how to revolutionize exports? the case of estonia anu-mall naarits general manager marketingi...
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How to Revolutionize Exports?
The Case of Estonia
Anu-Mall NaaritsGeneral Manager
Marketingi Instituut
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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.com/?internalUrl=whyInvestInEstonia
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Key sectors
ICT and electronics Transport and logistics
services Business and financial
services Industrial machinery
and metalworking
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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
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GDP growth and inflation, 2002-2010
7,87,1
7,59,2
10,2
7,1
-3,6
-14,1
3,1
-15
-10
-5
0
5
10
15
-15
-10
-5
0
5
10
15
2002 2003 2004 2005 2006 2007 2008 2009 2010
gdp growthinflation
Source: Statistics Estonia
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A NEW TRAINING PROGRAM TO BE LAUNCHED
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Goals for the new program• Increase export • Help companies to find new export sales
managers• Decrease unemployment among
graduates
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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
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Requirements25 export sales managers• Graduates• 1st or 2nd 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
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Challenge to recruit25 export sales managers 25 export companies
…during 2 months or the program would not start
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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
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Maximise applications (3 weeks)
Test and approve (1 week)
Match companies with candidates (3 weeks)
Match with coaches (2 weeks)
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CHALLENGE 1: GET ENOUGH APPLICATIONS
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Media campaign• Intriguing name: Export
revolution• Press conference• 80 articles• Advertising in central
media• Mailing lists and
networks• Social media• Telemarketing for
companies
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Results
Export sales managers• 511 applicants• 189 qualified
• 120 passed the language test
Export companies• 67 applicants• 35 qualified
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CHALLENGE 2: MATCHING COMPANIES AND CANDIDATES
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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?
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Work fair
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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
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Final selection• Managed by companies
– Meetings in companies– Tests– Personal assignments– Group works
• First 25 got into the program
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CHALLENGE 3: MATCH COMPANIES AND COACHES
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Matching with coaches• 10 coaches• 25 companies + 25 new export sales
managers• Speed date 5 minutes meetings• combination based on their preferences
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LESSONS LEARNED
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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
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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
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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!
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Thank you!
Questions?
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Top 6 export and import countries
Exports ImportsFinland 17,0% 14,9%
Sweden 15,6% 10,9%
Russia 9,7% 8,3%
Latvia 9,0% 10,9%
Germany 5,2% 11,3%
Lithuania 4,9% 7,7%
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Export ImportMachinery and appliances 22,6% 23,5%
Mineral products 15,7% 17,5%
Wood and articles of wood 9,1% 2,8%
Base metals and articles of metals 9,1% 10%
Misc. manufactured articles 7,6%
Transport equipment 6,5% 7,1%
Chemical products 4,5% 8%
Food products 4,0% 6,3%
Live animals, animal products 3,7%
Textiles and textile articles 3,6% 5%
Plastics and rubber 3,2% 5,6%
Paper and paperboard; printed materials 3,2%
Other 7,2% 14,2%
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Industrial Production