We speak with Cayetana García Borbujo, Business Development and Operations at Wayra, and Helena Ortíz, Ecosystem Relations Manager at Open Top

This special edition of “We speak with”, held at the Spain Pavilion at 4YFN 2026, brings together Cayetana García Borbujo, from Wayra, and Helena Ortiz, from OpenTop, to explore the role of open innovation and the opportunities it offers to startups seeking to collaborate with corporations.

Throughout the interview, both share how these programmes allow startups to access sector-specific knowledge, validate their solutions in real environments, and generate key connections within the ecosystem. They also explain how to access these initiatives, what corporations expect from startups, and the most common mistakes made in collaboration processes.

In addition, they provide a practical perspective based on their direct experience working with startups and large companies, highlighting the importance of fit, prior preparation, and the ability to provide real value from the outset.

Keep reading and watch the video at the end of the page to learn in detail about the key insights they share on open innovation and collaboration between startups and corporations.

From your experience, what benefits does a startup gain when collaborating with a corporation or taking part in open innovation initiatives?

Helena

Collaboration with corporations allows startups to access, first and foremost, real sector knowledge, understanding its dynamics and the specific needs that exist. Added to this is direct contact with corporations, which makes it easier to identify collaboration opportunities aligned with real challenges.

Another key aspect is validation. Startups can test their solutions in real environments through sandboxes, allowing them to obtain relevant metrics and verify the viability of their proposal before scaling.

In addition, this type of initiative acts as a facilitator for access to funding, especially through sector-specific calls.

To these four elements — knowledge, contact, validation and funding — is added an extra layer of international visibility, as OpenTop is part of the Port Innovators Network, a global network that drives open innovation in the port sector.

Cayetana

Beyond the direct benefits, participating in open innovation programmes brings value in terms of development and growth within the ecosystem. Regardless of the corporation promoting the programme, opportunities are always created, especially in growth and scaling stages.

These programmes provide access to new contacts, participation in events, and the chance to connect with relevant profiles across different sectors. Throughout the process, the startup not only receives training or support, but also expands its network and visibility, which can lead to new collaboration or business opportunities.

In addition, the value also lies in the ability to connect with the ecosystem, since many opportunities arise indirectly through meetings, matchmaking dynamics, and connections generated during the programme.

If a startup wants to start collaborating with a corporation or an innovation hub, what are the entry channels and what should it have prepared before taking that step?

Cayetana

Access to this type of programme mainly takes place through digital channels. Social media is one of the main entry points, as it is where innovation programmes and open opportunities are shared. In addition, startups can register directly on the website through forms, where they provide their details and present their project in order to be considered for future initiatives, events or programmes.

From that point on, a continuous communication channel is established in which, when a suitable opportunity arises, it is passed on to the startup. This process follows a logic of mutual benefit, in which both the corporation and the startup seek to generate value.

In terms of preparation, it is essential to carry out prior analytical work. Before approaching a corporation, the startup must have a good understanding of the sectors it operates in, the type of programmes it promotes, the geographies in which it has a presence, and the kind of support it offers. It is common to find startups trying to fit into programmes that do not match their profile or expecting benefits that are not part of the proposal.

Therefore, just as in a job interview, it is essential to understand the corporation well and make sure there is a real fit. When this prior analysis has been done, the proposal is more coherent and the chances of progressing in the process increase.

Helena

Access to innovation hubs is also structured through forms on websites, generally under permanently open call models, which allows startups to register at any time. Added to this are in-person events, which facilitate direct contact and make it possible to start conversations that can lead to collaborations, as well as social media, where different initiatives are promoted.

In terms of the process, once contact has begun, it is structured into several stages. First, there is an initial stage of mutual understanding to assess the fit between the startup and the sector, which in this case must be clearly defined. If there is compatibility, the project moves on to a validation stage by sector experts, who analyse its viability and potential.

If the outcome is positive, the process moves forward towards the formalisation of the collaboration through an agreement that includes a clear roadmap, with defined objectives at commercial, communication and ecosystem-connection levels. The goal is to build a collaboration model in which both parties obtain value and can move forward in a coordinated way.

When you assess startups, which criteria carry the most weight in the selection process and which mistakes do you see repeated most often?

Helena

The projects that are the best fit are those that provide real value to the sector and respond to specific needs. In the logistics-port sector, this translates into solutions that impact areas such as operational efficiency, sustainability, or process digitalisation.

The startups that stand out usually work on clearly identified problems, such as optimising movements in terminals, reducing environmental impact, or improving logistics processes. These types of solutions make it possible to generate tangible added value within the sector and facilitate their integration into real environments.

On the other hand, one of the most common mistakes is not having an in-depth understanding of the sector they are targeting, which makes it difficult to adapt the proposal to its dynamics and real needs. It is also common to find projects that do not provide clear differential value or that are not sufficiently impact-oriented.

Another critical aspect is team composition. In many cases, there are teams with a high technical level but limited commercial capacity, which restricts the scalability of the solution and makes its market adoption more difficult.

Cayetana

In selection processes, one of the most important factors is the startup’s ability to understand in depth the corporation it is going to collaborate with. The projects that work best are those that previously analyse the context, internal processes and specific needs of the company, and build their proposal on that basis.

The profile of the founding team is also key. Successful cases usually involve technically solid teams that also include business profiles capable of bringing the solution to market and adapting it to the client’s real needs.

As for mistakes, one of the most repeated is the lack of prior market research. Some startups develop products without having analysed whether similar solutions already exist or whether there is established competition, which reduces their ability to differentiate themselves and makes it harder for them to fit into open innovation processes.

Finally, if a startup that is at 4YFN today could keep just one piece of advice for collaborating with corporations, what would it be?

Helena

Focus on solving a real problem and not only on the technology. It is essential to validate the solution, rely on the right partners, and work within the ecosystem, understanding that collaboration with other players is key to moving forward and generating impact.

Cayetana

Generate real impact and stay focused on a clear objective. It is important not to spread yourself across multiple lines and to prioritise those opportunities that truly provide value, especially in environments like 4YFN, where many options arise and it is easy to lose direction.