Digitalization has transformed the foundations of commerce, making buying and selling independent of time and place. Online stores, mobile applications, and financial services such as Wolt and Klarna have made consumption easier and faster than ever. This shift offers new opportunities for both consumers and entrepreneurs, while also challenging us to consider the environmental and sustainability impacts of consumption. As the significance of location decreases, new doors open for those traditionally operating in more remote areas – such as the countryside.
Platform Economy and Rural Opportunities
Although the platform economy, like Wolt, requires a large user base and does not work well in rural areas, digitalization still offers opportunities. Through e-commerce, anyone can sell products or offer services, for example, via an online booking calendar.
Selling Second-Hand Items is a growing trend
The sale of used and repaired goods is a growing trend, reflecting consumers’ increased environmental awareness. Social media marketplaces and apps like Vinted make recycling easy and attractive, while curbing unnecessary consumption of new products.
Digital Opportunities for Rural Entrepreneurship
Digital tools help rural entrepreneurs expand their customer base and leverage local strengths, such as craftsmanship and natural authenticity. Social media, videos, and podcasts can turn expertise into a livelihood.
Everyday Rural Life Attracts an Audience
Rural life fascinates the wider public as well. For example, YLE’s series Tubettavat konemiehet (YouTubing Machine Operators) follows the lives of men in rural Northern Savonia, attracting large following on YouTube.
In Northern Central Finland, entrepreneurship combines craftsmanship, responsibility, and local values. For instance, Anu Tsupukka from Saarijärvi (Anituulia) uses her skills in sewing, repairs, and renovations. She works flexibly on small projects and is especially approachable for female customers. On Instagram, she shares her daily life with hundreds of followers.
Meanwhile, Kyläsuutari Hanna emphasizes the importance of repair over replacement. She has developed a drop-off point service in Äänekoski, Karstula, and Saarijärvi, where customers can deliver broken items and pick them up repaired – responsibly and conveniently.
Janne Taavitsainen from Karstula produces lead-free fishing lures under the Surnui Uistin brand, made from biocomposite materials. Thanks to his online store and active social media presence, his products are now sold abroad.
Maarit and Markus Muhonen’s LähiKontti combines a shop, restaurant, and wellness services in the center of Karstula. Their operations are based on locality and community – offering, among other things, meat products from their own farm. The Muhosens aim to keep the countryside vibrant and pass on knowledge to future generations.
The Koto Hotel in Pihtipudas reflects strong local pride and a commitment to responsibility. The hotel favors local suppliers and makes environmentally sustainable choices that matter now and in the future. Koto Hotel participates in the Green Key and Sustainable Travel Finland programs, which support its sustainability work and the development of sustainable tourism.
Interested in Selling Your Skills and Becoming an Entrepreneur?
Northern Central Finland offers plenty of support for starting a business. The Sisu Business project organizes workshops and training sessions exploring rural entrepreneurship opportunities and new business models. The local companies mentioned in this article have participated in these events – providing inspiration for those interested in entrepreneurship.
In autumn 2025, the Sisu Business project will offer a free “Path to Entrepreneurship” training program, starting in September in Äänekoski. More information is available at:
Free “Path to Entrepreneurship” training program begins in September in Äänekoski – Central Finland Leader Groups.
These sessions are open to anyone interested in entrepreneurship in Northern Central Finland.
Municipalities provide free business advisory services, and the Entrepreneurship Vocational Qualification offered by the Northern Central Finland Vocational College (POKE) can also be studied flexibly online. For more information, visit the websites of Leader Viisari, your local municipality, and POKE.
Authors:
Mikko Pirttimäki, Ulla Martinmäki, Tiina Kuisma
POKE (Pohjoisen Keski-Suomen ammattiopisto)
The Sisu Business project is co-funded by the European Union through the Centre for Economic Development, Transport and the Environment of Central Finland.
