At the beginning of 2014, Markus Reubi took over the management of the Swiss Business Hub Canada from his predecessor Caroline Blaser. Based in Montreal, he works closely with the internationalization promotion agency, Switzerland Global Enterprise, as well as with a network of partners and experts in Canada to support Swiss small and medium enterprises entering the Canadian market. In his presentation, the 40 year old diplomat elaborates on the organizational setup, the service portfolio as well as the goals of the Swiss Business Hub.

Export-oriented small and medium enterprises (SME) in Switzerland are getting off to a good start in the new year. Export sentiment heading into 2014 hasn’t been this sanguine since mid-2011. Although the individual sectors of industry vary in their optimism, the growth is geographically broad-based. Demand for Swiss products looks poised to rise in practically all major customer markets, according to the findings of the SME export indicator produced by Credit Suisse and Switzerland Global Enterprise (S-GE).

For many years Canada has been a popular export destination which offers a stable market environment. Swiss exports to the North American country reached a record high of CHF 3.23 billion in 2013 (+ almost 8% compared to 2012). The free trade agreement with Canada, which has been in force since 2009, also provides a constant additional boost to the bilateral trade. And there is definitely a potential for further development and growth.

It is against this background and generally positive market environment that the Swiss Business Hub Canada (SBH) opened the door to its new premises within the Consulate General of Switzerland in Montreal at the beginning of 2014.

PART OF THE SWISS GOVERNMENT’S EXPORT PROMOTION PROGRAM

As an integral part of the Swiss federal government’s export promotion program, the SBHs’ intention is to supplement private initiative by identifying and exploiting market opportunities in Canada, positioning Swiss exporters as internationally competitive providers and supporting access of Swiss companies to foreign markets. The SBH Canada used to be part of the SBH USA until 2009 and is today one of 21 independent business hubs operating on four continents around the world. It is run jointly by the Ministry of Foreign Affairs through the network of embassies and consulates as well as by S-GE.

For the SBH, close collaboration with Switzerland Global Enterprise, formerly known as Osec, is key and takes place on a daily basis. S-GE was founded as a non-profit association in Lausanne in 1927. It informs, advises and guides SMEs from Switzerland and Liechtenstein in their international business ventures. It links companies, experts and private and public organizations around the world, thus facilitating efficient  promotion of foreign trade. Apart from export promotion, S-GE has also been responsible for promoting Switzerland as a business location abroad since the beginning of 2008, as well as for promoting imports from selected developing and transition countries. These current mandates are defined in service agreements with the Swiss State Secretariat for Economic Affairs and last until 2015.

There is no doubt that being part of the Swiss export promotion program provides for synergies and creates trust among SMEs in Switzerland as well as partners in Canada.

PRODUCTS AND SERVICES PROVIDED THANKS TO A NETWORK OF EXPERTS AND PARTNERS IN CANADA

Typically, SMEs from Switzerland and Liechtenstein ask S-GE or the SBH for support when they want to expand and achieve success abroad. Whether they are exporting for the first time or planning to expand their international presence, they will be offered the correct support in each case. Products and services are targeted, personalized and modular and they range from information on markets and export know how to consulting in analysis, strategy or implementation. Providing contacts to business partners and companies as well as to governmental authorities, be it by means of organizing meetings, fact finding missions or trade fare participation is also part of the service portfolio.

The particular advantages S-GE/SBH offer are its experience and competence in internationalization, the neutrality of their advice and the global network. Building up and maintaining a network of experts in various fields in Canada – the so called “export directory” – as well as establishing and developing mutually beneficial relation- ships with partners like the chambers of commerce, the Swiss business community in Canada in general as well as Canadian pro- motion agencies and other actors is certainly one of the most important tasks of the SBH.

MAIN GOALS FOR THE SBH CANADA IN 2014

After several changes in recent years, the main goal of the SBH Canada is to basically consolidate its organizational structure and network in Canada. The fact that the new office is now located in Montreal can be  I NFO  S UISSE 6 an advantage, given the growing interest among companies from the French-speaking part of Switzerland and also given the particularities of east Canada. However, simultaneously having a presence and developing the network in all of Canada’s other economic centres including Toronto remains a strategic goal of the SBH. This is why the head of the SBH will travel quite frequently within Canada and is open to suggestions on how collaboration, particularly with the Swiss Canadian Chambers of Commerce, could be developed. Several promising discussions have started and will continue in this regard.


Another main goal is the creation of an efficient, targeted trend spotting throughout Canada. It cannot be taken it for granted that every company in Switzerland or Liechtenstein automatically thinks of Canada when looking for new market opportunities abroad. Therefore, providing them with timely, accurate and targeted information about new trends and opportunities can be very beneficial. Such a trend spot- ting system, of course, cannot be built up throughout all of Canada and across all industries. Identifying the right areas – for instance in life sciences and clean technologies including transportation and energy – is a challenge, just like getting access to the necessary specific information and the right contact person. The so called country consulting days Canada , which take place twice a year in Zürich/Lausanne and which provide interested companies with an opportunity to register for an individual meeting with the S-GE country consultant and the head of the SBH, as well as regular contacts with companies in Switzerland can be used to channel such kind of information. Our experts and partners are most welcome to approach the SBH for trends in their particular field of expertise.

Achieving these goals will most certainly help us to increase the number of Swiss companies the SBH assists in their export activities to Canada, to increase awareness of Switzerland as a prime location for investments in Canada and to strengthen Switzerland as an economic hub. In all its activities, the SBH thrives to be a strong and trusted partner for its clients, the cantons and the Swiss government, with a global network of experienced advisers and experts.

Markus Reubi has many years’ experience of working in the internationalization sector. He has studied law at the University of St.Gallen/ Switzerland. Prior to starting his new job at the SBH Canada, he worked in management consultancy and in various positions for the Federal Department of Foreign Affairs (FDFA) for more than ten years, including in Berne, Algeria and China.