iENA: A springboard for the implementation of innovations

No matter how excellent and refined a technical idea may be, its economic success is only determined once it becomes visible. Solutions are conceived, designed and tested in workshops, laboratories, development offices or doctors’ surgeries. But where do they find an audience, and how do they successfully reach the market? An ideal platform for this is the international trade fair iENA in Nuremberg. The team from the Steinbeis Transfer Center Infothek in Villingen-Schwenningen was on site in November 2025 with a joint stand.

At the stand, partners and clients presented eight innovations as a targeted first step towards commercialising their inventions. The trade fair ‘Ideas – Inventions – Innovations’, or iENA for short, is regarded as one of the most important platforms for inventors and innovation-oriented companies. In 2025, around 20 countries and regions took part with more than 540 inventions. The majority of these are presented to the public for the first time at the fair. Exhibiting here means facing the market – and that is precisely where the opportunity lies.

“Trade fairs such as iENA serve both as a sounding board and a reality check,” says Steinbeis entrepreneur Wolfgang Müller. “In direct conversation with trade visitors, industry representatives, potential cooperation partners and investors, it quickly becomes clear whether a product is understood, whether it arouses interest, and whether there is a market for it. No market study can fully replace this immediate feedback.”

From hydrogen grills to organisation systems

The stand of the Villingen Steinbeis team showcased a cross-section of current technological developments. Among other things, a hydrogen barbecue was on display, demonstrating how climate-neutral cooking is already possible today. Instead of CO₂, it produces water vapour – clean, odourless and efficient. Visitors to the fair rated the barbecue as both sustainable and suitable for everyday use.

The shared stand offered the inventors not only a cost advantage but also greater visibility thanks to their integration into a network. “It was a unique experience to be able to explain my idea in detail to so many interested and curious people. And to do so at a professional exhibition stand,” says dentist Dr. Roland Rist. He presented an automated process whereby composite material can be applied directly to the tooth surface under computer control.

Inventor Alfred Ulmer presented his “ULMER Ordnung” storage system to the audience, which enables up to 60 per cent space savings when storing equipment in garages, cellars or garden sheds. His conclusion on the trade fair appearance: “To achieve the best possible presentation of my invention, the Steinbeis Infothek platform at iENA was outstanding for me.”

In the run-up, great emphasis was placed on how the innovations were presented. “A clear positioning, a clearly articulated benefit and a compelling presentation of the unique selling proposition are key factors in determining whether a trade fair contact turns into a concrete project,” is Wolfgang Müller’s experience.

The added value lies (also) in the network

As a general rule, a successful trade fair appearance begins even before the opening. Targeting relevant companies with invitations, reactivating existing contacts, carrying out press relations and preparing marketing measures – all of this significantly increases the likelihood of meaningful discussions. Innovation always requires investment in time, capital and entrepreneurial energy. All the more important, therefore, is to structure this process effectively.

As added value, trade fairs such as iENA create a network that extends far beyond the days of the event itself. Contacts are established here with manufacturers, licensees and distribution partners. The Steinbeis participants from 2025 also benefited from this. With new perspectives, alternative fields of application and strategic collaborations, the fair became a catalyst for commercialisation.

At a time when markets are changing rapidly and technological cycles are becoming ever shorter, the professional and proactive presentation of new solutions is gaining in importance. Innovation must be explained, contextualised and approached from an economic perspective.