INTERVIEW | Kristel Oitmaa now leads EIS’s Brussels office. How does she help Estonian companies make better use of European opportunities?
Kristel Oitmaa, the new head of Enterprise Estonia’s (EIS) Brussels office, helps Estonian companies better understand and use opportunities related to EU research and development — whether it is funding, strategic information, international cooperation, or access to key networks. In this interview, Kristel explains what the Brussels office actually does, what her role involves, and what Estonian companies can do to become more visible at the European level.
While EIS export advisors focus on market entry, Kristel supports Estonian companies in navigating the European strategic landscape. She helps them use European opportunities in a more informed and effective way, ensuring they are aware of emerging EU priorities, funding opportunities, and partnerships — and able to turn these into real advantages.
Kristel, you are now heading the EIS Brussels office – what does this role involve on a daily basis? What do you actually do there?
I joined EIS at the beginning of April and work as the head of the Brussels office, collaborating daily with colleagues from the Research, Development and Innovation (RDI) department as well as the wider Estonian business ecosystem.
My main goal is to help Estonian companies — especially startups, scale-ups and science-based companies — make the most of EU research and development opportunities, whether through funding, cooperation, strategic information or contacts. My daily work includes being actively present in Brussels: meeting with the European Commission, cooperation networks and representatives of other Member States, organising events and meetings, maintaining constant communication with partners in Estonia, and identifying trends and opportunities relevant to companies at an early stage.
In simple terms – how does your role differ from that of EIS export advisors?
While export advisors support companies in entering and expanding in specific markets, my focus is on the European-level political and strategic environment, where regulations and funding opportunities are shaped.
My work centres on helping Estonian companies understand early on which EU support mechanisms are most relevant to them and which regulatory developments may affect their activities. A key part of my role is also identifying and engaging strategic partners, based on an existing and continuously evolving network of contacts in Brussels. This is particularly important in the R&D context, where success depends on early positioning and understanding how EU funding works.
Given the complexity and scale of EU programmes and regulations, close cooperation with diplomats at the Permanent Representation of Estonia, the Estonian Research Council, and other partners is essential. The aim is to operate as a coordinated team in Brussels to strengthen Estonia’s research and innovation capacity and support the uptake of innovation in society.
I work to ensure that Estonian companies make greater use of EU funding, international expertise and cooperation networks, and align their activities with European priorities. In many cases, my role begins before market entry or project launch — by creating the conditions for developing ideas, products and services and scaling them successfully at the European level.
Why is it important for EIS to have a presence in Brussels? What value does it bring to Estonian companies?
Brussels is not just the capital of Belgium — it is one of Europe’s key decision-making and cooperation centres. It hosts the main EU institutions, including the European Commission and the Council of the European Union, as well as NATO, embassies, and thousands of international organisations and networks.
This is where EU priorities, regulations and funding decisions are shaped. Many European industry, technology, sustainability and policy organisations are also based there to stay close to decision-making.
Having a local presence allows EIS — and through it Estonian companies — to be more directly involved and better informed. It enables us to provide timely, relevant insights and helps companies position themselves strategically within European opportunities. Just as importantly, it allows us to represent Estonian business interests already at the stage when policies and programmes are being shaped.
The EIS Brussels office operates alongside Estonia’s Permanent Representation to the EU, and close cooperation with diplomats, the Estonian Research Council and other partners creates a strong platform to support Estonia’s innovation and business development at the European level.
You closely follow European Commission initiatives and funding opportunities – how does this information reach Estonian companies, and what can they actually do with it?
One of my key tasks is to translate developments in the European research and innovation ecosystem — initiatives, programmes and funding opportunities — into something meaningful for Estonian companies.
This means turning complex policy information into practical insights: what topics are emerging, what challenges funding is targeting, and how companies can prepare their ideas and projects in advance.
An important part of my work is identifying early signals and structuring them in a way that supports informed decision-making and strategic planning. I also help companies find the right contacts and cooperation opportunities at the European level.
In cooperation with EIS colleagues, this knowledge reaches companies through advisory services, events, targeted communication and individual consultations.
In practice, this is not just about sharing information, but about supporting companies across the full value chain — from idea development to funding and international partnerships. We are already actively working with key EU instruments such as EIC, EIE and IPCEI, and will continue to systematically develop the use of these and other opportunities.
If an Estonian company is considering EU projects or funding programmes, where should they start and how can you help?
The first step is to clearly define the company’s focus — what problem it is solving, what value it offers, and how it aligns with European priorities. Participation in EU programmes requires not only a strong idea but also strategic alignment, readiness for cooperation, and understanding of funding logic.
My role is to help companies navigate different programmes, identify suitable funding instruments, assess timing, and connect with the right partners and networks. I also help clarify expectations and assess whether and when it makes sense to move forward with a project. In practice, success often depends on early positioning — being involved when topics are shaped, building the right contacts, and being active in international networks.
As Seneca said: “Fortuna fortes adiuvat” — fortune favours the prepared. Success is not just about having a good idea, but also about preparation, timing, and being present in the right networks at the right time.
In which areas do you currently see the most opportunities for Estonian companies in Europe?
The greatest opportunities lie at the intersection of innovation, sustainability and digital technologies — particularly in deep tech, green technologies, health and biotech, and data-driven solutions. The EU is increasingly focused on practical, scalable solutions that support competitiveness and resilience. This means preference is given to solutions with clear application potential, measurable impact and cross-border scalability.
Companies that can link technological innovation with real market needs and European strategic priorities are in a particularly strong position.
Part of your role is also building relationships – how do the “right doors” open in Brussels?
In Brussels, consistency, trust and presence matter. Partnerships are built through relationships over time. My role is to help Estonian companies navigate this environment, find the right contacts and understand how networks work. It is also about guiding companies into the right discussions and cooperation formats at the right time — whether consortia, working groups or policy discussions. The goal is for Estonian companies not just to participate, but to be visible and valued partners.
If an Estonian company should take one practical step to become more visible in Brussels, what would it be?
Start early. Not when a call opens, but before. This means mapping relevant programmes and partners early, participating in networks and being visible in discussions where future priorities are shaped. EU funding is designed to address European-level challenges, so success depends on aligning your solution with broader EU goals. It is not only about the quality of the idea, but also visibility, timing and strategic fit.
Finally – what is your professional background?
I have extensive experience advising companies on both national and international R&D funding applications. I have worked at the Estonian Employers’ Confederation, as a diplomat in London, and at the Estonian Research Council’s Brussels office.
This experience has given me a strong understanding of Brussels’ decision-making processes, networks and how opportunities emerge.
For me, it is important to contribute to Estonia’s development and help companies make better use of international opportunities. My work focuses on helping Estonian companies be present in the right networks at the right time — to bring more cooperation, visibility and funding to Estonia.
You can contact Kristel using the details below:
Kristel Oitmaa
Head of EIS Brussels Office
+372 5228 877