20 Years of Venture Leaders: Understanding Global Markets and Investors with the Swiss National Startup Team

For 20 years, Venture Leaders has helped Swiss founders step onto the global stage. That journey starts early. Markets are inherently international, and investors compare opportunities across borders, making it essential for founders to understand both their target markets and the investor landscape from the very beginning.

Since 2006, Venturelab has been organizing the Venture Leaders roadshows with the Swiss National Startup Team. The Venture Leaders acceleration program identifies and supports Switzerland’s most ambitious founders seeking funding and global expansion by connecting them with world-class investors and international markets through targeted business development and investor roadshows in the world’s leading startup hotspots.

More than 600 Swiss startups have been accelerated with the Venture Leaders in the last 20 years. We talked with successful Venture Leaders alumni to share their experiences and lessons learned. In this article, we explore how founders approach global markets, engage international investors, and navigate the realities of scaling across borders.

Futurae Technologies is a Zurich-based cybersecurity company specializing in strong authentication and fraud prevention. Co-founded by Sandra Tobler, the company has grown internationally and is currently raising a Series B to further expand its global footprint. Sandra traveled with Venture Leaders Mobile to Barcelona in 2023.

RetinAI is an AI-driven healthcare company focused on medical imaging and data analysis. Led by Carlos Ciller, the company has scaled globally and was successfully acquired by EssilorLuxottica, marking a major milestone on its journey. He traveled two times with Venture Leaders to China 2017 and to Boston in 2018.

Onward Medical develops neurotechnology to restore movement and independence for people with spinal cord injuries. Co-founded by Vincent Delattre, the company has achieved a successful IPO and is now bringing its breakthrough therapies to market. In 2014 Vincent was part of the Swiss National Startup Team and traveled to Boston and New York.

GreenTEG is a Swiss deeptech company developing thermal sensing solutions for medical, industrial, and sports applications. Led by Wulf Glatz, its technology is used by elite and Olympic athletes to monitor core body temperature in real time. Wulf traveled with Venture Leaders twice: in 2014 to China and in 2019 to Barcelona to the Mobile World Congress.

Their insights show how expectations shift beyond the home market and what it takes to adapt, position a company effectively, and build for international growth.

Global strategy: 
When do startups need to think globally?

For many founders, going global is not a later step. It is the starting condition.

Vincent Delattre
“We had to be global very quickly. We could not find the means to build our company solely in Switzerland, so we had to go abroad to find investors and to run clinical studies. You cannot do that in just one country. We have been global almost since day one.” 

Carlos Ciller
“You are immediately international. You are launching into a global scene, so you need to understand what competitors are doing worldwide and be ready to answer those questions. There is no more Swiss aura. You are compared globally from the start.” 

Sandra Tobler
“We are a software company, so from the outset we defined ourselves as global. Our competitors are international, our customers are international, and even our team is international. It was always clear that we had to operate globally.” 

Wulf Glatz
“It was clear from the very first day. Switzerland is too small for our type of business, so we had to sell globally. Our first customer was already outside Switzerland.”
 

Fundraising:
What does it take to win international investors?

Once startups step onto the global stage, expectations change quickly. Preparation and positioning become critical.

Vincent Delattre
“You need to address investors with a compelling business case that matches their fund objectives. In our case, we did not fit Swiss funds, so we had to target large European medtech investors. At the beginning, it is easier to attract funding in Switzerland and Europe, but for the US, you need a stronger local footprint.” 

Carlos Ciller
“You need to be ready when opportunities appear. Have your data room prepared, answer quickly, and think at scale. Every interaction matters because investors are projecting you into the future. You need to be ready for prime time from the start.” 

Sandra Tobler
“These roadshows are extremely valuable because they give you exposure to new markets and access to investors. But more importantly, you build relationships. That immersive time together allows you to build long-term connections.” 

Wulf Glatz
“For us, understanding markets like China early on was key. It helped us understand how global investors and partners think and what they expect from a company that wants to operate internationally.”


Insights into past Venture Leaders roadshows, including pitch sessions, company visits, investor meetings, and more

Market adaptation:
How do founders adapt to different markets and investors?

Operating globally means constantly adjusting. What works in one region does not necessarily work in another.

Vincent Delattre
“You need to convince everybody. What you achieve in Europe is not automatically seen in the US, so you have to repeat everything. In the medical field, you also need to adapt to very different clinical environments, from research hospitals to real-world settings where things need to work immediately.” 

Carlos Ciller
“You need to adjust your pitch depending on the region. In Europe, founders are more measured. In the US, you need to project ambition. In China, you need the right team and capabilities to capture opportunities, but you stretch yourself too thin.” 

Sandra Tobler
“In our case, we did not push a Swiss positioning. We focused on embedding our solution into global products. International customers want the best solution, not necessarily a Swiss one. Also, the mindset differs. In the US, people are very supportive and open doors, which makes a big difference.” 

Wulf Glatz
“China is very competitive, but also very fast. Customers are demanding, but also pragmatic. If they need your solution, they move quickly. Understanding these cultural and business differences is essential.”
 

Scaling:
What does it take to scale globally?

Scaling internationally is not a single milestone. It is a continuous process of adaptation, execution, and learning.

Vincent Delattre
“In a regulated industry, you want to build the best possible product, but you also need to focus on what is simplest and can be approved. You have to balance ambition with what is feasible, and then adapt as the product reaches the market.” 

Carlos Ciller
“In the early days, we had to educate the market a lot. Today, adoption is faster because the environment has evolved. Building a strong brand and credibility over time makes scaling much easier.” 

Sandra Tobler
“There is no single challenge. You constantly need to adapt to new circumstances, whether it is a pandemic or new regions. You have to reinvent how you build relationships and operate, again and again.” 

Wulf Glatz
“You can have the best product, but scaling globally comes down to having the right sales channels and market access. Without that, you will not succeed.”

Across all conversations, one idea stands out: going global is no longer a milestone; it is the starting point. As these founders show, success depends on preparation, adaptability, and the ability to navigate different markets with confidence. For the next generation of Venture Leaders, the message is clear: set ambitious goals early, stay flexible, and build for an international stage from day one, supported by a global network of leading investors.
 

Our Global Investor Network

The strength of our investor network highlights the remarkable potential of the startups selected for the Swiss National Startup Team by Venture Leaders. 

Venture Leaders startups pitch annually to a curated group of leading international investors, reflecting the strength and global reach of the Swiss National Startup Team. 



 

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