e- commerce company, was co- founded by Nortman. She spent seven years at IAC, where she co-led the M&A group and oversaw the initial investment in Tinder.

LA's professional women's soccer team, Angel City Football Club, is founded by Nortman, a founding member of All Raise.

Aydin Senkut is the founder and managing partner of Felicis Venture. Senkut has appeared on Forbes nine times and on the New York Times four times.

Since founding Felicis in 2006 he's earned a reputation as an early backer of some of the most well-known companies in the world. He focuses on infrastructure, security and the future of health.

Deena is a partner at Lux Capital, where she seeks out mission-driven entrepreneurs and invests in technology that improves lives and livelihoods.

She invests in women's health, digital health infrastructure, health equity, and food tech.

She was a partner at GV where she led product partnerships and directed social impact investments. At the U.S. Department of State, he was a Presidential Management Fellow.

The event is in San Francisco. Save up to $1,100 by buying your pass now. The passes are available for $295. The prices go up on September 16.

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