Kalev Kaarna, Project Manager of Metrosert’s Sales Division, has shared his knowledge and expertise with various entrepreneurs both in Estonia and internationally this fall. Kalev’s trainings, which focus on the success of deep-tech startups and the strategic positioning of products, have received widespread recognition.

Here is an overview of Kalev’s autumn trainings:

1. Scaleup Launchpad Online Training
   • Date: November 2024
   • Topic: “Practical Startup Strategy”
   • Participants: 10 startups from Estonia, Finland, and Sweden
   • Key Topics:
     • Improving product positioning
     • Value-based product development and communication
     • Key reasons for startup failure
   • Organizer: Tartu Science Park
2. Training at Aalto University
   • Date: November 2024
   • Topic: “Deep Tech Sales”
   • Participants: 16 startups from the Research to Business and Accelerator programs
   • Result: NPS score 73 (very high)
   • Topics Covered:
     • Becoming a product category leader (30% market share)
     • Presenting products based on value-benefits-features principles
     • Understanding the customer decision-making process and real needs
3. Lecture for University of Tartu Bio-Entrepreneurship Students
   • Date: October 2, 2024
   • Topic: “How to Understand Your Future Customer?”
   • Participants: 15 students
   • Discussion Topics:
     • Finding the right customer and gathering input for product development
     • Understanding customer values
     • Selling new technology and driving change
4. Sparkup Incubator and ESA BIC Accelerator Training in Kääriku
   • Date: September 9–10, 2024
   • Topics:
     • Key decisions for success in deep-tech startups
     • Positioning as a market leader in the customer’s mind
   • Key Discussions:
     • Reasons for startup failure (based on Eisenmann and Wasserman’s research)
     • Setting strategies and goals according to the customer, investor, or vision
     • Understanding the buying decision process and gaining customer trust

Kalev’s contribution goes beyond sharing knowledge; he also helps to promote Metrosert and strengthen our company’s visibility in the business community. His activities open new collaboration opportunities and bring us closer to potential clients, while contributing to the development of the deep-tech sector in Estonia and beyond. Kalev’s work with these trainings is truly inspiring – thank you and we wish you continued success!