The “Trade Fair Assistance for Georgian SMEs” program officially commenced on September 10, 2024, with a significant event held at the Wyndham Grand Tbilisi Ballroom in Tbilisi, Georgia. This event marked the start of a comprehensive initiative aimed at helping Georgian SMEs expand their presence in global markets.
The event began with a keynote address from Nana Ramazashvili, Project Manager for Economic Development and Trade at the EU Delegation, emphasizing the importance of international collaboration in expanding market access for Georgian businesses. Giorgi Tsimintia, Project Manager of UNDP’s “Inclusive Access to Markets” initiative, followed with a detailed overview of the project’s objectives, outlining key benefits for SMEs. Nika Mamukelashvili, Head of the Export Department at Enterprise Georgia, presented the trade fair calendar for 2024-2025 and introduced the “Individual Expo Grant” program, highlighting essential opportunities for Georgian businesses at international trade fairs.
Anu-Mall Naarits, CEO of Visionest Institute, provided strategic insights on the importance of trade fairs and delivered interactive workshops, offering practical guidance to participants on navigating international markets. These workshops equipped attendees with hands-on experience, further building a strong foundation for the program’s long-term success in supporting Georgian SMEs.
On the same day, Visionest Institute held its first hybrid workshop in Tbilisi, Georgia, led by Anu-Mall Naarits. This session, focused on strategies for successful participation in international trade fairs, covered key aspects such as pre-fair preparation, booth design, and post-event follow-up. Participants were guided on how to set clear objectives – such as increasing sales or building client relationships – and were advised on how to effectively follow up after the trade fairs to maximize their outcomes.
After the launch of the “Trade Fair Assistance for Georgian SMEs” program, the first mentorship session took place between September 10 and 20. This initiative provided participating SMEs with a valuable opportunity to receive personalized one-on-one support from experienced mentors who traveled from Estonia. Out of 53 companies, 51 engaged in the mentorship sessions, while two attended workshops but did not participate in the mentoring. A total of 61 female and 26 male participants took part in the first mentorships, primarily from Tbilisi, Rustavi, Kutaisi, and Gori. Among the 51 participating companies, the distribution by sector was as follows: 10 in leather, 16 in kidswear, and 25 in fashion.
During the sessions, each SME had an hour and a half to connect with their mentor, receiving tailored guidance to address specific business challenges. The first mentorship session featured industry experts, including Kaie Kaas-Ojavere and Andy Paterson in the fashion sector, Marika-My Laid in kidswear, and Jaan Järv in leather.
This marked the beginning of an ongoing mentorship process aimed at providing continuous support as the SMEs navigate the complexities of international business.
On September 12, TMGroup Ltd, a Georgian brand, welcomed Kaie Kaas-Ojavere and Jaan Järv for an onsite mentorship session, with the Visionest Institute team also present. This session, part of the first mentorship phase, allowed the TMGroup Ltd team to receive personalized advice tailored to their business needs, helping them strategize and overcome specific challenges. This focused, one-on-one interaction fostered deeper discussions and effective problem-solving.
On September 20, Visionest Institute held its second hybrid workshop in Tbilisi, Georgia, titled “How to Choose the Right Market?” Led by Anu-Mall Naarits, this session provided participants with essential strategies for selecting the most suitable markets for their businesses. The workshop covered important topics such as market research techniques, assessing demand, and identifying target audiences. In addition to this, Kombinizona hosted its first onsite mentorship session on the same day, led by Andy Paterson and Marika-My Laid. The session offered tailored guidance to help the Kombinizona team refine their approach and tackle specific business challenges.
In October, Visionest Institute hosted three additional workshops, enhancing its professional development offerings. The first workshop, “Understanding Buyer Expectations and Needs Analysis,” was led by expert Jean Sutton, providing valuable insights into buyer behavior. Following this, Jaan Järv conducted two sessions on “Cultural Awareness” and “Negotiation Skills,” equipping participants with essential tools for effective communication and strategic negotiation. November brings a new wave of activity as Visionest Institute embarks on the second phase of its online personal mentoring sessions, supporting participants in their professional growth.
These workshops and the mentorship session series, conducted by Visionest Institute and its expert mentors, laid a strong foundation for Georgian SMEs, helping them to enhance their competitiveness and succeed at international trade fairs and in global markets.
During November the Visionest expert team visited several participants of the Program and conducted onsite mentorship sessions. Personal mentorship is crucial for any brand looking to navigate new challenges. By working closely with mentors, the teams received tailored guidance that addressed their specific goals. This direct interaction fosters meaningful discussions and effective problem-solving.
The “Trade Fair Assistance for Georgian SMEs” program is funded by the European Union and implemented by Visionest Institute, a contractor of the Estonian Centre for International Development, with support from UNDP Georgia and in collaboration with Enterprise Georgia, aims to boost SMEs’ exports to the EU and European markets through participation in international trade fairs and B2B events.