This document provides marketing tips for startups based on lessons from Estonia. It discusses how Estonia has developed a strong startup culture despite its small population through supportive government policies, early startup successes like Skype, and a collaborative environment. Some key recommendations include starting marketing early, experimenting and testing different approaches, learning from each other, being patient, and listening to customers over experts. Estonia's e-government services, flat tax system, and emphasis on technology have also helped amplify its startups.
5. Estonia… never heard of it
• Population: 1.3 million
• Territory: 45,000 sq km (Pakistan almost 800,000 sq km)
• Regained independence from the Soviet Union in 1991 - had to
build up all the infrastructure
• Home to NATO Cyber Security Centre
• Punches way above its weight when it comes to startups - number
per capita, press coverage, funds raised
6. Unfortunately no magic solution
• Right steps by the government
• Handful of outside amplifiers
• Open and collaborative startup scene
• “Let’s just do it” attitude
• Raise of startup culture and acceptance in Estonia, Nordics, Europe
11. Seeds for the 2nd wave
Original Skype team in Estonia got a nice payday which they started investing back
into the ecosystem. With lots of failures :)
Skype employees have also gone on to kick off a handful of new startups (with other
Skypers as angels)
12. But it wasn’t just Skype
Development houses: went from outsourced engineering to design,
UX, project management, own products, spin offs
People working for these companies built up the skills, experience
and balls to go on to launch their own things.
A handful of software houses have been very successful companies
in their own right, with owners making enough money to become
angel investors.
15. Good for PR
• Tiger leap
• ID card + mobile ID
• Simple taxes - flat tax, takes me 5 minutes to file taxes online
• eGovernment
• X road citizen portal - government should ask you for info only once
• 15 minutes to set up company online
• eCitizenship