Business expansion into European markets — what is urgently required from the state

For Ukrainian business, 2023 is no longer the beginning of a crisis, but a period of a stable protracted war. Ukrainians stopped buying canned goods, power banks and medicines for all eventualities. Now entrepreneurs have to work more systematically: an extreme situation has turned into a stable and quite exhausting reality. And since the economic resource and the resource of new opportunities in Ukraine are limited, their deficit can be evened out by access to European markets and the United States.

Europe understood: in the realities of war, Ukrainians are able to quickly find and test emergency solutions that provide security and optimize everyday life. For example, Ukrainians repurposed civilian items for military needs, or strengthened the vectors of online retail and delivery. Now is the time for maximum monetization of the brand of Ukraine: a state with creative business opportunities. Europeans are tired of pitying Ukrainians, and are ready to look at Ukraine as a nation of truly indomitable people. And the business itself is ready to teach Europe how to optimize business processes and rank risks.

For example, Helsi as a medical provider periodically receives requests from Switzerland, Moldova, Poland and Bulgaria. Ukrainians "brought" there their experience of using medicine, and participants in the medical industry of these countries are interested: how can our HealthTech model be implemented on their territory? For conservative Europe, Ukraine's experience may not be 100% relevant, but it is interesting as a phenomenon to study.