The INNO.CIRCLE project aims to support the necessary transformation towards a circular economy and to empower SMEs in particular to redesign their products and business models according to circular economy (CE) principles and to translate innovation potentials into R&D projects. To this end, a series of awareness-raising events are held in the three regions to sensitise companies and stakeholders to the topic. The most important output is the INNO.CIRCLE Coaching Programme with accompanying Toolkit, which is being developed co-creatively with SMEs and implemented in 25 pilot companies in the three project regions. Through a series of transfer events, the INNO.CIRCLE programme is made accessible to cluster organisations, R&D institutions and multipliers, and long-term anchoring is prepared at the political level through corresponding recommendations for action. The cross-border and cross-regional orientation triggers cooperation between companies, cross-regional value chains and joint access to new markets, exploits synergies in the development of R&D competences and initiates joint perspectives for the future at the political level.