Innovation and international expansion: turning technology into business growth
Springboard35 at SMAU Milano 2026 | November 3–4
On November 3–4, we’ll be attending SMAU Milano 2026, one of Italy’s leading innovation events, bringing together startups, established companies and investors to explore emerging technologies and new business opportunities.
With open innovation and international collaboration at the heart of this year’s edition, SMAU is a great opportunity to discuss a challenge we regularly see at Springboard35: how to turn promising technology into commercial growth, particularly when entering new markets.
Innovation drives competitiveness. But does it always create demand?
Innovation has always been a major source of competitive advantage for technology companies. It helps businesses differentiate, develop new solutions and unlock growth opportunities.
But as technology evolves at an increasingly rapid pace, an important question arises: how much of that innovation translates into measurable business value?
Artificial intelligence is a good example.
In just a few years, AI has become a strategic priority across industries. Companies are investing, experimenting and bringing AI-powered solutions to market. Yet the conversation is gradually shifting from what AI can do to the returns those investments actually deliver.
Adopting new technology doesn’t necessarily lead to better business results. Commercial success still depends on the problem being solved, the economic value delivered and whether customers consider it worth investing in.
A technological advantage doesn’t automatically mean a validated commercial opportunity.
And that distinction becomes even more important when expanding internationally.
Taking innovation into new markets requires more than a proven product
Proving a technology’s value in its home market is a strong starting point. But it doesn’t guarantee the same results elsewhere.
Customer priorities, technology adoption, competitive dynamics and buying processes can vary significantly between countries. A solution that addresses a clear need in one market may face different expectations or limited demand in another.
International expansion is therefore about more than extending a company’s geographical reach. It’s about understanding where genuine demand exists and developing the right commercial approach to capture it.
This means assessing market potential, understanding how customers buy and choosing the right route to market. It also means knowing whether the business is ready to expand in the first place, a topic we explore in our article on “How to evaluate a market by combining market attractiveness + PESTEL”
A strong go-to-market strategy, backed by effective sales execution, helps reduce uncertainty and turn market opportunities into sustainable growth.
What are we looking for at SMAU?
With 180 startups and more than 200 established companies expected to attend, SMAU Milano 2026 offers a valuable environment for open innovation, technology scouting and international business collaboration.
For Springboard35, it’s an opportunity to discover emerging technologies and innovative solutions with the potential to grow across European markets.
We’re looking to meet the companies behind these technologies, understand their growth ambitions and explore how we can support their commercial development and international expansion.
Of course, the value of an event goes well beyond making new connections. What matters is identifying the right opportunities and turning initial conversations into meaningful business relationships. It’s something we’ve explored in our article on “How to evaluate a market by combining market attractiveness + PESTEL”
Our focus is on helping promising technologies reach the right customers, establish a strong market presence and scale commercially across Europe.
Italy: a key market for Springboard35
Italy is our second-largest market and a key part of our European operations.
We have an established local presence and experienced B2B sales teams, with strong capabilities in commercial execution. This allows us to support technology companies entering the Italian market, as well as businesses looking to strengthen their existing sales operations.
Attending SMAU is also an opportunity to deepen our connections within Italy’s innovation ecosystem and explore new opportunities for international collaboration.
See you at SMAU Milano 2026
We’ll be in Milan on November 3–4, meeting technology companies, discovering new solutions and exploring opportunities to bring innovation into new European markets.
If you’re considering international expansion or looking to accelerate commercial growth in Europe, we’d be glad to connect.
Will we see you at SMAU Milano 2026?
