Entering new markets: Lessons from SMEBeyond’s webinar series

Over the past months, SMEBeyond has delivered a series of practical and insight-rich webinars focused on helping small and medium-sized enterprises break into new international markets. With a strong emphasis on clean and green technologies, the sessions explored how to approach markets such as the United States, Canada, the United Kingdom, the Netherlands, Spain, France, and countries across the South Baltic region.

Green SMEs gain access to growing international markets

Each webinar provided deep insights into one or more of SMEBeyond’s target markets and featured local experts offering tailored advice on regulatory conditions, bureaucratic hurdles, cultural nuances, and business communication styles. Companies received strategic guidance on how to approach partnerships, find relevant stakeholders, and access public-private funding schemes. In addition, the sessions covered available soft-landing services such as expat centres, innovation clusters, and national support organisations. Participants walked away not only with valuable market knowledge but also access to curated networks, tools, and frameworks designed to support long-term international expansion.

In the Netherlands, the sessions revealed that Dutch partners value clarity, preparation, and relevance. The business culture is notably direct and results-oriented, and successful partnerships are built more on credibility than on formal hierarchy. Matchmaking through innovation platforms and clusters was highlighted as one of the most effective entry strategies.

“We are here for companies that need help. That can be in different ways – companies can hire office space, but they can also just walk into our office to get business support.”

Rixt Sinnema – Water Alliance

In Spain, trust and personal relationships are key. Participants were encouraged to plan for slower decision-making processes and to work with local partners to navigate bureaucracy and cultural nuances. Rather than entering the market through large trade fairs, the advice was to start with small pilot initiatives and gradually build local presence.

The webinar on France pointed out the importance of language and structure. Speaking French and understanding formal hierarchies can improve integration. France offers a dense ecosystem of clusters and support programs, but navigating them requires time and persistence. Innovation is welcomed, and the recommended approach is to build partnerships through co-development and collaboration with local institutions.

“Those specialized clusters and organizations all over the country are really an enormous advantage to join, because you will talk to people that are specialized in your subject and are here to help you and guide you.”

Arthur Dervillez – Loretta

Extending the focus beyond Europe to the United States and Canada. Both are large, opportunity-rich markets with distinct cultural, legal, and business environments. In the U.S., market entry depends on understanding the regulatory landscape, localising communication, and forming region-specific strategies. Business interactions are typically fast-paced, contractual, and driven by clear value and data. Canada offers a more European-aligned business culture but varies significantly by province. Success depends on identifying the right partners, engaging strategically, and investing time in relationship-building. For both countries, “thinking global, acting local” is critical, along with early-stage validation and clear differentiation.

The South Baltic region, covering Denmark, Poland, Lithuania, Germany and Sweden, was the focus of the final session. The overall message from all speakers was simple: don’t do it alone. Free support exists in all countries, from one-month office space in Sweden to startup guidance in Lithuania. In Poland, the outdated perception of “cheap labour” was challenged. Modern Poland offers loyalty, diligence, and high service standards. Lithuania, often underestimated due to its size, is in fact a vibrant and tech-savvy market eager to attract green and digital innovation. In Denmark, the open business environment invites international engagement, but many companies still try to manage market entry on their own when support is readily available. Across the region, speakers stressed the value of clusters, universities, and public-sector organisations in helping green SMEs gain traction abroad.

“A mistake we see too often is companies trying to do it all themselves, when there’s so much support readily available.”

Allan Lyhne – Danish Export Association

Across all markets, one shared theme stood out: European SMEs do not have to navigate internationalisation alone. Every session highlighted the readiness of local actors; from trade and innovation agencies to cluster organisations and research institutions to support companies entering their country. Misconceptions remain a barrier, but each webinar helped dismantle these by showing that support is not only available, it is often free and actively encouraged.

Watch or rewatch all SME Beyond webinars
Missed a session or want to revisit a specific market? Watch all the webinars on-demand right here:

• Canada
• France
• Netherlands
• South Baltic
• Spain
• UK
• US