Goal

The project aims to enhance sustainability, productivity, and competitiveness in businesses and industries in Lapland by strengthening marketing and sales expertise. At the same time, the project seeks to improve the skills of small entrepreneurs, who often have lower educational backgrounds and rarely participate in similar development initiatives (see also: project preparation), thereby supporting employment opportunities and adaptability during potential changes in work conditions. Notable characteristics of Lapland include the strong influence of the tourism industry and the seasonal variations it brings. However, there are many opportunities and potential outside tourism, which are crucial to developing in order to maintain and enhance the region’s vitality.

OBJECTIVES OF THE PROJECT:

  • Design and implement a ‘Sustainability and Productivity in Working Life through Marketing and Sales competencies’ development program for small businesses in Lapland.The program will consist of accessible training modules and business coaching, allowing for the integration of specific skill needs.

  • Develop the marketing, sales, and leadership skills of 30 small businesses in Lapland (with 80 individual participants), using methods that focus on sustainability, service and experience design, and storytelling that aligns with Lapland’s unique features.

  • Create micro-learning modules from the training program that will remain available for businesses even after the project concludes. Additionally, produce materials to support marketing and sales expertise, which can be utilized by businesses, educational organizations, and business developers.

  • Enhance the sustainable competitiveness of businesses and industries in Lapland by fostering new business opportunities, strengthening the regional business culture, and promoting collaboration among stakeholders from the perspective of lifelong learning.

    • FUTURE COMPETENCIES IN SALES AND LEADERSHIP:

    Sales and leadership skills will evolve in parallel with developments in business and society. The training program will consist of modular themes, each broken down into micro-modules or micro-learning units, such as podcasts or videos. These micro-learning resources will be made available on a chosen open learning platform after the project concludes. The blended implementation of the program ensures continuous learning opportunities for businesses, supporting the flexible lifelong learning needs of Lapland’s companies. This innovative approach enables participation tailored to business needs and considers different learning styles.

    EMPHASIZED COMPETENCIES BASED ON CURRENT NEEDS OF ENTREPRENEURS IN LAPLAND:
    • Digital skills: Utilizing digital tools and technology effectively.
    • Adaptability to change: Helping businesses quickly adapt to changes through learning and flexibility.
    • Customer-centricity: Understanding and addressing customer needs effectively.
    • Teamwork: Seamless collaboration among various stakeholders to share knowledge and ideas.
    • Leadership: Successful sellers and leaders excel at networking, motivating, and leading teams.
    • Analytics: Sellers and leaders require skills in data analysis and utilization.
    POST-PROJECT EVALUATION:

    At the end of the project, the impacts of the implemented development program on the sales expertise and growth of businesses and participants will be assessed.

    Results

  • A development program for marketing and sales competencies will be designed and implemented for small businesses in Lapland to enhance sustainability and effectiveness. The program will include accessible training modules and business coaching, allowing for the integration of specific skill needs.
  • The program will improve the marketing, sales, and leadership capabilities of 30 small businesses in Lapland (with 80 individual participants), as well as incorporate sustainability into marketing through methods such as rapidly adaptable service and experience design and storytelling.
  • Micro-learning modules will be produced as part of the program’s training component, which will remain available for businesses after the project concludes. Additionally, an outcome will be developed to support sales expertise, benefiting businesses, educational institutions, and business developers.
  • The project will increase the competitiveness of Lapland’s businesses and industries and enhance their capacity to create new business opportunities by fostering skill development.
    • It will also strengthen the regional business culture and promote collaboration among stakeholders from the perspective of lifelong learning. Through these efforts, the project will facilitate collaboration between training providers and employers/entrepreneurs and improve the match between skills supply and demand. It will promote professional mobility by providing businesses with opportunities to grow, expand operations, and improve profitability.