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Empowering SMEs in Europe through External Visibility and Promotion

This project aims to assist small and medium-sized enterprises (SMEs) in Europe by providing them with a toolkit and training to increase their awareness, information, and participation in the standardization process. The project partners have developed a practical approach based on best practices and will organize workshops and seminars to disseminate the toolkit and raise awareness among SMEs. The preliminary findings highlight the importance of regional approaches and the need for investment in time and resources. The project concludes with a call to action for NSBs and SMEs to prioritize involvement in standardization.

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Empowering SMEs in Europe through External Visibility and Promotion

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  1. External visibility and promotion project to assist SMEs in Europe Jappe van der Zwan m.sc. Manager NEN-Business Development Projectleader SMEST

  2. Program • Project information • Project partners • General approach • Toolkit • Preliminary findings • Conclusion

  3. Project information (1) • Basics • Important role of SMEs in European economy (95% of enterprises, 70% of jobs, 50% of added value) • Important role of standardization in European economy (foundation for growth, promoting market access, encouraging innovation) • Link standardization, innovation and SMEs • Standardization can enable innovation and act as barrier • Organisations can benefit from using and developing infrastructure • SMEs do not benefit enough from standards and standardization • Time for action! Time for SMEST-project! • Key role for National Standardization Bodies (NSBs)

  4. Project information (2) • Objective • Promote involvement SMEs from 12 new CEN/CENELEC NSB members in the European standardization process by developing a toolkit and organising train the trainer activities • Planning • Start: February 2008 • Finish: December 2009 • Deliverables • Toolkit • Train the trainers programme • Availability of the toolkit to other parties • Website (www.smest.eu) • One day final workshop

  5. Project partners

  6. General approach • Practical approach • Analysis 23 ‘Best practices’ EIM-report SMEs and standardisation in Europe • Inventory additional ‘Best practices’ • Connect to other relevant projects • ‘Acces to standardization (EIM)’ • CEN/CENELEC SME Acces project • CEN/BT/WG 202 “SME Guide” • Theoretical approach • Definition of objective, basic principles, target group and content toolkit • Develop toolkit by combining approaches • Train the trainer program • Day 1: Effective use of the toolkit • Day 2: SME Awareness raising event

  7. Toolkit (1) • Objective • Provide tools to help CEN/CENELEC NSBs to approach SMEs in terms of awareness, information and participation • Awareness (general) • How can standards support business? • How are standards related to regulation? • Information (standards) • Which standards are relevant for my product or service? • How should I use those standards? • Participation (standardization) • What is the added value to participate in standardization? • How can I participate? => In line with barrier model used in CEN/CENELEC SME Acces project

  8. Toolkit (2) • Target group • Standardizers • SMEs (not the primary target group) • Basic principles • Keep it Short and Simple (KISS) • Less is more • Website = toolkit • National approach works: toolkit developed as local information points => A toolkit is something practical!

  9. Toolkit (3) • Using the toolkit • Not one perfect solution available • Built on existing tools • Toolkit consists of measures (44) and examples (> 100) • NSBs can choose suitable measures • Rating system included to score effectiveness of measure => First step to dynamic knowledge system

  10. Toolkit (4)

  11. Toolkit (5)

  12. Toolkit (7)

  13. Toolkit (8)

  14. Toolkit (8)

  15. Toolkit (9) • Some measures and examples: • Disseminate promotional material via chambers of commerce • Provide information via professional organizations and other information points • Create a specific SME committee • Train NSB staff in acquisition/business development • Create fact sheets about committees/sectors • Translate standards • Distribute a CD-ROM or USB-stick with catalogue to SMEs • Use testimonials of SME participants • Perform a good structured stakeholder analysis => Practical examples included (presentations, promotion material, acquisiution toolkit, USP/USB etc.)

  16. Workshops (1) • 2-day workshop in 12 countries • Day 1: train the trainers within the NSB to effectively use the toolkit => information passed on to colleagues. • Day 2: seminar for SMEs to create awareness on standardization) => standardization offers a powerful tool for SMEs; interested organisations contact the NSB for information. • Seminar standardized format, organised by NSB supported by SMEST-projectteam • Kick off workshops SME week in Prague (6 may 2009) • Final open workshop in Brussels on 19 november 2009

  17. Workshops (2)

  18. Preliminary findings • Essential to understand SMEs problems/position with respect to awareness, information and participation • Funding model critical and different amongst NSBs • No perfect solution, but there are some commonalities • Involvement of professional organisations • Focus on awareness and information; participation for professional organisations • Clear contact point is important • Focus on practical problems, not on standards • Investment in time and resources necessary • Regional approach most effective

  19. Conclusion • Involvement of SMEs in standardization has full attention of CEN/CENELEC and NSBs! • The toolkit is available via www.smest.eu and ready to use! • Start selecting and implementing measures • Share experiences (rating system) • Convert toolkit into a dynamic knowledge system Thank you for your attention! For more information Local National Standardization Body or Mr. Jappe van der Zwan E-mail: jappe.vanderzwan@nen.nl Telephone: 0031(0)152690428

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