1. How to Revolutionize Exports? The Case of Estonia Anu-Mall Naarits General Manager Marketingi Instituut

2. Estonia Re-independent since 1991 45,227 km2 (similar in size to Denmark or the Netherlands) 1.34 million (68% Estonians, 25 % Russians) Capital Tallinn (403,000) Estonian Currency Euro (2011) Member of EU and NATO (2004) Member of Schengen zone (2007) http://www.investinestonia.c om/?internalUrl=whyInvestIn Estonia http://www.investinestonia.c om/?internalUrl=whyInvestIn Estonia

3. Key sectors  ICT and electronics  Transport and logistics services  Business and financial services  Industrial machinery and metalworking

4. Main economic indicators, 2010 GDP real growth (%)3.1 GDP (current prices, billion EUR)14.5 GDP deflator (%)1.5 Consumer price index (%)2.7 Employment (15–74 years old, thousands)570.9 Employment growth (%)-4.2 Unemployment rate (ILO)16.9 Average wage (EUR)791 Wage real growth (%)-2.0 Current account (% of GDP)3.6

5. GDP growth and inflation, 2002-2010 Source: Statistics Estonia

6. A NEW TRAINING PROGRAM TO BE LAUNCHED

7. Goals for the new program Increase export Help companies to find new export sales managers Decrease unemployment among graduates

8. The program Recruit 25 new export sales managers to 25 companies 12 month export training Personal mentor Study visits abroad export sales manager mentor company

9. Requirements 25 export sales managers Graduates 1 st or 2 nd job Fluent English, Estonian + 1 foreign language Experience from abroad Motivated to start sales career 25 export companies Min 640 000 euros export sales 20 - 250 employees Production or services Targets a new market Employs a new export sales manager for 12 months Or appoints a person from other position

10. Challenge to recruit 25 export sales managers25 export companies …during 2 months or the program would not start

11. Strategy Nationwide intensive media communication to maximize the amount of applicants Group selections to speed the process up Communicate clear course of actions to partners, get them committed

12. Maximise applications (3 weeks) Test and approve (1 week) Match companies with candidates (3 weeks) Match with coaches (2 weeks)

13. CHALLENGE 1: GET ENOUGH APPLICATIONS

14. Media campaign Intriguing name: Export revolution Press conference 80 articles Advertising in central media Mailing lists and networks Social media Telemarketing for companies

16. Results Export sales managers 511 applicants 189 qualified 120 passed the language test Export companies 67 applicants 35 qualified

17. CHALLENGE 2: MATCHING COMPANIES AND CANDIDATES

18. Challenges High risk decision for both parties Candidates with no previous experience How to know the sales potential of 120 candidates with almost no time?

19. Work fair

20. Schedule 5 days pre fair access to CV-s / to companies’ information 30 min pre-briefing 1 hour 120 candidates meet the 27 companies 30 min select up to 10 best candidates 1 hour schedule interviews up to 10 interviews 25+5 minutes Selection narrowed to 4-6 candidates

21. Final selection Managed by companies – Meetings in companies – Tests – Personal assignments – Group works First 25 got into the program

22. CHALLENGE 3: MATCH COMPANIES AND COACHES

23. Matching with coaches 10 coaches 25 companies + 25 new export sales managers Speed date 5 minutes meetings combination based on their preferences

24. LESSONS LEARNED

25. Key success factors Media support created an image of VIP (Very Important Program). Meaningful name and “mission impossible” were well understood! Extreme speed of recruitment sorted out the most motivated from both sides Sense of competition increased speed of decision making Daily internal communication with all participants Passionate participants: companies, candidates, mentors, Marketingi Instituut, ITM Worldwide and Enterprise Estonia

26. Key learning points Motivation, motivation, motivation! Graduates’ the CV-s do not show their potential Program was not for unemployed Innovative recruitment strategy sets extremely high expectations to innovative training methods

27. 6 months later 1 company quitted, 1 export manager quitted, 1 change of coach All the others are very happy! Export is increasingly popular among small and micro companies!

28. Thank you! Questions?

29. Top 6 export and import countries ExportsImports Finland17,0%14,9% Sweden15,6%10,9% Russia9,7%8,3% Latvia9,0%10,9% Germany5,2%11,3% Lithuania4,9%7,7%

30. ExportImport Machinery and appliances22,6%23,5% Mineral products15,7%17,5% Wood and articles of wood9,1%2,8% Base metals and articles of metals9,1%10% Misc. manufactured articles7,6% Transport equipment6,5%7,1% Chemical products4,5%8% Food products4,0%6,3% Live animals, animal products3,7% Textiles and textile articles3,6%5% Plastics and rubber3,2%5,6% Paper and paperboard; printed materials3,2% Other7,2%14,2%

31. Industrial Production