SwissMENA Expands Its Member Network With a Strategic Focus on Startups and SMEs

In 2025, SwissMENA announced a strategic shift in the development of its member network, placing startups and small and medium-sized enterprises (SMEs) at the center of its growth strategy rather than prioritizing large, traditional corporations. This decision reflects broader global economic trends and responds to the evolving needs of cross-border innovation, agility, and sustainable business collaboration between Switzerland and the Middle East and North Africa (MENA) region.

Rather than replicating the conventional chamber-of-commerce model dominated by multinational enterprises, SwissMENA aims to position itself as a modern, agile, and impact-oriented platform that enables emerging companies to access international markets, expertise, and partnerships. This approach aligns with the realities of today’s economic landscape, where startups and SMEs increasingly drive innovation, employment, and technological advancement.

This article explores the rationale behind this strategic focus, its implications for members, and how it reshapes the role of SwissMENA in the broader international business ecosystem.

The Global Shift Toward Startup-Driven Economies

Over the past decade, startups and SMEs have become central to economic growth across both developed and emerging markets. According to OECD and World Bank data, SMEs account for more than 90% of businesses worldwide and generate the majority of new jobs. Startups, in particular, are often at the forefront of innovation, especially in sectors such as artificial intelligence, fintech, agritech, clean energy, and health technology.

Large corporations, while still important, tend to move more slowly due to structural complexity, regulatory exposure, and internal bureaucracy. In contrast, startups and SMEs operate with speed, adaptability, and a higher tolerance for experimentation. These characteristics make them ideal candidates for cross-border collaboration, pilot projects, and market entry initiatives.

SwissMENA’s strategic decision reflects an understanding that the future of international business cooperation lies not in scale alone, but in flexibility, innovation capacity, and execution speed.

Why SwissMENA Is Prioritizing Startups and SMEs

1. Agility and Speed of Execution

Startups and SMEs can make decisions quickly, pivot strategies, and enter new markets without the prolonged approval cycles typical of large corporations. For a cross-regional platform like SwissMENA, this agility is critical when facilitating partnerships, testing market opportunities, or launching joint initiatives between Switzerland and the MENA region.

2. Innovation-Centric Collaboration

Many of the most promising opportunities between Switzerland and MENA lie in innovation-driven sectors such as AI, agri-tech, med-tech, renewable energy, and digital services. These fields are dominated by startups and growth-stage companies rather than traditional conglomerates.

By focusing on startups and SMEs, SwissMENA ensures that its network remains aligned with innovation trends and emerging technologies.

3. Lower Barriers to Entry for International Expansion

Large corporations often have established international operations and dedicated legal, compliance, and market-entry teams. Startups and SMEs, however, face significant challenges when expanding internationally, including regulatory complexity, lack of local knowledge, and limited access to trusted partners.

SwissMENA’s role as a connector, advisor, and facilitator is far more impactful for these smaller entities, where targeted support can directly influence success or failure.

Moving Away From the Traditional Chamber Model

Traditional chambers of commerce typically prioritize large, well-established companies due to membership fees, sponsorships, and political influence. While this model offers stability, it often results in limited engagement, generic networking events, and low tangible value for smaller members.

SwissMENA intentionally distances itself from this approach by adopting a curated membership model, where relevance, readiness, and strategic alignment matter more than company size.

This does not exclude larger organizations, but it rebalances the ecosystem to ensure that startups and SMEs are not marginalized or overshadowed.

Benefits for Startup and SME Members

Access to Cross-Border Networks

Members gain access to a carefully selected network of entrepreneurs, investors, consultants, and institutional partners across Switzerland and the MENA region. This network is designed to foster practical collaboration rather than superficial connections.

Market Entry Support

SwissMENA provides guidance on regulatory frameworks, business culture, and market dynamics, helping startups and SMEs reduce risk when entering unfamiliar territories.

Visibility and Credibility

For emerging companies, association with a Swiss-based initiative adds credibility, particularly when approaching partners or investors in international markets.

Knowledge Transfer

Through workshops, reports, and expert-led sessions, members benefit from shared knowledge on compliance, financing, scaling strategies, and cross-cultural business practices.

Why Large Corporations Are No Longer the Primary Focus

Large corporations often seek chambers and associations primarily for lobbying, visibility, or diplomatic representation. While these functions are valuable, they do not align with SwissMENA’s core mission of enabling active, hands-on collaboration.

Additionally, large companies tend to dominate conversations and agendas, unintentionally limiting opportunities for smaller players. By shifting the focus, SwissMENA creates an environment where startups and SMEs can engage meaningfully, contribute ideas, and access decision-makers without disproportionate power dynamics.

Alignment With Swiss Economic Values

Switzerland is globally recognized for its strong SME sector, innovation ecosystem, and emphasis on quality, precision, and sustainability. The country’s economic strength is not solely built on multinational corporations, but on thousands of highly specialized small and medium-sized businesses.

SwissMENA’s strategy mirrors this economic reality and projects it outward into its collaboration with the MENA region. This alignment enhances authenticity and strengthens the initiative’s long-term positioning.

Implications for the MENA Region

For entrepreneurs and SMEs in the MENA region, this shift represents a significant opportunity. Many MENA-based startups face challenges accessing European markets due to regulatory barriers, perception issues, or lack of trusted intermediaries.

SwissMENA acts as a bridge that lowers these barriers by providing structured access, guidance, and introductions grounded in mutual economic interest rather than transactional networking.

Long-Term Vision and Sustainability

SwissMENA’s focus on startups and SMEs is not a short-term trend, but a foundational strategy aimed at long-term sustainability. Smaller, growth-oriented companies are more likely to remain actively engaged, contribute value to the network, and evolve alongside the platform.

This approach also allows SwissMENA to scale organically, prioritizing quality of engagement over rapid expansion in membership numbers.

The decision by SwissMENA to develop its member network around startups and SMEs rather than large traditional corporations marks a deliberate and forward-thinking shift. It reflects global economic realities, aligns with Swiss business culture, and addresses the practical needs of emerging companies seeking cross-border growth.

By prioritizing agility, innovation, and meaningful collaboration, SwissMENA positions itself not as a conventional chamber of commerce, but as a modern platform designed for the realities of international business in 2025 and beyond.

This strategy strengthens SwissMENA’s relevance, increases its impact, and ensures that its network remains dynamic, inclusive, and future-oriented.