Over 50 Georgian SMEs boost business competitiveness to prepare for EU market entry

The project is part of the UNDP's "Inclusive Access to Markets" initiative for Georgian SMEs to strengthen their capacity to participate in international trade and business-to-business (B2B) events and increase their sales potential in the European market. 

Over seven months, participants engaged in eight training workshops–three held in person in Tbilisi and five online–focusing on export readiness, brand positioning, international marketing and negotiation strategies. 

"On the first day of our training programme in Georgia, we asked the participants what could make Georgia stand out. The answer came quickly: creativity. From that moment on, we continued step by step, showing what opportunities exist for international cooperation and how to present oneself professionally at top European trade fairs, build relationships and reach sales deals," said Anu-Mall Naarits, CEO of Visionest Institute. 

Participants also attended two mentorship sessions with industry experts from Estonia and the United Kingdom. The first session took place in Tbilisi, while the second followed online several months later, allowing companies time to receive feedback, reflect on their progress and plan the next steps for international growth. 

A key component of the programme was the attendance of Georgian fashion brands at several international trade fairs, including Playtime Paris and MICAM & MIPEL Milano. At these events, Visionest Institute provided on-site guidance, supporting participants in real-time interactions with buyers, agents, and partners by offering practical insights that proved crucial to their performance and networking outcomes. 

"At my first international trade fair, I had passion and a strong product but lacked critical elements such as a structured price list, clear product information, and the skill to speak with buyers professionally and convincingly," said Nini Patsatsia, programme participant and founder of footwear brand Patsatsia Nini. "This year, everything changed. I came with all materials professionally prepared, including price lists, visuals, and pre-defined discount structures for agents, boutiques, and distributors. This kind of professionalism builds immediate trust and makes a strong first impression.” 

Patsatsia continued: "One of the most important lessons I learned through the programme was how to see things from the buyer's perspective. Understanding their priorities and explaining clearly why my product fits their market made a significant difference. I also prioritised follow-ups and saw immediate results." 

Of the 58 SMEs admitted into the programme in September 2024, 51 companies completed the course. A formal ceremony was held to honour the participants' achievements, and 99 individuals received certificates to recognise their progress and commitment. 

Initially launched in Tbilisi, the programme is part of an ongoing cooperation agreement between ESTDEV and UNDP, where the UNDP contributed €519 000 to boost the competitiveness of Georgian businesses in the European Union. Nearly all of Georgia's total operating enterprises are SMEs. They employ more than half of the country's population, making them a critical component of Georgia's economy. 

"UNDP funding recognises Estonian development cooperation in Georgia and our experts, projects and partners who implement these projects together with Georgian companies. Involvement with foreign funding is one of ESTDEV's most important roles, and we are glad that UNDP has found an opportunity to amplify Estonian development cooperation in Georgia," said Margus Gering, ESTDEV's regional head for the EU Eastern Neighbourhood.