TALLINN, ESTONIA – A select group of 15 representatives of education program for Ukrainian BSOs recently completed an immersive study trip to Tallinn, Estonia, as part of the “Export Alliance Mastery” program. From August 18-20, 2025, participants dived deep into the operational heart of some of Estonia’s most dynamic companies, gaining firsthand insights into the strategies that have propelled this small Baltic nation onto the global export stage.
The carefully planned three-day itinerary was designed to offer a diverse cross-section of Estonia’s business landscape, from heavy industry and logistics to cutting-edge digital services and high-end design. And also to inspire the BSO members of how to run their organisations the way it can best support it´s members.
The study trip was also a valuable networking opportunity, as the Ukrainian BSO representatives were joined by a parallel group of international export consultants. This unique setup was part of a separate “Export Consultants Mastery” program, which brought together professionals from Estonia, Georgia, and Ukraine. This approach created a powerful multiplier effect, pushing networking and fostering collaboration among participants from both groups. It allowed for direct exchange of ideas and the creation of new opportunities for future cooperation, extending the value of the trip far beyond the company visits themselves.
The journey began with a powerful statement from the manufacturing sector. Participants visited Estanc, a leading exporter of process equipment, where CEO Priit Haldma provided a factory tour and an open conversation. With over 90% of its production destined for more than 40 countries, Estanc exemplifies how a focus on high engineering standards and sustainability can create a global powerhouse.
The contrast and synergy between traditional and modern business were immediately apparent. The same day, the group moved to Trinidad Wiseman (TWN), a firm at the forefront of digital transformation. Here, a discussion circle highlighted how human-centred design and e-services are not just buzzwords but core components of a successful business model, as demonstrated by their work for both public and private sector clients. Their innovative use of AI to save thousands of staff hours at a supermarket chain served as a powerful case study in operational efficiency.
The logistics of global trade were explored at Sanitex, the Baltics’ largest wholesale and distribution group. The sheer scale of Sanitex’s operations, with over 43,000 SKUs serving 32,000 customers, underscored the critical role of a robust supply chain in successful export ventures.
Beyond the major players, the program introduced participants to niche, high-value exporters. A visit to the showroom of designer Tanel Veenre offered a masterclass in building an export-focused brand from day one, leveraging international e-commerce and strategic partnerships to break into new markets. Similarly, the visit to JOIK, a natural cosmetics and home-fragrance brand, showcased how a company can blend Nordic traditions with modern e-commerce and a strong commitment to quality to achieve international recognition.
On Monday evening, August 18, the participants joined a special event: the 35th-anniversary celebration of the Visionest Institute. The celebration, with the theme “learning is play!,” brought together Estonian alumni, trainers, partners, and students from Ukraine and Georgia. It was a perfect chance to connect with local business leaders and share experiences. The festive atmosphere highlighted how collaboration, support, and a playful approach can help everyone grow faster and stronger together.
The second day was dedicated to technological innovation and industrial processes. The group engaged with Heiti Mering, the founder and CEO of the Digital Logistics Center (Digilogistika Keskus). This session provided a glimpse into the future of freight, with a focus on real-time digital systems and the collaborative effort to build a neutral EU hub for supply chain transformation. This was followed by a factory tour at Metaprint AS, a veteran manufacturer of aerosol containers. CEO Martti Lemendik shared insights into how a company operating since 1891 remains a top European producer by serving a diverse range of international markets with quick delivery time.
The evening was enriched by a special evening dinner and round discussion with Doris Põld, CEO of the Estonian Association of Information Technology and Telecommunications. Her firsthand experience and strategic insights into leveraging a sectorial approach for export success provided a fitting conclusion to the study trip.
The program’s educational component was bookended by a hybrid workshop on the final day, led by Jean Sutton, focusing on the “Export Alliance Mastery Internship.” This provided a practical, hands-on opportunity to apply the lessons learned during the company visits. The “Export Alliance Mastery” study trip to Estonia was a deep dive into an ecosystem of innovation, resilience, and strategic export thinking.
Participant Takeaways: Lessons for Ukrainian Companies
Feedback from the participants revealed key lessons they will bring back to Ukraine.
- Estanc: Participants learned that long-term success comes from a mix of strong systems and a focus on people. The main takeaway for Ukrainian firms is to compete on technology, quality, and trust. Building partnerships can take years, so patience and process discipline are essential.
- Trinidad Wiseman (TWN): The group was impressed by the company’s discipline in starting with user research and its focus on team trust. For Ukrainian firms, the lesson is to shift from just making products to solving end-user problems and building long-term partnerships.
- Sanitex: The visit showed how a large operation can run “like clockwork” through process excellence and advanced logistics tech. This highlighted the value for Ukrainian companies in offering a broader mix of services to improve profit margins.
- Digital Logistics Center: Participants saw the value of a neutral hub that brings together the state, businesses, and the EU to accelerate digital logistics. The main takeaway is for Ukrainian companies to build networks and platforms to share knowledge and adopt EU standards.
- Metaprint: The group was impressed by how a century-old company stays competitive through focus, consistency, and a clean, worker-friendly factory. The lesson for Ukrainian firms is to use precision and speed as a market advantage, and to keep investing in technology and automation.
- Tanel Veenre: The visit to the designer’s showroom showed the power of a strong founder-led brand story and a clear niche. Ukrainian firms can learn to use distinctive storytelling to stand out in international markets.
- JOIK: Participants saw how a tight brand discipline and a clear focus on quality can be more effective than offering a wide range of products. The key lesson is to keep the export strategy focused and well-defined.
- Meeting with Doris Põld (ITL): This session provided a live example of a successful Business Support Organisation (BSO). It taught participants the importance of a unified sector voice, a disciplined focus on members, and strong public-private partnerships. The immediate interest in collaborating with ITL showed how much Ukrainian clusters want to learn from this model.
The 15 participants of Export Alliance Master program returned home with not only new connections but also a refreshed perspective on what it takes to build and scale a business for the global market, inspired by Estonia’s export champions.
Export Alliance Mastery project is developed by Visionest Institute Estonia and implemented in cooperation with Ukraine’s Entrepreneurship and Export Promotion Office within the framework of the Diia. Business Ukrainian national project. The project is financed by ESTDEV – Estonian Centre for International Development
