Web 2.0 Expo NY is launching a new program called Startup Showcase. The following is an interview with Web 2.0 Expo Co-Chairs Sarah Milstein and Brady Forrest about the new program and tips they have for all startups trying to get on stage.

What is Startup Showcase?

We’re excited that this year at Web 2.0 Expo, we’re hosting our first-ever Startup Showcase. The idea is to highlight the startup ecosystem’s creativity and variety, while giving entrepreneurs a chance to get in front of hundreds of potential users and a couple of high-profile investors.

Tim O'Reilly, O'Reilly Media Inc.

Fred Wilson, Union Square Ventures

On Wednesday night, September 29, we’re going to have approximately 30 startups demoing in one large room (at the Sheraton New York Hotel & Towers). We’ll provide a small table and room for two people to demo—startups bring a laptop (or two) and a founder (or two). Expo attendees will have 50 minutes to see the demos (we’ll sound a chime every five minutes, letting people know it’s time to circulate). As they walk around, attendees will vote on their favorite demos. At the end of the hour, Tim O’Reilly (O’Reilly Media Inc.) and Fred Wilson (Union Square Ventures) will each announce their top pick along with the audience favorite.

What does a startup get if they’re selected to pitch?

The three selected companies will each give a pitch and have an on-stage conversation with Tim and Fred. Tim and Fred plan to hold these conversations the way they run actual pitch meetings, so it should be a good learning experience for the entrepreneurs. Expect very active discussions.

Can you give us more details on exactly the types of startups you’re seeking?

We’re looking primarily for early-stage not-overly-funded companies across a range of sectors. Hardware/software, mobile/web, for-profit/non-profit, B2B/B2C, etc. We’re more interested in intriguing ideas than hot trends (though, like other humans, we’re susceptible to buzz).

What makes a startup’s application jump to the top of your pile?

An interesting technology or approach matched to an identifiable problem or opportunity. Also, a clearly written application will catch our eye in a good way. And we always appreciate when applicants use the “Anything else you want us to know?” field to share info that sets them apart.

For example, StartupDigest did a great job with this section in their application: “Four things: Email newsletters are hot again both as replacements for blogs and profitable web businesses. We have grown from 22 to over 56,000 subscribers in 8 months. We have already worked with O’Reilly & TechWeb on Web 2.0 Expo. We have already received three offers for investment and one for acquisition. Thanks!”

What’s the most common mistake you see in event pitching applications from startups?

When applicants use a lot of jargon, we suspect they either don’t know what they’re talking about, or they don’t know how to communicate effectively with civilians.

There’s been a lot of debate recently (e.g. this post by Jason Calacanis) about startups having to pay to pitch/demo at events. Where do you stand in this debate, and do startups selected for Startup Showcase have to pay to pitch?

We aren’t fans of the pay-to-play model (when people ask why, we usually point them toward Calacanis’s post). So there’s no fee to apply for Startup Showcase, nor is there a fee to participate if you’re selected.

What do startups need to do to apply?

Head to http://www.web2expo.com/webexny2010/public/cfp/119 and fill out the application form. It’s mercifully short.