Scale Up Now

Community Ecossistema For Investors For startups Ecosystem Entrepreneurs Internationalization

Scale Up Now is a program designed to support the internationalization of the Portuguese ecosystem. Promoted by Startup Portugal and Plug and Play, it aims to prepare startups and scaleups to expand into the U.S. market. The program is open to participation from the entire Portuguese innovation ecosystem.

🌍 Everything you need to expand to the USA!

💡 What to expect

  • Panels and workshops led by experts on U.S. market entry, regulations, and business culture.
  • 1:1 mentoring sessions with American investors, advisors and ecosystem leaders
  • Networking: access to a vibrant network of founders, incubators, investors, corporates and global partners
  • Prize: five selected startups will receive free access to Plug and Play’s GOAL program and participation in the Plug and Play Silicon Valley Summit in San Francisco, USA.

🎯 Who is it for?

  • Portuguese startups and scaleups aiming to expand internationally and looking for guidance, funding, network and global exposure
  • Incubators and accelerators actively supporting startups as they prepare for international acceleration and investment
  • Investors interested in high-potential startups and the transatlantic innovation pipelines
  • Corporate innovation teams exploring the U.S. market and entrepreneurial ecosystem

📍 Program Details

📅 How is the program organized?

January 19-20

  • Program for: incubators, accelerators, investors, and companies
  • Goal: Equip teams with new tools and methodologies to support startup internationalization and build connections with U.S. investors/incubators.

January 21-22

  • Program for: startups and scaleups
  • Goal: Learn about regulation, business culture, fundraising, sales, and go-to-market strategies. Direct contact with U.S. stakeholders: investors, experts, mentors, and potential partners.

January 23

Demo Day: for the entire Portuguese startup ecosystem

  • Goal: Demo Day featuring 12 startups competing for 5 spots in Plug and Play’s GOAL program, followed by networking and a celebration of Portuguese startup talent and innovation.

Accelerate your U.S. Expansion

January 19 - 23 | Lisboa

Are you ready to scale to the U.S.?
This program connects the Portuguese entrepreneurial ecosystem with the U.S. innovation and investment landscape, through practical sessions, strategic networking, and hands-on mentoring.
Register now!

📍 Program Details:

💡 Mentors and Trainers

Carolin has been in the venture industry for 11 years. Since joining Plug and Play in 2019, she has led over 100 investments and overseen 400+ as part of the EMEA Investment Committee. She supports leading corporations and governments across EMEA and has worked in 20+ countries. Previously, she was a growth-stage investor at Next47 ($2B AuM) and at Siemens Global Innovation Partners (€280M AuM).

Carolin Wais | Partner @ Plug and Play

Judge @ Scale Up Now

Seed/pre-seed investor in tech startups with a Master’s in Business Administration and extensive international experience in advertising tech, mobile apps, video content, and gaming. Skilled in project and people management, strategic partnerships, and ecosystem development.

Borja Aznar-Bonilla | Managing Director @ Plug and Play

Speaker @ Scale Up Now

Partner at Boost Capital, leading deal origination and operations with a focus on Media, Entertainment, and AI. Formerly at Google and Meta, where he led EMEA Creator Programs and managed Android developers in Western Europe. Angel investor, mentor, and board member in several high-growth companies.

Ignacio Monereo | Investor @Boost Capital Partners

Mentor @ Scale Up Now

Lead investor for the Supply Chain Fund at Plug and Play. Originally from Valencia, Spain, now based in the U.S., Juan manages portfolios and delivers insights on trends across the U.S., EU, and LatAm. Holds an MBA in Finance from EDEM Escuela de Empresarios and has worked with founding teams of multiple European startups.

Juan Naveira | Venture Capital @ Plug and Play

Trainer @ Scale Up Now

Natalia Olson is a serial entrepreneur and public policy maker with more than 20 years of experience working with international, regional and local entities in Europe, Latin America, Asia and the U.S.A. She is an expert in smart cities, economic development, commercialization of technologies, cybersecurity, venture capital, government, blockchain, environmental planning and infrastructure design. She is currently advisor an at Rapid Scale VC, Plug and Play, Futurity, Repscan and IDEDED. She was appointed to the U.S. Innovation Advisory Board to advise Congress and the White House on competitiveness and innovation. She served in the Obama Administration as the SBA Regional Administrator managing 34 billion dollars yearly and prior to that she has been honored with numerous prestigious awards such as Woman of Distinction for her work in sustainable infrastructure, the green economy, entrepreneurship and women empowerment globally.

Natalia Olson | Advisor @ Plug and Play Tech Center

Speaker & Jury Member @ Scale Up Now

Ricardo Álvarez-Cienfuegos holds a degree in Law and in Business Administration and Management from the Complutense University of Madrid, and he has an MBA in International Management awarded by the Ministry of Industry, Trade and Tourism and ICEX, having been selected from more than 3,000 candidates.
He began his professional career in banking and consulting at companies such as Banco Santander and Xerox. He later worked in California at the Trade Commission of Spain in Los Angeles, supporting Spanish companies in establishing themselves in the United States.
After this experience, he entered the entrepreneurial ecosystem, leading the international expansion of a biotechnology startup into the United States and managing the search for international investment in the field of preclinical research.
Since 2020, he has been part of Plug and Play, where he initially opened the Barcelona office and led the scaling of one of the company’s largest international projects with one of Spain’s main banks. He has also implemented and led various projects in different sectors, such as Desigual’s fashion accelerator or Vodafone’s 5G Lab, among others. He is currently the Director of Business Development for Spain and Portugal.

Ricardo Álvarez-Cienfuegos | Director, Corporate Partnerships Spain & Portugal @ Plug and Play

Speaker & Mentor @ Scale Up Now

He spent eight years at Plug and Play’s global headquarters in Silicon Valley, where he built and led several of the company’s most strategic verticals, including New Materials & Packaging, Food & Beverage, Sustainability, Agtech, Animal Health, and Aerospace & Defense. Over the past 1.5 years, he has been based in Saudi Arabia, spearheading Plug and Play’s expansion and business growth across the Middle East.
In his global and regional roles, Omer and his teams support the world’s largest corporations, governments, and national innovation agencies in accelerating digital transformation, identifying investment opportunities, and enabling both organic and inorganic growth. He has played a key role in Plug and Play’s international expansion efforts in Brazil, Houston, Istanbul, Fargo, and through strategic collaborations such as the Alliance to End Plastic Waste.
Prior to joining Plug and Play, Omer held various roles in R&D, engineering, product innovation, and business management at Bridgestone Americas and Owens Corning, working at the intersection of materials science, technology commercialization, and industrial innovation.
Omer holds a B.S. in Chemical Engineering from Boğaziçi University; M.S., Ph.D., and post-doctoral degrees in nanotechnology, polymer physics, and materials science from North Carolina State University; and an MBA from the University of Michigan.
Drawing on his deep technical background and global leadership experience, Omer is recognized for building cross-border innovation ecosystems, shaping national technology strategies, and scaling Plug and Play’s platform across high-growth markets in the Middle East, Türkiye, and beyond.

Omer Gozen | Partner @Plug and Play Tech Center

Speaker & Mentor @ Scale Up Now

Fabiola Gullì brings over a decade of experience driving impactful change in technology and innovation. She has held key consulting roles at Boston Consulting Group (BCG) and Ernst & Young (EY), leading global projects in innovation, technology strategy, and digital transformation. As Open Innovation Senior Manager at Plug and Play, she leads corporate and government innovation programs, fostering high-impact collaborations with Startups.

Fabiola Gullì | Open Innovation Senior Manager @ Plug and Play

Speaker & Mentor @ Scale Up Now

Max is a bridge-builder between corporates and startups, helping organizations navigate innovation with clarity and momentum. He has worked across diverse economies and ecosystems, supporting global teams in shaping strategies and collaborating with emerging technologies. His experience spans innovation consulting, venture development, and ecosystem design.

Max Bender | Innovation, Startups & VC @ Plug and Play Tech Center

Speaker & Mentor @ Scale Up Now

Max Pog is a bootstrap entrepreneur who has built companies in edtech, B2B software, and e-commerce. For the past 2 years, he's been hosting global virtual conferences connecting investors and startups.

Max Pog | Founder @ Venture Studio Family

Speaker & Mentor @ Scale Up Now

For over 30 years, Nuno has worked at the intersection of people, data, technology, and innovation, helping leadership teams strengthen culture, sharpen value, and scale with clarity. His career spans creative industries, manufacturing, digital transformation, and now the AI-driven future. He co-founded VIEW, one of Portugal’s most awarded digital agencies, later acquired by Dentsu. During the acquisition, he became CEO of Dentsu Portugal while simultaneously founding and leading iProspect and Amnet. He later created Mindsetters, focused on customer experience and talent performance, and joined Faroboats (an innovation-led startup) as Managing Partner, helping build a fully sustainable, tech-enabled leisure-boating solution that has been recognized and awarded globally.

Nuno Frazão | CEO @ Create IT

Speaker @ Scale Up Now

Yui is a Program Manager at Plug and Play Tech Center, leading international startup acceleration programs. She brings experience in project management and management consulting from roles at PwC Japan and Quid (NLP Social Listening startup), where she worked with Fortune 500 clients on digital transformation, product development, and data analysis.

Yui Koda | Program Manager @ Plug and Play Tech Center

📌 Frequently Asked Questions (FAQ)

Portuguese startups and innovation-driven organizations — including corporates, accelerators, incubators, and investors – with market traction and a strong ambition to expand to the United States or support their communities in scaling internationally.

The program is especially suited for early to growth-stage startups and scaleups, but is open to any team with strong international potential and mission.

Startups & Scaleups
→ Gain the tools, knowledge, and connections to prepare for U.S. market entry.
→ Learn from U.S. experts. Meet investors. Build your international strategy.

Incubators & Ecosystem Enablers
→ Strengthen your support model and help your startups scale globally.
→ Access practical frameworks, expand your global network.

Innovation-Driven Companies
→ Explore U.S. market innovation ecosystem and take your network international.
→ Understand regulation, culture, and entry strategies first-hand.

Investors & Stakeholders
→ Connect with high-potential startups and the transatlantic innovation pipeline.
→ Discover new deal flow. Engage with founders and experts.

Participation is free of charge, upon registration through the form.

 

Lunch will be provided throughout the program.

  • Access to all workshops, panels, and mentoring sessions
  • Meetings with U.S. investors and market experts
  • Networking with founders, incubators, and ecosystem partners from Portugal and the U.S.
  • Opportunity to win a place in a U.S.-based acceleration and piloting program
  • Daily lunch through January 19-22, and a final cocktail

All sessions will be held in English.

On the first two days, January 19 and 20, the sessions will be especially aimed at entities connected to Portugal’s innovation and technology ecosystem, such as incubators, accelerators, investors, companies with innovation departments, and other organizations contributing to the sector’s development.

On the following days, January 21 and 22, the agenda will focus on startups, preparing them for expansion to the United States. Topics will include market access, legal support, business culture, mentorship, and other essential tools for internationalization.

The program ends with a Demo Day on January 23, where 12 startups, previously selected according to the program’s regulations, will present their projects. Five of them will be awarded direct entry into Plug and Play’s GOAL program in the United States, as well as the opportunity to participate in a major innovation and technology conference in Silicon Valley, San Francisco.

The program will be fully in-person at Startup Portugal’s headquarters in Lisboa (Pavilhão de Portugal).

From January 19 to 22, the program will run from 10:00 AM to 4:00 PM, and on January 23, the event will take place from 9:00 AM to 2:00 PM.

However, the first two days are dedicated to incubators, accelerators, investors, and companies, the following two days to startups, and the final day will feature a Demo Day, where 12 startups will pitch for a chance to join Plug and Play’s soft-landing program in the United States in 2026..

We feature top U.S. ecosystem experts, investors, corporate representatives, accelerators, and advisors with hands-on experience in U.S. market entry.

Yes. Participation for the startups days (January 21 and 22) is key to maximizing value and eligibility for future opportunities.

Selection criteria for the 12 pitching startups are detailed in the program Rules & Regulations.

Yes, Startup Portugal provides the following discounts:

  • Selina: From January 19 to 23, enjoy an 18% discount on the available rate by entering the promo code SUN2026. Reservations can be canceled free of charge up to 5 days before check-in. Payment will be processed 5 days prior to arrival, when the total amount will be charged to your credit card. Bookings and confirmations must be made through the Selina Portugal website or by email at reservations@selina.pt.
  • Hotel Ikonik Lisboa: From January 16 to 25, benefit from a 15% discount on the available rate using the promo code SUN2026. Reservations can be canceled free of charge up to 2 days before check-in. Book at this link. If you’re unable to open the link, select the hotel manually, enter the promo code in the “Promotional code” field, and click “Search.” The results displayed will already include the best offer with the discount applied.

Yes. Five startups will be selected for an acceleration and piloting program in the U.S., Plug and Play’s Goal Program, offering direct exposure and collaboration with American companies, and tickets to a major innovation summit in the U.S., the Plug and Play Silicon Valley Summit.

Plug and Play is one of the largest global platforms for innovation and investment in startups, headquartered in Silicon Valley, United States. Recognized for its international ecosystem, it connects startups, companies, and investors, driving innovation in sectors such as fintech, mobility, healthcare, energy, sustainability, and more.

Each year, Plug and Play invests in hundreds of early-stage startups and promotes acceleration and internationalization programs in more than 50 cities around the world. Among its collaborations are some of the largest global companies, creating unique opportunities for co-development, investment, and access to international markets.

You can register for free through this form.

Any questions?

Please reach out to us at scaleupnow@startupportugal.com.