The call for projects and the various pre-selection phases will take place in October 2026. At the conclusion of these phases, three finalist projects will be invited to present their product and market entry strategy at SIEA 2026.

This year, the competition poses a very concrete question to entrepreneurs:

Is your product/service ready for the Swiss market?

 

Facing a panel of experts from the fields of entrepreneurship, distribution, import-export, and regulatory compliance, the finalists will need to go beyond the traditional pitch. They will be asked to demonstrate not only the strength of their project but also their product’s actual ability to meet the expectations of the Swiss market.

Product, value proposition, compliance, packaging, pricing, logistics, and commercial potential will be among the key aspects examined.

 

Each presentation will be followed by a discussion with the jury to provide candidates with professional, practical feedback on their level of market readiness and any necessary adjustments.

And because a product must also win over its target audience, the audience will help select the winner: their vote will account for 50% of the final score, with the remaining 50% awarded by the expert jury.

Beyond the competition, “Ready for Switzerland?” aims to provide an opportunity to test a project against the market, receive expert feedback, and, above all, identify the next steps to turn potential into a commercial opportunity.

Applications will open in October 2026.