The verdict in three sentences
For a trade show organiser in Vienna producing 3 to 10 events a year, custom exhibitor management software costs EUR 30,000 to 75,000 excl. VAT and ships in 3 to 5 months. Event SaaS billed at EUR 3,000 to 15,000 per show makes sense below 3 shows a year, but its cumulative cost quickly exceeds an owned tool. The main gain comes from the self-service exhibitor portal: 35% less admin time and +12% add-on sales (furniture, power, visibility) per exhibitor.
Per-show SaaS or owned tool: the 2026 maths
Many teams still sell stands by email, send PDF order forms, re-key service orders and print badges from an Excel file the night before opening. Each show ties up 1 to 2 full-time people for 3 months on admin alone.
| Option | Upfront cost excl. VAT | Cost per show | 3-year cost (6 shows / year) | Limits |
|---|---|---|---|---|
| Email + Excel + PDF | EUR 0 | EUR 8,000 to 15,000 internal time | EUR 144,000 to 270,000 | Errors, no online sales |
| Entry-level event SaaS | EUR 0 to 1,500 | EUR 3,000 to 6,000 | EUR 54,000 to 108,000 | Fixed floor plan, commission on sales |
| Full event SaaS | EUR 2,000 to 5,000 | EUR 8,000 to 15,000 | EUR 144,000 to 270,000 | Data held by vendor, little customisation |
| Custom core | EUR 30,000 to 45,000 | EUR 500 to 1,000 (hosting, support) | EUR 39,000 to 63,000 | Visitor app in phase 2 |
| Custom full | EUR 55,000 to 75,000 | EUR 800 to 1,500 | EUR 70,000 to 102,000 | Higher initial investment |
From 4 shows a year, the owned tool becomes cheaper than full SaaS by year two, not counting control of the exhibitor database, an organiser's core commercial asset.
Modules and their price
| Module | What it does | Indicative cost excl. VAT | Expected impact |
|---|---|---|---|
| Interactive floor plan | Clickable stands, free, on hold, sold status, price per m² | EUR 8,000 to 15,000 | Stand sales 2 times faster |
| Exhibitor portal | Contract, payment, technical documents, catalogue | EUR 6,000 to 12,000 | -40% inbound emails |
| Service ordering | Furniture, power, Wi-Fi, cleaning, visibility | EUR 5,000 to 10,000 | +12% add-on basket |
| QR badges | Visitor and exhibitor registration, printing, access control | EUR 5,000 to 12,000 | Entry queue cut by 3 |
| Invoicing | Deposits, balance, credit notes, accounting export | EUR 4,000 to 9,000 | Cash collected 15 days earlier |
| Analytics | Occupancy, revenue by sector, scans per stand | EUR 3,000 to 7,000 | Follow-up data for next edition |
The core phase usually bundles floor plan, exhibitor portal and invoicing. Badges and service ordering are added before the next show.
Constraints specific to Vienna
Vienna shows attract many exhibitors from Germany, Hungary, the Czech Republic and Italy: plan a German and English exhibitor portal, possibly more languages, for an extra EUR 2,000 to 4,000. Venues (exhibition centre, congress halls, hotel spaces) require a different floor plan for each edition, hence the value of a reusable plan editor. Card payment through Stripe costs around 1.5% + EUR 0.25 per European transaction, to factor into your pricing.
Mini case study
Marc, director of a trade show organiser in Vienna, produces 6 shows a year with 220 exhibitors on average, 1,320 exhibitors in total. His team spends about 2,400 hours a year on admin. A 35% saving frees 840 hours, around EUR 29,000 at a loaded cost of EUR 35 per hour. The average add-on basket rises from EUR 900 to EUR 1,008 per exhibitor, EUR 142,500 extra revenue per year. The full software, billed EUR 62,000 plus EUR 6,000 per year maintenance, pays back within the first season.
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FAQ
How long before the first show should the project start?
At least 5 months before stand sales open: 3 to 4 months of development and 4 weeks of testing with a pilot show.
Do QR badges work without internet?
Yes, the scanning app can work offline and sync scans later, for an extra EUR 2,000 to 4,000 of development.
Can we import the exhibitor base from previous editions?
Yes, importing an Excel file of 5,000 to 20,000 contacts is included and takes 2 to 3 days of cleaning.
Does the software handle several shows in parallel?
Yes, the multi-event architecture is built in from phase 1, each show having its own plan, prices and exhibitors.
Who owns the code?
You do. Source code and data belong to you, maintenance stays optional from EUR 400 per month.
Let's scope your project. Tell us your number of annual shows, exhibitors and current tools: we will price a core phase between EUR 30,000 and 45,000 deliverable in 3 months. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
