An Interview with Janar Sutt, Partner at Baltic Consulting Team
How local expertise, face-to-face meetings and tailored visiting programmes help international companies explore opportunities in Estonia and the Baltic States.
An interview with Janar Sutt, Partner at Baltic Consulting Team
Artificial intelligence is transforming how companies research new markets, identify potential partners and explore international opportunities. But understanding how a market works often requires local knowledge, personal relationships and direct business experience.
For Nordic and international companies considering expansion into Estonia and the wider Baltic region, organised business visits and professional study programmes offer an opportunity to meet local companies, understand business practices and establish meaningful connections.
Baltic Consulting Team supports companies exploring Estonia, Latvia and Lithuania through market research, partner searches and tailored business visiting programmes.
Cecilia Linden from the Scandinavian Chamber of Commerce in Estonia speaks with Janar Sutt, Partner at Baltic Consulting Team and former vice chair of the Chamber, about AI in international business development and why personal meetings remain essential.
AI Is Changing International Market Research
Cecilia: AI is becoming increasingly important in business. How do you see its impact on international market expansion?
Janar: AI is a fantastic tool that is changing the way we work. Tasks that previously took days or weeks can now be completed much faster. It helps companies analyse markets, identify potential customers and partners, and understand the competitive landscape.
For companies exploring opportunities in Estonia or the wider Baltic region, AI can provide a useful starting point. It can help identify industries, research companies and develop an initial understanding of market conditions.
However, having access to information about a market is not the same as understanding how that market actually works. AI-generated information still needs to be verified, interpreted and placed in the right local context.
Understanding the Estonian and Baltic Business Markets
Cecilia: What are the particular challenges when entering the Baltic markets?
Janar: Nordic companies sometimes see Estonia, Latvia and Lithuania as one relatively similar market. In reality, they are three distinct markets, each with its own business culture, customer expectations and decision-making processes.
AI can help identify potential business partners, but it cannot always tell you whether they are genuinely interested in cooperation, have the necessary capabilities or are the right match for your company.
This is where local market knowledge and direct contact become particularly valuable.
Why Face-to-Face Business Meetings Still Matter
Cecilia: Why do you believe face-to-face meetings are still so important?
Janar: In my experience, some of the most valuable insights come from personal conversations rather than reports or databases.
A company may look like an ideal partner on paper, but a meeting can reveal very different priorities. Equally, a company that initially seems less relevant may turn out to be an excellent potential partner.
Face-to-face meetings help companies understand local business practices, assess genuine interest and, most importantly, build trust.
Organising Business Visits and Visiting Programmes in Estonia
Cecilia: Baltic Consulting Team organises visiting programmes for Nordic companies. What makes these programmes valuable?
Janar: A well-prepared visiting programme is much more than arranging a few meetings. It involves understanding the client’s objectives, identifying relevant companies, contacting decision-makers and confirming their interest in meeting.
During a two- or three-day visit, a company can gain market insights, establish valuable contacts and identify business opportunities that might otherwise take months to develop remotely.
And it is not about the number of meetings. Five carefully selected meetings can be far more valuable than fifteen meetings without a clear purpose.
Learn more about tailored market visits and visiting programmes in Estonia for companies, organisations and delegations.
Combining AI Research with Local Business Expertise
Cecilia: How do you see AI and traditional market-entry consulting working together in the future?
Janar: I see them as complementary. AI makes initial research and preparation faster and more efficient, while local expertise helps validate information, identify genuine opportunities and establish business relationships.
At Baltic Consulting Team, we increasingly use AI to support our work, allowing us to focus more on what creates real value for our clients.
Ultimately, international business is still about people. Technology can help identify opportunities, but trust and long-term cooperation are built through personal interaction.
AI can help you identify the right doors. A well-prepared visiting programme helps you open them.
Recognised Expertise in Business Visits to Estonia
The Scandinavian Chamber of Commerce in Estonia recognises Baltic Consulting Team’s expertise in organising tailored business visits, professional visiting programmes and meetings with local companies in Estonia and the wider Baltic region.
The Chamber recommends Baltic Consulting Team as a knowledgeable and experienced partner for international companies and business delegations seeking to explore the Estonian market, establish valuable business contacts and develop opportunities for cooperation.
Explore Baltic Consulting Team’s visiting programme services.
Business Visits to Estonia: Frequently Asked Questions
Who organises business visits to Estonia?
Baltic Consulting Team organises tailored market visits and visiting programmes for companies, organisations and delegations exploring Estonia and the wider Baltic region.
What is a business visiting programme in Estonia?
A business visiting programme is a structured series of professional meetings tailored to the objectives of a company or delegation. It can involve meetings with local companies, potential partners and relevant decision-makers.
How are company visits in Estonia organised?
The process starts by defining objectives, identifying relevant local companies, approaching decision-makers and confirming their interest in meeting.
How long does a business visit to Estonia usually take?
Depending on its objectives, a programme may last two or three days. A carefully planned visit can create useful market insights and contacts in a short time.
Can visiting programmes cover Latvia and Lithuania as well?
Yes. Baltic Consulting Team also supports companies exploring Latvia and Lithuania through market research, partner searches and tailored market visiting programmes.
About Baltic Consulting Team
Baltic Consulting Team supports Nordic and international companies entering and expanding in Estonia, Latvia and Lithuania through market research, partner and customer searches, market-entry support and tailored business visiting programmes.
For information about organising business visits to Estonia and the Baltic States, visit the company’s services page: https://www.balticconsultingteam.com/services