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VC 'office hours' on steroids

February 6, 2013: 11:23 AM ET

Venture capitalists take new trend to a higher level.

FORTUNE -- "Office hours" are one of the venture capital industry's few recent innovations, with investors taking a couple hours to let entrepreneurs pick their brains without the pressure of a formal pitch. Now the National Venture Capital Association is taking things to the next level, as part of its annual meeting in San Francisco.

It's being called "The world's largest office hours," with more than 50 firms having already agreed to participate. Notables include Accel Partners, Benchmark Capital, Bessemer Venture Partners, New Enterprise Associates, Foundry Group, Venrock and True Ventures.

Here's how it will work: Entrepreneurs (at all stages of company development) must apply ahead of time by going here, with registration open through March 1. Those selected will then schedule at least two formal meetings with desired VC firms during the annual meeting on May 14, in San Francisco. Chosen entrepreneurs also will be able to gather with VCs in a more casual networking lounge. There is no cost to entrepreneurs.

And, for some reason, the event even has a trailer:

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About This Author
Dan Primack
Dan Primack
Senior Editor, Fortune

Dan Primack joined Fortune.com in September 2010 to cover deals and dealmakers, from Wall Street to Sand Hill Road. Previously, Dan was an editor-at-large with Thomson Reuters, where he launched both peHUB.com and the peHUB Wire email service. In a past journalistic life, Dan ran a community paper in Roxbury, Massachusetts. He currently lives just outside of Boston.

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