In the last decade, effectiveness, efficiency and quality have been main objectives in the transformation of government services. Citizen orientation can be seen as the crucial driver behind these objectives. A contemporary theme in all of this is about proactive services. Proactive services switch the service delivery from reactive to proactive, thereby, promising a yet unforeseen level of quality. In this paper, we ask how to successfully design proactive business event services in the Estonian company registration portal. We investigate current problems of this e-service as encountered by Estonian entrepreneurs. We conduct qualitative interviews with experts from the government and micro-business owners that use the registration portal. Based on the findings, we give a set of recommendations for designing proactive business event services in the public sector.