In order to allow startup companies to gain access to a vast market by attending successful exhibitions which are the most effective form of sales communications, Fondazione Fiera Milano and the Milan City Council launched the Start Up in Fiera program for new companies in search of sales markets and partners rather than funders. The 3rd session is now due to start.

Start Up in Fiera is a 4-day course held by Fondazione Fiera Milano Academy on how to communicate and deal with potential customers at exhibitions. At the end of the course the companies that are considered to be ready to take part in one of the events in the Fiera Milano calendar, are offered a free exhibition space by Fondazione Fiera Milano.