Tiina Kaldoja31-32

HOW ARE WE DOING?

STORIES ABOUT ENTERPRISING ESTONIAN WOMEN SISUKORD

Sissejuhatus ------6 Heli ja Dixieland ------8 Kaie ja mesila ------10 Rael ja käsitööühistu ------12 Ly ja mahepõllundus ------14 Marika ja loodusturism ------16 Piret ja Peipsi ------18 Eve ja puidufirma ------20 Tiina ja söögituba ------22 Mall ja butiik ------24 Koostaja: Sander Silm Toimetaja: Marika Kusnets Aivi ja küülikud ------26 Kujundus: Artur Borissenko Trükk: TRIIP AS Aime ja tutvumisbüroo ------28 Fotod: Sander Silm, Kadri Pulk, erakogu, Lauri Kulpsoo Anneli ja Saarakiri ------30 Käesolev kogumik on koostatud BRS Interreg IIIB, Milline on ettevõtlik maanaine Eestis? ------32 Eesti Põllumajandusministeeriumi ja Eesti Sisemi- nisteeriumi toel. Naisettevõtjatel on nüüd oma strateegia ------33

by-step. They do not want to take great fering them a sense of security. Female risks, because their children and family enterprise is still an incomprehensible must not be put in danger, always slowly expression and still causes a flood of and prudently, fulfilling their dreams questions—what is the difference be- ith this collection, we conservatively. tween female and male enterprise? There want to offer you the op- The women’s stories also show us that is no difference other than in one case portunity to take a look help is needed to find an activity and to get the entrepreneur is a woman, and in the at the activities and started as an entrepreneur—support or a other case a man, with the advantages thoughts of enterprising shoulder to lean on. Sometimes it is suf- and disadvantages resulting from their women. ficient that someone provides the wings gender roles. The support structures for The collection is necessary for a dream to fly or praises a existing enterprises have been instituted one fragment of a large, crazy idea. This can be participation in by men and they take the opportunities Wthree-year international FEM project whose ob- a project supporting female enterprise, and needs of men as entrepreneurs into jective is to launch an effective and sustainable membership in a network, or just a good greater consideration. female enterprise support system in Estonia for fe- friend, who is capable of understanding Therefore, women must take the ini- male entrepreneurs and women who wish to start a crazy idea. The more complicated the tiative into their own hands, to call to- businesses in rural areas. times, the fewer such people there are. gether local women, and to start to act. If The idea for the project was born from differ- In order for the support for female a local initiative exists, then the project ent international co-operation projects and the enterprise to be more than just project- can be of help through a regional meet- knowledge that women need not only project-based based, and for the entire Estonian soci- ing place to be created, the activities of support, but also a sustainable structure that will ety to understand that entrepreneurial which are co-ordinated by trained sup- support putting their thoughts and dreams into women are an unused resource in local port persons/counselors, who provide practice. Women want to be and are capable of be- and regional development, it is necessary different training, group mentoring, net- ing entrepreneurs, if they receive support based to agree upon the development direction working programs, and involve you in on their needs. Whereas, these needs are often of female enterprise. This agreement the activities of international networks. closely related to the somersaults of their families could be the strategy for the promotion You can read more about the opera- and destinies. of female enterprise developed in the tions of the project on our website, www. Unfortunately, the writing of such business course of this project, in the discussions fem.ee plans is not taught anywhere and is it even possi- of which, women from different areas of ble to foresee all this and include it in the plans? Estonia have participated. Welcome to the community of entre- Therefore, operating as an entrepreneur requires Women are filled with a desire to act, preneurial women! quite a lot of flexibility from a woman, as well as but are not sure that the young Estonian insight, creativity, empathy, and reconciliation Republic, afloat on political winds, is Anneli Luisk 6–7 with the inevitable. Women want to grow step- capable of understanding them and of- Project Manager, FEM Project HELI STURE31-32

eli Sture has never complained of a herself. “If I feel that I can no longer do As time goes on, the interest in rock ‘n’ HELI boring life. Working in Valga in an of- it, I just take a break, and that’s all,” she roll among Estonians in increasing, and fice supply store, Heli’s work schedule asserts. Heli plans to write several projects and H was as follows: she had two free days in Heli has been active in organising to develop Dixieland into a centre, where the week, on one, she taught line dancing, and on the annual summer American car cruis- tourists can rest and the people in the STURE the other, she went to Tallinn to study it herself. es and rock ‘n’ roll festivals. Festival is area can come to have fun. This will not This life continued for five years, and only now in not a misleading word to be used regard- be easy, of this Heli is sure. However, at retrospect does she admit that this was a crazy pe- ing these concerts, since up to ten rock the same time, one’s self-awareness is AND riod. ’n’ roll bands have appeared there. Heli tickled by the knowledge that there are A change in Heli’s life occurred a few years emphasises that this is a unique under- not many farms in the world that organ- ago, when a Finn named Jari bought himself the taking in Estonia, since the bands that ise festivals that are respected by serious DIXIE- heart of the old manor’s dairy farm in Lepa village attend are truly “doers” in their field. musicians. near Valga. As a serious rock ‘n’ roll fan, Jari Kuiv- Heli makes no secret of the fact that anen planned to start organising rock concerts not everything flows smoothly. Since and American car shows in Lepa. The place he this is an international event, then one LAND had purchased was ideal for this: the giant stone must know foreign languages, and Heli horse stable was just begging for such events to be admits that, at first, communicating in organised. Finnish and English was quite difficult. Jari had the idea to also use line dancers, and However, one learns from every job, now so Heli and Jari’s paths crossed. Their initial co- this is no longer a great problem for Heli. operation developed, until a year and a half ago, Although many people in Valga County Heli and Jari decided to move to Lepa together. know about Dixieland, this does not Along with Jari, Heli started organising events mean that the operation is financially in the place christened Dixieland, and suddenly very profitable. American car shows are discovered that she has a talent, of which she was being organised elsewhere in Estonia, entirely unaware: namely a talent for organising. and the festival tends to end up in the Heli is not ashamed to say that her work and la- red, since the import of just one band bour is behind the organisation of many of the can cost up to 100,000 kroons. At the events. It could not be otherwise, since they use same time, the people in Valga have not practically no additional labour. “In the summer, discovered Dixieland as a place to dance, there have been times, when I have slept only three although Heli hopes that will change in to four hours for days,” she recalls. It is not hard to the near future. burn out when working at such a tempo, and Heli Therefore, despite all the problems, 8–9 is well aware of this, and has learned to protect the Dixieland owners have not lost hope. Sander Silm KAIE TAIM31-32

ome years ago, Kaie Taim stood at a cross- must be done in a bee house, and this ex- that a beekeeper must hold one’s banner KAIE roads: whether to start operating a small plains the fact why there are not many high, and Kaie has done so. Kaie’s brand bee house with 40 hives by herself or not. female beekeepers. “Actually the keeping “Alutaguse Honey” is known through- S She had gone through a divorce, which left of a bee house is more of a family enter- out all of East-Viru County. At the same Kaie a bee house located in Kiikla in East-Viru prise, I now must decide whether to start time, simply good honey is not sufficient TAIM County, which she had kept as a hobby. Kaie, who doing my own carpentry or to purchase to remain competitive, the amount of is from Jõhvi, had old ties with the Kiikla bee this service,” says Kaie. different products is also important. house: right after secondary school, she had gone The second option is not the worst, Kaie herself has noticed that the more AND to Olustvere to study beekeeping, and after gradu- because Kaie once put a lot of effort into different products there are, the better ation had been sent to work in Kiikla. During the developing her company’s bookkeep- her business. “Unfortunately, I can only collapse of the collective farm, she was able to pri- ing, until she realised that it is cheaper deal with product development in the THE vatise her own job. to buy bookkeeping services, instead of winter, when there is more time,” she Although Kaie has worked for a long time in trying to keep up with rapidly changing adds. In any case, Kaie has not forgotten the bee house, and was an experienced beekeeper, legislation. the belief of her German colleagues that it was not an easy decision to continue as an inde- Today, a beekeeper must be a good it is only possible to survive in the honey BEE pendent entrepreneur. Finally, the Tartu job mar- salesperson, because in this business, business if one produces as inexpensive ket made the determination: looking for a job in it is not sufficient to just produce honey, honey as possible or if one produces dif- Tartu, she was offered a salary that she could earn this honey must also be sold. Due to ever- ferent types of honey. HOUSE in her own bee house. “The choice was whether to increasing competition, however, this To the question, how long Kaie plans go to work there on a regular schedule, or to be- is not an easy job. New small hobby bee to deal with beekeeping, she laughs and come an entrepreneur, with a busy period in the houses are constantly being started up answers, that one can be a beekeeper un- summer,” Kaie explains her options at the time. Estonia, while the size of the Kiikla bee til retirement. “Although from time to However, as an experienced beekeeper she was house is quite inconvenient from a mer- time, I would like to try a more feminine aware that by giving up salaried employment, she chandising point of view. Forty beehives profession.” was giving up financial stability, because it has is too few for trying to sell one’s products happened that she has gotten only a hundred or to large wholesalers, and too many, to so litres of honey from her bee house. This would just sell to one’s neighbours. Kaie has mean abandoning her job or living from her sav- chosen attending fairs as her merchan- ings. “However, I had seen from my friends that dising channel, and she does not regret going to a salaried job day after day also had its this. It is true that attending fairs is very shortcomings,” she added. exhausting and expensive, but one gets Although for many people, a beekeeper’s work to keep that money that would be paid to appears to be a peaceful and clean job, then the re- intermediaries. 10–11 ality may be quite different. A lot of physical work A German beekeeper once told Kaie Sander Silm RAEL KAASEN31-32

ive years ago, Rael Kaasen, a Võru County eral meaning, backwards it spelled “ise” the Võru town government rented the RAEL woman, was having a hard time. On one (self), and in the Võru dialect, the word co-operative the cellar rooms in Võru on hand, she really wanted to earn bread for has the same meaning. The double em- Koidula Street. F her family with her own hands, but on the phasis of the word “ise” showed the If the co-operative was created with AND other hand, there was really no opportunity to do women’s desire to make and sell Võru the goal to primarily sell its own prod- so. The thing was that Rael had always like to do handicrafts themselves, and they have ucts, then currently a situation has handicraft, even when studying at the Luua Forest remained true to this concept. developed where the majority of the THE School, Rael had kept her knitting needles flashing Currently the ESI handicraft co-oper- products on sale in the ESI handicraft in the dormitory, put at the end of the last decade, ative is know primarily in Võru, because cellar is the work of other Võru County it was quite difficult for artisans to earn a living, of the handicraft cellar located opposite artisans. Currently the handiwork of HANDI- since it was difficult for them to sell the fruits of the St. Catherine’s Church, and Rael has 250 rural people is on sale in the handi- their labour. become the chairman of the eight-mem- craft cellar, and the turnover in 2004 was There was no reason to knit at home from ber co-operative. Asked why the women 340,000 kroons. CRAFT morning to night, if one knew in advance that it elected her, Rael answers that since she “One could say that the first year was hard, if not impossible, to sell the sweaters has only two children and does not have was hard, but now the tourists and local and scarves that one produced. Or, could only be a large farming household, the others townspeople have discovered us,” states CO-OPERA- sold at a price that would not recoup all the work found that she would have more time to Rael. and effort. deal with the co-operative’s affairs. One What makes Rael the happiest, how- Rael’s case was made more difficult by the fact of the founders of the co-operative and ever, is that the co-operative that she TIVE that she was not one to go door-to-door and offer a current board member, Anneli Luisk, manages has been “discovered” by such her products. She was much better at knitting thinks this statement is just an example Estonian financial giants as the Tallinn sweaters. of Rael’s inherent modesty. “Rael is an Department Store, which ordered a large Five years ago, Rael heard about a project about excellent example of how a somewhat amount of crocheted flowers from the co- to be initiated, the ultimate objective of which was timid person has become an active entre- operative. According to the chairperson, the creation of a handicraft co-operative. At first, preneur,” says Anneli. this order allowed the members to make the program of the AITÜMA project, financed by It seems to many people that noth- a decent profit. Phare, included training, where Rael ended up al- ing could be simpler than operating a What is Rael’s greatest wish? “I most by accident. Although she had a strong desire handicraft cellar: the handicrafts come would like for our handicraft to reach to attend the training, Rael thought for a long time in one way, a mark-up is added, and sent the Tallinn shops,” she sighs. Currently about whether to go or not. Finally, she hardened out the other way. It’s actually no quite this is difficult, since the owners of the her heart and went... so simple, and the co-operative’s first Tallinn handicraft shops do not care At the beginning of 2001, the women who at- year of operation, when they were at tended the training started the ESI handicraft another location, was quite difficult. A 12–13 co-operative. The name of co-operative had sev- breakthrough occurred in 2002, when Sander Silm LY KOGERMANN31-32

y Kogermann is probably known by all the the 337th sole proprietor in Estonia. In preventive methods and mechanical re- LY people dealing with agriculture in Hiiu- 1993, home lodgings were started in Nas- pellents.” maa. va village in the Käina rural municipal- Synthetic mineral fertilizers and L It is difficult not to know the consult- ity. Three rooms in the spacious house plant protection agents are not used in AND ant of the Hiiumaa Advisory Centre, because most are for tourists. “We deal sensibly with organic farming. Therefore, production of those beginning agricultural production can offering lodgings,” says Ly. “If we are must be organised differently than for benefit from her smart and balanced attitude, her very tired and don’t have the energy to ordinary agriculture. matter-of-fact suggestions, and encouragement. deal with anyone, then we do no accept Livestock breeding puts great em- ORGANIC Moreover, not only the beginners, but also experi- visitors. After all, no one wants to feel phasis on the well-being of the animals: enced people. As a rule, those who have once en- uncomfortable or to be in the way.” the animals must be able to behave natu- countered Ly Kogermann remain her clients. Be- As a rule, very nice and well-mean- rally, and to eat the appropriate organic FARMING cause one needs to talk to Ly. To discuss. To ask for ing people have stayed in the Kogermann feed. The feed is produced largely at the advice. And this is useful. home. farm, and therefore, the number of ani- Livestock specialist Ly Kogermann came to Hi- “Tourists appreciate a friendly at- mals must be in balance with the size of iumaa to work in the Sõpruse Kolkhoz after gradu- titude and genuine country food,” says the land. ating from the Vana-Võidu State Farm Technical Ly Kogermann, who is very concerned How to define and implement these School. In 1978, she received a diploma from the with organic farming should achieve the principles is what Ly teaches. Estonian Agricultural Academy, which she com- right to exist on the island. “Oh, they don’t always listen to me,” pleted by correspondence, while working and car- The enterprising woman co-ordi- says Ly. “This means that they listen, but ing for her family. nates a joint project between Saaremaa, still act as they want. Then a lot of ex- For ten years, Ly Kogermann worked as the Hiiumaa, England, and Sweden, which plaining has to be done in order to put head livestock specialist in Hiiumaa, and with trains organic producers and processors everything in order.” the arrival of the new system of government, as of organic food. This work is also in the On their coastal meadows and in the head specialist of the Breeding Inspectorate. list of activities for the sole proprietor. their forests that has signs of becoming In 1999, the institution was split up and her new “The foundation of every organic choked with underbrush, the family is workplace became the Hiiumaa Department of the farm is crop rotation that is suitable for developing its “pension fund”. This is Performance Control Centre. local conditions, in which along with what Ly calls the seven Scottish High- “As both the county’s head livestock specialist grains or vegetables, plants from the pea land oxen that have eaten the reeds to as well as in my job at the Performance Control family, which preserve and increase soil clear the coastal pastures and trans- Centre, I only work part-time,” said Ly. “Three fertility, are important,” Ly explains. formed the forest floor into a park. sons were growing in our family, and we had to fig- “An important role in keeping nutrient The first Scottish Highland cattle ure out how to manage.” cycles in balance is also played by live- were brought to Hiiumaa in the autumn Ly Kogermann became one of the first sole stock breeding and the use of manure. of 1999. “According to the agreement, 14–15 proprietors on the island. She says that she was Plant protection is primarily based on we were supposed to raise themKadri for Pulk five MARIKA MANN31-32

arika Mann, a tourism entrepreneur “But, I didn’t have this money,” said Ma- The most intensive work for a tour- MARIKA and owner of OÜ Kumari Reisid, rika Mann. “My bank is the Eesti Ühis- ism entrepreneur takes place in the started in the tourism business as a pank, who helped me out. It is difficult winter, when all the preparations for the M sole proprietor in 2000. In 2003, she es- for tourism entrepreneurs to get loans, season have to be made, and the tourists AND tablished the private limited company, Kumari Re- because the development of tourism in have to be solicited, exhibitions attend- isid. Named after the Estonian ornithologist, Ee- an area is not essential. A hairdresser or ed, information printed, new itineraries rik Kumari, you say. No, the “guilty party” in the producer of some product is essential. and opportunities developed, and co-op- origin of the name is a Sri-Lanka client, who said Tourism products are not bought by eve- eration partners found. Those who wish NATURE that the word kumari meant a princess, a beautiful ryone.” to see birds must understand they have and isolated young woman, in the language of the With the start-up support for begin- to be outside from the early morning to warm country. ning entrepreneurs (160,000 kroons), late evening. This, in turn, means find- TOURISM Marika Mann is everything else but isolated, Marika renovated and furnished the cli- ing suitable lodgings. rather marvellously unique. When she speaks of ent service rooms in the Lihula manor Marika Mann buys all her services people, for whom and with whom she works, she house, erected a 20-person Indian lodge from other entrepreneurs. Some provide first mentions communication. “Communication that could be used year-round, and pur- lodgings, others catering or guide servic- is the key to my success,” the high-spirited woman chased a Leica scope with a tripod and es. The same with boat and canoe rentals. says herself, whose nightstand holds a book about Minox binoculars. In time, agreements have become water- the secrets of Chinese warfare. Communications As a rule, the tourism season lasts tight and co-operation with other service is also of primary importance when dealing with from April-May to September-October. providers has started to work well. special and serious bird-watching specialists. Since the objective of Kumari Reisid is Kumari Reisid had 1,150 visitors in “The tour guide may sometimes inadvertently to introduce the unique natural herit- 2004 of whom 320 were foreigners. The err about data or numbers, but the people who pur- age of Estonia, to shape an ecological turnover of the company in 2004 was chase their trips through us, must, above all, feel way of thinking, and an understanding 500,000 kroons. This year, the projected that they are very awaited and that their wishes of nature. Serious birdwatchers travel to turnover is 1.5 million kroons. “A tour- have been considered,” said Marika Mann. “Upon the Matsalu National Park, the wetlands ism company does not start to pay for it- leaving, they must feel that they had a pleasant of international importance, primarily self until the fifth to seventh year,” says trip that has met their expectations. Everything during the migration period. In mid- Marika Mann. “One just has to endure must fit; even the guide must be chosen to be as summer, there are other visitors, who until that time.” suitable as possible for the each group. This is dif- like the beautiful coastal meadows and Since 2003, Kumari Reisid has pro- ficult to explain, it must be felt.” flood plains, and the activities and go- vided foreign tourists with spring and When Marika Mann began with enterprise, it ings-on of the people in Lääne County. autumn bird-watching packages and was possible for her to get support from Enterprise Starting in the spring of 2004, Kumari Estonia. However, in order to receive the support, Reisid organises trips to nature pre- 16–17 the applicant had to provide 33% participation. serves throughout Estonia. Kadri Pulk PIRET TALISTU31-32

even years ago, the Talistu family, who has Motel has operated, they have never re- This is also the reason why OÜ Kauksi PIRET lived for years in Mäetaguse, in East-Viru gretted starting the business, the tour- Motel has not invested in the develop- County, decided to take a fundamental step. ism that fits into Estonia’s short summer ment of different attractions. “Some S At the end of 1998, they moved from Mäeta- does no allow great profits to be earned. people just are such that they want to be AND guse to the Paesaare Farm in the village of Kauksi, At the same time, Piret says that a tour- left alone. We had some people here for near Lake Peipsi, which had belonged to the grand- ist business is not “worked in” until the two weeks, who nothing more than just mother of Piret’s husband. The 60 hectares of the fourth year. To date, the majority of the walked,” she declared. farm was mostly forested, but despite this, the fam- profits earned from the vacation houses As to the future, Kauksi Motel plans PEIPSI ily father did not raise his hand against his forest. have been immediately reinvested in the to establish one more vacation house All the more, because when moving to Kauksi, the company. and a catering building, where people Talistu family intended to dealing with tourism, “For several years, we operated a could organise get-togethers. Construc- and who would want to come to vacation in the small eatery on the Peipsi beach, but we tion of the catering building would allow middle of a clearing. The idea to start dealing with will probably not do so next year, because stretching the season even a bit. Piret tourism came from Lake Peipsi, which is located our summer is so extremely changeable. does not want to expand the business too only a few kilometres from the farm. You order everything, and suddenly, the much, since this would assume the hir- Together with the Roost family, they estab- weather goes bad and there are no peo- ing of additional labour. However, Piret lished OÜ Kauksi Motel, and soon two vacation ple,” Piret provided an example of the does not wish to do so, since she feels houses, first a larger one, and a few years later, a fickleness of the weather. that the tourist business is such that the smaller one, were constructed on the land of the At the same time, this does not mean use of salaried help cannot be done suc- Paesaare Farm. Piret became the only salaried that people do not visit the vacation cessfully. At the same time, it is difficult employee of OÜ Kauksi Motel—the woman of the houses at other times of the year; they to deal with this enterprise without the house. “I do not belong to the management board, do, whereas Piret has noticed that those support of one’s family. “My family has although I perform all the everyday work here, and who visit in the summer do not visit in supported me a lot—both morally and I am the one who is primarily known in tourism the winter and vice versa. In answers to practically, without the support of one’s circles,” adds Piret laughing. “At the same time, questions about who are the most pleas- family, one cannot operate such a busi- thanks to co-operation with the Roost family we ant clients, Piret says after a moment’s ness,” Piret is certain. have had a good opportunity to solve the problems thought, “Russians from Russia are ex- we have encountered together, and good ideas and tremely agreeable people.” proposals are handy. The moral is that operating Although there are many lodging es- together is easier.” tablishments near Kauksi, Piret admits The company did not take a loan to establish that they do no have any direct competi- the vacation houses, which Piret thinks has made tion, since all the businesses in the area things simpler, because there has been less stress. are unique. Primarily people looking 18–19 Although during the five years that the Kauksi for peace and privacy end up with them. Sander Silm EVE STRAUSS31-32

hen UKU, the association system of “Wood production is also very de- The Strauss Company recently started EVE folk art artisans as such, collapsed, pendent on fashion,” Eve asserts. “There co-operating with a training program of the Strauss family had to start think- have been periods when everything had the West-Viru Employment Office. “The W ing about how to continue living. The to be white and clean—then we primari- goal is to train manpower for the com- STRAUSS father of the family had worked as the director of ly used birch. For the last three years, we pany,” says Eve Strauss and adds that the UKU Avinurme Department, and Eve Strauss, a have had a trend for alder. For instance, all the company’s employees have been mother of three children, had been the bookkeeper sauna pitchers, which we have always trained on the spot. for years. “We had to proceed from the understand- made from pine, have now switched to Six years ago, the locals had the idea AND ing that all five family members need work,” Eve alder. The newest product is a bottom- to create an association of Avinurme recalls. “We competed in the privatisation. Despite less sauna dipper, in which a plastic con- companies. Among other things, the great difficulties, we finally succeeded. We bought tainer can be placed. This is also more association, of which Eve is a found- THE the plant from the next owners.” durable.” ing member, organises keg fairs in Since the first names of all the family members Basically, made-to-order products Avinurme. “Many people don’t know start with the letter E, then the name of the public are produced by E. Strauss—the Inter- where Avinurme is located and that such WOOD limited company was named E. Strauss. Everyone net website works well. “We have had a place even exists in Estonia. Our goal is has their role in the company: the wife deals with two occasions when we had to produce to put Avinurme on the map somehow,” the paperwork; the production is managed by the brides’ flower baskets. Pet products and explains the organiser-broker of the fair. SHAVINGS husband; the daughter is the marketing director; specially sized laundry baskets are more Since many people have left Avinurme, and the younger son maintains the machinery. The usual,” declares Eve. then we wanted to entice them home for older son is a shareholder in the company, but cur- Since the company’s workshop is St. John’s Eve. The event was scheduled rently is not active in running it. Almost 30 arti- located in a residential area, then they to be close to the cemetery feast, so that COMPANY sans work in the handicraft workshop established cannot expand. However, Eve Strauss older people would also have something by the Strauss family in 1994 and in their home. plans to deal with the upkeep of the area to do. A church concert and exhibitions The product assortment is very wide—over 200 and to improve the working conditions. at the museum and cultural centre items: sauna products, juniper beer mugs, pots, The equipment also needs to be brought take place on the same day. Primarily, butter cups, small wooden items, and basketry, up to euro standards. There are lots of Avinurme production is introduced at also coloured items. In Eve Strauss’s opinion, the plans and activities. the fair. “This summer, we had a village most popular products are market and firewood Avinurme is located on the periph- house next to the main stage, where baskets. “At the same time, more sauna dippers are ery of East-Viru County and woodwork- every village introduced itself: someone sold. A little paradox.” ing has been a tradition in the area for a made butter, or baked pies, made sauna The company’s basic production is primarily long time. Currently about ten such en- whisks, or wove cloth, etc.” marketed in the neighbouring country of Finland. terprises exist in the area. Since the per- Products are also ordered from Sweden, Norway, centage of enterprise is quite high in the 20–21 Germany, and Japan. area, there is a serious labour shortage. Marika Kusnets TIINA KALDOJA31-32

he middle of the small borough of Veriora of Estonia, Finland, and Italy. There handed down by Tiina’s grandmother TIINA is crowned by a pink house with a man- was also a so-called food group within and the food is prepared just at home— sard attic, which looks more like an illus- the framework of the Materra project, from time to time, Tiina hurries to the T tration in an Astrid Lindgren book than a where the women of different countries kitchen from her office on the same floor, AND cafeteria. In Põlva County, however, few people do were trained on how to feed themselves to taste the food cooking in the pot. Tiina not know Tiina’s Kitchen that is located there. by attaching importance to national cui- emphasises that the key to their restau- Legends about Tiina’s Kitchen started spread- sine. Within the framework of the Ma- rant is a good cook, and this they have. ing in Põlva County a few years ago, when news terra project, Tiina also received 100,000 “I think what important for food is not THE about a great eatery in Veriora spread by word-of- kroons of support. the garnishes that one adds, but the soul mouth. Much time did not pass until people started Tiina Kaldoja: “In any case, they with which one put into it,” says Tiina. coming from Põlva and Räpina especially to have thought we were crazy, when we said we The food in her eatery undoubtedly has CAFE- lunch in Tiina’s Kitchen. wanted to start a restaurant in Veriora. this soul. The undisputed soul of Tiina’s Kitchen is the In the beginning we had no experience, The success of the restaurant was energetic Tiina Kaldoja, for whom the establish- only an idea based on delusions of own- helped by the fact the when Tiina came TERIA ment of Tiina’s Kitchen was not as self-evident ing an eatery.” on the market, Põlva County was lacking as one might assume. “You could stay, that I got “Actually I got my idea from Finland, its own representative restaurant, and bored with sitting at home with the children,” she where I saw a restaurant that was so the county government often brought its recalls. Since Tiina’s husband also lost his job at homey and sweet, and which was run by guests to Tiina’s Kitchen. the end of the 90s, then there was nothing else to an old couple,” she says. Tiina’s Kitchen Unfortunately, Tiina’s Kitchen was do then to offer work to herself. Tiina, who had is more like home than a restaurant. Just not able to fulfil the expectations of many a commercial education and experience, rented like at home, each piece of furniture and local people, who saw the new place pri- the former house of a linen trader in the heart of photo in Tiina Kaldoja’s eatery has it marily as a place to spend time in the Veriora from the Räpina Consumers’ Union, and own story, and they are not just pieces of evening. Moreover, this is one of the rea- opened her shop. In 2000, the Kaldojas succeeded old furniture that have been piled togeth- sons, why the majority of the clientele is in buying the house. er. In the 1950s and 60s, there was a fur- not locals, but people from farther areas. “In 2001, we took things in hand,” said Tiina, niture factory in Veriora that produced Although Tiina Kaldoja cannot phys- who says that the initial euphoria upon buying cupboards. The old buffet in the dining ically expand her enterprise, she has not the house quickly turned to depression. It turned room comes from this furniture factory, abandoned the idea of expanding her out that the house was rotten, and to top it off, the and it was produced by no one else then sphere of work. She already offers ca- house had to be raised about a half a meter. At the Tiina’s now deceased uncle. tering services in Tiina’s Kitchen, and same time, Tiina knew that a cafeteria had to be However, people from far off do not together with her family, also hopes to established on the second floor. visit Tiina’s Kitchen just because of the In 2000, Tiina had joined the Materra project, homey interior. The primary reason 22–23 which combined women living in the outskirts is the food, the recipes for which were Sander Silm MALL VESILOO31-32

or years, Mall Vesiloo, who worked for Turu 8, an entire half of a house. If the on the blocks that are left over from the MALL a long time as a bookkeeper in a private enterprise is already so large, then pro- framing material. The motto is—noth- company, entertained ideas of a boutique. duction has to be located there as well. ing is embellished. In order to achieve a F “How long am I going to slave for others, I’d At first, she tinkered at handicrafts at more suitable shade of colour, Mall has AND like to do something for myself,” she had thought. night. However, one can’t make it this soaked some frames in water with wool- Thought, and acted. In 2000, the shop space was way. Now, five women work at the shop len or cotton dye; even the handmade completed, which the enterprising woman had de- in the summer and three the rest of the nails dated back centuries are still in signed herself from the floor joists to the new ceil- year. Mall also handed the bookkeeping some of the frames. THE ing, not to mention the interior design and selec- over to her daughter-in-law. “Since I didn’t want to lose my cli- tion of merchandise. The boutique on Tartu Street On the spot, primarily home tex- ents, I reserved a small space in the new in Viljandi was one that invites every woman to tiles are produced: rag rugs, patchwork shop as a so-called “remembrance” of BOUTI- step in. For some time Mall was satisfied. quilts, pillowcases, hats, and bags made the former boutique,” said the shop own- But then one restless soul and constantly de- of linen fabric, pot warmers, aprons, and er. “This has remained as an additional veloping nature could not stand still. New ideas, potholders. service, which helps to pay the rent.” QUE visions, and plans kept developing. If some people The product selection continues to Therefore, at the Sõbranna Juures are happy just generating ideas, then Mall Vesiloo expand. Woollen plaids and scarves, as (At Your Girlfriend’s) handicraft shop, is made of different mettle—for her self-realiza- well as small woven cloths edged in lace which was completed in 2002, women’s tion is an indisputable component of realizing and embroidered tablecloths hand made lingerie, handbags, wallets, and jewel- an idea. Since the woman was herself an accom- by local older women. Linen and cotton lery are sold along side the items hand- plished artisan—she created patchwork quilts and bed linens and ceramics are purchased made of linen, wool, and wood. wove rag rugs—then she continued along these from the outside. Some antiques—cloth- As a decorating element, Mall lines. Why not make a handicraft shop where one ing chests and beds—are also sold. Made brought old furniture from home, and could buy only natural and genuine products. The items are made to order. painted the cupboards white, so that the Viljandi area has always been famous for its arti- Mall Vesiloo’s husband and son, who dark shell would not overwhelm the mer- sans. Handicrafts have been cultivated there for are both avid fishermen, helped her with chandise. The antique mirrors, in front centuries. the creation of a new item. Namely, on of which the customers can try on the In the Aitüma project, in which the woman one of their fishing trips, the men in her merchandise, come from the shop own- participated at the time, one had to make a busi- family found a dilapidated centuries-old er’s home. ness plan. Everything had to be put on paper. The log house. They brought home a small Viljandi is quite a small town, and effort had been made, why just leave it on paper. piece. Mall immediately found a use for therefore, Mall Vesiloo has to find differ- Mall started to plan the implementation of the the piece of wood ravaged by time—great ent means for marketing her merchan- plan. framing material, with which to frame dise. One such means is the website on The space on Tartu Street became too small, a piece of a patterned skirt or rag rug. 24–25 and so Mall Vesiloo rented a larger space at Väike Drawings and paintings can be made Marika Kusnets AIVI KULASALU31-32

wo years ago, Aivi Kulasalu, who lived in This is not just an empty phrase, Aivi county seat Valga. AIVI the village of Neeruti in the hills of Valga has decided not to increase her basic herd Yet despite this, Aivi is sure that rab- County, got herself together and went to too much, but rather to put an emphasis bit breeding is a very essential alterna- T attend courses in fur farming at the Türi on quality. Currently there are 21 basic tive economic activity in rural areas. AND Technical and Rural Economy School. The reason herd animals and 100 young animals on “Currently, if no one can any longer start for attending the school was simple: since Märdi her farm, there are six different breeds a grain-growing farm from scratch, then Farm, of which Aivi was the woman of the house, on her farm: Castor Rex, Chinchilla Rex, one can still establish a rabbit farm,” she deals with growing grain and pigs, then there is Blue Rex, Californian, Vienna Blue, and says. Although the expenses for establish- THE more time in the winter, and discussing the mat- Large Chinchilla. ing a farm may not be small, they cannot ter with her husband Anti, they decided they could If it seems that keeping rabbits is be compared to the purchase of a harvest- start dealing with fur farming. quite easy, than this is far from true. The er costing one and a half million kroons. RABBITS At first, they had to decide whether to start problems start with proper breeding ma- A rabbit farm also starts to pay off quite breeding chinchillas or rabbits. Here there was no terial, and in Estonia, it is not unusual quickly. According to the business plan particular problem, since according to Aivi; she that instead of a purebred animal worth that Aivi compiled, her farm started to did not feel any special “attraction” to chinchillas. a thousand kroons, one is sent a cross- break even in three to four years. The first animals for the Märdi Rabbit Farm were breed. “Some of our rabbit breeders To date, Aivi has had no problem in acquired from Denmark, and at the end of their first think too much about money,” she sadly marketing her skins or meat. The meat year of operation, the farm had about ten basic herd comments. has primarily been bought by friends animals. Since a large number of the animals were However, rabbit breeding does not and acquaintances, and Aivi has no fear brought from Denmark or Latvia before Estonia’s end with the acquisition of proper breed- that there might be a surplus of rabbit accession to the European Union, then Aivi still re- ing material. Quite the opposite, larger meat. Quite the opposite, rabbit meat is calls the unbelievable bureaucracy that accompa- worries are connected with merchandis- a Weight Watcher’s food, and since peo- nied bringing the animals across the border. “Now ing the animals. Although there is great ple are eating less chicken due to a fear things have become much simpler,” Aivi states as demand for rabbit meat, the Estonian of salmonella, this is an opportunity for one of the advantages of the European Union. rabbit farms offer such small quantities rabbit meat. Aivi put great emphasis on purebred animals that large wholesalers are not interested. Nevertheless, Aivi’s plans are not and the result was not long in coming. Last year, Aivi thought about establishing her own limited to the development of her rabbit the Estonian Fur Breeders’ Association organised slaughterhouse, but the requirements farm. Currently, Estonia has no certified a nationwide rabbit exhibition in Särevere, where were so absurd, the she gave up the idea. rabbit judges, and Aivi is acquiring this Aivi’s rabbit farm won the award for the best Currently, one can kill rabbits at home profession. In three to four years, Esto- farm. “I had no idea that I would win the best farm from November to April, and the meat nia should have its first judges, with Aivi award,” Aivi recalls the story from last year. “But, can be merchandised in one’s own coun- among them. I guess there are two sides to everything, and now ty. This also makes Aivi bitter, since it’s 26–27 I have to defend my title.” half the distance to Tartu as it is to her Sander Silm AIME GÜSSON31-32

ime Güsson helps lonely people find each just to talk.” ulty of the University. “In the beginning AIME other—for the fifth year, she runs the And so, the Reede service largely I started to deal with the single people Reede (Friday) lonely-hearts service. By deals with psychological work. The di- in my own circle of friends, and sev- A now, there are just under a thousand peo- rector of the lonely-hearts club does not eral couples developed. During the first AND ple in the database. After an appearance on Maire have the respective diploma, but one months, I worked mostly with a trial and Aunaste’s TV show “Meie” (Us), a visitors’ boom at cannot learn an ability to communi- error method.” the service developed. cate and compassion at a higher educa- However, it was most difficult for The customers are from all over Estonia, and tion school. Some people have just been Aime Güsson to submit the first ad to a THE abroad. The farthest from Laos. “A Finn found a given the ability from higher up. “Many newspaper—how could I, who has been woman in Northeast Estonia. They are going on a people have already spoken to psycholo- an important person; go to place an ad trip to Turkey soon,” states Aime, since she also gists before coming to my office. They for a lonely-hearts service in the news- LONELY- receives feedback. only listen, and do not advise, people paper. “I did not know how everything There are customers of all ages: at ages 25 to 35, have complained. Many are in such a would turn out. I felt very bad.” there are more men, at 50 and above, there are more bind, however, that they just don’t have However, when on the office’s open- HEARTS women. “The oldest to date, an 85-year-old man, enough money for this,” she says shar- ing day, also a Friday, the first customer who had been in two wars, buried his wife and son, ing her experiences. was a nice educated man; Aime under- and his neighbours had passed off, stepped in the The beginning was far from easy. Ten stood that things are not so bad. “The door, and asked if I have any potassium cyanide,” years ago, the woman, who worked as first couples started to develop quite SERVICE recalls Aime, who is always ready to listen. “Eve- the commercial director at Tartem, was soon. And then I could not discontinue. ryone wants someone to be interested in them, to suddenly fired after her second back op- So many hopes rested on me...” phone from time to time, to go out, communicate. eration. Having recovered from her dis- The grandmother who is bursting It’s a horrible feeling if no one needs you.” appointment, she started to think about with energy—Aime Güsson feels that An average of an hour is devoted to every cus- what to do in the future: what do I know, taking care of her grandchild is the tomer in the lonely-hearts service—a very com- what do I have money for? Others had most important work at this period in prehensive questionnaire must be filled out with also commented on the fact that Aime is her life—has enough desire and ardor information about oneself and one’s desired com- a good communicator. for other enterprises. Together with her panion. Thereafter, one can become familiar with “Just then an acquaintance was husband, she runs a transport company, the people in the database. overcome with personal problems. I for which Aime does the bookkeeping Aime Güsson has also dealt with one person for promised to go along to the lonely-hearts and organises all the documentation. four hours: listened to the person’s worries, given service in Tartu. But it turned out that Last year, the woman realised that advice, helped to restore a positive attitude toward the office is out of business. And so the she would like to create something and life, and helped to find new opportunities. “You idea was born,” said the woman who had cannot work on the conveyor method; you must be graduated from the Tallinn Light Indus- 28–29 prepared for each person. Sometimes people call try Technical School and Economic Fac- Marika Kusnets ANNELI KENK31-32

hree years ago, two women from Anu Pink handicraft teachers, and therefore know or small souvenirs for corporate gifts. ANNELI and Anneli Kenk succeeded in concluding the desires of the students and teach- Although some entrepreneurs may feel a transaction, which at first glance, may ers,” she notes. that this is useless nonsense, Anneli T seem a bit hazardous. Namely, they suc- At the time they published their first Kenk feels that a successful visual iden- AND ceeded in selling a girls’ handicraft textbook to textbook, the women had no entrepre- tity helps companies to better sell their schools, although they did not yet have the book; neurial experience, only ideas and lots products and services. and to order the print run, although they had no of initiative. Although, when the project The publisher does not complain money to pay for it. The risk succeeded and essen- succeeded, the women thought about about a lack of work. “We do not even SAARA- tially this was the first step toward the creation of starting a company. Together they wrote advertise much, but clients still arrive today’s Saarakiri OÜ. an application for start-up support to due to word-of-mouth stories,” Anneli Later, the managing director of Saarakiri OÜ, Enterprise Estonia, in order to purchase laughs. At the same time, she adds that KIRI Anneli Kenk, admitted that although the under- computers, software, and photo equip- due to the FEM project she has started taking may seem to be reckless to bystanders, they ment. EE satisfied their application, and to think more seriously about a network had planned everything quite carefully. “One of this put the wind in the sails of the small of female entrepreneurs. From their ac- the characteristics of female entrepreneurs is that company, since it would have been diffi- tions, it turns out that Saarakiri tries women do not date to take great risks, rather proc- cult to secure the necessary funds from order services from companies that are esses and business ideas are thought over care- their own resources. owned by women. “For instance, we or- fully,” she notes. Currently, the handicraft textbooks der translations from a company owned Anu Pink, who was an active handicraft and form one third of the company’s volume, by a woman, silk screen printing is done home economics teacher, noticed that the black and many handicraft sheets, patterns, and for us by a local female entrepreneur,” white handicraft textbook in use in the schools did postcards have been added. In the near Anneli stated as an example. not inspire children to make anything with their future, the entrepreneurial women are Anneli is connected to the FEM hands. Therefore, the idea to prepare the textbook planning to open a portal for schoolchil- project, which unites female entrepre- was born, which in addition to having excellent dren directed at healthy nutrition. Two- neurs in the Baltic Sea Region countries, content, would also look good. Since Anneli Kenk thirds of their work is however design by one more circumstance that is inter- is a designer, then not much more was needed for work. Anneli notes that using the word esting. Last autumn, the FEM project co-operation. publisher in their regard is a bit mislead- organised an international logo competi- “To date we have already published three ing. “On the one hand we publish books, tion, which Anneli won overwhelmingly. textbooks and the fourth is being printed,” says and on the other hand, we are a design Anneli’s eyes light up when speaking Anneli. “In addition to the handicraft textbooks, company, which primarily sells ideas,” about female enterprise. “I have started we also publish other study materials needed in she thinks. to appreciate female enterprise thanks handicraft and home economics classes—pattern In addition to schools, the main sheets, study schedule, and introductive materi- clients of Saarakiri OÜ are small com- 30–31 als for electives. We communicate frequently with panies, who order company graphics Sander Silm AN ENTERPRISING STRATEGY31-32 COUNTRY WOMAN

WHAT IS AN ENTERPRISING COUNTRY FEMALE ENTREPRENEURS WOMAN IN ESTONIA LIKE? HAVE NOW OWN STRATEGY Middle-aged, with vocational secondary or high- strategy for female enterprise this is sturdy, the house will also be sta- er education, married, with one or two children has been prepared within the ble, or we must have sturdy knowledge in the family. framework of the International about female entrepreneurship: in addi- Operates as a sole proprietor in the field of tour- A FEM project (meetings of fe- tion to gender-sensitive statistics about ism, agriculture, or handicrafts. male entrepreneurs in the Baltic Sea Re- business, we need research result on the gion), which is the basis for future devel- attitudes and opinions of female entre- The company is usually located at home or in its opment at the local and national level. preneurs themselves. vicinity. In order to make balanced decisions, it The foundation is followed by sepa- rate floors. We decided to build a three- Reasons for starting the business are mainly the is useful for those preparing and carrying story house. Potential female entrepre- desire for new experiences, to have one’s own job out entrepreneurial policies to know and neurs, who maybe have not even thought and income, and to combine work with family understand the nature of female enter- about become entrepreneurs, “live” on life. prise. The strategy is also necessary for the entrepreneurs themselves. On the one the first floor. They require knowledge The enterprise is financed mainly with personal hand, this provides a feeling of security— and support, in order to find the activ- savings; loans are procured from friends and my activities are supported and under- ity that interests them, and from this a family rather than from banks. stood and I know what is being offered. On sprout may grow, which can develop into the other hand, the strategy is an agree- a business idea. They also must under- Most are satisfied with their enterprises, in the ment of a kind between entrepreneurs stand that enterprise is a possibility for future they wish to add fields of activity and ex- and interest groups. The involvement everyone, that it is a lifestyle. pand their markets domestically and abroad. of entrepreneurs and representatives of The “residents” on the second floor— A great need for counselling and training, prima- state authority through surveys and dis- beginning female entrepreneurs have rily in the fields of legislation, project work, and cussions has provided necessary infor- already made it clear to themselves that finding contacts. mation for the preparation of the strategy. they will become entrepreneurs. They Heartfelt thanks to everyone who help in need encouragement and support, to take A great potential exists for the creation and the preparation of the strategy! their first steps on this road. development of enterprise, encouragement is Compiling a strategy is similar to The “inhabitants” on the third needed and support and incentive for co-opera- building a house. A house must become floor—developing female entrepreneurs tion. a good and beautiful home for its resi- who wish to expand or change the fields Source: Survey «Country Women’s Enterprise 2005» dents. Let’s start from the foundation; if of the company’s activity, who wish to re- RECOMMENDATIONS

fresh their activities, and are looking for new ENTREPRENEURIAL CULTURE challenges. For them, it is necessary to re-eval- A positive attitude of the public RECOMMENDATIONS OF ESTONIAN uate the direction of the activities, and they toward female entre- need encouragement and support to continue. preneurs, the apprecia- FEMALE ENTREPRENEURS FOR The roof is the last to be completed and it tion of small must be strong, so that rain cannot get in and businesses BEGINNERS the house would be comfortable for all its resi- In order to start dealing with “your and what my capabilities allow. dents. The roof is our entrepreneurial culture own things,” an incentive and im- or environment, which surrounds the female Do not distain free training from the pulse is needed. entrepreneur. The entrepreneurial environ- Employment Office. Everyone can ment must support enterprise or a positive FOLLOW UP You must have a germ of an idea, about find something suitable there. and favorable attitude toward female entrepre- Developing female entrepreneurs what you want to do, what you know. neurs must prevail, and small businesses as a Target group: developers and expanders The Employment Office provides whole must be appreciated, since the majority of businesses Learning is never superfluous. 20,000 kroons of start-up money just like that. If nothing else makes you of enterprises created by women are small. You must carefully plan the use of start thinking, then this should. The building materials, which we will use money; think everything through to build our house is the counseling, train- People generally fear change. In order START UP several times. ing, financing of female entrepreneurs, to start up something, one has to be Beginning female entrepreneurs You must consider trends and fash- as well as networking and co-operation or in a very bad situation: either unem- Target group: women with plans to start ions. activities that guarantee sustainable develop- ployed or without money. Only then businesses, ment for female enterprise. do people start to think about how to women who have just created businesses You must remain competitive, to be a step ahead of the others. survive. Some principles to follow that are our help- ers in building the house: WAKE UP You must know how to appreciate You have to believe that you will man- Co-operation – tolerance, involvement, con- Potential female entrepreneurs your work. age. People do generally manage— Target group: women who are unem- whether they are men or women. tacts, trust ployed or unhappy with their current More courage and initiative, less Openness – availability, flexibility, trustwor- If you do not know how to continue, jobs, mothers at home with children, whining and complaining. thiness, receptivity you can always ask for advice. How- young women studying in vocational or Activeness – quick action, implementation, During hard times, never forget that ever, you should ask for advice from higher education institutions improvement, development there is definitely a place somewhere the best experts, professionals. A Sustainability – long-term, effective, bal- for everyone. neighbour’s recommendations can be anced KNOWLEDGE ABOUT FEMALE There is plenty of work in Estonia, of little help. Proficiency – knowledge, experiences, skills, ENTREPRENEURSHIP dedication you just have to look around with Actually, everything is learnable. Research and statistics your eyes open: to see what is needed HOW ARE WE 31-32 DOING?

STORIES ABOUT ENTERPRISING ESTONIAN WOMEN