Предприниматель | Информационно-аналитический журнал - Part 40

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.

Top 5 online stores in the world

Amazon.com – the largest online retailer in the world. In this online shop you will find everything from watches to books and tires. In 2009 the company generated $ 24.5 billion, is 28% more than in the previous 2008.

Itunes.com – a solid part of the Empire apple of Steve Jobs. One of the largest sellers of music on the Internet. Recently, iTunes under pressure record labels to abandon its proprietary services – selling tracks at the same price for 99 cents.

Zappos.com – the world’s largest seller of shoes online. Turnover footwear e-commerce was $ 1 billion per year. This giant trade based Suinmurnom Nick at the end of the 1990s. When the other online retailers in the fight for competitive advantage reduced prices, Zappos their raised, citing reliable service and high quality service. As a result, 40% of customers make orders in Zappos again and again. In the summer of 2009 promulgated by the fact of the sale of the online store Zappos.com group Amazon.com, the deal was closed in the sum of more than $ 800 million

Ebay.com – the world’s largest online auction. eBay in 2008 showed a profit of $ 8.5 billion (which includes $ 2.4 billion revenue from the electronic payment system PayPal, which also belongs to the holding eBay).

Officedepot.com – the store’s biggest sales of products for the office, from pens, pencils and markers to furniture, laptops and software. The company began operations in 1986 in Florida, where the selling office supplies as a normal traditional shop in 2009, is a company gain by selling $ 12.1 billion in revenue (including in online sales account for $ 4.2 billion) in 52 countries.

Business Secrets: Leonid Ogorodnikov

Chairman of the Board of Directors “KARO FILM” Leonid Ogorodnikov in the “business secrets».

Alexei Zinoviev: “If the tubing is poured incorrectly, I feel it’s the spinal cord”

B 1981 second film saga by George Lucas — “Star Wars” — “The Empire Strikes Back” won the “Oscar” for special effects. Then graduate “Baumanki”, a native of Kyrgyzstan, Alexei Zinoviev went on the distribution of CB “South” to them. MK Yangel. At the time, engaged in Dnepropetrovsk design nightmare of the capitalist West — intercontinental ballistic missiles. Over time, Zinoviev was one of the heroes of the Soviet version of Star Wars — painted drawings of blocks of the first stage booster system for “Energy” — “Buran”, which was a serious answer to the American program of the USSR Space Shuttle.

Initially, the 1990 missile comic industry in the USSR was able to predrazvalennom and resembled a planet orbiting the victim of attacks. But in the hands of Zinoviev was no sword or blaster dzheydaysky and glass cutter and spatula. About the prestigious paper “on space” Zinoviev had temporarily forgotten, the young prefer to knock off konstruktur tilers, and later — a career predprinimatelya.Seychas turnover GROUPS Zinoviev called “Dpeprotehservis” is more than 1 billion hryvnia.

Physical labor was a young designer is no stranger. “Then there was a preference — young professionals to get an apartment, having participated with him in construction”, — says the Deputy Director of Advertising “Dneprtehservisa” Nikolai Radchenko. Then in the ’80s with Zinoviev, he participated in the construction of residential area “Red Stone” in Dnepropetrovsk.

When perestroika began, and then followed and the policy of disarmament, building skills are not wasted. Raketostroiteli began to build a variety of units, up to machines for cutting soap. Even then, Zinoviev had three children.

In 1990, he realized that the salary engineer can not feed his family, Zinoviev departed from the design bureau for free bread. “I was the best kafelschikom Dnepropetrovsk and proud of it! — Tells 52-year-old businessman, adjusting his silk tie by Pal Zileri. — If the normal time to put kafelschik 3.4 square tiles, I had offered 20. If we assume that for 10 rubles per square meter, you get 200 rubles a day (when the average employee receives 150 rubles per month).

In parallel, seeking a permanent business, Zinoviev was a cultivator of potatoes on his plot. There have been attempts to produce and tin soldiers, and even furniture to collect. In 1992, completely tied up with tiles and do business. The first transaction was the sale of pipes Dnipropetrovsk Pipe Plant.

Profit seemed impressive. “I remember the first money bought a few bottles of Coke and forfeits, a jar of caviar, a couple of sticks of dry sausage, chocolate and cognac” Napoleon “- says Zinoviev. While brandy was, as said Zinoviev, “Polish tangle-legs”, a delicious brandy he never drank.

Former researcher quickly oriented himself in the market. In December 1992 he registered the company “Dnepretehservis”, which was engaged in barter transactions. The scheme was this: the current “Dneprotyazhmash”, and then the Dnepropetrovsk Metallurgical Equipment Plant, Zinoviev acquired products, which is then shipped to metallurgists. Instead, the money he took from them the steel strip for pipes. Then tape exchanged for pipes, which are then sold to other contractors and gasmen.
* If the wrong

pour tubing, I feel it’s the spinal cord.
The new business later became close friends Zinoviev from CB “South.” In the meantime, began a period of total privatization, in which “Dnepretehservis” took an active part.

Zinoviev began buying shares willingly engineering companies. The plants were in the “supine” position, so the shares were sold at a reduced cost. For example, the “Factory of rolls”, a majority of which “Dnepretehservis” bought in 2000, was already at the stage of bankruptcy. With annual revenues of 17 million hryvnia accounts payable exceed accounts for 19 million salary for workers was just miserable, and even that was not paid for months, it is surprising that employees can easily part with their shares, they went to the privatization of factories, in exchange for cash.

Alexei Zinoviev at the «Dneprotyazhmash»

Alexei Zinoviev at the «Dneprotyazhmash»

The era of wild capitalism virtually no impact on machine-building enterprises “Dnepretehservis.” According to Zinoviev, serious attacks on businesses were not. This is understandable, because the minority shareholders of the acquired plant “Dneprotyazhmash” were ex-governor of the Dnipropetrovsk region and Victor Zabara vitsegubernator Vladimir Meleschik, in the past – the director and deputy director of the plant. Melschik became deputy mayor of Dnipropetrovsk, still owns a 9% stake in “Dneprotyazhmash.” Meleschika patronage has helped “Dnepretehservis”, recognizes the Zinoviev.

“Zinoviev active businessman, strong and purposeful. If he thought of something, then he knocks out the need “- that speaks of a former partner and now publisher businessman Andrei Yalovoy. At the end of 1990, Zinoviev found that the metallurgical and mining complex, with whom he had always not enough cooperation of freight cars. Once on the privatization auction Zinoviev bought a blocking stake “Dnenrovagonmasha”, which is the largest manufacturer of industrial platforms and wagons.

Yalovoy with two other partners in the plant had a 40% stake. Entrepreneurs quickly found common ground and began to jointly develop the business. From 2001 to 2004, revenues increased companions “Dnenrovagonmasha” at 0.5 billion hryvnia, almost 10 times. In 2004, Zinoviev and Yalovoy sold their group packages Tigipko, who is about to began to create a car-building holding.

After selling his share in the “Dnenrovagonmashe” Zinoviev first time in my life felt like a millionaire. “Before that, all my money somewhere revolved. And when he sold the shares and received cash for the first time I saw a stack of one million. Realized that he’s the real million “, – says the businessman. The money almost immediately put to use, namely plant metal Engels, who in the Saratov region. The plant involved in the release of freight wagons, which were also share Yalovoy and Tigipko. Tigipko there belonged a controlling stake, and Zinoviev and Yalovoy got two blocking package. But a year later Tigipko have plans to increase the capitalization of the holding rail, and again he bought shares Yalovoy and Zinoviev.

I tried to do Zinoviev and agribusiness. “I reasoned this way: what are the benefits in Ukraine? There is steel, where I have presence in the engineering industry, and there is black soil. Just try yourself as agrarian, “- he says. Leased 4500 acres of land in the Dnipropetrovsk region, sowed barley, sunflowers and wheat. But two years later, I realized that on May Day celebrations will be heavy rains. Unfortunately, without leave of agribusiness.

Of what constitutes «Dneprotehservis»

Of what constitutes «Dneprotehservis»

Intuition rescued him more than once. In 2007, the year, he followed the fashion, and decided to participate in the construction of office and residential complex in Dnepropetrovsk. But time changed his mind and realized that real estate development was not for him and walked out of the project is still at the stage of the allocation of land for construction. “If properly poured tubing (cast iron components for lining tunnels and underground max), I feel it’s the spinal cord. – The businessman said. – What if something wrong happens in the building, I do not feel, so stop doing it. ”

Zinoviev loves to talk about the importance of intuition entrepreneur, or as he puts it, a sense of “spinal cord”. But odnazhny sense of “spinal cord” he summed up. In 2007, together with Pavel Lebedev, Zinoviev purchased from the State Property Fund 36% stake in the plant “Pressmash” in Ivano-Frankivsk, which manufactures presses for agriculture and metal processing. In the investigation ran into trouble.

It all started quite well and quietly. According to Zinoviev, together with Lebedev, they signed a joint management agreement with the general director of the plant Pukishem Bogdan, who had a 43% stake. “We agreed that everyone will have 33% of the shares. – Says Zinoviev. – But then he changed his mind Pukish. He said he wants to stay say a senior partner with 40%, and we have enough for 30%. Certainly, Zinoviev and Lebedev did not agree. They have improved their share to control, but still control this plant does not have – Pukish does not. In response, General Director of “Pressmash” refers to Zinoviev’s and Lebedev’s raiders. According Pukisha, Zinoviev, and Lebedev, initially tried to dilute its stake, and then bankrupt the company. Who is true, still find out the courts. Zinoviev was an exceptional experience to “Presssmashe” – an experience that confirms one of its tenets in business: to participate only in those enterprises where one partner has more than 50% of the vote. “Normal people in business will always be able to agree about everything, not only share the responsibility”, – says Zinoviev.

Another lesson Zinoviev received during the crisis. In 2008, the largest company of its group – “Dnenrotyazhmash” to ramp up production to 23,500 tons of tubing (in 2004 – less than 1,000 tons), the company has received orders for handling complex, created and released a locomotive for the “MMK”. But when the crisis struck in 2009, all steelworkers posvorachivali its modernization program. Production on “Dneprotyazhmash” dropped a few times.

“The crisis has thoroughly cleaned our brains and business processes in enterprises”, – says Zinoviev. To reduce costs, he introduced a special registry for all companies in which all payments were recorded, ranging from 1 hryvnia, pre-approved by them and the director. The audit of procurement has reduced costs by 30% -40%. Also, “Dnepretehservis” refused to purchase new equipment, in consequence, the costs have decreased by 50 million hryvnia in the year.

“The worst is behind us” – says Zinoviev. In 2010, his factories produced and sold products to 800 million hryvnia. The total turnover of the Zinoviev group considering metal-trade in other commercial transactions, amounted to 1.2 billion hryvnia.

In 2011 it is planned that this amount will increase at least half, says the businessman. “Dnepretehservis” slowly thawing the projects that were frozen during the crisis. Zinoviev promises to build a couple of years, a special workshop, which will produce tubing under the – with the economic, geological and technological conditions of the customer.

“We have orders from the yearly” Dnepotehservisa “of equipment worth tens of millions of dollars. “It’s very good to this company”, – said Vice President of Public Relations “Evraz Group SA”, Alexei Agursev. This year’s “Dnepretehservis” for “Evraz” make car dumper. The company also performs bulk orders for “Metinestholdinga”, “Arcelor Mittal”, Russian “Severstal” and Novolipetsk MK.

65% of its products “Dnepretehservis” exports to the EU, Brazil, the United States.
But most of all Zinoviev encouraged that he is working again in space. “I guess it’s a childhood dream – recognized businessman. – I am fond of science fiction books, and because he entered the Moscow Higher Technical School. ” Several years ago, “Dnepretehservis” became one of the contractors ambitious Ukrainian-Brazilian project “Cyclone-4”. Along with CB “Southern” the company has developed technology and launch systems for missile launch and received a contract totaling $ 96 million hryvnia. Until now the norm in Ukraine were established just launch vehicles, ground support equipment design was reserved for Russian designers. On the territory of “Dneprotyazhmash” also built a stand on which to spend this year tested all the components and systems, “Cyclone-4” before sending them to Brazil.

Although the rocket-space engineering brings “Dnepretehservis” only 5% of revenue. Zinoviev calls it one of the main direction of the business. Stand, built on the “Dneprotyazhmash” is useful not only for the “Cyclone”. Director General of National Space Agency Yuriy Alekseev confirms that the grounds for optimism Zinoviev available. According to Alexeev, Ukraine annually provides 9-11% of commercial launches in the world.

The Ukrainian state is experiencing a permanent fiscal crisis, but is not afraid to Zinoviev, the treasury will cease funding the project. Its scary that someone from the project participants do not do their part. “The construction of the missile launch site I, of course, are not paid, – said a businessman. – And our order, I will eventually, performing for their money. ” He was ready for it to begin with.

What is the “Cyclone-4»

Visualization of the start of the launch vehicle, «Cyclone-4»

Visualization of the start of the launch vehicle, «Cyclone-4»

In 2004, Ukraine and Brazil have agreed to start with the Brazilian Alcantara launch site of a new booster rocket “Cyclone-4”, which will create a Ukrainian company. Project cost – $ 520 million First launch is planned for 2012 Year. Total start-ups should be done yearly 6.10. The project is implementing a joint venture Alcantara Cyclone Space, in which participate on an equal footing, Ukraine and Brazil. In the works contractor employs 16 Ukrainian companies, including KB Dnipropetrovsk “South” and “Yuzhmash” Mariupol “Azovmash” Kharkiv “Khartron.”

Business Secrets: Guy Laliberte

The founder of Cirque du Soleil (Cirque du Soleil) Guy Laliberte (Guy Laliberte) in the “business secrets”.

Digital Sky Technologies invests in Twitter

Company Yuri Milner Digital Sky Technologies has decided to buy stake in Twitter, as reported by an anonymous source from The New York Times. According to him, the deal will involve former investors popular service – is a fund Kleiner Perkins Caufield & Byers (KPCB). The amount of investment of $ 400 million, and the company is valued at $ 8 billion

If we make a cursory analysis, then Twitter has all the chances to justify such large investments. Service which was launched only 5 years ago, already has 200 million registered users, of which Barack Obama and Russian President Dmitry Medvedev, the service name is recorded in dictionaries, and all the revolutions in North Africa have been organized, with the help Twitter, and questions for press conference Obama going through an account on Twitter (# askobama), after which they read out the founder of Twitter, Jack Dorsey. What other internet company, except for Facebook, is an enviable place in society.

Before you invest in the project, investors from DST evaluate media-component of the project. There are other factors evaluation is worth investing in a project or not, which, however, recently told himself Yuri Milner, first of all, this is a great assessed value – in DST do not invest in the project less than $ 1 billion in capitalization. This fully satisfy the criteria for Twitter. DST would enter into the company back when Twitter was estimated at $ 3.7 billion, but then the deal did not materialize and the project has invested all the same «KPCB».

However, Twitter is not without problems with the business model. According to estimates eMarketer (analyst firm), last year the company generated $ 45 million Source of income – the promotion of advertising messages and accounts. Yet on Twitter profit lags far behind the same Facebook, which last year earned for its shareholders $ 2 billion, and Zynga – about $ 600 million, of which net profit of $ 90 million

However, Twitter is yet another serious flaw, as opposed to Facebook, Zynga, Yandex, LinkedIn, Apple and Google, is that all these IT-giants are controlled by the iron hand of the founding fathers with the full confidence of the board of directors, while the management of Twitter like most real leap-frog. Until 2008, the company was headed by founder Jack Dorsey, but co-founder Evan Williams who considered inconsistent with the management of Jack strategy removed him from control. After that Jack does not talk to Evan, despite the fact that they sit together on the board of directors. It was a “stab in the back,” says Jack Dorsey. Evan Ulims in late 2010, handed the laurels of the previous government investor Dick Costolo. Then again, Dorsey was offered a job – to engage in products and improve service, which has lagged behind in its development, resulting in a leapfrog. The truth behind the absence of Dorsey had to build new successful startup – payment system Square, so work on Twitter for a time.

Not only that the current board of directors of Twitter is not like a group of like-minded people, so potential investors (DST and KPCB) still can not enter into it. KPCB partner John Doerr has not let go, as he sits in Google, and Yuri Milner says that is not intended to seat the head of the companies that he wholly or partly owns. It turns out that new investors will not be able to influence the policy management and monetization of the project, as well as technological progress. By the way Twitter is so often has difficulty with the load on the server that cute whale, which appears when the server drops, had itself become a star.

Twittrt is not the most promising investment DST, but if Yuri Milner, who has hitherto impeccable track record of investor willing to invest hundreds of millions of dollars, so the prospect is, or has some hidden meaning. Or financial position is much better than this for declared. What is a young entrepreneur refuses to cash the investor, who had previously invested in Facebook, Zynga and Spotify.

And finally, do not necessarily show Twitter in the exchange, to discourage investment. After a time, you can sell the company more than it’s worth now. That Milner realized that you can earn between repeated rounds of investment, which can replace the IPO, and as long as such a principle it has not let down.

Twitter is priced at $ 7 billion

As reported by The Wall Street Journal, Twitter may soon raise additional funds from investors, after which the company’s market capitalization could reach about $ 7 billion, investors who will participate in the deal are still unknown.

More than 7 months ago, a group of investors led by Kleiner Perkins Caufield & Byers has invested in Twitter $ 200 million in accordance with the parameters of the deal Twitter was valued at $ 3.7 billion

Over the last month the two other Internet companies – Groupon Inc., The owner of internet service to get discounts, and Zynga Inc., Developer of the popular social networking games, applied for an IPO. The cost of each company at the time of registration of their shares on the stock market may be about $ 20 billion

Twitter, however, chose a different tactic: the company continues to attract private investors, hoping to gain extra time on to better develop its advertising business. Despite the fact that the user base grows Twitter, advertising companies is underdeveloped, and generates far less income than Groupon and Zynga.

Additionally, Twitter is much smaller than its competitors, the number of its employees is just over 500 people.

According to Tony Florence, an analyst at New Enterprise Associates, Twitter «continues to develop its business model,” while remaining “private business development in the period.”

According to estimates research firm eMarketer, advertising revenue from Twitter this year will be $ 150 million compared with $ 45 million in 2010 (most of these funds has been “put into circulation” – the money went to upgrade servers and the expansion of the company). For comparison, the revenue Groupon only in the first quarter of 2011 totaled $ 644.7 million in net loss. Zynga has reported a net profit of $ 91 million on revenue of $ 597 million last year.

Help! Twitter was founded in 2006, is now the number of registered users of the service more than 200 million.

Progress in social networks: the pitfalls

This is an experience shared with us the director of media planning for Unilever, Ilya Meakin.

“Work in social networks, we started with a mistake” — Ilya share. Three and a half years ago after the company launched a provocative company of one of the brands of body care, cope with a wave of negativity could not, as a result had to close the group. But after noticed that sales of deodorant on the background of scandal all the same rose. Today, Unilever about a dozen groups dedicated to various brands. Unsubscribe provocation we could not but have learned to work with the consequences. As a result, we understand what can not be done:

  1. Groups in social networks in no case be hard to moderate, with the need to reconcile. People express different opinions, including the negative and the harsh moderation only gets worse. Calculate how will the campaign can not. The main thing — to respond quickly to speak openly and guide the discussion back on track. In some situations, need a simple explanation of the expert. For example, if someone complains that the tea Lipton contains artificial additives, you need to tell you what it is and how made. When Unilever launched the controversial company, such as Axe Excite, they had previously asked the agency to calculate the 5 most unfortunate way of events and figure out how to fix them. just abandon the provocation is not worth it. There is a category of goods, the discussion in which difficult to stir up the people, in such cases, the provocation may help break the deadlock. Just remember that everything written in the network remains there for long. Therefore, from a campaign that deliberately cause a negative reaction is to refuse.
  2. Also, do not start a campaign, if you clearly do not know what specific results you want to achieve by promoting the social network. You have to understand that since you sign a long campaign. The more blogs to keep constantly and instantly respond, even if the person asked to 2am, it is important to answer, even a slight delay. Worst of all — run the project and after a few months he quit.
  3. Do not assume less than $ 5000 per year, of course, if you are going to attend high-quality and time. For this money you can get a quality design pages, support group and its content. Creating video content is not included here.
  4. Should not shoulder the entire work. It is best to order the agency, which specializes in this and put the emu specific goal — the number of people involved in a given period of time. Specialists Agency, working with different clients, scope is much broader than that of specialists within the company. They always use new technology, borrow the experience of other projects in other countries. But the agency must be carefully controlled — the subscribers in your group may be bots or worse, cracked contacts. If your page is now visited by 1,000 people, and the next day visitors was 10 times more, then something is wrong here.
  5. Do not expect instant results, that most visitors to your group will immediately become your customers. So far, all of ever running in the social networks in Ukraine is not large. A good team — 100 thousand, 150 thousand participants. Meanwhile, a group popular brands in the U.S., China join tens of millions of participants. But sales growth slowed due to our immature e-commerce, where you can not put a link to a specific product that people bought it.
  6. Domestic social network is not currently suited to attract middle-aged and elderly. Even if the brand is aimed at youth development can be hindered by the lack of coverage.
  7. Relatively easy to move in social networks of banking, insurance and travel services. For consumer goods is that service must still come up. For example, Axe offers the opportunity to meet and flirt.
  8. Not even expect to do without interesting content. Social media market in this area is developed very poorly, almost no one offers an interesting and interactive content. Most companies now applies to social networks, more like a toy, which looks and waiting to see what will happen next.