Yerevan hosted Visionest Institute’s two-day export training, “Go Global Armenia: Jump to New Market 2.0” bootcamp, held as part of the Export Acceleration Programme. The initiative aims to strengthen Armenian companies’ export capabilities and help them prepare to enter new international markets.
A total of 15 Armenian companies participated, representing a range of sectors, from alcoholic beverages to jewellery production. Over the two-day programme, participants explored key tools for export planning and market development, covering everything from market selection to logistics and financial cost management.
Marge Mardisalu-Kahar, Ambassador of Estonia to Armenia, attended the international certificate-awarding ceremony. She emphasised that flexibility is essential for countries with small domestic markets seeking to succeed internationally.
“Estonia is a country with a population of 1.3 million, and we understand very well how important it is to be flexible when looking for new markets and adapting our approach,” Marge Mardisalu-Kahar said.
According to the ambassador, in a changing and unpredictable world, companies must continually adapt, set ambitious goals, and approach their work creatively. She also reflected on Estonia’s economic experience, noting that structural changes are often difficult but can be necessary for development and quality improvement.
“First, adapt. Without that, success is impossible, because the world is constantly changing and unpredictable. Second, be ambitious. And third, approach your work as an artisanship—as something to enjoy and fill with positive creativity,” she emphasised.
The ambassador noted that Estonia’s experience as an economy heavily reliant on exports demonstrates the importance of looking beyond the domestic market and continually seeking new growth opportunities. In this context, strengthening export expertise and exploring international markets are also important steps towards improving the competitiveness of Armenian companies.
The programme was led by the institute’s CEO, Anu Mall Naarits, with one of the sessions delivered by business coach and mentor Andrew Patterson. The training covered different stages of the export process, helping participants move from market selection towards more focused planning and practical action.
According to participants, the training helped them take a more structured approach to exporting, deepen their understanding of international markets and clarify their next steps.
Rita Israelyan, Commercial Director of Ohanyan Brandy Company, described the programme as an opportunity to gain both new knowledge and practical tools for assessing export opportunities more effectively.
“The Export Training Programme was a valuable and practical experience that helped us better understand international markets and strengthen our export knowledge. The programme provided useful insights, practical tools, and opportunities to learn from experts and other Armenian SMEs. It was particularly relevant for improving our company’s approach to entering new markets and developing export opportunities,” Israelyan said.
The programme’s impact is also relevant to companies that are still exploring opportunities to enter international markets. Hasmik Apoyan, owner and co-founder of jewellery company Zardonq, said the training had changed how she approaches the prospect of exporting.
“I am treating that matter more seriously now, and I need to conduct thorough research,” Apoyan said.
Participating companies also noted that the programme had strengthened their confidence in taking the next steps towards export development. Beyond providing market knowledge and practical tools, initiatives of this kind help businesses assess their readiness, identify areas for improvement and make more informed decisions about international expansion.
Visionest Institute has now delivered this two-day export training format in Yerevan for the second time. The initiative forms part of Visionest Institute’s Export Acceleration Programme.
For participants, completing the training marks not the end of the process but the beginning of the next phase: applying their new knowledge to their companies’ export plans and assessing opportunities to enter new markets.
Visionest Institute’s programmes in Armenia are funded by ESTDEV, the Estonian Centre for International Development.