All the current enthusiasm for Iran may prove to be short lived if certain issues are not clearly understood and dealt with. Financing is one of them. After years of hardship, Iranian

companies lack capital and desperately need to modernise. The current system favours state companies over private sector operators and this does not encourage foreign direct investment

because investors need to navigate the intricacies of Iran’s domestic market. To cap it all, everything moves very slowly. Many MoUs are signed every time a new foreign delegation

visits Tehran, but there are so far very few tangible contracts as a result of these memoranda. Iranians are expecting Europeans to transfer know-how and to create jobs. European companies are keen to enter the market but are reluctant to rush in. They need to understand this new market, to conduct accurate due diligence to avoid the remaining US sanctions, to find partners they are comfortable with and to get the green light from their banks, which in most cases are still wary about establishing links with Iran. Whatever the reason for caution up to now, Iran is arguably a unique proposition for investors today – the last great frontier/emerging market for business and investors alike. It offers a

relatively mature economy, developed market infrastructure, a well-educated work force and

extremely attractive macroeconomic fundamentals. Political will on all sides is all that is needed.

https://www.ceps.eu/system/files/CEPS%20ebook%20EU-Iran.pdf

The full report has the potential market size and other issues, but this gives you context on the $250 B x 2 and the EU visits. They are foaming at the mouth for this market where they wont have to compete with US.