how to promote Australian companies in Europe

 The EU market is a huge market and opportunity for Australian companies.
 
There are 27 EU member states, containing a population of around 450 million people and a GDP of around € 16 trillion.
 
Each country has very specific, cultural and bureaucratic norms which can be complex and confusing.
 
Here in Germany, different regional ecosystems tend to specialise in different technical industries. There are 12 industry hubs in cities across Germany. Munich and Stuttgart metropolitan areas are known for high tech and automotive manufacturing. The Rhine-Neckar region is a centre of the chemicals and IT industry, and Frankfurt is the financial centre. High per­formance high-tech centres are developing rapidly in former East Germany, particularly the “lighthouse regions” of Dresden, Jena, Leipzig.
 
GTAI (Germany Trade and Invest) is an ideal contact for Australian companies looking to establish business operations in Germany.

Collaborations and partnerships are highly valued in Europe. The Fraunhofer-Gessellscaft is one of the world's leading applied research organisations and plays a crucial role in working with Industry in areas such as Artifical Intelligence, Quantum technologies, Resource efficiency and climate technologies.

Partnering with a German or EU research organisation such as Fraunhofer is a great way to build relationships, develop EU IP and be eligible for grants and subsidies in Europe.
 
There are 5 models for successfully scaling in Europe for Australian companies:

1. Global commodity strategic advantage such as resources like BHP and Fortescue but also smaller Australian resource companies that can assist Europe with goals of the EU Critical Raw Materials Act (CRMA).

2. Product Innovators - Australian companies with world-leading product or innovation capability such as CSL and ResMed. This also applies to small and mid cap companies such as those in the Hydrogen and clean energy sectors.

3. Business Model Pioneers - Australian companies developing innovative approaches to doing business that produces a competitive advantage. An example is Macquarie Infrastructure Fund.

4. Software Innovators - Australian software or tech companies that can expand rapidly by leveraging a scalable technology in a market segment that is specific and not over serviced by European companies. An example is EventsAir an events management software company.

5. Leveraging IP developed in Australia and collaborating with a German or EU company to develop and commercialise in EU. An example is Neometals (ASX: NMT) which developed Hydrometallurgical battery recycling capability in Australia and partnered with SMS Group in Germany to form a JV (Primobius) to develop and commercialise - resulting in agreements with Mercedes Benz.

We assist Australian and global companies refine, implement, adapt, and analyse their European strategy and make vital introductions with EU stakeholders and investors.