How Can a Water Technology Company Seize Opportunities in a Foreign Market?
This question poses a significant challenge for many companies. During the European Water Tech Week (EWTW) in Leeuwarden, a plenary session with cluster organizations from the United States, the United Kingdom, and Denmark highlighted the importance of maintaining strong connections with parties who have in-depth knowledge of the target market. Such connections enable companies to quickly identify the do’s and don’ts in those markets—a crucial advantage. When a company has scaled up a technological innovation, speed is critical in market introduction. If you attempt to navigate everything on your own, you could lose years—if you succeed at all.
At this stage, connections with local clusters are immensely valuable. This was evident in presentations by Bryan Stubbs from the Cleveland Water Alliance in the US, Tom Williams from British Water, and Scott Gronnegaard Allison from CLEAN, the Danish Water & Environmental Cluster, on the first day of the EWTW. Their contributions underscored how effective collaboration with clusters can significantly shorten the period from innovation to full-scale implementation. Clusters know the landscape, are aware of ongoing projects, and have connections with companies that can access utility tenders—a critical factor.
Stubbs illustrated this by describing the Great Lakes Region, where his cluster operates. The region features large-scale programs and substantial subsidy opportunities aimed at improving water quality—an attractive prospect for Dutch water technology companies. Stubbs even encouraged participation, emphasizing the pressing need for water quality solutions in the Great Lakes Region.
In Europe, clusters often seek each other out, frequently as a result of European projects designed to require collaboration across multiple countries. This naturally fosters connections, which are invaluable. Ariane Blum, CEO of Water4All, the EU’s freshwater research funding program, explained during her contribution that they are seeking more European partnerships to promote innovation outside of Europe. This could potentially lead to the creation of an EU-level innovation pavilion at international events, which Blum believes could be highly effective.
Within the European framework, the European Innovation Council (EIC), discussed by its president Michiel Scheffer during the EWTW, also plays a key role, offering interesting funding packages for companies looking to scale up. Scheffer hinted at new opportunities on the horizon, presenting additional prospects for businesses. The plenary session showcased inspiring examples of companies like Plant-E, SusPhos, and Chaincraft that have already leveraged EIC funding programs. However, navigating the range of options can be challenging. To assist companies in this endeavor, Water Alliance has, for several years, organized a financing roundtable where businesses can pitch their funding needs directly to financial institutions, facilitating valuable matches in the complex quest for capital.
EWTW also featured the WIS Award competition. This event consistently provides a platform for promising innovations. This year, in an exciting finale, BubbleFlush won both the audience and jury awards after an impressive pitch. The concept is inspiring: using cavitation (“imploding bubbles”) to remove dirt and limescale from toilets. Yet another excellent product from a passionate and ambitious entrepreneur, born out of the ongoing drive for innovation in the water technology sector.
Hein Molenkamp
Managing Director, Water Alliance
New Business is a recurring column in H2O Magazine published four times a year. It focuses on (Dutch) innovations in water technology, with an introduction by Hein Molenkamp and showcases of various companies.
