Interview with Dmitry Stoforandov in Ponedelnik Magazine

2 July 2018




— Are they born businessmen or do they become ones? Were you a team leader or did you bring up these qualities in yourself?

— It depends on what you mean. I have never had a desire for leadership, and I am not very public. But, just like any leader who is passionate about his business, I can infect my colleagues with my enthusiasm and group people around me. I have a passion for entrepreneurship in my temperament and character, and what is more - I do what I love most. I don't think that the so-called business grip or business training passed can do anything to help a person if he or she doesn't have a sincere interest in the business he or she is doing. Ultimately, success is not determined by the fundamentals of entrepreneurship, but by cerebellum. Instinct, speed of reaction and common sense - without them, in my opinion, it is impossible to build a lively, flexible company with its DNA.

— Dmitry, your niche is highly competitive. How do the newcomers survive?

— Due to the innovation and a clear understanding of their target audience. The cosmetic market is very dynamic, a manufacturer needs to be not just flexible, but to be proactive - to catch a new trend even before the consumer realizes it. It is not enough just to surprise a buyer at the trial purchase stage , it is also necessary to take into account and predict all the nuances of the output product consumption to earn the loyalty of customers in the future. Modern trends are such that the actual product is not enough for the decision to buy, the image and philosophy of the brand are becoming more and more important. At the same time, if a company declares some of its values, they should be true, not just a beautiful marketing ploy. When you treat your client with respect, he/she pays back in kind.

Our strategy is to form a "star" portfolio. To strengthen the bestsellers' positions and to withdraw outsiders. I am against artificial inflating of the assortment, trying to earn on creating an illusion of choice.

Read the entire interview >> http://ponedelnikmag.com/post/na-grebne-sprosa