Creative entrepreneurship programme helps 22 creatives turn ideas into businesses

Twenty-two creative professionals from across Estonia have completed the SÄDE entrepreneurship development programme at CAMP, the Creative Entrepreneurship Centre of the University of Tartu Viljandi Culture Academy. During the five-month programme, participants developed their business ideas with the guidance of experienced mentors and industry experts.

The group included students and alumni of the Estonian Academy of Music and Theatre, the University of Tartu Viljandi Culture Academy, Pallas University of Applied Sciences and the Estonian Academy of Arts, as well as creative practitioners working in a wide range of fields. Their projects ranged from outdoor equipment and textile design to fire performance, art therapy and the preservation of Estonia's sauna culture.

The programme was led by mentors Kait Lukka and Martin Bristol, with contributions from the branding agency Optimist Creative and trainers Mari Arnover and Marju Sokman.

According to Greete Paaskivi, Programme Manager at CAMP, many creative professionals have the ideas and expertise needed to succeed but lack the structure, support and confidence to take the next step.

"SÄDE combines mentoring, practical training and a supportive community of creative professionals. Participation is free of charge, allowing participants to focus on developing their ideas. The programme has already resulted in new businesses, first sales and clear action plans for future growth. Interest was high, with 73 applications submitted for this year's programme."

Among the participants was Kristjan Rohtla, who developed his outdoor equipment brand, Snek.

"I immediately felt at home because everyone was at a similar stage of their entrepreneurial journey. We realised we were facing many of the same challenges, and it was inspiring to learn from mentors who had already gone through the process themselves. Their experience will help me avoid some common mistakes as I build my business."

Another participant, Krista Palm, worked with mentors to develop a new performance for her fire dance school, Artistic Flow Studio. The production will premiere on 21 June, the summer solstice.

"The SÄDE programme gave me the confidence and support to turn this production into reality," said Palm.

Ott Karulin, Director of the University of Tartu Viljandi Culture Academy, said the programme reflects the academy's growing role as Estonia's leading centre of expertise in creative entrepreneurship.

"At the Culture Academy, we have built strong expertise in combining creativity with entrepreneurship. Through CAMP, we offer creative professionals the opportunity to develop entrepreneurial skills, learn from experienced practitioners and transform their ideas into sustainable businesses."

CAMP opened in Viljandi in 2025 and was recognised as Viljandi's Entrepreneurship Promoter of the Year the same year. The next SÄDE entrepreneurship development programme will begin in February 2027.