Estonia shares strategic knowledge with Armenian companies to support their export success
The Estonian export training program, launched for the first time for small and medium-sized enterprises in Armenia, supports not only the growth of these companies but also the broader development of the country’s economy.
Armenia has set an ambitious goal to make exports the main engine of economic growth for 2025–2030. While in 2023 there were 272 exporting companies in Armenia, the export development strategy aims to increase that number to 440 by 2030. Armenian small and medium-sized enterprises face a challenge familiar to many small countries: how to break out of the limitations of the domestic market and find a path to international markets.
The programme funded by ESTDEV and launched by Visionest Institute aims to develop participants’ export capacity through acquiring practical skills and by creating market analyses and concrete export plans — from target market selection and pricing strategies to certifications, logistics and finding business partners.
“By supporting Armenian entrepreneurs, Estonia shows solidarity with its Eastern Partnership countries and shares its experience in market-economy development and export success,” explains Visionest Institute director Anu-Mall Naarits, describing why the organisation opened the training programme in Armenia.
The export trainings provide targeted, practical support that helps Armenian small and medium-sized enterprises (SMEs) systematically prepare for export activities. The Estonian-led initiative brings together experts, mentors and local entrepreneurs. The result is a framework that teaches entrepreneurs to think strategically: to choose the right target markets, understand cultural and regulatory barriers in global markets, and develop realistic export plans.
The multifaceted impact of the program
In the short term, the export trainings launched in Armenia increase local entrepreneurs’ awareness of export readiness criteria and provide very concrete tools for entering new markets and refining business strategies.
Successful and consistent application of the acquired knowledge will increase SMEs’ competitiveness in the global market, help grow export volumes and create new business networks and partnerships more easily and quickly. Long-term impact includes diversifying Armenia’s economy, creating new jobs and stronger integration into international value chains — outcomes that also align with Estonia’s development cooperation goal to strengthen partner countries’ business environment and support sustainable economic growth.
At least 80% of the 60 participants starting across five different sectors should, as a result of the programme, take the first concrete steps into exporting or enter a new market, which in turn will foster the emergence of an international business culture and a local network of export practitioners.
Estonia has a special role in Armenia
Our export success over recent decades is a vivid example of how a small country can, despite limited conditions, enter the global business arena through smart planning and a systematic approach. “Bringing this experience to Armenia means not only sharing knowledge but also solidarity and strategic partnership,” Naarits from Visionest Institute affirmed.
Since 2021 Armenia’s economy has recovered rapidly after the COVID crisis and continues to show strong, above-average growth. “Armenia and Estonia have for decades organised study visits and shared experiences. Armenia wishes to learn from Estonia’s success stories and apply best practices and business models in its reforms, while also taking cultural specifics into account,” said Piruza Harutjunjan, Honorary Consul of Armenia in Estonia.
Armenia has clearly and boldly expressed its desire to move politically and economically closer to the European Union. “Economic relations are precisely the area where determined work can achieve tangible results relatively quickly and help Armenian companies and people feel this cooperation in their everyday experience,” said Margus Gering, ESTDEV’s head for the European region and Ukraine reconstruction.
Practical export training help to find focus
Companies participating in the program state that the most important thing is to gain practical skills and tools, as well as opportunities to expand their network of contacts, which will support them in establishing long-term business relationships in the future.
“The impressions are very positive. The content is actionable and well-structured, the homework exercises translate directly into our day-to-day work. The program accelerates our growth by helping us prioritize target markets with evidence, sharpen our value proposition by segment, and choose the right channels, and execute through a clear plan with KPIs resulting in tighter focus, shorter sales cycles, and a stronger international pipeline,” said participant Lilit Azatyan, CEO of Pogos Software.
“The program helps me identify potential export markets, understand customer expectations abroad, and learn about the operational and financial aspects of exporting. This knowledge is crucial for the growth of my company, as it provides me with a clear roadmap to expand beyond the local market. I also hope the program will help me avoid common mistakes new exporters make,” said participant Armine Babayan, owner of Urme fashion brand.
Photo: Visionest / Simonyan Hakob
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