GreenEvo brand Some companies participating in the Accelerator have pointed out that many foreign buyers are suspicious about technically advanced solutions originating from Poland. We will attempt to change this by building the GreenEvo brand as a sort of guarantee for the quality of green tech nologies “made in Poland”. The Accelerator competition makes it possible to make up a list of the best green technologies deve loped in Poland. The competition winners will be able to use the GreenEvo brand and the related values, which would make their solutions credible on international markets. Leading Polish solutions will also be promoted in the course of international meetings of the representatives of the public administration. The Acceleratorrelated marketing materials will promote the winning companies. In turn, the companies will be able to use the GreenEvo visualisa tion in their own promotion activities. Marketing support Polish green technologies are often cheaper than their foreign counterparts and many solutions have no direct counterparts at all. But what can potential customers think when they hear that a given technology is distinguished by a low price and uniqueness? Can they definitely understand the real benefits offered by the solution offered? The companies participating in the Accelerator are assisted in the preparation of company promotional materials. They are able to take part in training courses on the presentation of the benefits, rather than only the parameters of functional techno logical solutions. Experts are helping them identify the features which make their technologies different and prepare pro motion materials for foreign customers. Commercial missions abroad The basic aim of the Accelerator is to support the international operations of the participating companies and the exports of Polish technologies. The participating companies have been divided into groups on the basis of their experiences to date and their capacity to operate on their own in foreign markets. The “sink or swim” approach cannot be applied to all the companies, as some of them can become excellent swimmers, whereas others may wish to make use of the assistance offered. In turn, the Accelerator can help the more independent companies identify favourable directions of foreign expansion for their
32 EUMCCI Review
existing solutions - and not the ideas and concepts
supporting environment protection in a broad sense
commercialized and implemented in real customers
...Polish... ...for export...
contribution of the native technological idea and not distribution of someone else’s products support for the Polish export and not sale in Poland or import
technologies. The companies participating in the Accelerator is planned to use the commercial missions abroad, and organisational support for their participation international fairs. They will also be able to seek co-financing to cover the costs of these activities within the framework of export support instruments available from the Ministry of Economy and the Polish Agency for Enterprise Development. Specialist training courses The companies participating in the Accelerator can use the training courses available, e.g. on: • Techniques for sales of complex technological solutions and the shift from price-based competitiveness to value based competitiveness; • Development of marketing messages addressed to customers and journalists; • Preparation of business plans for new undertakings; • Mobilisation of resources for development and implementation of projects (also within the framework of the Operating Programmes: Infrastructure and Environment and Innovative Economy); • Patent protection of inventions in Poland and abroad. The training courses will be delivered by external experts and experienced public administration staff. Further development One of the participants in the Accelerator noted already at the outset of cooperation that “the qualification for GreenEvo brings benefits in itself. The participation incites the management to review its strategy, reminds it of its chances on foreign markets and mobilises it to take action. Knowledge of foreign markets The entry of a technological company to a
foreign market requires the knowledge of specific provisions of law, rules and technical standards, often the adaptation of the technologies offered to them, as well as the passing of certification processes. It becomes a challenge to find partners and to check whether the selected companies can be trusted. Not all companies can aptly use securities for export transactions. Some projects to implement Polish techno logies can count on co-financing from foreign funds and development aid programmes. The Accelerator experts and partners assist companies to collect the necessary information concerning selected foreign markets and the conduct of operations on these markets. In many situations, the Trade and Investment Promotion Sections and the Economic Sections of the Embassies of the Republic of Poland turn out to be indispensable sources of information. Protection of industrial intellectual property A commercial success of Polish techno logies will be short lived if their international sale is not accompanied by the appropriate protection of intellectual property. The companies which develop unique tech nologies sometimes forget that by offering them on foreign markets they run the risk that their ideas may be stolen and their solutions may be copied; unfortunately, the possession of Polish patents will not protect them against such abuse. The protection under international patents can safeguard intellectual property rights, but can sometimes be expensive. Therefore, in cooperation with the Patent Office of the Republic of Poland, the most appropriate form of protection of a technology can be chosen and options for its financing considered.
Coverage of the EUMCCI Quarterly Financial Panel Discussion and a main feature from IFBIM.