Vaido Mikheim, Tartu Science Park, HIADEX event, 16.10.2018

1. Project HIADEX story
How Estonian and Latvian
entrepreneurs went to
Singaporean and Malaysian trade fairs
with
lessons learned on the way
Vaido Mikheim, Tartu Science Park
16.10.2018, Riga

2. Plans, plans, plans
Summer 2015 – Latvian industry side interest about going to China. Idea to apply for
Estonia-Latvia Programme funding. Budget – 1M€.
Autumn 2015 – Concept idea ready. China. Budget cut by 100% to 500k.
Spring 2016 – Budget cut by 30%, now 340k€. Project idea submitted. China.
Autumn 2016 – Final project application submitted. Malaysia & Singapore. Twice.
Spring 2017 – Project approved. With changes. 2 countries, 2 missions.
01.05.2017 – Woop, off we go!

3. Plans, plans, plans
Market research in autumn 2017
Development of market entry strategy in winter 2017
Identification of products-services in spring 2018
Preparation of promotional materials in spring 2018
Participation in trade fair in May 2018

4. No battle plan survives first
contact with the enemy.
No project plan survives first
contact with reality.
PLANS meet REALITY

5. Plans, plaaan… a whaat..
Market research in autumn 2017
Development of market entry strategy in winter 2017
Identification of products-services in spring 2018
Preparation of promotional materials in spring 2018
Participation in trade fair in May 2018
September 2017, Singapore!

7. LESSON 1: location
West is good enough…
… but tablet with Google Maps
works too!

9. LESSON 2: simplicity

10. We are too small?
We were too many.
Less is more.
EVOLUTION OF A MESSAGE

11. LESSON 3: clarity

12. What are you doing?
In one word.
EVOLUTION OF A MESSAGE

13. LESSON 4: credibility

14. How do you prove that
your product does
what you say it does?
EVOLUTION OF A MESSAGE

15. OBSERVATION 1: dress code

16. OBSERVATION 2: The Boss (Wo)Man

17. CHINA
OBSERVATION 3

18. Time zone: +5 hours
Breakfast @ 02:30 am EE/LV time
To sleep @ 19 pm EE/LV time
OBSERVATION 4

19. Grab is South-East Asian Taxify/Uber.
It’s reliable, cheap and fast.
HELPFUL HINTS

20. CREDIT CARD THEFTS!
Be careful & well, cash is king!
HELPFUL HINTS

21. Ms. Lasma Lidaka @ Singapore LIAA unit
H.E. Mr. Riho Kruuv
Estonian Ambassador in India, Malaysia, Sri Lanka & Singapore
HELPFUL HINTS

22. Literally!
Mindfulness
Sincerity
Attentiveness
Communication
HELPFUL HINTS

23. AITÄH!
PALDIES!
THANK YOU!
p.s. we’re going back… vaido@sciencepark.ee
Liesma, Liga, Linda, Marita, Raina and Külli – couldn’t
have done it without you!