It all started with a meeting at the Dalarna Startup Arena 2024. That’s where Pontus Lindberg from Svepreg met investor Mona Dalmats for the first time. It didn’t lead to an investment right then and there, but it marked the beginning of a relationship.
Now, in 2026, the investment has been secured, and Svepreg has taken the next step in its development, with its sights set on Canada, among other markets. This journey highlights something that is easily overlooked when discussing startups and investments: that securing funding takes time. Trust needs to be built, people need to get to know one another, and both the company and the business need to evolve.
From an idea in the incubator to international interest
Svepreg's journey began in 2022, when Pontus Lindberg, then a project manager in the sawmill industry, came up with an idea to streamline and digitize lumber measurement. The company joined Dalarna Science Park's incubator and received support in areas such as business development, financing, and networking.
Today, Svepreg is an innovative tech company that has won awards and generated significant interest among investors, the press, potential customers, and partners in the forestry industry—not only in Sweden, but also in Canada and the United Kingdom. In September, a pilot project was launched with Sveaskog. The project aims to evaluate how data can be generated directly during the loading of timber and to compare the results with conventional measurement methods.
It was through the Dalarna Science Park incubator that Pontus was encouraged to participate in the Dalarna Startup Arena. When he stepped onto the stage in 2024, it was the first time he had ever given a real pitch in front of an audience.
– My coaches pushed me to participate. I thought, “Of course I’ll do it—you have to learn how to present your idea well.” And it had a ripple effect.
A meeting that proved significant much later
Investor Mona Dalmats was in the audience. She was impressed by Svepreg’s idea and Pontus’s presentation, and she called him a week or so later.
– It was thanks to that pitch that she became interested in Svepreg.
But no investment materialized at that time. Instead, a dialogue began that would continue for nearly two years. Pontus kept Mona updated on the company’s progress. The interest remained, but the company needed to make more progress.
– She made it clear that she was interested in investing once we were ready.
Meanwhile, Svepreg continued to develop both its technology and its business. Through the Sting Bioeconomy Accelerator, the company worked on its first due diligence process, among other things, and put in place the documents and agreements required for an investment. In the fall of 2025, the pieces began to fall into place. In February 2026, Mona Dalmats finally came on board as an investor. Nearly two years had passed from the first meeting to the investment.
More Than One Path to Capital
For Svepreg, connecting with investors was one of the most obvious benefits of the Dalarna Startup Arena, but by no means the only one.
When Pontus returned and gave his pitch in 2025, there were representatives from the forestry industry in the audience. Dalarna Startup Arena also became a place to meet a potential future employee. In addition, participating provided new contacts, visibility, and a great opportunity to improve the company’s presentation.
– It’s always good to be heard and seen. Plus, you never stop learning how to pitch, but by standing there, talking, and presenting your idea, your confidence grows, and you get more comfortable with it each time.
Presenting the company is also one of the lessons learned from Svepreg’s journey. In the beginning, Pontus enjoyed talking in detail about the technology behind the solution. Over time, he has learned to tailor his communication to his audience, focusing more on the big picture and on the problem Svepreg solves.
You don't have to be on stage
For anyone thinking about visiting Dalarna Startup Arena, Pontus’s advice is simple: just go! You don’t need to be ready to pitch or have scheduled a series of meetings in advance.
– If you’re curious or thinking about starting a business, I think you should go there. You can go there to get a feel for how it works, talk to people, and get a clearer picture of this world.
For startups, the next call could lead to a connection with an investor, a customer, a business partner, or a future employee. For investors, it’s an opportunity to meet companies and entrepreneurs early in their development.
At the same time, Svepreg’s history shows that the value of a meeting isn’t always apparent on the same day. Sometimes the result is a new contact. Sometimes it’s a lesson learned or a door that’s been opened. And sometimes something begins that doesn’t lead to an investment until much later. You can find Svepreg’s website here.
