The short answer: the Baltics are small, digital and well connected, so introductions travel fast. In Latvia, Lithuania and Estonia decision-makers are often only a couple of introductions apart. A local person who knows them is usually the quickest way in.
The three countries are different markets. Estonia is highly digital and startup-heavy, Lithuania has a strong fintech and tech services scene, and Latvia has a concentrated corporate and public sector in Riga. Languages differ too: Latvian, Lithuanian and Estonian, with English and Russian widely used in business.
Use the Baltics as a test market. Their size makes them a good place to prove a product in the EU before larger markets, with short decision chains and quick feedback.
A simple route in:
- Start with one country, usually where you have a first contact.
- Build a list of named decision-makers, not just companies.
- Get introduced through local networks and industry associations.
- Offer a small pilot to win the first local reference.
- Expand to the neighbouring countries with that reference.
Tech Sales House's founder was born and raised in Latvia. The 90-day Latvia & Baltics Door-Opener starts from Latvia, with Lithuania and Estonia optional. Pilots start from €1,500.
Frequently asked questions
For a first pilot, yes, if they start where their network is strongest and expand from there. The countries are close geographically but culturally and linguistically distinct.
On its own it is small, but it is a fast way to win EU references with short decision chains, which helps in larger European markets.
Latvia & Baltics Door-Opener
Introductions to decision-makers in Latvia and beyond, from someone born and raised there.
See the Baltics pilot→