Jouni Porokka returned to his roots as an entrepreneur

Jouni Porokka, a pioneer in timber crane sales, will return to become an entrepreneur with Porokka Invest Oy, which mainly focuses on used equipment sales. And the shop is in a familiar place: Salpakatu 12 in Joensuu.

Porokka, who has been involved in crane trading since 1981, has been an entrepreneur since 1993 until 2014, when Porokka Forest Oy was sold to Närhi Oy. Jouni worked as a salesman in Närhi until the end of last year.
- As part of the acquisition, we agreed to continue working for Närhi until the end of 2016. Time went by quickly and now it's time to go back to being an entrepreneur, maybe even calm down, as the retirement age will be full in May, says Jouni Porokka.

The co-operation with Närhi Oy continues really thingt.
- We mainly focus on the trade of used timber transport equipment and work closely with Närhi eg. in spare parts. We get used timber cranes, trailers, and we also have some used trucks so we can offer ensamble sets. However, the emphasis is heavily on cranes and trailers. There is also a comprehensive selection of crane demolition parts.

Porokka Invest Oy has been in business for a year and a half and Jouni has run it alongside his normal job. The beginning has been promising.
- Of course, a long experience in the field helps, because we also have the expertise in used equipment. We have got a good start, the machines are moving well and in our yard is enough for sale.

Porokka rely on the traditional style of marketing.
- We have been able to raise our sales to a good level with print media advertising alone. Professionals in the industry continue to read the magazines heavily and trade through them. Early this year, we will also open websites to support both domestic trade and export, but we do not intend to reduce print advertising - rather, increase it, says Porokka.

The familiar address in Joensuu

Porokka also returns to its roots physically because Porokka Invest continues to operate in familiar premises at Salpakatu 12.
- There is a constant buzz on the site. The HYTAR hydraulics shop, which has been operating there for several years, continues and Salpakatu also has a Service H Hyttinen specialized in tractor maintenance and spare parts and an HK carfixer. In addition, we have our own retail space and a maintenance shop for renovations and repairs.

Blood pulled back into being an entrepreneur

Jouni has a long entrepreneurial career and even if his retirement days were close, the blood pulled him back as an entrepreneur.
- An entrepreneur is always an entrepreneur. Even though age has accumulated the fire of doing is still there. Of course, it has been in the mind of reducing work and switching to half-day work, which means working 8-hour days in the future, says Porokka.

The industry has good prospects, but profitability is worrying

According to Porokka, the future of the forest industry in Finland looks good.
- There's a good boom in the industry now. An example of this is e.g. Construction of Äänekoski plant and Lapland Timber. In addition, the bioenergy side is gaining momentum - 36 bioenergy factories are under construction, which will surely increase work in the future. The use of wood is constantly increasing.

Even though the industry is on the rise, one thing worries Reindeer.
- I'm worried about the profitability of the industry. It has substantially weakened with the new weight requirements. Expenses incl. fleet levels have increased significantly, both at a general and private level, but profitability has fallen. It does not attract new transport operators to the industry.

Jouni is also a well-known name in various organizations related to entrepreneurs. Currently he is the chairman of the Entrepreneurs of North Karelia and was also elected to the Board of Entrepreneurs of Finland for this period. In addition, Porokka has been on the boards of entrepreneurs of Joensuu and North Karelia for several years and has held various positions of trust. The coming year will also be interesting for the chairman of entrepreneurs.
- The 100th anniversary of Finland has just begun and we are organizing a nationwide Entrepreneurs' Day in October in Joensuu. It will be a big, great and important event for the whole area, says Porokka.

Jouni maintains his fitness through hobbies.
- I always try to move: I play golf actively in the summer and cross-country skiing in the winter.

Porokka Invest Oy carries the goods of the customers, while Jouni carries on the business of the transport companies through the organizations. He wants to convey his own know-how in the future.
- I am very interested to consult the various sectors of start-up and existing businesses. My long entrepreneurial background and working in different organizations give me a good starting point, and I feel that I have a lot to give on that side, concludes Porokka.