Unlocking International Success: Secrets of a Ukrainian Furniture Company
Episode 17. Start Global Insights – podcast for exporters.
In today’s globalized world, expanding a business internationally has become a strategic move for companies seeking growth and increased market share. One such company that has successfully ventured into the international arena is Tivoli, a Ukrainian furniture manufacturer. In this podcast episode, we will explore the secrets of Tivoli’s international expansion as shared by Yulia Lisovska, the company’s sales director, and delve into their journey of establishing a strong global presence.
Listen to the full episode at Spotify, Google and Apple Podcasts and YouTube.
Welcome to the Start Global Insights.
The business podcast for companies looking to expand globally.
On this show we interview experts from different countries to get insights about local business culture and help you to enter new global markets.
Let’s find together the answers to the questions:
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How to prepare your business for international trade?
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How to select proper focus markets?
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How to get market insights and research new markets?
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How to find proper local partner and start your sales?
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How to start cross-border trade?
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How to make your global trade consistent?
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And many others…
Expanding a business internationally is about more than just crossing borders, it’s about understanding people, cultures, and the mechanics of complex sales.
Start Global Insights, hosted by Dmytro Shvets, is a dedicated resource for entrepreneurs, sales leaders, and business owners looking to scale globally. We move beyond generic advice to provide practical, expert-led intelligence on how to successfully enter new international markets and build sustainable B2B sales operations.
How We Help You Grow
This podcast serves as a high-level learning tool, offering deep dives into the strategies required to sell complex products and services in a globalized economy. We feature a variety of formats designed for the lifelong learner:
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Local Market Blueprints: We decode the business landscape of specific regions, including Sweden, the Netherlands, Norway, Denmark, and many others, providing direct insights into local business etiquette, market structures, and entry roadmaps.
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The Story of One Exporter: We go behind the scenes with founders and CEOs who share the real-world trials, errors, and breakthroughs of their expansion journeys. These case studies provide a tactical look at how diverse businesses crack foreign markets.
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Strategic How-To Guides: Practical frameworks on the essentials of global trade, from choosing the right focus markets and conducting deep-dive research to international B2B lead generation and maximizing your ROI at trade shows.
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Thematic Deep Dives: Specialist episodes exploring the nuances of international business, including interest-based negotiation (utilizing Harvard methodologies), cross-functional team synchronization, and the “Anatomy of Trust” in intercultural partnerships.
Insights from Global Experts
Every episode features professionals who have been on the front lines of international expansion:
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Founders and CEOs of successfully globalized companies sharing their practical “on-the-ground” experience.
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Global Sales Executives from multinational firms like Cisco and LeanIX discussing complex sales cycles and partner channels.
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Academic Leaders and Specialists from institutions like Harvard and Stanford focusing on cross-cultural communication and negotiation.
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Trade Officials and Consultants who reveal how to utilize open data and public resources to accelerate market entry.
Start Global Insights is for the professional who values practical skill acquisition and a deeper understanding of the global buyer’s journey.
Join us and gain the expertise needed to scale your business with confidence.
Find the Start Global Insights on all major podcast platforms or on YouTube https://www.youtube.com/@start-global
Can the tradeshows be an effective tool for your international expansion?
Many would say – no. But it’s like in he old joke about pesto recipe “Your pesto recipe is bad, I did all what you wrote, but I didn’t have pine nuts, olive oil and basil, so I took peanuts, sunflower oil and parsley – nothing close to the real pesto souse” 😊
In this episode of the Start Global Insights I talk to Julia Lisovska, commercial director of the successful Ukrainian family-owned furniture producer Tivoli that exports to more than 24 countries of the world.
Julia is sharing their way of going globally and reveals the secrets of successful tradeshows participation.
We have discussed:
- How to use tradeshows and expos efficiently.
- Why export is inevitable if you would like to grow.
- How hard is to find clients abroad.
- Why long-term thinking is a must in international business.
- And much more.
If you want to hear more about finding your clients abroad, please, leave us your feedback on Apple podcast or write to the podcast@start-global.biz
Speakers LinkedIn Profiles:
Guest, Julia Lisovska https://www.linkedin.com/in/julia-lisovska-74893598/
Host, Dmytro Shvets https://www.linkedin.com/in/dshvets/
This podcast is made in a partnership with Do Business With Ukrainians, the platform of Ukrainian business teams you can work with now Work with verified teams.
Create your international expansion strategy with Start Global, your guide to foreign markets. https://www.start-global.biz/
Listen the Start Global Insights Podcast on all major podcast platforms and YouTube.
A Resilient Brand with a Strong Foundation
Tivoli, a family-run business, recognized the need to explore international markets due to the relatively small market size in Ukraine. Yulia explains that maintaining a consistent workload for their 200-person workforce was crucial. To achieve this, they focused on developing and producing competitive products at competitive prices. By understanding their target buyers and catering to their specific needs, Tivoli successfully positioned themselves as a manufacturer of high-quality chairs and tables.
Choosing the Right Markets
When it comes to international expansion, market selection is key. Yulia emphasizes the importance of thorough research and understanding the target market’s preferences and demands. Tivoli initially set their sights on the UK market due to its significant population, strong economy, and potential for both business and private consumers. With their models and wood choices aligning with British preferences, Tivoli sought suitable retailers and distributors to penetrate this lucrative market. This strategic approach allowed them to capitalize on the country’s demand for furniture, particularly in the contract market for restaurants, cafes, and hospitality businesses.
Building Strong Partnerships
Once Tivoli identified potential markets, they focused on building strong partnerships with wholesalers, retailers, and B2B companies in those regions. By attending international fairs and exhibitions, Tivoli not only showcased their products but also studied the market landscape, competitors, and pricing trends. Utilizing LinkedIn and Google, they effectively connected with potential buyers and initiated fruitful collaborations. Additionally, Tivoli emphasized the importance of networking and meeting face-to-face to understand market expectations and build trust with potential partners.
Tailoring Products to Meet Market Demands
Successful international expansion requires adapting products to meet the specific needs and preferences of the target market. Tivoli recognized that different regions may have unique tastes and requirements. Hence, they modified their product offerings accordingly. For instance, the UK market favored their beech wood furniture, prompting Tivoli to focus on promoting models made from this wood type. By tailoring their products to suit different markets, Tivoli ensured their offerings were well-received and met the expectations of consumers.
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Tivoli’s journey is an example of the opportunities and challenges involved in international expansion. Their success can be attributed to a combination of factors, including resilient brand values, thorough market research, strategic partnerships, and product adaptation. By following their footsteps, other businesses can learn valuable lessons on how to navigate the complexities of global markets. As Tivoli continues to expand its global reach, it serves as an inspiration for aspiring entrepreneurs aiming to build a reputable brand and thrive in the international business landscape.
