How to find your place in a foreign market? Inspiring stories from Estonian companies

Getting started with exports can initially seem daunting – what is the right market for my company, how do I find partners, and how do I assess our readiness? These are exactly the kinds of questions the export-focused training programme BSR Go-abroad helps Estonian entrepreneurs answer. Three different companies shared their experiences and the progress they made thanks to the programme’s practical approach.

A clear plan for starting exports

Claricy (pictured: the Claricy team) is developing an innovative financial technology called IRIS-X, which uses psychological analysis to understand people’s financial behaviour and offer them personalised financial advice. Although the company had previous international collaboration experience in IT and digital transformation, they hadn’t worked on exporting new technology before.

“BSR Go-abroad stood out right from the start – even the pre-selection interview offered valuable guidance and helped assess our suitability. The trainings were practical and systematic – we were able to immediately create our export strategy and conduct market analysis,” said Johanna Stina Haar, founder of Claricy.

By the end of the programme, their previously vague vision had been replaced with a clear step-by-step plan for entering export markets.

Confidence to experiment and learn

Mailabl is building a platform that connects workflows, data, and processes in real-time to help shape smart cities. Until now, the company had focused on the domestic market, though the ambition to expand internationally had long been there. While some collaboration attempts had been made with neighbouring Latvia, they had not produced results.

“BSR Go-abroad was an invaluable experience – it wasn’t just a series of lectures but an intensive, hands-on learning journey. We heard how even large corporations have made mistakes and learned from them, which gave us the confidence that we, too, have the right to experiment and grow,” said Indrek Saarnak, CEO of Mailabl.

During the programme, the team’s understanding of what exporting entails improved significantly, and they honestly re-evaluated their readiness. While they initially rated their preparedness at 5 out of 10, by the end of the training they realised they still had a long way to go – but the path ahead was now much clearer.

An international network

Sol Navitas develops and manufactures solar-powered ventilation systems. So far, the company has exported to Finland, Spain, and Uzbekistan – with Finland being the most successful market. Now, their sights are set on Sweden, Norway, and Spain again.

“I was impressed by the programme’s practicality and quality. The participants were motivated and the trainers true experts in their field. For example, we learned how to use AI tools for market research and to define target markets,” said Margus Kullerkupp, CEO of Sol Navitas.

Alongside the knowledge gained, the international network was also a major asset: “Companies from different countries took part in the programme, which allowed us to immediately make connections and test our export ideas in real target markets.”

The BSR Go-abroad programme proves that companies don’t need to wait until everything is perfect to enter foreign markets – what matters most is having a clear plan, a willingness to learn, and the courage to take that first step. Its practical focus, tailored approach, and use of real-world examples truly set this programme apart.

If your company is looking to start exporting and would like to join the programme, get in touch at maarit.jalakas@tehnopol.ee.

BSR Go-abroad is supported and co-funded by Interreg Baltic Sea Region.