LIFT99 x Finance Plus
Our partner Finance Plus, a trusted financial advisory firm, offers free tax consultations to LIFT99 community members at the Telliskivi Hub once per month. Today, we feature insights from Margus Jõemaa, a tax advisor at Finance Plus, who helps startups make sense of the often-confusing world of tax planning and risk management.
Margus Jõemaa: The world of tax is just another puzzle—one that startups can learn to solve
Whether it’s Sudokus, crosswords, or jigsaw puzzles, Margus Jõemaa has always enjoyed cracking complex systems. It’s no surprise, then, that he found his niche in tax advisory. “Even the most sophisticated tax issues have a ‘dumb it down’ version,” he says. “Not because people are dumb—but because we all have different areas of expertise. My job is to handle the tax side so you can focus on growing your business.”
In this post, he breaks down some tricky tax topics in a way that startup founders can actually understand.
Startups and VAT: Why it matters from Day 1
“Startups often focus on profit taxes—understandably—but in many cases, they don’t need to worry about those right away. No profit, no tax,” Margus explains. “What you do need to watch out for from the start is VAT.”
He recommends something called VAT mapping, which is essentially a way of optimizing how goods or services reach your customers from a tax standpoint. “If you’re working across countries or platforms, this is one of those ‘small now, big later’ areas where early attention pays off.”
Going global? Think tax planning first
International growth is exciting—but also a tax minefield if you’re not careful.
“You’re suddenly dealing with multiple domestic tax systems, international treaties, and EU-level laws,” says Margus. “It’s not just about knowing the rules of each country, but understanding how they interact.”
This is where international tax planning comes in. For startups looking to expand, a tailored tax strategy can prevent costly mistakes and support long-term scalability.
Transfer Pricing: A must for growing teams with multiple entities
Once your business spans more than one legal entity—say, you open a subsidiary abroad—transfer pricing becomes relevant.
“This is about ensuring that your internal transactions between related entities are priced fairly and documented properly,” explains Margus. “It’s essential for staying on the right side of auditors, tax administrations, and investors.”
He admits he asked ChatGPT to explain the term once. “It nailed it, actually. So, AI is doing OK in tax lingo.”
Why every transaction needs a tax check
Margus is clear: “Every business transaction has a tax consequence. Even the ones you might not think twice about. That’s why it’s always smart to check in with your advisor before signing off.”
Especially during high-growth phases, the speed of decision-making often skips over the financial and tax side. But even small missteps can lead to big problems down the line.
The digital economy is changing the rules
In the old world, taxation required physical presence. But that doesn’t work in today’s digital economy.
“Companies like Google, Meta, Amazon—these operate in countries without any local office, but generate revenue there. That’s forcing tax systems to evolve quickly,” Margus says. “If you’re in e-commerce, SaaS, or any online business, you need to stay aware of the new rules around digital taxation.”
He finds this space fascinating—but warns founders not to stumble into new markets without checking the local rules.
In summary: Don’t be afraid of tax—it’s just another puzzle
Margus believes tax shouldn’t be a stressor. “You don’t need to be a tax expert—that’s my job. But you should understand enough to spot when something needs attention.”
And as with most things in business, timing matters. “It’s much easier to fix something proactively than to unwind a mistake later. So whether you’re making your first sale or entering your fifth country, make tax part of the plan.”
Looking for financial advice?
Finance Plus is here to support your startup with expert guidance on tax, financial planning, and risk management. Reach out to Margus at margus@financeplus.ee or Alari at alari@financeplus.ee to book your consultation or ask your burning finance questions.