Предприниматель | Информационно-аналитический журнал - Part 40

Business Secrets: Oleg Novikov

Founder of the publishing house “Eksmo” Oleg Novikov in the “business secrets”.

Business secrets, Fyodor Ovchinnikov

Young entrepreneur Fyodor Ovchinnikov in the “business secrets».

Business Secrets: Maxim Kashirin

Wine Entrepreneur Maxim Kashirin in the “Business Secrets”.

How to open an online store Shipping

Ukraine is a country with poor structure, delivery, and at least for the moment almost all the courier services have created a model partnership with the online stores, it still is not perfect. If we take the example Rozetka.com, whose stations are products found in virtually all large and medium cities, the other online stores, things are not so great. By what means of delivery must be used to quickly, efficiently and without delay, deliver the goods to his buyer.

Own delivery service

recently opened an online store «onovamnadom.ru» Natalia Kulakov decided to acquire their own couriers to deliver products. “Delivery of products — a very delicate matter. Own couriers can be taught, for example, do not put bags on the ground to monitor the location of food packages to household chemicals and products were separated. There is no guarantee that it will be observed in the courier service is not “- Natalie complains.
of the benefits: The possibility of continuous monitoring and polishing service quality. The operator of the service delivery after the order immediately calls back and asks whether the time was brought to order and gave a courier delivery and if there are any claims.

the minuses: Most of staff turnover. “Decent people in the office messenger to find very problematic. Eight hours to run through the city, sometimes in crowded public transport and in the cold — tends to scare people, “- says the author of” How to open an online store, “Alain Salber.

Couriers in outsourcing

You can instruct the shipping company specializing in express delivery. Couriers give yourself a check to the buyer, after which the money in the accounts are first courier company, and then send them to the online store. The usual fee for such services — 1.5-3% of the delivered goods, said Ivan Matveev, CEO, specializing in such services under the name IM Logistics.

of the benefits: It does not require full-time accountant and couriers. “In theory it is believed that outsourcing relieves you from the problems of delivery and you can safely do business”, — says Love Kozyrev, owner of online store children’s products «101slon.ru».

the minuses: During the peak load courier express service is not always cope with their commitments. “We had a case where the carriers are constantly postponing delivery, the goods were detained for a week. We knew nothing about it. The client of course, refused the order, “- says Kozyrev.


Logistics service with the most developed infrastructure in the country today is still “Ukrposhta”. With this government agency can send goods to any destination in Ukraine and the world shipping costs. Because of the old mentality of people are still wary of the Internet, so this method of delivery is very popular among customers. Timing and cost of shipping can quickly find on the site.

of the benefits: The “Ukrposhta” 31 branches, about 20 000 postal facilities that provide 50 kinds of services throughout Ukraine, including all towns and villages.

the minuses: Despite the rich infrastructure, post offices are almost always a queue. Moreover, “Ukrposhta” has a list of items prohibited for transfer. With cash on delivery, if the buyer took the goods, you will have to pay not only the delivery of goods at destination (if the customer took delivery of the goods that he paid with the order), but also the delivery of goods for shipping back. “We decided that we send goods COD will be only verified buyers” — says the owner of the «101slon.ru» Love Kozyrev.

Zynga — $ 20 billion in programa

Company Zynga one of the main developers of games for social networks before the IPO recognized that its business largely depends on the Facebook. But the well-known social network, it brings more than 10% of the profits.

Recently Commission on Securities and Exchange Commission United States (The United States Securities and Exchange Commission (SEC)) took an application for an IPO of Representatives Zynga. The program for the placement does not specify a price the volume of shares, however, according to the publication The Wall Street Journal, in the near future the company will undoubtedly attract $ 2 billion, and expects to assess a $ 20 billion for 100% of the shares. In February this year when preparing a private placement Zynga was assessed in half the cost — namely the $ 10 billion.

Mark Pincus dog named Zynga has become a symbol of the company

Mark Pincus dog named Zynga has become a symbol of the company

In the event meet the expectations of the company Zynga, the company’s capitalization will be significantly higher than the two biggest traditional game companies Activison Blizzard ($ 13 billion) and Electronic Arts ($ 8 billion).

It is likely that a company can assess Zynga above the “fastest growing companies in the world” — the site of collective discounts Groupon, who filed the documents with the SEC in early June. Founded four years ago, Zynga makes now, as opposed to Groupon, which remains unprofitable. In 2010, its net income amounted to U.S. $ 90 million on revenue of 597 million U.S. dollars. In the first quarter of 2011, its financial performance continues to grow. Compared with last year its revenues increased by another 134%, which amounted to 235 million U.S. dollars.

Quarterly revenue Zynga, 2009-2011 years

Quarterly revenue Zynga, 2009-2011 years

Some of the most successful products of the company Zynga — Town Planning Manager CityVille, farming simulator FarmVille and military strategy of Empires and Allies — are provided to users free of charge. Thus for the money a player can greatly simplify your life gaining for example tractor FarmVille, which would make it profitable to farm on land that is fertile. The acquisition of such virtual goods company Zynga brings approximately 95% of revenue, other revenues come from advertising. 140 million — a monthly audience of Zynga, with the number of paid users for some reason the company did not disclose. Although the number of the latter is a small amount (generally, on the market, the players acquire different virtual goods is approximately about 5%) and Zynga is going to increase the number of such users.

Base business Zynga is the world’s largest network Facebook. This is the main area of ??distribution and promotion of games Zynga, the developer said in a brochure. Even a slight deterioration of relations with the Facebook cause a recession revenue Zynga, which in turn would reduce the value of the shares of the company, which would not have wanted its representatives. It is also worth noting that the infamous depending on Facebook Zynga paid much more attention than, say the company’s competitors or seismic activity in the locations of data centers.

But Facebook is also very interested in Zynga. Owning a company Zynga owns four of the five most popular games in the social network and user activity exceeds the activity of users playing other games more than 15 times combined. About a year ago, the company Zynga has been forced to use to calculate a player’s own virtual currency Facebook — Facebook credits (FC, $ 1 = 10 FC), which forced the developer to transfer the social network 30% of revenues. Over the last year social networking to work, so at least $ 130 million (taking into account only the second half, after fixing the amount of deductions). And in 2010 the company paid Zynga Facebook $ 72 million as one of its biggest partners. This situation has provided 10% of Facebook revenue, which is in the balance of $ 1.86 billion

Of course, Zynga is not averse to reduce dependence on Facebook, thereby strengthening its position in the market of games for mobile gadgets, as well as ahead of its competitors, such as the Rovio and Popcap. Here, the developers recognized that the experience of developing games for social networks may be useless to develop games for other platforms. Upon completion of private placement of shares IPO — Zynga stake will be divided into three classes — A, B and C. Each block of shares will have a different number of votes. And in exchange, the turnover will be only Class A shares, each of which allows only one vote. The current owners and employees of the company Zynga will hold shares of Class B and C, which provide more power. This method of business management characteristic of the majority of IT-companies, it is necessary to a greater extent to reduce the impact of new investors to make decisions.

Founder and CEO, Zynga — Mark Pincus has a 100% voting shares of class C, it also has to its credit 16% of the shares of class B, that is, his word is one of the decisive in the vote.

Recall that Pincus claims to be candidates in the list of billionaires Forbes: if Zynga appreciated as it should be — in the $ 20 billion, its package will cost between $ 3.6 billion business, 11% of the shares of Class B owned venture fund Kleiner Perkins Caufield & ; Byers, and Institutional Venture Partners XII, Avalon Ventures VIII and Foundry Venture Capital in 2007 to have 6.1% shares. But DST Global Yuri Milner and Alisher Usmanov owns 5.8% of shares.

Business Secrets: Eugene Katznelson

Restaurateur Eugene Katznelson in the “Business Secrets”.

Red card for startup

Believing in the possibility that your project is shot, venture capitalists do not pay attention to many factors. But there are things that can just put them out of themselves. Were interviewed by representatives of leading private and as a result of this survey it was found that there is a list of simple mistakes that applicants make is financial blunder.

The results of the survey prepared by the responses the following business: managing director of General Catalyst Joel Cutler, managing partner at venture fund Almaz Capital Partners Alexander Galich, president of the venture fund EDventure Holdings Esther Dyson, director of Intel Capital in CIS Igor Taber, CEO and Group Neurok Vadim Asadov .


There is a high degree of probability that an entrepreneur who came late to the first meeting is literally “removed from the field.” If you’re in love with you and your project is essential to attract investors to calculate the time on the road all still possible, even heavy traffic jams will not be a valid argument. Extreme degree of disrespect for the investor, as well as poor preparation, whereas in the case of late entrepreneur presents a draft of the scope that does not interest investors.


Causes extreme wariness situation where the entrepreneur during the second meeting with the investor forgets preliminary agreements or deals with these arrangements in a completely different way. Esther Dyson is convinced: “If a person frequently changes his mind or evades direct answers to questions, it’s a bad sign.” However, according to Vadim Asadov of Neurok, must be separated from the cunning shifts position in the debate.


Worse when the entrepreneur carries out the project does not itself, but delegates to this important task to his friend, partner, employee, who represents the project on its behalf. There is the obvious question: if the creator of the idea can not defend it in front of investors, what is the likelihood that he will be able to convince their prospective clients? According to Joel Cutler: – “The entrepreneur must drive, aggression.” When these qualities are absent, a high degree of likelihood of receiving a “red card” from the investor.

Spending other people’s time

“I can not stand idle chatter. If a person is more than an hour pouring water, I will think about whether to meet with him again “, – says Alexander Galitsky, a fund Almaz Capital Partners. The presentation, which describes a list of steps that the company will engage in the hope that at least one of them will work, is unlikely to cause concern among investors. There is no need to paint all the market indicators and make the characteristic of all consumer groups. Another fatal mistake novice entrepreneurs is a proposal to the investors of several projects that more work is underway in order that he chose one of them. “Lack of focus is bad”, – says Igor Taber. The structure of the presentation should include no more than 15 slides. Need to focus on three key issues that cause the greatest interest of the investor: the team, market size and uniqueness of the product.


Bad form is the fact that at the slightest remark in his address to the entrepreneur willingly responds, “Thank you, fix it”. “In the relentless struggle for all good investments, but you must win back the opinion and the idea that” sick “- Alexander Galich. Venture capital investments – risky business if you do not stand firm, then a high probability that you will not see the money. But the situation where the entrepreneur refuses to listen to completely counter is invalid.

Unethical statements

If the employer responds poorly about their competitors, partners or former colleagues, he will never get the money from the investor. Also, do not count on the attention to the project, designed for misleading customers. If you are not honest with customers, why should a potential investor to believe you? Another common mistake beginners business – to create an aura of indispensability around that without them the company would collapse. It means – people can not build a good project and a sober assessment of their capabilities.

Unwillingness to work hard

According to Director General of General Catalyst Joel Cutler, causes extreme caution in the absence of the entrepreneur and his unwillingness to drive to spread in your project to complete. Extremely valid argument with the investor plans to sell the business in the future. On this fact emerges quite reasonable, and which holds the feasibility of inserting money into a company that is not created for the further development and for sale? Igor Taber from the fund Intel Capital, based on their experience says that a high degree of probability of failure, a man who at the entrance of the business, talks about his salary and the amount of cash out.

Business Secrets: Oleg Boyko

Billionaire Oleg Boiko in the “business secrets”.

Economics online store

Today in Ukraine there are 3000 online stores, according to the tax authorities. Unofficially, though trading online three times as many pixels.

Turnover of the market for Internet commerce is nearly 1 billion hryvnia, the estimated tax.

According to the rating «Bigmir.net» only beginning in 2010 there were 3168 online stores, this is 6 times more than 2 years ago. The number of users is growing daily. The next year, e-commerce market will add another 20% of turnover.

About 70% of people in Ukraine, the respondents in the study gemiusAudience, ever made a purchase on the Internet.

On average, the active use of the Internet must be 3 years, so people started to buy anything with it. The most popular category in online commerce is a book and household appliances, computers and notebooks, respectively, and the biggest competition.

The penetration rate of Internet in Ukraine, on average – 20%, according to gemiusAudience. In the city millionikah this figure more than in villages and small towns. True, the head of the supervisory board “UKRNET” not really trust this study, as it is carried out anonymously on the Internet that suggests the possibility of manipulation of results.

On average, active Internet buyer spends about $ 100 a month on Internet purchases. In cities with million-choose to pay cash to the courier, only 20% are payment by bank card and electronic payments are more – 40% of buyers.

The price difference is the online store and the store is the usual 5-30%.

5 arguments in the direction of the online store

Economics student at the Dnipropetrovsk National University. Oles Gonchar few months ago, opened another online store. He has them now two. Upfront investments into the project are a couple of hundred dollars. Enterprising and industrious student manages to combine both school and work at the same time, he said that online trading – the best way to earn extra money. Here are 5 reasons why.


Internet trade in Ukraine is currently developing a dynamic than in the U.S. over the past 5 years the market has grown by 6 times. Ukraine is not the leader of the density of traditional shops, quite the contrary, therefore, a predisposition to distant trade is obvious. But to dwell on one country is not worth it. A potential buyer may be located anywhere.

Small input threshold

Rental of retail space in the center of Dnepropetrovsk is worth about $ 60 per month for 1 m ?. The amount required to open a simple online store, about the same. In this virtual storefront as opposed to off-line can contain an unlimited number of products. “Open a good, high-quality online shop – it’s not much cheaper than the open network of several off-line points. But it is cheaper than opening a couple dozen off-line stores “- says Oleg, the owner of Internet shop of home appliances. Conclusion: If you plan to grow, it is cheaper to open an online store.

Additional sales channel

All retailers selling household appliances already have their own online stores. If in the classical store in times of crisis sales fell by 25-45%, sales in shops on the contrary increased to 40-80%. Online now already out large retail and small players, sellers of food. Basically, all the restaurants are already taking an order, not only through the telephone, but also through feedback on the site. True to withdraw completely to the Internet can not be major players in the internet is now present in most young people, but as an additional sales channel online store – a great option.


But there is another side of the coin, the positive, the rate of attraction of the Internet audience is much higher than in traditional advertising, for example in the morning running an advertising campaign, the company in the field of food can make about $ 100,000 turnover per hour.

Growing demand

Buyers are increasingly paying attention to prices. But the Internet can reduce them by at least 5%, and sometimes in the 30%, as opposed to traditional stores, where it can be done. 52% of users admitted to myself that the main advantage of Internet purchases – a benefit in economic terms.