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Supporting international commercialisation of EU innovation
Overseas Trade Fair Participation
Programme
SME Instrument’s
WEBINAR 26 October 2016
Webinar hosts and speakers
Jean-Jacques Lennon Overseas Trade Fairs teamTeam Leader/Market Expert SEAModerator
Vanessa RicciSME Instrument Phase 3 teamProject ManagerSpeaker
Mamoru WatanabeDeloitte JapanMarket Expert JapanSpeaker
Eddie YanDeloitte ChinaMarket Expert ChinaSpeaker
Vilma ZotouOverseas Trade Fairs teamTeam MemberModerator
Introduction to the
OTF programme
3
1
The Overseas Trade Fair Participation
programme (OTF) objectives
HELPING YOU TO
SCALE UP
PREPARING YOU
FOR
BUSINESS DEALS
VIP ACCESS TO
MAJOR
INTERNATIONAL
TRADE FAIRS
VISIBILITY ON THE
INTERNATIONAL
SCENE
INCREASING YOUR
KNOWLEDGE OF
FOREIGN MARKETS
OTFs by the numbers
SME Instrument ChampionsUp to 15 Phase 1 and Phase 2
SME Instrument beneficiaries with a
signed grant agreement will be
selected for each fair
225International Trade FairsMajor global exhibitions with a sectoral or
cross-sectoral focus, in line with the SME
Instrument topics.15
Overseas MarketsUSA, Chile, Nigeria, South Africa, UAE,
India, Malaysia, Singapore, Thailand,
Japan, China.11
OTF Trade Fairs in 2017-2018
MIHAS
Food, tourism & pharmaceuticals
Malaysia
Fiber Optics Expo
Optical communications
Japan
IE Expo
Environment & biotechnologies
China
BIO International Convention
Biotechnologies
USA
TechInnovation
New Technologies
Singapore
Gitex Technology Week
IT and communications
UAE
Lagos International
Technologies & environment
Nigeria
Arab health
Health- & Medical care
UAE
CES International
Consumer technologies
USA
FIDAE International
Aviation, Space, defense & security
Chile
Asia Water Expo
Water industry
Malaysia
African Utility Week
Renewable energies
South Africa
Electronica & Productronica
Electronics
India
Metalex
Machine tools & Metal industry
Thailand
China International IndustryFair
Industrial technologies
China
“90 % of global economic
growth in the next 10 to 15
years is expected to be
generated outside Europe.”
(Trade for All)
CHINA• Projected growth in
real GDP at 6.0 –6.3% (2016 – 2017)
EMEA
ASEAN COUNTRIES• Projected growth in
real GDP at 3.3 –5.1% (2014 – 2018)CHILE
• Projected growth in real GDP at 2.5 –3.5% (2016 – 2020)
INDIA• Projected growth in
real GDP at 7.9 –8.0% (2016 – 2017)
JAPAN• Projected growth in
real GDP at 1.2 –1.7% (2016 – 2017)
NIGERIA• Projected growth in
real GDP at 5.0 –5.5% (2016 – 2017)
SOUTH AFRICA• Projected growth in
real GDP at 2.1 –2.4% (2016 – 2017)
UAE• Projected growth in
real GDP at 2.5 –4.3% (2016 – 2020)
USA• Projected growth in
real GDP at 2.4 –2.8% (2016 – 2017)
Target markets
Timeline
* Biennial event
MIHAS
FOE IE Expo
BIO Convention
TechInnovation
GitexTechnology
Week Lagos International
January February March April May June July August September October November December
2017
ArabHealth
International CES
FIDAE*ASIA Water
Expo*
African Utility Week* Electronica &
Productonica
CIIF
Metalex
January February March April May June July August September October November December
2018
Company Promotion
Side Events & Conferences
A Networking Reception
Pre-set Business Meetings Business
Mentoring
Free booth
Up to 1,000 EUR Optional Services
Commercialisation services for
SME Instrument Champions
Become part of the SME Instrument "Community“…
…and be promoted under the EU flag !
How the OTFs
works in practice
11
2
The OTF application process
Application period for each trade fair for
eligible SMEs
12
Who can apply ?
Phase 1 and Phase 2
SME Instrument Champions
with global ambitions
a solid international
business strategy and a signed
grant agreement
Application
periods may vary.
SMEs should
monitor the EASME
website and OTF
communications
Week 1 – 10
The OTF selection process
Application period for each trade fair for
eligible SMEs
Evaluation and selection of 10-15
SMEs (5 wait-listed)
Evaluation criteria
• Expected impact
• Fit with trade fair sector-
focus and audience, as well
as target market
• Commitment
SMEI Unit (POs)
Final selection of 15 SME
Instrument Champions
and 5 to be wait-listed;
notification to the
selected SMEs
13
Week 11 - 12
Collection of expectationsand pre-departure briefing in Brussels
Evaluation and selection of 10-15
SMEs (5 wait-listed)
14
The OTF Company profile form
Week 13 – 14
Application period for each trade fair for
eligible SMEs
Acceptance &
Cancellation policy
Submission of the Company
Profile form implies
commitment to
participate!
Company Profile
Selected SMEs will be
asked to fill a Company
Profile form which will
be discussed during
the pre-departure
briefing
Start of promotionand matchmaking in
target markets.
Evaluation and selection of 10-15
SMEs (5 wait-listed)
15
The OTF matchmaking
Week 16
Application period for each trade fair for
eligible SMEs
Collection of expectations and pre-departure briefing in Brussels
On the basis of the
refined
Company Profile
The OTF matchmaking
Mission week at Trade Fair and immediate satisfaction survey
17
The OTFs logistics
Week 23 - 24
Start of promotion and matchmaking in target
markets.
Evaluation and selection of 10-15
SMEs (5 wait-listed)
Application period for each trade fair for
eligible SMEs
Collection of expectations and pre-departure briefing in Brussels
ExpensesParticipant
contribution
European Commission
contribution
TRAVEL & ACCOMODATION
50% of approved expenses up to
1000 €
The additional costs may also be covered as
dissemination activities under the SME Instrument
Phase 2- grant agreement if it is still on-going at
the day of the exhibition period at the Trade Fair.
Direct Flight Economy class
(Europe—Trade Fair location—
Europe)
+/- 1000 €
Single Room
(4 nights in Trade Fair location)
+/- 800 €
OPTIONAL ADDED-VALUE SERVICES
Category 1
(Travel and accommodation services)
Category 2
(Consulting and regulatory advice)
Category 3
(Printing, translation, booth
customising)
+/- 1000 €
Total +/- 2800 €
Financial aspects of the OTFs
FOE – Apply by 9 Dec 2016
OPTICAL
COMMUNICATIONS
SYSTEMS AND LASERS
TRANSMISSION DEVICES
MANUFACTURING
EQUIPMENT
60 000 VISITORS
300 EXHIBITORSTOKYO - JAPAN
MIHAS – Apply by 9 Dec 2016
FOOD & RELATED
TECHNOLOGIES
PHARMACEUTICALS
TOURISM
FINANCIAL SERVICES
22 000 VISITORS
540 EXHIBITORS
KUALA LUMPUR -
MALAYSIA
IE Expo – Apply by 13 Jan 2017
ENVIRONMENTAL
TECHNOLOGIES
WATER TREATMENT &
WASTE MANAGEMENT
AIR PURIFICATION &
POLLUTION CONTROL
43 000 VISITORS
1 300 EXHIBITORSSHANGHAI -
CHINA
BIO – Apply by 13 Jan 2017
BIOMEDICAL
TECHNOLOGY
CELL BIOLOGY
CLINICAL RESEARCH &
LABORATORY SERVICES
DIGITAL HEALTH
16 000 VISITORS
1 800 EXHIBITORSSAN DIEGO - USA
TechInnovation
ICT
ELECTRONICS
MANUFACTURING
HEALTHCARE
ENERGY &
ENVIRONMENT
1 200 VISITORS
100 EXHIBITORSSINGAPORE -
SINGAPORE
Gitex Technology Week
ICT
CLOUD COMPUTING
DATA MOBILITY &
SECURITY
ERP SOLUTIONS
75 000 VISITORS
1 700 EXHIBITORSDUBAI – UNITED
ARAB EMIRATES
Lagos International Trade Fair
AGRICULTURE & FOOD
BANKING & FINANCES
OIL, GAS, MINING & ENERGY
TRANSPORT & AUTOMOBILE
PLANTS AND EQUIPMENT
PERSONAL CARE &
FASHION
100 000 VISITORS
1 500 EXHIBITORSLAGOS - NIGERIA
CES International
ELECTRONIC GAMING
FITNESS & SPORTS
ROBOTICS & SMART HOME
3D PRINTING
170 000 VISITORS
3 800 EXHIBITORS
LAS VEGAS -
UNITED STATES
CONSUMER
TECHNOLOGIES
ELECTRONIC GAMING
ROBOTICS & SMART
HOME
3D PRINTING
Arab Health
HEALTHCARE PRODUCTS
MEDICAL DEVICE
HOSPITAL EQUIPMENT
DIGITAL HEALTH
101 000 VISITORS
4 000 EXHIBITORS
DUBAI - UNITED
ARAB EMIRATES
FIDAE International
CIVIL AVIATION
MILITARY AVIATION &
DEFENCE
MAINTENANCE
SPACE TECHNOLOGY
150 000 VISITORS
600 EXHIBITORSSANTIAGO - CHILE
Asia Water Expo
WASTEWATER
TREATMENT
WATER MANAGEMENT
SUSTAINABLE WATER
INDUSTRY
PRODUCTION OF
BOTTLED WATER
14 000 VISITORS
750 EXHIBITORS
KUALA LUMPUR -
MALAYSIA
African Utility Week
ENERGY STORAGE &
GENERATION
CLEAN & RENEWABLE
ENERGY
TRANSMISSION &
DISTRIBUTION
6 000 VISITORS
250 EXHIBITORS
CAPE TOWN -
SOUTH AFRICA
Electronica & Productronica
ELECTRONIC
COMPONENTS
PHOTONICS
SEMI-, MICRO- &
MACROCONDUCTORS
BATTERIES & STORAGE
SYSTEMS
15 000 VISITORS
350 EXHIBITORSNEW DELHI - INDIA
China International Industry Fair
METALWORKING
INDUSTRIAL
AUTOMATION
ROBOTICS & CNC
ENERGY & RENEWABLE
ENERGY
120 000 VISITORS
2 000 EXHIBITORSSHANGHAI -
CHINA
Metalex
METAL FORMING &
FABRICATING
TOOLS & TOOLING
MACHINERY
WELDING TECHNOLOGY
MOLD & DIE
100 000 VISITORS
3 300 EXHIBITORSBANGKOK -
THAILAND
Share contacts withthe SME Instrument
Community
Follow-up and economic
impact surveys
34
Activities after the Trade Fair
Start of promotion and matchmaking in
target markets.
Evaluation and selection of 10-15
SMEs (5 wait-listed)
Week 26
Application period for each trade fair for
eligible SMEs
Collection of expectations and pre-departure briefing in Brussels
Week 27-50
Mission week at Trade Fair and immediate satisfaction survey
Week 23 - 24Week 16Week 13-14Week 11-12Week 1-10
Q & A
35
3
36
Question 1:
How did you choose these trade fairs? What were the criteria?
The trade fairs have been selected based on:
• the geographical criterion;
• the past edition of the trade fairs (numbers of visitors, exhibitors and
international participation);
• emerging economies in terms of potential business opportunities for the
Funded SMEs (e.g. Middle East, South East Asia, Africa);
• the preferences of the Funded SMEs that have been consulted;
• the number of Funded SMEs per SME Instrument topic;
• the "innovation/technology factor" in cross-sectorial trade fairs;
• the "Trade for all" Communication of the European Commission;
• the available budget to organise this action.
37
Question 2:
When will the applications open for given Trade Fairs ?
There are 4 Trade Fairs for which applications are currently open:
• FOE & MIHAS: apply by 9 December 2016
• IE Expo & BIO: apply by 13 January 2017
For subsequent Trade Fairs, calls for interests will be launched on the
EASME website as the programme progresses, typically +/- 4 months before
the Trade Fair. Alerts will be sent out by email, as well as on the OTF social
media accounts.
38
Question 3:
Are companies with an expired Phase 1 or Phase 2 grant
agreement eligible for the programme ?
Yes. The programme targets all Phase 1 or Phase 2 SME Instrument
Champions that have or had a signed grant agreement. Even after the
expiration of the grant agreement, an SME Instrument Champion is eligible
to apply for Phase 3 – Support to commercialisation services, where the OTF
programme is also part of.
39
Question 4:
Is the aim of participating the promotion of the Funded project
or is it just as much the promotion of the SMEs as companies ?
While the project funded under the SME Instrument Phase 1 or 2 is
expected to be highlighted, promotion is not solely restricted to it. The
selected SMEs will of course be promoted as companies as well, and more
importantly, under the EU flag.
Upon selection, the SMEs will provide all necessary information regarding
their company and the products/services/technologies they wish to
promote through the programme. These ‘SME profiles’ will be discussed
individually during the pre-departure briefing in a view to produce relevant
promotional material under the EU-flag that will be disseminated on the
international scene.
40
Question 5:
Can a company apply to all 15 Trade Fairs?
Yes. SME Instrument Champions may apply to an unlimited number of Trade
Fairs. However, please remind that if you want a successful application, you
will need the fit between the Trade Fair and your
product/technology/service.
If your application is successful, you can participate to maximum 2 Trade
Fairs with the OTF programme.
41
Question 6:
Will companies with previous experience in the targeted markets
be more favourably evaluated ?
The most important evaluation criterion is the impact that the participating
SMEs can be expected to generate from/at the Trade Fairs. The second
criterion is the fit between the Trade Fair and/or target market with the
company’s product/technology/service. The third criterion is commitment
of the SME to the programme, as the OTF programme should be regarded
by the SMEs as an additional EU investment in their project/company.
Previous business experience or relationships in the targeted markets are
valued positively in the ‘Expected Impact’ section. However, all the Trade
Fairs having an international scope, such experience is not a prerequisite.
42
Question 7:
Is presence required at the pre-departure briefing in Brussels?
What happens if I cannot attend ?
The OTF Team strongly advises selected SMEs to participate to all support
activities, including very importantly the Brussels’ briefing day, as
• its content (mentoring, market insights, practicalities in terms of
participation) is tailored to each Trade Fair and related target markets;
• it allows to discuss each SME’s ‘Company profile’ individually, which is
crucial for relevant matchmaking and pre-set meetings;
These are fundamental elements increasing the probability of an impactful
experience at the Trade Fair.
Nonetheless, attendance if impossible will be replaced by additional
support. Relevant alternative mentoring sessions will be organised to the
SMEs unable to join the Brussels briefing session.
43
Question 8:
How much human resources should we dedicate to the
preparation of the Trade Fair as well as to the actual participation ?
All calls for interest will give indications regarding the estimated human
resources needed for the preparation of the exhibitions, as well as the staff
needed onsite during the Trade Fair.
From experience, the OTF team recommends that at least one person be
fully dedicated to the preparation for the Trade Fair. In an ideal case, that
person is accompanied by a colleague during the Trade Fair, so as to always
have a representative at the SME booth, and another person able to attend
any B-2-B meetings, conferences or other side events.
44
Question 9:
The SMEs selected receive up to €1000 to cover up to 50% of
expenses. What type of expenses are eligible?
The European Commission will reimburse up to €1000 to cover 50% of expenses
related to:
• Travel and accommodation expenses;
• Customised services ordered through the OTF team, such as interpretation,
translation, printing, booth enhancement, consulting services.
The SMEs will incur expenses beforehand and send the related invoices to the OTF
Team, which will then reimburse 50% of the amounts, with the overall compensation
not exceeding €1000.
45
Question 10:
Phase 2 Champions may cover some expenses under their grant
agreement. Can you provide an example ?
Phase 2 Champions may cover the remainder of Trade Fair-related expenses
(not covered by the €1000-voucher) under dissemination costs within their
grant agreement. For example, for a total of €2800 of expenses
• Travel and accommodation = €1800
• Customised added-value services = €1000
The commission will reimburse 50% of these expenses, up to a maximum of
€1000, i.e. €1000.
The remainder of 1800€ can be integrated in the Phase 2 grant agreement if
it is still on-going at the day of the exhibition period at the trade fair. Please
check with your SME Instrument project officer for practicalities.
46
Question 11:
The OTF programme includes matchmaking services and
organises pre-set meetings at the Trade Fair for the selected
SMEs. Can selected SMEs participate to similar initiatives
organised by the Trade Fair ?
The matchmaking with relevant business counterparts is the key added-
value for participating SMEs.
The OTF programme will synergise with the Trade Fair organisers, other EU
initiatives at the Trade Fairs (for example if B2B meetings are organised by
EEN), or any other stakeholder to the extent possible. All existing
matchmaking initiatives, channels and tools will be leveraged, as the OTF
programme aims to create a maximal impact for attending SMEs.
This also applies to any other relevant event, conference, etc. that would
take place during the exhibition.
47
Question 12:
Does the mission week include meetings with local Government
officials ?
The OTF programme will seek to extend the reach of the participating SMEs.
This will be done through promotion to
• relevant multipliers, including Government-related entities, industry
associations, Chambers of Commerce and EU Delegations, etc.;
• relevant companies and business counterparts, including potential
customers, distributors, investors, partners, etc.
The OTF team will aim to support your matchmaking needs in a broad
sense, based on the needs gathered in the ‘Company profile’ during the
various mentoring initiatives of the programme.
Next steps & contacts
48
4
@H2020SME_OTF
https://ec.europa.eu/easme/en/sme-instrument-s-overseas-trade-fairs-programme
https://www.linkedin.com/in/sme-instrument-overseas-trade-fairs
49
Thank you !
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