EIC International Trade Fairs and USA Soft-landing Programme 3.0: what the tender asks for and why it matters

On 13 June 2023 the European Innovation Council and Small and Medium-sized Enterprises Executive Agency published a call for tenders to run the EIC International Trade Fairs and USA Soft-landing Programme 3.0. The request invites contractors to support the commercialisation strategy of selected EIC beneficiaries, to implement soft-landing activities in the United States and to strengthen the global visibility of the EU innovation brand. The tender is framed as a successor to two previous iterations known as OTF 1.0 and OTF 2.0.

What the programme is expected to deliver

The successful contractor will provide a range of services aimed at helping EIC-funded companies move from European proof-of-concept to international customers and partners. Core services set out in the procurement documents include securing exhibition space under a consolidated European EIC Pavilion at selected international trade fairs, delivering dedicated training sessions for participating companies, carrying out company promotion, and organising networking side events and sessions designed to connect startups with buyers, partners and investors.

Procurement logistics and required documentation

The tender was published through the EU Funding & Tenders Portal and had associated TED notices and a corrigendum. Bidders were required to submit several annexes and administrative documents. The selection and award criteria are set out in the procurement documents available on the portal. Submissions were electronic.

Background and links to earlier programmes

The tender explicitly references earlier operations labelled OTF 1.0 from 2016 to 2019 and OTF 2.0 from 2020 to 2023. Those previous programmes sought to coordinate EU-level participation at global trade fairs and to deliver market entry assistance for beneficiaries of EIC funding. The new contract is legally anchored in the EIC work programme 2023 and is presented as a continuation and scaling of prior activity.

Why this matters for EU startups and the innovation ecosystem

International trade fairs and soft-landing services can help deep tech and scaling startups obtain customer feedback, secure commercial pilot projects and form partnerships essential to scale. The United States is a priority market because of its large customer base, investor community and procurement opportunities. For EU policymakers, coordinated support under an EU or EIC banner also serves an external branding function. It signals that the bloc is actively trying to help its innovators scale internationally.

Practical implications for bidders and for beneficiaries

Potential contractors needed the operational capacity to secure and manage exhibition space across multiple international events, run tailored training modules and manage PR and outreach for a cohort of companies. They also needed experience organising soft-landing activities in the United States, including local partnerships, workshops and introductions. Subcontracting arrangements were anticipated and had to be declared in the submission. The contract value signals a multi-year, multi-event programme rather than a single event service.

Questions and caveats that matter but are not fully answered in the call

Public procurement texts typically set the scope and evaluation framework but leave important implementation details to the contractor. The tender materials do not by themselves guarantee outcomes for participating firms. Key open questions include how success will be measured, how companies will be selected for each fair or for US soft-landing, and how the programme will ensure follow-through from initial meetings to paid pilots or contracts. There is also the perennial risk that a branded pavilion creates visibility but yields limited commercial returns if matchmaking and sectoral targeting are not rigorous.

Application pathway and timeline

The tender used the standard EU open procedure and required electronic submission via the EU Funding & Tenders Portal. The deadline for tenders was 07 August 2023 at 10:00 CEST. Interested bidders were directed to the procurement documents on the portal which contain the full selection and award criteria. For companies wanting to participate as beneficiaries, the EIC and EISMEA websites set out eligibility and participation modalities for EIC-funded firms.

What to look for next and final considerations

For suppliers the opportunity represented a sizeable EU contract in a space where operational experience across trade fairs, international PR and US market entry is decisive. For EIC-funded companies the programme could reduce costs of international outreach and provide useful matchmaking. Observers should watch published evaluation criteria and any subsequent calls for proposals aimed at recruiting participating companies. When EU agencies scale trade fair interventions it is reasonable to expect closer scrutiny on performance metrics and follow-on commercial outcomes. That scrutiny will determine whether the programme adds durable value beyond temporary visibility.

For full details on the tender documents, annexes and submission rules see the EU Funding & Tenders Portal and the EIC and EISMEA websites. The original publication on the EIC site is dated 13 June 2023 with the application deadline 07 August 2023.