For Swiss startups, international growth often begins early. A strong technology that addresses a global industry need, combined with a scalable business model, can create opportunities far beyond the home market. But going global does not mean using the same strategy everywhere.
There Is No Single Global Market
Founders often speak of “the global market” as if it were one coherent opportunity. It is not. A product may solve the same problem across countries, but adoption, sales, regulation, financing, and trust can vary significantly from one market to the next.
For Enerdrape, this became clear even within Europe. The technology works across markets, but regulations, construction standards, energy prices, value chains, and customer priorities differ by country.
“The technology remains the same, but the USP and the value proposition can really be different depending on this market.”
Margaux Peltier, Co-Founder & CEO, Enerdrape
Enerdrape turns underground spaces into renewable energy sources for heating and cooling buildings.
A global opportunity rarely becomes a global rollout. It becomes a series of local market entries, each with its own logic. Being built for the world does not mean treating the world as one market.
The Same Company Needs Different Narratives
A startup should not change its identity from market to market. But it often needs to change how it explains itself. Investors, customers, and partners look for different signals. Some markets reward proof, figures, and discipline; others expect a bigger vision, stronger ambition, and a clearer growth story.
Jan Brzezek, former founder and CEO of Crypto Finance, experienced this when pitching to investors in Switzerland, Asia, and the U.S.
“You have to change the story. In Switzerland, you have to be more humble and focus more on figures and your background. In Asia or the U.S., it is much more about wanting to conquer the world.”
Jan Brzezek, former Founder & CEO, Crypto Finance
Crypto Finance built institutional-grade crypto asset services and was acquired by Deutsche Börse Group.
For Jan, the difference was not cosmetic. The company was the same; the emphasis changed with the market. International storytelling is not about exaggeration. It is about understanding what each audience listens for and adapting the message without weakening the core story.
Markets Move at Different Speeds
Markets also move at different speeds. Some require long education cycles and careful validation; others react quickly once the value is clear. Customer priorities differ too. Some focus first on safety and performance, while others emphasize economic impact or look for new applications.
“The value proposition was very much understood the same. But some countries reacted differently.”
Amélie, Founder & CEO, Volumina Medical
Volumina Medical develops pioneering biomaterials that enable tissue repair in plastic, reconstructive, and aesthetic surgery.
In the U.S., key opinion leaders quickly calculated the economic value of reducing operating room time. In Asia, stakeholders started thinking more broadly about additional applications. The innovation and core value were the same. The market response was not. The sales argument, decision path, and proof points had to change.
Adapt the Approach, Not the Ambition
Adaptation does not mean compromise. It means knowing what must remain constant and what needs to change. That may involve refining the pitch, choosing different partners, building local expertise, adjusting the go-to-market model, or deciding that an attractive market is not yet right for the company.
The vision may stay the same, but the playbook will not. Swiss startups built for the world still win market by market.
Your Global Journey Starts Here
For 20 years, Venturelab, through its Venture Leaders program, has helped Switzerland’s most promising startups connect with investors, industry leaders, successful entrepreneurs, and the world’s leading innovation hubs.
More than 600 startups have joined the Swiss National Startup Team, where they have built international connections, attracted investment, and entered new markets.
Do you want to accelerate your Swiss startup? Join the Swiss National Startup Team to pitch to international investors, expand your network, and take your company beyond borders.
Learn more and apply: www.ventureleaders.swiss
Additional Links
Venturelab Summer Series: Creating Global Company Culture
