SoftLanding @ SDSU
San Diego State University’s SoftLanding Program helps international startups, scale-ups, and small-to-midsize companies establish a presence in the United States through an immersive San Diego experience, strategic consulting support from graduate students, and ongoing launch assistance. This initiative is developed and led by the Wendy Gillespie Center for Advancing Global Business at the Fowler College of Business, in partnership with the SDSU Division of Research and Innovation and the Mission Valley Innovation District.
Immersion Week 2027 will be held January 24-31, 2027.
Meet our 2026 cohort.
How It Works
1. Immersive Week (Winter)
- Hosted on SDSU’s campus and throughout San Diego
- Expert sessions led by a curated network of trusted advisors
- Site visits to innovative global companies and organizations
- Intimate networking events with local leaders, partners, investors, and advisors
- Direct interaction with successful international entrepreneurs and SDSU global business faculty
- Opportunity to pitch your project to graduate students who will support Spring 2027 consulting engagements
2. Student Consulting Engagement (Spring)
- Graduate student teams analyze U.S. market entry options and tailor recommendations to each company
- Deliverables may include:
- U.S. market entry strategy
- Competitive landscape analysis
- Regulatory and compliance insights
- Partnership and go-to-market recommendations
- Culminates in final presentations and a written report
3. SoftLanding @ SDSU Residency (6–12 Months) - Coming Soon 2028
After the consulting projects conclude, selected companies may enter the SoftLanding @ SDSU Residency, receiving on-campus office space and continued support to help launch and grow in San Diego. Residency placement is limited and based on company readiness, strategic fit, and space availability.
Residency includes:
- Office space at the SDSU Mission Valley Innovation District for 6–12 months (desk or office access as available)
- Continued student support for research, outreach, business development, and operational projects
- Ongoing introductions to local partners, mentors, and ecosystem resources
- Launch support for hiring, partnerships, market entry execution, and local visibility
Why Participate?
Benefits for Companies
- Trusted guidance: Access to SDSU’s curated network of legal, human resources, immigration, tax, and marketing experts
- Hands-on strategy support: Dedicated graduate student teams trained in global business development
- Ecosystem integration: Direct connections to investors, accelerators, government programs, and global business leaders
- Low-cost entry point: The 2026 pilot program is subsidized—if accepted, companies cover only travel expenses (no program fee). For our 2027 program, there will be a nominal fee to participate.
Program Fee & Commitment
Tuition for SoftLanding @ SDSU Immersion Week is $5,000 per company, plus travel and lodging.
A limited number of partially subsidized Sponsored Participant Rates are available for companies from emerging economies, social enterprises, and organizations in priority sectors.
The program fee covers participation in Immersion Week, including expert-led sessions, site visits, curated networking events, and coordination of the Spring student consulting engagement (if selected).
The San Diego Advantage
San Diego is a leading U.S. hub for life sciences, biotech, cleantech, defense, digital innovation, action sports, and more.
- Strong support networks for foreign entrepreneurs
- Global connectivity and a thriving talent base
- Strategic proximity to Mexico and Asia for international operations
Who Should Apply?
- International startups, scale ups, or small to medium size enterprises (SME) seeking to establish U.S. operations
- Companies with demonstrated traction in their home markets and readiness to explore U.S. entry
- Founders eager to engage with students, mentors, and the San Diego business ecosystem
Admissions Process
Participation in SoftLanding @ SDSU is application-based. Companies are selected through a streamlined review process to ensure strong alignment with the program and cohort.
We look for companies with demonstrated traction, a clear interest in U.S. market entry, and a willingness to actively engage with students, mentors, and the San Diego business ecosystem.
Shortlisted applicants may be invited to a brief virtual conversation prior to final acceptance.
Questions?
Wendy Gillespie Center for Advancing Global Business