Tartu's Bright Minds: Exploring the Entrepreneurial Spirit in Estonia’s Startup Capital
It’s no secret that Tartu is bursting with entrepreneurial people! Ahead of sTARTUp Day, we managed to catch four of them – Robin Saluoks, Sandra-Merys Tasa, Karl Pajussaar, and Getter Madison – to take a closer look at how their entrepreneurial journeys began and why Tartu is such a great place to operate.
How did your entrepreneurial journey begin? How did your entrepreneurial spirit develop?
Robin Saluoks: My entrepreneurial journey began at Hugo Treffner Gymnasium, when I founded the student company "Kolm Põrsakest," offering science theater performances. This experience gave me a positive feeling that entrepreneurship could solve real-life problems. Later, in 2016, my farmer father needed a new program to help manage our farm better. That’s when it became clear that this could grow into a completely new company.
Sandra-Merys Tasa: My entrepreneurial journey began with a great passion for skateboarding and social media. I quickly realized that the Estonian skateboarding community was small, and there were not enough parks to ride in. So, I decided to start posting videos of my life and adventures on social media, while also showcasing skateboarding, to generate more interest in extreme sports.
At the same time, my friend Liidia Maier and I started working towards a common goal of creating better opportunities for skateboarders in Estonia. Today, we have established the largest skate park in the Baltics and the first indoor extreme sports hall in Tartu. We still have a long journey ahead, but I believe that big things start with small steps.
Karl Pajussaar: I’ve wanted to be an entrepreneur since I was a child. I’ve always been active, initiative-driven, and somewhat of a dreamer. However, the real push to start my own business came from a very simple need to create a stable job for myself, as the hospitality industry was going through a tough time during Covid, and there was little job security. The way my small venture has grown to what it is today makes me grateful and happy every day.
Getter Madison: I feel that the entrepreneurial spirit has always been with me. My current entrepreneurial journey began on Instagram, where I started managing my food-themed account. The first products, like bacon ice cream and cinnamon rolls, quickly became popular, and this forced me to move out of my home kitchen and eventually open my own café.
Why is Tartu a good place to do business? Why is it good to be entrepreneurial in Tartu?
Robin Saluoks: Tartu is a small city where it feels like everything is available. I’ve been to other cities with around 100,000 inhabitants, but none of them give the same feeling as Tartu. We have many talented people, and it’s easy to get in touch with them. Additionally, there is now a good flight connection to Helsinki, which makes Tartu better connected to the world.
Sandra-Merys Tasa: The pace of life in Tartu is calm, yet supportive and inspiring. I like that there are many universities here that support both startups and driven young people.
Karl Pajussaar: Tartu is an ideal place for entrepreneurship thanks to its community. The city is large enough for a business to start growing, and small enough to maintain unity, care, and humanity. At some point in my life, I felt the desire to contribute to the development of my hometown through my work, and this desire keeps me here!
Getter Madison: The vibe of Tartu is close to my heart, and there is always room for new ideas. I know the people here well, and because of that, it’s great to engage in entrepreneurship here.
What practical advice would you give to someone starting a business?
Robin Saluoks: Focus on a few key problems and find your niche within the topic that allows you to stand out. When a business has something special and important to offer, sales will also flow much more easily.
Sandra-Merys Tasa: It’s always easier together than alone. At least that’s how it seems to me – struggling alone, some ideas can become so overwhelming that they never turn into something real. Also, write down your goals and mission, and keep them close. This way, you’ll always remember what needs to be done.
Karl Pajussaar: It’s important to find the balance between what you want to do and what the customer expects. There have been times when I’ve created a product with great effort that is cool, but it doesn’t resonate with the right number of people. It’s worth getting to know your customer, and that learning process lasts a lifetime. It’s important to experiment, make mistakes, and analyze to create the right product.
Getter Madison: You have to consider that pressure is constant, and stress is high, but the opportunities are endless.
Robin Saluoks: My entrepreneurial journey began at Hugo Treffner Gymnasium, when I founded the student company "Kolm Põrsakest," offering science theater performances. This experience gave me a positive feeling that entrepreneurship could solve real-life problems. Later, in 2016, my farmer father needed a new program to help manage our farm better. That’s when it became clear that this could grow into a completely new company.
Sandra-Merys Tasa: My entrepreneurial journey began with a great passion for skateboarding and social media. I quickly realized that the Estonian skateboarding community was small, and there were not enough parks to ride in. So, I decided to start posting videos of my life and adventures on social media, while also showcasing skateboarding, to generate more interest in extreme sports.
At the same time, my friend Liidia Maier and I started working towards a common goal of creating better opportunities for skateboarders in Estonia. Today, we have established the largest skate park in the Baltics and the first indoor extreme sports hall in Tartu. We still have a long journey ahead, but I believe that big things start with small steps.
Karl Pajussaar: I’ve wanted to be an entrepreneur since I was a child. I’ve always been active, initiative-driven, and somewhat of a dreamer. However, the real push to start my own business came from a very simple need to create a stable job for myself, as the hospitality industry was going through a tough time during Covid, and there was little job security. The way my small venture has grown to what it is today makes me grateful and happy every day.
Getter Madison: I feel that the entrepreneurial spirit has always been with me. My current entrepreneurial journey began on Instagram, where I started managing my food-themed account. The first products, like bacon ice cream and cinnamon rolls, quickly became popular, and this forced me to move out of my home kitchen and eventually open my own café.
Why is Tartu a good place to do business? Why is it good to be entrepreneurial in Tartu?
Robin Saluoks: Tartu is a small city where it feels like everything is available. I’ve been to other cities with around 100,000 inhabitants, but none of them give the same feeling as Tartu. We have many talented people, and it’s easy to get in touch with them. Additionally, there is now a good flight connection to Helsinki, which makes Tartu better connected to the world.
Sandra-Merys Tasa: The pace of life in Tartu is calm, yet supportive and inspiring. I like that there are many universities here that support both startups and driven young people.
Karl Pajussaar: Tartu is an ideal place for entrepreneurship thanks to its community. The city is large enough for a business to start growing, and small enough to maintain unity, care, and humanity. At some point in my life, I felt the desire to contribute to the development of my hometown through my work, and this desire keeps me here!
Getter Madison: The vibe of Tartu is close to my heart, and there is always room for new ideas. I know the people here well, and because of that, it’s great to engage in entrepreneurship here.
What practical advice would you give to someone starting a business?
Robin Saluoks: Focus on a few key problems and find your niche within the topic that allows you to stand out. When a business has something special and important to offer, sales will also flow much more easily.
Sandra-Merys Tasa: It’s always easier together than alone. At least that’s how it seems to me – struggling alone, some ideas can become so overwhelming that they never turn into something real. Also, write down your goals and mission, and keep them close. This way, you’ll always remember what needs to be done.
Karl Pajussaar: It’s important to find the balance between what you want to do and what the customer expects. There have been times when I’ve created a product with great effort that is cool, but it doesn’t resonate with the right number of people. It’s worth getting to know your customer, and that learning process lasts a lifetime. It’s important to experiment, make mistakes, and analyze to create the right product.
Getter Madison: You have to consider that pressure is constant, and stress is high, but the opportunities are endless.
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