FunkOn Seeks Growth in Sweden
The roots of FunkOn Oy go back over a decade, when a group of subcultural influencers working with graffiti and street art joined forces. Today, FunkOn is a pioneer of mural marketing in Finland and, under the leadership of its founder Aarni Somerharju, is also seeking growth in international markets. Through the Excel in Export programme, the company selected Sweden and the Scandinavian market as its target area, with a practical focus on Sweden.
Especially the Stockholm region is not only a potential target market for us, but it also offers a great deal of new learning. Commercial mural advertising has been practiced in Sweden longer than in Finland, and for example, business models are more established there than here,” says Somerharju.
What is mural marketing?
Murals are large-scale wall paintings typically created in public spaces, such as building facades or urban environments.
“Advertising is increasingly digital, even in outdoor spaces, but we have identified the power of imagery created through traditional means,” says Somerharju, continuing: “A massive mural on the wall of an urban building gives a company visibility that leaves a strong impression on viewers and strengthens brand perception in a completely different way than many other forms of advertising. A mural advertisement can work on its own or as part of a company’s broader marketing mix.”
Developing export readiness
Somerharju has had positive experiences with the Excel in Export coaching programme. The training began with the Export Analysis module, in which the entrepreneur assessed their current international business capabilities, export goals, and selected a target market from eight available options.
After completing the free Analysis module at the Uusimaa Economic Development Centre, FunkOn continued to the Export Journey module, where collaboration began with export professionals from Y4Works, a partner of the centre.
During eight hours of joint work, a tailored internationalisation plan for the Swedish market was developed for FunkOn together with the coach. In addition, the entrepreneur’s own skills and development needs were reviewed, such as improving business English, identifying financial risks, and understanding contract law.
The export coach as a sparring partner and companion
FunkOn continues through all three stages of the Excel in Export programme. In the Export Coaching module, the entrepreneur rolls up their sleeves and starts implementing practical measures according to the earlier plan, supported by a familiar coach.
“We have met regularly with the coach about every other week. Although the coach does not carry out operational tasks within our company, the professional sparring has been extremely valuable,” says Somerharju. Things do not always go according to the original plan, so these discussions have been beneficial for a micro-entrepreneur.
Somerharju has also had access to Y4Works’ AI-based tool, suunta.ai. With it, the entrepreneur has been able to independently develop alternative plans and performance targets, which have then been reviewed together with the coach. “This has saved a huge amount of everyone’s time,” Somerharju notes.
“The Excel in Export programme has given us new perspectives on market opportunities and risks. As an entrepreneur, you often have to think things through alone, so external sparring with other professionals is never wasted. Ultimately, it all comes down to whether you truly dare to act on new perspectives.
For us, the programme has been an important step in internationalisation, but at the same time it has strengthened our work in the domestic market as well. Everything affects everything. I can warmly recommend the programme especially to micro-enterprises that have a vision for internationalisation but do not yet have a fully clear picture of how and where to start. There are many ways forward—this is one of them.”
– Aarni Somerharju, CEO of FunkOn
FunkOn Oy is a Helsinki-based company specializing in mural marketing, making brands visible in urban spaces. FunkOn designs and executes impactful advertising murals in Finland and internationally.
In addition to commercial projects, FunkOn works with public sector actors and communities. The FunkOn team combines expertise in art and social services to create inclusive art projects and activities, especially with young people.
More information: www.funkon.fi
The Excel in Export coaching programme is part of the “Vientikunto – Osaamisella maailmalle ” project by the Uusimaa Economic Development Centre. The project is funded by the European Social Fund (ESR+).