Start.up! Germany Tour interviews Florian Schnitzler, Head of the Startup Unit at the state’s trade and investment agency NRW.Global Business, to discuss what makes North Rhine-Westphalia (NRW) an ideal destination for startups. Florian highlights the state’s vibrant ecosystem and introduces the new Startup Welcome Package, designed to support international tech companies entering the German market.
SUGT: What makes NRW such an attractive destination for startups?
Florian: NRW is a key hub for startups in Europe, offering significant advantages. The state’s central location in Europe and its extensive infrastructure provide access to over 160 million people within a 500-kilometer radius. This proximity to a large consumer and business market is a major advantage. NRW also boasts a robust business environment, with over 700,000 SMEs and more than a third of Germany's top 50 revenue-generating companies. These companies are actively seeking partnerships and innovation, particularly in areas like digitization or the climate-neutral transformation of our economy. Another key factor is the talent pool. With nearly 70 universities and more than 700,000 students, NRW offers startups access to a steady pipeline of skilled professionals. This combination of market access, business opportunities and talent makes NRW an excellent location for innovative companies. Nearly 20 percent of all German startups are based here, supported by vibrant ecosystems such as the DigiHubs in cities like Düsseldorf, Bonn, Aachen, Münster and Essen. These hubs bring together startups, corporates, investors and academic institutions, fostering collaboration and growth.
To further support international startups, the state of NRW has introduced a new "Startup Welcome Package", a grant designed to make it easier for startups to enter the German market and establish themselves in the state.
SUGT: That sounds compelling! What are the key features of the Startup Welcome Package?
Florian: The Startup Welcome Package is designed to help international startups expand into Germany from a base in NRW. It provides a 10,000 euro grant that can be used to cover key needs such as renting a coworking space in NRW for at least 90 days. It also includes funding for tailored consulting services, including B2B support, tax and legal guidance, mentoring and coaching etc.. The package is intended to ease the transition for startups entering the German market and help them integrate into NRW’s business ecosystem.
SUGT: What are the eligibility criteria for this grant?
Florian: To qualify, startups must be international tech companies that are less than ten years old, employ fewer than 250 people and generate annual revenues of less than 50 million euros. The startup must also be registered in its home country and not yet registered in Germany at the time of application.
SUGT: Let’s say my startup meets all these criteria. What happens next?
Florian: Your startup should get in touch with NRW.Global Business so that we can explain the details of the grant and answer any questions. After that initial consultation, we will provide the company with the application forms.
The application process focuses on several key factors. We assess the degree of innovation and scalability of the business model, the potential positive impact the company could have on NRW and its alignment with the state’s sustainability goals. Additionally, we consider whether the startup has a long-term strategy for operating in Germany and specifically in NRW.
There is no fixed deadline for applications as the program operates on a “first come, first served” basis. We encourage startups to apply early to secure their spot.
SUGT: How does NRW.Global Business ensure startups are well-integrated into the local ecosystem?
Florian: Our approach is highly collaborative and integration into the local ecosystem is a priority for us. The choice of the coworking space where startups begin their journey in NRW plays a vital role as it provides numerous opportunities for connections and collaboration. Moreover, NRW’s strong networks, excellent universities, diverse funding opportunities and resources such as the DigiHubs, accelerators and incubators create a supportive environment where startups can thrive. In addition, we facilitate networking through platforms such as NRW.Global.Connect, which helps startups meet potential partners, clients and investors.
Events like the Future Tech Fest in Düsseldorf, Hinterland of Things in Bielefeld and of course, the Startup Germany Tour further enhance these connections, offering startups exposure to the wider community and the chance to engage with industry leaders.
SUGT: What kind of startups would benefit most from expanding to NRW?
Florian: While NRW welcomes startups from all sectors, we have seen particularly strong growth in areas such as digital technologies, medtech, energy solutions and logistics. Initiatives like Scale-up NRW are tailored to support startups that are ready for international expansion, making NRW especially attractive for companies in advanced growth stages.
To name a few success stories: Companies like DeepL from Cologne and Trivago from Düsseldorf started here and have since achieved global recognition. Similarly, emerging startups like Incoretex, Accure, Cureosity or Dabbel are making impressive strides from their bases in NRW. These examples highlight the potential of NRW as a launchpad for innovation and growth.
SUGT: Finally, what is your message to startups considering NRW as their next destination?
Florian: If you are looking for a location with dynamic markets, top-notch infrastructure and comprehensive support for your growth journey, NRW is the easiest way to get big in Europe. NRW – or as we like to call it “Europe’s Heartbeat” – is pulsating: geographically, culturally, economically. We can give your startup ideal conditions to grow your innovation in the European market. Our Startup Welcome Package is just the beginning of how we can help you achieve your vision.
Information
Applications for NRW’s Startup Welcome Package are open! Contact Florian Schnitzler at startup@nrwglobalbusiness.com to get started!
