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
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
Key sectors
ICT and electronics Transport and logistics
services Business and financial
services Industrial machinery
and metalworking
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
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
A NEW TRAINING PROGRAM TO BE LAUNCHED
Goals for the new program• Increase export • Help companies to find new export sales
managers• Decrease unemployment among
graduates
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
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
Challenge to recruit25 export sales managers 25 export companies
…during 2 months or the program would not start
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
Maximise applications (3 weeks)
Test and approve (1 week)
Match companies with candidates (3 weeks)
Match with coaches (2 weeks)
CHALLENGE 1: GET ENOUGH APPLICATIONS
Media campaign• Intriguing name: Export
revolution• Press conference• 80 articles• Advertising in central
media• Mailing lists and
networks• Social media• Telemarketing for
companies
Results
Export sales managers• 511 applicants• 189 qualified
• 120 passed the language test
Export companies• 67 applicants• 35 qualified
CHALLENGE 2: MATCHING COMPANIES AND CANDIDATES
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?
Work fair
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
Final selection• Managed by companies
– Meetings in companies– Tests– Personal assignments– Group works
• First 25 got into the program
CHALLENGE 3: MATCH COMPANIES AND COACHES
Matching with coaches• 10 coaches• 25 companies + 25 new export sales
managers• Speed date 5 minutes meetings• combination based on their preferences
LESSONS LEARNED
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
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
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!
Thank you!
Questions?
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%
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%
Industrial Production