Export Starts from the Edge: How EYBA’s 8-Week Program Built Systems and First Market Contacts in Southern Estonia
Southern Estonia — and Estonia’s peripheral regions more broadly — are, in our view, among the best places to build and grow a business. There is less noise and fewer distractions than in big cities, creating space for focus, creativity, and meaningful work. It is also an ideal opportunity for entrepreneurs to build a career in a place they truly want to live.
Over the past years, the EYBA team (Expand Your Business Abroad) has deliberately encouraged entrepreneurs from Estonia’s regions — especially those outside Tallinn and Tartu — to think and act internationally. Naturally, reasons for not exporting are often raised. A classic one is: “No transport or logistics company wants to deliver here.” Frankly, we strongly question this assumption. More often than not, it seems we simply assume they won’t — instead of testing the reality.
8 Weeks of Courage, Structure, and Results
In autumn, together with Võrumaa Development Centre, we conducted an 8-week EYBA export development program for companies in Southern Estonia. Our belief is clear: export does not only start in big cities – it starts with courage, structure, and deliberate action. The idea was simple: to provide a structured, practical pathway for both first-time exporters and those who had already taken initial steps toward international markets.
The program was led and inspired by experienced professionals:
- Leila Haugas
- Maria Palk
- Ivan Gonchev
- Birgit Arus
- B2B Growth team
- Ulvi Kala
Participating companies included:
Sternoberg OÜ, Hobbiton OÜ, Woodnest OÜ, ENTI OÜ, Estberghouse OÜ, Pillimeister Mihkel Soon OÜ, Maramaa Ehitus OÜ, Capra OÜ, Estopuit OÜ, Roosiku OÜ, Sime Beds OÜ, Relaxationland OÜ.
Each company participated with team members, ensuring that learning translated into real internal alignment and action.
Throughout the program, companies progressed step by step:
- from setting clear goals and selecting target markets
- to making real contacts in their chosen countries.
The feedback confirmed that we were on the right track:
- participants rated the program very highly overall.
- the most valuable elements were target market validation, contact outreach, and negotiations.
- the most used tools were the EYBA validation table, CRM planning, sales message templates, and one-pager company presentations.
Many participants said the program helped them make their export process more systematic and gave them the confidence to actually step into international markets.
For us, this was more than a training program – it was proof that Southern Estonia has strong export potential.
If your company wants to expand internationally in a smart, structured, and results-driven way, EYBA is here to support you on that journey.
Week by Week — Moving Closer to Export
Throughout the program, we progressed step by step with clear weekly focus areas:
- defining export goals and strategy
- selecting and analyzing target markets
- identifying clients and partners
- structured outreach and contact building
- real client meetings and feedback
- adjusting direction based on results
- negotiations and first deals
- final reflections and next steps
Overall Satisfaction – Strong Results Across the Board
The three-day training followed EYBA’s learn-by-doing approach.
Participants learned and practised:
- how to select and validate export markets,
- how to approach potential partners and clients,
- how to use LinkedIn and CRM tools for lead generation,
- and how to negotiate across different cultures.
All materials – worksheets, validation templates, and one-pager sales tools – were designed for immediate practical use.
Overall Results
Participants rated the program very highly:
- Overall program satisfaction: 4.9 / 5
- How well training met expectations: 4.8 / 5
- Recommendation rate: nearly all participants would recommend the program
Many highlighted that the program provided exactly what they needed: clarity, structure, and practical tools to start or accelerate their export journey.
“A great foundation for starting active sales in foreign markets.”
— Andrus Prangli, CEO, Hobbiton OÜ
“This is a very good starting point for export – many questions and doubts get resolved.”
Most Valuable Topics – What Participants Found Most Useful
✅ Market Selection and Validation
Companies particularly valued EYBA’s structured approach to choosing and validating target markets.
“Validating a new potential market – but also the bigger picture of how to approach export systematically.”
— Andrus Prangli, Hobbiton OÜ
✅ Contact Finding & Outreach (LinkedIn, email, B2B networks)
Many participants realized how crucial proactive outreach is in international sales.
“LinkedIn usage and international trade fairs were eye-opening. I now understand that my previous preparation for fairs was completely wrong.”
— Kelly Uuk, CEO, Relaxationland OÜ
✅ Sales Communication & First Contact
Participants gained confidence in reaching out to new partners.
“First contact was the most valuable topic, as this was where I had the most doubts.”
✅ Negotiations & Cultural Differences
Understanding cultural nuances in negotiations was highlighted as a key learning.
“You must consider the other side – a deal should not only benefit one party.”
— Ivory Õuekallas, EstBergHouse OÜ
Practical Tools That Companies Are Already Using
Almost all participants actively used EYBA’s tools during and after the program. The most commonly applied were:
- Target market validation table
- CRM planning worksheet
- Sales email and outreach templates
- One-pager company introduction
- Goal-setting framework
“The validation table is pure gold. Definitely the most valuable tool.”
— Egert Kont, Relaxationland OÜ
“The tools are there. Now we just need to start working properly.”
— Ain Sammalkivi, Woodnest OÜ
Did the Program Make Export More Systematic?
Participants reported significant progress in structuring their export processes:
- Average impact on systematization: 4.6 / 5
Many described a shift from reactive sales to a more structured, strategic approach.
“A clear framework and process that keeps focus in place.”
— Reet Kasekamp, Roosiku OÜ
“Systematic approach and clear next steps forward.”
Trainers: Leila & Maria – Highly Rated and Trusted
Leila Haugas and Maria Palk received excellent evaluations:
- Average rating for trainers: 5 / 5
Participants appreciated their real-life experience, energetic style, and practical mindset.
“They bring real-life examples, which makes learning much more valuable.”
— Ivory Õuekallas, EstBergHouse OÜ
“Very positive and knowledgeable about markets and cultures. Great approach!”
— Kiara Rumask, Hobbiton OÜ
Leila Haugas – Export and Sales Mentor, Co-founder of EYBA.
With over 15 years of experience, Leila has guided companies across the U.S., Europe, Asia, and the Middle East, helping them achieve measurable growth and expand to new markets effectively and systematically.
Maria Palk – Marketing and Export Expert, Co-founder of EYBA.
Maria has supported both large and small businesses in building international sales strategies, refining brand communication, and finding B2B clients worldwide. Her approach is practical, clear, and focused on achieving tangible results.
Impact: Moving Closer to First Partners
Many participants reported that the program helped them:
- define clearer target markets
- initiate first contacts
- prepare better for negotiations
- structure their sales process
- build confidence in going international
Some had already started outreach and conversations during the program.
Areas for Improvement – Honest Feedback for Even Better Programs
Participants also shared constructive suggestions for future programs:
- more individual mentoring sessions
- deeper focus on pricing and logistics
- longer duration or follow-up mentoring
- mre practical negotiation case studies
EYBA takes this feedback seriously and will integrate it into future program design.
At the same time, it is important to acknowledge that these programs are co-created with regional partner organizations and operate within pre-defined program frameworks and timelines, often similar to public procurement-based formats. This means they are deliberately designed to be highly intensive, maximizing practical learning, real-life exercises, and actionable outcomes within a limited period. When planning future programs together with our partners, we will seek opportunities to expand on the areas highlighted above wherever possible.
More Than Just a Program
This was not just a training — it was a starting point. The EYBA team was deeply moved by participants’ feedback, and there were emotional moments on both sides.
This program confirmed one powerful truth:
Export does not only start in big cities. Export starts with courage — and there is plenty of it in Southern Estonia.
At EYBA, we believe that when we grow, our clients grow too.
This journey is only the beginning.
Conclusion: A Strong Step Toward Export Success
This EYBA Export Development Program proved that with the right structure, tools, and mentorship, even small and medium-sized companies can take bold steps toward international markets.
Participants left with:
✅ clearer strategy
✅ stronger skills
✅ practical tools
✅ greater confidence
“It’s not as difficult as it seems.”
— Annika Kelt, Estopuit OÜ
Want to Join the Next EYBA Program?
If your company wants to:
- enter new markets
- build a structured export process
- gain real international contacts
EYBA is ready to support your journey.
👉 Contact us for more information or book a consultation.
More information about the training
The partnership between EYBA and Võru Development Center demonstrates the power of combining local initiative with international experience.
It helps create bridges between Estonian regions and global markets, empowering entrepreneurs with both mindset and method.
The program is funded under the project “Developing the Entrepreneurship Ecosystem of South Estonia”, part of the measure “Attractive Regional Business and Living Environment.”
More information and details:
Terje Moisto
Project Manager, Võru County Development Center
📧 terje.moisto@vorumaa.ee
📞 +372 5360 6054
